上海別墅市場定價策略分析(doc 76頁)

目 錄
摘 要.........................................................................1
ABSTRACT.........................................................................2
1 引言.........................................................................3
2上海別墅市場結構分析.........................................................................4
2.1 別墅市場界定.........................................................................4
2.2 上海別墅市場發展曆史.........................................................................5
2.2.1 上海住宅市場的發展.........................................................................5
2.2.2 別墅建設曆程.........................................................................6
2.2.3 別墅市場發展曆史.........................................................................7
2.3 上海別墅市場供求結構分析.........................................................................9
2.3.1市場現狀總體評價.........................................................................9
2.3.2供給分析.........................................................................10
2.3.3需求分析.........................................................................10
2.4 區域分析.........................................................................12
2.4.1 閔行.........................................................................13
2.4.2 鬆江.........................................................................14
2.4.3 青浦.........................................................................14
2.4.4 浦東.........................................................................14
2.4.5 南彙.........................................................................15
2.4.6 城市中心區.........................................................................15
2.5 市場未來發展趨勢.........................................................................16
3 定價理論基礎.........................................................................18
3.1 競爭定價理論.........................................................................18
3.2 基於戰略成本分析的定價.........................................................................22
3.3 細分市場定價.........................................................................24
3.4 價值定價理論.........................................................................27
4 上海別墅市場常用定價策略介紹.........................................................................30
4.1 成本定價策略.........................................................................32
4.2 競爭導向定價策略.........................................................................35
4.3 價值定價策略.........................................................................37
4.4 動態靈活定價策略.........................................................................41
4.4.1 開盤定價策略.........................................................................41
4.4.2 尾盤定價策略.........................................................................44
5 重點個案分析——“綠寶園”.........................................................................46
5.1 個案背景介紹.........................................................................46
5.2 個案定價實證分析.........................................................................47
5.2.1 一期：從租賃入手.........................................................................47
5.2.2 二期：銷售上突破.........................................................................47
5.2.3 三期：選擇客戶、締造精品.........................................................................48
5.2.4 一至三期市場推廣情況彙總.........................................................................49
5.2.5 四期、五期的新變化.........................................................................51
5.3 個案實踐對別墅定價策略的啟示和思考.........................................................................52
6 結束語.........................................................................54
參考文獻.........................................................................55
後 記.........................................................................56

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