【正文】 策策 劃劃 篇篇 1 目 錄一、項目 SWOT 分析 ............................................................................................................................................................................................................................................................3（一）優(yōu)勢 .............................................................................................................................................................................................................................................................................3（二）劣勢 .............................................................................................................................................................................................................................................................................4（三）機會點 .........................................................................................................................................................................................................................................................................5（四）威脅點 .........................................................................................................................................................................................................................................................................6（五）SWOT 分析總結(jié) .........................................................................................................................................................................................................................................................7二、項目核心價值挖掘 ..........................................................................................................................................................................................................................................................8（一）品牌價值 .....................................................................................................................................................................................................................................................................8（二）區(qū)域價值 .....................................................................................................................................................................................................................................................................8（三）生態(tài)價值 .....................................................................................................................................................................................................................................................................9（四）人居價值 .....................................................................................................................................................................................................................................................................9三、項目定位 ........................................................................................................................................................................................................................................................................10（一）定位策略 ...................................................................................................................................................................................................................................................................10（二）項目定位核心要素提煉 ...........................................................................................................................................................................................................................................11（三）項目定位描述 ...........................................................................................................................................................................................................................................................13四、營銷概念 ........................................................................................................................................................................................................................................................................20（一）主推案名 ...................................................................................................................................................................................................................................................................20（二）侯選案名 ...................................................................................................................................................................................................................................................................21（三）流行推廣語 ...............................................................................................................................................................................................................................................................23（四）文案創(chuàng)意 ...................................................................................................................................................................................................................................................................24五、營銷推廣策略 ................................................................................................................................................................................................................................................................28（一）總原則 .......................................................................................................................................................................................................................................................................28（二）營銷推廣目標(biāo) ................................