安阳聂村项目市场可行报告.doc

airport was built during the war, but for some reason it could not be used then. Last year, however, it came into use. Over a hundred people must have been driven away from their homes by the noise. I am one of the few people left. Sometimes I think this house will be knocked down by a passing plane. I have been offered a large sum of money to go away, but I am determined to stay here. Everybody says I must be mad and they are probably right.   Lesson22 A glass envelope 玻璃信封 My daughter, Jane, never dreamed of receiving a letter from a girl of her own age in Holland. Last year, we were travelling across the Channel and Jane put a piece of paper with her name and address on it into a bottle. She threw the bottle into the sea. She never thought of it again, but ten months later, she received a letter from a girl in Holland. Both girls write to each other regularly now. However, they have decided to use the post-office. Letters will cost a litt1e more, but they will certainly travel faster.    Lesson23 A new house 新居 I had a letter from my sister yesterday. She lives in Nigeria. In her letter, she said that she would come to England next year. If she comes, she will get a surprise. We are now  living in a beautiful new house in the country. Work on it had begun before my sister left. The house was completed five months ago. In my letter, I told her that she could stay with us. The house has many large rooms and there is a lovely garden. It is a very modern house, so it looks strange to some people. It must be the only modern house in the district.   Lesson24 It could be worse 不幸中之万幸 I entered the hotel manager's office and sat down. I had just lost &50 and I felt very upset.' I left the money in my room,' I said, 'and it's not there now.' The manager was sympathetic, but he could do nothing. 'Everyone's losing money these days,' he said. He started to complain about this wicked world but was interrupted by a knock at the door. A girl came in and put an envelope on his desk. It contained &5o. 'I found this outside this gentleman's room' she said. 'Well,' I said to the manager, 'there is still some honesty in this world !'   lesson25 Do the English speak English? 英国人讲的是英语吗？ I arrived in London at last. The railway station was big, black and dark. I did not know the way to my hotel, so I asked a porter. I not only spoke English very carefully, but very clearly as well. The porter, however, could not understand me; I repeated my question several times and at last he understood. He answered me, but he spoke neither slowly nor clearly. 'I am a foreigner,' I said. Then he spoke slowly, but I could not understand him. My teacher never spoke English like that! The porter and I looked at each other and smiled. Then he said something and I understood it. 'You'll soon learn English!' he said. I wonder. In England, each man speaks a different language. The English understand each other, but I don't understand them ! Do they speak English ?   lesson26 The best art critics 最佳美术评论家 I am an art student and I paint a lot of pictures. Many people pretend that they understand modern art. They always tell you what a picture is 'about'. Of course, many pictures arc not 'about' anything. They are just pretty patterns. We like them in the same way that we like pretty curtain material. I think that young children often appreciate modern pictures better than anyone else. They notice more. My sister is only seven, but she always tells me whether my pictures are good or not. She came into my room yesterday. ' What are you doing ?' she asked. ' I'm hanging this picture on the wall,' I answered. 