第1页共48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48页目录一、研究重点概念界定...................................................................................................................21别墅概念................................................................22别墅类别................................................................2二、别墅市场分析...........................................................................................................................41政策分析................................................................42经济因素解析...........................................................63别墅市场发展阶段定位研究..............................................84别墅市场土地供应研究..................................................95西安市别墅市场供需整体分析............................................96别墅价格分析..........................................................14三、别墅市场板块研究.................................................................................................................241曲江板块研究..........................................................242秦岭北麓板块研究.....................................................283未央板块研究..........................................................32四、别墅市场产品单因素分析.................................................................................................361区域规模分析..........................................................362交通分析..............................................................363生活配套分析..........................................................364产品布局分析..........................................................375户型分析..............................................................376宅院分析..............................................................377建筑风格分析..........................................................378建筑设计分析..........................................................389绿化分析..............................................................3810容积率分析...........................................................38五、消费者研究...........................................................................................................................391消费者定位和分类.....................................................392目标客户特征..........................................................393目标客户心理特征.....................................................404目标客户的决策特征...................................................415西安市别墅消费者类型静态定位和动态分析..............................426目标客户职业分层.....................................................437客户置业动机分析.....................................................43六、产品营销分析.......................................................................................................................441概念定位..............................................................442卖点及核心卖点.......................................................443广告语及主打广告语...................................................444营销手段..............................................................445营销策略..............................................................45七、西安市别墅市场的总结和思考......