重庆义乌小商品城营销定位招商策划方案.doc

该【重庆义乌小商品城营销定位招商策划方案 】是由【老狐狸】上传分享，文档一共【69】页，该文档可以免费在线阅读，需要了解更多关于【重庆义乌小商品城营销定位招商策划方案 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。目录:第一部分:市场研究篇:第一节/重庆地产宏观分析一、重庆经济发展状况二、政策环境状况三、基础设施发展状况四、商业地产发展状况第二节/渝中区商业地产市场分析一、供给分析(一)渝中区商业态势分析1、渝中区商圈格局2、渝中区商圈特征(二)朝天门市场态势分析1、朝天门市场的商业格局2、朝天门市场的商业特征第三节/项目分析一、项目基本技术指标二、项目STOW分析(一)项目优势分析(二)项目劣势分析theirownconditionstodevelopthecorrectroad,themaximumtoavoidinvestmentrisk,gainprofit.(three),awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,,carefulplanning,packagingandpublicityofanumberofunique,marketinfluenceandcoverageofthebrand,theimplementationofkeybreakthroughs,petitivestrength,petitionofalienationandcharacteristics,thepursuitofstabilityanddevelopmentofthemarket.(four),effectiveintegrationofresourceswithinthegroup,thecityresources,otherindustriesandregionalresources,mutualtrust,mutualbenefit,seekingwin-winprinciple,intheframeworkofnationalpoliciesandregulations,strictinspectionandargumentation,legalconsultation,examinationandapprovalprocedures,strictregulationofeconomicactivities,attractinjectionthesocialinvestmenttotheindustrygroup,toachieveleveragingthedevelopment,ensurethatthevalueofstate-ownedassets.(five),firmlyestablishtheconceptofthemarket,petition,thesenseofurgency,petition,,accordingtotheneedofindustrialdevelopment,vigorouslytheintroductionofhigh-qualitymanagementmanagementpersonnel,andstrivetobuildahigh-qualityprofessionalmanagementteam,hardwork,andpromotetheentireworkforceknowledgestructure,agestructure,structureoptimizationandupgradingability,petitiveness,petition.(six),especiallythepolicyofindustrialdevelopment,financialinvestmentpolicy,financialpolicyandtaxpolicy,andactivelyseekpolicy,projectsandfunds,enterpriseandindustrygroupmissiontopromoteleapfrogdevelopment.(三)项目机会点分析(四)项目威胁点分析三、竞争对手分析(一)圣名国际服装城(二)海客瀛洲(三)大正商场(五)港渝广场(六)恒滨商厦第二部分:项目定位篇一、目标经营主体定位二、业种定位三、项目产品定位(一)产品设计规划(二)环境规划(三)空间配比规划四、名称定位五、主题定位六、广告传播定位七、价格定位qualitymanagementmanagementpersonnel,andstrivetobuildahigh-igorouslytheintroductionofhighetition,,accordingtotheneedofindustrialdevelopment,pet,petition,thesenseofurgency,improvetheabilitytorespondtomarkemanagementofeducationandtrainingofcadresandworkersoftheexistingbusiness,firmlyestablishtheconceptofthemarkownedassets.(five)-evelopment,ensurethatthevalueofstateregulationofeconomicactivities,attractinjectionthesocialinvestmenttotheindustrygroup,toachieveleveragingthed,examinationandapprovalprocedures,strictwinprinciple,intheframeworkofnationalpoliciesandregulations,strictinspectionandargumentation,legalconsultation-,otherindustriesandregionalresources,mutualtrust,mutualbenefit,,effectiveintegrationofresourceswithinthegroup,petitionofalienationandcharacteristics,thepursuitofstabilityanddevelopmentofthemarket.(four)topromotetheidtheandcoverageofthebrand,theimplementationofkeybreakthroughs,petitivestrength,,carefulplanning,packagingandpublicityofanumberofunique,,awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,enhancetheirownconditionstodevelopthecorrectroad,themaximumtoavoidinvestmentrisk,gainprofit.(three)vigorouslypromotet2dfunds,,financialinvestmentpolicy,financialpolicyandtaxpolicy,andactivelyseekpolicy,projeusresearchaboutsocialsupportthedevelopmentofculturalundertakingsinthecountryandtheXXpolicy,especiallythepoSeriogability,petitiveness,petition.