目录第一部分项目诊断.....................................3第一章项目概况.....................................................................3一、项目基本参数................................................................................................................3二、项目基础质素分析.......................................................................................................3三、户型比统计.....................................................................................................................4四、周边环境分析................................................................................................................5第二章项目面临的问题及对策................................................6一、产品方面.........................................................................................................................6二、营销推广方面................................................................................................................6三、项目包装方面................................................................................................................7四、项目整改建议................................................................................................................7第三章项目SWOT与竞争分析............................................10一、优势(S)分析..................................................................................................................10二、劣势(W)分析................................................................................................................10三、机会点(O)分析.............................................................................................................11四、威胁点(T)分析.............................................................................................................11五、竞争分析.......................................................................................................................11第四章项目定位...................................................................12一、项目形象定位..............................................................................................................12二、目标消费群体定位.....................................................................................................13三、价格定位.......................................................................................................................14四、营销主题定位..............................................................................................................14第二部分销售执行方案................................18第五章总体营销策略............................................................18一、总体指导思想..............................................................................................................18二、卖点整合.......................................................................................................................19三、项目入市时机..............................................................................................................19第六章销售目标...................................................................21一、销售总目标...................................................................................................................21二、分阶段销售目标............
