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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