【正文】 1 / 85澳柯瑪商貿(mào)中心整合行銷傳播（IMC）企劃案2 / 85目 錄目 錄 .................................................................................................................................................................................................................................................................1前 言 .................................................................................................................................................................................................................................................................5行銷傳播目標 .....................................................................................................................................................................................................................................................7第一部分 澳柯瑪商貿(mào)中心背景分析 .........................................................................................................................................................................................................8一、項目概況 ...............................................................................................................................................................................................................................................9二、開發(fā)商背景簡介 .................................................................................................................................................................................................................................12三、市場環(huán)境分析 .....................................................................................................................................................................................................................................12四、項目的 SWOT 分析 ............................................................................................................................................................................................................................14五、目標市場定位 .....................................................................................................................................................................................................................................16六、項目定位 .............................................................................................................................................................................................................................................21七、開發(fā)構(gòu)想 .............................................................................................................................................................................................................................................27八、項目功能劃分建議 .............................................................................................................................................................................................................................31第二部分 澳柯瑪商貿(mào)中心行銷戰(zhàn)略 .......................................................................................................................................................................................................40一、什么是“投資組合計劃” .................................................................................................................................................................................................................413 / 85二、 “投資組合計劃”的具體實施可行性分析： ...................................................................................................................................................................................45三、推出本計劃的市場效應(yīng)分析 .............................................................................................................................................................................................................48第三部分 澳柯瑪商貿(mào)中心整合傳播戰(zhàn)略 ...............................................................................................................................................................................................49一、澳柯瑪商貿(mào)中心品牌的建立及認同 .................................................................................................................................................................................................50二、階段性傳播策略 .................................................................................................................................................................................................................................51（一）傳播階段劃分： ........................................................................................................................................................................................................................51（二）具體階段傳播策略： ................................................................................................................................................................................................................51（三） 、廣告階段運作 ..........................................................................................................................................................................................................................54（四） 、項目預(yù)算 ..................................................................................................................................................................................................................................58三、傳播訴求策略 .....................................................................................................................................................................................................................................60（一） 、訴求對象 ..................................................................................................................................................................................................................................60（二） 、訴求重點 .......................