【正文】 “在水一方”營銷全程策劃 共 52 頁 1 目 錄 摘 要 ............................................................................................................................................. 4 Abstract ............................................................................................................................................ 5 引 言 ............................................................................................................................................. 6 第一部分 市場(chǎng)研究 ........................................................................................................................... 7 一、沈陽市房地產(chǎn)市場(chǎng)分析（宏觀） .......................................................................................... 7 （一）沈陽房地產(chǎn)市場(chǎng)分析 ................................................................................................. 7 （二）渾南新區(qū)市場(chǎng)分析 ..................................................................................................... 9 二、樓盤臨近地段房地產(chǎn)市場(chǎng)分析（微觀） .............................................................................. 10 （一）本樓盤區(qū)位特點(diǎn) ...................................................................................................... 10 （二）本地段樓盤購買對(duì)象及購買心理分析 ....................................................................... 10 （三）對(duì)手盤分析 ............................................................................................................. 12 （四）結(jié)論 ........................................................................................................................ 14 第二部分 環(huán)境分析 ......................................................................................................................... 15 一、“在水一方”樓盤周圍環(huán)境 ................................................................................................. 15 （一）樓盤綜述 ................................................................................................................. 15 （二）項(xiàng)目周圍景觀 .......................................................................................................... 15 （三） 環(huán)境衛(wèi)生、社會(huì)治安情況 ...................................................................................... 16 （四） 樓盤周圍交通條件 ................................................................................................. 16 （五） 配套設(shè)施 ............................................................................................................... 16 二、樓盤地塊的優(yōu)劣分析 .......................................................................................................... 17 （一）優(yōu)勢(shì)分析 ................................................................................................................. 17 （二）劣勢(shì)分析 ................................................................................................................. 18 （三）樓盤的機(jī)會(huì)分析 ...................................................................................................... 19 （四）樓盤的威 脅分析 ...................................................................................................... 19 三、結(jié)論 .................................................................................................................................. 19 第三部分 市場(chǎng)定位 ......................................................................................................................... 21 一、樓盤市場(chǎng)細(xì)分 .................................................................................................................... 21 “在水一方”營銷全程策劃 共 52 頁 2 二、樓盤概念的導(dǎo)入 ................................................................................................................. 22 三、目標(biāo)市場(chǎng) ........................................................................................................................... 22 四、樓盤市場(chǎng)定位 .................................................................................................................... 24 第四部分 價(jià)格策略 ......................................................................................................................... 25 一、定價(jià)策略 ........................................................................................................................... 25 （一）總體定價(jià)策略 .......................................................................................................... 25 （二）全營銷過程定價(jià)策略 ............................................................................................... 25 （三）時(shí)點(diǎn)定價(jià)策略 .......................................................................................................... 27 二、付款方式 ........................................................................................................................... 28 （一）一次性付款 ............................................................................................................. 28 （二）建筑期付款 ............................................................................................................. 29 （三）按時(shí)間付款 ............................................................................................................. 29 （四）銀行按揭 ................................................................................................................. 29 （五）延期付款 ................................................................................................................. 30 第五部分 營銷方案 ......................................................................................................................... 31 一、營銷策劃 ........................................................................................................................... 31 （一）賣點(diǎn)策劃 ................................................................................................................. 31 （二）營銷策略 .............