目录目录................................................................................................................................................1总论................................................................................................................................................4一、项目SWOT矩阵分析............................................................................................................51优势和劣势分析............................................................................................................51.1Strength（优势分析）........................................................................................51.2劣势分析(Weakness)............................................................................................62机会点和威胁分析........................................................................................................72.1Opportunity(机会点分析)....................................................................................72.2Threat(威胁分析)................................................................................................83总结................................................................................................................................8二项目定位................................................................................................................................101.市场定位要求................................................................................................................101.1关于市场定位....................................................................................................101.2市场定位应考虑的要素....................................................................................112.市场定位........................................................................................................................142.1市场定位点........................................................................................................142.2市场定位的支撑点............................................................................................153客群定位........................................................................................................................173.1市场范围............................................................................................................173.2目标客群阶层界定............................................................................................173.3目标客户群........................................................................................................193.4一期推广重点客群............................................................................................214产品定位........................................................................................................................224.1产品设计建议....................................................................................................224.2规划设计要求....................................................................................................235形象定位........................................................................................................................255.1形象定位点........................................................................................................255.2形象定位支持....................................................................................................256案名建议........................................................................................................................267价格定位........................................................................................................................267.1定价方法............................................................................................................277.2本项目定价参考................................................................................................28三销售准备................................................................................................................................301必备条件....................................................................................