上海景瑞荣御蓝湾项的目营销推广策略报告.doc

普罗旺斯生活缔造者 【景瑞·荣御蓝湾】 目 录 一、市场篇 1、宏观市场分析····························································3页 市场环境研究 宏观市场小结 2、区域市场分析···························································13页 供需情况分析 整体市场形势分析 未来竞争格局 区域市场小结 3、客户分析·······························································25页 客户梳理 客户分析 4、易居观点·······························································31页 二、营销策略篇 1、项目目标解读···························································32页 2、项目核心价值的建立·····················································34页 3、营销策略核心形成·······················································35页 4、营销策略原则···························································35页 5、市场营销策略···························································38页 6、营销推广战略核心·······················································39页 7、销售策略·······························································42页 8、推广时机及推售阶段划分·················································44页 9、推售阶段部署···························································45页 10、各阶段推广目的及主题、推广形式（如活动）、炒作配合等···················46页 11、其他促销策略··························································53页 12、媒体组合推广策略······················································57页 三、资源整合创新思路篇············································60页 四、附加价值提升举措···············································63页 五、竞争设想篇·······················································66页 六、结束语····························································70页 七、附件 附件一：媒体计划及费用预算················································71页 附件二：泛销售网络························································76页 第一部分 市场分析 一、宏观市场分析 2008年中国三季度GDP走势 目前中国经济下滑已成共识，08年第三季度GDP增长为9%，已经比前两季度下滑，而三季度7、8、9月的财政收入增幅分别为16.5％、10.1％、3.1％呈大幅下滑的趋势，昭示着经济的滑坡。在一些专家眼里，2008年第四季度或许是中国近些年经济的最低谷。这也是近期中央频频出台刺激政策的原因，而经济衰退的过程中，房地产是很难脱离经济的走势走出单边市场。 中国经济下滑金融风暴对全球经济影响较大，目前已有迹象会从金融市场蔓延到实体市场。对金融危机何时结束各方都不敢肯定，唯一能肯定的是全球的经济将放缓并可能陷入衰退中国经济无法独善其身。全国地产市场现状 房企资金极度紧缺。2007年全国房的土地款达10000亿元有分析报道认为国内房企的资金缺口将集中在今年下半