前 言远桥广告公司受武昌物业经营发展总公司委托，进行凤凰大厦地产项目营销策划。本策划根据双方口头协议，于 2003 年 3 月 1 日开始，至 2003 年 4 月 1 日结束。现提交营销策划案。本策划文本包括：市场调查与分析，项目销售策略，价格策略项目宣传推广策略，广告阶段策略，全面涵盖了本次策划的内容；为本次营销活动提供策略和实施方法的全面指导。如果贵方认可此方案，希望本次营销活动能全面照此执行。 凤凰大厦房地产项目策划目 录1、凤凰大厦项目概况···························52、凤凰大厦市场分析···························6（1）营销环境分析 ·············································6（2）消费者分析 ···············································7（3）竞争态势分析 ·············································8（4）项目SWOT分析 ············································103、凤凰大厦销售策略··························12（1）入市时机及策略 ··········································12（2）价格策略及定价原则······································12（3）销售阶段安排 ············································134、凤凰大厦宣传推广策略······················14（1） 凤凰大厦项目推广主题···································141)项目推广主题2)主题分析（2） 项目广告策略 ···········································151)广告阶段策略2)广告创意策略（3） 项目公关策划 ···········································171)活动推广目标3)活动推广定位4)活动推广诉求重点5)活动推广的方式（4） 项目现场包装策略 ···································...
