第一章项目总体营销策略.............................................................41、总体指导思想................................................................42、销售前提.....................................................................62.1销售前提条件............................................................62.2各前提条件执行细节......................................................82.3其他重要建议...........................................................123、入市时机....................................................................133.1入市时机评估依据......................................................133.2项目入市时机...........................................................14第二章销售目标....................................................................151、销售总目标....................................................................152、销售周期......................................................................172.1项目销售周期设定原则.................................................172.2销售周期................................................................173、销售分阶段及阶段销售目标...................................................173.1接受咨询期（销售筹备期）.............................................193.2内部认购期.............................................................193.3开盘期..................................................................203.4强销期..................................................................203.5调整期..................................................................203.6二次强销期.............................................................213.7持销期..................................................................213.8尾盘期..................................................................214、工程进度与销售进度关系表...................................................225、销售价格目标..................................................................22第三章价格策略....................................................................231、总体价格策略...............................................................232、价格体系....................................................................232.1定价计算方式.............................................................242.2价差定价..................................................................243、价格走势策略...............................................................264、付款方式....................................................................275、销售控制....................................................................285.1销崆原则..................................................................285.2本项目销售控制策略...................................................29第四章分阶段推广策略..............................................................311、推广流程......................................................................312、各阶段推广销售策略...........................................................322.1市场预热期.............................................................322.2市场热销期.............................................................382.3尾盘销售期.............................................................43第五章广告策略....................................................................451、项目卖点及分析整合...........................................................451.1共性卖点................................................................451.2特色卖点................................................................451.3核心卖点\营销主题提炼。..............................................461.4主打广告语：发现美丽新贵生活.......................................462、媒体组合选择..................................................................462.1户外广告牌.............................................................462.2报纸....................................................................472.3电视....................................................................472.4车体....................................................................482.5夹报、邮政专递.........................................................482.6销售现场包装...........................................................492.7区域POP广告...........................................................493、广告的阶段性策略及阶段推广主题...............