目录摘要...................................................................................3Abstract...............................................................................4第一章项目概况.......................................................................6一、宗地四至状况...................................................................6二、区域交通状况...................................................................6三、目周边环境状况.................................................................7第二章营销期商品住宅市场分析.........................................................9一、商品住宅市场总体状况...........................................................9二、市场细分.......................................................................9第三章目标市场定位................................................................13一、产品定位策略..................................................................13二、市场定位模式..................................................................14三、市场定位依据..................................................................15五、产品定位......................................................................17第四章项目竞争力分析................................................................20一、项目所在区域综合分析..........................................................20二、项目所在区域发展分析..........................................................20三、项目所在区域商品住宅市场分析..................................................21四、项目档次界定..................................................................22第五章整合推广策略..................................................................26一、整合推广策略组成..............................................................26二、市场推广策略..................................................................28三、包装创意策略：................................................................30第六章销售计划......................................................................32一、传播任务......................................................................32二、传播对象定位..................................................................32三、诉求重点......................................................................33四、媒介策略......................................................................34五、执行计划......................................................................37六、费用预估......................................................................41七、传播评估指标..................................................................41附录..................................................................................42CSstrategyandmarketingarestudied.................................................42CS战略与营销学........................................................................51参考文献..............................................................................57摘要本文以“沈阳万科四季花城”为例，介绍了该项目房地产开发流程中的营销推广环节。本文以整合营销理论为依据，通过收集大量的市场信息与消费者信息并进行科学的整理分析，以确定项目的市场定位。参照竞争项目的销售状况与策略，制定了系统的中长期营销推广策略。首先，本文对项目营销期内的宏观经济状况进行了简要的描述与分析，并较详细的研究了项目所在地区板块的市场情况。分属...
