xxx行销企划（xxx marketing planning）

XXX行销企划（XXXMARKETINGPLANNING）BRANDXXXIGENERALSITUATIONOFTHEPROJECTXXXISLOCATEDINTHENORTHERNNEWTOWNCOREAREA,ADJACENTTOTHEFIVEYELLOWTRUNKROAD,ANDTHEYUZHONGPENINSULACBD,JIANGBEITOWNFUTUREADMINISTRATIONCENTER,THEFIVESTORESHOPPINGDISTRICT,GUANYINBRIDGEBUSINESSDISTRICTCLOSEATHAND,ANDDIRECTACCESSTOTHEAIRPORTEXPRESSWAY,TRANSPORTATIONNETWORKTWOANALYSISOFPROJECTMARKETENVIRONMENT1CHARACTERISTICSOFREALESTATETRANSACTIONSINCHONGQINGDOWNTOWNAREAIN20031HOUSINGMARKETCONSUMPTIONGROWTH2003CHONGQINGHOUSINGTRANSACTIONAVERAGEPRICEOF1921YUAN/M2,ANINCREASEOF84OVERTHEPREVIOUSYEARTHENORTHERNPARTOFTHECITYHOUSINGCONSUMPTIONHOT,THELARGESTVOLUMEFORTHEREGIONINYUBEIDISTRICT,JIULONGPODISTRICT,JIANGBEIDISTRICT,RESIDENTIALTRANSACTIONVOLUMEWAS18924,13480AND1MILLION290THOUSANDAND800SQUAREMETERSRESPECTIVELY,ACCOUNTEDFOR188,THEMAINCITYVOLUME134AND129,THENORTHERNNEWDISTRICTINTHECITYCONSTRUCTIONANDVIGOROUSLYPROMOTEHOUSINGCONSUMPTIONTHISYEARHASBECOMETHEPREFERREDREGION2,MEDIUMSIZEDHOUSINGUNITSLARGEVOLUMEFROMTHEANALYSISOFTHECURRENTMARKETSUPPLYOFCOMMERCIALHOUSINGAREA,ITISNOTDIFFICULTTOSEETHATTHENEWPRODUCTSUPPLYANDDEMANDSTRUCTURECHANGESOBVIOUSLYFADEINTHEGOLDENAGEOFLARGESIZEDAPARTMENT,RESIDENTIALAREAISMODERATE,COMFORTHIGHERHOUSINGHASBECOMETHEMAINSTREAMOFTHEPROPERTYBUYERSPURSUEDTURNOVERLASTAUTUMNROOMRENDEZVOUSPERIODOFCOMMERCIALHOUSING,THEAVERAGEAREAINTHERANGEOF80TO130SQUAREMETERSINTHENUMBEROFTRANSACTIONSINTHETOTALTURNOVEROF577380SQUAREMETERSBELOWTHENUMBEROFTRANSACTIONSINTHETOTALTURNOVEROF2167130SQUAREMETERSTURNOVERTOTALTURNOVERNUMBEROF206ITSHOWSTHATTHECOMFORTABLEHOUSINGBECOMESTHEMAINSTREAMOFTHEHOUSINGMARKET,WHICHPROVIDESTHEMARKETDIRECTIONFORTHEREALESTATEDEVELOPMENT3,THEFOCUSOFTHEPURCHASEAREAMOVEDNORTHWARDTHEFOCUSOFTHEPURCHASEAREAHASSHIFTEDNORTHWARD,FORMINGTHETRENDOFLETTINGAHUNDREDFLOWERSBLOSSOMIN2003,THEAMOUNTOFLANDSOLDINYUBEIDISTRICTRANKEDSECONDINTHEWHOLECITY,ANDTHEQUANTITY,QUANTITYANDQUANTITYOFTHENEWSITESWERETHEFIRSTINTHEWHOLECITYTHISSHOWSTHATTHEPURCHASEOFHOUSINGHASSHIFTEDTHEFOCUSOFTHEREGION,THENORTHERNCITYANDOTHERMAJORURBANAREASWILLBECOMEAREALESTATEDEVELOPMENTINVESTMENTANDCONSUMPTIONHOTSPOTSIN2003,THENUMBEROFNEWFLATSINTHEMAINURBANAREASOFCHONGQING,THEHIGHTECHZONESARETHELEASTNUMBEROFREGIONSONLY8,INDICATINGTHATTHECURRENTRESIDENTIALLANDRESOURCESINHIGHTECHZONESARERELATIVELYLESS4,THERAPIDGROWTHOFHOUSINGINVESTMENTREALESTATEDEVELOPMENTIN2003COMPLETED32BILLION789MILLIONYUANINVESTMENT,ANINCREASEOF333OVERTHEPREVIOUSYEAR,OFWHICHRESIDENTIALCONSTRUCTIONCOMPLETEDINVESTMENT17BILLION743MILLIONYUAN,ANINCREASEOF239THEMAINREASONSFORTHERAPIDGROWTHOFRESIDENTIALDEVELOPMENTINVESTMENTAREFIRST,THELANDPURCHASEFEESANDLANDDEVELOPMENTINVESTMENTINCREASEDSUBSTANTIALLYTWO,THEREALESTATEDEVELOPMENTINVESTMENTLARGEPROJECTSINCREASED5,VACANTHOUSINGAREAANDPROPORTIONDECLINEBYTHEENDOF2003,THECITYSCOMMERCIALHOUSINGVACANCYAREAOF5MILLION512THOUSANDAND800SQUAREMETERS,DOWN15OVERTHEPREVIOUSYEAR,ADECREASEOF83THOUSANDSQUAREMETERSVACANTRESIDENTIALAREAOFMORETHANONEYEARIS1MILLION108THOUSANDAND500SQUAREMETERSATPRESENT,THEREARECONTRADICTIONSBETWEENTHESUPPLYSTRUCTUREANDDEMANDSTRUCTUREOFCOMMERCIALHOUSINGINCHONGQINGMOSTOFTHEVACANTHOUSESHAVEPROBLEMSSUCHASTHEAGINGOFAPARTMENTDESIGN,INCOMPLETEFACILITIESANDSOON,WHICHNATURALLYABANDONTHEMARKETTHEREFORE,THEINCREASEOFVACANTHOUSING,MORETHANCOMMERCIALHOUSINGITSELFDESIGNDEFECTSANDINACCURATEPOSITIONING6,THEPRICEOFCOMMERCIALHOUSINGHASRISENYEARBYYEAR,BUTITSTILLNEEDSMORETHANTHESUPPLYBYTHEENDOF2001KINDSOFCHONGQINGCITYCOMMERCIALHOUSINGSALESPRICEFOR1442YUAN/SQUAREMETERS,BYTHEENDOF2003,THEAVERAGESALESPRICEOFCOMMERCIALHOUSINGREACHED1731YUAN/SQUAREMETERS,THEHOUSEPRICESIN24MONTHSROSE289YUANPERSQUAREMETRERISINGHOUSINGPRICESDIDNOTINHIBITCONSUMERDESIRETOBUY,ATPRESENT,THETOTALDEMANDFORREALESTATEINCHONGQINGISSTILLSLIGHTLYLARGERTHANTHESUPPLY,HOUSINGISOBVIOUSLYMORETHANSUPPLY200318MONTHS,THECITYCOMPLETEDTHERESIDENTIALAREAOF3MILLION734THOUSANDSQUAREMETERS,THESAMEPERIODSALESAREAOF3MILLION911THOUSANDAND800SQUAREMETERSTHREE,PROJECTPOSITIONINGRESEARCHANDRECOMMENDATIONS1ANALYSISOFPRODUCTCHARACTERISTICS1,LOCATIONJIANGBEIDISTRICT,YELLOWMUDPOUND,5KILOMETERSAWAYFROMTHEGUANYINBRIDGEBUSINESSDISTRICT,BELONGSTOTHETRADITIONALRESIDENTIALAREA,THEREGIONALIMAGEISBETTER,LIVINGATMOSPHEREISSTRONG2,TRAFFICADJACENTTOTHETWOWAYWUHUANGEXPRESSWAY,ABOUT200METERSFROMTHEBUSSTATION,THETAXIFROMTHEFREQUENTPLUSTHETRADITIONALLOWHARMONICNEJINKANGLUOPULLED3,SUPPORTINGWHATTHEORIGINALRESIDENTIALAREAISLOCATEDINTHEAREAWHERETHEPLOTISLOCATED,SUCHASSCHOOLS,BANKS,HOSPITALS,SUPERMARKETSANDOTHERMUNICIPALFACILITIESANDLIFESUPPORTISMOREPERFECTTWOSUGGESTIONOFPROJECTPOSITIONING1,THETHREEMEANINGSOFTHEPRODUCTA,THECOREPRODUCTHESWHATCUSTOMERSREALLYWANTTOBUY,THEREALBENEFITSTHEYREPURSUINGWHENTHEYBUYAPRODUCTB,FORMALPRODUCTSTHECOREPARTOFTHEPRODUCTISUNABLETOMEETTHEVARIOUSNEEDSOFCONSUMERS,THEVARIOUSNEEDSOFCUSTOMERSTHROUGHTHEFORMOFPRODUCTSTOMEETTHESPECIFICREQUIREMENTSC,ANADDITIONALPRODUCT,REFERSTOALLTHEADDITIONALBENEFITSANDSERVICESTHATCUSTOMERSRECEIVEWHENTHEYBUYAPRODUCTADDITIONALPRODUCTSAREANEFFECTIVEWAYTOATTRACTCUSTOMERSANDPROMOTESALES2,PRODUCTPOSITI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