【正文】 ...................................... 4 .............................................................................................................................. 5 ........................................................................................ 5 宏觀環(huán)境 ........................................................................................................................ 5 房地產(chǎn)市場 .................................................................................................................... 6 房地產(chǎn)市場形勢變化對項(xiàng)目發(fā)展的影響 ........................................................................... 7 .................................................................................................................... 8 .................................................................... 8 ................................................................................... 10 3. 營銷管理評估 ...................................................................................................................... 11 .........................................................................................................11 ................................................................................... 12 售時(shí)機(jī) ......................................................................................................................... 15 一期營銷計(jì)劃安排 .........................................................................................................15 二期營銷計(jì)劃安排 .........................................................................................................16 原定位與實(shí)際設(shè)計(jì)建設(shè)成果的對比分析 ..........................................................................18 預(yù)期銷售價(jià)格與實(shí)際價(jià)格的對比分析 .............................................................................19 原定位客戶分析 ..................................................................................................................... 19 ......................................................................................................................... 20 ........................................................................................................ 21 ...................................................................................................................... 21 初始階段：地產(chǎn)品牌推廣階段 .......................................................................................21 第一階段： 項(xiàng)目品牌蓄水 ................................................................................22 第二階段： 項(xiàng)目品牌濾水期 .............................................................................22 第三階段：一期首批單位上市強(qiáng)銷 ................................................................................23 第四階段： 一期剩余量消化 .............................................................................23 第五階段： 二期別墅滲透期 .............................................................................24 第六階段： 二期蓄水階段 ................................................................................24 第七階段： 二期開盤強(qiáng)銷階段 ..........................................................................25 第八階段：小高層滲透、蓄水期 ....................................................................................25 ：小高層強(qiáng)銷 ................................................................................................26 .......................................................................................... 26 .................................................................................................................. 26 推廣節(jié)奏方面 ................................................................................................................26 形象推 廣方面 ................................................................................................................27 廣告包裝方面 ................................................................................................................27 分眾行銷及媒體組合方面 ..............................................................................................27 4﹑ 項(xiàng)目合約管理評估 ...........................................................................................................................28 ﹑ 合理有效的編制招標(biāo)計(jì)劃 ..................................................................................................... 28 房地產(chǎn)商域網(wǎng) 海量房地產(chǎn)資料下載 房商網(wǎng) 全國最低價(jià)銷售《 2020 房地產(chǎn)營銷策劃大全》聯(lián)系 ： 1053527879 ﹑ 合同簽定 .............................................................................................................................. 28 ﹑ 結(jié)算審核 .............................................................................................................................. 28 .............................................................................................................................30 ................................................................................................................................ 30 項(xiàng)目區(qū)位 .......................................................................................................................30 項(xiàng)目完成經(jīng)濟(jì)技術(shù)指標(biāo) ..................................................................................................30 項(xiàng)目周圍競爭樓盤情況： ..............................................................................................33 ..................................................................................................................... 35 結(jié)構(gòu)體系： ...................................................................................................................35 墻體維護(hù)材料： ............................................................................................................36 外立面材料： ................................................................................................................36 外窗及玻璃 ： .............................................................................