中海宏洋地产（银川）有限公司银川市金凤区七十二连湖项目定位报告（西区）营销策划部2011/03目录第一部分定位基础................................................1一.地块条件.................................................................21.1地块位置.....................................................21.2地块现状.....................................................31.3地块经济指标与规划要点.......................................41.4地块交通条件.................................................51.5地块周边配套及未来规划.......................................61.6地块小结.....................................................7二.市场背景.................................................................72.1经济基础.....................................................72.2房地产市场发展程度及特点....................................10三.竞争分析................................................................133.1竞争板块分析................................................133.2竞争项目分析................................................163.3主流产品设计特点............................................23四.客户基础................................................................254.1市场容量判断................................................264.2客户特征描述................................................274.3业内人士访谈小结............................................274.4客户小结....................................................28五.公司经营目标............................................................285.1快速回笼资金................................................285.2控制新市场风险..............................................285.3利润与成本平衡..............................................28第二部分定位原则...............................................29一、策略成功实现以保证快速回笼资金.........................................29二、引领市场、树立形象.....................................................29三、稳妥应对市场、快速积累经验.............................................29四、突出优质景观效果.......................................................29五、产品差异分类、确保利益最大化...........................................30六、定位原则小结...........................................................30第三部分定位内容...............................................31一.客户定位......................................................311.1找位——客户锁定............................................311.2对位——需求挖掘............................................321.3到位——形象树立............................................32二.产品定位................................................................33三.价格定位................................................................36四.商业定位................................................................374.1商业布局....................................................37五、其他5.1建筑风格和立面元素.........................................415.2园林.......................................................415.3样板展示、大堂展示、建材展示...............................42第四部分销售初步安排...........................................43第一部分定位基础1一.地块条件1.1地块位置项目位于银川市金凤区南部，东至七十二连湖，南至金凤十二路，西至正源南街，北至艾依河。项目距离银川市政府约8.3公里，距离银川市核心商业区约7.7公里。21.2地块现状目前土地...
