上海别墅市场定价策略分析(doc 76页)

目  录
摘  要.........................................................................1
ABSTRACT.........................................................................2
1 引言.........................................................................3
2上海别墅市场结构分析.........................................................................4
2.1 别墅市场界定.........................................................................4
2.2 上海别墅市场发展历史.........................................................................5
2.2.1 上海住宅市场的发展.........................................................................5
2.2.2 别墅建设历程.........................................................................6
2.2.3 别墅市场发展历史.........................................................................7
2.3 上海别墅市场供求结构分析.........................................................................9
2.3.1市场现状总体评价.........................................................................9
2.3.2供给分析.........................................................................10
2.3.3需求分析.........................................................................10
2.4 区域分析.........................................................................12
2.4.1 闵行.........................................................................13
2.4.2 松江.........................................................................14
2.4.3 青浦.........................................................................14
2.4.4 浦东.........................................................................14
2.4.5 南汇.........................................................................15
2.4.6 城市中心区.........................................................................15
2.5 市场未来发展趋势.........................................................................16
3 定价理论基础.........................................................................18
3.1 竞争定价理论.........................................................................18
3.2 基于战略成本分析的定价.........................................................................22
3.3 细分市场定价.........................................................................24
3.4 价值定价理论.........................................................................27
4 上海别墅市场常用定价策略介绍.........................................................................30
4.1 成本定价策略.........................................................................32
4.2 竞争导向定价策略.........................................................................35
4.3 价值定价策略.........................................................................37
4.4 动态灵活定价策略.........................................................................41
4.4.1 开盘定价策略.........................................................................41
4.4.2 尾盘定价策略.........................................................................44
5 重点个案分析——“绿宝园”.........................................................................46
5.1 个案背景介绍.........................................................................46
5.2 个案定价实证分析.........................................................................47
5.2.1 一期：从租赁入手.........................................................................47
5.2.2 二期：销售上突破.........................................................................47
5.2.3 三期：选择客户、缔造精品.........................................................................48
5.2.4 一至三期市场推广情况汇总.........................................................................49
5.2.5 四期、五期的新变化.........................................................................51
5.3 个案实践对别墅定价策略的启示和思考.........................................................................52
6 结束语.........................................................................54
参考文献.........................................................................55
后  记.........................................................................56

 

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