前言远桥广告公司受武昌物业经营发展总公司委托，进行凤凰大厦地产项目营销策划。本策划根据双方口头协议，于2003年3月1日开始，至2003年4月1日结束。现提交营销策划案。本策划文本包括：市场调查与分析，项目销售策略，价格策略项目宣传推广策略，广告阶段策略，全面涵盖了本次策划的内容；为本次营销活动提供策略和实施方法的全面指导。如果贵方认可此方案，希望本次营销活动能全面照此执行。凤凰大厦房地产项目策划小组名单总负责人：陈晓峰市场调查部：杨吉明陈晓峰广告创意部：王贝蔡瑶尧广告媒介：王桂芳张霄目录1、凤凰大厦项目概况···························52、凤凰大厦市场分析···························6（1）营销环境分析·············································6（2）消费者分析···············································7（3）竞争态势分析·············································8（4）项目SWOT分析············································103、凤凰大厦销售策略··························12（1）入市时机及策略··········································12（2）价格策略及定价原则······································12（3）销售阶段安排············································134、凤凰大厦宣传推广策略······················14（1）凤凰大厦项目推广主题···································141)项目推广主题2)主题分析（2）项目广告策略···········································151)广告阶段策略2)广告创意策略（3）项目公关策划···········································171)活动推广目标3)活动推广定位4)活动推广诉求重点5)活动推广的方式（4）项目现场包装策略········································191)项目现场包装的目的2)项目现场包装的内容（5）项目媒介组合策略·········································201)广告媒体分析2)媒体发布策略（6）凤凰大厦广告工作推进一览表·······························20（7）凤凰大厦项目广告推广全程项目表···························23（8）凤凰大厦推广费用·········································25策划书正文1、凤凰大厦项目概况凤凰大厦位于武昌区中山路312号，武昌区政府正对面，前眺沙湖，背靠凤凰山，俯视两江四岸，与洪山广场里应外合，聚山水之灵气，纳居行之便利，占尽天时、地利、人和。大厦用地面积8520平方米，由裙楼及A、B二座生态观景建筑组成。A、B二座均为21层，楼体总高为80.02为。裙楼1-5层为商务办公用房，6楼为设备层及业主会所，7层以上为高品质生态观景住宅，顶层是空中花卉市场，地下是超大型停车场。由武昌物业经营发展总公司全资建设，武昌区政府重点支持，中南建筑设计院倾力设计，武汉新八集团、武汉联发监理公司强强联手，精心打造百年基业。大厦外墙采用高级釉面砖，三段渐变式色配，现代风格屋顶，流线型立面格局，玻璃幕墙，三维绿化。大厦造型明快流畅，内部功能齐全，智能配套先进完备：双回路供电，变频供水，水、电远程收费，管道煤气一卡通。安全三重防卫，一重防卫：固定岗保安盘查、登记，流动岗保安昼夜巡查；二重防卫：24小时电子巡更，红外线...
