【正文】 ................6 地塊宏觀分析 ................................................................................................................................................7 、政治環(huán)境 ...........................................................................................................................................7 、 天河 區(qū)經(jīng)濟(jì)環(huán)境 ................................................................................................................................7 、行政區(qū)域與人口環(huán)境 .........................................................................................................................8 市場調(diào)查與分析 ...................................................................................................................................................9 市場狀況分析 ................................................................................................................................................9 、總體樓價(jià) 走勢分析 .............................................................................................................................9 、需求狀況分析 .................................................................................................................................. 10 、購買目的分析 .................................................................................................................................. 10 、購買能力分析 .................................................................................................................................. 10 、項(xiàng)目競爭態(tài)勢分析 ........................................................................................................................... 10 地塊 SWOT 分析 ......................................................................................................................................... 11 、優(yōu)勢分析 ......................................................................................................................................... 11 、劣勢分析 ......................................................................................................................................... 11 、機(jī)會(huì)分析 ......................................................................................................................................... 11 、威脅分析 ......................................................................................................................................... 12 市場定 位 ............................................................................................................................................................ 12 項(xiàng)目形象定位 .............................................................................................................................................. 12 客戶定位 ..................................................................................................................................................... 13 、目標(biāo)市場定位 .................................................................................................................................. 13 5 、目標(biāo)客戶群定位 .............................................................................................................................. 13 戶型定位 ..................................................................................................................................................... 14 價(jià)格定位 ..................................................................................................................................................... 16 物業(yè)管理定位 .............................................................................................................................................. 17 規(guī)劃設(shè)計(jì) ............................................................................................................................................................ 17 總體規(guī)劃設(shè)計(jì)理念 ....................................................................................................................................... 17 建筑群體布局 .............................................................................................................................................. 18 、項(xiàng)目建筑群組成 .............................................................................................................................. 18 、項(xiàng)目主要經(jīng)濟(jì)技術(shù)指標(biāo) .................................................................................................................... 19 公共建筑規(guī)劃布局 ....................................................................................................................................... 19 居住區(qū)道路的規(guī)劃布置 ................................................................................................................................ 21 綠化的規(guī)劃布置 .......................................................................................................................................... 21 營銷推廣 ............................................................................................................................................................ 22 項(xiàng)目銷售總體策略 ....................................................................................................................................... 22 各階段銷售策略 .......................................................................................................................................... 23 、項(xiàng)目銷售前期 ——低價(jià)面市，開閘蓄水 ........................................................................................... 23 、項(xiàng)目銷售中期 ——低開高走，快速銷售 ........................................................................................... 24 、項(xiàng)目銷售后期 ——變相降價(jià)，迅速清盤 ........................................................................................... 25 開盤活動(dòng)方案 .............................................................................................................................................. 25 常規(guī)戰(zhàn)術(shù) ......................................................................................................................................