【正文】 .............................................................................................................. 10 、購(gòu)買(mǎi)目的分析 .................................................................................................................................. 10 、購(gòu)買(mǎi)能力分析 .................................................................................................................................. 10 、項(xiàng)目競(jìng)爭(zhēng)態(tài)勢(shì)分析 ........................................................................................................................... 10 地塊 SWOT 分析 ......................................................................................................................................... 11 、優(yōu)勢(shì)分析 ......................................................................................................................................... 11 、劣勢(shì)分析 ......................................................................................................................................... 11 、機(jī)會(huì)分析 ......................................................................................................................................... 11 、威脅分析 ......................................................................................................................................... 12 市場(chǎng)定 位 ............................................................................................................................................................ 12 項(xiàng)目形象定位 .............................................................................................................................................. 12 客戶定位 ..................................................................................................................................................... 13 、目標(biāo)市場(chǎng)定位 .................................................................................................................................. 13 5 、目標(biāo)客戶群定位 .............................................................................................................................. 13 戶型定位 ..................................................................................................................................................... 14 價(jià)格定位 ..................................................................................................................................................... 16 物業(yè)管理定位 .............................................................................................................................................. 17 規(guī)劃設(shè)計(jì) ............................................................................................................................................................ 17 總體規(guī)劃設(shè)計(jì)理念 ....................................................................................................................................... 17 建筑群體布局 .............................................................................................................................................. 18 、項(xiàng)目建筑群組成 .............................................................................................................................. 18 、項(xiàng)目主要經(jīng)濟(jì)技術(shù)指標(biāo) .................................................................................................................... 19 公共建筑規(guī)劃布局 ....................................................................................................................................... 19 居住區(qū)道路的規(guī)劃布置 ................................................................................................................................ 21 綠化的規(guī)劃布置 .......................................................................................................................................... 21 營(yíng)銷(xiāo)推廣 ............................................................................................................................................................ 22 項(xiàng)目銷(xiāo)售總體策略 ....................................................................................................................................... 22 各階段銷(xiāo)售策略 .......................................................................................................................................... 23 、項(xiàng)目銷(xiāo)售前期 ——低價(jià)面市，開(kāi)閘蓄水 ........................................................................................... 23 、項(xiàng)目銷(xiāo)售中期 ——低開(kāi)高走，快速銷(xiāo)售 ........................................................................................... 24 、項(xiàng)目銷(xiāo)售后期 ——變相降價(jià)，迅速清盤(pán) ........................................................................................... 25 開(kāi)盤(pán)活動(dòng)方案 .............................................................................................................................................. 25 常規(guī)戰(zhàn)術(shù) ..................................................................................................................................................... 26 、整合媒體推廣模式 ........................................................................................................................... 26 、銷(xiāo)售現(xiàn)場(chǎng)包裝 .................................................................................................................................. 26 、售樓處包裝 ..................................................................................................................................... 26 、樣板間包裝 ..................................................................................................................................... 26 推廣語(yǔ) ........................................................................................................................................................ 26 宣傳賣(mài)點(diǎn)整合 .............................................................................................................................................. 27 項(xiàng)目宣傳推廣費(fèi)用估算 ................................................................................................................................ 27 銷(xiāo)售階段投放比例 ...............