东田中小企业科技孵化园营销策划纲要提纲前言………………………………………………………………………………………………………………………………………………2一、营销环境分析……………………………………………………………………………………………………………………………6（一）工业地产发展的特征和现状………………………………………………………………………………………………………6（二）竞争对手分析…………………………………………………………………………………………………………………………11二、项目分析…………………………………………………………………………………………………………………………………14（一）项目概况………………………………………………………………………………………………………………………………14（二）项目SWOT分析………………………………………………………………………………………………………………………14（三）项目分析小结…………………………………………………………………………………………………………………………17三、营销目标……………………………………………………………………………………………………………………………………19（一）年度营销目标分解……………………………………………………………………………………………………………………19（二）月度营销目标分解……………………………………………………………………………………………………………………20四、目标客户分析……………………………………………………………………………………………………………………………22（一）目标客户定位…………………………………………………………………………………………………………………………22（二）目标客户分解…………………………………………………………………………………………………………………………23（三）目标客户主要特征…………………………………………………………………………………………………………………24五、营销策略……………………………………………………………………………………………………………………………………26（一）总体营销策略…………………………………………………………………………………………………………………………26（二）项目定位…………………………………………………………………………………………………………………………………27（三）阶段性营销策略………………………………………………………………………………………………………………………281、市场导入期…………………………………………………………………………………………………………………………………282、内部认购期…………………………………………………………………………………………………………………………………313、市场强销期…………………………………………………………………………………………………………………………………324、销售持续期…………………………………………………………………………………………………………………………………365、尾盘清销期…………………………………………………………………………………………………………………………………38六、媒体策略…………………………………………………………………………………………………………………………………40（一）媒体总体策略…………………………………………………………………………………………………………………………40（二）主流媒体………………………………………………………………………………………………………………………………40（三）现场包装………………………………………………………………………………………………………………………………44（四）媒介及活动费用………………………………………………………………………………………………………………………46结语………………………………………………...
