济南润丰购物广场工程
市场调研及营销建议方案
石家庄嘉诚智业文化传播
二零零九年二月十一日
目录
第一局部市场调研局部························································································3
调查安排······························································································3
第二节调查分析总结··························································································6
一、商业地产调查·······················································································6
二、其他投资品种调查··················································································12
三、其他城市同类销售模式分析与借鉴····································································14
四、目标消费群体调查·················································································16
五、调查过程中面临的主要问题及解决方案································································22
第二局部工程营销筹划方案建议·············································································28
第一节工程优劣势分析及目标消费群体分析·····································································28
第二节工程销售政策制定·····················································································30
第三节售楼部选址和咨询点设置···············································································32
第三局部宣传推广建议························································································34
第一节媒体组合策略及广告推广建议···········································································34
宣传卖点·····························································································35
活动营销配合销售·····················································································35
第四局部下阶段工作安排·····················································································36
第五局部工程销售本钱预算···················································································37
第一局部市场调研局部
调查安排
一、调查目的：
通过对济南商业地产市场状况，各地产工程的销售政策、销售手法、销售卖点、宣传手法、销售情况；以及济南市场上现存的投资品种、投资政策及其销售状况的实地考察；并结合济南百姓投资习惯和投资心理——为本工程制定销售价格、销售政策、销售噱头、促销政策、宣传推广策略、本钱预算等提供客观科学的市场依据。
二、调查内容：