XXXX·

年度營(yíng)銷推廣執(zhí)行案2012年2月15日瑾獻(xiàn)世紀(jì)海通集團(tuán)Annualmarketingexecutioncase全年銷售目標(biāo)保底銷售1.5億力爭(zhēng)2億AnnualsalestargetGuaranteestrivetosales1500000002000000002012推廣聚焦定位：XXXX昌南最具性價(jià)比項(xiàng)目方向：主抓剛性需求及首改需求客戶2012topromotethefocusPositioning:strideAgileChangSouthmostcost-effectiveprojectDirection:concentratingontherigiddemandandchangetheneedsofcustomers前期探討成果傳播中全面圍繞“昌南最具性價(jià)比”一訴求點(diǎn)展開擴(kuò)大XXXX客戶面，增加昌南周邊鄉(xiāng)鎮(zhèn)推廣力度深度挖掘現(xiàn)有老客戶力量，有效促進(jìn)老帶新效果持續(xù)保持項(xiàng)目熱度，始終保持案場(chǎng)熱銷氛圍計(jì)劃全年?duì)I銷廣告費(fèi)用占銷售額的2%，共計(jì)300萬元Pre-investigatetheresults2%oftheplannedannualmarketingandadvertisingexpensesasapercentageofsales,foratotalof300million

ComprehensivearoundCHANGNANmostcost-effective,thesellingpointtoexpandthedisseminationof

ToexpandcalmlyAgilecustomersface,andincreasethesurroundingtownsofCHANGNANeffortstopromote

Depthofexcavationofexistingandoldcustomersthepoweroftheeffectivepromotionoftheoldandneweffects

Continuetokeeptheprojectheat,alwayskeepthehotatmosphereofthecaseoffieldContinuedpassengervolumereachedabout500groups,theintroductionofthe#6and7focusonopeningXXXX2012全年?duì)I銷計(jì)劃：2月3月4月5月6月7月8月9月10月11月12月完全前期定

購房源簽約針對(duì)6、7#房源進(jìn)行全面續(xù)客，續(xù)客量達(dá)到500組左右續(xù)客量達(dá)到500組左右，推出6、7#，集中開盤完成6、7#定購房源簽約工作，并針對(duì)剩余房源推出促銷活動(dòng)，全面攔截這一時(shí)期周邊競(jìng)爭(zhēng)樓盤集中推盤，同時(shí)推出8#。考慮到這幾個(gè)月將是天氣炎熱，是傳統(tǒng)銷售淡季，為依舊保持現(xiàn)場(chǎng)熱度，針對(duì)剩余房源每月推出10套特價(jià)房，10套一口價(jià)，并每周舉辦暖場(chǎng)活動(dòng),開始準(zhǔn)備3#續(xù)客3#壓軸樓王推出，并開始籌備年底銷售任務(wù)沖刺年末銷售任務(wù)沖刺，適當(dāng)加大促銷力度，完成全年?duì)I銷目標(biāo)，力爭(zhēng)達(dá)到2億銷售StrideAgile2012annualmarketingplan:Completelypre-determinedbuyerssourcecontractofBuilding76,7#listingscontinuedoffandcontinuedpassengervolumeofabout500groupsComplete6,7#orderedlistingcontractwork,andfortheremaininghousestolaunchpromotionalactivities,andinterceptthisperiodsurroundingcompetitiverealestateconcentratedpushtheplate,andcontinuedoffandbegin8#Takingintoaccountthepastfewmonthswillbehotweather,thetraditionalsalesseasonisstilltokeepthesiteheat,introduced10setsofspecialhousingfortheremaininghousespermonth,apriceof10sets,andholdsweeklywarmevents,begantopreparethree#continuedoff3finaleof#F,Wangintroduced,andbeganpreparationsfortheendofthetaskofsellingsprintSalesattheendofthesprinttasks,appropriatetoincreasepromotionalefforts,tocompletetheannualmarketingobjectives,andstrivetoachieve200millionsalesFebruary

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OctoberNovemberDecemberAvailablemediaouttothestreets,aroundthehotandthecosttoexpandthesellingpointXXXX2012全年推廣計(jì)劃：2月3月4月5月6月7月8月9月10月11月12月開始籌備6、7#推廣相關(guān)物料昌南最具性價(jià)比樓盤形象推廣及現(xiàn)場(chǎng)包裝全面鋪開速效媒體出街，訴求點(diǎn)圍繞熱銷及性價(jià)比等展開保證每月3-4個(gè)1/4版頭版報(bào)廣，全面攔截周邊競(jìng)爭(zhēng)樓盤客戶，訴求點(diǎn)以震撼巨惠等形式出現(xiàn)，強(qiáng)化銷量此階段為活動(dòng)密集期，通過“夏日清涼節(jié)，夜幕電影，現(xiàn)場(chǎng)抽獎(jiǎng)”等系列活動(dòng)，保持現(xiàn)場(chǎng)熱度，并持續(xù)通過報(bào)廣釋放促銷信息制造緊迫感，以全新樓王形象亮相，輔以促銷信息，凸顯性價(jià)比促銷信息全面爆發(fā)，短信轟炸式覆蓋，鄉(xiāng)鎮(zhèn)海報(bào)派發(fā)，巡展等，刺年度銷售任務(wù)StrideAgile2012full-yearpromotionplan:Beginpreparationsfor6,7#topromoterelatedmaterialsCHANGNANmostcost-effectiverealestatetopromotetheimageandon-sitepackagingisinfullswingEnsurethemonthly3-41/4frontnewspaperbroad,comprehensiveinterceptsurroundingcompetitiverealestatecustomers,thesellingpointistheformofashockhugebenefitssuchasstrengtheningsalesThisstageforintensiveactivitiesofthe"coolsummerfestival,thenightmovie,on-sitelottery"andotherseriesofactivitiestokeepthefieldheat,andcontinuedthroughthereportedwidereleasepromotionsCreatesenseofurgency,newfloor,kingofimageappearance,combinedwithpromotionalinformation,andhighlightsthecost-effectiveFull-blownpromotionalinformation,SMSbombingcoveragetownshippostersdistributed,tour,gillannualsalestasksFebruary

