安佳（中国）置业顾问有限公司深圳市安佳置业顾问有限公司谨呈鹏欣房地产开发有限公司【鹏欣·金游城】营销推广执行报告(二)――调整与补充MarketAndSpreadingReportOfTheProject28th,DEP,20062006-12-28一．项目营销执行的SWOT分析........................................................................................................................................................................6二．营销难点分析.......................................................................................................................................................................................................71．主力店位置不佳，商圈统驭能力不强...............................................................................................................................................................................................72．二层商铺的销售是难中之难...............................................................................................................................................................................................................73．传统媒体影响力弱，覆盖效果差.......................................................................................................................................................................................................7三．针对营销难点的因应对策...............................................................................................................................................................................81．加大招商力度，确保主力店为名家名店...........................................................................................................................................................................................82.精确价格定位，并制定专项的（二层）促销策略..............................................................................................................................................................................83．突破传统的依靠媒体的推广模式，注重活动与行销........................................................................................................................................................................8四．营销推广阶段的调整方案...............................................................................................................................................................................91．开盘时机选择.......................................................................................................................................................................................................................................92．营销阶段划分.......................................................................................................................................................................................................................................9五．推广渠道的调整方案.......................................................................................................................................................................................111．项目VI部分.......................................................................................................................................................................................................................................112．包装部分..................