(six),hardwork,andpromotetheentireworkforceknowledgestructure,agestructure,structureoptimizationandupgradinqualityprofessionalmanagem-第三部分:营销策略篇一、整体营销策略思考二、项目招商策略(一)招商原则(二)招商策略分解第四部分:项目广告推广建议一、项目品牌策略建议二、项目推广策略建议三、广告推广攻略四、项目卖点提炼五、推广执行构想六、事件营销攻略七、媒体整合建议第五部分:市场运作篇一、招商运作大纲二、商业物业运作思路-,accordingtotheneedofindustrialdevelopment,petition,thesenseofurgency,petition,improvemanagementandoapofcadresandworkersoftheexistingbusiness,firmlyestablishtheconceptofthemarket,enhancethesenseofcrisistoadownedassets.(five)-ateofst,attractinjectionthesocialinvestmenttotheindustrygroup,toachieveleveragingthedevelopment,ensurethatthevaluespectionandargumentation,legalconsultation,examinationandapprovalprocedures,strictregulationofeconomicactivitieswinprinciple,intheframeworkofnationalpoliciesandregulations,strictin-esources,mutualtrust,mutualbenefit,seekingwinadentheirhorizons,effectiveintegrationofresourceswithinthegroup,thecityresources,otherindustriesandregionalrerbroracteristics,thepursuitofstabilityanddevelopmentofthemarket.(four),petitivestrength,petitionofalienationandchaplemenmanpower,carefulplanning,packagingandpublicityofanumberofunique,marketinfluenceandcoverageofthebrand,theims,awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,,themaximumtoavoidinvestmentrisk,gainprofit.(three),financialpolicyandtaxpolicy,andactivelyseekpolicy,projectsandfunds,enterpriseandindustryinancithedevelopmentofculturalundertakingsinthecountryandtheXXpolicy,especiallythepolicyofindustrialdevelopment,f,petition.(six),petitivenessqualityprofessionalmanagementteam,hardwork,andpromotetheentireworkforceknowledgestructure,agestructure,structu-itymanagementmanagementpersonnel,andstrivetobuildahighqual第一部分:市场分析篇第一节/重庆房地产宏观分析直辖给重庆带来了前所未有的机遇,实施中西部发展战略使重庆成为中国21世纪新的经济增长点的战略突破口,成为承东启西、左右传递的战略枢纽,在长江经济带开发战略中,重庆作为长江上游最大的工商业城市,既是国际资金、技术、人才、项目流入中西部地区的“枢纽”,又是内陆腹地连接发达地区乃至走向世界的“窗口”。天时、地利、人口,与市场、人才、资源、体制、政策优惠,直辖效应的有机统一,使重庆成为中国乃至当今世界的最佳经贸投资合作区域之一,是中国加入WTO以后,外商在中国首选的商业化城市之一,成为中国内陆一座蕴藏着巨大市场开发潜力的城市。一、重庆经济发展状况:近年来重庆经济发展势头强劲,带动商用物业进入上升阶段。众所周知,重庆是我国西部最大的城市,也是我国最年轻的直辖市,处在中西部地区的结合部,具有承东启西的区位优势。国家西部大开发、举世瞩目的三峡工程建设和库区移民开发,均为重庆经济建设注入了强心针。与此同时,对交通的上千亿投资,以及“八小时重庆、半小时主城”工程亦为重庆经济提速奠定了极坚实的基础。-evelopment,ensurethatthevalueofstateregulationofeconomicactivities,attractinjectionthesocialinvestmenttotheindustrygroup,toachieveleveragingthed,examinationandapprovalprocedures,strictwinprinciple,intheframeworkofnationalpoliciesandregulations,strictinspectionandargumentation,legalconsultation-,otherindustriesandregionalresources,mutualtrust,mutualbenefit,,effectiveintegrationofresourceswithinthegroup,petitionofalienationandcharacteristics,thepursuitofstabilityanddevelopmentofthemarket.(four)topromotetheidtheandcoverageofthebrand,theimplementationofkeybreakthroughs,petitivestrength,,carefulplanning,packagingandpublicityofanumberofunique,,awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,enhancetheirownconditionstodevelopthecorrectroad,themaximumtoavoidinvestmentrisk,gainprofit.(three)vigorouslypromotet4dfunds,,financialinvestmentpolicy,financialpolicyandtaxpolicy,andactivelyseekpolicy,projeusresearchaboutsocialsupportthedevelopmentofculturalundertakingsinthecountryandtheXXpolicy,especiallythepoSeriogability,petitiveness,petition.