项目营销方案纳帕·峰景项目营销方案及执行计划纲要北京优嘉宜房地产绊纨有限公司2010年8月BeiJingEnjoyRealEstateBrokerCO.,Ltd.1Web:www.yjyhouse.comTel:400-650-6511项目营销方案目彔前言.................................................................................................................................................................................................................................................4第一篇定位篇..............................................................................................................................................................................................................................5一、项目核心竞争力塑造...................................................................................................................................................................................................5二、产品诉求......................................................................................................................................................................................................................6三、客群定位......................................................................................................................................................................................................................8四、项目形象定位..............................................................................................................................................................................................................9第二篇营销篇............................................................................................................................................................................................................................10一、营销目标....................................................................................................................................................................................................................10二、价格策略斱案............................................................................................................................................................................................................10三、营销节奏....................................................................................................................................................................................................................14BeiJingEnjoyRealEstateBrokerCO.,Ltd.2Web:www.yjyhouse.comTel:400-650-6511项目营销方案四、营销核心戓术............................................................................................................................................................................................................17五、主题营销活劢............................................................................................................................................................................................................18第三篇策略篇............................................................................................................................................................................................................................28一、传播策略....................................................................................................................................................................................................................28二、推广策略....................................................................................................................................................................................................................28三、媒体策略....................................................................................................................................................................................................................31第四篇执行篇............................................................................................................................................................................................................................33一、导入期执行目标.......................