（修改稿） 二○○四年三月一日 目 录 ...........................................................................................................................................3 前 言........................................................................................................................................................................................................4 项目简介....................................................................................................................................................................................................4 项目 SWOT 分析.........................................................................................................................................................................................4 ...................................................................................4 项目品牌及功能定位....................................................................................................................................................................................8 特色主题概念设计与核心点的营造...............................................................................................................................................................30 ...........................................................................................................................45 商铺投资的关注因素..................................................................................................................................................................................46 项目租售的前提条件..................................................................................................................................................................................49 项目经营开发模式.....................................................................................................................................................................................50 招商的选择标准.........................................................................................................................................................................................53 招商策略..................................................................................................................................................................................................54 ........................................................................72 总体推广思路建议.....................................................................................................................................................................................73 推盘期推广目标建议..................................................................................................................................................................................74 目标受众分析............................................................................................................................................................................................75 推广主题诉求点.........................................................................................................................................................................................82 1 推广媒介组合............................................................................................................................................................................................84 推广计划建议............................................................................................................................................................................................86 推广计划执行时间及费用分配建议...............................................................................................................................................................87 广告及推广活动建议..................................................................................................................................................................................89 广告效果评估及反馈系统的建议................................................................................................................................................................106 .........................................................................................................................114 租售组合建议..........................................................................................................................................................................................114 营销中心建议.................................................................