【正文】 國際幸福城營銷策劃提案眾正地產(chǎn)策劃 1 / 48目 錄本案所要研討的主旨和要義本案所要研討的主旨和要義 ......................................................................................................................................................................................3一、銷售現(xiàn)狀的研討： ..........................................................................................................................................................................................3二、如何使國際幸福城銷售現(xiàn)狀得到根本改善，走上可持續(xù)良性發(fā)展的道路： ..........................................................................................3第一部分 營銷診斷篇 ..............................................................................................................................................................................................4第二部分 市場研討篇 ..............................................................................................................................................................................................7一、西安市房地產(chǎn)市場分析 ..................................................................................................................................................................................7二、對本案形成競爭的物業(yè)類別有哪些其發(fā)展趨勢如何 ................................................................................................................................18三、本案在區(qū)域競爭下出路何在 ........................................................................................................................................................................19第三部分 發(fā)展理念篇 ............................................................................................................................................................................................21第四部分 產(chǎn)品規(guī)劃篇 ............................................................................................................................................................................................24一、產(chǎn)品當(dāng)前規(guī)劃概述： ....................................................................................................................................................................................24二、基于項目發(fā)展理念和市場，調(diào)整產(chǎn)品規(guī)劃方案： ....................................................................................................................................25三、項目投資分析： ............................................................................................................................................................................................272 / 48第五部分 項目定位篇 ............................................................................................................................................................................................29一、客群定位： ....................................................................................................................................................................................................29二、產(chǎn)品定位： ....................................................................................................................................................................................................31三、形象定位： ....................................................................................................................................................................................................32四、市場定位： ....................................................................................................................................................................................................33第六部分 營銷推廣篇 ............................................................................................................................................................................................34一、首用公關(guān)策略，打開當(dāng)前滯銷僵局： .................................