【正文】 龍海大廈營銷策劃方案1 / 25二 00 二年一月六日目 錄一、 項(xiàng)目背景分析 .....................................................................................................3㈠銀川市的地理位置及經(jīng)濟(jì)發(fā)展?fàn)顩r ........................................................................................3㈡銀川及周邊地區(qū)的經(jīng)濟(jì)結(jié)構(gòu)及產(chǎn)業(yè)發(fā)展?fàn)顩r分析 ................................................................3㈢銀川市民的文化心理和消費(fèi)行為特點(diǎn) ....................................................................................4二、龍海大廈的優(yōu)劣勢分析 ........................................................................................5㈠龍海大廈的基本情況 ................................................................................................................5㈡龍海大廈的優(yōu)勢分析 ................................................................................................................6⒈區(qū)位優(yōu)勢： ...................................................................................................................................6⒉樓盤形象優(yōu)勢： ...........................................................................................................................6⒊綜合功能優(yōu)勢： ...........................................................................................................................6⒋服務(wù)設(shè)施便利優(yōu)勢 .......................................................................................................................7⒌物業(yè)管理優(yōu)勢 ...............................................................................................................................7⒍業(yè)態(tài)設(shè)置優(yōu)勢 ...............................................................................................................................7⒎體量優(yōu)勢 .......................................................................................................................................7⒏社區(qū)優(yōu)勢 .......................................................................................................................................7⒐可見的市場預(yù)期優(yōu)勢 ...................................................................................................................7㈢龍海大廈的劣勢分析 ................................................................................................................8⒈地段劣勢 .......................................................................................................................................8⒉區(qū)位劣勢 .......................................................................................................................................8⒊樓盤形象及檔次超前 ...................................................................................................................8⒋商場體量過大，業(yè)種業(yè)態(tài)定位困難 ...........................................................................................8⒌同業(yè)競爭激烈 ...............................................................................................................................8⒍市場預(yù)期遠(yuǎn)水近渴 .......................................................................................................................8⒎企業(yè)資金較為缺乏 .......................................................................................................................9三、龍海大廈的總體定位 ............................................................................................9㈠龍海大廈的形象定位和市場定位 ............................................................................................9⒈銀川市標(biāo)志性的綜合大廈 ...........................................................................................................9⒉現(xiàn)代化的綜合性寫字樓 ...............................................................................................................9⒊高尚小區(qū)、高貴住宅 ...................................................................................................................9⒋老百姓的購物天堂 .......................................................................................................................9⒌大眾化消費(fèi)場所 .........................................................................................................................10㈡龍海大廈的營銷價(jià)格定位 ......................................................................................................10⒈龍海大廈的定價(jià)策略 .................................................................................................................10⒉定價(jià)方法 .....................................................................................................................................10⒊定價(jià)方式和價(jià)格標(biāo)準(zhǔn) .................................................................................................................11四、業(yè)種、業(yè)態(tài)選擇 ..................................................................................................12方案一： ......................................................................................................................................12方案二： ......................................................................................................................................12五、商場部分樓層功能劃分及租售分割設(shè)計(jì) ..........................................................13㈠功能劃分 ..................................................................................................................................13⒈室內(nèi)商業(yè)街 ................................................