深圳鸿运装饰城营销推广报告-51VIP免费

鸿运装饰城营销策划报告HONGYUNMARKETINGPLANNINGREPORT深圳市鼎泰房地产经纪有限公司二零零七年七月编撰目录第一章营销推广战略层面分析…………………………………………………………………………………………………………………………3一、营销战役怎么打？…………………………………………………………………………………………………………………………3二、营销战役如何设计？………………………………………………………………………………………………………………………5三、营销战役如何实施？………………………………………………………………………………………………………………………6四、如何实现会战？……………………………………………………………………………………………………………………………7第二章营销推广策略……………………………………………………………………………………………………………………………………7一、营销推广针对的目标客户群………………………………………………………………………………………………………………8二、营销推广目标………………………………………………………………………………………………………………………………11三、营销推广思路………………………………………………………………………………………………………………………………11四、营销推广案名及主题定位…………………………………………………………………………………………………………………13五、营销概念设计………………………………………………………………………………………………………………………………11第三章价格定位及策略………………………………………………………………………………………………………………………………17一、SOHO商务公寓的均价定位………………………………………………………………………………………………………………18二、商铺整体的平均价格定位………………………………………………………………………………………………………………21三、价格策略…………………………………………………………………………………………………………………………………26第四章入市时机……………………………………………………………………………………………………………………………………28一、入市原则……………………………………………………………………………………………………………………………………28二、入市分析……………………………………………………………………………………………………………………………………29三、入市时机……………………………………………………………………………………………………………………………………30第五章营销推广流程…………………………………………………………………………………………………………………………………33一、推广节奏…………………………………………………………………………………………………………………………………33二、形象导入期…………………………………………………………………………………………………………………………………35三、商业强势销售期……………………………………………………………………………………………………………………………36四、商业封盘及SOHO形象导入期……………………………………………………………………………………………………………37五、SOHO公寓强势销售期……………………………………………………………………………………………………………………38第六章广告策略……………………………………………………………………………………………………………………………………39一、广告策略分析……………………………………………………………………………………………………………………………39二、广告核心定位……………………………………………………………………………………………………………………………43三、广告操作策略………………………...