房地产营销策划实战案例Real estate marketing planning actual caseWord格式文档下载.docx

房地产营销策划实战案例Real estate marketing planning actual caseWord格式文档下载.docx

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Catalog

Thefirstpart:

thepromotionoftheproblemsandsolutions?

Partsecond:

promotionstrategy（theestablishmentofvariousstagesofspreading（Theme）thedisseminationofthecontentsandthinkingwiththemedia（media）combinationplan）?

Thethirdpart:

thepromotionofthinking

[M3SAR]

Currentproblemsinpromotion

Asawholepackageofthiscasetheyear2003therearefourproblems?

Oneis（advertising）,realestatemarketinShanghaiafteritsdebut,noimpacteffect,especiallytheadvertisingthemeisnotclear,givingaveryconfusingandcomplexfeeling?

Two（mediagroup,mediaetc.）acombinationofmorecasual,nottoconcentratesuperiorforces,formedthecommunicationeffectinthemainstreammedia

Three,（themepositioning）asthethemeofthepositioningofthecaseisnotaccurate,notsolvethe"

housesold"

problemcausedbycustomerqualityisnothigh,not"

nocustomersbutdidnotfindthecustomer"

isfour,（marketingtheme）canbesaidM3SARnomarketingtheme,"

whatdidnotsolveisthehouse,didnotgiveusadirectconcept,forexample,thethoughtofM3DC,thought"

27towernearthe70M2penthouseroomsorthatdidnotgivepeopleasimplefeeling:

"

thishouseisacharacteristicof"

apartmentlayout.

Basedontheabove,inthecaseofthepromotiondidnotsolvethe"

houseiswhathouse"

thehousewassoldtothewho"

and"

howtosellthehouse"

problemevenworseisthatthecase（M3DC）isnotveryreasonable,somanypeopledonotunderstandwhatisthemeaningofthespecial,where.WhyisitcalledM3SARandsoon

Currentpromotionalsolutions

Wewillidentifyoverallpromotionideasfromtheabovefouraspectsoftherealestateadvertisingproject?

A,reselectthecase?

Two,theestablishmentofmarketingtheme?

Three,lookingfortheconceptofthetheme?

Four,customerorientationchoicefive,combinationofthemedia?

Generalideaofprojectpromotion

Theprincipleof"

fourbigcampaign,theamountofpounds"

-savemarketingcosts,withthe"

BaoLonghuacourt"

and"

SilverPalace"

marketingpeople,anoccasiontoattack,becauseonlyourrealestateislikelytoretaintheircustomers?

Sticktwofist,pressingtheoldrivals,bewareofnewcompetitors?

Fromthe"

M3zone"

myspace,Icalltheshots"

thethemefunctionofsellingfreshrelease,andletthe"

M3zone"

isdifferentfromthethreecorepoint,othercompetitiverealestatedowntown,purecompound,threeaspectsoflarge-sizedapartmentwerestronghigh-altitudebombingandmassmediarelease?

Theactivitiesofgroundpromotioncombination

Selectionofcasename

Thecaseselectionprincipletoachievethefollowingthreerequirements,duetotheuniquenessofthecaseofthecaseoftheapartmentlayout,sotheselectioncannotfollowtheroutine,tofacilitatememorytwo,tothecaseofthedowntowncoresellingreal,purecompound,hasdirecteffectonpropagationoflarge-sizedapartmentthree,tomeetthepsychologicalcharacteristicsoftargetcustomers

Atticofdesire

Thepurecompoundstructureofthecasetoexplainthecaseofdesirearestylishloftapartmentlayoutfeaturesrepresentthetype70squaremetersrepresentsakindofmentalstate,everyonehastheirownideal,weareherefromthecustomer'

sperspectivetounderstandthedesireforideal

Selectionofcasenametwo

Emotionalostrich

Thecaseoftheinterpretationofthiscasebelongstothetypeofavant-gardefashionpeoplearesentimental,duetothecharacteristicsofourhouseandtheotherhasagreatdifference,soweboughtourhouseiscertainlyamoresensibleostrichisatallanimal,coincidentwiththecomplexstructureofourapartmentlayout

Selectionofcasenamethree

Highnestfamily

Thecaseoftheinterpretationofthiscasebelongstohighnestpracticalfashiononbehalfofthedualstructureofourapartmentlayout,andcoincidewearesmallhigh-risestructureandtargetlevelofpsychologicalneeds

Selectionofcasenamefour

Modern.Top

ThenameofthecaseisEnglishinmoderninterpretationof"

fashion"

meaningrepresentationcombinedwithmodern.TopEnglishtopfashionwillbegreatinthevisualimpactonthestrength

