保利花园2005年全年策划推广案广州置业房地产顾问有限公司二零零五年二月目录一、广州市场情况分析................................................41.1广州市场分析..................................................41.1.1广州宏观经济分析...........................................41.1.2房地产投资状况分析.........................................71.1.3政策法规对房地产的影响.....................................91.1.4影响房地产市场未来发展的主要经济因素......................151.1.5热点区域分析..............................................171.2海珠区房地产市场分析.........................................231.2.1海珠区宏观经济分析........................................231.2.2影响海珠区房地产发展的因素................................261.2.3区域板块分析..............................................28二、项目分析（SWOT）...............................................362.1项目优势.....................................................362.2项目劣势.....................................................382.3项目存在的机会...............................................392.4项目面临的威胁...............................................40三、零五年度推广策略...............................................423.1市场状况分析.................................................423.2项目现有情况分析.............................................433.2项目推广目标.................................................443.3下年度推广策略...............................................443.4下年度推广主题分述...........................................46四、项目定位.......................................................474.1目标客户群定位...............................................474.2价格定位.....................................................504.2.1价格定位考虑因素..........................................504.2.2价格定位思路..............................................514.2.3定价准则..................................................534.2.4各栋的定价建议............................................534.2.5预计回收资金额............................................59五、各阶段推广计划.................................................605.1第一阶段：3--5月推广计划.....................................605.1.1阶段市场状况预测..........................................605.1.2阶段推广计划..............................................615.1.3推售单位..................................................625.1.4销售建议..................................................635.1.5广告计划及炒作安排........................................635.1.6现场包装要求..............................................665.1.7销售情况预测..............................................665.2第二阶段：6—8月推广计划.....................................685.2.1阶段市场情况分析..........................................685.2.2阶段推广计划..............................................695.2.3推售单位..................................................695.2.4销售手法..................................................705.2.5广告计划及炒作安排........................................715.2.6现场包装要求..............................................725.2.7销售情况预测..............................................725.3第三阶段：9—10月推广计划....................................745.3.1阶段市场情况分析..........................................745.3.2阶段推广计划.......................
