某地产项目营销策划方案(doc 62页)

第一部分 市场分析
1、宏观经济发展分析                                        2P
2、武汉房地产市场分析                                      4P
3、沌口片区房地产市场分析                                  5P
4、宏观市场分析总结                                        6P
5、区域楼盘调研分析                                        7P
6、直接竞争楼盘对比分析                                   18P
7、区域内其他重要项目调研                                 19P
第二部分 项目分析
1、项目分析                                               21P
2、周边环境                                               22P
3、项目产品分析                                           22P
4、项目SWOT分析                                          27P
5、项目针对性策略建议                                     29P
第三部分 项目定位
1、目标客户定位                                           31P
2、项目形象定位                                           33P
3、项目企业品牌推广主题定位                               35P
4、价格定位分析                                           36P
第四部分 销售策略
1、项目营销模式                                           38P
2、项目营销总纲                                           40P
3、项目各阶段营销策略                                      41P
4、促销策略                                                42P
5、项目工程节点建议                                        43P
第五部分 推广策略
1、推广总策略                                              44P
2、项目分阶段推广策略                                      44P
3、宣传推广主要渠道                                        45P
4、目标客户针对性推广                                      46P
5、项目包装策略                                            46P
6、宣传推广预算                                            49P
第六部分  现场销售执行方案
1、销售管理构架                                            51P
2、岗位职责                                                51P
3、工作制度                                                53P
4、礼仪规范                                                55P
5、电话接听准则                                            56P
6、客户接待准则                                            57P
7、客户登记制度                                            57P
8、销售接待流程                                            58P
9、业绩判定及考核                                          60P
10、优秀员工奖与销售冠军奖                                 62P
11、激励机制                                               62P
 

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