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OctoberNovemberDecember分階段營(yíng)銷推廣執(zhí)行Phasedmarketingtopromotetheimplementationof第一階段推廣目標(biāo)：45天，續(xù)客量達(dá)到500組；營(yíng)銷目標(biāo)：6、7#共計(jì)170套房源，開盤當(dāng)天去化80%以上ThefirststagePromotetheobjectivesof:45days,continuedpassengervolumereached500group;

Marketingobjectives:6,7#,atotalof170suitessources,theopeningdayoftheofmorethan80%營(yíng)銷主線活動(dòng)時(shí)間：2012年3月1日—5月31日（8#開盤）

活動(dòng)形式：客戶交納10000元誠(chéng)意金辦理“XXXX購房護(hù)照”，有效期為2012年全年，憑“護(hù)照”購買可享受全年優(yōu)先選房權(quán)、享受案場(chǎng)優(yōu)惠外額外1個(gè)點(diǎn)優(yōu)惠、并從辦理月開始，憑“護(hù)照”到售樓處登記可享受每月遞增1000元累積優(yōu)惠，每次開盤后未選中房源的“護(hù)照”優(yōu)惠金額清零，但仍可優(yōu)先享受下批房源的選房權(quán)。啟動(dòng)“年度無憂購房計(jì)劃”MarketingthemainlineStarttheyearworry-freepurchaseplanTime:March1,2012-December31,

Formofactivity:thecustomerpaytheearnestmoneyof10,000yuan"Agilestridebuyerspassport,validfor2012asawholecanenjoythefull-yearpriorityrighttotheelectionroom,withthe"passport"tobuy,enjoyanadditionalcasefieldconcessionsIncentivetosalesoffices,andhandlingmonth,withthe"passport"registrationcanenjoyeverymonth1000yuancumulativepreferentiallistings"passport"preferentialamountcleared,eachtimeafteropeningisnotselected,butcanstillbegivenpriorityaccesstoapprovedthelistingoftheelectionrighttohousing.輔助策略活動(dòng)時(shí)間：2011年3月1日—6、7#房源開盤當(dāng)天

活動(dòng)形式：客戶只需支付選購房源的首付款，由開發(fā)商為購房者墊付月供款至2012年底，之后月供款由購房者自己負(fù)責(zé)，購房時(shí)開發(fā)商與客戶簽訂一個(gè)補(bǔ)充墊付月供協(xié)議。

活動(dòng)意義：此策略為促動(dòng)客戶辦理“XXXX購房護(hù)照”的積極性，并能夠有效的激勵(lì)客戶購房心態(tài)，有效帶動(dòng)銷售。本活動(dòng)只限貸款30年。

活動(dòng)演示：如按照一套80㎡的房源來算，按照均價(jià)4900元/㎡計(jì)算，總價(jià)39.2萬。

首付30%=11.76萬貸款70%=27.44萬月供約=1500元墊付月供最高優(yōu)惠1.44萬。輕松置業(yè)購房0月供計(jì)劃SupportingstrategyEasilyPropertybuyers0monthlyplanTime:March1,2011-6,7#listingtheopeningdayFormofactivity:customerspayonlyforoptionalavailabilityofthefirstpayment,thebuyersbythedeveloperforadvancemonthlypaymentstotheendof2012,monthlypaymentsbythebuyers,buyers,developersandcustomerstosignasupplementaryadvanceforthemonthagreement.Activitiesofsignificance:thisstrategyistocatalyzethecustomersfortheenthusiasmofthe"Agilestridebuyerspassport",andcaneffectivelyencouragecustomerstopurchasementalitytoeffectivelydrivesales.Thisactivityonly30-yearloan.?Activitiesdemonstrates:If,accordingtoasetof80squaremetersofhousestocount,inaccordancewiththeaveragepriceof4900yuan/㎡calculatethetotalpriceof392,000.?Downpayment30%=11760070%=274,400loanforthemonthforthemaximumdiscountof13500=1500yuanadvancemonth.輔助策略略活動(dòng)時(shí)間間：2011年3月1日—2012年12月31日活動(dòng)形式式：凡是由南南昌縣業(yè)業(yè)主推薦薦成功的的新客戶戶購買XXXX，只需需出具南南昌縣商商品房購購買合同同或房產(chǎn)產(chǎn)證，推推薦客戶戶可享受受1000元現(xiàn)金獎(jiǎng)獎(jiǎng)勵(lì)，新新客戶可可享受免免1年物業(yè)管管理費(fèi)。。包含象象湖新城城業(yè)主。。

