【正文】 ...............................................................423一、什么是“投資組合計劃” ...............................................................................................................................................................................................................4333 / 103二、 “投資組合計劃”的具體實施可行性分析： .................................................................................................................................................................................473三、推出本計劃的市場效應(yīng)分析 ...........................................................................................................................................................................................................503第三部分 某某商業(yè)公園整合傳播戰(zhàn)略 .................................................................................................................................................................................................513一、某某商業(yè)公園品牌的建立及認同 ...................................................................................................................................................................................................523二、階段性傳播策略 ...............................................................................................................................................................................................................................533（一）傳播階段劃分： ......................................................................................................................................................................................................................533（二）具體階段傳播策略： ..............................................................................................................................................................................................................543（三） 、廣告階段運作 ........................................................................................................................................................................................................................563（四） 、項目預(yù)算 ................................................................................................................................................................................................................................603三、傳播訴求策略 ...................................................................................................................................................................................................................................623（一） 、訴求對象 ................................................................................................................................................................................................................................623（二） 、訴求重點 ................................................................................................................................................................................................................................633（三） 、訴求方法 ................................................................................................................................................................................................................................643（四） 、訴求表述 ................................................................................................................................................................................................................................653第四部份 某某商業(yè)公園媒介傳播企劃 .................................................................................................................................................................................................663一、傳播背景 ...........................................................................................................................................................................................................................................663二、媒體傳播目標(biāo) ...................................................................................................................................................................................................................................663三、廣告?zhèn)鞑ο筇卣?...........................................................................................................................................................................................................................663四、媒介傳播要點 ...................................................................................................................................................................................................................................663五、媒體策略 ...........................................................................................................................................................................................................................................6634 / 103六、平面媒體的優(yōu)點 ...............................................................................................................................................................................................................................663七、媒體選擇及依據(jù) ...............................................................................................................................................................................................................................663八、新聞炒作 ...........................................................................................................................................................................................................................................663九、媒介策略—行程策略 .......................................................................................................................................................................................................................663十、媒體排期計劃 .......................................................