烟台简爱庄园重点项目定位专项方案三Doc.doc

简爱庄园项目定位纲要（草案） 北京上古 20XX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）沿线市调表及简明分析·······································································14 （二）区域城市计划和功效定位····································································· （三）区域社会文化环境 （四）用户群体调查研究 （五）四大约念 （六） 项目SWOT分析·············································································16 四、目标用户群分析和定位··········································································21 五、项目定位······················································································22 （一）产品定位······················································································ （二）市场定位 （三）推广定位 六、项目关键价值提炼——烟台十最··································································27 七、项目推广专题 （一）项目推广专题··············································································75 （二）专题适应性分析 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、销售策略提议 （一）工作计划立即间节点 （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 ——————逐步加紧和加深老城区改造，以中等规模城市综合建筑体建设为标志。 ——————如天鸿凯旋城、阳光100、银全部财富中心、烟台世茂海湾1号等 住宅公寓化（5000——10000元/