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烟台简爱庄园的项目定位的方案83DOC
第 PAGE 82页；共 NUMPAGES 83页简爱庄园项目定位纲要（草案）北京上古2007年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——10000元/平米
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