目录第一部分市场篇…………………………………………………………………………………………………7—27一、XX区域分析……………………………………………………………………………………………8—101.1XX未来规划定位……………………………………………………………………………………………………………………………91.2XX房地产发展的五大优势…………………………………………………………………………………………………………………10二、竞争个案分析……………………………………………………………………………………………11—21三、综述………………………………………………………………………………………………………22—27第二部分产品篇………………………………………………………………………………………………28—51一、项目各要素解析…………………………………………………………………………………………29—301.1基地状况概评…………………………………………………………………………………………………………………………………291.2区域环境………………………………………………………………………………………………………………………………………30二、产品综合评判……………………………………………………………………………………………31—362.1产品优势………………………………………………………………………………………………………………………………………312.2产品劣势………………………………………………………………………………………………………………………………………332.3市场机会点……………………………………………………………………………………………………………………………………342.4市场威胁点……………………………………………………………………………………………………………………………………352.5结论……………………………………………………………………………………………………………………………………………36三、四期和五期产品建议……………………………………………………………………………………37—453.1开发理念………………………………………………………………………………………………………………………………………373.2规划设计………………………………………………………………………………………………………………………………………383.3建筑设计………………………………………………………………………………………………………………………………………413.4环境设计………………………………………………………………………………………………………………………………………443.5公建配套设施…………………………………………………………………………………………………………………………………45四、营销现状分析……………………………………………………………………………………………46—514.1广告诉求过于单一化…………………………………………………………………………………………………………………………464.2推广的客户群过于狭小………………………………………………………………………………………………………………………474.3前期销售价格调整过快………………………………………………………………………………………………………………………484.4看房路线有待明确……………………………………………………………………………………………………………………………494.5售楼处需要重新设立、布置…………………………………………………………………………………………………………………504.6存在的内部销售问题需尽快解决……………………………………………………………………………………………………………51第三部分营销篇………………………………………………………………………………………………52—75一、背景导入………………………………………………………………………………………………………53二、营销策略构想……...
