绵阳湖山城市花园项目之的全程营销策划执行案.doc

关于“湖山·城市花园”项目的全程营销策划执行案 　 题??? 引·············································5 第一部分? 市场部分····························7 第一节 较宏观角度的城市政经背景分析················7 城市简况····································7 国家宏观政策································12 第二节 较中观角度的绵阳房地产市场分析··············16 绵阳房地产总体运行情况······················16 绵阳市房地产市场需求预测····················22 第三节 较微观角度的项目周遍当前类比项目的情况······24 （一）供给方面···································24 （二）需求方面···································26 （三）消费群体···································26 （四）推广方面···································26 （五）小结·······································28 市场环境认知小结································30 ? 第二部分? 项目分析····························31 第一节 项目立地条件分析····························31 第二节 项目的比较市场机会分析······················33 一、比较市场基础分析····························33 二、项目的价格比较竞争机会分析··················43 第三部分? 定位部分····························46 第一节 定位目标····································47 一、市场目标····································47 二、竞争目标····································47 第二节 项目市场的营销整合定位······················48 一、竞争角色定位································48 二、项目的市场定位······························48 三、目标市场确立································48 四、目标客户群体锁定····························49 第三节 本项目的价格分析····························50 一、价格目标····································50 二、定价策略····································51 三、定价方式····································51 四、项目的市场价格判断··························52 五、本项目的入市价格建议························53 第四节 本项目的广告推广定位························54 一、主题形象定位································54 二、广告风格定位································55 三、诉求重点提引································56 第五节 项目的功能定位······························56 一、项目功能界定································56 二、产品规划····································57 （一）总体规划构想···························57 （二）项目的产品链构建模型（初步）············61 （三）户型创新·······························62 （四）项目的配置构建·························64 （五）初步的命名建议·························65 ? 第四部分 项目执行部分···