【珠江广场】营销策划全案目录市场分析篇........................................................................................................................................3一．市场分析....................................................................................................................................41．1整体市场概况...................................................................................................................41．2豪宅市场概况...................................................................................................................8A、绝版山水盘.................................................................................................................8B、新城市中心板块..........................................................................................................9C、珠江新城板块............................................................................................................101．3豪宅一条街——滨江路一、二线江景盘火拼时速......................................................111．42002年江景楼盘市场威胁性预测................................................................................13二、【珠江广场】项目（SWTO）分析.......................................................................................242．1项目竞争优势分析（S）...............................................................................................242．2项目竞争劣势分析（W）..............................................................................................262．3项目的市场威胁点（T）...............................................................................................272．4项目市场的机会点（O）...............................................................................................28三．项目定位..................................................................................................................................293.1项目市场定位策略.............................................................................................................293.2项目形象主题定位策略....................................................................................................293.2.1形象主题定位的必要性..........................................................................................303.2.2项目名称及形象主题提炼......................................................................................303.4项目目标客户定位............................................................................................................343.5项目售价定位....................................................................................................................35营销策划篇......................................................................................................................................39一．项目推售策略..................................................................................................................401．1目推广原则.....................................................................................................................401．2户型统计分析.................................................................................................................401．2项目首推分析..................................................................................................