'It's a new one. Do you like it ?' She looked at it critically for a moment.' It's all right,' she said, 'but isn't it upside-down ?' I looked at it again. She was right! It was!   Lesson27 A wet night 雨夜 Late in the afternoon, the boys put up their tent in the middle of a field. As soon as this was done, they cooked a meal over an open fire. They were all hungry and the food smelt good. After a wonderful meal, they told stories and sang songs by the camp fire. But some time later it began to rain. The boys felt tired so they pet out the fire and crept into their tent. Their sleeping-bags were warm and comfortable, so they all slept soundly. In the middle of the night, two boys woke up and began shouting. The tent was full of water! They all leapt out of their sleeping-bags and hurried outside. It was raining heavily and they found that a stream had formed in the field. The stream wound its way across the field and then flowed right under their tent!   Lesson28 No parking 禁止停车 Jasper White is one of those rare people who believes in ancient myths. He has just bought a new house in the city, but ever since he moved in, he has had trouble with motorists. when he returns home at night, he always finds that someone has parked a car outside his gate. Because of this, he has not been able to get his own car into his garage even once. Jasper has put up' No Parking' signs outside his gate, but these have not had any effect. Now he has put an ugly stone head over the gate. It is one of the ugliest faces I have ever seen. I asked him what it was and he told me that it was Medusa, the Gorgon. Jasper hopes that she will turn motorists to stone. But none of them has been turned to stone yet!   Lesson29 Taxi! 出租汽车！ Captain Ben Fawcett has bought an unusual taxi and has begun a new service. The 'taxi' is a small Swiss aeroplane called a 'Pilatus Porter'. This wonderful plane can carry seven passengers. The most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. Captain Fawcett's first passenger was a doctor who flew from Birmingham to a lonely village in the Welsh mountains. Since then, Captain Fawcett has flown passengers to many unusual places. Once he landed on the roof of a block of flats and on another occasion, he landed in a deserted car park. Captain Fawcett has just refused a strange request from a businessman. The man wanted to fly to Rockall, a lonely island in the Atlantic Ocean, but Captain Fawcett did not take him because the trip was too dangerous.   Lesson30  Football or polo? 足球还是水球？ The Wayle is a small river that cuts across the park near my home. I like sitting by the Wayle on fine afternoons. It was warm last Sunday, so I went and sat on the river bank as usual. Some children were playing games on the bank and there were some people rowing on the river. Suddenly, one of the children kicked a ball very hard and it went towards a passing boat. Some people on the bank called out to the man in the boat, but he did not hear them. The ball struck him so hard that he nearly fell into the water. I turned to look at the children, but there weren't any in sight: they had all run away! The man laughed when he realized what had happened. He called out to the children and threw the ball back to the bank.    