经纬物业 保利百合花园 营销策划报告书 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
1 保利百合花园 营销策划报告书
经纬物业 目 录 第一章、市场分析—知 彼……ii总体市场状况分 析 ·,鲁鲁非 12周边区域市场分 第二章、蜇自优劣势芬菥¨ 10 自。非 2i优 15 势 第三章、目标客户群分析争夺的阵 地 2我们需要解决的问 22 趣目标客户群分 非非非非非非·非 20 类 3锁定目标客户群的依 据… 24 户群的 本提案资料为www4AD收集理,版似属于款作公司仅限介人收藏,学习,严禁传播,谢谢合作!
2 目 录 第一章、市场分析——知 彼································································· 7 1.1 总体市场状况分 析······································································ 8 1.2 周边区域市场分 析······································································ 10 第二章、项目优劣势分析——知 已···················································· 15 2.1 优 势 ························································································· ···· 16 2.2 我们需要解决的问 题··································· ······························20 第三章、目标客户群分析——争夺的阵 地········································ 22 3.1 目标客户群分 类········································································· 23 3.2锁定目标客户群的依 据····························································· 24 3.3目标客户群的特征分 析····························································· 25 3.4 目标客户群居住追求共性分 析················································· 26
经纬物业 目录 第四章、确定形象定位——入市态 势 4.1从目标客户追求考 9 虑 30 42从发展商品牌的整合考 虑 43形象定位的推 导 申,非,非非非非非非非非非非非非非非非,非非非非非非非非非非非 ……33 第五章、蜒心癌焦应实那祥战武泛的传播 器 ∷ 51筛选项目核心利益点的标准要 求 52核心利益点的体 现 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
3 目 录 第四章、确定形象定位——入市态 势··············································· 29 4.1 从目标客户追求考 虑································································ 30 4.2 从发展商品牌的整合考 虑························································ 30 4.3 形象定位的推 导······················································ ··· ··············33 4.4 项目形象定位应实现差异化、广泛的传播 力························ 35 第五章、项目核心利益点——主要作战武 器··································· 38 5.1 筛选项目核心利益点的标准要 求··········································· 39 5.2 核心利益点的体 现··································································· 40
经纬物业 目 录 第六章、项目整体价格策略—辅助武 器 61项目定价策 43 略 62项目入市时间分 析 46 63项目的总体价格策略及推售安 第七章、整体推广策 略…64商铺郛……… …54 砹整体思 路 72阶段推广 本提案资料为 收集整理版权属于煮作公司仅限个人收藏:学习严禁传播,谢谢合作!
4 目 录 第六章、项目整体价格策略——辅助武 器········································· 43 6.1 项目定价策 略··············································································· 44 6.2 项目入市时间分 析······································································· 46 6.3 项目的总体价格策略及推售安 排··············································· 48 6.4 商铺部 分 ······················································································· 52 第七章、整体推广策 略 ········································································· 54 7.1 整体思 路 ························································································ 55 7.2 阶段推广策 略················································································ 59
经纬物业 目 录 第八章、媒介运用策 略 81推广目 标 74 8.2媒介组合策略构筑立体化宜传综合 体 76 8.3媒介运用比 重……… ………81 84各媒体具体选择及分布建 议 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
5 目 录 第八章、媒介运用策 略 ········································································· 73 8.1 推广目 标 ······················································································ 74 8.2 媒介组合策略——构筑立体化宣传综合 体 ······························ 76 8.3 媒介运用比 重 ·············································································· 81 8.4 各媒体具体选择及分布建 议 ······················································ 83
经纬物业 知已知彼、百战不殆 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
6 知已知彼、百战不殆
经纬物业 第一章、市场分析 知彼 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
7 第一章、市场分析 ——知彼
经纬物业 1.1总体市场状况分析 a.2002年现状分析 ≯总体表现良好,预售面积和成交金额同比均有增长。 民营企业占主导地位,占投资量50.3% 二手楼市继续快速发展,全年增长率达39.5%。 产品及营销方式上推陈出新,楼市在竞争中进一步发展 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
8 1.1 总体市场状况分析 a. 2002年现状分析 Ø 总体表现良好，预售面积和成交金额同比均有增长。 Ø 民营企业占主导地位，占投资量50.3%。 Ø 二手楼市继续快速发展，全年增长率达39.5%。 Ø 产品及营销方式上推陈出新，楼市在竞争中进一步发展
经纬物业 b.2003年趋势预测 二手比例继续上升,一二手市场联动效应,进而促进一手成交 2003年将会是地产市场新产品的“感受年”和“创新年” 供应量持续增加,供求矛盾激化,未来楼市价格面临下降压力。 冫外来人员不断增加,市场潜在购房需求亦将持续增加。 大发展商逆市而行,成为支持楼市的中坚力量。 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
9 b. 2003年趋势预测 Ø 二手比例继续上升，一二手市场联动效应，进而促进一手成交。 Ø 2003年将会是地产市场新产品的“感受年”和“创新年”。 Ø 供应量持续增加，供求矛盾激化，未来楼市价格面临下降压力。 Ø 外来人员不断增加，市场潜在购房需求亦将持续增加。 Ø 大发展商逆市而行，成为支持楼市的中坚力量
经纬物业 1.2周边区域市场分析 a.2002年现状分析 冫海珠区的商品房之销售与成交方面表现得继天河最活跃区域之一, 其中以西部及项目所处中部最为理想。 受商业氛围及市政建设等方面因素影响,海珠区各大楼盘大致全 为7个具代表性的板块。 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
10 1.2 周边区域市场分析 a. 2002年现状分析 Ø 海珠区的商品房之销售与成交方面表现得继天河最活跃区域之一， 其中以西部及项目所处中部最为理想。 Ø 受商业氛围及市政建设等方面因素影响，海珠区各大楼盘大致全 为7个具代表性的板块