俊城浅水湾全案企划57页651165123765Word格式文档下载.docx
《俊城浅水湾全案企划57页651165123765Word格式文档下载.docx》由会员分享，可在线阅读，更多相关《俊城浅水湾全案企划57页651165123765Word格式文档下载.docx（41页珍藏版）》请在冰点文库上搜索。
本文由liumangxgw贡献
目录第一部分销售策略......................................................................................................51.销售策略....................................................................................................................51.1销售总策略......................................................................................................51.22005年各阶段推售目标................................................................................51.2.1销售初期（2005.2-3）.......................................................................51.2.2强销期（2005.4-6）...........................................................................81.2.3持销期（2005.7-9）.........................................................................101.2.4第二次强销期（2005.10-12）.........................................................121.3项目销售必备条件........................................................................................121.3.1法律文件.............................................................................................121.3.2现场包装.............................................................................................131.3.3宣传途经.............................................................................................131.3.4销售工具.............................................................................................141.3.5销售策略.............................................................................................141.3.6其他配合.............................................................................................151.4销售方式........................................................................................................151.4.1现场接待（坐盘销售）.....................................................................151.4.2展销会.................................................................................................151.4.3数据库营销.........................................................................................161.4.4中原一二手联动.................................................................................161.4.5外延展示.............................................................................................161.4.6客户联谊会.........................................................................................161.5促销策略........................................................................................................171.5.1折扣.....................................................................................................171.5.2变相折扣汇总.....................................................................................171.5.3宣传造势活动.............................................................................
........18第二部分宣传推广策略............................................................................................19
第一章、意义·
影响力..............................................................................................19标竿·
关于俊城·
浅水湾的奖项..............................................................................19创新·
为时代的英雄们筑屋建所..............................................................................19唯一性的卖点..............................................................................................................191、项目定位.........................................................................................................202、规划.................................................................................................................203、建筑.................................................................................................................20第二章思想·
创造力................................................................................................20认知·
机会藏于威胁中..............................................................................................201、认知劣势与威胁.............................................................................................202、认知优势.........................................................................................................213、认知机会.........................................................................................................21第三章操作·
执行力................................................................................................221、策略核心................................................................................................................221.1策略·
计划....................................................................................................221.2整合................................................................................................................221.2.1产品.....................................................................................................221.2.2园林.....................................................................................................231.2.3地理位置及配套.................................................................................242、项目解析................................................................................................................252.1项目分析........................................................................................................252.2客群分析........................................................................................................252.3项目方向性阐述............................................................................................
263、推广主线与宣传卖点组合....................................................................................263.1全程推广主题与推广主线............................................................................263.2宣传卖点........................................................................................................273.3推广主线与卖点的有效组合........................................................................284、各阶段推广策略....................................................................................................294.1销售初期........................................................................................................29
4.1.1时间安排.............................................................................................294.1.2形象推广主题.....................................................................................294.1.3阶段目标.............................................................................................294.1.4配合条件.............................................................................................294.1.5形象推广策略.....................................................................................304.1.6造势活动.............................................................................................304.1.7跟进情况.............................................................................................314.2强销期............................................................................................................314.2.1时间安排.............................................................................................314.2.2形象推广主题.....................................................................................314.2.3阶段目标.............................................................................................314.2.4配合条件.............................................................................................314.2.5形象推广策略.....................................................................................324.2.6产品推广策略.....................................................................................324.2.7推售单位.............................................................................................324.2.8造势活动.............................................................................................334.2.9跟进情况.............................................................................................344.3平稳销售期....................................................................................................354.3.1时间安排：
2005年7-9月................................................................354.3.2形象推广主题：
“公园2005，感·
受生活”..............
....................354.3.3阶段目标.............................................................................................354.3.4配合条件.............................................................................................354.3.5形象推广策略.....................................................................................354.3.6产品推广策略.....................................................................................364.3.7推售单位.............................................................................................364.3.8造势活动.............................................................................................364.3.9跟进情况.............................................................................................384.4一期尾盘销售期（二期强销期）................................................................394.4.1时间安排：
2005年10-12月............................................................39
4.4.2形象推广主题：
悟生活”..................................394.4.3阶段目标.............................................................................................394.4.4配合条件.............................................................................................394.4.5形象推广策略.....................................................................................394.4.6产品推广策略.....................................................................................404.4.7造势活动.............................................................................................405、各阶段广告媒体投放频率及建议........................................................................415.1媒体列表........................................................................................................415.2媒体说明.......................................................................................
升级会员 