济南润丰项目市场调研报告.docVIP

济南润丰购物广场项目 市场调研及营销建议方案 石家庄嘉诚智业文化传播有限公司 二零零九年二月十一日 目 录 第一部分 市场调研部分························································································3 调查安排······························································································3 第二节 调查分析总结··························································································6 一、商业地产调查·······················································································6 二、其他投资品种调查··················································································12 三、其他城市同类销售模式分析与借鉴····································································14 四、目标消费群体调查·················································································16 五、调查过程中面临的主要问题及解决方案································································22 第二部分 项目营销策划方案建议·············································································28 第一节 项目优劣势分析及目标消费群体分析·····································································28 第二节 项目销售政策制定·····················································································30 第三节 售楼部选址和咨询点设置···············································································32 第三部分 宣传推广建议························································································34 第一节 媒体组合策略及广告推广建议···········································································34 宣传卖点·····························································································35 活动营销配合销售·····················································································35 第四部分 下阶段工作安排·····················································································36 第五部分 项目销售成本预算···················································································37 第一部分 市场调研部分 调查安排 一、调查目的： 通过对济南商业地产市场状况，各地产项目的销售政策、销售手法、销售卖点、宣传手法、销售情况；以及济南市场上现存的投资品种、投资政策及其销售状况的实地考察；并结合济南百姓投资习惯和投资心理——为本项目制定销售价格、销售政策、销售噱头、促销政策、宣传推广策略、成本预算等提供客观科学的市场依据。 二、调查