万科城市花园营销策划应标方案合富辉煌房地产HOPEFLUENTPROPERTIESLTD.合富辉煌房地产HOPEFLUENTPROPERTIESLTD.目录目录................................................................................................1市场篇..............................................................................................4一.区域市场现有竞争项目分析.........................................................................4（一）关山板块....................................................................................4（二）鲁巷——雄楚大街板块...............................................................10（三）汤逊湖板块...............................................................................14（四）光谷区域板块横向比较...............................................................20二.前瞻性市场竞争态势分析..........................................................................21（一）.行业竞争格局趋势.....................................................................21（二）.产品竞争格局趋势.....................................................................27（三）.策略竞争格局趋势.....................................................................29（四）.市场竞争态势分析综述...............................................................31三.消费群分析的思考延伸.............................................................................32（一）.目标消费群来源........................................................................32（二）.主力目标消费群定位..................................................................35（三）.主力目标消费群心理..................................................................41（四）.消费者的品牌情结.....................................................................42（五）.消费群分析的延伸性综述............................................................43理念篇............................................................................................44一.开发理念探讨..........................................................................................45二.产品思路延伸..........................................................................................52三.形象定位思考..........................................................................................60产品篇............................................................................................64一.产品的主体宗旨.......................................................................................64（一）着眼点分析...............................................................................64（二）基础原则..................................................................................65二.关于首期产品思路....................................................................................66（一）亮点的勾画...............................................................................66共138页-第1页合富辉煌房地产2024-11-10合富辉煌房地产HOPEFLUENTPROPERTIESLTD.（二）大一期规划建议........................................................................73（三）首期设计的原则........................................................................75（四）首期产品定位............................................................................77（五）建筑单体建议............................................................................82（六）园林设计建议....
