金山银海营销策划报告第一部分市场研究一、烟台宏观经济发展状况·········································2二、烟台住宅市场的发展状况·······································5三、开发区宏观状况分析···········································8四、市场研究结论·················································9第二部分市场定位一、项目各项经济技术指标·······································10二、项目SWOT分析···············································10三、竞争者市场分析·············································11四、市场定位···················································16五、目标客户群定位·············································18六、价格定位···················································19七、项目建筑规划设计建议·······································20八、配套设施规划设计建议·······································24第三部分销售推广一、项目销售条件与开售时机·····································28二、项目形象定位与主题思路·····································30三、项目包装···················································31四、广告策略···················································37五、媒体策略···················································39六、价格策略···················································46七、配合销售的各阶段推广排期···································50烟台金山银海营销策划报告第一部分市场研究一.烟台宏观经济发展状况烟台概况1、地理位置与人口分布烟台地处山东半岛中部，东连威海，西接潍坊，西南与青岛毗邻，北部、西北部濒临渤海，东北和南部临黄海，与辽东半岛对峙，并与大连隔海相望，共同形成拱卫首都北京的海上门户。全市土地面积平方公里，其中市区面积平方公里，总人口万，其中市区人口万。全市海岸线曲长909公里。烟台市现辖芝罘、福山、牟平、莱山、开发区５个区及长岛县，代管龙口、莱阳、莱州、蓬莱、招远、栖霞、海阳7个县级市。烟台的交通通讯四通八达。烟台空港为国家一类开放口岸，开通了至北京、上海、广州、大连、深圳以及香港、澳门、汉城、大阪、名古屋等国内外空中航线23条，平均每周航班达114班。全市现有港口9处，其中烟台、龙口、莱州和蓬莱港为国家一类开放口岸，烟台港是中国北方重要的对外贸易枢纽港，与70多个国家和地区的100多个港口直接通航。境内蓝烟铁路横贯东西，火车直达北京、上海、佳木斯、济南、青岛等城市，拥有到北京、青岛、西安等旅游城市的旅游专列；全市公路通车里程达公里，其中高速公路通车里程达公里，实现了市市通有高速公路。烟青一级路、烟威高速公路、轸八高速路、同三高速相继建成通车，并与城市立体交通网络对接。城市公路客车已开通12个省的56个城市和山东17个地市。2、城市性质及地位烟台历史悠久，古称芝罘，是中国古代早期文化发祥地之一。秦始皇统一中国后，...
