【正文】 ....... 41 3． 2 本工程建設(shè)監(jiān)理質(zhì)量控制： .................................................................................................................................................. 41 3． 3 施工項(xiàng)目質(zhì)量因素管理 ........................................................................................................... 43 3. 4 工期進(jìn)度控制管理 .................................................................................................................43 3． 5 本項(xiàng)目安全管理 ......................................................................................................................44 3． 6 本項(xiàng)目施工現(xiàn)場(chǎng)管理 ...............................................................................................................45 3． 7 其它事項(xiàng) ................................................................................................................................47 4 物業(yè)管理 ..............................................................................................................................................49 4． 1 碧水星城的項(xiàng)目概況： ...........................................................................................................49 4． 2 管理目標(biāo) ................................................................................................................................49 4． 3 碧水星城物業(yè)管理具體實(shí)施 .....................................................................................................................................................50 4． 4 商鋪的管理 .............................................................................................................................52 4． 5 物業(yè)的基本管理工作 ...............................................................................................................53 4． 6 碧水星城物業(yè)管理費(fèi)用建議 .....................................................................................................................................................55 第第 三三 部部 分分 泉泉 港港 碧碧 水水 星星 城城 項(xiàng)項(xiàng) 目目 —— —— 營(yíng)營(yíng) 銷(xiāo)銷(xiāo)篇篇 ...................................................................................................................................................................56 1 項(xiàng)目形象策劃 .......................................................................................................................................56 1． 1 形象策劃的含義 ......................................................................................................................56 1． 2 項(xiàng)目文化定位 .........................................................................................................................57 1． 3 項(xiàng)目形象定位 .........................................................................................................................57 1． 4 樓盤(pán)命名策劃 .........................................................................................................................57 1． 5 樓盤(pán)形象包裝 .........................................................................................................................57 1． 6 售樓部包裝設(shè)計(jì) ......................................................................................................................60 2 項(xiàng)目銷(xiāo)售策劃 ......................................................................................................................................62 2． 1 銷(xiāo)售策劃的重要性 ..................................................................................................................62 2． 2 銷(xiāo)售主題的確定 ......................................................................................................................62 2． 3 樓盤(pán)形象設(shè)計(jì) .........................................................................................................................62 2． 4 售樓處布置 .............................................................................................................................63 2． 5 銷(xiāo)售計(jì)劃與控制 ......................................................................................................................63 2． 6 政策促銷(xiāo) ................................................................................................................................65 2． 7 銷(xiāo)售活動(dòng) ................................................................................................................................66 2． 8 銷(xiāo)售流程及相應(yīng)策略 ...............................................................................................................66 2． 9 銷(xiāo)售資料準(zhǔn)備 .........................................................................................................................66 2． 10 銷(xiāo)售人員準(zhǔn)備 .........................................................................................................................67 3 項(xiàng)目營(yíng)銷(xiāo)推廣策劃 ...............................................................................................................................67 3． 1 本項(xiàng)目營(yíng)銷(xiāo)推廣策劃之前應(yīng)明確的幾個(gè)問(wèn)題 .............................................................................................................................67 3． 2 項(xiàng)目營(yíng)銷(xiāo)推廣策劃的重要性 .....................................................................................................................................................67 3． 3 本次營(yíng)銷(xiāo)推廣的基本原則 ........................................................................................................67 3． 4 項(xiàng)目周邊競(jìng)爭(zhēng)性樓盤(pán)分析 ........................................................................................................67 3． 5 項(xiàng)目 SWOT 分析及應(yīng)對(duì)對(duì)策 ......................................................................................................67 3． 6 目標(biāo)客戶(hù)群定位分析 ...............................................................................................................69 3． 7 項(xiàng)目市場(chǎng)定位 .........................................................................................................................69 3． 8 價(jià)格定位及策略 ......................................................................................................................70 3． 9 定價(jià)過(guò)程 .............................