【正文】 類客戶：休閑度假型 .............................................................. 27 第三類客戶：投資型 ....................................................................... 28 第四類客戶：體現(xiàn)身份型 .............................................................. 28 3．總結 ............................................ 29 策劃 篇 ......................................... 30 SWOT分析 ......................................................................................................... 30 優(yōu)勢（ S） .............................................................................................. 30 劣勢 (W) .................................................................................................. 31 機會 (O) .................................................................................................. 32 專業(yè)研究 版權所有 第 2 頁 共 113 頁 合富輝煌房地產(chǎn) 市場及項目前期研究部 威脅（ T） .............................................................................................. 33 ................................................................................................... 34 總體潛在客戶分類 .................................................................................. 34 共性及差異性分析 .................................................................................. 35 項目定位 ....................................................................................................... 36 主題定位 ....................................................................................................... 37 項目主題 ............................................................................................... 37 項目形象 ............................................................................................... 37 ..................................... 38 規(guī)劃設計構想 .............................................................................................. 38 產(chǎn)品構想 ....................................................................................................... 38 項目整體規(guī)劃設想 ........................................................................... 38 生態(tài)環(huán)境營造設想 ........................................................................... 39 宗地劃分 ........................................................................................... 40 產(chǎn)品建議戶型及面積配比 .............................................................. 42 面積區(qū)間及比例 ............................................................................... 43 戶型建議 ........................................................................................... 43 外立面設計 ....................................................................................... 47 景觀設計 ........................................................................................... 48 特色配套設計 ................................................................................... 50 智能化設計 ..................................................................................... 54 對細節(jié)的雕琢 ................................................................................. 55 ......................................... 56 周邊項目價格比較 ...................................................................................... 57 價格策略 ....................................................................................................... 58 定價原則 ........................................................................................... 58 價格策略建議 ................................................................................... 59 價格測算 ........................................................................................... 59 成本測算 ........................................................................................... 60 ......................................... 62 ............................................................................................ 62 .......................................................................................................... 63 .......................................................................................................... 63 體驗營銷 ................................................................................................ 63 饑餓營銷 ................................................................................................ 63 拉進來、走出去 ..................................................................................... 63 ............................................................................................ 64 .......................................................................................................... 64 活動營銷 ................................................................................................ 64 網(wǎng)絡營銷 ................................................................................................ 64 直效營銷 ................................................................................................ 64 專業(yè)研究 版權所有 第 3 頁 共 113 頁 合富輝煌房地產(chǎn) 市場及項目前期研究部 體驗式營銷 ............................................................................................ 65 .......................................................................................................... 65 高開高走 ................................................................................................ 65 小步快跑 ................................................................................................ 65 .................................................................................. 66 .......................................................................................................... 69 廣告推廣策略 ......................................................................................... 69 創(chuàng)意策略 ................................................................................................ 69 媒體策略 .........................