[键入文字]东方新天地营销推广思路2009年7月[键入文字]目录目录........................................................................................................................................................2市场篇....................................................................................................................................................31.1项目概述........................................................................................................................................31.1.1项目整体数据.......................................................................................................................31.1.2各建筑单体数据...................................................................................................................31.2现有商圈情况................................................................................................................................51.2.1业态分布...............................................................................................................................51.2.2租金情况.............................................................................................................................111.2.3商业面积情况.....................................................................................................................141.2.4项目商业饱和度分析.........................................................................................................191.3项目自身分析..............................................................................................................................221.3.1项目SWOT分析.................................................................................................................221.3.2项目优劣势总结.................................................................................................................231.4价格策略......................................................................................................................................251.4.1价格制定方法.....................................................................................................................251.4.2样本的选择.........................................................................................................................251.4.3权重因素的确定.................................................................................................................251.4.4各房源的价格确定.............................................................................................................251.5市场研究结论..............................................................................................................................26第1章营销策划篇..............................................................................................................................272.1市场定位....................................................................................................................................272.1.1最终定位...........................................................................................................................272.1.2定位支撑...........................................................................................................................272.1.3定位延展...........................................................................................................................272.2项目住宅形象定位....................................................................................................................282.3客群定位....................................................................................................................................292.4商业客群定位............................................................................................................................292.4.1操盘思路...........................................................................................................................292.4.2商业运作思路...................................................................................................................292.4.3商业运作阐述.....................................................