新城市广场·虹桥中心营销策划方案策略篇南京垠坤2006-7-9目录[第一章项目研、读与定位分析]………………………………………………………………………………………………………………………………………………31.1项目研读………………………………………………………………………………………………………………………………………………………………………41.1.1项目概述……………………………………………………………………………………………………………………………………………………………………41.1.2项目SWOT分析…………………………………………………………………………………………………………………………………………………………51.1.3项目研读小结……………………………………………………………………………………………………………………………………………………………81.2项目定位原则…………………………………………………………………………………………………………………………………………………………………91.3项目市场定位…………………………………………………………………………………………………………………………………………………………………101.4项目产品定位………………………………………………………………………………………………………………………………………………………………121.4.1商业部分的产品定位……………………………………………………………………………………………………………………………………………………121.4.2商业部分的业态定位……………………………………………………………………………………………………………………………………………………131.4.3写字楼部分的产品定位…………………………………………………………………………………………………………………………………………………151.4.4挑高小户型的产品定位…………………………………………………………………………………………………………………………………………………161.5项目客群定位………………………………………………………………………………………………………………………………………………………………171.5.1商业部门客群定位………………………………………………………………………………………………………………………………………………………171.5.2写字楼客群定位………………………………………………………………………………………………………………………………………………………181.5.3挑高小户型客群定位……………………………………………………………………………………………………………………………………………………181.6项目定位总结……………………………………………………………………………………………………………………………………………………………191.7产品优化建议………………………………………………………………………………………………………………………………………………………………201.7.1商业部分……………………………………………………………………………………………………………………………………………………………201.7.2写字楼部分………………………………………………………………………………………………………………………………………………………………201.7.3挑高小户型部分……………………………………………………………………………………………………………………………………………………231.7.4挑高小户型装修部分………………………………………………………………………………………………………………………………………………241.7.5样板房…………………………………………………………………………………………………………………………………………………………………25[第二章价值发现与概念设计]……………………………………………………………………………………………………………………………………………272.1...
