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关于老盘新作和产品力提升的思考

发布于 2023-02-14

<p style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;text-align: center;background-color: rgb(255, 255, 255);font-size: 12px;color: rgb(178, 178, 178);">///</span></p><p style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(178, 178, 178);">前言</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">最近大家更关注落地的内容,就像前段时间R开发商的人对R开发商的评价:经营质量比较粗放,这个里面折射出中国房地产行业过去的普遍问题。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">今天分享W开发商资料再解读,主要是想探讨“地产人的价值在哪里”,不是做一个二传手,而是如何夯实具体落地动作。</span></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><p style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><em style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">▼</span></em></p><section data-role="paragraph" style="margin-bottom: 0px;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">01&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p></section><p style="margin: 16px 16px 24px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">7对眼睛的操作与问题</span></strong><span style="color: rgb(51, 51, 51);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 16px;">&nbsp; &nbsp; &nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“7对眼睛”,它对应7个不同的职能,分别是:总经理、财务、营销(定位)、成本、设计、营销(回答目标客户的产品需求)、营销设计(产品测试)。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-backh="93" data-backw="200" data-croporisrc="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9iav0BHJkwCmS2UZ53KRhzKyJ6D6jIu76HLYnTmOnsiaUIXWtASAiaPyqA/0?wx_fmt=png" data-cropx1="681.1319587628866" data-cropx2="1183.8123711340206" data-cropy1="0" data-cropy2="233.74639175257727" data-ratio="0.46215139442231074" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9Jgicr7Rkbb7vq31uK0nFRiaC4E4NMHlGgj5qHcORnxwS8JKHicgHLRtyw/640?wx_fmt=jpeg" data-type="jpeg" data-w="502" style="letter-spacing: 0.544px;text-align: left;white-space: normal;width: 546px;" /></span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">工作流程中存在的问题包括:</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">1.客户定义不够科学,以产品来定义客户,没有回答客户需求。</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">2.土地价值评估不够科学,方法不一定能被甲方接受。</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">3.产品评估方法不统一,缺少动态判断土地价值的能力。</span></strong><span style="font-size: 16px;"></span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="267" data-backw="393" data-cropselx1="0" data-cropselx2="393" data-cropsely1="0" data-cropsely2="266" data-ratio="0.6802030456852792" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9or59zQsfnBnzUeGsa3DlyISXtklLhtkffQI08xtGpR1RMuDvhSvcmw/640?wx_fmt=jpeg" data-type="png" data-w="394" style="width: 100%;height: auto;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;&nbsp;</span></p><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;overflow-wrap: break-word !important;"><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">02&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p></section><p style="margin-top: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;text-align: left;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="letter-spacing: 0.544px;outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">操盘思路如何升级</span></strong><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">总的来说,W开发商内部形成了一种“品类划分”的操盘思路,它可以理解为公司内部对客户、土地、产品的看法。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="327" data-ratio="0.5989847715736041" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9IDQlbuQ72A4qmKPibW61QNmLVdm8MEOmbnPWKbfqf8grxDRvtamnERw/640?wx_fmt=jpeg" data-type="png" data-w="788" style="width: 546px;height: 327px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> 由于土地、客户、产品的不断变化,操盘思路也需要不断创新。<br /></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">很多老盘新作的项目因为政府调控和土地地价变高而产生问题,但这种问题归因并不能真正解决公司问题。为了解决公司问题,需要从土地价值、客户细分、产品塑造和价值呈现的角度重新思考操盘思路。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">以前,因为土地供应不足,找地并不困难,抢地的能力更重要,但现在,以客户为导向,战略指导拿地,再解决问题,是一个新的流程。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略未来三年的目标是帮助开发商发现机会,从企业经营角度出发,思考如何具体实现收益。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“风之玫瑰”是对产品的一个总结,以客户、营销和电影的角度讲故事,强调画面和体验。但需要记住,产品应该是50-70年的使用寿命,不应该仅仅是卖楼那一刻有效。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9hyib71WWGicnrDPicDhhLk4GDumnaSpkpcdZvHAc3icVxHoiczo0A7um3Cw/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;overflow-wrap: break-word !important;"><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">03&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p></section><p style="margin-top: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;text-align: left;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="letter-spacing: 0.544px;outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">定位的工作标准</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9yLVBiaGhzic9qsLYmU0KnAtKwTlvNFhk4Pe7Z06LPI9XHVHndUTA4YpQ/640?wx_fmt=png" data-type="png" data-w="1920" style="width: 546px;height: 307px;" /><span style="font-size: 16px;">定位的4大步骤属于基础工作,但很多开发商也有所缺失,这个可以成为禾略的工作标准——</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1.客户定位是很难的,但禾略已经在这方面做得不错,未来可以尝试动态方面的研究。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2.