龍海大廈房地產(chǎn)營(yíng)銷(xiāo)策劃管理方案(已修改)
2025-05-15 18:50 本頁(yè)面
【正文】 龍海大廈房地產(chǎn)營(yíng)銷(xiāo)策劃管理方案作者：日期：龍海大廈營(yíng)銷(xiāo)策劃方案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(shì)分析 .....................................................5㈠龍海大廈的基本情況 ...........................................................5㈡龍海大廈的優(yōu)勢(shì)分析 ...........................................................6⒈區(qū)位優(yōu)勢(shì)： ........................................................................6⒉樓盤(pán)形象優(yōu)勢(shì)： ................................................................6⒊綜合功能優(yōu)勢(shì)： ................................................................6⒋服務(wù)設(shè)施便利優(yōu)勢(shì) ............................................................7⒌物業(yè)管理優(yōu)勢(shì) ....................................................................7⒍業(yè)態(tài)設(shè)置優(yōu)勢(shì) ....................................................................7⒎體量?jī)?yōu)勢(shì) ............................................................................7⒏社區(qū)優(yōu)勢(shì) ............................................................................7⒐可見(jiàn)的市場(chǎng)預(yù)期優(yōu)勢(shì) ........................................................7㈢龍海大廈的劣勢(shì)分析 ...........................................................8⒈地段劣勢(shì) ............................................................................8⒉區(qū)位劣勢(shì) ............................................................................8⒊樓盤(pán)形象及檔次超前 ........................................................8⒋商場(chǎng)體量過(guò)大，業(yè)種業(yè)態(tài)定位困難 ................................8⒌同業(yè)競(jìng)爭(zhēng)激烈 ....................................................................8⒍市場(chǎng)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(chǎng)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(xiě)字樓 ....................................................9⒊高尚小區(qū)、高貴住宅 ........................................................9⒋老百姓的購(gòu)物天堂 ............................................................9⒌大眾化消費(fèi)場(chǎng)所 ..............................................................10㈡龍海大廈的營(yíng)銷(xiāo)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(chǎng)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 ......................................................................13⒉餐飲娛樂(lè)中心 ..................................................................13⒊大型平價(jià)直銷(xiāo)超市 ..........................................................14㈡租售分割設(shè)計(jì) .....................................................................14⒈室內(nèi)商業(yè)街 ......................................................................14⒉餐飲廳 ..............................................................................14⒊娛樂(lè)中心 ..........................................................................14⒋專業(yè)商場(chǎng) ..........................................................................14六、營(yíng)銷(xiāo)實(shí)施方案 ...................................................................14㈠機(jī)會(huì)點(diǎn)與困難點(diǎn) .................................................................14㈡目標(biāo)市場(chǎng)定位 .....................................................................15㈢營(yíng)銷(xiāo)目標(biāo) .............................................................................15⒈最高目標(biāo) ..........................................................................15⒉中極目標(biāo) ..........................................................................16㈣價(jià)格策略 .............................................................................16⒈定價(jià)策略 ..........................................................................16⒉付款方式設(shè)計(jì) ..................................................................17㈤銷(xiāo)售策略 .................
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