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对房地产行业的思考 原创 已修改 第1次修改 2019年09月22日 08时29分

发布于 2019-09-21

<section style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;" data-mpa-powered-by="yiban.io"><section class="xmteditor" style="display:none;" data-tools="新媒体管家" data-label="powered by xmt.cn"></section></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: black;font-size: 13px;">————   前言  ————</span><strong><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: black;"></span></strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.5em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(192, 0, 0);"> </span></strong><strong><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(192, 0, 0);"></span></strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;color: rgb(2, 30, 170);"><strong>大家有没有想过,现在活下来的开发商跟之前被淘汰的有什么区别?</strong></span><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;"><strong><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(192, 0, 0);"></span></strong></span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;">房地产是一个资源型行业,有人会说是资源的问题,但也可以看到很多资源不错的公司,突然之间就不行了。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;">在所有受到冲击的开发商中,正阔步急奔在扩张道路上的顺驰无疑是受创最大的一家。王石索性点名评论:“如果把握好节奏,顺驰能够成为一家非常优秀的公司,但现在它要为盲目扩张造就的奇迹付出代价。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">可见除了资源之外,</span><strong><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(0, 0, 0);">企业组织</span></strong><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">本身的能力也很重要。企业组织是由人群组成的“</span></span><a href="https://baike.sogou.com/lemma/ShowInnerLink.htm?lemmaId=654857&amp;ss_c=ssc.citiao.link" target="_blank" style="color: windowtext;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;" data-linktype="2"><span style="color: windowtext;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;">有机体</span></a><span style="font-size: 14px;"><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">”,是一个“力量协调系统”,说到底还是人的能力。如何有效地组织一个团队?新的方法论和新工具的运用至关重要,如果掌握了一套</span><strong><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(0, 0, 0);">体系化的思考方式</span></strong><span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">,发展趋势也许会大不相同。</span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;">此系列分享主要从宏观、客户、产品三个模块<span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">出发,</span>帮助开发商<span style="font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">更好地去理解房地产开</span></span><span style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">发,也希望能与大家在讨论中产生新的共鸣。</span><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="background-color: rgb(2, 30, 170);color: rgb(255, 255, 255);"><span style="background: rgb(2, 30, 170);letter-spacing: 0.5px;font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">温馨提示:文章很长,良心干货,看完需</span><span style="background-color: rgb(2, 30, 170);font-size: 14px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="background: rgb(2, 30, 170);font-size: 14px;font-family: PingFangTC-light, serif;letter-spacing: 0.5px;">30</span><span style="background: rgb(2, 30, 170);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.5px;">分钟。</span></span></span></section><section mpa-from-tpl="t"><section mpa-from-tpl="t"><section mpa-from-tpl="t"><section><section mpa-from-tpl="t"><section mpa-from-tpl="t"><section mpa-from-tpl="t"><p mpa-is-content="t"><br /></p><section mpa-from-tpl="t"><section class="mpa-template" mpa-from-tpl="t"><section style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><section style="margin: 0px 10px;display: flex;justify-content: center;align-items: center;" mpa-from-tpl="t"><section mpa-from-tpl="t" style="background-image: url(&quot;https://mmbiz.qpic.cn/mmbiz_png/b96CibCt70iaaqjXT4YxgHVARD1NNv0RvKN9LLS7xOXv0KSLeKgvyiaicJKnSjWa8MEm1iayh5vGQfgiaEsOUVECDsGQ/640&quot;);background-size: 360px 278px;background-position: center;background-repeat: repeat;padding: 20px;"><p style="font-size:13px;color:#333333;letter-spacing: 1.5px;line-height:1.75;text-align: justify;margin: 0;" mpa-is-content="t"><strong>导读<span style="font-size: 16px;">     </span></strong> </p><p style="font-size:13px;color:#333333;letter-spacing: 1.5px;line-height:1.75;text-align: justify;margin: 0;" mpa-is-content="t">一、宏观篇:如何选择增量市场?如何获取价值土地?如何提高企业开发周转率?</p><p style="font-size:13px;color:#333333;letter-spacing: 1.5px;line-height:1.75;text-align: justify;margin: 0;" mpa-is-content="t">二、客户篇:客户研究方法的分享</p><p style="font-size:13px;color:#333333;letter-spacing: 1.5px;line-height:1.75;text-align: justify;margin: 0;" mpa-is-content="t">三、产品篇:营销视角的产品策划,及如何指导后续的产品落地</p></section></section></section></section></section></section></section></section></section></section></section><section mpa-from-tpl="t"><section data-width="65%" mpa-from-tpl="t"><section mpa-from-tpl="t"><section data-id="93126" mpa-from-tpl="t"><section mpa-from-tpl="t"><section mpa-from-tpl="t" style="text-align: center;"><br /></section><section mpa-from-tpl="t" style="text-align: center;"><br /></section><section style="text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 45px;">- 1 -</span></strong></section><section style="text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 20px;"><strong>宏观篇</strong></span></section></section></section></section><p style="margin-left: 8px;margin-right: 8px;"><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">很多房企最大的问题其实是从区域地产商向全国性地产商的跨越,深圳的企业除了万科,好像没有哪个企业更为突出,因为万科不是通过土地来获取企业的收益,而是通过持续经营来获取收益。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">那么,万科是怎么通过持续经营走向全国扩张的呢?</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;line-height: 1.75em;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>制定目标,规划增长</strong></span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">万科是第一个提出了用斐波数列的方式去制定目标的企业。《规模》这本书提到规模的增长与组织的匹配程度是相关的,不是同比增长,而是斐波那契螺旋上升。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="338" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2XwyDibwRXJpzlsmfRzNEJSqNEQzOBrXIictqTj2Qaj1yfjkYeu7nvt6w/0?wx_fmt=png" data-ratio="0.5874840357598978" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2XwyDibwRXJpzlsmfRzNEJSqNEQzOBrXIictqTj2Qaj1yfjkYeu7nvt6w/640?wx_fmt=png" data-type="png" data-w="783" style="width: 100%;height: auto;" /></section><p style="text-align:left;"><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">那万科定的这个目标是怎么来的?</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;">业绩的增长是存在规律的,这里面涉及到项目的连续性。大兔子是传统的业务,小兔子是新生的业务,这里面存在既有项目和新生项目的比例关系。</span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="349" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d29VNluV6M1YDHAW2rUNpjydDSRTG5DAnXS1WmEwO1l02jWGzKb9qMDA/0?wx_fmt=png" data-ratio="0.6077844311377245" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d29VNluV6M1YDHAW2rUNpjydDSRTG5DAnXS1WmEwO1l02jWGzKb9qMDA/640?wx_fmt=png" data-type="png" data-w="1002" style="width: 100%;height: auto;" /></section><br /><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;"></span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">0.618可能是企业增</span><span style="font-size: 14px;"><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">长最合适的速度。</span>不是说今年企业做到一百亿,明年做到一千亿以上就可以上市了。你做一千亿要有一千亿的货,要有组织一千亿生产团队的能力,那为了组成这样一个团队,也要付出相应的成本和时间。</span><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;">因此我们要开始思考目前的状况是否符合斐波那契数列的增长,如果不符合斐波那契数列的增长,又会出现什么问题。每一年我们都要有一个接近黄金分割率的发展战略和速度,在某种程度上能降低一定风险。</span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="316" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2HyTDVzDc1svrjdJXSsEB6mYmQlnfnqQv4zlTyPBw1CzXTwRmNsIBUw/0?wx_fmt=png" data-ratio="0.5505430242272348" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2HyTDVzDc1svrjdJXSsEB6mYmQlnfnqQv4zlTyPBw1CzXTwRmNsIBUw/640?wx_fmt=png" data-type="png" data-w="1197" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">这是万科净利润的变化图,完美的契合斐波那契数列的增长规律。