【珠江广场】营销策划全案目录市场分析篇........................................................................................................................................3一．市场分析....................................................................................................................................41．1整体市场概况...................................................................................................................41．2豪宅市场概况...................................................................................................................6A、绝版山水盘.................................................................................................................6B、新城市中心板块..........................................................................................................7C、珠江新城板块..............................................................................................................71．3豪宅一条街——滨江路一、二线江景盘火拼时速........................................................81．42002年江景楼盘市场威胁性预测..................................................................................9二、【珠江广场】项目（SWTO）分析.......................................................................................172．1项目竞争优势分析（S）...............................................................................................172．2项目竞争劣势分析（W）..............................................................................................182．3项目的市场威胁点（T）...............................................................................................192．4项目市场的机会点（O）...............................................................................................20三．项目定位..................................................................................................................................203.1项目市场定位策略.............................................................................................................203.2项目形象主题定位策略....................................................................................................203.2.1形象主题定位的必要性..........................................................................................203.2.2项目名称及形象主题提炼......................................................................................213.4项目目标客户定位............................................................................................................233.5项目售价定位....................................................................................................................23营销策划篇......................................................................................................................................26一．项目推售策略..................................................................................................................271．1目推广原则.....................................................................................................................271．2户型统计分析.................................................................................................................271．2项目首推分析...............................................................................................
