【正文】 1 / 104愛愛 地地 時時 代代地地 產(chǎn)產(chǎn) 顧顧 問問安麒廣場? 項目營銷策劃報告2 / 104為了做得更好，我們提倡溝通、創(chuàng)作、效率。創(chuàng)作人員及評審委員會名單■主筆人員： 李凱 張磊 單春香 羅小鳳■ 項目總監(jiān)：汪羽■評審委員會人員：劉國良 汪羽 羅小鳳 李凱 張磊 單春香主筆人員簽名：協(xié)助人員簽名：項目總監(jiān)簽名：一級評審參加人員簽名：一級評審時間：2022 年 9 月 23 日二級評審參加人員簽名：二級評審時間：2022 年 9 月 25 日3 / 104目 錄前 言 ....................................................................................................................................6第一章 項目分析 ......................................................................................................................7項目概況 ..........................................................................................................................7 項目基本經(jīng)濟技術(shù)指標 ............................................................................................7 項目自身分析 ............................................................................................................7 戶面比統(tǒng)計 ................................................................................................................8 周邊配套 ....................................................................................................................8項目 SWOT 分析 .............................................................................................................9 優(yōu)勢 (Strengh)分析及因素分解 ..............................................................................9 劣勢(Weakness) ......................................................................................................11 機會 (Opportunity)................................................................................................12 威脅 (Threat)..........................................................................................................12 項目核心價值 ..........................................................................................................13第二章 項目定位 ..................................................................................................................14關(guān)鍵詞 ............................................................................................................................15定位策略的把握 .............................................................................................................16 定位的基準原則 ......................................................................................................16 定位的邏輯結(jié)構(gòu) ......................................................................................................17核心問題的提出 ............................................................................................................19項目定位推導分析 ........................................................................................................20 定位推導思路 ..........................................................................................................204 / 104 SWOT 矩陣與 CCTI 交互分析 .............................................................................27 市場空白點與機會點分析 ......................................................................................28項目定位（方案一） ....................................................................................................30 客戶定位 ..................................................................................................................30 物業(yè)檔次 ..................................................................................................................33 形象定位 ..................................................................................................................35 文化定位 ..................................................................................................................38 案名推介 ..................................................................................................................42產(chǎn)品核心競爭能力分析 ................................................................................................45 自身素質(zhì) ..................................................................................................................46 賣點營造 ..................................................................................................................47 項目附加值分析 ......................................................................................................48項目定位（方案二） .....................................................................................................50 項目主題定位 ..........................................................................................................51 項目推廣語 ..............................................................................................................54 項目市場形象定位 ..................................................................................................55項目價格定位 ................................................................................................................56 整體均價定位 ..........................................................................................................56 價格調(diào)差 ..................................................................................................................62 項目銷售價格逐步提升的比例及分析 ..................................................................65 銷售折扣 ..................................................................................................................65第三章 市場攻擊策略—— 整合營銷策略 ..........................................................................66 CCTI 營銷性分析 ..........................................................................................................685 / 104 市場態(tài)勢（trend）營銷性分析 ...........................................................................68 競爭者（petition）營銷性分析 ..................................................................69 消費者（consumer）營銷性分析 ......................................................................71 片區(qū)與項目（item self）營銷性分析 ..................................................................72 HEB 品牌體驗營銷模式 ...............