会发现一个很有意思的现象,2007年房地产非常火爆,万科的利润增长是超过斐波那契数列的合理利润,超出了合理利润三十亿左右,以至于后来2008年房价下跌再加上次贷危机,万科历史上第一次出现负增长后却没有及时叫停盲目增长的利润,这对于整个企业的稳健增长是有伤害的,但无可厚非,<span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">斐波那契数列为我们打开了一种新的思路。</span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>增加可持续能力——融资能力</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">之前提到企业经营有两个杠杆,一个是经营杠杆,一个是财务杠杆,财务杠杆是讲怎么去融资。房地产对资金的需求一直都是有目共睹的,房地产业作为一个资金密集型行业,本身对金融有极强的依赖性,而房地产投资和消费所需的资金量巨大,远非一般的融资活动可比。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="329" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2FGruaFHnZx9tFGEmTDpzGjDL447dEUia9ibmvqqhLwibI0cglPQnXic8aw/0?wx_fmt=png" data-ratio="0.572928821470245" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2FGruaFHnZx9tFGEmTDpzGjDL447dEUia9ibmvqqhLwibI0cglPQnXic8aw/640?wx_fmt=png" data-type="png" data-w="857" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>随着越来越多的房地产企业实现上市,领先企业在融资渠道方面的核心竞争力也将被进一步削弱</strong>。</span><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">不同的融资方有不同的偏好,如果不能够明确的告诉融资方融资的产品到底是一个什么样的商业模式?是一个什么样的开发套路?能够带来多少回报?这种报酬是高利润率水平还是高周转率水平?只凭借资产去融资是比较难的,这也是万科当时做产品线的原因。早年万科会将产品线写入年报,因为不同的产品线对应不同的回报。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="background: lightgrey;font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>可复制的商业模式有利于企业融资 。</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"></span></strong><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"></span></strong>商业模式决定了你的融资方式,如果一个产品不具备可复制性,则意味着他的成功一定具备偶然性。如果你的成功是偶然而不是必然的情况下,对融资而言是不利的。</span><span style="font-size: 14px;color: rgb(0, 0, 0);"><strong>为了解决融资的问题,标准化的工作必须提上日程,将成功有偶然转换成必然。</strong></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="312" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2KQiaqnBLPKlffOp7gDURvcQwDyXy18PZImClVwfmbDMLPfrBFmOzv8A/0?wx_fmt=png" data-ratio="0.5423728813559322" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2KQiaqnBLPKlffOp7gDURvcQwDyXy18PZImClVwfmbDMLPfrBFmOzv8A/640?wx_fmt=png" data-type="png" data-w="767" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">例如之前郁亮说的白银时代、黄金时代。其实对与错根本不重要,重要的是让大家统一对时间跨度的定义。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">黄金时代对应高周转、赚快钱。如果想鼓舞一个人去冒更大的风险,那么你需要给他一个更高收益的预期。后来郁亮讲黄金时代结束的意思是表示万科不想冒险了,因为房地产赚暴利的那个时代结束了,现在最大的问题是要控制风险,郁亮所讲的观点是一语贯之的,包括之前所说的活下去,旨在收敛聚焦。而孙宏斌的想法恰恰相反,他认为现在是最好的钻石时代,因为他关注的是利润率,因此融创还敢拿地王。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">从统一口径角度看,会发现这两个人说都没错,但是事实只有一个,我们拭目以待。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: black;">保证有质量地增长</span></strong><strong><span style="font-size: 14px;color: black;"></span></strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>标准化管理体系</strong></span><span style="font-size: 14px;">是现代投资经营的一个起点,本质就是用结构化、模块化更好地去管理工作,从而实现有质量的增长。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>一个企业的目标经营是应该符合稳健的、稳定的、符合大自然规律的方式去做制定。</strong></span><span style="font-size: 14px;"><strong><span style="font-size: 14px;font-family: 等线;color: rgb(0, 112, 192);letter-spacing: 0.5px;background: white;"></span></strong><strong><span style="font-size: 14px;font-family: 等线;color: rgb(0, 112, 192);letter-spacing: 0.5px;background: white;"></span></strong><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">基于这个前提下,曲线才能是可控的,具体到我们的业绩目标定下来以后要如何考核它,因为在企业的经营理念里,有生产的一部分,也有分配的一部分,分配那部分是如何确定的是由我们生产效率界定的,而生产效率要怎么界定?</span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;"><br /></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">万科给出了一个评判的基本方式</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">——</span><strong><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">杜邦公式</span></strong><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">。</span></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="400" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2GSfKCmcIjGJ0d1fqgnCO0EqCDwqkqkkVVBG8OFQLbnjibTN0VaVABuA/0?wx_fmt=png" data-ratio="0.6960651289009498" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2GSfKCmcIjGJ0d1fqgnCO0EqCDwqkqkkVVBG8OFQLbnjibTN0VaVABuA/640?wx_fmt=png" data-type="png" data-w="737" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">所有企业利润的增长,其实都离不开股东的支持。所有的股东就是资源,股东有可能是国企,有可能是私企老板,有可能是国家。他们只看权益收益率,就是我能赚到多少钱。</span><br /><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">杜邦公式的关键点在于</span><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>权益收益率</strong></span><span style="font-size: 14px;">,权益收益率分解出来是净利润和所有者的权益,所有者的权益分解出来是资产权益和消费者权益,再逐步分解得到最后销售净利润、资产周转率和权益乘数的关系。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">为了解决这个净利润的问题,在资产总额不变的情况下,你会发现净利润与销售收入保持正相关。华发总资资产非常大,但销售收入水平不行,以至于净利润很低,即使他每年都有一个百分之百的增长,大家也只会觉得他们把资产都闲置了。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">事实上,靠规模增长获益的企业, 能在从中获得的净资产并不是特别多,过去来讲,大家都是靠扩张的方式来实现增长,这可以理解为弯道超车,但就像前面所说,<strong>至少在周期的末端是需要加强风险控制的。</strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;"></span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">其实房地产发展到今天,整个中国的开发模式是有点分化的,</span>从传统的房地产追求的利润角度来说未来五到十年一线城市机会渺茫,结论不一定对,但一定适合大部分开发商,因为在一线城市的资产周转率没有了,权益收益率会趋于0。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">这也是北京万科开始创业的原因,在<span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">地价与房价之间的比例达到</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;">1</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">比</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;">1</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">的关系时</span>,他们的资产已经不具备周转率了,<span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">开发的土地越来越少,房价涨得没地价快,在这种情况下,快速开发其实并不利于企业去获得利润。</span>深圳很多公司也面临这样的问题,把手里的项目都卖完了赚了一笔钱,然而赚的钱后来在深圳连地都买不起。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(83, 129, 53);font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>周转效率才是决战未来的能力</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>郁亮提出:</strong><strong>“房地产的利润率会持续走低”,</strong>很多人并不认同,认为房价涨这么多怎么可能利润率会持续走低。如今地价成本越来越高,其增长速度远超房价,资金成本也一直在上升,在这种情况之下,整个房地产利润率持续走低是正常的。</span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>周转效率才是决战未来的能力</strong></span><span style="font-size: 14px;"><strong>,</strong>这个观点最先是美国最大的房地产公司帕尔迪提出,本质是对抗这个资本资金成本上升的一个手段。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">那么,该如何提高企业开发效率?<strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;background: white;"></span></strong><strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;background: white;"></span></strong></span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">下面是一个内部的案例,当时万科提出了一套非常科学的工作方式,我们首先需要有样板房来做引路,然后再有全套施工图,之后再出清单进行招标,签署合同后才能施工,大家去看这四个节点,每一个节点都看似合理,但你会发现它真正落地的时候,它会带来非常不科学的结果。</span></section><section style="text-align: left;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="428" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2lqZ5htHQUKb87eliccGibyXjnPicIiah37NX03wbSBy13Ok3hf1Z5zHjEA/0?wx_fmt=png" data-ratio="0.7465667915106118" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2lqZ5htHQUKb87eliccGibyXjnPicIiah37NX03wbSBy13Ok3hf1Z5zHjEA/640?wx_fmt=png" data-type="png" data-w="801" style="width: 100%;height: auto;" /></section><p style="text-align: left;line-height: 1.75em;margin-left: 8px;margin-right: 8px;"><br /></p><section style="line-height: 1.75em;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>我们需要打败大师经验这种模式。