华亿盛世广场项目营销推广总案116p.docx

华亿盛世广场项目营销推广总案116p.docx

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华亿盛世广场项目营销推广总案116p

华亿·盛世广场

营销推广总案

前沿··································································1

城市篇································································2

一、地理位置····························································3

二、行政区域····························································3

三、交通状况····························································3

四、城市规划····························································4

五、人口状况····························································5

六、经济状况····························································5

七、未来发展····························································6

八、总结分析····························································7

市场篇································································8

一、房地产市场··························································9

二、土地情况····························································9

1、土地出让明细······················································10

1.12010年出让土地明细···············································10

1.22011年土地出让明细···············································11

1.32012年土地出让明细···············································12

2、土地量统计························································16

3、土地出让区域······················································17

4、土地出让用途······················································18

5、城区出让两块土地分析··············································19

6、小结分析··························································20

三、住宅房地产··························································21

1、个案展示···························································22

1.1泓源国际城·························································22

1.2巴赛罗纳···························································23

1.3盛世黔城···························································24

1.4金都时代广场·······················································25

2、项目分析···························································26

2.1市场在售基本情况···················································26

2.2个案分析···························································26

2.3住宅体量分析·······················································29

2.4住宅价格分析·······················································29

2.5住宅去化量分析·····················································29

2.6小结分析···························································30

四、商业发展··························································31

1、商业发展不集中，业态分布混乱······································31

2、商圈分布··························································32

3、商圈等级··························································33

4、商业房地产························································34

5、商圈分析··························································34

1、行政中心························································34

1.2、行政中心业态··················································34

1.3、街道租金水平····················································35

1.4、商圈总结························································35

2、大十字商圈························································36

2.1、大十字商圈业态··················································36

2.2、街道租金水平····················································37

2.3、商圈总结························································37

3、小十字商圈·······················································37

3.1小十字商圈业态···················································38

3.2街道租金水平·····················································38

3.3、商圈总结························································38

4、小结分析·························································39

五、房地产政策······················································40

1.小结分析··························································41

六、总结分析························································42

项目篇···························································43

一、项目介绍························································44

1.项目位置························································45

2.交通状况························································45

3.周边情况························································45

4.项目经济指标····················································46

5.建筑形态························································47

6。

项目销售情况··················································47

7.项目特点························································47

8.项目问题·························································49

8.项目难点·························································50

10.解决办法·······················································51

定位篇·····························································52

一、项目swot分析····················································53

（一）SWOT--S·························································53

1.1政府规划优势····················································53

1.2交通优势························································53

1.3地块开发························································53

1.4区域配套························································53

1.5项目规模························································53

1.6产品优势························································53

（二）SWOT—W·······················································53

2.1企业认知度不高··················································53

2.2区域商圈························································53

2.3项目商业形象····················································54

2.4项目形象展示····················································54

（三）SWOT—O·····················································54

3.1项目唯一性······················································54

3.2区域市场························································54

3.3商业潜力························································54

（四）SWOT—T····················································55

4.1区域影响·······················································55

4.2区域竞争·······················································55

4.3商业发展·······················································55

4.4一期影响·······················································55

4.5政府政策·······················································55

二、前期问题梳理····················································56

三、应对措施························································56

1、形象问题·······················································56

2、商业形象问题···················································57

3、前期负面影响···················································59

4、市场问题·······················································59

5、推广问题·······················································60

6、小结分析·······················································60

四、营销必要条件····················································61

五、卖点梳理························································62

六、项目定位························································63

1、总体定位·······················································63

2、功能定位·······················································63

3、档次定位·······················································64

4、业态定位·······················································65

5、客户定位·······················································66

七、案名建议························································68

营销篇····························································70

一、营销遵循原则····················································71

二、导向性原则······················································71

三、营销思路························································72

四、营销方向························································72

1、商业营销方向····················································72

2、住宅营销方向····················································73

五、商业营销策略····················································73

1、商业营销思路····················································73

2、商业营销轴线····················································78

3、营销说明························································79

4、营销周期························································79

六、住宅营销策略·····················································81

1、住宅营销思路·····················································81

2、住宅营销轴线·····················································81

3、住宅营销策略·····················································83

4、营销周期·························································86

5、营销阶段及划分···················································87

6、营销条件说明·····················································88

7、营销价格分析·····················································89

推广篇·····························································93

一、推广思路·························································94

二、推广轴线··························································97

三、推广计划··························································99

1、第一阶段商业推广策略·············································99

2、第二阶段住宅推广策略·············································102

3、推广媒体组合·····················································103

4、推广渠道·························································106

5、推广费用核算·····················································107

6、推广费用明细·····················································108

四、媒体投放安排······················································109

五、计划安排··························································110

附件一：

年度目标说明··················································111

前言

首先感谢华亿公司各位领导有时间详细阅读此次我司提出的营销方案

华亿·盛世广场作为贵定大型的商业项目，我司入场团队对贵定市场进行专业性市场调查，因为每个项目的业态、规划都必须结合其所在地区的现状，所以必须要深入市场中，了解市场，针对区域市场进行细致摸底，从而对项目进行全面改造、全新定位。

而能更好的对本项目进行准确的业态定位。

摸清楚市场供求关系，为项目持续性销售打下良好基础。

本次项目整体营销总案主要针对项目二期中庭广场商业物业与项目北区物业提供一个科学合理的操作思路、指导营销推广工作的顺开展。

城市篇

一、地理位置

贵定县地理位置优越，具有连接周边重要城市的经济动脉。

贵定县位于云贵高原东部、贵州省中部贵定县东邻麻江县，东北与福毗连，东南连都匀，南与平塘接壤，西南紧靠惠水县，西北与龙里县相挨，北面与开阳县隔河相望。

距省会贵阳市60公