爱地时代爱地时代地产顾问地产顾问安麒广场▪项目营销策划报告为了做得更好，我们提倡沟通、创作、效率。创作人员及评审委员会名单■主笔人员：李凯张磊单春香罗小凤■项目总监：汪羽■评审委员会人员：刘国良汪羽罗小凤李凯张磊单春香主笔人员签名：协助人员签名：项目总监签名：一级评审参加人员签名：一级评审时间：2004年9月23日二级评审参加人员签名：二级评审时间：2004年9月25日目录前言..................................................................6第一章项目分析...........................................................71、项目概况.............................................................71.1项目基本经济技术指标.............................................71.2项目自身分析.....................................................71.3户面比统计.......................................................81.4周边配套.........................................................82、项目SWOT分析........................................................92.1优势(Strengh)分析及因素分解......................................92.2劣势(Weakness)..................................................112.3机会(Opportunity)..............................................122.4威胁(Threat)...................................................122.5项目核心价值....................................................13第二章项目定位.........................................................141、关键词..............................................................152、定位策略的把握......................................................162.1定位的基准原则..................................................162.2定位的逻辑结构..................................................173、核心问题的提出......................................................194、项目定位推导分析....................................................204.1定位推导思路....................................................204.2SWOT矩阵与CCTI交互分析.........................................274.3市场空白点与机会点分析..........................................285、项目定位（方案一）..................................................305.1客户定位........................................................305.2物业档次........................................................335.3形象定位........................................................355.4文化定位........................................................385.5案名推介........................................................426、产品核心竞争能力分析................................................456.1自身素质........................................................466.2卖点营造........................................................476.3项目附加值分析..................................................487、项目定位（方案二）..................................................507.1项目主题定位....................................................517.2项目推广语......................................................547.3项目市场形象定位................................................558、项目价格定位........................................................568.1整体均价定位....................................................568.2价格调差........................................................628.3项目销售价格逐步提升的比例及分析................................658.4销售折扣........................................................65第三章市场攻击策略——...
