谨呈：南阳中实骏景房地产开发有限公司武汉致业房地产营销策划有限公司中国地质大学房地产工作室2008年8月中实骏景·时尚广场整合推广案致业·地产序言................................................................3第一章推广背景.....................................................41.1项目总结分析....................................................................................................................41.1.1项目整体回顾..........................................................................................................41.1.2项目亮点荟萃..........................................................................................................61.1.3项目前景展望..........................................................................................................71.2目标人群分析....................................................................................................................71.2.1投资者......................................................................................................................71.2.2经营者.....................................................................................................................91.2.3消费者....................................................................................................................10第二章推广阶段与主题..............................................122.1案名及主体概念推广......................................................................................................122.1.1概念内涵................................................................................................................132.1.2概念支撑................................................................................................................132.2推广阶段与推广主题......................................................................................................142.2.1项目导入期、认筹期主题....................................................................................142.2.2项目开盘期主题....................................................................................................152.2.3项目招商期主题....................................................................................................162.2.4项目开业主题........................................................................................................162.3推广主题的配合..............................................................................................................172.3.1售楼部天桥广告牌主题........................................................................................172.3.2财富论坛主题........................................................................................................182.3.3报纸软文系列主题................................................................................................192.4推广主题的使用原则......................................................................................................192.4.1强势推广原则........................................................................................................192.4.2组合使用原则........................................................................................................19第三章推广策略....................................................203.1项目进度.................................................
