【正文】 第一篇：房地產(chǎn)營銷策劃書范文房地產(chǎn)營銷策劃書篇一：萬科房地產(chǎn)營銷策劃書萬科進入北大學(xué)城市場營銷策劃書策劃人：徐超XX年4月25日前 言XX年杭州房地產(chǎn)市場火爆，很多區(qū)域板塊也開始發(fā)展成熟，該策劃主要對杭州丁橋板塊的區(qū)域、規(guī)劃、土地出讓等介紹，對住宅供求和目前丁橋在建項目三盛頤景園樓盤進行解讀，并通過機會分析、戰(zhàn)略分析等對潛在客戶進行分析，最后提出相關(guān)營銷推廣方案及丁橋房地產(chǎn)市場的發(fā)展前景。目 錄 第1部分概要提示...................................................................................................................1 第2部分環(huán)境分析...................................................................................................................1市場分析............................................................................................................................1杭州房地產(chǎn)市場分析.......................................................................................1房地產(chǎn)發(fā)展?fàn)顩r................................................................................................................1土地出讓情況...................................................................................................................2 丁橋區(qū)域房地產(chǎn)市場分析................................................................................................2區(qū)域城市規(guī)劃...................................................................................................2房地產(chǎn)開發(fā)現(xiàn)狀...............................................................................................3競爭項目分析...................................................................................................3市場走勢研判....................................................................................................................4 第3部分機會分析...................................................................................................................5杭州房地產(chǎn)客戶分析........................................................................................................5 杭州市住宅需求特征分析................................................................................................8 丁橋區(qū)域客戶特點分析....................................................................................................9目標(biāo)客戶群定位..............................................................................................................11目標(biāo)客群特征：.............................................................................................11選購產(chǎn)品的動機：.........................................................................................12購買行為特征：.............................................................................................12第4部分 產(chǎn)品分析.................................................................................................................13地塊現(xiàn)狀分析..................................................................................................................13地塊環(huán)境調(diào)研.................................................................................................13地塊周邊環(huán)境調(diào)查.........................................................................................13地塊交通條件調(diào)查.........................................................................................14 周邊市政配套設(shè)施調(diào)查.................................................................................14SWOT分析......................................................................................................................15產(chǎn)品定位..........................................................................................................................16 第5部分戰(zhàn)略及行動方案.....................................................................................................17定價原則..........................................................................................................................17定價建議..........................................................................................................................17價格調(diào)整方案..................................................................................................................18開發(fā)成本核算.................................................................................................18價格定位.........................................................................................................20 第6部分營銷策略.................................................................................................................22推廣主策略......................................................................................................................22平面廣告形式.................................................................................................22多維廣告形式.................................................................................................22媒體組合建議..................................................................................................................23媒體投放目標(biāo).................................................................................................23媒體投放原則.................................................................................................23媒體選擇.........................................................................................................23營銷活動策略..................................................................................................................24活動設(shè)想.........................................................................................................24活動預(yù)期達到的效果.....................................................................................25 第7部分營銷成本.................................................................................................................26總體預(yù)算..........................................................................................................................26預(yù)算分布...................................................................................