烟台市简爱庄园项目提新案.doc

简爱庄园项目定位纲要（草案） 北京上古 2007年8月22日 烟台市城市发展格局和趋势····································································4 （一）烟台芝罘区··················································································5 （二）烟台开发区··················································································5 （三）莱山区·······················································································5 （四）机场路沿线··················································································5 烟台房地产市场情况概述······································································6 （一）烟台芝罘区··················································································6 （二）烟台开发区··················································································8 （三）莱山区·····················································································10 （四）机场路沿线·················································································13 三、机场路沿线发展格局和趋势······································································14 （一）沿线市调表及简要分析·······································································14 （二）区域城市规划与功能定位····································································· （三）区域社会文化环境 （四）客户群体调查研究 （五）四大概念 （六） 项目SWOT分析·············································································16 四、目标客户群分析与定位··········································································21 五、项目定位······················································································22 （一）产品定位······················································································ （二）市场定位 （三）推广定位 六、项目核心价值提炼——烟台十最··································································27 七、项目推广主题 （一）项目推广主题··············································································75 （二）主题适应性分析 八、项目推广策略 （一）项目综合卖点分析 （二）媒体整合 （三）活动配合 九、销售策略建议 （一）工作计划及时间节点 （二）价格策略 （三）销控策略 （四）开盘计划 烟台市城市发展格局和趋势 烟台芝罘区 ——————逐渐加快和加深的老城区改造，以中等规模城市综合建筑体的建设为标志。 ——————如天鸿凯旋城、阳光100、银都财富中心、烟台世茂海湾1号等 住宅公寓化（5000——1