《客天下旅游度假村项目营销策划报告》精简版深圳市德思勤置业有限公司二零零六年八月十一日0目录摘要································································1前言································································6第一部分市场分析篇·············································7第一章宏观经济环境分析············································81.1.2005年国家经济形势分析·········································8第二章宏观房地产市场分析··········································102.1．2005年中国房地产市场研判·······································102.2．2006年的宏观调控政策··········································132.3．德思勤对策····················································16第三章梅州市场分析················································183.1梅州概况······················································183.1.1梅州地理位置简介··············································183.1.2梅州人文历史··················································193.1.梅州旅游资源··················································193.2.2006年第一季度梅州经济状况分析·································203.3人口及居民就业、收入状况········································213.3.1梅州人口增长幅度微弱，外出队伍庞大·····························213.3.2居民收入涨幅不高，消费能力不强································233.3.3梅州阶层分布情况分析··········································233.4基础设施建设···················································253.5旅游业发展情况·················································26第四章梅州房地产市场调研·········································284.1.2005年梅州房地产发展回顾及2006年展望·························284.2梅州房地产发展特点··············································314.3.房地产消费特征················································334.4.梅州房地产市场容量推算及市场特征······························354.5.梅江区房地产市场情况分析······································37第五章同类项目状况分析···········································395.1梅州旅游度假村市场分析·········································395.1.1雁南飞茶田度假村··············································395.1.2雁鸣湖旅游度假村·············································415.1.3丰顺千江温泉度假区···········································445.2梅州别墅项目市场调查···········································47第二部分项目分析篇············································49第一章项目概况···················································50第二章项目分析···················································512.1项目经济技术指标···············································512.2地块分析·······················································522.3.景观、视线分析·················································52第三章项目的SWOT分析···········································5323.2项目SWOT分析················································53第四章项目综合评价···············································55第三部分复合地产及旅游地产发展战略··························57第一章：万科城——复合地产战略启迪·································58第二章：华侨城——旅游地产营销启示································62第三章：复合地产战略思想启示与创新运用····························653.1万科城借鉴·····················································663.2华侨城借鉴·····················································683.3.新都市主义造城理想·············································69第四部分项目定位篇············································73第一章客户定位···················································741.1关于本项目客户定位的思考·······································741.1.1梅州阶层分布情况与项目目标客户分析····························741.1.2海外客家华侨市场分析··········································751.2本项目客户定位·················································761.2.3主力客户特征描述··············································771.2.4主力客户心理描述··············································781.2.5产品套型对应客户分析·········································79第二章项目市场定位···············································802.1项目市场定位思考···············································802.1.1旅游地产的主题研究············································802.2项目整体形象定位················································81二、项目整体形象定位···············································822.4项目一期市场形象定位···········································842.5商业部分定位····················································85第五部分营销策略篇············································87第一章项目整体营销策略···········································881.1项目资源分析·······························