活動(dòng)動(dòng)意義：：通過全全民的傳傳播，提提升XXXX市市場(chǎng)關(guān)注注度，最最大化拓拓展客戶戶面。昌南置業(yè)業(yè)潮老老帶新全全面升級(jí)級(jí)SupportingstrategyCHANGNANPropertyinfluxofoldwiththenewfullyupgradedTime:March1,2011,2012December31,Formofactivity:AnyrecommendationbytheownersofNanchangCountyinthesuccessofnewcustomerstobuystrideAgile,justissuedbyNanchangCountyrealestatepurchasecontractorrealestatelicense,recommendedthatcustomerscanenjoya$1,000cashreward,newcustomersareexemptfrompropertymanagementfees.ContainstheownersliketheLakeMetro.Activitiessignificance:thespreadofthewholepeople,improvestrideAgilemarketattention,tomaximizetheexpansionofthecustomerface.媒體組合策略略長(zhǎng)效媒體速效媒體昌南片區(qū)戶外外蓮塘公交站臺(tái)臺(tái)項(xiàng)目現(xiàn)場(chǎng)圍墻墻項(xiàng)目樓體發(fā)光光字項(xiàng)目樓體巨幔幔?主流報(bào)紙頭版版精準(zhǔn)短信群發(fā)發(fā)蓮塘派發(fā)海報(bào)報(bào)郵政DM單南昌搜房網(wǎng)MediamixstrategyLong-termmediaAvailablemediaChangSouthernAreaoutdoorLiantangbusstationTheprojectsitefenceProjecttheHouseofluminouswordsProjectbuildingbodygiantmantle?mainstreamnewspaperfrontpagePreciseSMSgroupsendingLiantangdistributedPostersPostDMaloneNanchangSouFun昌南戶外在昌南迎賓大大道、蓮塘維維也納廣場(chǎng)、、或昌南客運(yùn)運(yùn)站幾個(gè)地點(diǎn)點(diǎn)尋找合適戶戶外點(diǎn)，做為為項(xiàng)目長(zhǎng)效媒媒體投放，有有效攔截周邊邊競(jìng)爭(zhēng)項(xiàng)目客客戶，3月15日前完成。ChangSouthYingbinAvenue,theLiantangViennaPlaza,orchangSouthTerminalatseverallocationstofindtherightoutdoor,putonasaprojectlong-termmedia,effectivelyblockingthesurroundingcompetitionprojectcustomers，CompletedbyMarch15.Sitepackaging戶外文案置業(yè)昌南看看了XXXX再?zèng)Q定Outdoorcopy年度無憂購房房計(jì)劃全面啟啟動(dòng)0月供惠聚全城城AgilePropertyChangSouthlookedcalmlyandthendecideAnnualworry-freepurchaseplanstartedOctoberthecityforthebenefitpoly以往未出街稿稿公交站臺(tái)選擇擇蓮蓮塘塘城城區(qū)區(qū)內(nèi)內(nèi)幾幾條條主主要要道道路路旁旁公公交交站站臺(tái)臺(tái)，，計(jì)計(jì)劃劃共共計(jì)計(jì)上上10個(gè)左左右右畫畫面面，，除除文文案案上上有有極極強(qiáng)強(qiáng)的的昭昭示示性性外外，，畫畫面面設(shè)設(shè)計(jì)計(jì)上上建建議議通通過過““信信封封形形式式””，，更更能能吸吸引引目目標(biāo)標(biāo)客客戶戶群群體體關(guān)關(guān)注注度度，，3月15日前投投放。。SelecttheLiantangcitybusstation,nexttothemainroadwithinafewplansonatotalofabout10screen,inadditiontothecopyontheenvelopeintheformrecommendedbythestrongclear,thescreendesign,moreattractivetothetargetcustomergroupsattention，CompletedbyMarch15.Busstation站臺(tái)文案OutdoorcopyFrom：XXXX（寄寄）To：首次次置置業(yè)業(yè)客客戶戶（（收收））置業(yè)業(yè)昌昌南南看看了了XXXX再再?zèng)Q決定定年度度無無憂憂購購房房計(jì)計(jì)劃劃全全面面啟啟動(dòng)動(dòng)0月供供惠惠聚聚全全城城購房房0月供供XXXXLOGO電話話、、地地址址等等現(xiàn)場(chǎng)場(chǎng)圍圍墻墻現(xiàn)場(chǎng)場(chǎng)圍圍墻墻全全部部進(jìn)進(jìn)行行更更換換，，快快速速建建立立XXXX““昌昌南南最最具具性性價(jià)價(jià)比比””樓樓盤盤形形象象，，有有效效打打擊擊周周邊邊競(jìng)競(jìng)爭(zhēng)爭(zhēng)樓樓盤盤，，爭(zhēng)爭(zhēng)奪奪客客源源，，3月1日前前更更換換。。Allofthesitefencereplacement,rapidstrideAgileCHANGNANthemostcost-effectiverealestateimage,toeffectivelycombatthepropertiesofthesurroundingcompetition,competingforcustomers,March1replacement.Thescenewall樓體體發(fā)發(fā)光光字字Houseofluminouswords針對(duì)對(duì)目目前前已已封封頂頂?shù)牡?