娄底·海汇项目营销策划书档案编码：03LDHH0201CVersion:012003/11/5日期：二零零三年十一月五日目录第一部分物业定位评估__________________________________________________5一、近期市场概况______________________________________________________________5二、近期市场热点______________________________________________________________6三、项目定位评估______________________________________________________________7四、客户定位__________________________________________________________________74.1投资群体客户细分：_____________________________________________________________84.2经营群体细分：_________________________________________________________________8五、建筑方案评估______________________________________________________________9第二部分项目包装_____________________________________________________10一、包装总纲_________________________________________________________________10二、基础形象设计_____________________________________________________________11三、现场包装_________________________________________________________________123.1工地形象______________________________________________________________________123.2现场营销中心__________________________________________________________________14四、销售物料包装_____________________________________________________________164.1销售物料______________________________________________________________________164.2办公事物应用系统______________________________________________________________174.3交通工具类____________________________________________________________________184.4大型广告牌____________________________________________________________________184.5站台广告______________________________________________________________________18第三部分销售实施_____________________________________________________20一、销售总体策略及目标_______________________________________________________201.1总体策略______________________________________________________________________201.2销售目标______________________________________________________________________21二、销售阶段及进度___________________________________________________________212.1销售阶段______________________________________________________________________212.2销售进度______________________________________________________________________21三、销售阶段工作安排_________________________________________________________223.1内部认购期____________________________________________________________________223.2公开发售期____________________________________________________________________223.3持续期________________________________________________________________________233.4冲刺期________________________________________________________________________233.5尾盘期________________________________________________________________________23四、销售前期准备_____________________________________________________________244.1.销售管理_______________________________________________________________________24五、销售推广阶段细分_________________________________________________________26第四部分活动方案_____________________________________________________31一、内部认购期活动方案：_____________________________________________________31二、开盘准备活动：___________________________________________________________32第五部分价格_________________________________________________________38一、厘定价格的相关因素________________...