土地属性和市场定位可以通过禾略的信息化平台来解决,但重点是要分析结构和交叉图,而不仅仅是数据的准确性。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3.产品建议是禾略的短板,需要多去参观项目,总结项目的原型、标杆、故事线等。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4.禾略的工作目标是帮助开发商发现机会,从企业经营角度出发,提供实际、有效的建议,避免毫无意义的建议。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略不是广告公司,需要深入挖掘问题的本质,以专业态度提出建议。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;overflow-wrap: break-word !important;"><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">04&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p></section><p style="margin-top: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;text-align: left;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="letter-spacing: 0.544px;outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">禾略在做什么</span></strong><br /></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9dsYNNPOibHMxR82DiaMbh95FYrZlicfvibuZq6fFNB7j3cbp6pYxZwiafgA/640?wx_fmt=png" data-type="png" data-w="1920" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略的工作目标是做价值、传播价值和兑现价值。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过使用城市地图、客户地图、市场周期和结构化分析市场的内容,帮助客户找到最合适的匹配,以实现客户的经营和运营目标。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略不是传统的顾问公司,而是一个信息化平台,通过与客户团队的合作,和客户一起达到大师的效果。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在做价值的过程中,要了解客户的需求,如经营目标、运营目标、报告对象等。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></p><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;overflow-wrap: break-word !important;"><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">05&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p></section><p style="margin-top: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&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);visibility: visible;text-align: left;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="letter-spacing: 0.544px;outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">营销定位的八大问题</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">今天分享其中六个——</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9iaZavwdiagw8sDWmZq02tR70wxjGHTjV13j3F280APCoaXAibvvuqqvHw/640?wx_fmt=png" data-type="png" data-w="1920" style="width: 546px;height: 307px;" /></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">1、尊重土地属性</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9d5icoGVtk3yF6dxGQ114lon7LZVB5aVDvw8TstgibC4oXarOzNOMSTlA/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><ul class="list-paddingleft-1" style="list-style-type: disc;margin-left: 16px;margin-right: 16px;"><li><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">尊重土地属性,要结合时间、空间发展节奏以及客户选择的市场竞争格局,不能简单受市场影响。</span></section></li><li><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">土地价值的评估需要客观认识,判断能做的是最便宜的改善及高端还是最贵的首置首改。</span></section></li><li><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在尊重土地属性的时候要结合经营目标,避免对土地属性过度拔高。</span></section></li><li><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在做G2到G3的项目时,需要考虑成本价格优势和强有力的竞争对手。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"></span></section></li></ul><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1)如何看配比:</span><strong><span style="font-size: 16px;">尊重规律,正视城市间差异</span></strong><span style="font-size: 16px;">,例如上海、杭州、宁波的房价变化,并且同一个城市也要正视板块间差异,如成都的金融城板块和青白江的房价差异。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9tjO9yyBCInGGI7rCdnnuiaSMFicYNqIapxNTIlm5atcAdazL74I2SMpg/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">尊重土地属性,正确认识它的成熟度和特点,并为其匹配最合适的产品,以获得最高的溢价。</span><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">2)面积相同、做法不同:</span></strong><span style="font-size: 16px;"></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">l关键在于选择适合的客户,以人均面积为指标,例如90平米的"1+1"房和"三代空间"的差别。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9vlYKEeUuryGPZ7wsFq6TO0vjNKLS0QL9IdzI8Cv7JcaaaH3jibqzsDA/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">选择客户时需要了解客户对人均居住面积的要求,以及不同客户对价值判断的差异。</span><span style="font-size: 16px;">&nbsp;&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">3)"首置"不一定越紧凑越好卖:</span></strong><span style="font-size: 16px;"></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">需要精准把握客户的价值趋势点,获得客户认可,才能提升售价。两个面宽的房子也能成为热销。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9ojoM3U6iclH8pzT9yBnThXR5MP2kY29T7bl1UvcYTf18JIkKDicaGyKw/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">涉及客户对土地属性的认知,例如在内陆城市,客户关心的可能是区位,而不是户型。</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">4)土地属性会发生变化:</span></strong><span style="font-size: 16px;"></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">受到城市建设、产业转移、交通到达、商圈营造和人群</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9nCvM1HsdLLs6dzxabyTyib0Nsiaw6QuvNhMoia5LiahRrsSib0UeXswPI0w/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">2、警惕竞争环境</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1)在周期踏空的情况下,销售风险很高。不能只是使用后视镜的方法来确定产品定位,而是需要综合考虑各种因素。<strong>项目的定位决定了客户的选择,以及竞争者的拦截梯队</strong>,因此它很重要。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2)项目定位不仅仅是在户型上决定的,而是需要全方位考虑,包括配套、公区、品牌输出、软性服务等。这样可以<strong>使项目具有独特性,使竞争者难以模仿。</strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">3、前瞻成长环境</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1)交通对土地价值的影响:交通的开通,会改变整个交通属性,对土地价值产生影响,<strong>需要使用量化和结构化分析来表达</strong>。