Lesson31 Success story 成功者的故事 Yesterday afternoon Frank Hawkins was telling me about his experiences as a young man. Frank is now the head of a very large business company, but as a boy he used to work in a small shop. It was his job to repair bicycles and at that time he used to work fourteen hours a day. He saved money for years and in 1938 he bought a small work-shop of his own. During the war Frank used to make spare parts for aeroplanes. At that time he had two helpers. By the end of the war, the small work-shop had become a large factory which employed seven hundred and twenty-eight people. Frank smiled when he remembered his hard early years and the long road to success. He was still smiling when the door opened and his wife came in. She wanted him to repair their son's bicycle!    Lesson32 Shopping made easy 购物变得很方便 People are not so honest as they once were. The temptation to steal is greater than ever before-especially in large shops. A detective recently watched a well-dressed woman who always went into a large store on Monday mornings. One Monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. The woman first bought a few small articles. After a little time, she chose one of the most expensive dresses in the shop and handed it to an assistant who wrapped it up for her as quickly as possible. Then the woman simply took the parcel and walked out of the shop without paying. When she was arrested, the detective found out that the shop-assistant was her daughter. The girl' gave' her mother a free dress once a week !   lesson33 Out of the darkness 冲出黑暗 Nearly a week passed before the girl was able to explain what had happened to her. One afternoon she set out from the coast in a small boat and was caught in a storm. Towards evening, the boat struck a rock and the girl jumped into the sea. Then she swam to the shore after spending the whole night in the water. During that time she covered a distance of eight miles. Early next morning, she saw a light ahead. She knew she was near the shore because the light was high up on the cliffs. On arriving at the shore, the girl struggled up the cliff towards the light she had seen. That was all she remembered. When she woke up a day later, she found herself in hospital.   Lesson34 Quick work 破案“神速” Ted Robinson has been worried all the week. Last Tuesday he received a letter  from the local police. In the letter he was asked to call at the station. Ted wondered  why he was wanted by the police, but he went to the station yesterday and now he is not worried any more. At the station, he was told by a smiling policeman that his bicycle had been found. Five days ago, the policeman told him, the bicycle was picked up in a small village four hundred miles away. It is now being sent to his home by train. Ted was most surprised when he heard the news. He was  amused too, because he never expected the bicycle to be found. It was stolen twenty years ago when Ted was a boy of fifteen !   Lesson35  Stop thief! 捉贼！ Rov Trenton used to drive a taxi. A short while ago, however, he became a bus-driver and he was not regretted it. He is finding his new work far more exciting. When he was driving along Catford Street recently, he saw two thieves rush out of a shop and run towards a waiting car. One of them was carrying a bag full of money. Roy acted quickly and drove the bus straight at the thieves. The one with the money got such a fright that he dropped the bag. As the thieves were trying to get away in their car, Roy drove his bus into the back of it. While the battered car was moving away, Roy stopped his bus and telephoned the police. The thieves' car was badly damaged and easy to recognize. Shortly afterwards, the police stopped the car and both men were arrested.    