城市花园项目的全程营销策划执行案.doc

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1、关于“湖山·城市花园”项目的全程营销策划执行案　目     录题   引·············································5第一部分 市场部分····························7第一节较宏观角度的城市政经背景分析················7城市简况····································7国家宏观政策································12第二节较中观角度的绵阳房地产市场分析······

2、········16绵阳房地产总体运行情况······················16绵阳市房地产市场需求预测····················22第三节较微观角度的项目周遍当前类比项目的情况······24（一）供给方面···································24（二）需求方面···································26（三）消费群体···································26（四）推广方面···········

3、························26（五）小结·······································28市场环境认知小结································30 第二部分 项目分析····························31第一节项目立地条件分析····························31第二节项目的比较市场机会分析······················33一、比较市场基础分析················

4、············33二、项目的价格比较竞争机会分析··················43第三部分 定位部分····························46第一节定位目标····································47一、市场目标····································47二、竞争目标····································47第二节项目市场的营销整合定位······················48

5、一、竞争角色定位································48二、项目的市场定位······························48三、目标市场确立································48四、目标客户群体锁定····························49第三节本项目的价格分析····························50一、价格目标····································50二、定价策略···

6、·································51三、定价方式····································51四、项目的市场价格判断··························52五、本项目的入市价格建议························53第四节本项目的广告推广定位························54一、主题形象定位································54二、广告风格定位··············

7、··················55三、诉求重点提引································56第五节项目的功能定位······························56一、项目功能界定································56二、产品规划····································57（一）总体规划构想···························57（二）项目的产品链构建模型（初步）············61

8、（三）户型创新·······························62（四）项目的配置构建·························64（五）初步的命名建议·························65 第四部分项目执行部分························66  一、项目的销售计划·························