基于定位理论的房地产项目策划分析——以强佑·清河项目为例-analysis of real estate project planning based on positioning theory - a case study of jiangyou qinghe project.docxVIP

KEY WORDS: project planning, position theory, QiangYou·QingHe project,advertisingplanning目录第一章绪论...............................................................................................................11.1研究背景........................................................................................................11.2研究意义........................................................................................................11.3研究内容........................................................................................................21.4技术路线........................................................................................................3第二章房地产项目策划相关理论综述...................................................................42.1房地产项目策划的含义及内容....................................................................42.1.1房地产项目策划的含义....................................................................42.1.2房地产项目策划的内容....................................................................52.2房地产项目策划存在的主要问题................................................................62.2.1房地产项目前期策划存在的问题....................................................62.2.2房地产项目营销策划存在的问题....................................................72.3定位营销理论................................................................................................92.3.1定位营销............................................................................................92.3.2差异化理论........................................................................................9第三章强佑?清河新城项目定位分析....................................................................113.1强佑?清河新城项目概况............................................................................113.1.1地理位置..........................................................................................113.1.2整体规划..........................................................................................133.2强佑?清河新城项目市场定位....................................................................173.2.1目标市