房地产销售方案范文.docx

房地产销售方案范文.docx

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房地产销售方案范文

文登市XXXXXX住宅小区营销方案（绝密）xxxxxx房产策划咨询有限公司年月日f

目录一、总体方案..................................................................................................................................41、销售SWOT分析...........................................................................................................................4

（1）、优势：

................................................................................................................................4

（2）、劣势：

................................................................................................................................4（3）、机会：

................................................................................................................................5（4）、威胁：

................................................................................................................................52、客户定位........................................................................................................................................53、抗性屏蔽及利益点诉求................................................................................................................7

（1）、周边环境、配套抗性........................................................................................................7

（2）、回报率抗性........................................................................................................................8（3）、前期工程形象抗性............................................................................................................8（4）、价格抗性............................................................................................................................94、价格策略....................................................................................................................................10

（1）、价格策略--低开高走.......................................................................................................10

（2）、价格走势图......................................................................................................................115、销控及折扣策略..........................................................................................................................11

（1）销控策略..............................................................................................................................11

（2）折扣策略..............................................................................................................................126、操作模式....................................................................................................................................13

（1）外出探访式..........................................................................................................................13

（2）销售布点式..........................................................................................................................13（3）房交会造势式......................................................................................................................16（4）政府协助式..........................................................................................................................16（5）人物营销式..........................................................................................................................16（6）常规SP活动式...................................................................................................................17二、执行计划........................................................................................................................................181、（开盘前）销售工作计划表......................................................................................................18

（1）外出派发DM宣传单.........................................................................................................20

（2）网络式销售..........................................................................................................................21（3）网点式销售..........................................................................................................................21（4）政府协助完成目标客户收集..............................................................................................22（5）常规现场客户接待..............................................................................................................22（6）SP活动促销........................................................................................................................23（7）开盘典礼..............................................................................................................................232、第一阶段（年月日—年月日）细部执行计划...................................................................24XXX

（1）房地产交易会......................................................................................................................27

（2）组团式销售..........................................................................................................................27（3）常规现场客户接待.......