#樓體體安安裝裝如如圖圖所所示示發(fā)發(fā)光光字字體體，，字字體體面面向向于于南南北北兩兩側(cè)側(cè)，，增增強(qiáng)強(qiáng)項(xiàng)項(xiàng)目目導(dǎo)導(dǎo)視視性性以以及及夜夜間間昭昭示示性性，，攔攔截截周周邊邊競(jìng)競(jìng)爭(zhēng)爭(zhēng)樓樓盤盤客客戶戶。。3月15日前前完完成成。。Cap#floorinstallationasshowninlightfont,font-orientedinthenorthandsouthsides,andenhanceprojectguidesaswellasnightclear,tointerceptsurroundingcompetitiverealestatecustomers.CompletedbyMarch15.樓體巨幔幔針對(duì)目前前破舊的的巨幔全全部進(jìn)行行拆除，，更換內(nèi)內(nèi)容有效效直擊周周邊閩順順及正榮榮項(xiàng)目，，有效攔攔截其目目標(biāo)客戶戶群體，，3月1日前完成成。Alloftheoldgiantmantleremoved,replacethecontenteffectivetohittheneighboringFujianProvincealongZhengrongproject,effectivelyblockingitstargetcustomergroups,completedbyMarch1.buildingbodygiantmantle巨幔文案案不到XXXX不不買房房Giantmantlecopy0月供惠聚聚全城年年度無無憂購房房計(jì)劃全全面啟動(dòng)動(dòng)恭迎迎蒞臨品品鑒DonotbuylessthanastrideAgile0monthsforthebenefitgatherthroughoutthecityyear,worry-freepurchaseplanstartedtowelcomethevisittasting其它媒體通通路?主流媒體報(bào)報(bào)廣版版面：頭版版/A版頻次次：每周1篇訴求求：年度無無憂購房計(jì)計(jì)劃短信群發(fā)模模式：：競(jìng)爭(zhēng)樓盤盤來電群發(fā)發(fā)/昌南及青云云譜群發(fā)頻頻次：：每周100萬條海報(bào)派發(fā)對(duì)對(duì)象：：蓮塘城區(qū)區(qū)/周邊鄉(xiāng)鎮(zhèn)掃掃街頻頻次：每周周2000份訴求點(diǎn)點(diǎn)：性價(jià)比比DM直郵對(duì)對(duì)象：蓮蓮塘各事企企業(yè)單位/蓮塘一中頻頻次次：每月1000份搜房網(wǎng)模模式：首首屏通欄廣廣告/軟性媒體報(bào)報(bào)道性性質(zhì)：每月月組織一次次看房團(tuán)活活動(dòng)?mainstreammediareportedwidelylayout:frontpage/AFrequency:Everyoneaspirations:theannualworry-freepurchaseplanSMSgroupsendingmodes:competitiverealestatecallsmass/masschangSouthandQingyunpufrequency:1millionaweekPostersdistributedobjects:theLiantangcity/surroundingvillagesandtownsstreet-sweepingfrequency:2,000aweeksellingpoint:thecostDMdirectmailobject:theLiantangallthingsbusinessunits/Liantanganintermediatefrequencytimes:1000permonthSouFunmodes:screenbannerads/softmediareportsNature:MonthlyorganizeshowingsactivitiesOthermediachannels第一階段廣廣告費(fèi)用媒體渠道規(guī)格數(shù)量訴求點(diǎn)價(jià)格備注戶外廣告1年度無憂購房計(jì)劃0月供15萬/半年包含墨山立交橋戶外畫面更換公交站臺(tái)350X150cm10年度無憂購房計(jì)劃0月供5萬/半年選擇繁華路段樓體發(fā)光字待定1項(xiàng)目案名/電話1萬3月15日前完成樓體巨幔7*16m1打擊競(jìng)爭(zhēng)樓盤1500元3月1日前完成現(xiàn)場(chǎng)圍墻整段項(xiàng)目性價(jià)比5000元圍墻全部更換報(bào)紙廣告?每周1篇年度無憂購房計(jì)劃0月供、項(xiàng)目性價(jià)比20萬（5篇）3月1日起投放海報(bào)派發(fā)每周兩千份年度無憂購房計(jì)劃0月供、項(xiàng)目性價(jià)比3500元3月1日起派發(fā)DM直郵每月一千份年度無憂購房計(jì)劃0月供、項(xiàng)目性價(jià)比5萬3月1日起派發(fā)短信群發(fā)周100萬條年度無憂購房計(jì)劃0月供、性價(jià)比、老帶新15萬3月1日起發(fā)送南昌搜房網(wǎng)4周年度無憂購房計(jì)劃搜房網(wǎng)看房團(tuán)10萬3月15日出街合計(jì)62萬ThefirstphaseofadvertisingcostsTotal620000營(yíng)銷中心包包裝及物料料Marketingcenterpackagingandmaterials門前彩虹門門XXXX““年度無憂憂購房計(jì)劃劃”全面啟啟動(dòng)InfrontofRainbowGateStartedtheyearworry-freepurchaseplan"strideAgile門前紅地毯毯紅地毯從精精神堡壘位位置一直鋪鋪設(shè)至售樓樓處大門，，兩側(cè)補(bǔ)充充花卉InfrontoftheredcarpetTheredcarpetthebastionpositionhasbeenlaidtothesalesofficedoor看房通道由工地入口口處包裝看看房通道至至項(xiàng)目樣板板房ShowingschannelPackagingbythesiteentranceshowingsaccesstotheprojectmodelroom其它包裝內(nèi)內(nèi)容售樓處天花花板彩球懸懸掛，與活活動(dòng)公司談?wù)労茫扛舾?