</strong></span><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"></span></strong><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"></span></strong></span></section><section style="line-height: 1.75em;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"> </span></strong><strong><span style="font-size: 14px;color: rgb(0, 112, 192);"></span></strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">当你做运营的时候,就会出现这样的怪圈,在落地过程中会遇到很多问题,到这时我们才会思考问题出在哪里。个人认为这里面的问题是由专业决策过程中的大师模式所引发的,大师模式也是很多当下的房地产开发企业一种比较常见的模式,也是很多创业公司的常见模式,其实说白点就是权威模式。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">当我们今天去看房地产行业的排行榜,我们不妨思考一下这个排行榜真的有价值吗,或许它只是按照销售规模来进行排名。王石作为万科的创始人,即使他离开万科,但万科的业绩一直是在稳定有序地增长,这是一种很了不起的状态,恰恰因为万科当年发现了这样一个问题,</span><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>如果我们想去建立一个企业真正具备的核心的能力,而且这种能力是有效率的。</strong></span><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">拿地、定位、设计、建造、销售都靠大师,但大师是不对服务输出经验的,因为大师是不对任何人服务,是需要大家对他服务,在万科的内部,是不希望有这种大师的情结的,不盲目地去追寻权威,而是跟权威形成挑战,甚至是消灭权威,消灭权威以后换来的则是效率。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="404" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d22NjTCWffbYc1nJVyztKA5vGhOoQwYYTtWiaSRvibA9gw3n8ST1EuCf1Q/0?wx_fmt=png" data-ratio="0.7039030955585465" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d22NjTCWffbYc1nJVyztKA5vGhOoQwYYTtWiaSRvibA9gw3n8ST1EuCf1Q/640?wx_fmt=png" data-type="png" data-w="743" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">于是便衍生出以下情况,我们要消灭大师,本质上是我们要思考的是要以怎样的方式去替换掉大师,而不是当一个破坏者。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">宝洁则是当时走在比较前面的外企之一,至今也是一个很典型的企业,尽管现在很多人认为宝洁已经不行了,但利润和业绩水平依然是非常高的。它在内部设置了多条产品线对应着不同的业务,具体到某一个业务的分支就是产品构成,而产品构成对应不同的产品、原料以及产品经理想输出的卖点,再由这些卖点去形成客户的需求,这是当时宝洁对于产品的思考。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">所以,我们可以看到宝洁是用这样的方式消灭大师的——对不同的产品进行客户细分,这种商业思考的方式可以提供客户更多的选择。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="345" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2LDmylTDL2zHicz6uHq7s1R4OWOklgCJmef1e6vRes3GzaaBGoPK2Qlg/0?wx_fmt=png" data-ratio="0.6013793103448276" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2LDmylTDL2zHicz6uHq7s1R4OWOklgCJmef1e6vRes3GzaaBGoPK2Qlg/640?wx_fmt=png" data-type="png" data-w="725" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">这是万科从宝洁学习的收获,然而大部分企业把产品线理解为制造层面的管控,产品线其实是一套标准的生意模式,由成本、收入构成,对应制造和销售。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: black;letter-spacing: 0.5px;">具体到房地产行业,日本开发商给到了我们启发,因为今天我们发生过的东西其实在日本都已经发生过了,他们同样从客户的需求出发,进而引入产品形态的区分</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;">——</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;">高端公寓、低密度产品跟高端出租物业。</span></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.7492917847025495" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2jKlyibgR0PaMZgcLCyPnibjfBYR9NEGEjfb2oOFZialItj1ibpTQniay7kg/640?wx_fmt=png" data-type="png" data-w="706" style="" /></section><section style="text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.575075075075075" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2TgIf3tL15ciclWN9s4d3Boalxb9F30DNsg6h6xeKDYw481icMZ7a95qQ/640?wx_fmt=png" data-type="png" data-w="666" style="" /></section><section style="text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.575136612021858" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2sNGIHp8jEkkDicU1Oy8N46SG6T7QzbObwF2BiavgCvMUI2OHDnnOcF9Q/640?wx_fmt=png" data-type="png" data-w="732" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">以上引发了我们的思考:按照产品线的思路,我们现在所在的企业、行业、事情和周期,根据不同的客户需求和市场竞争情况以及我们能获得资源的难易程度,把它们分门别类地罗列出来,我们是否做了一个排列组合的最优解。如果没有,那我们就需要开始警惕,企业是否正以规模扩张的方式去实现盈利。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="letter-spacing: 0.5px;background: white;font-size: 14px;color: rgb(2, 30, 170);">我们需要具备系统化、结构化的执行能力。</span></strong><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">如果我们放弃了通过依赖资源增长来实现业绩增长,那我们也应该放弃依赖大师,毕竟大师是有限的。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="letter-spacing: 0.5px;background: white;font-size: 14px;color: rgb(2, 30, 170);">这一点上,万科通过客户的研究、城市地图和产品库三者为一体来替代大师。</span></strong><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">房子不只是一个物品,它还跟我们的生活相关,伴随房子的是服务和街区文化,而这些内容都是替代大师来解决的。</span><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="415" data-backw="553" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2EZRCmdEz2Ln8s8aaLok5gA7KIjkAoMlpicJInNZnic5hFwavOPOR33kQ/0?wx_fmt=png" data-oversubscription-url="http://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4B81pCa8s6QRrQSzMv53d2sV830MQfm1icGSec6aIzXGbZQy9aibK7HNSynt0JkJ47PSUz5ibNEI0hg/0?wx_fmt=jpeg" data-ratio="0.7504520795660036" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4B81pCa8s6QRrQSzMv53d2sV830MQfm1icGSec6aIzXGbZQy9aibK7HNSynt0JkJ47PSUz5ibNEI0hg/640?wx_fmt=jpeg" data-type="jpeg" data-w="553" style="width: 100%;height: auto;" /></section><p><br /></p><p><br /></p></section></section></section><section mpa-from-tpl="t" style="white-space: normal;"><section data-id="93126" mpa-from-tpl="t"><section mpa-from-tpl="t"><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><br /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 45px;">- 2 -</span></strong></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 20px;"><strong>客户篇</strong></span></section><p><br /></p></section></section></section><section mpa-from-tpl="t"><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>基于人口红利,把握市场趋势</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">万科的客户研究是研究中国未来会怎么样,每个人处于不同的生命周期对应大的需求是不一样的。我们首先从客户的角度出发,人类的人口消费特征跟大宗商品的波动是相关的,大宗商品的波动性来自于人口的波动性。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">在《下一个大泡泡》中提出了一个<strong>人口红利理论</strong>,美国当年的经济大腾飞是由70年代的婴儿潮所带动的,因此万科也按照人口红利的思路对整个中国做了一个人口细分——中国婴儿潮是1962-1972年这一批人群。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2bMYXc7sb80vpOxf9gLOvzOLofibfNUgnZubAnwzsRQX01JgnRFObk2g/0?wx_fmt=png" data-ratio="0.7506963788300836" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2bMYXc7sb80vpOxf9gLOvzOLofibfNUgnZubAnwzsRQX01JgnRFObk2g/640?wx_fmt=png" data-type="png" data-w="718" style="width: 100%;height: auto;" /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">这里面其实有个非常重要的节点,在2015-2025年这段时期,正好是我们所说的婴儿潮人群去置办他们人生最大房子的时候,所以在2015年以后,房地产市场变得愈加的火爆而且价格不断上涨,背后的原因有大家讲的货币超发、土地供应不足、住房供应不足等一系列问题,但主因是市场的客群已经从原来的购买首置首改的、低价格和多功能产品的年轻人转换成了购买改善型、品质型和舒适型产品的中老朋友。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;font-size: 14px;">在这个过程中,必然带来了价格的上升以及婴儿潮人群保值增值资金投资需求的快速形成。现在房子不够的最主要原因并不是没有地方可以住,而是缺乏保值增值的资产可以去购买,事实上去抢房的人都不是没有房子的人,他们都是有能力一次性付款的人,在限购限贷的情况下,你会发现这些人手头上至少超过两套房子,他们实际上在做的是资产配置的抢购。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">中国房地产发展到了今天,在一线城市里,投资需求已经变成了第二主流需求,在这样的情况下,房价必然是居高不下的。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">延展到我们对整个行业发展的思考层面,当政府开始控制房价的上涨,存量的资产机会在这时候就会涌现出来,如果开发商能通过对老旧的商业、办公、自动资产的运营以及职业经理人价值创造的能力,这时候它就能变成聚类保值、增值功能的资产,再搭配上后面陆续出台的资本退出、资产证券化的方式,那么未来会有很多婴儿潮人群会把资金配置到这样的产品上去,这也是未来我们值得关注的一点。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"> </span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;">进行客户细分,关注主流客群</span></strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;background: white;font-size: 14px;">为什么要做客户细分?</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="background: white;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;background: white;font-size: 14px;">面对成千上万的消费者,他们的需求千差万别,又随着时间、环境的因素变化而变化,在这样一个大体量的市场,任何公司都无法满足顾客所有的需求。为了把项目落地,我们需要做一个客户的细分,根据不同的生命周期里面会形成不同的家庭核心,找到不同的家庭的核心会产生不同的房屋需求,通过生产、营销打造能将自身利益获得最大化的目标市场。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ubAiasW1ibK2ibB100pG1B4t9BjdTnibp619CprZEOMUXLF2bKXaVJiaVUw/0?wx_fmt=png" data-ratio="0.7497076023391813" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ubAiasW1ibK2ibB100pG1B4t9BjdTnibp619CprZEOMUXLF2bKXaVJiaVUw/640?wx_fmt=png" data-type="png" data-w="855" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">除了需要了解客户的需求以外,我们还需要关心客户的支付能力,不同的年龄有不同的财富积累,对应不同的支付能力。