【正文】 .............................................. 35 項目價格定位目標(biāo)提要 .......................................................................................................................................... 35 價格定位策略 .......................................................................................................................................................... 36 項目總體均價、起價、最高價定位參考建議 ....................................................................................................... 37 付款方式建議 .......................................................................................................................................................... 37 價格定位簡要說明及動態(tài)價格調(diào)整建議 ............................................................................................................... 38 營銷策略核心目標(biāo) ......................................................................................................................................................41 品牌定位 .....................................................................................................................................................................42 品牌定位的標(biāo)準和要求 ....................................................................................................................................... 42 品牌 定位的立體分析 ........................................................................................................................................... 43 本項目的品牌定位 ............................................................................................................................................... 45 定位概述 .....................................................................................................................................................................48 項目案名及分析 ........................................................................................................................................................... 52 項目案名 ..................................................................................................................................................................52 產(chǎn)品核心賣點提升 ........................................................................................................................................................ 54 傳播策略 ....................................................................................................................................................................... 55 傳播所能達到的效果 ...............................................................................................................................................55 傳播策略制定的依據(jù) ...............................................................................................................................................56 確定傳播策略 ...........................................................................................................................................................59 媒介 策略 ....................................................................................................................................................................... 60 媒介組合 ..................................................................................................................................................................60 目標(biāo)消費者媒介接觸習(xí)慣分析 ...............................................................................................................................61 媒介策略的確定 .......................................................................................................................................................66 宣傳推廣 ....................................................................................................................................................................... 68 推廣階段的劃分 .......................................................................................................................................................68 各階段推廣計劃 .......................................................................................................................................................69 ....................................................................................................................................................................... 73 ............................................................................................................................................................. 81 公關(guān)活動 ................................................................................................................................................................81 促 銷活動 ................................................................................................................................................................82 廣告推廣及品牌塑造總預(yù)算比例 ..............................................................................................................................87 廣告預(yù)算分配 ..................