天更換換一次增加一套音音響設(shè)備，，播放音樂樂，強(qiáng)化銷銷售現(xiàn)場(chǎng)熱熱銷氛圍項(xiàng)目現(xiàn)場(chǎng)場(chǎng)制作兩兩個(gè)易拉拉寶，一一個(gè)為““無憂計(jì)計(jì)劃”內(nèi)內(nèi)容，一一個(gè)為““0月供”內(nèi)容Salesofficeceilingballhangingonagood,andactivitiesofthecompanyeverythreedaystobereplacedonceAdditionalsetofaudioequipment,playmusic,andstrengthenthesalessitesellingatmosphereTheprojectsitetotheproductionoftworollup,andaworry-freeplancontent,a"0monthsforContentOthermediachannels物料制制作內(nèi)內(nèi)容6、7#戶型圖圖印制制，各各加印印2000份（于于2012年3月1日前完完成））規(guī)劃以以“年年度無無憂購購房計(jì)計(jì)劃””為中中心的的宣傳傳海報(bào)報(bào)，印印制1萬份（（3月1日前完完成））印制500份6、7#定購書書以及及“年年度無無憂購購房計(jì)計(jì)劃””補(bǔ)充充協(xié)議議（3月1日前前完完成成））6,7#sizechartprinted,printed2,000copieseach(asatMarch1,2012tocomplete)Planningtothetheyearworry-freepurchaseplan"asthecenteroftheposters,printed10,000copies(completedonMarch1)Printed500#6,7orderbookaswellasthetheyearworry-freepurchaseplan"SupplementalAgreement(March1completed)Materialproducedcontent制作作2000份““年年度度無無憂憂購購房房計(jì)計(jì)劃劃””購購房房護(hù)護(hù)照照（（3月1日前前完完成成））準(zhǔn)備備1000份價(jià)價(jià)值值10元左左右右禮禮品品，，用用于于購購買買““購購房房護(hù)護(hù)照照””的的客客戶戶贈(zèng)贈(zèng)送送Produced2,000copiesofthetheyearworry-freepurchaseplanpurchasepassports(March1completed)Clientspresentedtopreparethegiftsin1000wereabout$10,forthepurchaseofthebuyerspassport第一階段包包裝制作費(fèi)費(fèi)媒體渠道規(guī)格數(shù)量完成時(shí)間價(jià)格彩虹門12012年3月1日200元紅地毯50米2012年3月1日3000元看房通道2012年4月1日5萬元?dú)馇虬b2012年3月1日200元易拉寶22012年3月1日200元戶型圖?各2000份2012年3月1日1000元定購書1000份2012年3月1日300元購房護(hù)照2000份2012年3月1日1500元禮品1000份2012年3月1日1萬元合計(jì)6.64萬ThefirststageofthepackagingproductioncostsTotal66400第一階段營(yíng)營(yíng)銷費(fèi)用合合計(jì)68.64萬Marketingcostsofthefirstphaseofatotalof686400第一階段推推廣從3月1日正式開始始實(shí)行，計(jì)計(jì)劃續(xù)客周周期約為45天左右，4月15日（周六））開盤，目目標(biāo)續(xù)客量量500組，營(yíng)銷費(fèi)費(fèi)用約68.64萬元。ThepromotionofthefirstphaseintroducedfromMarch1,theplancontinuedoffcycleabout45days,April17(Saturday)opening,thegoalofcontinuedpassengercapacityof500group,themarketingcostsofabout686,400yuan.第二階段推廣目標(biāo)：：乘勝追擊擊，持續(xù)項(xiàng)項(xiàng)目熱度；；營(yíng)銷目標(biāo)：：通過前期期熱銷，帶帶動(dòng)8#銷售，開盤盤銷售80%；ThesecondstagePromotionalgoals:wintheongoingprojectReduo;Marketingobjectives:Bypre-sellingtodrivesalesofthe#8openingofsalesto80%;營(yíng)銷主線根據(jù)調(diào)研了了解，這一一將會(huì)是昌昌南區(qū)域大大量同質(zhì)化化產(chǎn)品密集營(yíng)銷攔截戰(zhàn)戰(zhàn)利用用前期剩余余房源為炒炒作噱頭MarketingthemainlineMarketinginterceptwartheuseofpreremaininghousesforspeculationgimmickResearchtounderstand,thiswillbeChangSouthernregionalintensivetoenterthemarketofalargenumberofhomogeneousproductsatthisstage,theuseof6,7#theremaininghousesinthewayofaprice,specialroom"toseizemarketsourcefullyinterceptthesurroundingcompetitiverealestatesource,anothergimmicktotakeoff8#flooropeningcontinued.輔助策略抓住“金5月”黃金銷銷售期，廣廣告全面下下鄉(xiāng)攔截五五一小長(zhǎng)假假返鄉(xiāng)客群群，主動(dòng)出出擊占領(lǐng)鄉(xiāng)鄉(xiāng)鎮(zhèn)資源，，拉動(dòng)鄉(xiāng)鎮(zhèn)鎮(zhèn)客群購房房需求。