1保利百合花园营销策划报告书经纬物业2目录总体市场状况分析周边区域市场分析优势我们需要解决的问题目标客户群分类锁定目标客户群的依据目标客户群的特征分析目标客户群居住追求共性分析1.1······································································81.2······································································102.1·····························································································162.2·································································203.1·········································································233.2·····························································243.3·····························································253.4·················································26经纬物业第一章、市场分析知彼第二章、项目优劣势分析知已第三章、目标客户群分析争夺的阵地——·································································7——····················································15——········································223目录筛选项目核心利益点的标准要求核心利益点的体现5.1···········································395.2···································································40从目标客户追求考虑从发展商品牌的整合考虑形象定位的推导项目形象定位应实现差异化、广泛的传播力4.1································································304.2························································304.3·······································································334.4························35经纬物业第四章、确定形象定位入市态势第五章、项目核心利益点主要作战武器——···············································29——···································384目录项目定价策略项目入市时间分析项目的总体价格策略及推售安排商铺部分6.1···············································································446.2·······································································466.3···············································486.4·······················································································52整体思路阶段推广策略7.1························································································557.2················································································59经纬物业第六章、项目整体价格策略辅助武器——·········································43第七章、整体推广策略·········································································545目录推广目标媒介组合策略构筑立体化宣传综合体媒介运用比重各媒体具体选择及分布建议8.1······················································································748.2——······························768.3··············································································818.4······················································83经纬物业第八章、媒介运用策略·········································································736知已知彼、百战不殆经纬物业7——第一章、市场分析知彼经纬物业8a.2002年现状分析总体表现良好，预售面积和成交金额同比均有增长。民营企业占主导地位，占投资量50.3%。二手楼市继续快速发展，全年增长率达39.5%。产品及营销方式上推陈出新，楼市在竞争中进一步发展。????经纬物业1.1总体市场状况分析9b.2003年趋势预测二手比例继续上升，一二手市场联动效应，进而促进一手成交。2003年将会是地产市场新产品的“感受年”和“创新年”。供应量持续增加，供求矛盾激化，未来楼市价格面临下降压力。外来人员不断增加，市场潜在购房需求亦将持续增加。大发展商逆市而行，成为支持楼市的中坚力量。?????经纬物业10a.2002年现状分析海珠区的商品房之销售与成交方面表现得继天河最活跃区域之一，其中以西部及项目所处中部最为理想。受商业氛围及市政建设等方面因素影响，海珠区各大楼盘大致全为7个具代表性的板块。??经纬物业1.2周边区域市场分析11经纬物业各板块的楼盘分布项目受到南洲路板块，革新路板块，江燕路板块的各个楼盘三面夹击，市场竞争激烈。12项目潜在供货量保利花园靠近工业大道的小高层洋房及二期发展用地（情况不详）光大花园目前区已动工，总建面积万平方米，二、三、四期暂未开发金碧花园第个金碧花园供货量巨大富力顺意花园南区栋层住宅，约套南景园紫云轩、观月轩栋层住宅约套，靠近江燕路的发展用地未开发晓燕湾栋层住宅，约多套动感华庭栋及栋层住宅，单元数量约套左右城启洲头咀项目占地约万平方米，目前暂未推出市场，预计年年底开售合计套左右（未含保利、光大、金碧及城启洲头咀项目）D1735207606188167123001201183004020032176经纬物业后续市场竞争情况分析?13经纬物业原有的工业厂房陆续搬迁，特别是近期革新路广州造船厂及集装箱厂地块拍卖，后续住宅储备用地充裕。目前市场户型供应比较单一，在同质化竞争严重的情况下，通过拉开产品差异化，进行市场细分将是发展商明智之举。大发展商大举入侵,抢占市场份额,后市竞争更趋激烈.由上表分析可知：???14b.2003年区域趋势预测市场上产品趋向多样化，买家选择空间越来越大。随着交通建设及市政改造，购房区域局限性进一步打破。性价比不断提高，主要体现在产品质量优异度及使用功能多样化后市竞争将体现在产品的附加值上面,例如附送的家私及装修标准上。项目开发将越来越注重人居及以人为本的要求,以消费者的实际需求出发。?????经纬物业15——第二章、项目优劣势分析知已经纬物业16保利集团品牌已得到市民认同。本项目可与保利其他项目进行资源整合（如业主、配套）。产品实用率高，户型间隔方正。健康材料升级版装修标准。公共交通网络完善。独有健康会所。项目临近路面，宣传力强。可形成封闭小区，具备良好的保安条件。周边区域配套日益完善。?????????经纬物业2.1优势17项目容积率高，密度大。所处区域的整体形象有待提高。项目规模小，难以配建较具规模、可供宣传炒作的设施。围合式设计，使得很多单位景观朝向不佳。有很大部分单位受工业大道及规划路粉尘、噪音影响严重。总体供货量大且销售周期集中。??????经纬物业劣势18项目所处板块供求关系匀衡,市场承接力足。各大型市政建设带动海珠区总体形象提升，工业大道板块受益非浅，区域吸引力极大增强。周边区域居住人群较为集中，居住氛围强。保利拥有大量旧业主资源，有利项目的广泛传播。一、二手市场的联动效应，将能有效地推动一手成交量上升。?????经纬物业机会19区内竞争对手众多，后续供货量巨大。周边