【正文】 ...................................................................................................... 1 二、 地產(chǎn)項(xiàng)目整體營銷方案內(nèi)容 ..............................................................................................4 1. 封面：反映項(xiàng)目的名稱、編制人和編寫時(shí)間 ......................................................................... 4 2. 摘要：對(duì)策劃報(bào)告各個(gè)部分要點(diǎn)進(jìn)行簡(jiǎn)要描述，列示結(jié)論 ............................................. 4 三、 市場(chǎng)研究 ..........................................................................................................................4 1. 房地產(chǎn)宏觀市場(chǎng)分析 ...................................................................................................................... 4 2. 區(qū)域市場(chǎng)分析 .................................................................................................................................... 4 四、 項(xiàng)目分析 ..........................................................................................................................4 1. 項(xiàng)目概況 ............................................................................................................................................. 4 2. 項(xiàng)目價(jià)值提煉 .................................................................................................................................... 5 3. 產(chǎn)品價(jià)值分析 .................................................................................................................................... 5 4. 項(xiàng)目資源、配套價(jià)值分析及利用 ............................................................................................... 5 五、 目標(biāo)客戶分析 ...................................................................................................................6 1. 城市及區(qū)域市場(chǎng)客戶分布及需求 ............................................................................................... 6 2. 目標(biāo)客戶分布及范圍 ...................................................................................................................... 6 3. 目標(biāo)客戶特征分析 ........................................................................................................................... 6 六、 項(xiàng)目競(jìng)爭(zhēng)態(tài)勢(shì)分析 ............................................................................................................6 1. 分析結(jié)論要求： ................................................................................................................................ 6 2. 輸入條件： ......................................................................................................................................... 7 3. 備注： .................................................................................................................................................. 7 第 3 頁 共 16 頁 七、 項(xiàng)目銷售策略 ...................................................................................................................7 1. 項(xiàng)目銷售總體目標(biāo) ........................................................................................................................... 7 2. 入市時(shí)機(jī)分析 .................................................................................................................................... 7 3. 銷售策略 ............................................................................................................................................. 7 4. 案場(chǎng)管理和服務(wù) ................................................................................................................................ 7 八、 項(xiàng)目推廣策略 ...................................................................................................................8 1. 項(xiàng)目推廣思路 .................................................................................................................................... 8 2. 項(xiàng)目賣點(diǎn)整合 .................................................................................................................................... 9 3. 項(xiàng)目整合推廣策略 ........................................................................................................................... 9 4. 推廣階段劃分 及各階段策略 ....................................................................................................... 10 九、 營銷費(fèi)用使用計(jì)劃表 ....................................