[精选]营销策划报告书.pptx

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1、1目录第一章、市场分析——知彼·································································71.1总体市场状况分析······································································81.2周边区域市场分析······································································10第二章、项目优劣势分析

2、——知已····················································152.1优势·····························································································162.2我们需要解决的问题·································································20第三章、目标客户群分析——争夺的阵地··

3、······································223.1目标客户群分类·········································································233.2锁定目标客户群的依据·····························································243.3目标客户群的特征分析···········································

4、··················253.4目标客户群居住追求共性分析·················································262目录第四章、确定形象定位——入市态势···············································294.1从目标客户追求考虑································································304.2从发展商品牌的整合考虑··········

5、··············································304.3形象定位的推导·······································································334.4项目形象定位应实现差异化、广泛的传播力························35第五章、项目核心利益点——主要作战武器···································385.1筛选项目核心利益点的标准要求·····

6、······································395.2核心利益点的体现···································································403目录第六章、项目整体价格策略——辅助武器·········································436.1项目定价策略································································

7、···············446.2项目入市时间分析·······································································466.3项目的总体价格策略及推售安排···············································486.4商铺部分···················································································

8、····52第七章、整体推广策略·········································································547.1整体思路························································································557.2阶段推广策略····