目录2前言......................................................................42.1本项目须解决的问题..................................................42.2解决方法............................................................43大连市房地产发展状况及特征分析............................................53.1大连市商业市场分析..................................................53.2大连市消费模式和特点................................................54项目周边已建成商场业种业态情况分析........................................74.1天伦商厦............................................................74.2天百大楼（天津百货大楼）............................................74.3国泰商业大厦........................................................84.4新世界百货..........................................................84.5巴黎之春购物中心....................................................94.6友谊商城............................................................94.7胜利广场...........................................................104.8大连商场...........................................................114.9秋林女店...........................................................114.10大商新玛特........................................................114.11百年城............................................................124.12迈凯乐............................................................134.13分析结论..........................................................145项目竞争对手分析.........................................................155.152号地(天和广场)...................................................155.253号地(天植商城)...................................................155.354号地(天海科技城)及55号地(天龙商城)..............................155.456号地(民生乐园)...................................................165.5修竹地块...........................................................165.652号地对面地块.....................................................165.7分析结论...........................................................176项目基本情况分析.........................................................196.1项目概况...........................................................196.2商业气氛分析.......................................................196.3结论分析:..........................................................197本项目竞争力分析.........................................................207.1项目优势分析.......................................................207.2不利因素分析.......................................................217.3项目竞争力研判.....................................................218项目定位.................................................................238.1项目档次定位：.....................................................238.2功能定位：.........................................................238.3目标买家及消费群：.................................................238.3.1针对的目标买家：............................................................................................................238.3.2主要消费目标客户：........................................................................................................248.4品牌定位...........................................................248.5广告定位...........................................................249推广时机.................................................................2510项目定价策略............................................................2610.1三号地（天植商城）价格策略........................................2610.1.1定价方法..........................................................................................................................2610.1.2楼层系数..........................................................................................................................2610.2项目成本分摊计算..................................................2610.3我们的定价策略和方法..............................................2710.3.1均价定位..........................................................................................................................2710.3.2具体操作：......................................................................................................................2710.3.3系数制定......................................................................................................