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1、,万科定价体系培训,事业二部复星国际中心 李霞 2018.10.10,目录,一、住宅定价 二、非住定价 三、调价说明,搞清楚我们所积累的意向客户想听什么样的曲儿，想吃什么样的肉 1、意向客户心理预期价格 2、意向客户的关注点和抗性,住宅定价,有意苦争春一任群芳妒,竞品房源价格集中在9600-16500元/， 140房源集中在9900-16500元/,1、周边竞品价格对标 2、市场同类质产品价格对标 3、根据对标项目价格与进电来访、成交数量的变化判断客户对价格的接受程度和敏感度,住宅定价,本项目货源梳理，搞清楚自身有什么样的产品和配比 1、楼栋位置楼栋差 2、户型配比户型差,住宅定价,平面差 以
2、指导价为准则，以东西户、景观视野、连廊、户型等各种影响因素为参数，制定各户价格。,住宅定价,垂直差 一般呈纺锤形变化，即低区和高区价格较低，中间楼层价格较高； 根据居住习惯与客户落位情况，确定最佳楼层即价格最高的楼层。,住宅定价,特殊调差 居住公寓：根据居住性质进行特殊调差，如居住公寓； 不利因素：根据是否临路、临商等不利因素单独调差； 顶底跃层、露台：面积偏大，总价较高，考虑单独调差。,住宅定价,优惠体系： 固定优惠+蓄客优惠+回款优惠 根据蓄客情况，制定各项优惠的权重,优惠一：万客会蓝卡0.2%；万客会金卡1%；（两者不同时享受） 优惠二：开盘专享2%优惠； 优惠三：一次性付款额外1%；
3、优惠四：五天内按时签约1%； 优惠五：总经理优惠2%。,住宅定价,非住定价,价格表构成,概念与算法,关于调价,End,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0B
4、D9671240B42E3A24FB80F5A811E2A08,3,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A81
5、1E2A08,2,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,1,e7d195523061f1c0
6、328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,GO,e7d195523061f1c0328eee58866a2c96cef83cb5
7、d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,将,看,到,秘,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354
8、A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A3
9、34A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,秘诀,将,看,到,秘诀就,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F368138
10、83930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,秘诀 就是,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90
11、FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,将,看,到,你,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0
12、FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,你,看,到,说,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C
13、8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,你,将,到,了,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED
14、692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,你,将,看,算,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906
15、C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,59 秒,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F
16、7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,将,看,到,没错,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08,你说了算,e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B0227
