項(xiàng)目商鋪以租代售建議方案

項(xiàng)目商鋪下一步銷售建議方案一、方案背景狀況按營銷部制訂的商鋪銷售方案安排，項(xiàng)目自4月18日起開始釋放沿街商鋪銷售信息，5月2日起進(jìn)行商鋪?zhàn)o(hù)照免費(fèi)辦理，8月1日進(jìn)行護(hù)照集中升級，8月15日正式開盤，但截止8月15日，累計(jì)辦理護(hù)照46組，護(hù)照升級2組，實(shí)現(xiàn)解籌0組，商鋪銷售成果未達(dá)預(yù)期規(guī)定。二、商鋪銷售成果未達(dá)預(yù)期的因素分析（一）項(xiàng)目住宅6月30日才開始交房，現(xiàn)在項(xiàng)目尚無業(yè)主入住，消費(fèi)需求尚未顯現(xiàn)，商鋪價值得不到體現(xiàn)；（二）項(xiàng)目地段距離縣城中心較遠(yuǎn)，站前商貿(mào)中心規(guī)劃尚未成熟，周邊缺少居住及市政配套，地偏人少不利于商鋪銷售；（三）未對商鋪進(jìn)行現(xiàn)場包裝，銷售前期蓄客期較短且缺少對應(yīng)推廣活動配合，入市定價不低等因素均造成市場對商鋪接受度不高；（四）項(xiàng)目商鋪現(xiàn)在重要目的客戶群體的購置商鋪動機(jī)重要為社區(qū)業(yè)主投資性需求及為業(yè)主提供居民消費(fèi)類經(jīng)營行為，但其經(jīng)濟(jì)實(shí)力有限，對商鋪現(xiàn)在價格接受性低。（五）總而言之，受“天時、地利、人和”三方不利影響，項(xiàng)目商鋪銷售敗北并非偶然，但如能待項(xiàng)目業(yè)主陸續(xù)入住，在高入住率的支撐下使商鋪價值得以沉淀，將來前景仍舊樂觀。三、對商鋪下一步銷售建議商鋪下一步銷售有兩種選擇，第一被動的以時間換空間，待商鋪價值顯現(xiàn)足以支撐起商鋪價格，第二主動通過開展對應(yīng)銷售方略活動（如以租代售，帶租出售）對客戶購置商鋪行為進(jìn)行引導(dǎo)。（一）活動目的（1）通過對意向客戶問訪得知，客戶對項(xiàng)目商鋪存在購置愛好，且購置動機(jī)多出于自營，但普遍感覺項(xiàng)目定價過高，在高成本投入下必然對將來預(yù)期存在疑慮，如能將其購置行為分解引導(dǎo)，通過先租后售的方式，能夠減少客戶疑慮。（2）如商鋪長久空置滯銷，必然影響到項(xiàng)目整體商業(yè)配套的完善，不利于項(xiàng)目整體形象提高，從而影響到項(xiàng)目住宅產(chǎn)品銷售。通過帶租出售及以租代售相結(jié)合的方式能夠避免此狀況發(fā)生。（3）通過以租代售的方式，通過租金收取在一定程度上有助于公司資金回籠。（二）活動期從租戶訂立租賃合同之日起兩年，自10月1日-9月30日（三）租金水平通過市場類比及項(xiàng)目售價結(jié)合租金回報率反算擬定（暫定西面1F50元/㎡起，二F25元/㎡起，南面35元/㎡起）（三）活動方式1、租金收取客戶與公司訂立兩年商鋪?zhàn)赓U合同后，一次性將兩年租金交于開發(fā)商；2、以租代售（1）客戶與公司訂立商鋪?zhàn)赓U合同一年以內(nèi)，租戶樂意購置所租賃商鋪，公司將收取租戶的兩年租金轉(zhuǎn)為客戶購鋪定價并抵沖購鋪款；（2）客戶與公司訂立商鋪?zhàn)赓U合同滿一年局限性兩年內(nèi)，租戶樂意購置所租賃商鋪，公司將收取租戶一年租金，剩余租金轉(zhuǎn)為客戶購鋪定價并抵沖購鋪款；（3）客戶與公司訂立商鋪?zhàn)赓U滿2年且不肯購置所租賃商鋪，公司所收取的租金不予退還，續(xù)租或收回商鋪公司屆時視狀況另行決定。3、帶租出售由于租期較長，為避免公司商鋪銷售受到干擾，如在租期內(nèi)，有其它客戶愿購置以租賃商鋪的（租戶享有知情權(quán)，優(yōu)先購鋪權(quán)），能夠通過訂立三方合同的方式，帶租出售給客戶，租戶租期內(nèi)經(jīng)營不受影響，以訂立購鋪合同之日計(jì)算，之前租金歸公司全部，余下租金歸購鋪者全部；4、招租業(yè)態(tài)建議西面1F，2F分開出租，但必須確保以一托三，業(yè)態(tài)選擇：銀行、超市、藥店、茶樓娛樂、家居建材、家電、高檔餐飲、電信、IT、網(wǎng)吧等。南面業(yè)態(tài)：低端餐飲（早餐店、夜宵攤，快遞，維修等）（四）活動影響1、有利影響（1）有助于公司資金回籠；（2）有助于完善項(xiàng)目居住配套，避免商鋪空置對項(xiàng)目想象產(chǎn)生的負(fù)面影響；（3）先租后買有助于打消客戶對購置商鋪的風(fēng)險顧慮，提高其對商鋪的接受度；（4）有助于商鋪業(yè)態(tài)引導(dǎo)，提高整體形象。2、不利影響（1）帶租出售為其它客戶購置商鋪增加了附加條款，可能會影響其接受度；（2）如項(xiàng)目后期需將商鋪?zhàn)龅盅喝谫Y等行為，將會受到一定限制。四、商鋪預(yù)租價格表計(jì)算方式:每平方租金=商鋪總價*（一年期銀行定時存款利率2.25%+通貨膨脹率3%=5.25%）/12個月/商鋪建筑面積。商鋪1#樓樓棟房號建筑面積套內(nèi)面積單價總價每平米月租金111844.1743.2210050.88443947.451344111750.4749.3810008.35505121.342244111661.0359.719765.42595983.362243111572.7371.169725.74707353.416843111451.8150.699809.30508219.951743111340.7739.899887.96403132.310543111240.7739.899887.96403132.310543111151.8150.699809.30508219.951743111064.4763.089752.26628728.06243110966.1964.769746.19645100.411943110851.8150.699809.30508219.951743110740.7739.899887.96403132.310543110640.7739.899887.96403132.310543110551.8150.699809.30508219.951743110464.4763.089752.26628728.06243110369.2867.799736.05674513.528943110250.4749.389817.02495464.748943110144.1743.229859.55435496.25843商鋪2#樓樓棟房號建筑面積套內(nèi)面積單價總價每平米月租金210644.5743.2210239.16456359.234545210550.9249.3810197.05519233.599245210468.0565.9910122.64688845.861644210368.0565.9910170.47692100.576344210250.9249.3810292.71524104.945945210144.5743.2210430