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9uo7lN47ouzgtKDs42O0h4l2wzopxibozkYmokPicyH33KBibKEuQH50eQ/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /><span style="font-size: 16px;">&nbsp;</span><span style="font-size: 16px;">&nbsp; &nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2)城市发展规划的影响:<strong>需要对过去20年和未来5年的城市变化节奏进行分析预测。</strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9rvib8LURh0qLws5ibvly0WO13YvM9tOZWSvrhLfjaKp1Ng4q5wNJUo4Q/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3)客户生长:<strong>高端客户正在年轻化,二胎主流化</strong>,高净值人群流入,开发商需要注意不要把年轻时尚当作高端,因为这两者不等价。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9E4zd6eWSOMUQ6rVLjvKGUoLNGshQyXoKJj6rlhLhTjUDSXCBUVWSVw/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">4、总价决定客户</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">1)交叉表-做主流、保流量</span></strong><span style="font-size: 16px;">,做交叉表的解读是一个重要工作</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9I4F9gucHeHEOI9nljMO6kDf6wD7FC1jDdPqBWxGVU7bW6icAB5H46lQ/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2)怎么找到天花板和溢价,<strong>核心是你对标的板块是谁</strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9qicdxpv4FtHeVs35AfvB9mHw8CuudjpRibB1K8gr7G5tgMjibep1S1GNg/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3)当我们讲客户的时候,我们讲的是总价,<strong>定位没有对错,核心是开发商这个企业的能力怎么样、经营目标怎么样</strong>。</span></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">5、产品改变价值</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">1)产品实现溢价</span></strong><span style="font-size: 16px;">,比如上海翡翠的项目,最初是常规规划,通过加入商业元素,打造城市氛围,使得项目从城郊变成城市,从城市变成高端,从而实现溢价。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico92XB9pK6Rr57bChgEMkpeRnhUVTh5o1Qj54yWugmwhibBMcs3TyaGSZQ/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">2)老盘新作</span></strong><span style="font-size: 16px;">-产品力提升的本质是提升土地价值氛围感,以及产品差异化作为卖点,从而提升客群数量。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9AZxC44ZAfJWiaRRtwYN5IuEibq8VOuVml8omUJVINYY9NiaWgciateVialg/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9BzMN9RzSu2dRLtCDicVbGNpFNKuxhhq5NNQ1jicUEf9NGlC6ibUr793jw/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">3)换客</span></strong><span style="font-size: 16px;">,越往上的客户需求越多,需要在产品力提升,比如老盘新作时,增加满足高层次客户精神需求的内容。</span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico9ez7EgFpqFNuVfGXM4zHrJrHDjWKg5o09NYPkNtKqZ7Tr0ljWiaWfvFw/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);font-size: 16px;">6、标准化与故事线</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5625" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG55cZ2QGYkXa6tMKp3UXico92AvkEHBz8mj7GIHG1eia0I8kzraWQibdDLExW3WibjoH3Gs5DE2Uw0LSg/640?wx_fmt=jpeg" data-type="png" data-w="1280" style="width: 546px;height: 307px;" /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们需要结合开发商的产品,用我们的方法论和结论来分析产品的问题和机会,并告诉客户产品的优势和体验,以及如何在市场中处于有利地位。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">老盘新作和产品力提升的核心就是调整和完善这些内容。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略已经有土地价值、客户特征、产品线分析、周期和市场竞争的分析工具,我们的任务是如何在具体工作中应用这些工具。</span></p><p style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(136, 136, 136);"><em style="color: rgb(34, 34, 34);font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;text-align: center;white-space: normal;outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="font-size: 12px;outline: 0px;max-width: 100%;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">▼</span></em><br /></span></p><p style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(136, 136, 136);">总结</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">今天我们讨论了地产开发行业中的产品力提升和老盘新作的内容。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们提到了通过把方法论、结论结合开发商的产品来阐述项目价值,而这个价值的核心就是调整产品内容,增加客户精神需求的满足度。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们也提到了如何用结构化的视角看市场竞争,处于有利的地位。为了实现产品力提升,我们需要从土地价值、客户特征、产品选择、经营目标周期等方面考虑。</span></p><p style="max-width: 100%;text-indent: 0em;white-space: normal;text-align: center;margin-bottom: 0px;margin-left: 16px;margin-right: 16px;overflow-wrap: break-word !important;box-sizing: border-box !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-size: 12px;overflow-wrap: break-word !important;box-sizing: border-box !important;">-<span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, 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data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZfQibibfZGIkjRNwTHwQ4KNp3zu2sgMcS5VLib1OHNDwOibjnPpUoribI5IcQ/640?wx_fmt=png" data-type="png" data-w="300" data-width="50px" style="box-sizing: border-box;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;width: 50px !important;" width="50px" /></p></section></section></section><section data-role="layout" data-width="20%" style="max-width: 100%;width: 115.594px;overflow-wrap: break-word !important;box-sizing: border-box !important;"><section data-role="layout-inner" style="max-width: 100%;overflow-wrap: break-word !important;box-sizing: border-box !important;"><section data-role="paragraph" style="max-width: 100%;overflow-wrap: break-word !important;box-sizing: border-box !important;"><p style="max-width: 100%;min-height: 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