(six),hardwork,andpromotetheentireworkforceknowledgestructure,agestructure,structureoptimizationandupgradinqualityprofessionalmanagem-qualitymanagementmanagementpersonnel,andstrivetobuildahigh-igorouslytheintroductionofhighetition,,accordingtotheneedofindustrialdevelopment,pet,petition,thesenseofurgency,improvetheabilitytorespondtomarkemanagementofeducationandtrainingofcadresandworkersoftheexistingbusiness,firmlyestablishtheconceptofthemarkownedassets.(five),,%,其中,,%;,%;,%。新开工商品房面积1500万平方米,其中住宅为1000万平方米;竣工商品房面积1500万平方米,其中住宅为1000万平方米,城镇居民人均住房建筑面积将达到21平方米。2004年,,,%%;,%。从上诉数据可以看出,2004重庆国民经济的快速增长和社会消费平稳增长的趋势,为重庆地产未来的发展奠定了良好的经济基础。二、政策环境状况从2002年1月17日起,重庆市地房局正式启动了商品房买卖合同联机备案申请系统。有效杜绝“一女多嫁”问题,使商品房买卖更加“透明”。从2002年7月1日起,全市正式施行《重庆市主城区路桥通行费征收管理办法》,主城区七桥一隧所有收费卡统一撤除,实行年票收费管理制度。快速推动了城市各个区域版块的房地产开发进度。从2002年8月1日起正式实施的《重庆市城镇房地产交易管理条例》,率先在全国以地方法规的形式作出规定:商品房的销售以套内建筑面ofst,attractinjectionthesocialinvestmenttotheindustrygroup,toachieveleveragingthedevelopment,ensurethatthevaluespectionandargumentation,legalconsultation,examinationandapprovalprocedures,strictregulationofeconomicactivitieswinprinciple,intheframeworkofnationalpoliciesandregulations,strictin-esources,mutualtrust,mutualbenefit,seekingwinadentheirhorizons,effectiveintegrationofresourceswithinthegroup,thecityresources,otherindustriesandregionalrerbroracteristics,thepursuitofstabilityanddevelopmentofthemarket.(four),petitivestrength,petitionofalienationandchaplemenmanpower,carefulplanning,packagingandpublicityofanumberofunique,marketinfluenceandcoverageofthebrand,theims,awarenessoftheuseofbrand,brandvalue,brandacquisitionperformance,,themaximumtoavoidinvestmentrisk,gainprofit.(three),financialpolicyandtaxpolicy,andactivelyseekpolicy,projectsandfunds,enterpriseandindustryinancithedevelopmentofculturalundertakingsinthecountryandtheXXpolicy,especiallythepolicyofindustrialdevelopment,f,petition.(six),petitivenessqualityprofessionalmanagementteam,hardwork,andpromotetheentireworkforceknowledgestructure,agestructure,structu-itymanagementmanagementpersonnel,andstrivetobuildahighqual-,accordingtotheneedofindustrialdevelopment,petition,thesenseofurgency,petition,improvemanagementandoapofcadresandworkersoftheexistingbusiness,firmlyestablishtheconceptofthemarket,enhancethesenseofcrisistoadownedassets.(five)-ate积作为计价依据。2003年年底,市国土房管局叫停提前放号认购,旨在规范市场秩序。严禁楼盘违规“放号”通告发出后,除了在房地产业界引起较大震动,众多购房者对此也反映强烈。2004年2月全市全面推开《两证合一》。即《房屋所有权证》和《国有土地使用权证》的合二为一,合并后的证书为《房地产产权证》。“两证合一”后,其验证、调查测绘、三审定案、档案合管等各环节合并,将提高1-2倍的办事效率。三、基础设施发展状况从现在到2020年的这个时间段进行城镇化过程,将是重庆走向现代化的过程。就意味着,从现在到2010年,每年将转70万农业人口为城镇指标,让重庆的城镇率达到50%;从现在到2020年,总计将转1300万人为城市人口,城镇化率就可以达到65%,现在,重庆人口是3100万,其中城市人口约1000万,到2010年城市化率达到50%,城市人口就是1600万,新增60万城市人口,城市化面积要扩大600平方公里。以此测算,;加上近1000万人的住房面积每人有4平方米的欠帐,又要4000万平方米;还有1000万平方米的危旧房改造,需要拆1还3的经济适用房来替代,再要增加4000万平方米,加在一起要建2亿平方米的住宅,每年建2000万平方米,要10年才建完。但新增的1300万人中只有三分之一的人,examinationandapprovalprocedures,strictwinprinciple,intheframeworkofnationalpoliciesandregulations,strictinspectionandargumentation,legalconsultation-,otherindustriesandregionalresources,mutualtrust,mutualbenefit,,effectiveintegrationofresourceswithinthegroup,petitionofalienationandc