【正文】 ...................................................9（四）人居價值 .....................................................................................................................................................................................................................................................................9三、項(xiàng)目定位 ........................................................................................................................................................................................................................................................................10（一）定位策略 ...................................................................................................................................................................................................................................................................10（二）項(xiàng)目定位核心要素提煉 ...........................................................................................................................................................................................................................................11（三）項(xiàng)目定位描述 ...........................................................................................................................................................................................................................................................13四、營銷概念 ........................................................................................................................................................................................................................................................................20（一）主推案名 ...................................................................................................................................................................................................................................................................20（二）侯選案名 ...................................................................................................................................................................................................................................................................21（三）流行推廣語 ...............................................................................................................................................................................................................................................................23（四）文案創(chuàng)意 ...................................................................................................................................................................................................................................................................24五、營銷推廣策略 ................................................................................................................................................................................................................................................................28（一）總原則 .......................................................................................................................................................................................................................................................................28（二）營銷推廣目標(biāo) ...........................................................................................................................................................................................................................................................29（三）營銷推廣戰(zhàn)略部署 ...................................................................................................................................................................................................................................................30 2 （四）營銷推廣戰(zhàn)術(shù)執(zhí)行 ...................................................................................................................................................................................................................................................31六 營銷方案部署 ................................................................................................................................................................................................................................................................34（一）全盤推盤節(jié)奏綜述 ...................................................................................................................................................................................................................................................34（二）推廣蓄水期 ...............................................................................................................................................................................................................................................................35（三）開盤引爆期 ...............................................................................................................................................................................................................................................................38（四）強(qiáng)效保溫期 ...............................................................................................................................................................................................................................................................40（四）尾盤沖刺期 ...............................................................................................................................................................................................................................................................43（五）推廣費(fèi)用預(yù)算 ...........................................................................................................................................................................................................................................................45七、營銷推廣執(zhí)行 ..............................