绿城·蓝色钱江营销策划书目录第一部分：市场分析..........................................................................................................................................-3-1.1宏观经济环境与房地产市场分析...........................................................................................................-3-1.1.1宏观经济背景及房地产总体趋势...................................................................................................-3-1.1.2住宅市场特征及趋势判断...............................................................................................................-8-1.2房地产区域市场形势............................................................................................................................-10-1.2.1区域概括.........................................................................................................................................-10-1.2.2区域特征及发展格局对比..................................................................................................................161.3竞争环境分析..............................................................................................................................................171.3.1竞争形势分析......................................................................................................................................171.3.2竞争性案例分析.............................................................................................................................-21-第二部分：项目分析.............................................................................................................................................282.1项目概况.....................................................................................................................................................282.1.1项目概述..............................................................................................................................................282.1.2项目经济技术指标..............................................................................................................................282.1.3项目周边配套......................................................................................................................................282.3产品构成分析..............................................................................................................................................292.3.1产品构成..............................................................................................................................................292.3.2产品价值梳理......................................................................................................................................292.4项目定位......................................................................................................................................................432.4.1目标客户群定位..................................................................................................................................432.4.2市场形象定位......................................................................................................................................45第三部分：项目营销总策略.................................................................................
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