Lesson36 Across the Channel 横渡海峡 Erna Hart is going to swim across the English Channel tomorrow. She is going to set out from the French coast at five o'clock in the morning. Erna is only fourteen years old and she hopes lo set up a new world record. She is a strong swimmer and many people feel that she is sure to succeed. Erna's father will set out with her in a small boat. Mr Hart has trained his daughter for years. Tomorrow he will be watching her anxiously as she swims the long distance to England. Erna安阳聂村项目市场可行性报告1 宏观环境分析41.1安阳市基本情况41.11 城市概况41.12 交通情况41.13 产业结构介绍42.14 城市资源特征51.2安阳市经济状况51.21 安阳三产结构51.22安阳GDP增长及人均GDP51.23安阳人口及投资增长62.全国房地产行业发展分析62.1行业政策62.1.1土地政策62.1.2货币政策72.1.3税费政策72.1.4房贷政策82.1.5销售管理政策92.1.6其他政策93.11整体格局：103.12城市规划：113.13房地产市场投资额113.14房地产开竣工面积及土地供应123.15商品房销售123.2安阳房地产市场发展趋势133.21市场划分133.22各区域在售项目143.33在售项目情况143.3安阳房地产市场小结224板块市场分析234.1区域住宅市场成长情况234.11地块区域分析234.2区域内市场产品特征244.21户型特征244.22客户特征255项目拟定方案265.1项目地块265.11地块指标分析265.12地块四至分析275.13地块现状275.14地块配套295.2项目SWOT分析295.3项目定位方案305.31定位关键点把握305.32市场定位315.32物业定位315.33客户定位325.34户型配比定位325.35价格定位331 宏观环境分析1.1安阳市基本情况1.11 城市概况安阳市豫北经济圈核心，地处山东省、山西省、河北省、河南省四省毗邻处。距离郑州187公里，距离石家庄225公里，全市总人口542万人，其中城镇人口202.3万，市区人口102万。1.12 交通情况继承河南交通枢纽优势，向东经310国道500公里可达连云港。经106、104国道货车9个小时到达天津港；扼守北京南向进京门户，京广铁路、京珠高速，106、107国道贯穿南北；.中原经济协作区，11条省级公路干线从市区辐射而出，连接周边180公里半径范围内中原经济协作区，共13个城市，总人口近6000万人。1.13 产业结构介绍中原经济协作区：（长治、晋城、邢台、邯郸、临汾、荷泽、聊城、安阳、焦作、新乡、鹤壁、濮阳、济源）地处中原腹地，是中部崛起的重要基地。是继“长三角”、“珠三角”、“京津翼”三大经济区之后，于1985年中原13市联合成立的又一庞大经济区域，从该区域成立到2005年的生产总值就已经达到6190.87亿元。安阳市中原经济协作区的重要组成部分，目前该区域已形成冶金、煤炭、机械、化工、电力电子电器、汽摩配制造、纺织、建材、医药、烟草等工业体系。安阳市辖区产业分布表区域支柱产业安阳市（含安阳县）化工、电力、机械、纺织、医药、烟草内黄县中国红枣之乡，以农产品生加工为主汤阴县农业、旅游业林州市冶金、机械铸造、建材、轻工纺织、医药化工滑县以农业为主：全国粮、棉、油百强县之一2.14 城市资源特征安阳市是河南省重点工业城市, 工业门类齐全，有钢铁、煤炭、电力、电子、机械、轻工、医药、建材等行业。工业产品1000多种，出口产品远销世界101个国家和地区，中国最大的彩色显像玻壳生产基地和河南省最大的钢铁企业成为安阳支柱产业。安阳资源丰富，主要矿产有煤、铁、矿石、大理石、石英砂、水泥灰岩等，主要农产品有小麦、玉米、棉花、大豆、花生等，是河南省的主要棉产区。红枣、蜂蜜、山楂、核桃、在国内外享有盛誉。1.2安阳市经济状况1.21 安阳三产结构（数据来源：历年安阳统计公报）安阳市第三产业占比较低，在2005-2008年三产比重不断下滑，城市消费力逐渐减弱，2009年第三产业比重有所回升，三产比为13:62:25。1.22安阳GDP增长及人均GDP（数据来源：历年安阳统计公报）安阳经济形势良好，2005-2009年安阳GDP持续增长，自2008年首次突破1000亿元大关以来，2009年经济形势低迷的情况下依然保持着6.8%的增速。2009人均GDP首次突破3000美元，根据世界银行公布数据，人均GDP在800-4000美元之间时，当地房地产市场处于快速发展期及平稳发展期过渡阶段，从宏观经济来看，目前入市时机较好。1.23安阳人口及投资增长 （数据来源：历年安阳统计公报）2005-2009年安阳市人口增长持续放缓，尤其近两年人口增忙缓慢明显，由2005年5.13下降到2009年的4.75，导致该地区住房刚性需求增长缓慢。社会固定资产投资则保持着快速增长的态势，自2005年以来环比增长保持在30%以上，2009年安阳市社会固定资产投资达到740.6亿元，经济发展形势向好。2.全国房地产行业发展分析2.1行业政策2.1.1土地政策关于加强房地产用地供应和监管有关问题的通知3月10日，国土资源部出台整治房地产用地的专项文件关于加强房地产用地供应和监管有关问题的通知，即“国19条”。通知要求：各地当年的保障性住房、棚户改造和自住性中小套型商品房用地不低于住房建设用地供应总量的70%，并严格控制大套型住房建设用地，严禁向别墅供地。从今年4月1日起，市、县国土资源管理部门要建立房地产用地开工、竣工申报制度。开发商应当在项目开工、竣工时，向国土资源管理部门书面申报，各地应对合同约定内容进行核验。对不执行申报制度的，要向社会公示，并限制其至少在一年内不得参加土地购置活动。土地出让时，竞买保证金不得低于出让最低价的20%。土地出让成交后，必须在10个工作日内签订出让合同，合同签订后1个月内必须缴纳出让价款50%的首付款，余款要按合同约定及时缴纳，最迟付款时间不得超过一年。 政策解读：该通知旨在将有限的土地资源倾向于保障性住房及中小户型的开发建设，并通过申报制度，提高土地的利用效率；土地出让新的付款方式提高了拿地的门槛，旨在避免开发商盲目争夺“地王”，并逐渐淘汰实力不济的小开发商。 3月22日，国土部召开国土资源系统视频电话会议，再次强调要加强房地产供应和监管。首次提出要制定保障性住房供地计划，用地计划公布前不得出让住房用地，并且还将在部分城市开展试点，坚持和完善土地招拍挂制度。政策解读：将保障性住房的建设提升到新的高度，期望通过此途径平抑房价过快上涨；同时提出了土地出让制度的新尝试，避免土地财政推高房价。但这两项措施在短期内对市场的影响较小。关于坚决遏制部分城市房价过快上涨的通知改革土地出让制度4月19日出台的“国十条”规定：各地要及时制定并公布以住房为主的供地计划，并切实落实。房价上涨过快的城市，要增加居住用地的供应总量。依法加快处置闲置用地，收回的闲置土地优先用于普通住宅建设。探索“综合评标”、“一次竞价”、“双向竞价”等土地出让方式，抑制住宅地价非理性上涨。政策解读：该通知将3月22日的国土部会议精神上升到法律文件的高度，通过居住用地的增加，加大商品房市场供应量；并通过探索新的土地让方式，抑制地价的非理性上涨。2.1.2货币政策存款准备金利率上调2010年1月18日和2月25日，央行连续两次上调了存款准备金率，且已达到16.5，距历史最高的17.5仅一个百分点之遥。政策解读：存款准备金率的上调主要为应对通胀的压力，防范金融风险，对于房地产的影响在于,控制了银行贷款数量, 增加开发商贷款压力。七折利率优惠取消四大国有银行率先将首套房的优惠利率由7折升至8.5折，国内各商业银行纷纷跟进，自此拉响了房地产信贷政策紧缩的号角。政策解读：七折优惠利率的取消，可看成是房地产信贷政策紧缩的信号，但7折利率的优惠对象主要是以自住为主的刚性需求者，利率的调高将在一定程度上影响真实的市场需求，但力度较小。2.1.3税费政策二手房营业税优惠取消2010年1月1日起，个人住房转让营业税征免时限由两年恢复到五年，个人购买不足五年的非普通住房对外销售的，国家将全额征收营业税。政策解读：市场事实表明，二手房营业税优惠取消并未能抑制交易量和价格的攀升，但随着新的调控措施出台，该政策的效力将得到发挥，在一定程度上扼制投机行为。关于首次购买普通住房有关契税政策的通知3月9日，财政部、国家税务总局联合下发了关于首次购买普通住房有关契税政策的通知，通知指出，