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【土拍前瞻111】镇江-句容开发区华阳北路西侧、行香路北侧局部地块项目定位报告(3.28日开拍)

发布于 2025-03-24

<p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">一、项目概况</span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">地块编号</span></strong><span style="font-family: 宋体;">:2024-J6-2-01<br /><strong>位置</strong>:镇江句容开发区华阳北路西侧、行香路北侧<br /><strong>出让面积</strong>:30,669㎡(约46亩)<br /><strong>容积率</strong>:1.01<R<1.2(总建面约30,881-36,802㎡)<br /><strong>起始价</strong>:11,026万元(起拍楼面价2,996元/㎡)<br /><strong>规划用途</strong>:商住混合用地(住宅占比≥85%,商业≤15%)<br /><strong>开发周期</strong>:开工时间不晚于2026年3月28日,竣工时间不晚于2029年3月27日<br /><strong>限高要求</strong>:27米(约8层,禁建独栋别墅)</span></span><span style="font-size: 14px;font-family: 宋体;"><o:p></o:p></span></p><p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">二、区位分析</span></strong></span><span style="font-size: 14px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">1.交通配套</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">轨道交通</span></strong><span style="font-family: 宋体;">:S6号线(宁句城际)华阳站1.2公里<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">主干道</span></strong><span style="font-family: 宋体;">:华阳北路(城市中轴线)、行香路(连接中央公园与体育馆)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">公交系统</span></strong><span style="font-family: 宋体;">:华阳北路沿线多路公交覆盖</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">2.商业配套</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">现状短板</span></strong><span style="font-family: 宋体;">:周边碧桂园中央公园等小区缺乏大型商超,居民呼吁便民商业<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">规划利好</span></strong><span style="font-family: 宋体;">:地块15%商业占比可布局社区商业(如生鲜超市、餐饮),福地路南侧三角地块规划商业用地</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">3.教育资源</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">中学</span></strong><span style="font-family: 宋体;">:华阳中学(1公里内)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">小学</span></strong><span style="font-family: 宋体;">:句容实小福地校区(2公里)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">幼儿园</span></strong><span style="font-family: 宋体;">:福地幼儿园(规划中,西侧1公里)</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">4.医疗资源</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">综合医院</span></strong><span style="font-family: 宋体;">:句容市人民医院(车程10分钟)</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">5.文体休闲</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">体育设施</span></strong><span style="font-family: 宋体;">:句容体育馆(南侧一路之隔)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">生态资源</span></strong><span style="font-family: 宋体;">:中央公园二期至五期环绕,绿地率≥30%</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><br /></p></li><li style="font-size: 14px;"><p><span style="font-size: 14px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">三、市场分析</span></strong></span><span style="font-size: 14px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">1.供需现状</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">需求端</span></strong><span style="font-family: 宋体;">:句容城北以碧桂园中央公园为代表的大型社区入住率提升,改善型需求旺盛(二手房均价7,500-8,000元/㎡)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">供应端</span></strong><span style="font-family: 宋体;">:区域近年主力供应为高层产品,低密改善型住宅稀缺(容积率≤1.2项目仅梧桐墅、哈佛星城等)</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">2.竞争格局</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">竞品分布</span></strong><span style="font-family: 宋体;">:旭辉宸悦赋(现房8,000元/㎡)、碧桂园中央公园(二手均价7,500元/㎡)、梧桐墅(容积率1.19)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">差异化机会</span></strong><span style="font-family: 宋体;">:限高27米+低容积率,可打造与周边高层形成反差的品质社区</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">3.政策利好</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">规划调整</span></strong><span style="font-family: 宋体;">:地块由纯住宅调整为商住混合用地,填补区域商业空白<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">城市战略</span></strong><span style="font-family: 宋体;">:镇江推进低密开发(2025年拟出让地块容积率均≤1.5)</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 14px;"><p><span style="font-size: 14px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">四、产品定位</span></strong></span><span style="font-size: 14px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">1.核心属性</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">改善型低密社区</span></strong><span style="font-family: 宋体;">:以6-8层洋房为主,局部搭配叠墅或联排(禁独栋)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">品质标签</span></strong><span style="font-family: 宋体;">:新中式建筑风格、人车分流、40%以上楼间距</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">2.业态组合</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">住宅部分</span></strong><span style="font-family: 宋体;">(85%):<o:p></o:p></span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><ul style="margin-top:0cm;" type="circle" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;">主力产品:建面110-140㎡三至四房(占比70%)<o:p></o:p></span></p></li><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;">高端产品:建面160-180㎡顶层复式(占比15%)<o:p></o:p></span></p></li><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;">差异化产品:建面90-100㎡小户型(占比15%,吸引年轻客群)<o:p></o:p></span></p></li></ul></ul><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">商业部分</span></strong><span style="font-family: 宋体;">(15%):<o:p></o:p></span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><ul style="margin-top:0cm;" type="circle" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;">沿华阳北路布局社区商业(便利店、药店、培训机构)<o:p></o:p></span></p></li><li style="font-size: 15px;"><p><span style="font-family: 宋体;font-size: 15px;">嵌入“邻里中心”模式(生鲜超市+便民服务)<o:p></o:p></span></p></li></ul></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">3.