【正文】 1 / 103成都某某商業(yè)公園整合行銷傳播（IMC）企劃案2 / 103目 錄目 錄 .................................................................................................................................................................................................................................................................1前 言 .................................................................................................................................................................................................................................................................3行銷傳播目標(biāo) .....................................................................................................................................................................................................................................................3第一部分 某某商業(yè)公園市場背景分析 .....................................................................................................................................................................................................3一、項目概況 ...............................................................................................................................................................................................................................................3二、開發(fā)商背景簡介 ...................................................................................................................................................................................................................................3三、市場環(huán)境分析 .......................................................................................................................................................................................................................................3四、項目的 SWOT 分析 ..............................................................................................................................................................................................................................3五、目標(biāo)市場定位 .......................................................................................................................................................................................................................................3六、項目定位 ...............................................................................................................................................................................................................................................3七、開發(fā)構(gòu)想 ...............................................................................................................................................................................................................................................3八、項目功能劃分建議 ...............................................................................................................................................................................................................................3第二部分 某某商業(yè)公園市場行銷戰(zhàn)略 .....................................................................................................................................................................................................3一、什么是“投資組合計劃” ...................................................................................................................................................................................................................33 / 103二、 “投資組合計劃”的具體實施可行性分析： .....................................................................................................................................................................................3三、推出本計劃的市場效應(yīng)分析 ...............................................................................................................................................................................................................3第三部分 某某商業(yè)公園整合傳播戰(zhàn)略 .....................................................................................................................................................................................................3一、某某商業(yè)公園品牌的建立及認(rèn)同 .......................................................................................................................................................................................................3二、階段性傳播策略 ...................................................................................................................................................................................................................................3（一）傳播階段劃分： ..........................................................................................................................................................................................................................3（二）具體階段傳播策略： ..................................................................................................................................................................................................................3（三） 、廣告階段運作 ............................................................................................................................................................................................................................3（四） 、項目預(yù)算 ....................................................................................................................................................................................................................................3三、傳播訴求策略 .......................................................................................................................................................................................................................................3（一） 、訴求對象 ....................................................................................................................................................................................................................................3（二） 、訴求重點