【正文】 1 綠城藍(lán)色錢江營(yíng)銷策劃書 2 目錄第一部分：市場(chǎng)分析 ............................................................................................................................................ 3 宏觀經(jīng)濟(jì)環(huán)境與房地產(chǎn)市場(chǎng)分析 ............................................................................................................ 3 宏 觀經(jīng)濟(jì) 背景及房地 產(chǎn)總 體 趨勢(shì) ..................................................................................................... 3 住宅市 場(chǎng) 特征及 趨勢(shì) 判斷 ................................................................................................................. 8 房地產(chǎn)區(qū)域市場(chǎng)形勢(shì) .............................................................................................................................. 10 區(qū)域概括 ........................................................................................................................................... 10 區(qū)域特征及 發(fā) 展格局 對(duì) 比 ...................................................................................................................16 競(jìng)爭(zhēng)環(huán)境分析...............................................................................................................................................17 競(jìng) 爭(zhēng)形 勢(shì) 分析 .......................................................................................................................................17 競(jìng) 爭(zhēng)性案例分析 ............................................................................................................................... 21 第二部分：項(xiàng)目分析 ...............................................................................................................................................28 項(xiàng)目概況 ......................................................................................................................................................28 項(xiàng) 目概述 ...............................................................................................................................................28 項(xiàng) 目 經(jīng)濟(jì) 技 術(shù) 指 標(biāo) ...............................................................................................................................28 項(xiàng) 目周 邊 配套 .......................................................................................................................................28 產(chǎn)品構(gòu)成分析...............................................................................................................................................29 產(chǎn) 品構(gòu)成 ...............................................................................................................................................29 產(chǎn) 品價(jià) 值 梳理 .......................................................................................................................................29 項(xiàng)目定位.......................................................................................................................................................43 目 標(biāo) 客 戶 群定位 ...................................................................................................................................43 市 場(chǎng) 形象定位 .......................................................................................................................................45第三部分：項(xiàng)目營(yíng)銷總策略 ...................................................................................................................................4營(yíng)銷定位 .....................................................................................................................................................4項(xiàng)目整體營(yíng)銷目標(biāo) .....................................................................................................................................4品牌導(dǎo)入策略 .............................................................................................................................................4入市時(shí)機(jī)選擇 .............................................................................................................................................50第四部分：銷售策略 ...............................................................................................................................................5銷售節(jié)奏控制策略 .....................................................................................................................................5客戶積累策略 .............................................................................................................................................5價(jià)格策略 .....................................................................................................................................................5實(shí)現(xiàn)銷 售均價(jià) ......................................................................................................................................5入市價(jià)格 設(shè)計(jì) ......................................................................................................................................5銷 控策略 ..............................................................................................................................................55第五部分：推廣策略 ...............................................................................................................................................56 整體推廣策略設(shè)計(jì).......................................................................................................................................56 公司品牌及項(xiàng)目品牌導(dǎo)入...........................................................................................................................57 3 綠 城品牌與本 項(xiàng) 目品牌的互 動(dòng) 關(guān)系 ...................................................................................................57 項(xiàng) 目品牌的 導(dǎo) 入表 現(xiàn) ...........................................................................................................................58 推廣主題設(shè)計(jì)...............................................................................................................................................59 媒體策略.......................................................................................................................................................59 媒體組合.........................