【正文】 .............................................................................................................................................................................................................................21七、開發(fā)構(gòu)想 .............................................................................................................................................................................................................................................27八、項(xiàng)目功能劃分建議 .............................................................................................................................................................................................................................31第二部分 澳柯瑪商貿(mào)中心行銷戰(zhàn)略 .......................................................................................................................................................................................................40一、什么是“投資組合計劃” .................................................................................................................................................................................................................413 / 85二、 “投資組合計劃”的具體實(shí)施可行性分析： ...................................................................................................................................................................................45三、推出本計劃的市場效應(yīng)分析 .............................................................................................................................................................................................................48第三部分 澳柯瑪商貿(mào)中心整合傳播戰(zhàn)略 ...............................................................................................................................................................................................49一、澳柯瑪商貿(mào)中心品牌的建立及認(rèn)同 .................................................................................................................................................................................................50二、階段性傳播策略 .................................................................................................................................................................................................................................51（一）傳播階段劃分： ........................................................................................................................................................................................................................51（二）具體階段傳播策略： ................................................................................................................................................................................................................51（三） 、廣告階段運(yùn)作 ..........................................................................................................................................................................................................................54（四） 、項(xiàng)目預(yù)算 ..................................................................................................................................................................................................................................58三、傳播訴求策略 .....................................................................................................................................................................................................................................60（一） 、訴求對象 ..................................................................................................................................................................................................................................60（二） 、訴求重點(diǎn) ..................................................................................................................................................................................................................................60（三） 、訴求方法 ..................................................................................................................................................................................................................................62（四） 、訴求表述 ..................................................................................................................................................................................................................................63第四部份 澳柯瑪商貿(mào)中心媒介傳播企劃 ...............................................................................................................................................................................................73一、傳播背景 .............................................................................................................................................................................................................................................74二、媒體傳播目標(biāo) .....................................................................................................................................................................................................................................74三、廣告?zhèn)鞑ο筇卣?.............................................................................................................................................................................................................................75四、媒介傳播要點(diǎn) .....................................................................................................................................................................................................................................75五、媒體策略 .............................................................................................................................................................................................................................................764 / 85六、平面媒體的優(yōu)點(diǎn) ..................................................................................................................................