房地产项目全程营销策划方案

房地产项目全程营销策划方案

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目录

一、企业及产品介绍 .........................................................................................................3

二、市场环境分析......................................................................................................................3

2.1.宏观分析 ..................................................................................................................................... 3

2.2.内外部竞争环境 ............................................................................................................................ 4

2.2.1. 优势..................................................................................................................................... 4

2.2.2. 劣势..................................................................................................................................... 5

2.2.3. 机会..................................................................................................................................... 5

2.2.4. 威胁..................................................................................................................................... 5

2.2.5. 竞争分析 ........................................................................................................................... 6

三、市场细分 .............................................................................................................................7

3.1.目标市场 ..................................................................................................................................... 8

3.2.目标群体分析 ............................................................................................................................. 8

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3.3.市场定位 ..................................................................................................................................... 9

四、营销策略 ........................................................................................................................... 11

4.1.营销思路 ................................................................................................................................... 11

4.2.实施手段 ................................................................................................................................... 12

五、广告策略 ........................................................................................................................... 13

5.1.广告媒体 ................................................................................................................................... 12

5.2.推广 ........................................................................................................................................... 13

5.3.宣传报道 ................................................................................................................................... 13

六、成效 .................................................................................................................................. 13

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