通通過鄉(xiāng)鎮(zhèn)墻墻體廣告、、條幅、派派發(fā)海報(bào)、、定期巡展展等一系列列方式擴(kuò)大大XXXX在周邊鄉(xiāng)鄉(xiāng)鎮(zhèn)區(qū)域影影響力。先發(fā)制人推推廣全面面下鄉(xiāng)搶搶占鄉(xiāng)鎮(zhèn)客客群SupportingstrategyEasilyPropertybuyers0monthlyplanToseizethe"goldenMaygoldsalesofadvertisingcomprehensivecountrysideinterceptionreturnof51smallholidaycustomerbase,taketheinitiativetotheoccupationofthetownshipresources,stimulatingthedemandforthepurchaseofthetownshipsegments.Townshipwalladvertising,banners,distributionofposters,andregularlytouranumberofwaystoexpandstrideAgileinthesurroundingtownshiparea.營(yíng)銷策略不斷向外界釋釋放XXXX熱銷信息，，并同事輔以以“年度無憂憂購房計(jì)劃””倒計(jì)時(shí)，強(qiáng)強(qiáng)力向潛在購購房客戶施壓壓，促使他們們盡快到現(xiàn)場(chǎng)場(chǎng)登記，并且且能夠在一定定程度上迫使使五一返鄉(xiāng)客客戶沒有猶豫豫時(shí)間。“年度無憂購房房計(jì)劃倒計(jì)時(shí)時(shí)”，制造緊緊迫感MarketingstrategyAnnualworry-freepurchaseplancountdown"tocreateasenseofurgencyConstantlyreleasedtotheoutsideworldcalmlytoAGILEsellinginformation,andcolleaguessupplementedbythetheyearworry-freepurchaseplan"countdown,strongpressureonbuyersandpotentialcustomers,promptingthemtothesceneassoonaspossibleregistration,andcantosomeextent,forcingfifty-onereturnofthecustomersdonothesitatetotime.推廣文案錯(cuò)過將不只是是等待Promotioncopy年度無憂購房房計(jì)劃辦理倒倒計(jì)時(shí)，最后后X天MisswillnotjustwaitTheyearworry-freepurchaseschemeasthecountdown,thelastXdays臻藏藏房房源源4500元/㎡㎡一口口價(jià)價(jià)同同步步發(fā)發(fā)售售中中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale推廣廣文文案案好房房子子總總是是給給有有準(zhǔn)準(zhǔn)備備的的人人Promotioncopy年度度無無憂憂購購房房計(jì)計(jì)劃劃辦辦理理倒倒計(jì)計(jì)時(shí)時(shí)，，最最后后X天GoodroomalwaystothosewhoarepreparedTheyearworry-freepurchaseschemeasthecountdown,thelastXdays臻藏藏房房源源4500元/㎡㎡一口口價(jià)價(jià)同同步步發(fā)發(fā)售售中中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale鄉(xiāng)鎮(zhèn)鎮(zhèn)文文案案您來來的的正正是是時(shí)時(shí)候候PromotioncopyXXXX““年年度度無無憂憂購購房房計(jì)計(jì)劃劃””最最后后限限量量辦辦理理中中YoucamejustintimeStrideAgile"worry-freepurchaseplanfortheyear"lastlimitprocessed臻藏房源源4500元/㎡一口價(jià)同同步發(fā)售售中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale開盤文案案為106位剛需置置業(yè)者而而來Promotioncopy8#創(chuàng)變N+1新品即將將耀世登登場(chǎng)，敬敬請(qǐng)期待待Forthe106justneedtohomebuyersfrom8#createvariableN+1newupcomingYiuWorlddebut,sostaytuned第二階階段營(yíng)營(yíng)銷費(fèi)費(fèi)用媒體渠道規(guī)格數(shù)量訴求點(diǎn)價(jià)格備注報(bào)紙廣告6年度無憂購房計(jì)劃倒計(jì)時(shí)25萬4月16日起投放短信全發(fā)周50萬條一口價(jià)特惠6萬4月20日起發(fā)送海報(bào)派發(fā)每周兩千份一口價(jià)、特惠房3500元4月21日起派發(fā)鄉(xiāng)鎮(zhèn)墻體5塊攔截鄉(xiāng)鎮(zhèn)客群及返鄉(xiāng)客10萬4月21日起投放鄉(xiāng)鎮(zhèn)條幅100條一口價(jià)、特惠房3000元4月21日起投放鄉(xiāng)鎮(zhèn)巡展接受鄉(xiāng)鎮(zhèn)客戶咨詢5萬4月21日起禮品派發(fā)1000份鄉(xiāng)鎮(zhèn)客戶禮品派發(fā)1萬合計(jì)47.65萬ThesecondphaseofmarketingcostsTotal476500第二階階段營(yíng)營(yíng)銷費(fèi)費(fèi)用合合計(jì)47.65萬Marketingcostsofthesecondphaseofatotalof476500第二階階段推推廣從從4月16日正式開始始，借助第第一波熱銷銷氛圍輔以以特價(jià)房帶帶動(dòng)8#整體銷售，，消化第二二波106套房源的80%左右，在上上半年共計(jì)計(jì)實(shí)現(xiàn)回款款約1個(gè)億。