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策划docx
目 录
第一部分 绪论 ························································4
·第二部分 市场调研
2.1研究项目基本概况 ·················································5
2.1.1基本情况 ····················································5
2.1项目投资环境分析 ·················································6
2.2.1政策环境分析 ················································6
2.2.2经济环境分析 ················································6
2.2.3成都市房地产投资环境分析 ····································7
2.3项目地块条件分析 （swot）···········································8
2.3.1项目优势分析 ················································8
2.3.2项目劣势分析 ················································8
2.3.3项目机会分析 ···············································8
` 2.3.4项目威胁分析 ················································9
2.4市场调查与分析 ···················································9
2.4.1项目所在区域被访者情况基本情况调查 ·························9
2.4.2项目所在区域购房者对建筑物及配套服务的需求调查 ·············11
2.4.3客户对住宅消费能力的需求调查 ·······························12
2.4.4客户对商业消费能力调查 ·····································13
·第三部分 项目定位分析
3.1市场细分 ···························································16
3.2 目标市场定位分析 ···················································16
3.3 目标客户定位分析 ··················································16
3.4产品定位分析 ·······················································17
3.4.1主题定位 ······················································17
3.4.2案名定位 ······················································17
3.4.3形象定位 ······················································17
3.4.4档次定位 ······················································17
3.4.5功能定位 ·····················································17
·第四部分 项目产品策划
4.1项目总体规划布局 ···················································18
4.1.1建筑物形象···················································18
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