</span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">财富分为两部分,一部分是积累,另一部分是新增。我们会通过客户拥有资产的情况、所从事产业的月薪情况和日常消费情况,综合去判断这个客户有没有支付能力。</span><strong><span style="font-size: 14px;">万科在做客户研究时的原则是做主流客群。</span></strong></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2Xtycq7wL19faojMFVQUl809H3EOlbcszNEDSrzSzNYSG95MZAV4Aicg/0?wx_fmt=png" data-ratio="0.75" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2Xtycq7wL19faojMFVQUl809H3EOlbcszNEDSrzSzNYSG95MZAV4Aicg/640?wx_fmt=png" data-type="png" data-w="828" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;font-size: 14px;">在客户研究过程中,存在一个问题:没有办法在企业内部传播。也就是说它的语言是不标准的,所以万科尝试把不同角度的观点给融合起来,<strong>变成一个统一的语言——不同的生命周期,不同的支付能力,会产生不同的购买动机。</strong></span><span style="font-size: 14px;"><strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;"></span></strong><strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;"></span></strong></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ZcyaibUuOSYLhzHBpvfB7W6hLUrkiccUjP3rfHEia76bgs0vrPjT7BeRQ/0?wx_fmt=png" data-ratio="0.7503105590062111" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ZcyaibUuOSYLhzHBpvfB7W6hLUrkiccUjP3rfHEia76bgs0vrPjT7BeRQ/640?wx_fmt=png" data-type="png" data-w="805" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">这样的二维矩阵可能是不够的,它只是选择了万科所认为的最有效的主流客群,三个维度包括了支付力、生命周期和购买动因,虽然这个矩阵并没有涵盖市场上所有的客户类型,<strong>但在当时确实建立了一套可以沟通的语言体系,而客研要解决的问题实际上是内部沟通的效率问题。</strong></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2iaZgOicmn79w2A4l9KlM9vnbmqaCyFQR0WfB9HqOS8IURtcibX3gakLHw/0?wx_fmt=png" data-ratio="0.7503201024327785" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2iaZgOicmn79w2A4l9KlM9vnbmqaCyFQR0WfB9HqOS8IURtcibX3gakLHw/640?wx_fmt=png" data-type="png" data-w="781" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;font-size: 14px;">按照万科对行业、企业经营、人员要求三个原则的理解,再结合对整个中国人口红利的两个原则的理解,它最终形成一张可以在万科内部沟通的表格,共同的语言可以帮助万科提高工作效率。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: black;letter-spacing: 0.5px;">以下是通过业主年龄</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;">+</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;">孩子</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;">+</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;">老人三者排列组合,同时合并同质型家庭,最终得出了多类家庭结构。</span></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2SbU1fkS00eE0KicFEJQy0xtkfS2DSGZpy1SSz0MOPIjIy8CLsJTibKZQ/0?wx_fmt=png" data-ratio="0.7503015681544029" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2SbU1fkS00eE0KicFEJQy0xtkfS2DSGZpy1SSz0MOPIjIy8CLsJTibKZQ/640?wx_fmt=png" data-type="png" data-w="829" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;">客研工作,就像一套“语言体系”,统一语言,解决说不清楚的客户问题,但仍然有不落地的通病,下一步的工作是将客户落到产品层面去,通过打造产品系统化体系解决客研无法应用到实际场景中发挥作用的问题。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;"><br /></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"></span></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;text-align: center;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 45px;">- 3 -</span></strong></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;text-align: center;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 20px;"><strong>产品篇</strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;">分类匹配,高效落地</span></strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"><br /></span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">房地产的特殊之处在于房地产不是一个生产材料可以任意获取的行业,土地在很大程度上对开发商有制约因素,因此我们需要了解土地的价值和边界,并对土地进行分类。万科对土地做了一个简单的分类——市区、城郊和郊区。在三个分类的前提下,形成了金色、城花和四季系列。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">以金色系列为例,土地的价值是城市中心、交通便利、生活配套完善,客户的价值是便捷成熟的城市生活。当客户购买这套房子的时候,他不仅是购买在这块土地上建造的附着物,还购买了这块土地的区位。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;font-size: 14px;">为什么要强调金色系列里面,土地价值要高于房屋价值本身,这涉及到当我们做方案的时候,如果土地价值高于房屋价值,为了把最有价值的部分给到客户,这时候方案会更倾向于均质化地分配资源,如果要定义均质化分配资源的指标,那就是更低的覆盖率和更集中的户型面积段,在更均质化的分配之后,售价会变得更高。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2IjwZVaXeoUgZNk95ica2gDXfKte4YK4Svb7hQxmJDx67lO8DY2nGHXg/0?wx_fmt=png" data-ratio="0.75" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2IjwZVaXeoUgZNk95ica2gDXfKte4YK4Svb7hQxmJDx67lO8DY2nGHXg/640?wx_fmt=png" data-type="png" data-w="844" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">城花的特点在于土地跟城市的距离比较好,配套居中水平,客户的获益是节省时间成本,获得相对好的生活资源。大多数开发商面对这样的土地,采取了较为折衷的投资方式</span><span style="font-size: 14px;"><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;">——</span><strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">拉高拍低</span></strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">。</span></span></section><section style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;"></span></strong></span><br /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d26BNibE3nICjZH35qjJG041ice7Xf1cVvHJrfiabibCLcbjPNKHVwz2ApgQ/0?wx_fmt=png" data-ratio="0.75" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d26BNibE3nICjZH35qjJG041ice7Xf1cVvHJrfiabibCLcbjPNKHVwz2ApgQ/640?wx_fmt=png" data-type="png" data-w="728" style="width: 100%;height: auto;" /></section><section style="font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;"></span></strong></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">土地价值最低的四季系列主要落位于郊区住宅,土地价格低,配套缺乏。对于客户而言,这时候购房是在买性价比,<strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">在这种情况下,性价比并不等于绝对低价。</span></strong><strong><span style="font-size: 14px;font-family: 等线;color: rgb(51, 51, 51);letter-spacing: 0.5px;"></span></strong><strong><span style="font-size: 14px;font-family: 等线;color: rgb(51, 51, 51);letter-spacing: 0.5px;"></span></strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">举个例子,有一个年轻人拿了五千万去认了十个筹,然后去摇号,他就变成第一个选房的人,你会惊讶地发现他最后选了那套最便宜的房子。也就是说,即便在购买两千万以上物业的客户里面,也有追求性价比的人——<strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">所以当我们对客户做了细分以后,我们会发现不同的客户群都会有追求性价比的人。</span></strong></span><br /><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;font-size: 14px;">在这种情况下,如果我们一开始就放弃在产品打造方面的专业能力,选择低收入客群里那一批追求性价比的人,产品的价格就会相应较低。这就是为什么万科能做到比别人贵1000的溢价能力,本质上不是万科在成本投入做得更多,</span><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">而是万科在匹配方面做得更好。</span></strong><strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;"></span></strong><strong><span style="font-size: 14px;font-family: 等线;color: black;letter-spacing: 0.5px;"></span></strong></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2T381ryd1cgt8Q9gclohZoSIBbBCF3zVS0dcF4iaqs043K8AnlB8JEww/0?wx_fmt=png" data-ratio="0.750924784217016" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2T381ryd1cgt8Q9gclohZoSIBbBCF3zVS0dcF4iaqs043K8AnlB8JEww/640?wx_fmt=png" data-type="png" data-w="811" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">基于万科对土地的思考,形成了基本的品牌管理系列</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;">——</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">金色、城花和四季系列,</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">万科以矩阵的形式来划分客户和土地,在基于交叉矩阵的前提下,既形成了产品系列,从而在内部形成标准的沟通语言,提高工作效率;同时又在内部管理上对所有项目进行分类管理,从而提高项目的落地率。</span></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="430" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2gKQCYqAYKv6v3REZKaalIu56PXzeuBl07strtRv0ghByFAf9kblGicQ/0?wx_fmt=png" data-ratio="0.7494331065759637" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2gKQCYqAYKv6v3REZKaalIu56PXzeuBl07strtRv0ghByFAf9kblGicQ/640?wx_fmt=png" data-type="png" data-w="882" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;">对于大部分开发商而言,存在一个误区——从客户直接落到产品。因为客户其实也不知道他们需要什么。这时需要开发商和职业经理人来呈现价值,我们需要帮客户寻找到一个土地成本既合理的,产品力又合适的,产品价格既负担得起,客户体验又舒适的综合解决方案,这个方案一定不在客户那里,而是在我们这里。</span><span style="font-size: 14px;"><strong><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">而客户研究的首要条件是实现客户与土地价值的匹配。