北京某城市花園營銷策劃書(doc 44頁)

北京某城市花園營銷策劃書目錄：
1.XX城市花園項目簡介.......................3
1.1.XX集團簡介.......................3
1.1.1.XX集團.......................3
1.1.2.北京XX.......................6
1.1.3.北京XX物業.......................6
1.2.北京XX城市花園.......................7
1.2.1.市場定位.......................7
1.2.2.開發過程.......................7
1.2.3.價格策略.......................8
1.2.4.宣傳方式.......................8
1.2.5.前期總結.......................8
2.百合園、雲楓閣銷售企劃.......................10
2.1.市場二次定位.......................10
2.1.1.客戶群特征分析.......................10
2.1.2.競爭對手分析.......................15
2.2.產品設計.......................19
2.2.1.設計思想.......................19
2.2.2.戶型介紹.......................19
2.2.3.產品數量.......................21
2.3.銷售計劃.......................23
2.3.1.公司利潤與回款要求.......................23
2.3.2.工程施工進度計劃.......................23
2.3.3.銷售計劃.......................24
2.3.4.開盤準備.......................25
2.3.5.銷售進度安排.......................26
2.4.價格策略.......................28
2.4.1.影響定價的因素.......................28
2.4.2.價格策略.......................28
2.4.3.滯銷對策.......................29
2.5.銷售控製.......................31
2.5.1.價格控製.......................31
2.5.2.整體樓盤.......................31
2.6.促銷方案.......................31
2.6.1.目標客戶群特征（以丹桂園成交客戶作參考）.......................31
2.6.2.訴求點.......................32
2.6.3.交通潛力.......................33
2.6.4.各銷售階段訴求點.......................33
2.6.5.產品包裝.......................34
2.6.6.銷售渠道.......................35
2.6.7.主要宣傳方式.......................35
2.6.8.年度宣傳計劃.......................39
2.7.銷售管理.......................45
2.7.1.營銷.......................45
2.7.2.前台銷售.......................45

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