马奈草地项目定位策划及操作建议世博地产营销策划部2006.1.22前言..................................................................................................................................................31.0项目定位及产品策划.................................................................................................................41.1定位基础.............................................................................................................................41.1.1自身条件分析.........................................................................................................41.1.2市场定位基础.........................................................................................................41.2定位依据.............................................................................................................................51.2.1消费者需求.............................................................................................................51.2.2区域商业设施供应现状.........................................................................................61.3项目定位.............................................................................................................................71.3.1整体开发指导思想.................................................................................................71.3.2开发类型定位.........................................................................................................71.3.3经营理念定位.........................................................................................................81.3.4经营档次定位.........................................................................................................91.3.5主题定位...............................................................................................................101.3.5商业组合...............................................................................................................111.3.6商业面积构成.......................................................................................................121.4发展目标...........................................................................................................................151.5商业组合阐述...................................................................................................................151.5.1商业组合原则........................................................................................................151.5.2品牌组合................................................................................................................161.6产品优势...........................................................................................................................161.7目标市场分析...................................................................................................................171.7.1目标消费市场分析................................................................................................17紧密层客户群.................................................................................................................18外围辐射客户群.............................................................................................................191.8目标经营商家分析.......................................................
