巴黎豪庭营销推广提案武汉xxx代理机构二00七年十一月目录第一章市场分析5一、宏观政策环境...............................................................................................................................................................................................5二、区域概况.....................................................................................................................................................................................................10三、光谷房地产市场分析.................................................................................................................................................................................13四、直接竞争楼盘分析.....................................................................................................................................................................................15第二章项目分析24一、项目概况.....................................................................................................................................................................................................24二、本案SWOT分析...........................................................................................................................................................................................24三、卖点与买点提炼.........................................................................................................................................................................................27第三章项目定位29一、客群定位.....................................................................................................................................................................................................29二、产品定位.....................................................................................................................................................................................................34三、价格定位.....................................................................................................................................................................................................35四、形象定位.....................................................................................................................................................................................................36五、档次定位.....................................................................................................................................................................................................36六、项目定位.....................................................................................................................................................................................................37第四章营销策略38一、营销总体策略.............................................................................................................................................................................................38二、营销总纲.....................................................................................................................................................................................................39四、营销整体节奏安排原则.................................................................
