万豪｜国际轻纺城下半年营销执行方案和声机构2009-8-5目录第一部分：项目策略思考..............................................................................................................2一、项目SOWT分析..............................................................................................................2二、策略思考：......................................................................................................................5第二部分：项目定位分析..............................................................................................................5一、项目形象定位..................................................................................................................5二、目标客户群定位..............................................................................................................6第三部分：项目租售政策调整.......................................................................................................6一、原因分析..........................................................................................................................6二、销售政策..........................................................................................................................7三、招商政策..........................................................................................................................7第四部分：阶段营销总纲..............................................................................................................8一、项目营销节点..................................................................................................................8二、项目营销总纲..................................................................................................................9第五部分：各阶段营销执行计划...................................................................................................9第一阶段：项目形象重塑（2009.8）....................................................................................9一、阶段主诉求............................................................................................................10二、阶段问题及对策.....................................................................................................10三、活动线.....................................................................................................................11四、媒体推广线............................................................................................................12五、物料配合................................................................................................................15六、工作配合................................................................................................................15第二阶段：项目销售期及开业准备期（09.9—09.10）.....................................................18一、阶段主诉求............................................................................................................18二、阶段问题及对策.....................................................................................................18三、活动线....................................................................................................................20四、媒体推广线...............................................................................