ThepromotionofthesecondphasefromApril16,beginningwiththefirstwaveofhotatmospherecomplementedbyspecialroomtodrivethe#8overallsales,digestabout80%ofthesourceofthesecondwaveof106suites,thebacksectioninthefirsthalfoftheyearatotalofabout1million.第三階段推廣目標(biāo)：：保持余溫溫，持續(xù)項(xiàng)項(xiàng)目熱度；；營(yíng)銷目標(biāo)：：消化前面面三棟剩余余尾房，為為年底沖刺刺做準(zhǔn)備ThethirdstagePromotionalobjectives:tomaintainthewarmthoftheongoingprojectRedu;Marketingobjectives:todigestinfrontofthreeremainingWeifang,sprinttopreparefortheendof營(yíng)銷主線在此期間，，因項(xiàng)目已已沒有新品品房源在對(duì)對(duì)外銷售，，故集中所所有力量消消化前期剩剩余房源，，分期首付付旨在最大大程度上吸吸納眾多購購買力不強(qiáng)強(qiáng)的群體。。客戶購房房只需支付付兩成或一一成首付，，剩余首付付款可在簽簽定購房合合同后三個(gè)個(gè)月內(nèi)繳清清，不收取取任何手續(xù)續(xù)費(fèi)。分期首付吸吸納更多多購買力不不足客戶MarketingthemainlineInstallmentdownpaymenttoattractmorelackofpurchasingpowercustomersInthemeantime,theprojecthasnonewlistingsinforeignsales,itconcentratedallthepowertodigestpreremaininghousesdownpaymentininstallmentsdesignedtothemaximumextentpossibletoabsorbanumberofpurchasingpowerisnotstronggroup.Customerstopurchaseonlypay20%oronepercentdownpayment,theremainingdownpaymentcanbepaidoffwithinthreemonthsafterthesigningofpurchasecontract,anddoesnotchargeanyfees.輔助策策略在此期期間，，通過過組合合式促促銷方方式，，穩(wěn)固固項(xiàng)目目的市市場(chǎng)熱熱度。。每月月第三三周拿拿出10套（具具體數(shù)數(shù)量根根據(jù)實(shí)實(shí)際情情況確確定））特惠惠房，，作為為促銷銷房源源。每每月第第四周周拿出出10套（具具體數(shù)數(shù)量根根據(jù)實(shí)實(shí)際情情況確確定））做一一口價(jià)價(jià)，為為月底底銷量量沖刺刺。營(yíng)銷組組合拳拳周周周有有優(yōu)惠惠月月月有有特價(jià)價(jià)SupportingstrategyMarketingmixboxingweekoffersmonthlydealsDuringthisperiod,throughthecombinedmarketingapproach,asolidmarketheatoftheproject.Thethirdweekofamonthoutof10setsofspecialrooms,(theexactnumberisdeterminedaccordingtotheactualsituation)asapromotionallisting.Thefourthweekofamonthcomeupwith10sets(theexactnumberisdeterminedaccordingtotheactualsituation)todoapricesalessprintfortheend.輔助助策策略略在促促銷銷期期間間，，通通過過密密集集的的活活動(dòng)動(dòng)策策略略，，持持續(xù)續(xù)保保證證現(xiàn)現(xiàn)場(chǎng)場(chǎng)人人氣氣，，形形成成熱熱銷銷氛氛圍圍。。以以互互動(dòng)動(dòng)式式、、利利益益式式、、互互動(dòng)動(dòng)式式等等系系列列活活動(dòng)動(dòng)帶帶小活動(dòng)暖暖場(chǎng)大大活動(dòng)促促銷SupportingstrategyThewarmeventpromotionofsmallactivitiesThroughintensiveactivitiesinthestrategyduringthepromotionalperiod,continuingtoensuresitepopularity,theformationofthehotatmosphere.Drivenheat,interactive,interests,interactiveseriesofactivitiesheldregularlywithanumberofpromotionaleffortstodrivetheprojectsales.暖場(chǎng)活動(dòng)動(dòng)Warmupactivities夏日清涼涼節(jié)暨夜夜幕電影影活動(dòng)時(shí)間間：2012年7月20日—7月31日活動(dòng)形式式：在XXXX售樓樓處門前前通過投投影儀播播放當(dāng)下下最新電電影，邀邀請(qǐng)XXXX老老業(yè)主及及周邊住住民參與與，活動(dòng)動(dòng)持續(xù)10天，每天天晚上8點(diǎn)正式開開始，持持續(xù)2個(gè)小時(shí)。。參會(huì)者者不僅能能在炎炎炎夏日欣欣賞夜幕幕電影，，更能享享受XXXX免免費(fèi)提供供的水果果、飲料料、點(diǎn)心心等美食食。活動(dòng)意義義：小成本活活動(dòng)，但但卻能持持續(xù)為項(xiàng)項(xiàng)目帶來來人氣，，并有效效的為項(xiàng)項(xiàng)目形成成口碑傳傳播，促促進(jìn)項(xiàng)目目銷售。。