</span></strong></span><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;"><strong><span style="color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;font-size: 14px;font-family: 等线;"></span></strong></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2xZcDxbCjRmZ0el0tIcx4qHqH7JjkiblEjaDR9A7Fl8GaOZ5tBAoHC4w/0?wx_fmt=png" data-ratio="0.750278706800446" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2xZcDxbCjRmZ0el0tIcx4qHqH7JjkiblEjaDR9A7Fl8GaOZ5tBAoHC4w/640?wx_fmt=png" data-type="png" data-w="897" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">万科在对产品的研究中采用了</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">“</span><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">定义、分类、做交叉矩阵</span><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">”</span><span style="font-size: 14px;color: rgb(51, 51, 51);letter-spacing: 0.5px;background: white;">的思考路径,万科认为,在客户眼中的住宅产品等于地理位置、周边配套、小区配套和房屋本身,很多开发商在谈产品的时候,谈的不是消费者眼中的产品,而是自己眼中的产品,事实上这样的维度是混乱的,以建造者和生产者的角度去看产品是略为偏颇的。</span></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="430" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2qCWEXibkyibUpy1Xb3eBNNMs6mArbib6H6HQuXIv2JDSw9M56QgiaytGtQ/0?wx_fmt=png" data-ratio="0.7494117647058823" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2qCWEXibkyibUpy1Xb3eBNNMs6mArbib6H6HQuXIv2JDSw9M56QgiaytGtQ/640?wx_fmt=png" data-type="png" data-w="850" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">进一步去做分类,地理位置、周边配套及环境属于大的土地属性方面,小区环境及房屋本身属于小的产品方面,大部分的开发商是不具备改造城市的特征,他们把产品发力聚焦点放在了小区环境及房屋本身。</span><br /><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">当我离开万科去往其他企业时,他们更加强调的是不同容积率下的户型标准化和景观标准化,除此之外,他们还要考虑土地开发。当你学会了万科思考问题的方式,其实你面对不同特点企业时,你仍然能为他们找到解决方案以及对应解决方案之下的执行策略。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2IKnNMia9f1X8M6mJbmcYBibAiboz0ANVtiaWxl4H8MGpCpvdIlfBv7JIyQ/0?wx_fmt=png" data-ratio="0.75" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2IKnNMia9f1X8M6mJbmcYBibAiboz0ANVtiaWxl4H8MGpCpvdIlfBv7JIyQ/640?wx_fmt=png" data-type="png" data-w="772" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">以下是万科基于对整个中国人口需求的理解分类和万科能获取的土地类型的分类以及万科在这些分类之下选择的最优的房屋本身解决方案。G1到TOP2的八大系列并不能覆盖整个房地产市场,只是代表了万科选择的较为主流的,可开发的产品品类。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2Qoficlgf4RAsIXkvnCZQrbxf5b44p67d7CRlGmu6oKk3lmHK9XCibcsw/0?wx_fmt=png" data-ratio="0.7506142506142506" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2Qoficlgf4RAsIXkvnCZQrbxf5b44p67d7CRlGmu6oKk3lmHK9XCibcsw/640?wx_fmt=png" data-type="png" data-w="814" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">现在我们和万科的内部人员合作的过程中,一旦我们采取这样的品类语言去做沟通的时候,我们在很多项目的认知上会快速地达到同一认知水平,这样有利于我们更快地从语言分歧和认知分歧进入到语言一致和认知一致,从而有利于下一步的具体工作解决方案的提出。</span><br /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">体系的结构化和系统化进一步的延展必然就是算法化,从这张图中可以看出,在此以外,开发商还存在很大的空间去开拓;此外,同样一个客群,覆盖它的产品品类也不只一类。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="430" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2icPJU8g3uPjJDgDe0afOCEZ7jzOmmuLGkfKuwh8XNqicS4nswJEaOjNg/0?wx_fmt=png" data-ratio="0.7495711835334476" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2icPJU8g3uPjJDgDe0afOCEZ7jzOmmuLGkfKuwh8XNqicS4nswJEaOjNg/640?wx_fmt=png" data-type="png" data-w="583" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">透过数字去看背后,从今天的排行榜来看,万科以产品线的方式去系统化地管理项目开发,实现大规模的增长,更多的开发商则是以负债增长来带动规模增长,这种方式实质上是违反和谐可持续、符合大自然规律增长的原则,因为在地球上曾经有一种生物以这种方式增长,它通过吃得更多长得更壮活下来,最后地球的气候发生变化,它就灭绝了。</span><span style="font-size: 14px;"><strong><span style="color: black;letter-spacing: 0.5px;background: white;">它就是恐龙。</span></strong></span><span style="background-color: white;color: black;font-family: PingFangTC-light, serif;font-size: 14px;letter-spacing: 0.5px;"></span></section><p><br /></p><section style="text-align: left;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ogoSDMJ5ITicr9DFtZ8MvrmtuKcQX6df6Qg840XdDOEKr7hQGIUOq2Q/0?wx_fmt=png" data-ratio="0.7503045066991474" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2ogoSDMJ5ITicr9DFtZ8MvrmtuKcQX6df6Qg840XdDOEKr7hQGIUOq2Q/640?wx_fmt=png" data-type="png" data-w="821" style="width: 100%;height: auto;" /><span style="background-color: white;color: black;font-size: 14px;letter-spacing: 0.5px;text-align: justify;">除了规模化和标准化,这种体系还可以形成品牌的架构。根据不同的品牌,输出不同的管理方式,品牌包含着与客户的情感连接,不同客户与不同产品品类的情感连接方式也是不一样的。而当我们完成这一系列的架构以后,也就可以跟客户形成更好的情感连接。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="430" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2EPrvDpBYiaoNibu1zR4CQQq3s5bOibaibxKmlJq8zbw1VoImetsEPusNFA/0?wx_fmt=png" data-ratio="0.7494061757719715" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2EPrvDpBYiaoNibu1zR4CQQq3s5bOibaibxKmlJq8zbw1VoImetsEPusNFA/640?wx_fmt=png" data-type="png" data-w="842" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">我们需要有动态规划企业经营的能力。为什么今天万科不再是一味地只做住宅,是因为在万科的整个经营理念里面,天生就带有这种动态规划的能力,这种动态规划的能力是基于系统性地、标准化地、交叉矩阵式的思考而来的,而不是单凭灵感。这也就是为什么优秀领头羊的团队有时候却不及由一群平凡劳动者组成的团队,是因为领头羊的思维是跳跃点状式的,而非是系统标准化的。</span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2sRicEg5CfdMuaqNY5aqkiaM3IiafewLt9eltknmwGm4Giar0IMg7jWrbeA/0?wx_fmt=png" data-ratio="0.7503045066991474" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2sRicEg5CfdMuaqNY5aqkiaM3IiafewLt9eltknmwGm4Giar0IMg7jWrbeA/640?wx_fmt=png" data-type="png" data-w="821" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: black;letter-spacing: 0.5px;background: white;font-size: 14px;">动态规划还可以延续到对客群的动态把握,现在很多开发商通过价格去界定二三线城市的首置首改,其实是不太严谨的。在</span><span style="font-size: 14px;"><span style="font-size: 14px;font-family: PingFangTC-light, serif;color: black;letter-spacing: 0.5px;background: white;">2015</span><span style="font-size: 14px;color: black;letter-spacing: 0.5px;background: white;">年以后,中国的主流需求已经从原来的首置首改转化成为从无到有,首改,再改,再到高端,投资也从有到优,从有到多,从有到个性化,再到独特这样的一个阶段,基于这种认知下,也会影响到我们对产品线和产品品类重新的拟合。</span></span></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="431" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2YepnsePZl8QqEibcWUhRZzK5BKQvgNnPTxOBDTWAftNtzmw79oVceGQ/0?wx_fmt=png" data-ratio="0.75" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2YepnsePZl8QqEibcWUhRZzK5BKQvgNnPTxOBDTWAftNtzmw79oVceGQ/640?wx_fmt=png" data-type="png" data-w="780" style="width: 100%;height: auto;" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">房地产开发行业实质上是一个非常高危的行业,只是因为过去十年,市场发展得太好,以至于忘记了97年金融风暴的时候倒闭最多的是房地产开发商。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">很多开发商在做完测算以后发现价格不支撑,会转做大户型,因为大户型的溢价能力更高,但他们忽略了一点是:客户因为地段可能根本不想买他们做的大户型,或者说即使有客户,那也是少量的,也不足以支撑销售策略的落地。</span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="430" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2OwO4Bnd2RaWFcta5bKS8CGcGQmT55Oxm0G04EEtkiay3fV8N1aABZ7g/0?wx_fmt=png" data-ratio="0.7492307692307693" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2OwO4Bnd2RaWFcta5bKS8CGcGQmT55Oxm0G04EEtkiay3fV8N1aABZ7g/640?wx_fmt=png" data-type="png" data-w="650" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">当做土地测算不下来时,还是要回到客户本身,去选择一个更具购买力的客户群,观察该客户群的购买意愿,如果不愿意,我们是否可能创新一个产品去激发客户需求。</span><br /><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;">产品线选择</span></strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"><br /></span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(2, 30, 170);">把握城市主流市场,确定项目发展战略</span></strong></section><p><br /></p><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5627157652474108" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2aiafz8yuANXfMk3p6FIR1XP4DwRRzZJcAm2HRZLPvkIambXTbicAMbTA/640?wx_fmt=png" data-type="png" data-w="869" style="" /></section><p><br /></p><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">万科采通过标准化的管理、系统化的方式解决了这个问题。