萬(wàn)科房地產(chǎn)營(yíng)銷策劃書

1、萬(wàn)科進(jìn)入北大學(xué)城市場(chǎng)萬(wàn)科進(jìn)入北大學(xué)城市場(chǎng)營(yíng)銷策劃書策劃人：策劃人：徐超徐超20132013年4月2525日目錄第1部分概要提示....................................................................................................................1第2部分環(huán)境分析................................

2、....................................................................................12.1市場(chǎng)分析.............................................................................................................................12.

3、1.1杭州房地產(chǎn)市場(chǎng)分析........................................................................................12.2房地產(chǎn)發(fā)展?fàn)顩r.............................................................................................................

4、....12.3土地出讓情況....................................................................................................................22.4丁橋區(qū)域房地產(chǎn)市場(chǎng)分析...........................................................................

5、......................22.4.1區(qū)域城市規(guī)劃....................................................................................................22.4.2房地產(chǎn)開(kāi)發(fā)現(xiàn)狀.........................................................................

6、.......................32.4.3競(jìng)爭(zhēng)項(xiàng)目分析....................................................................................................32.5市場(chǎng)走勢(shì)研判...........................................................................

7、..........................................4第3部分機(jī)會(huì)分析....................................................................................................................53.1杭州房地產(chǎn)客戶分析........................................

8、.................................................................53.2杭州市住宅需求特征分析.................................................................................................83.3丁橋區(qū)域客戶特點(diǎn)分析.............................

9、........................................................................93.4目標(biāo)客戶群定位...............................................................................................................113.4.1目標(biāo)客群特征：............

10、..................................................................................113.4.2選購(gòu)產(chǎn)品的動(dòng)機(jī)：..........................................................................................123.4.3購(gòu)買行為特征：...................

11、...........................................................................12第4部分產(chǎn)品分析..................................................................................................................134.1地塊現(xiàn)狀分析..........

12、.........................................................................................................134.1.1地塊環(huán)境調(diào)研..................................................................................................134.

13、1.2地塊周邊環(huán)境調(diào)查..........................................................................................134.1.3地塊交通條件調(diào)查..........................................................................................144.1.4周邊市政配套設(shè)

14、施調(diào)查..................................................................................144.2SWOT分析.......................................................................................................................154.3

15、產(chǎn)品定位...........................................................................................................................16第5部分戰(zhàn)略及行動(dòng)方案................................................................................

16、......................175.1定價(jià)原則...........................................................................................................................175.2定價(jià)建議.........................................................

17、..................................................................175.3價(jià)格調(diào)整方案...................................................................................................................185.3.1開(kāi)發(fā)成本核算...............

18、...................................................................................185.3.2價(jià)格定位..........................................................................................................20第6部分營(yíng)銷策略..........

19、........................................................................................................226.1推廣主策略..........................................................................................................

20、.............226.1.1平面廣告形式..................................................................................................226.1.2多維廣告形式...................................................................................

21、...............226.2媒體組合建議...................................................................................................................236.2.1媒體投放目標(biāo)..................................................................