长沙·依星专案评价及市场定位报告档案编码：03YX0201BVersion:012003/12/24第2页共52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52页日期：二零零三年十二月二十四日第3页共52页第2页共52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52页目录第一部分定位指导思路__________________________________41.1定位策略________________________________________________________41.1.1把握区域特征_________________________________________________________41.1.2强调扬长避短_________________________________________________________41.1.3提倡可盈利性_________________________________________________________41.1.4带动品牌衍生_________________________________________________________41.1.5体现可操作性_________________________________________________________41.1.6坚持以客为本_________________________________________________________41.1.7引导产品出彩_________________________________________________________51.2关键词__________________________________________________________5第二部分项目概况______________________________________62.1地块基本情况____________________________________________________62.2基本数据________________________________________________________62.3体育馆路印象____________________________________________________82.3.1体育馆路现有商铺_____________________________________________________82.3.2改造后的体育馆路____________________________________________________102.4周边配套_______________________________________________________132.5交通条件_______________________________________________________142.5.1道路连接____________________________________________________________142.5.2配套设施____________________________________________________________142.6街区功能_______________________________________________________152.6.1功能形成____________________________________________________________152.6.2区域形象____________________________________________________________152.6.3商业素质____________________________________________________________162.7SWOT分析_____________________________________________________162.7.1S（strength）：优势_________________________________________________162.7.2W（weakness）：劣势_________________________________________________17第4页共52页第3页共52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52页2.7.3O（opportunity）：机会______________________________________________182.7.4T（Threat）：威胁___________________________________________________18第三部分项目定位_____________________________________203.1商业定位_______________________________________________________203.2商业档次_______________________________________________________203.2.1主要借鉴项目的商业类型及商业档次____________________________________213.2.2物业档次定位________________________________________________________233.2.3档次定位的指引作用__________________________________________________233.3客户细分_______________________________________________________243.3.1商业类客户划分______________________________________________________243.4商业客户定位___________________________________________________313.4.1人群________________________________________________________________313.4.2年龄________________________________________________________________313.4.3行为特征____________________________________________________________313.4.4购买偏好______________________...