可以看到即便到2006年,C这个郊区的品类的贡献度仍然超过50%。客户篇讲到,万科在2001年做了一次成交客户跟婴儿潮的对标,得出一个很重要的结论:婴儿潮的人群不买我们的房子,而他们的支付能力最强,因为婴儿潮的人不会买C品类,他们要买G2品类。这就是万科对把握城市主流市场做的思考和对项目发展战略做的调整。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">该怎么把握主流市场?</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(2, 30, 170);">一、应城市而变</span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">不同的城市要根据相对应的主流市场确定战略,万科跟据2010年的数据通过分面积段的成交金额划出三类城市:</span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5630165289256198" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2CjEBEBhIYte4EUxGzT4PpTdCR48ARYUBCvkqxle7pqHlk7pGdKcdVQ/640?wx_fmt=png" data-type="png" data-w="968" style="" /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5620300751879699" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2niaN4pWV2o1Udonlicu3aljJEA4LtwopPb6sGrlNftHUxiahKNfPwUXiaQ/640?wx_fmt=png" data-type="png" data-w="1064" style="" /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5621468926553672" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2k6hx5FvmflBOUsPCAAlrFvIn3pP6KXAicFWY9CFP7xRODKJpob7Q8Ow/640?wx_fmt=png" data-type="png" data-w="1062" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>三角形城市:</strong><strong>产品线选择以首置首改为主</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>类桶形城市:</strong><strong>产品线选择以豪宅为主,刚需为辅</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>枣核形城市:</strong><strong>产品线选择以品质改善为主</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">所以绿城和滨江才会出自杭州,上海万科才会发明翡翠系列,深圳万科才会从改金域华府系列为臻山府系列,这都不是偶然,一切都通过客群结构决定了。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(2, 30, 170);">二、因市场环境而定</span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(2, 30, 170);"><br /></span></strong></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="323" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2gNEgos5q2icaLrdYwibvEs6uLc1yY765KbmulichJbElyCvshP47YL9rw/0?wx_fmt=png" data-ratio="0.5629017447199265" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2gNEgos5q2icaLrdYwibvEs6uLc1yY765KbmulichJbElyCvshP47YL9rw/640?wx_fmt=png" data-type="png" data-w="1089" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">市场下行时:</span></strong><span style="font-size: 14px;">整个市场规模变小,应压缩成本,毕竟性能提升再多,价格也不会有很大的涨幅</span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">市场上行时:</span></strong><span style="font-size: 14px;">就应提升性能,获得更大的价格涨幅。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;"><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>三、结合土地而判断</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong><br /></strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="323" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2R2jmGymEc8vMnicAQPYZY62OLS6rD0CorNzQIVfxHnplDpTwbYbAnxA/0?wx_fmt=png" data-ratio="0.562874251497006" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2R2jmGymEc8vMnicAQPYZY62OLS6rD0CorNzQIVfxHnplDpTwbYbAnxA/640?wx_fmt=png" data-type="png" data-w="1002" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">土地不稀缺还便宜</span></strong><strong><span style="font-size: 14px;">:</span></strong><span style="font-size: 14px;">面对较大的竞争,大量开发和销售,挤压对手的生存空间</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">土地不稀缺还贵</span></strong><strong><span style="font-size: 14px;">:</span></strong><span style="font-size: 14px;">悉心打磨产品</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">土地稀缺又便宜</span></strong><strong><span style="font-size: 14px;">:</span></strong><span style="font-size: 14px;">大家在梦想中实现</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">土地稀缺而贵:</span></strong><span style="font-size: 14px;">延长开发周期</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">产品线应用</span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">开发商为什么能赚到钱,需要布局和能力,就是<strong>“去哪里,做什么”</strong>,产品线的选择和竞争力加起来就等于回报。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">以无锡魅力之城为例,评价一个方案最重要的指标就是建筑密度,也就说明土地的价值在整个产品的营销过程中应该是占据了很大的比重,因此,建筑密度越大,相同面积的土地你可以卖的空间就越大</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">但是,根据城市扩张理论,近郊地块一段时间后会被扩张的城区给覆盖,那个时候做这样的产品是否还能够满足指向客户的需求呢?不一定,因为城区的客户有足够的支付力,同时对产品的质量和品味要求也就越高。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">绿城就不一样了,绿城是一家专注高端化的公司,项目密度小,小区配套好,绿化覆盖多。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">为什么会有这样的差别呢?做产品定位的一个重要思路,就是</span><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>资源再分配</strong></span><span style="font-size: 14px;">。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">一块土地,如何根据土地价值和产品价值分割成一个个更小的方块,二者的优先程度如何排序是一个重要的课题。在拥挤的城市里做一个项目,如何才能让产品比别人更有优势呢?低密度、低容积率,大公共空间的项目是一定有溢价率的。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>总而言之,万科是投入产出追求均衡,绿城是投入产出追求最大化。</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">如果想在城区里拿地,就一定要有做豪宅的勇气,如果想产品户型更加丰富,覆盖人群更广,那么品质一定会有所下降,这是一个互相权衡的关系。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>得出结论,中心楼盘的产品户型趋于一致,不是偶然,而是市场要求的必然结果,是定位背后的客观逻辑造成的。</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;"> </span></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;">产品线管理下的标准化</span></strong><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong><span style="font-size: 14px;"><br /></span></strong></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="462" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2UKdDYLFj9BD2ib1iaI8vPKO9e3dpm7Bo0ErJIpjy8tFia8fEyl7Rr1gBg/0?wx_fmt=png" data-ratio="0.8053763440860215" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2UKdDYLFj9BD2ib1iaI8vPKO9e3dpm7Bo0ErJIpjy8tFia8fEyl7Rr1gBg/640?wx_fmt=png" data-type="png" data-w="930" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">标准化和产品线是不一样的,很多公司都在做标准化,但标准化其实没什么用处,这只是房地产公司的一本</span><span style="font-size: 14px;color: rgb(0, 0, 0);"><strong>字典</strong></span><span style="font-size: 14px;">而已。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(83, 129, 53);font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">标准化产品线管理对开发商而言非常重要,统一采购、开工,提升工作效率,缩短项目周期从而实现现金流快速周转,保证企业更好的生存。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>如何做定位?</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">定位是一个系统工程,背后有一套完整的思考和研究,需要充分把握三个维度:<strong>竞争、行业和消费者</strong>。通过同时对这三个维度的研究和考量,界定企业最大的机会在哪里,然后对这个最大机会进行提炼、界定和把握,并将资源配置好。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">以前都是大家凭着感觉去拍脑袋,现在要在各个维度上去量化这个内容,让结果更加准确。万科的项目定位是分析土地属性——分析新增板块——前期分析(包括潜在客户类型,周边配套)——产品建议。</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">定位始于竞争,终于价值创造,因此<strong>我们在这个基础上进行了产品深耕和打磨。</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong> </strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(2, 30, 170);"><strong style="font-size: 14px;">通过城市数据化描摹,提升对城市定位达成共识的效率</strong></span><strong style="font-size: 14px;"></strong></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5642787046123651" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2QBB1fdWGSZ1ILneJTuuq2QPBxMj6zI49VZdiabSwVAcm3gcQ6wPQ7aQ/640?wx_fmt=png" data-type="png" data-w="1019" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong style="font-size: 14px;"><br /></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(2, 30, 170);"><strong style="font-size: 14px;">通过城市排名变化,预判未来房价趋势</strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5618597320724981" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d27phVa7udWPW7Cz0VQtn6vtJMB5tNqrmfSwkeonS7MoTlhDY6aHeH6g/640?wx_fmt=png" data-type="png" data-w="1269" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(2, 30, 170);"><span style="font-size: 14px;"><strong> </strong></span><strong style="font-size: 14px;">通过空间量化研究,提升找地效率和准确度</strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5586890243902439" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2qRW1giauqng9QIl4c2HXJHFWCA11iaYkDcNCJiacMdiaXQf5TejvFyZogA/640?wx_fmt=png" data-type="png" data-w="1312" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><strong