第1页共76页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共76页关于“湖山·城市花园”项目的全程营销策划执行案目录题引·············································5第一部分市场部分····························7第一节较宏观角度的城市政经背景分析················7城市简况····································7国家宏观政策································12第二节较中观角度的绵阳房地产市场分析··············16绵阳房地产总体运行情况······················16绵阳市房地产市场需求预测····················22第三节较微观角度的项目周遍当前类比项目的情况······24（一）供给方面···································24（二）需求方面···································26第2页共76页第1页共76页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共76页（三）消费群体···································26（四）推广方面···································26（五）小结·······································28市场环境认知小结································30第二部分项目分析····························31第一节项目立地条件分析····························31第二节项目的比较市场机会分析······················33一、比较市场基础分析····························33二、项目的价格比较竞争机会分析··················43第三部分定位部分····························46第一节定位目标····································47第3页共76页第2页共76页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共76页一、市场目标····································47二、竞争目标····································47第二节项目市场的营销整合定位······················48一、竞争角色定位································48二、项目的市场定位······························48三、目标市场确立································48四、目标客户群体锁定····························49第三节本项目的价格分析····························50一、价格目标····································50二、定价策略····································51三、定价方式····································51四、项目的市场价格判断··························52第4页共76页第3页共76页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共76页五、本项目的入市价格建议························53第四节本项目的广告推广定位························54一、主题形象定位································54...
