万科房地产盘广告策划方案.docx

PAGE \* MERGEFORMAT16 万科房地产新盘广告策划方案 报告人：四川商务职业学院经贸系 14级市场营销2班 姓名：涂tu 学号： 报告日期：2017年03月17日 星期五 目 录 前言································································2 概要提示····························································2 一、背景分析························································2 二、环境分析························································3 三、机会分析························································5 （一）客源分析······················································5 （二）龙泉区住宅需求特征分析········································5 （三）龙泉区客户特点分析············································6 （四）目标客户群体定位··············································7 四、产品分析························································7 （一）地理环境调研··················································7 （二）SWOT分析·····················································7 （三）产品定位······················································8 五、战略及行动方案··················································8 （一）定价原则······················································8 （二）定价建议······················································8 （三）价格调整方案··················································9 六、营销策略······??·················································9 （一）推广主策略····················································9 （二）媒体组合建议··················································9 （三）营销活动策略··················································10 七、营销成本························································10 （一）总体预算······················································10 （二）预算分布······················································10 八、行动方案控制····················································11 （一）项目规模及开发进度············································11 九、附件····························································15  前言 房地产是中国市场不可缺的经济支柱，是国民经济的重要组成部分。 HYPERLINK /wiki/%E6%88%BF%E5%9C%B0%E4%BA%A7%E5%BC%80%E5%8F%91%E5%95%86 \o 房地产开发商 房地产开发商要加强广告意识，不仅要使 HYPERLINK /wiki/%E5%B9%BF%E5%91%8A%E5%8F%91%E5%