Thenameofourcaseis:

Desireloft（preferred）highnestfamily（alternate）

Theestablishmentofmarketingtheme

（1）

Therearefourmarketingthemesforscreening:

ThereisonlyonedowntownareainShanghai,andthe"

desireloft"

isinthecenterofthecitycenter

Establishmentofmarketingtheme（two）

Atticofdesire-dreamofachievingupperclass

Establishmentofmarketingtheme（three）

DesireLoft-myworld,mydowntownarea

Establishmentofmarketingtheme（four）

DesireLoft-myspace,Idecide

Establishmentofmarketingtheme（five）

LustLoft-realdowntown,realhome

Establishmentofmarketingtheme（six）

Atticofdesire-apersonwhohasastrongdesireforcareerandlife

Establishmentofmarketingtheme

Accordingtotheabovesixmarketingtheme,werecommendthemarketingtheme

Thesearchforconceptualthemes

Theconceptualthemeofthecaseis

Thefirst4Sresidenceinthecitycentre

Explanationof4S

Sun（realsunshineresidential）4,8meterswide,11metersdeepintotheonlySecond（fullduplexresidential）65-74M2South（fullduplexstructureofSouthSouth,NorthandSouthYuestructure）alllightventilationdesignSpirit（theme,spirit）inthecenterofthedesirePavilion,70sexclusiveresidential

Itshouldbenotedthatsincethecaseisrepositioned,itisnotappropriatetoproposeanewconcept,soweonlyneedtoputitinafixedforminthesellingpointofthecopy:

Thiscaseisfashionableandnotpreparedforall.Itisfashionableandnotpreparedforall.Itisonlyforthethoughtanddesireofthecause

Customerpositioningoptions

Whereisourcustomer?

（retail）+（investment）,trendyyoung+discerninginvestors

Customerpositioningoptions（retail）

Individualcharacteristics:

Theirageisabout30yearsold,maletofemaleratiowas55:

45,themaleaccountedformuch?

Inthecaseofpotentialcustomersshouldbeunwillingtomediocrityandthepursuitoffashion"

aspirantyouth"

oneoftheculturalcharacteristicsincommonisyoung,energetic,ideologicalguardforward,especiallyactivethinking,inthestruggleoflife.Specialpractitionerinspecialindustry

Thetargetgroupofhumanisticcharacteristicsincommonofthetwoisbusy,busy,busywiththeircommunication,convenienceoftrafficdemanding?

Mostoftheminreallifetobeargreaterresponsibilityandpressure,inturn,theydemandmoreonthe"

home"

Emphasizeindividuality,comfort,andtotalfreedom;

Customerpositioningoptions（investors）

Mostofthemaresuccessfulpeoplewhoinvestinmanyplaces,suchasstocks,futures,etc..

Theyhaveoriginalvisionandexcellentjudgement

Theirunderstandingoftherealestatethanoursalesstaffalsodeeptheirstrongsenseofinvestment,isgenerallynoteasytochangetheideaoftheirrealestatelocationsrequireveryhigh（higherinvestmentreturns）particularlysensitivetotheirreturnoninvestment（ROIfast）theirpropertythelaunchdateofthemorestringentrequirements（returntoearly）

Mediacompositionstrategy

Inviewofthesizeofthiscaseisnotlarge,Huxingspecial,advertisingcostsless,inviewofthesizeofthecaseisnotlarge,Huxingspecial,lessadvertisingcosts,wesuggestthatthemediaportfoliostrategy:

strategyfor:

Dahehardadvertising+Shanghaieveningsoftarticle+DMDMsingle+TVmedia

Mediamixstrategy（newspaper）

Inthenewspapermedia,ourpurposeistoformastrongimpactinashortperiodoftime.Inthenewspapermedia,ourpurposeistoformastrongshockflowinashorttime,

AllinhardadvertisingDaheputallsoftadvertisementintheShanghaieveningnewsonDahetake"

intermittent"

take"

strategytodoShanghaiversionofCinthenewspaperonthefirsteditionofC）toeliminatetheretail（Shanghaiversion）destroyretailandAwithintheprovincelookingforinvestmentthendotheAorBversionwithinthescopeofthesearchforinvestment

Mediacompositionstrategy（TV）

Inthetelevisionmedia,theTVmedia,werecommendtheuseoftenisverycreativeadvertisingtoincreasethevisibilityofthecase

HighlycreativeTVcommercials

Thepopularityoftheprojectwillbegreatlyimprovedintheshortterm,andthepopularityoftheprojectwillimproverapidlyintheshortterm"

Themediamixstrategy（DM）

DMhasthreepurposes

TheuseofDMinthecarpetc