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1、普羅旺斯生活締造者【景瑞·榮御藍(lán)灣】-82-目錄一、市場篇1、宏觀市場分析····························································3頁?市場環(huán)境研究?宏觀市場小結(jié)2、區(qū)域市場分析···························································13頁?供需情況分析?整體市場形勢分析?未來競爭格局?區(qū)域市場小結(jié)3、客戶分析··············································
2、·················25頁?客戶梳理?客戶分析4、易居觀點(diǎn)·······························································31頁二、營銷策略篇1、-82-項(xiàng)目目標(biāo)解讀···························································32頁2、項(xiàng)目核心價值的建立·····················································34頁3、營銷策略核心形成·····
3、··················································35頁4、營銷策略原則···························································35頁5、市場營銷策略···························································38頁6、營銷推廣戰(zhàn)略核心·······················································39頁7、銷售
4、策略·······························································42頁8、推廣時機(jī)及推售階段劃分·················································44頁9、推售階段部署···························································45頁10、各階段推廣目的及主題、推廣形式（如活動）、炒作配合等···················46頁11、其他促銷策略-8
5、2-··························································53頁12、媒體組合推廣策略······················································57頁三、資源整合創(chuàng)新思路篇············································60頁四、附加價值提升舉措···············································63頁五、競爭設(shè)想篇·········
6、··············································66頁六、結(jié)束語····························································70頁七、附件附件一：媒體計(jì)劃及費(fèi)用預(yù)算················································71頁附件二：泛銷售網(wǎng)絡(luò)························································76頁-82--82-第一部分
7、市場分析一、宏觀市場分析1、2008年中國三季度GDP走勢目前中國經(jīng)濟(jì)下滑已成共識，08年第三季度GDP增長為9%，已經(jīng)比前兩季度下滑，而三季度7、8、9月的財(cái)政收入增幅分別為16.5％、10.1％、3.1％呈大幅下滑的趨勢，昭示著經(jīng)濟(jì)的滑坡。在一些專家眼里，2008年第四季度或許是中國近些年經(jīng)濟(jì)的最低谷。這也是近期中央頻頻出臺刺激政策的原因，而經(jīng)濟(jì)衰退的過程中，房地產(chǎn)是很難脫離經(jīng)濟(jì)的走勢走出單邊市場。2、中國經(jīng)濟(jì)下滑簡析 ?。?）目前經(jīng)濟(jì)面臨的困境，是因?yàn)槔瓌咏?jīng)濟(jì)增長的三架馬車“出口、投資和消費(fèi)”都面臨著很大的問題，概括為
8、“出口萎縮、消費(fèi)不振、投資面臨產(chǎn)能過?！?。（2）金融風(fēng)暴對全球經(jīng)濟(jì)影響較大，目前已有跡象會從金融市場蔓延到實(shí)體市場。對金融危機(jī)何時結(jié)束各方都不敢肯定，唯一能肯定的是全球的經(jīng)濟(jì)將放緩并可能陷入衰退，中國經(jīng)濟(jì)無法獨(dú)善其身。-82-全國地產(chǎn)市場現(xiàn)狀房企資金極度緊缺。2007年全國房的土地款達(dá)10