SummertherefreshingFestivalnightfilmTime:July20,2012-July31Formofactivity:playthemomentthelatestmoviesthroughtheprojectorinfrontofthestrideAgilesalesofficesandinvitedtoThestrideAgileoldownersandsurroundingresidentstoparticipateinactivitiesfor10days,daily20:00,continuedtwohours.Participantsinthesummerheatcannotonlyenjoythenightmovie,betterenjoythefruits,beverages,snacksandotherfoodprovidedfreeofchargestrideAgile.Theactivitiesofsignificance:thesmallcostofactivities,butcancontinuefortheprojectpopularandeffectivefortheprojecttoformawordofmouthtopromotetheprojectsales.促銷活動(dòng)Promotionalactivities優(yōu)惠你做主主，數(shù)錢你你最行活動(dòng)時(shí)間：：2012年8月15日—8月31日活動(dòng)形式：：活動(dòng)期間，，由置業(yè)顧顧問電話或或短信告知知客戶到達(dá)達(dá)現(xiàn)場(chǎng)，通通過點(diǎn)算““練功券””鈔票，在在限定1分鐘內(nèi)算手手上鈔票總總數(shù)，點(diǎn)到到多少即可可享受多少少錢優(yōu)惠，，點(diǎn)的數(shù)目目不對(duì)則不不可享受優(yōu)優(yōu)惠。活動(dòng)意義：：通過持續(xù)的的“數(shù)錢活活動(dòng)”，不不但能保持持現(xiàn)場(chǎng)人氣氣，更能有有效促進(jìn)一一批猶豫不不決的客戶戶快速下定定。DiscountuptoyoutocountthemoneyyoumostlineTime:August15,2012-August31Formofactivity:Duringtheevent,bythepropertyconsultantcallorSMStoadvisecustomerstoarriveatthescenebycounting"exercisescouponsnoteslimitedtooneminutetocountthetotalnumberofhandsmoney,pointtohowmuchmoneyyoucanenjoypreferentialpointThenumberdoesnotnotenjoythebenefits.Activitiesofsignificance:bycontinuingtocountthemoneyactivities",notonlycankeepthesitepopular,moreeffectiveinpromotinganumberofhesitantcustomerstoquicklymakeup.第三三階階段段營(yíng)營(yíng)銷銷費(fèi)費(fèi)用用媒體渠道規(guī)格數(shù)量訴求點(diǎn)價(jià)格備注報(bào)紙廣告10分期首付，一口價(jià)40萬7月1日起投放短信全發(fā)月100萬條分期首付、一口價(jià)6萬7月1日起發(fā)送活動(dòng)費(fèi)用40萬其他費(fèi)用10萬合計(jì)計(jì)96萬ThethirdstageofmarketingcostsTotal960000第三三階階段段營(yíng)營(yíng)銷銷費(fèi)費(fèi)用用合合計(jì)計(jì)96萬Marketingcostsofthethirdphaseofatotalof960000第三三階階段段推推廣廣由由7月份份正正式式開開始始，，此此階階段段為為房房地地產(chǎn)產(chǎn)傳傳統(tǒng)統(tǒng)淡淡季季，，天天氣氣炎炎熱熱看看房房積積極極性性驟驟減減，，因因此此推推廣廣將將主主要要以以活活動(dòng)動(dòng)為為核核心心，，營(yíng)營(yíng)銷銷中中輔輔以以分分期期首首付付的的方方式式促促進(jìn)進(jìn)存存量量房房銷銷售售。。ThepromotionofthethirdstageofficiallybeganinJuly,atthisstagefortherealestatethetraditionallowseason,hotweathershowingsenthusiasmplummeted,sothepromotionwillfocusoncoreactivities,marketing,supplementedphaseddownpaymentforthestockofhousingsales.第四階階段推廣目目標(biāo)：：形成成年底底最后后一波波熱潮潮紅紅火收收官；；營(yíng)銷目目標(biāo)：：完成成全年年?duì)I銷銷任務(wù)務(wù)，快快速去去化3#樓王ThefourthstageAimtopromote:theformationoftheendofthelastwaveofboomprosperousending;Marketingobjectives:thecompletionoftheannualmarketingtasks,andquicktomeltthe3#-F,Wang營(yíng)銷主主線所有購購買XXXX客客戶，，首次次置業(yè)業(yè)群體體，即即可享享受除除正常常優(yōu)惠惠外，，額外外5個(gè)點(diǎn)優(yōu)優(yōu)惠；；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可享受受免征征收一一半契契稅優(yōu)優(yōu)惠；；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可獲得得價(jià)值值2000元物業(yè)業(yè)服務(wù)務(wù)費(fèi)抵抵用券券；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可獲得得5000元房屋屋裝修修基金金（與與相關(guān)關(guān)裝修修公司司合作作，發(fā)發(fā)放裝裝修的的裝修修抵用用券））；年末收收官啟啟動(dòng)動(dòng)剛需需置業(yè)業(yè)保障障計(jì)劃劃MarketingthemainlineEndoftheyearendingstartjustneedtohomebuyersprotectionplanBuystrideAgile