关于“湖山·城市花园”项目的全程营销策划执行案　目录题引·············································5第一部分市场部分····························7第一节较宏观角度的城市政经背景分析················7城市简况····································7国家宏观政策································12第二节较中观角度的绵阳房地产市场分析··············16绵阳房地产总体运行情况······················16绵阳市房地产市场需求预测····················22第三节较微观角度的项目周遍当前类比项目的情况······24（一）供给方面···································24（二）需求方面···································26（三）消费群体···································26（四）推广方面···································26（五）小结·······································28市场环境认知小结································30第二部分项目分析····························31第一节项目立地条件分析····························31第二节项目的比较市场机会分析······················33一、比较市场基础分析····························33二、项目的价格比较竞争机会分析··················43第三部分定位部分····························46第一节定位目标····································47一、市场目标····································47二、竞争目标····································47第二节项目市场的营销整合定位······················48一、竞争角色定位································48二、项目的市场定位······························48三、目标市场确立································48四、目标客户群体锁定····························49第三节本项目的价格分析····························50一、价格目标····································50二、定价策略····································51三、定价方式····································51四、项目的市场价格判断··························52五、本项目的入市价格建议························53第四节本项目的广告推广定位························54一、主题形象定位································54二、广告风格定位································55三、诉求重点提引································56第五节项目的功能定位······························56一、项目功能界定································56二、产品规划····································57（一）总体规划构想···························57（二）项目的产品链构建模型（初步）············61（三）户型创新·······························62（四）项目的配置构建·························64（五）初步的命名建议·························65第四部分项目执行部分························66一、项目的销售计划································66二、销售策略······································67◎策略主线······································67◎产品策略······································68◎价格策略······································70◎促销策略······································71◎控制策略······································72◎阶段划分······································75◎分阶段执行····································75第五部分项目的经效评估及财务分析···········84一、本项目总体开发模式的确立······················84（一）开发模式··································84（二）时间进度表································84二、项目的经效分析（静态、动态）···················85三、项目资本融资战略确立·························90四、项目资本运营的敏感性分析·····················91（一）盈亏平衡分析·····························91（二）风险规避与控制···························91　题引受绵阳市豪信实业有限责任公司“湖山·城市花园”（暂名）项目的全程营销策划、销售代理邀标，我司特针对竟标中的相关要求进行提案。本提案是我司就“湖山·城市花园”（暂名）项目的投标书附件一注：消费者问卷调研分析另案—附件二◆本次提案的目标任务按竟标内容要求中涉及到的对宏观市场、中观市场、区域市场进行分析，为本项目地块寻找准确的市场开发方向、细分市场机会、利益点、及项目地块初步的定位方向和项目的相关销售策略、推广思路等。◆提案性质市场研究类、项目的全程营销策略类：关键词——机会、思路、策略（提案主旨）◆提案前注由于市场研究提案所涉及的内容和范围比较宽域和庞杂，同时受创作时间、发展商互动资源条件限制等，本提案重点将放在以“思路”、“策略”为平台的创作主线上，对较具细的战术执行层面等依据主线需要作提示点鉴引。◆提案要议·项目的宏观、中观、微观市场环境分析。·项目地块分析与定位分析。·项目的营销计划、策略支援。·项目的整合营销执行思路、控制手段。◆提案依据·宏观、中观市场信息，资源的收集、整理、分析与推导。·项目微观区域市场的实地调研、信息采集，数据整理与比较分析。·项目地缘条件解构。·针对项目的消费者问卷调研（另案）。·项目的定位解析。·项目的价值挖掘。·项目的销售与推广策略。◆资料来源绵阳市统计局（网）、绵阳市房地产信息中心（网）、实地调研数据、公司行业资源以及甲方提供的相关资料及信息。◆提案初论“湖山·城市花园”（暂名）项目可以在当前市场背景下，面对区域市场复杂的博弈环境，做到去化或弱化劣势，通过比较竞争实现同期开发收益最大化。以下为正文——第一部分市场部分第一节较宏观角度的城市政经背景分析【城市简况】一、绵阳城市概况（一）地理位置绵阳位于四川盆地西北部，距成都市98千米。城市位置东经105012—105042ˊ，北纬30053—31030ˊ。绵阳东接盐亭，南连成都、西邻德阳，北抵广元。幅员面积20249平方公里。其中：绵阳城区50平方公里、人口60万人。（二）人口状况全市共有人口５２9万，其中农业人口408万人，非农业人口120万人。（三）行政体制绵阳市行政区辖涪城区、游仙区、绵阳（国家）高新技术产业开发区和三台县、安县、梓潼县、盐亭县、平武县、北川县，代管江油市、省政府科学城办事处。（四）气候特征绵阳气候属亚热带湿润季风气候区，年平均气温17.60C，无霜期290天，年平均降水量825mm，历年平均日照数1353.9小时，大气相对湿度平均73%，气候温和，四季分明，雨量较少，且降雨集中，间杂风灾水患。（五）经济特征电子工业是绵阳的支柱产业，在各种经济形式中，具有代表性的绵阳企业及品牌有：长虹彩电、长城特钢、九州宽网、湖山音响、华丰电器、双马水泥、久远电梯、丰谷酒业、太极药业、华润啤酒、贵族卷烟、梅林罐头、双汇食品、东方绝缘材料、新华内燃机、西普芥酸、铁骑饲料等，是四川重要的粮、油、猪基地。境内有独立科研院、所43家，博士后流动工作站5个，民营科技实体近300个。在18个重要国防科研单位和数十个高科技企业中，既有“国宝”——中国工程物理研究院，还有中国空气动