XX国际商贸城营销策划报告YONGFENGMARKETINGPLANNINGREPORTXX房地产顾问有限公司二零一零年十二月编撰目录第一章营销推广战略层面分析…………………………………………………………………………………………………………………………3一、营销战役怎么打?…………………………………………………………………………………………………………………………3二、营销战役如何设计?………………………………………………………………………………………………………………………5三、营销战役如何实施?………………………………………………………………………………………………………………………6四、如何实现会战?……………………………………………………………………………………………………………………………7第二章房地产市场状况调研报告(链接)………………………………………………………………………………………………………8一、投资开发情况………………………………………………………………………………………………………………………………8二、供应和需求情况……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………8三、小结………………………………………………………………………………………………………………………………………8第三章营销推广策略……………………………………………………………………………………………………………………………………8一、营销推广针对的目标客户群………………………………………………………………………………………………………………9二、营销推广目标………………………………………………………………………………………………………………………………10三、营销推广思路………………………………………………………………………………………………………………………………11四、营销推广案名及主题定位…………………………………………………………………………………………………………………12五、营销概念设计………………………………………………………………………………………………………………………………14第四章价格定位及策略…………………………………………………………………………………………………………………………………16一、商铺整体的平均价格定位…………………………………………………………………………………………………………………16二、价格策略……………………………………………………………………………………………………………………………………16第五章入市时机………………………………………………………………………………………………………………………………………16一、入市原则………………………………………………………………………………………………………………………………………16二、入市分析………………………………………………………………………………………………………………………………………17第六章营销推广流程…………………………………………………………………………………………………………………………………18一、推广节奏…………………………………………………………………………………………………………………………………18第七章广告策略……………………………………………………………………………………………………………………………………21一、广告策略分析……………………………………………………………………………………………………………………………21二、广告核心定位……………………………………………………………………………………………………………………………25三、广告操作策略……………………………………………………………………………………………………………………………26四、广告阶段执行策略………………………………………………………………………………………………………………………26第八章媒介策略………………………………………………………………………………………………………………………………………29一、媒体考良…………………………………………………………………………………………………………………………………29二、媒体组合…………………………………………………………………………………………………………………………………30三、媒体策略…………………………………………
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