style="font-size: 14px;"><br /></strong></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(2, 30, 170);"><strong style="font-size: 14px;">通过客户分析,判断目标客户的核心诉求</strong></span><br /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.555984555984556" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2Cuzfv0eTY3nxn0zgdAcM1xsXBvYsVsc20amJrtnIt5DDqBzUQibAib9g/640?wx_fmt=png" data-type="png" data-w="1295" style="" /></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;"><br /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="color: rgb(83, 129, 53);font-size: 14px;"></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>通过市场周期研判,找准拿地、销售最佳时点</strong></span><span style="font-size: 14px;"></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.562125748502994" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2zm7AlWZxy51wx4wCF9HExskrjs7Ykt0mbm9lFG6rUQAH9DfwIftJbw/640?wx_fmt=png" data-type="png" data-w="1336" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>通过元胞机预测,判断未来土地扩张方向,提前布局</strong></span><span style="font-size: 14px;"></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-ratio="0.5631188118811881" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d24r7okQmbkzE9uqEj9OkCQcmvFzqY0HOObZ7euzEEhVBquvGj7csGcw/640?wx_fmt=png" data-type="png" data-w="1616" style="" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">  </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;color: rgb(2, 30, 170);"><strong>最终给出产品结论,在合适的范围内做主流产品</strong></span><span style="font-size: 14px;"></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><img class="rich_pages" data-backh="322" data-backw="574" data-before-oversubscription-url="https://mmbiz.qlogo.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2FVQH9pOrHSk3honGPOaG2eewD2h5Gse1vSicA8yeuDV188NaadrZlRg/0?wx_fmt=png" data-ratio="0.5596330275229358" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4B81pCa8s6QRrQSzMv53d2FVQH9pOrHSk3honGPOaG2eewD2h5Gse1vSicA8yeuDV188NaadrZlRg/640?wx_fmt=png" data-type="png" data-w="1417" style="width: 100%;height: auto;" /></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong>————   小结    ————</strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><strong> </strong></span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;">目前的竞争态势下,开发商必须塑造<strong>专业化</strong>形象,需要不断寻求新方法,通过<strong>差异化</strong>战略获得竞争优势。顺境中借势而行,逆境中苦修内功,不然,盲目的乐观终将把一部分开发商推入深渊!</span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"> </span></section><section style="margin-left: 8px;margin-right: 8px;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 12px;color: rgb(214, 214, 214);">—— END ——</span></section><p style="white-space: normal;"><br /></p><section style="white-space: normal;text-align: center;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 12px;color: rgb(214, 214, 214);">猜你想再看</span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;letter-spacing: 0.544px;line-height: 27.2px;widows: 1;text-align: center;background-color: rgb(255, 255, 255);"><br /></p><section style="margin-right: 8px;margin-left: 8px;white-space: normal;letter-spacing: 0.544px;line-height: 27.2px;background-color: rgb(255, 255, 255);text-align: left;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 12px;"><strong>城市:</strong>| <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831649&amp;idx=1&amp;sn=191239418c15b0c6f395c843415da5fd&amp;chksm=8351793eb426f028970ac64031955167bfde997cdc96375bfb3bce25b5076f1458e11be2be27&amp;token=217203186&amp;lang=zh_CN&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">徐州</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831649&amp;idx=4&amp;sn=3a8acfb05820bbd38cd7b15a58e92ec9&amp;chksm=8351793eb426f028dfd96ec6ffc5239a84aaf25b6643813aa6b4a597b9a3215e7ab25e2b4eaf&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">宿迁</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831649&amp;idx=3&amp;sn=1fcdc66fac79d5ba9504bc24314a14f9&amp;chksm=8351793eb426f02829eef9ba1dfcb8c3e91edb05d3c1d34c548b82f618928834f1da5907d2e7&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">淮北</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831649&amp;idx=2&amp;sn=18d65f24543e71ff6bc70eb1cb0a7bde&amp;chksm=8351793eb426f028b98805f0f7555bfc57e3aefe6c76e7ca8df0369ad5dcc4a593a011a9b029&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">唐山</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831649&amp;idx=5&amp;sn=9f550e5d1f6bd3becc92df723adedd61&amp;chksm=8351793eb426f0289523b13ecd4fcb3d227a3cb259a09e504d388ace5a5eb25ece3aecfe8d46&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">天津</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831491&amp;idx=4&amp;sn=4c4fb5ce9d25c1fe6012d719c5878c82&amp;chksm=8351799cb426f08a8a6b9f35c8db84ceac56401b6da4a6429d1bc5e3339251db372a5045c242&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">深汕</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=5&amp;sn=c2d8bae147d4a2d86ec992c50c39ddad&amp;chksm=8351796cb426f07a50b1acbe92593aabba12c3fb95e9966d93ecad99918dbcf654b9ce767405&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">哈尔滨</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831491&amp;idx=3&amp;sn=1e787f725d62f227dbc6c33d0b9ea3eb&amp;chksm=8351799cb426f08accd8896c160b37e7a4436d21e1fbf2cc596763115db5ef6e04dc914ce478&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">兰州</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=4&amp;sn=048088acd651254d77cc238d71b1af04&amp;chksm=8351796cb426f07a7c36e33460f244db68a856502151c73820b314470b7e24412b9a8b6dcd5b&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">常德</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831491&amp;idx=2&amp;sn=b6295a149a38a026e886d81014b568f3&amp;chksm=8351799cb426f08a8a8d7adbd8721956fd91c59be8bd1ec35d4f9963a11e7e67bee72cd49405&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">南宁</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=8&amp;sn=0efaff09c26e604d7aa5c29376c129ad&amp;chksm=8351796cb426f07abb37dd11a0cfe941868be2b543feebf288460418759254327292658947ae&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">桂林</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=3&amp;sn=12f08ffb076544edcbc24e91bc3d87d7&amp;chksm=8351796cb426f07a1cd4530a9033d462d4732c500dcdda723bdc3a87f4d55f1c62f657a4cb77&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">柳州</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=6&amp;sn=0a89c4ab17039cec25754aa111b87308&amp;chksm=8351796cb426f07a6fdc14a1c0e877928f2fa46798a8b592b2b2023ad1c65081bbc80b2fafad&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">蚌埠</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=7&amp;sn=1bc72e377ffc3b621c2886d68c437515&amp;chksm=8351796cb426f07adc8c50a3e1409197892c508ad9c27a6b52f8e4dde12740baf5674f5a7fa6&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">合肥</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831491&amp;idx=1&amp;sn=10e3d481f7fd0ff46dafe2648cd3ddfb&amp;chksm=8351799cb426f08a5118705d6b85487fa97dd013a2aee842be719ee13086aab8dee370b54185&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">南京</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831603&amp;idx=1&amp;sn=9ffda0c7d9667d6700966a8bab12eccf&amp;chksm=8351796cb426f07a4e94a2471b2d59264ed4460e0567c63095fad9c5704541a546d7bc23584a&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">上海临港</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831065&amp;idx=1&amp;sn=2ffb60d98d02ebcab655c55d34d0acbf&amp;chksm=83517746b426fe509cc721e0e3acf05fd1f60b8695