【正文】 1 / 103成都某某商業(yè)公園整合行銷(xiāo)傳播（IMC）企劃案2 / 103目 錄目 錄 .................................................................................................................................................................................................................................................................1前 言 ...............................................................................................................................................................................................................................................................53行銷(xiāo)傳播目標(biāo) ...................................................................................................................................................................................................................................................73第一部分 某某商業(yè)公園市場(chǎng)背景分析 ...................................................................................................................................................................................................83一、項(xiàng)目概況 .............................................................................................................................................................................................................................................93二、開(kāi)發(fā)商背景簡(jiǎn)介 ...............................................................................................................................................................................................................................113三、市場(chǎng)環(huán)境分析 ...................................................................................................................................................................................................................................113四、項(xiàng)目的 SWOT 分析 ..........................................................................................................................................................................................................................133五、目標(biāo)市場(chǎng)定位 ...................................................................................................................................................................................................................................153六、項(xiàng)目定位 ...........................................................................................................................................................................................................................................203七、開(kāi)發(fā)構(gòu)想 ...........................................................................................................................................................................................................................................283八、項(xiàng)目功能劃分建議 ...........................................................................................................................................................................................................................333第二部分 某某商業(yè)公園市場(chǎng)行銷(xiāo)戰(zhàn)略 .................................................................................................................................................................................................423一、什么是“投資組合計(jì)劃” ...............................................................................................................................................................................................................4333 / 103二、 “投資組合計(jì)劃”的具體實(shí)施可行性分析： .................................................................................................................................................................................473三、推出本計(jì)劃的市場(chǎng)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(yùn)作 ........................................................................................................................................................................................................................563（四） 、項(xiàng)目預(yù)算 ................................................................................................................................................................................................................................603三、傳播訴求策略 ...................................................................................................................................................................................................................................623（一） 、訴求對(duì)象 ................................................................................................................................................................................................................................623（二） 、訴求重點(diǎn) ............................................