济南润丰项目市场调研报告

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1、济南润丰购物广场项目市场调研及营销建议方案石家庄嘉诚智业文化传播有限公司二零零九年二月十一日40目录第一部分市场调研部分························································································3第一节调查安排······························································································3第二节调查分析总结···

2、·······················································································6一、商业地产调查·······················································································6二、其他投资品种调查·····································································

3、·············12三、其他城市同类销售模式分析与借鉴····································································14四、目标消费群体调查40·················································································16五、调查过程中面临的主要问题及解决方案···············································

4、·················22第二部分项目营销策划方案建议·············································································28第一节项目优劣势分析及目标消费群体分析·····································································28第二节项目销售政策制定··················································

5、···································30第三节售楼部选址和咨询点设置···············································································32第三部分宣传推广建议························································································34第一节40媒体组合策略及广告推广建议·············

6、······························································34第一节宣传卖点·····························································································35第二节活动营销配合销售·····················································································3

7、5第四部分下阶段工作安排·····················································································36第五部分项目销售成本预算···················································································37第一部分市场调研部分第一节调查安排一、调查目的：通过对济南商业地产市场状况，各地产项目的销售政策、销售手法、销售卖点、宣传手法、销售情

8、况；40以及济南市场上现存的投资品种、投资政策及其销售状况的实地考察；并结合济南百姓投资习惯和投资心理——为本项目制定销售价格、销售政策、销售噱头、促销政策、宣传推广策略、成本预算等提供客观科学的市场依据。二、调查内容：1.深入了解市场情况，针对在售以及已售竞争楼盘进行比较性市场调查；2.对目前济南市投资可选择品种进