上海景瑞荣御蓝湾项目营销推广策略报告

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1、普罗旺斯生活缔造者【景瑞·荣御蓝湾】-82-目录一、市场篇1、宏观市场分析····························································3页Ø市场环境研究Ø宏观市场小结2、区域市场分析···························································13页Ø供需情况分析Ø整体市场形势分析Ø未来竞争格局Ø区域市场小结3、客户分析··············································

2、·················25页Ø客户梳理Ø客户分析4、易居观点·······························································31页二、营销策略篇1、-82-项目目标解读···························································32页2、项目核心价值的建立·····················································34页3、营销策略核心形成·····

3、··················································35页4、营销策略原则···························································35页5、市场营销策略···························································38页6、营销推广战略核心·······················································39页7、销售

4、策略·······························································42页8、推广时机及推售阶段划分·················································44页9、推售阶段部署···························································45页10、各阶段推广目的及主题、推广形式（如活动）、炒作配合等···················46页11、其他促销策略-8

5、2-··························································53页12、媒体组合推广策略······················································57页三、资源整合创新思路篇············································60页四、附加价值提升举措···············································63页五、竞争设想篇·········

6、··············································66页六、结束语····························································70页七、附件附件一：媒体计划及费用预算················································71页附件二：泛销售网络························································76页-82--82-第一部分

7、市场分析一、宏观市场分析1、2008年中国三季度GDP走势目前中国经济下滑已成共识，08年第三季度GDP增长为9%，已经比前两季度下滑，而三季度7、8、9月的财政收入增幅分别为16.5％、10.1％、3.1％呈大幅下滑的趋势，昭示着经济的滑坡。在一些专家眼里，2008年第四季度或许是中国近些年经济的最低谷。这也是近期中央频频出台刺激政策的原因，而经济衰退的过程中，房地产是很难脱离经济的走势走出单边市场。2、中国经济下滑简析　　（1）目前经济面临的困境，是因为拉动经济增长的三架马车“出口、投资和消费”都面临着很大的问题，概括为

8、“出口萎缩、消费不振、投资面临产能过剩”。（2）金融风暴对全球经济影响较大，目前已有迹象会从金融市场蔓延到实体市场。对金融危机何时结束各方都不敢肯定，唯一能肯定的是全球的经济将放缓并可能陷入衰退，中国经济无法独善其身。-82-全国地产市场现状房企资金极度紧缺。2007年全国房的土地款达10