dc3b66c08c0a7aa917e7471b013b02c2c2&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">太原</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830804&amp;idx=1&amp;sn=f571d8218b897b21571a6b2f497d3a1b&amp;chksm=8351744bb426fd5d509591673f4082563a02342283f53dfda255ad33304e6746d6448051b9ea&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">温州</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830454&amp;idx=1&amp;sn=4e7c3289190e2a69c5fb20f2ae8a6d94&amp;chksm=835175e9b426fcffa5f65cafe5274b1c296caf1a51e13ef4c7920c5a18847bef3c7b13c2bfd0&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">昆明</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830295&amp;idx=1&amp;sn=f680ffa2ddf52783e9a7730971520d48&amp;chksm=83517248b426fb5e0efc1e5c62d15b173e4d23ab7aafaab82c6ce861e98d96271fe5dc7db798&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">嘉兴</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830278&amp;idx=1&amp;sn=8441ac780477cd9def8d4e9d7866f143&amp;chksm=83517259b426fb4f93ff50f1c07d7b830f16ec4d1e0c23f64ef15a78a056ae301274ffbb8ec3&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">重庆</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830196&amp;idx=1&amp;sn=7a599cf338734c1d41c6fa16005b1641&amp;chksm=835172ebb426fbfdda6873adbeddc124ae670de675a7c36d11977106150a1d924572ea70f299&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">成都</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830221&amp;idx=1&amp;sn=f5994dbfe9fa00ffce4b5be1a69f3244&amp;chksm=83517292b426fb8419e771cf48ea94de01fc7dc909b4e8c2759c6423b8be6080bc5bd1c248cc&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">深圳</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649829995&amp;idx=1&amp;sn=cd78421e4f2e724f552f8eefc65e0236&amp;chksm=835173b4b426faa26aed46ed566bc1f8ffa11498370fed14fa9d0690795a3eff5a186c63a03d&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">上海</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649829512&amp;idx=1&amp;sn=421f2b766d75009082de8fc1e81cd8d2&amp;chksm=83517157b426f84197c93fd852a3e3f93019c9d81e099784ad0aa09f326ca9dd33a0edb7cfd7&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">珠三角</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649829480&amp;idx=1&amp;sn=c77baf137c109f1017170a708548d37b&amp;chksm=835171b7b426f8a1d942708988b8f4bd875366f5928d1db99470ccad6958aa0c8cd47b292c23&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">雄安新区</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=401964235&amp;idx=1&amp;sn=8839375241e6a7e69f49aec108ca1ad6&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">无锡</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=203026648&amp;idx=1&amp;sn=466dca69ff3eb746e2e5c21831d57f0f&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">北京</a> | <br /></span></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;letter-spacing: 0.544px;line-height: 27.2px;background-color: rgb(255, 255, 255);text-align: left;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 12px;"><strong>热点:</strong>| <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831957&amp;idx=1&amp;sn=a889b497d60264ef90aea585e4d4556f&amp;chksm=83517bcab426f2dc5e2b3778bc8e8834b453c4eac98c490ebeb525c4a5b01093fe602418b8fb&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">美国地产</a> | </span><a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831073&amp;idx=1&amp;sn=b9e813dced68e2e1397bd2cc2b6d05c7&amp;chksm=8351777eb426fe68993e996d9312897701ad0e93a7703c5d719dc20ebf09a1b0c6715f502e4d&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);font-size: 12px;">长租公寓</a><span style="font-size: 12px;"> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830578&amp;idx=1&amp;sn=73f5149b299d5ce19a433c365eedee83&amp;chksm=8351756db426fc7b173558a1765830766ec5f7fb387e652250f10a106ef6490821f809722cfb&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">中美贸易战</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830503&amp;idx=1&amp;sn=2fae9eec64a6ed71f0c4ee9e4e9bafe7&amp;chksm=835175b8b426fcaec41bb2a484ef939ac78474c77acde2d96a6f7f8b61a0f4ade630c13e7f90&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">粤港澳</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830398&amp;idx=1&amp;sn=ffd40b9cb7730bd712d8f053280d6fa9&amp;chksm=83517221b426fb37e97b45db61547227724f5a09e6a2a0484a55475066ac41fc1b0165954d0d&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">万科商业</a> | <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830360&amp;idx=1&amp;sn=3cea24af7ebf848fde74c52538f111e5&amp;chksm=83517207b426fb11a1ae1c301117e9626ba09012aa9d8b4d8f722e45423ecb7e63987f50bec5&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">2018年走势</a> |<br /></span></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: left;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 12px;"><strong>专业:</strong>| <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831987&amp;idx=1&amp;sn=8553537eb64de48a9b7eb16564fe8988&amp;chksm=83517becb426f2fa0c63ef59ace65085334609b45795331170f0edb7f455d154c06d53aa85f7&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">穿越熊市</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831371&amp;idx=1&amp;sn=9b15fe316680aabc64e2b7c37e5767d8&amp;chksm=83517614b426ff0229de8ab490c6a7fb33f9e7de34bae145abd3565818c5965c1eca5a4b0029&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">地产研报</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831103&amp;idx=1&amp;sn=6ae2c7ba214abd19c76ed907399b77b7&amp;chksm=83517760b426fe767422812a59d53a334c00664a2cc146d59a076bc0e59a062f518c7df00861&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);">投资</a> |<a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649831043&amp;idx=1&amp;sn=dcae4bb0d9c69a6aefeb48f7447dff10&amp;chksm=8351775cb426fe4a32f43b1fe3a11ebffb7d381291adc0746d6d0ed9f3efb882617e0407aa10&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);"> 思考</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830765&amp;idx=1&amp;sn=d21dbefeb5e1aea1599bcec8fae7a7d4&amp;chksm=835174b2b426fda4b66776ffb3da368f2b71e44233e17581d647b246e52aa53255140e3adac0&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">客研</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830698&amp;idx=1&amp;sn=27ffa7f097500e9e7fb23f99fdce51ef&amp;chksm=835174f5b426fde3854d2eec6dc6fd1c0c182faa0218d1b0ce833e50c860c23b062b88f914e0&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">高周转</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830656&amp;idx=1&amp;sn=dc61474f9d09133fcce2934476ea10c1&amp;chksm=835174dfb426fdc9575a9a316aef5c25d051f574d0cd96ae3d1cda189bca7c7b0b7447e403e4&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">房价预测</a> | <a href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830457&amp;idx=1&amp;sn=37a5c454028fb849c2c5fce3b3575756&amp;chksm=835175e6b426fcf07c9d8fdee249e33edf0ae7f5684be2290c3145624ad430d880a10a654ebd&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">2018房地产报告</a> |  <a href="https://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649830201&amp;idx=1&amp;sn=1816623486b879233513443f1df6ec59&amp;chksm=835172e6b426fbf07aa0f023c3ff79ca1cf11606fc2f2b66cfe773222e3fa1df7f92affa90b6&amp;scene=21#wechat_redirect" target="_blank" data-linktype="2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0);outline: 0px;">远郊定位 </a>|</span></section><section style="margin-right: 8px;margin-bottom: 0.1px;margin-left: 8px;white-space: normal;text-align: center;line-height: 1.75em;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;"><span style="font-size: 14px;"></span><br /></section></section>

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