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中原-保利济南营销策划报告(终稿打印版)2008目录第1章市场研究分析.............................................41.1项目背景分析.............................................41.1.1项目片区空间尺度......................................41.1.2项目的交通优势........................................51.1.3周边产业片区的引导作用................................61.2住宅市场分析.............................................71.2.1住宅市场总体供应......................................71.2.2区域划分依据及界线....................................91.2.3住宅区域成熟度分析...................................101.2.4在售项目供应量.......................................111.2.5住宅产品特征.........................................131.2.6住宅价格走势.........................................161.2.7整体市场总结.........................................171.3区域住宅市场分析........................................191.3.1项目周边板块.........................................191.3.2高新区板块...........................................241.3.3区域住宅市场研究结论.................................361.4竞争楼盘分析............................................411.4.1总体概况.............................................411.4.2竞争楼盘个案分析.....................................451.4.3竞争对手分析.........................................801.4.4研究结论.............................................83第2章项目分析及定位..........................................892.1项目SWOT分析...........................................892.1.1SWOT矩阵............................................892.1.2SWOT分析结论........................................962.2市场定位................................................962.2.1定位诠释：...........................................962.2.2目标客群定位.........................................972.2.3项目价格定位........................................1032.2.4项目形象定位........................................107第3章营销推广策略...........................................1163.1推广阶段划分...........................................1163.1.1营销推广目标........................................1173.1.2营销推广战略........................................1183.1.3营销策略组合........................................1193.1.4营销推广阶段划分....................................1193.2阶段性推广策略.........................................1203.2.1预热期（08/1/—08/3，约2个月）.....................1203.2.2认筹期（2008/3/—2008/4，约1.5~2个月）.............1213.2.3开盘期（2008/5中旬到下旬，约0.5个月）.............1223.2.4强销期（2008/5——2008/8，约3个月）................1233.2.5保温期（2008/8—2008/12，4个月）...................1243.2.6持续期（2008/12—2009/3，3个月）...................1253.2.7尾盘期（2009/3-2009/5）.............................1263.3媒体策略...............................................1263.3.1媒体选择策略........................................1263.3.2大众媒体............................................1263.3.3分众媒体............................................1293.3.4阶段性媒体组合策略..................................1293.3.5推广费用............................................1303.4开盘前团购策略.........................................1333.4.1团购目的............................................1333.4.2团购对象............................................1333.4.3组织方式..........................