中海·凯旋门营销策划报告目录第一章市场部分..........................................................5一、南京市房地产市场整体情况分析.........................................51、2007年上半年南京房地产市场发展宏观分析................................52、2007年下半年南京楼市展望..............................................6二、竞争市场分析.........................................................61、酒店式公寓.............................................................61.1目前南京市酒店式公寓市场竞争环境分析.............................................................................61.2竞争对手分析.............................................................................................................................71.3城中板块未来酒店式公寓预计供应量统计.............................................................................92、住宅...................................................................92.1目前南京市城中别墅及大户型住宅竞争环境分析.................................................................92.2竞争对手分析.............................................................................................................................92.3城中板块未来大户型住宅及别墅项目预计供应量统计.......................................................103、公寓式办公............................................................104、商业..................................................................11第二章项目概况与定位...................................................11一、项目总体概况........................................................111、项目概述：............................................................112、主要经济技术指标：....................................................133、项目物业构成：........................................................134、工程发展计划：........................................................145、销售目标：............................................................16二、项目SWOT分析及营销启示.............................................171、项目及各物业SWOT分析.................................................171.1项目SWOT分析.......................................................................................................................171.2各物业SWOT分析...................................................................................................................181.2.1住宅SWOT分析.............................................................................................................................181.2.2别墅物业SWOT分析......................................................................................................................191.2.3商业物业SWOT分析......................................................................................................................201.2.4公寓式办公SWOT分析..................................................................................................................222、SWOT分析对营销工作的指导.............................................222.1优势彰显...................................................................................................................................222.2劣势弱化...................................................................................................................................232.3机会把握...................................................................................................................................232.4威胁回避...................................................................................................................................23三、项目定位策略........................................................241、项目市场定位..........................................................242、项目发展理念定位......................................................258.1品牌价值：...............................................................................................................................258.2区域价值：...............................................................................................................................258.3交通体系：...............................................................................................................................258.4区域配套：....................................................................................................................