大型商业地产项目招商策划推广方案.docxVIP

大型商业地产项目招商策划推广方案

目录

1.招商策划推广方案总纲....................................3

1.1项目概述.............................................4

1.2招商目标.............................................5

1.3招商策略.............................................6

1.4推广目标.............................................7

1.5总体规划.............................................8

2.项目基本信息............................................9

2.1地理位置............................................11

2.2项目规模............................................11

2.3建筑设计............................................12

2.4交通便利性..........................................14

2.5周边环境............................................15

3.市场分析...............................................16

3.1区域市场分析........................................17

3.2目标客户群体分析....................................19

3.3竞争对手分析........................................20

3.4市场趋势分析........................................21

4.招商策略...............................................22

4.1招商对象选择........................................24

4.2招商政策制定........................................25

4.3招商渠道选择........................................26

4.4招商活动策划........................................27

4.5招商谈判技巧........................................29

5.推广方案...............................................30

5.1品牌建设............................................32

5.2宣传材料设计........................................33

5.3推广渠道选择........................................34

5.4推广活动安排........................................36

5.5客户关系管理........................................37

6.营销执行计划...........................................38

6.1营销团队组建........................................40

6.2营销活动执行........................................41

6.3进度监控与调整......................................42

6.4资源调度与优化......................................43

7.评估与优化.............................................45

7.1绩效评估指标.......................