【正文】 ...........................................................................................................................3一、什么是“投資組合計(jì)劃” ...................................................................................................................................................................................................................33 / 103二、 “投資組合計(jì)劃”的具體實(shí)施可行性分析： .....................................................................................................................................................................................3三、推出本計(jì)劃的市場(chǎng)效應(yīng)分析 ...............................................................................................................................................................................................................3第三部分 大世界商業(yè)公園整合傳播戰(zhàn)略 .................................................................................................................................................................................................3一、大世界商業(yè)公園品牌的建立及認(rèn)同 ...................................................................................................................................................................................................3二、階段性傳播策略 ...................................................................................................................................................................................................................................3（一）傳播階段劃分： ..........................................................................................................................................................................................................................3（二）具體階段傳播策略： ..................................................................................................................................................................................................................3（三） 、廣告階段運(yùn)作 ............................................................................................................................................................................................................................3（四） 、項(xiàng)目預(yù)算 ....................................................................................................................................................................................................................................3三、傳播訴求策略 .......................................................................................................................................................................................................................................3（一） 、訴求對(duì)象 ....................................................................................................................................................................................................................................3（二） 、訴求重點(diǎn) ....................................................................................................................................................................................................................................3（三） 、訴求方法 ....................................................................................................................................................................................................................................3（四） 、訴求表述 ....................................................................................................................................................................................................................................3第四部份 大世界商業(yè)公園媒介傳播企劃 .................................................................................................................................................................................................3一、傳播背景 ...............................................................................................................................................................................................................................................3二、媒體傳播目標(biāo) .......................................................................................................................................................................................................................................3三、廣告?zhèn)鞑?duì)象特征 ...............................................................................................................................................................................................................................3四、媒介傳播要點(diǎn) .......................................................................................................................................................................................................................................3五、媒體策略 ...............................................................................................................................................................................................................................................34 / 103六、平面媒體的優(yōu)點(diǎn) ...................................................................................................................................................................................................................................3七、媒體選擇及依據(jù) ...................................................................................................................................................................................................................................3八、新聞炒作 ...............................................................................................................................................................................................................................................3九、媒介策略—行程策略 ...........................................................................................................................................................................................