.49464886.961246商鋪3#樓樓棟房號建筑面積套內(nèi)面積單價總價每平米月租金311744.543.2210191.85453537.323245311650.8449.389814.84498986.707943311568.0666.119452.94643367.36341311466.6764.769314.06620968.341541311352.1950.699328.85486872.882141311241.0739.899406.93386342.802941311141.0739.899406.93386342.802941311052.1950.699328.85486872.882141310964.9463.089272.23602138.935241310866.6764.769074.89605022.763140310752.1950.699137.52476887.195540310641.0739.899215.60378484.742940310543.1541.919197.94396890.957140310450.148.669149.55458392.489940310364.9463.089080.90589713.748540310293.8891.198961.63841317.781839商鋪7#樓樓棟房號建筑面積套內(nèi)面積單價總價每平米月租金710166.9464.813224.40885241.430158720166.9464.85424.66363127.010324710267.8765.713221.32897331.026258720267.8765.75421.58367962.850624710368.866.613218.32909420.622258720368.866.65418.59372798.690924710467.8765.713221.32897331.026258720467.8765.75421.58367962.850624710566.9464.813323.25891858.347758720566.9464.85464.20365773.506924710655.8654.0813417.28749489.321459720655.8654.085528.57308826.144424710765.2163.1313428.07875644.659659720784.9882.275456.02463652.199624710878.876.2813378.381054216.35259720890.287.325441.82490851.8606247109100.2497.0413347.421337945.123587209100.2497.045429.05544208.352324商鋪11#樓樓棟房號實(shí)測建面套內(nèi)面積單價總價每平米月租金1110166.9464.813174.97881932.2952581120166.9464.85404.89361803.0859241110266.9464.813184.86882594.2574581120266.9464.85408.85362068.1412241110367.965.7313191.57895707.3323581120367.965.735409.62367312.9616241110468.7666.5613198.67907540.7196581120468.7666.565410.80372046.8687241110567.8765.713201.54895988.7084581120567.8765.75413.67367426.0606241110663.9761.9213224.95846000.1279581120663.9761.925431.14347430.2249241110784.2581.5613099.121103600.503571120794.6191.595327.27504013.1425231110842.8941.5213350.48572601.8761581120863.6261.595436.40345863.5804241110942.5141.5213353.61567662.0411581120942.5141.155553.87236095.205424商鋪12#樓樓棟房號實(shí)測建面套內(nèi)面積單價總價每平米月租金1210184.6481.8313058.761105293.215571220195.0291.875310.77504629.0576231210242.9441.5213300.63571129.1436581220263.761.595416.32345019.7222241210342.5641.1513303.76566208.0937581220342.5641.155533.68235513.454524商鋪17#樓樓棟房號實(shí)測建面套內(nèi)面積單價總價每平米月租金1710167.4964.813321.42899062.4755581720167.4964.85462.37368655.1569241710267.4964.813321.42899062.4755581720267.4964.85462.37368655.1569241710368.4265.713318.39911244.0006581720368.4265.75459.34373527.7651241710469.3666.613315.41923556.5099581720469.3666.65456.35378452.7669241710568.4265.713318.39911244.0006581720568.4265.75459.34373527.7651241710667.4964.813321.42899062.4755581720667.4964.85462.37368655.1569241710767.4964.813271.99895726.8333581720767.4964.85442.60367321.0364241710867.4964.813271.99895726.8333581720867.4964.85442.60367321.03642417109135.37129.9813041.541765433.8315717209135.37129.985283.32715203.28832317110144.24138.513024.821878699.7835717210144.24138.55272.54760510.5075231711157.4955.213310.78765236.9343581721157.4955.25481.39315125.0768241711256.245413316.60748925.697581721256.24545487.21308600.5818241711356.245413316.60748925