【正文】 中國(guó)管理資訊網(wǎng) 中國(guó)管理資訊網(wǎng)目錄目錄 ......................................................................................................................................................................1前言 ......................................................................................................................................................................3第一部分：項(xiàng)目背景及資源 .........................................................................................................................3一、現(xiàn)狀： .....................................................................................................................................................3二、建設(shè)規(guī)模及內(nèi)容 ..................................................................................................................................4（一） 、一期工程 .....................................................................................................................................4（二） 、項(xiàng)目二期工程內(nèi)容 ...................................................................................................................5三、樓盤經(jīng)營(yíng)模式 ： .................................................................................................................................6四、項(xiàng)目擁有的資源 ..................................................................................................................................7（一） 、硬件優(yōu)勢(shì) .....................................................................................................................................8（二） 、軟件優(yōu)勢(shì) .....................................................................................................................................9第二部分：招商基礎(chǔ)及原則 .......................................................................................................................13一、招商目的： .........................................................................................................................................13二、項(xiàng)目定位： .........................................................................................................................................14（一） 、項(xiàng)目經(jīng)營(yíng)業(yè)態(tài)定位 ——專業(yè)的汽車市場(chǎng) ........................................................................14（二） 、價(jià)格定位： ...............................................................................................................................16（三） 、客戶定位（目標(biāo)客戶及其分類）： .................................................................................18三、合適的資源，合適的傳播 ..............................................................................................................20 中國(guó)管理資訊網(wǎng) 中國(guó)管理資訊網(wǎng)四、招商目標(biāo) ..............................................................................................................................................22第三部分：招商戰(zhàn)略的設(shè)計(jì)制定 .............................................................................................................23一、招商政策 ..............................................................................................................................................23二、銷售策略 ..............................................................................................................................................23第四部分：招商策略的設(shè)計(jì)制定 .............................................................................................................26一、若想做好招商工作，首先要做以下幾方面的工作： ............................................................27二、創(chuàng)新思路 ..............................................................................................................................................28第五部分：招商部門的設(shè)置及崗位編制，招商進(jìn)程的控制： .....................................................................31一、招商部門的設(shè)置及崗位編制 .........................................................................................................31二、進(jìn)程的控制： .....................................................................................................................................33第六部分：招商廣告的發(fā)布及費(fèi)用預(yù)算 ................................................................................................35一、廣告內(nèi)容及推廣步驟 .......................................................................................................................35二、廣告發(fā)布媒介： ................................................................................................................................35（一） 、 自身媒介 .................................................................................................................................35（二） 、報(bào)紙廣告 ...................................................................................................................................36三、公關(guān)策略 ...................................................................................................................