凯悦中心凯悦中心营销营销方案汇报方案汇报2007­5­18青岛项目组DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.营销运作目标营销运作目标城城市市进进化化论论青岛NO.1渤海湾NO.1历史上的今天很多年以后，人们会谈论，曾经的某年某月某日，青岛出现了一个标志性的建筑群落，代表着青岛这个北部中国滨海城市真正拥有了有价值的新建筑，城市的进步由此开始。DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.目录1市场研判2产品相关价值判断3竞争的定义4实施运作策略与营销策略5团队介绍DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.第一部分第一部分市场研判市场研判DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.区域发展特征区域发展特征城市第一核心区关键词：CBD(中央商务区)顶级消费商业中心奥运经济影响力•东部地区规划成为商务及商业的核心区域，随着区域的不断发展成熟，未来区域的升值潜质将一路攀升•奥运村及奥运比赛场馆的建设，为整个区域价值的提高提供了有利的后续增值空间DTZ’smissionistoworkwithclientstocreatealeading­edgeproperty,investmentandbusinesssolutionsworldwide.CentraltothismissionareDTZ’scorevaluesofintegrity,teamwork,serviceexcellence,creativityenjoymentandthedriveto‘makeithappen.消费需求主体特征消费需求主体特征关键词：高端商务人士、世界500强企业高层管理人士、国际国内高端旅游人口、高消费白领阶层n青岛最顶级的写字楼集中在此区域，高端商务人士密集，消费力庞大n青岛最顶级的商业体（阳光百货、海信广场等）集中地，高端生活环境成熟n五星级酒店云集，未来更多五星级酒店进入，国际高端人士常来常往，必然提升区域在国际上的影响力DTZ’smissionistoworkwithclientstocreatealeadi