设计建议</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">景观设计</span></strong><span style="font-family: 宋体;">:利用梯形地块布局中心花园,串联中央公园景观资源<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">户型优化</span></strong><span style="font-family: 宋体;">:南北通透、双阳台设计,主卧270°转角飘窗(参考建中国宾府产品线)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">科技赋能</span></strong><span style="font-family: 宋体;">:配置人脸识别、智能家居预埋系统</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 14px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">五、客户定位</span></strong></span><span style="font-size: 14px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">1.核心客群</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">本地改善家庭</span></strong><span style="font-family: 宋体;">(70%):年龄35-50岁,追求低密居住品质,子女教育需求<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">南京外溢客户</span></strong><span style="font-family: 宋体;">(20%):S6沿线通勤客,预算200-300万<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">投资型客户</span></strong><span style="font-family: 宋体;">(10%):看好城北商业配套升级潜力</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><span style="font-family: 宋体;"><o:p><br /></o:p></span></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">2.细分需求</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">中年家庭</span></strong><span style="font-family: 宋体;">:偏好四房+双车位,关注华阳中学学位<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">年轻夫妇</span></strong><span style="font-family: 宋体;">:倾向小户型+商业配套,对智能社区敏感度高</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><span style="font-family: 宋体;"><o:p></o:p></span></span></p></li></ul><p><span style="font-size: 24px;"><strong><span style="font-size: 24px;font-family: 宋体;text-decoration: underline;">六、开发建议</span></strong></span><span style="font-size: 15px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">1.产品设计</span></strong></span><span style="font-size: 15px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">分期开发</span></strong><span style="font-family: 宋体;">:优先建设临华阳北路商业,提升项目展示面<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">成本控制</span></strong><span style="font-family: 宋体;">:利用原厂房拆除后平整地基,减少土方成本</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><span style="font-family: 宋体;"><o:p></o:p></span></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">2.营销策略</span></strong><span lang="EN-US" style="font-family: 宋体;"><o:p></o:p></span></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">价值输出</span></strong><span style="font-family: 宋体;">:主打“中央公园旁低密纯洋房”概念<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">渠道联动</span></strong><span style="font-family: 宋体;">:与南京中介合作,针对S6沿线拓客</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><span style="font-family: 宋体;"><o:p></o:p></span></span></p></li></ul><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">3.风险提示</span></strong><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">商业招商</span></strong><span style="font-family: 宋体;">:需提前签约品牌商家,避免空置<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">竞品挤压</span></strong><span style="font-family: 宋体;">:建中集团地块(容积率1.2)或同期入市</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: 14px;font-family: 宋体;"><o:p></o:p></span></p></li></ul><p><span style="font-size: 24px;"><strong><span style="font-family: 宋体;text-decoration: underline;">七、拍卖出价建议</span></strong></span><span style="font-size: 14px;"><strong><span style="font-family: 宋体;"><o:p></o:p></span></strong></span></p><ul class="list-paddingleft-1" style="list-style-type: disc;"><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">历史参考</span></strong><span style="font-family: 宋体;">:2024-J6-1-01地块成交楼面价2,913元/㎡(溢价率5%)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">溢价测算</span></strong><span style="font-family: 宋体;">:按15%溢价率计算,总价约12,680万元(楼面价3,445元/㎡)<o:p></o:p></span></span></p></li><li style="font-size: 15px;"><p><span style="font-size: 15px;"><strong><span style="font-family: 宋体;">上限建议</span></strong><span style="font-family: 宋体;">:不超过14,500万元(楼面价4,000元/㎡,对应房价约12,000元/㎡)</span></span></p></li></ul><ul style="list-style: none;" type="disc" class="list-paddingleft-1"><li style="font-size: 15px;"><p><span style="font-size: var(--articleFontsize);letter-spacing: 0.034em;"></span><br /></p></li></ul><p style="margin-left:18.0pt;"><span style="font-family: 宋体;font-size: 14px;">(注:本报告数据均来自公开统计及行业调研,分析结论仅供参考)</span><span style="font-family: 宋体;"><o:p></o:p></span></p><p style="-webkit-tap-highlight-color: transparent;margin-top: 8px;margin-bottom: 8px;outline: 0px;font-family: &quot;PingFang SC&quot;, system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: center;"><span style="-webkit-tap-highlight-color: transparent;outline: 0px;color: rgb(127, 127, 127);font-family: 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