〖和声机构提案〗宋都·新城国际（III、IV）营销策略报告【页码】市场(5)竞争(12)客户(23)项目(26)问题(32)计划(41)预算(57)HosnOrganization2006-09-一八目录｜Contents第一部分市场背景分析...........................................................................................................................5一、钱江新城的远期机遇与近期困境............................................................................................51.钱江新城具有良好的远景预期................................................................................................52.钱江新城的规划具有令人担忧的一面....................................................................................53.钱江新城核心区建设步伐缓慢................................................................................................64.大交通建设的机遇与困扰........................................................................................................75.钱江新城核心区还缺少国际大品牌注入................................................................................8二、钱江新城房地产市场形势........................................................................................................81.钱江新城在售楼盘销量走势....................................................................................................8※附表1：钱江新城在售楼盘2006年1-8月销量统计..............................................................8※附表2：钱江新城在售楼盘2006年1-8月销量走势..............................................................92.钱江新城住宅项目体量分析....................................................................................................9※附表3：钱江新城住宅项目供应量统计列表.............................................................................93.钱江新城住宅价格现状...........................................................................................................114.钱江新城核心区公建项目体量分析.......................................................................................11※附表4：钱江新城部分公建项目清单........................................................................................11第二部分竞争关系分析.........................................................................................................................12一、区域楼盘产品线对比分析......................................................................................................121.竞争对手综合指标对比分析..................................................................................................12※附表5：钱江新城竞争性住宅项目综合指标比较表...............................................................122.竞争对手户型、价格对比分析..........................................................................................一三※附表6：钱江新城竞争性住宅项目户型与价格比较表.......................................................一三二、区域楼盘销售推广线分析......................................................................................................141.区域楼盘产品定位、诉求重点分析......................................................................................14※附表7：钱江新城竞争性住宅项目定位与广告诉求比较表...................................................142.区域楼盘媒体组合策略分析...................................................................................
