【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 ...............................................................................................................................................................................................................................................................53行銷傳播目標(biāo) ...................................................................................................................................................................................................................................................73第一部分 某某商業(yè)公園市場背景分析 ...................................................................................................................................................................................................83一、項目概況 .............................................................................................................................................................................................................................................93二、開發(fā)商背景簡介 ...............................................................................................................................................................................................................................113三、市場環(huán)境分析 ...................................................................................................................................................................................................................................113四、項目的 SWOT 分析 ..........................................................................................................................................................................................................................133五、目標(biāo)市場定位 ...................................................................................................................................................................................................................................153六、項目定位 ...........................................................................................................................................................................................................................................203七、開發(fā)構(gòu)想 ...........................................................................................................................................................................................................................................283八、項目功能劃分建議 ...........................................................................................................................................................................................................................333第二部分 某某商業(yè)公園市場行銷戰(zhàn)略 .................................................................................................................................................................................................423一、什么是“投資組合計劃” ...............................................................................................................................................................................................................4333 / 103二、 “投資組合計劃”的具體實施可行性分析： .................................................................................................................................................................................473三、推出本計劃的市場效應(yīng)分析 ...........................................................................................................................................................................................................503第三部分 某某商業(yè)公園整合傳播戰(zhàn)略 .................................................................................................................................................................................................513一、某某商業(yè)公園品牌的建立及認(rèn)同 ...................................................................................................................................................................................................523二、階段性傳播策略 ...............................................................................................................................................................................................................................533（一）傳播階段劃分： ......................................................................................................................................................................................................................533（二）具體階段傳播策略： ..............................................................................................................................................................................................................543（三） 、廣告階段運作 ........................................................................................................................................................................................................................563（四） 、項目預(yù)算 ................................................................................................................................................................................................................................603三、傳播訴求策略 ...................................................................................................................................................................................................................................623（一） 、訴求對象 ................................................................................................................................................................................................................................623（二） 、訴求重點 ............................................