御景江山楼盘策划.doc

内容提要 本策划从五个部分对御景江山楼盘销售进行规划与设计，以“深度的分析，别具震撼力的宣传与推广，最佳媒介组合，最合理费用分配”来实现2011的销售目标，本策划将其整体可归纳为“御景江山楼盘策划·四部曲”，将御景江山打造为赣州独一无二“生态·健康园区”，通过独具吸引力活动与别具震撼力论坛与宣传，聚焦目标人群目光，最终促使购买。 目录 第一部分 全国房地产发展状况 一、全国房地产市场行业发展情况分析···························01 （一）国家的房地产政策对全国房地产行业的影响··················02 二、赣州市房地产发展状况·····································03 三、企业自身分析·············································05 （一）赣州大华地产有限公司基本资料····························05 （二）大华地产经营特色········································06 （三）御景江山房地产分析······································06 四、竞争对手分析·············································.7 五、消费者分析···············································09 第二部分 营销提案 一、整体营销思路·············································11 1.营销目标定位···············································11 2.市场定位···················································11 3.形象定位···················································11 二、营销策略·················································12 （一）事件营销活动············································12 （二）广告策略················································14 （三）公关策略················································14 （四）促销策略················································14 第三部分 创意提案 平面广告一：御景江山——生态·健康之旅就在家门口·············16 平面广告二：御景江山——帝豪之城，生态园区···················17 平面广告三：御景江山——生态家园·····························18 网站——御景江山官网·········································19 第四部分 媒介提案 一、媒介选择整体思路········································20 二、媒介选择类型············································20 三、媒介目标················································20 四、媒介投入范围············································21 五、媒介具体实施············································21 第五部分 费用预算 一、费用预算目的·············································22 二、费用预算原则·············································22 三、费用具体实施·············································22 附录：调查问卷 调查报告 第一部分 全国房地产发展状况 一、全国房地产市场行业发展情况分析 2010年一轮又一轮调控政策出台之后，抑制了部分需求的释放，绝大多数城市成交面积同比下降明显，但