[键入文字]新城市广场·虹桥中心营销策划方案策略篇[键入文字]南京垠坤2006-7-9目录[第一章项目研、读与定位分析]………………………………………………………………………………………………………………………………………………31.1项目研读………………………………………………………………………………………………………………………………………………………………………41.1.1项目概述……………………………………………………………………………………………………………………………………………………………………41.1.2项目SWOT分析…………………………………………………………………………………………………………………………………………………………51.1.3项目研读小结……………………………………………………………………………………………………………………………………………………………81.2项目定位原则…………………………………………………………………………………………………………………………………………………………………91.3项目市场定位…………………………………………………………………………………………………………………………………………………………………101.4项目产品定位………………………………………………………………………………………………………………………………………………………………121.4.1商业部分的产品定位……………………………………………………………………………………………………………………………………………………121.4.2商业部分的业态定位……………………………………………………………………………………………………………………………………………………131.4.3写字楼部分的产品定位…………………………………………………………………………………………………………………………………………………151.4.4挑高小户型的产品定位…………………………………………………………………………………………………………………………………………………161.5项目客群定位………………………………………………………………………………………………………………………………………………………………171.5.1商业部门客群定位………………………………………………………………………………………………………………………………………………………171.5.2写字楼客群定位………………………………………………………………………………………………………………………………………………………181.5.3挑高小户型客群定位……………………………………………………………………………………………………………………………………………………181.6项目定位总结……………………………………………………………………………………………………………………………………………………………191.7产品优化建议………………………………………………………………………………………………………………………………………………………………201.7.1商业部分……………………………………………………………………………………………………………………………………………………………201.7.2写字楼部分………………………………………………………………………………………………………………………………………………………………201.7.3挑高小户型部分……………………………………………………………………………………………………………………………………………………231.7.4挑高小户型装修部分………………………………………………………………………………………………………………………………………………241.7.5样板房…………………………………………………………………………………………………………………………………………………………………25[第二章价值发现与概念设计]……………………………………………………………………………………………………………………………………………272.1项目价值发现………………………………………………………………………………………………………………………………………………………………282.2卖点提炼…………………………………………………………………………………………………………………………………………………………………302.3概念设计方案……………………………………………………………………………………………………………………………………………………………322.4项目LOGO设计及释意…………………………………………………………………………………………………………………………………………………342.5推广主题创意及视觉设计………………………………………………………………………………………………………………………………………………372.5.1理性系列…………………………………………………………………………………………………………………………………………………………………372.5.2缤纷系列…………………………………………………………………………………………………………………………………………………………………40[第三章营销策略与整合推广]………………………………………………………………………………………………………………………………………………453.1总精神………………………………………………………………………………………………………………………………………………………………………463.2营销策略……………………………………………………………………………………………………………………………………………………………………473.2.1基本思路…………………………………………………………………………………………………………………………………………………………………473.2.2具体准则………………………………………………………………………………………………………………………………………………………………503.2.3营销目标………………………………………………………………………………………………………………………………………………………………513.2.4营销策略………………………………………………………………………………………………………………………………………………………………523.3媒体组合策略…………………………………………………………………………………………………………………………………………………………543.3.1媒体渠道分析…………………………………………………………………………………………………………………………………………………………543.3.2媒体组合策略…………………………………………………………………………………………………………………………………………………………563.4SP活动的规划…………………………………………………………………………………………………………………………………………………………57[第四章销售规划与经济测算]………………………………………………………………………………………………………………………………………………594.1推盘节奏…………………………………………………………………………………………………………………………………………………………………604.2销售策略………………………………………………………………………………………………………………………………………………………………614.2.1商业（一层）销售策略………………………………………………………………………………………………………………………………………………614.2.2商业群楼赢利模式……………………………………………………………………………………………………………………………………………………624.2.3写字楼销售策略………………………………………………………………………………………………………………………………………………………634.2.4挑高小户型销售策略…………………………………………………………………………………………………………………………………………………644.3价格策略………………………………………………………………………………………………………………………………………………………………654.4开发进度计划…………………………………………………………………………………………………………………………………………………………664.5销售进度及资金回笼…………………………………………………………………………………………………………………………………………………674.6投资测算表……………………………………………………………………………………………………………………………………………………………694.7项目资金支出计划……………………………………………………………………………………………………………………………………………………71[第一章项目研、读与定位分析]1.1项目研读1.1.1项目概述■项目概况：本项目位于南京市鼓楼区中山北路281号，中山路与校门口道路交叉处（3503厂地块）。本项目东临中山北路，北靠校门口，生活服务配套丰富，交通便利。周边有较为密集的居住区，加之苏果超市的经营，已经形成了