目录壹、市场篇..................................................................................................................................1一．厦门市房地产形势..........................................................................................................1二．客层来源..........................................................................................................................2貳、分析篇..................................................................................................................................3一．厦门市高层房地产分析..................................................................................................3二．厦门目前高层的现状......................................................................................................3三．酒店式公寓的现状..........................................................................................................4四．市调个案分析..................................................................................................................5叁、产品篇..................................................................................................................................6一．项目概况..........................................................................................................................6二．项目经济技术指标..........................................................................................................6三．项目周边配套情况..........................................................................................................6四．项目SWOT分析..............................................................................................................7五．产品定位..........................................................................................................................8六．产品定价..........................................................................................................................9肆、行销篇.................................................................................................................................11一．总体策略........................................................................................................................11二．价格策略........................................................................................................................11三．行销通路........................................................................................................................12四．业务执行........................................................................................................................13五．行销架构及人员背景....................................................................................................22壹、市场篇一．厦门市房地产形势1．供需基本情况厦门市房地产经过多年得发展，已呈现出快速发展得态势，市场供需两旺，房地产开发投资快速增长、房屋销售量价齐升。2003年厦门区域经济出现高开、高走、高增长得“三高”态势，经济发展迅速。厦门房地产市场是以住宅消费为主导。2003年上半年来住宅成交量约占总成交量的81.65％左右，而且住房消费是国计民生大事，未来将会持续稳定发展。厦门市区房地产开发投资情况表类别2003年同比增长房地产开发投资（亿元）79.2727.18％房地产施工面积（万㎡）1290.1917.84％商品房竣工面积（万㎡）297.3236.05％商品房实际销售面积(万㎡)265.9217.63%商...
