某花园营销策划报告书.pptx

保利百合花园 营销策划报告书 1 目 录 第一章、市场分析——知彼································································· 7 1.1 总体市场状况分析······································································ 8 1.2 周边区域市场分析······································································ 10 第二章、项目优劣势分析——知已···················································· 15 2.1 优势····························································································· 16 2.2 我们需要解决的问题··································· ······························20 第三章、目标客户群分析——争夺的阵地········································ 22 3.1 目标客户群分类········································································· 23 3.2锁定目标客户群的依据····························································· 24 3.3目标客户群的特征分析····························································· 25 3.4 目标客户群居住追求共性分析················································· 26 2 目 录 第四章、确定形象定位——入市态势··············································· 29 4.1 从目标客户追求考虑································································ 30 4.2 从发展商品牌的整合考虑························································ 30 4.3 形象定位的推导······················································ ··· ··············33 4.4 项目形象定位应实现差异化、广泛的传播力························ 35 第五章、项目核心利益点——主要作战武器··································· 38 5.1 筛选项目核心利益点的标准要求··········································· 39 5.2 核心利益点的体现··································································· 40 3 目 录 第六章、项目整体价格策略——辅助武器········································· 43 6.1 项目定价策略··············································································· 44 6.2 项目入市时间分析······································································· 46 6.3 项目的总体价格策略及推售安排··············································· 48 6.4 商铺部分······················································································· 52 第七章、整体推广策略 ········································································· 54 7.1 整体