《（营销策划）沈阳万科四季花城全程营销策划》由会员分享，可在线阅读，更多相关《（营销策划）沈阳万科四季花城全程营销策划（50页珍藏版）》请在金锄头文库上搜索。
1、目录 摘要3Abstract4第一章 项目概况6一、宗地四至状况6二、区域交通状况6三、目周边环境状况7第二章 营销期商品住宅市场分析9一、商品住宅市场总体状况9二、市场细分9第三章 目标市场定位13一、产品定位策略13二、市场定位模式14三、市场定位依据15五、产品定位17第四章 项目竞争力分析20一、项目所在区域综合分析20二、项目所在区域发展分析20三、项目所在区域商品住宅市场分析21四、项目档次界定22第五章 整合推广策略26一、整合推广策略组成26二、市场推广策略28三、包装创意策略：30第六章 销售计划32一、传播任务32二、传播对象定位32三、诉求重点33四、媒介策略34五、执行
2、计划37六、费用预估41七、传播评估指标41附录42CS strategy and marketing are studied42CS战略与营销学51参考文献57摘要本文以“沈阳万科四季花城”为例，介绍了该项目房地产开发流程中的营销推广环节。本文以整合营销理论为依据，通过收集大量的市场信息与消费者信息并进行科学的整理分析，以确定项目的市场定位。参照竞争项目的销售状况与策略，制定了系统的中长期营销推广策略。首先，本文对项目营销期内的宏观经济状况进行了简要的描述与分析，并较详细的研究了项目所在地区板块的市场情况。分属于同一细分市场的消费者，他们的需要和欲望极为相似；分属于不同细分市场的消费者对同一
3、产品的需要和欲望存在着明显的差别。住宅作为产品具有地域性的特点，它只能满足某个特定区域客户的需求，房地产开发企业在特定的区域通过研究市场、将市场进行细分，向有购买力的目标市场提供满足其需要的产品。进而，通过对市场上已有项目的了解与研究并结合项目自身的区位、建筑形式、开发规模等因素，将项目进行了准确的定位，把中高档市场作为营销推广工作的主要针对方向。经过大量的问卷调查、统计分析，又鉴于项目本身具有的园区环境、社区配套上的优势及考虑到项目区位距市中心较远的客观因素，决定将项目目标客户锁定在中青年龄段的白领阶层。要把产品留在顾客心目中的位置和印象。是指针对一个或几个目标市场的需求并结合企业所具有、正
4、在追求的差异化优势，在目标客户群体的心目中占有特定位置的过程。也就是将产品置于某个特定的细分市场中，针对目标客源，设计规划出符合消费者需来的产品。在推广策略上采用大盘营销的理念，确定用尽可能丰富的宣传方式与渠道发布营销信息，高度强调了销售手段具体性和可执行性。关键词：市场细分 市场定位 整合营销 推广策略 AbstractThis text takes Wanke flower city in four seasons of Shenyang as an example, has recommended the marketing in this procedure of developmen
5、t of real estate of project to popularize the link . This text takes combines the marketing theory as a basis, through collecting a large number of market information and consumers information and carrying on scientific arrangement analysis, in order to confirm the market orientation of the project.
6、 Consult the condition of sales and tactics of the competition project, popularize the tactics in medium and long-term marketing of making system. First of all, this text has carried on brief description and analysis to the macroscopical economic situation in project marketing period, and the market
7、 situation of more detailed plate of research project location . Assign to and belong to the same consumer who subdivide the market, their needs and desires are extremely similar; The obvious difference exists to the needs and desires of the same product to assign to and belong to different consumer
8、s who subdivide the market. The house has regional characteristics as the products, it can only meet some specific regional customers demands , enterprises of development of real estate are through studying the market, subdividing the market in the specific area, offer and meet the products of its n
9、eed to the goal market with purchasing power. And then, through having the factors , such as understanding , the positions of research and combination project oneself , building form that have already had the project , developing the scale ,etc. to the market, carry on the project the accurate local
10、ization , popularize as marketing the directing against the direction mainly of work on the medium-to-high grade market. Through the a large amount of questionnaire investigation , statistical analysis, seeing that the advantage on that garden environment , community that there is the project itself
11、 form a complete set and considering the objective factor farther from the city center in the project position again, it determine it is project it lock goal customer in in the white collar of age bracket more. Want the position and impression where a product stays in customers mind . It is a indica
12、tor, to the demand and combining the difference advantage had , pursued of enterprises of one or several goal markets, course occupying specific position in the mind of customers colony of the goal. That is to say that puts the products in some piece of specific subdividing the market, to the goal t
13、raveller, design and plan to accord with the products that consumers needed. Idea of adopting deep bid marketing in popularizing the tactics, confirm that releases marketing information in propaganda way and channel as abundant as possible, have highly put emphasis on selling the means concretly and
14、 executably. Keyword: Market segments Market orientation Combine marketing Popularize the tactics 第一章 项目概况一、宗地四至状况东：宗地东侧为怒江北街，与教师公寓为邻。南：宗地南侧为小规模防护林景观和皇姑热电厂。热电厂有一定的污染和景观影响。西：西侧为沈阳六零六研究所。有一定的噪音影响，但对居民生活日常生活影响不大。北：宗地北面为阳光加州的项目储地。二、区域交通状况皇姑区中心区到达本项目主要有三条交通线路：崇山路淮河街西江街地块西侧崇山路怒江街地块东侧黄河大街或长江街大二环西江街地块西侧从目前地
15、块周边的交通道路、城市形象上来看，大二环是该地区人流量最大的道路。崇山路是距离地块最近的一环路，项目周边，连接这两条主要道路形象最好，交通最方便的道路是西江街。西江街即将开通三条公交线，未来公交总站也有可能设置在项目南侧。长期来看，怒江街连通阳光加州、上林夏梦、五彩园、宏田翠园、教师公寓及本案几大商品住宅，有巨大的消费群体做支撑。向南连通市中心也较西江街更为紧密。长远来看，怒江街的商业价值要高于西江街。三、目周边环境状况总体来看，项目周边直接视觉上的景观资源十分有限。宗地南侧的小规模防护林是项目最大的景观优势，但目前看该景观优势较弱。建议与有关部门协商，对树林进行绿化整理，使之成为有价值的土地资源。经过宗地东南部的明渠以及高压线下的绿化带，是宗地内可利用的第二个景观资源，也需要投入精力进行修整。明渠两侧土地可利用该景观资源。而宗地内部的巨型取土坑面积较大，在规划设计中可考虑利用建成景观。如阳光加州的别墅区全部建完入住，理论上讲，两项目交接的北侧沿线的东段（阳光加州西段有可能为小高层住宅）应可视之为景观
