【正文】 ................................6二、營銷推廣方面 .................................................................................................................6三、項(xiàng)目包裝方面 .................................................................................................................7四、項(xiàng)目整改建議 .................................................................................................................7第三章 項(xiàng)目 SWOT 與競爭分析 ............................................10一、優(yōu)勢(S)分析 ...................................................................................................................10二、劣勢(W)分析 .................................................................................................................10三、機(jī)會點(diǎn)(O) 分析 ..............................................................................................................11四、威脅點(diǎn)(T)分析 ..............................................................................................................11五、競爭分析 ........................................................................................................................11第四章 項(xiàng)目定位 ...................................................................12一、項(xiàng)目形象定位 ...............................................................................................................12二、目標(biāo)消費(fèi)群體定位 ......................................................................................................13三、價格定位 ........................................................................................................................14四、營銷主題定位 ...............................................................................................................14第二部分 銷售執(zhí)行方案 ................................18第五章 總體營銷策略 ............................................................182 / 37一、總體指導(dǎo)思想 ...............................................................................................................18二、賣點(diǎn)整合 ........................................................................................................................19三、項(xiàng)目入市時機(jī) ...............................................................................................................19第六章 銷售目標(biāo) ...................................................................21一、銷售總目標(biāo) ....................................................................................................................21二、分階段銷售目標(biāo) ...........................................................................................................21三、工程進(jìn)度與銷售進(jìn)度關(guān)系表 ....................................................................................22四、銷控計劃 ........................................................................................................................22第七章 價格策略 ...................................................................23一、總體價格策略 ...............................................................................................................23二、價格體系 ........................................................................................................................23三、價格促銷策略 ...............................................................................................................23第八章 項(xiàng)目包裝策略 ............................................................24一、現(xiàn)場包裝 ........................................................................................................................24二、形象包裝 ........................................................................................................................26第九章 廣告策略 ...................................................................29一、媒體組合選擇 ...............................................................................................................29二、階段推廣主題 ...............................................................................................................30第十章 分階段推廣策略 ........................................................31一、導(dǎo)入期推廣策略 ...........................................................................................................31二、開盤強(qiáng)銷期推廣策略 ..................................................................................................32三、持銷期推廣策略 ...........................................................................................................33四、尾盤期推廣策略 ....................................................................