爱地时代爱地时代地产顾问地产顾问安麒广场▪项目营销策划报告为了做得更好，我们提倡沟通、创作、效率。创作人员及评审委员会名单■主笔人员：李凯张磊单春香罗小凤■项目总监：汪羽■评审委员会人员：刘国良汪羽罗小凤李凯张磊单春香主笔人员签名：协助人员签名：项目总监签名：一级评审参加人员签名：一级评审时间：2004年9月23日二级评审参加人员签名：二级评审时间：目录前言...................................................................................................................6第一章..................................................................................................项目分析71、项目概况.....................................................................................................71.1项目基本经济技术指标........................................................71.2项目自身分析....................................................................................71.3户面比统计...........................................................................................81.4周边配套..................................................................................................82、项目SWOT分析.......................................................................................92.1优势(Strengh)分析及因素分解..........................................92.2劣势(Weakness)..................................................................................................112.3机会(Opportunity)...........................................................................................122.4威胁(Threat)..................................................................................................122.5项目核心价值....................................................................................13第二章项目定位....................................................................................141、关键词.........................................................................................................152、定位策略的把握.............................................................................162.1定位的基准原则.........................................................................162.2定位的逻辑结构.........................................................................173、核心问题的提出.............................................................................194、项目定位推导分析......................................................................204.1定位推导思路................................................................................204.2SWOT矩阵与CCTI交互分析....................................................274.3市场空白点与机会点分析.............................................285、项目定位（方案一）...............................................................305.1客户定位..............................................................................................305.2物业档次..............................................................................................335.3形象定位..................................................................................................355.4文化定位..................................................................................................385.5案名推介..............................................................................................426、产品核心竞争能力分析......................................