1、房地产策划中英文对照本案特点及市场定位 PROJECT FEATURES AND MARKET POSITIONING基本情况 BACKGROUND物业名称 Name位 置 Location发展商 Developer(s)投资方 Investor(s) :建筑工程设计 Designer(s) :总承建商 Contactor :物业类型 Function项目净用地 :总建筑面积 Total area :建筑层数 Number of floors :开工日期 Date of commencement :竣工日期 Date of completion :本案区位特点 FEATURES IN GEOG
2、RAPHICAL LOCATION三、 本案市场定位 MARKET POSITIONIN:GA、 形象定位 Brand Images :塑造先锋形象 Creating a pioneering image :塑造特色形象 Creating an outstanding image :突出项目优势 Highlighting the Strengthens :塑造发展商品牌形象 Building up a Positive image of thedeveloper :B、 对象定位 Target CustomersC、 运作定位 Operational Approach贰、市场推广策略 mark
3、eting strategy一、资金投入策略 strategy for marketing budget二、媒体广告计划 media planning上述媒体投放策略之作用与目的The objectives of the aforementioned strategy1、 媒体有 Suggested media includes广告计划 Advertising Plans :(一) 要点 Key Approaches(二)媒体选择 MEDIA CHOICES1、 报纸 Newspapers:中文报纸类 Chinese Newspaper :英文报纸类 English Newspaper2、 杂
4、志 Magazines:中文杂志类 Chinese Magazines英文杂志类 English Magazines1) 开盘 Commencement of Sales:(2) 服务 Services :( 3) 地位 Locations :6、 路牌及灯箱广告 Roadside billboards &light boxes7、 其他媒体 Other Media(3)公关及广告实施流程implementation process for PR &advertisingA筹备阶段 Preparation Stage Project under Constructiona)大型路牌广告Larg
5、e Scale Billboards-机场路、项目周边或人流集中地区b)直投宣传小册子Direct Mailing Pamphletsc)工地围板设计及展示中心设计Planning of Show Room and Signboards at Project Sited)宣传海报 Posterse)Logo 及各平面广告设计Graphic Designs and Logo Designsf)发请柬及邀请信设计Designs and Distribution of Invitation Cardsg)宣传刊物及纪念品Promotion Brochures and Souvenirsh)举办开幕典
6、礼及新闻发布会Opening Ceremony and Press Conferencei)报章及杂志缮稿 Press Releasesj)电视宣传片及光盘制作TV Commercial and CD-ROM Productionk)报刊、杂志广告Advertisement Placements in Newspapers and Magazinesl)推介会及展销会设计Exhibition and Project Promotion SeminarsB. 中期阶段Marketi ng Stage - Project Sales Supporta.报刊杂志缮稿及广告发布Press Releas
7、e and Advertising Placementb.电视宣传及光盘派发Broadcasts of TV Commercials and Distribution of CD-ROMc.宣传单张及派发Distribution of Promotion Pamphletsd.请柬及邀请信寄发Distribution of Invitation Cardse.租售中心及围板建造Construction of ShowRoomsand Signboards at the Project Sitef.展览会场制作(广告牌及挂旗)Exhibitionsg.国内客户推介会Project Promoti
8、on Seminars for Domestic clientsh.国内外电台宣传广告发布 Releases of Advertisements in Radio Stations within and outside Chinai.国内外报刊杂志广告发布Releases of Advertisements in Local and International Magazinesj.加插及更换展销内容 Adjustments of Promotion Contents if NecessaryC.后期Final Stage ProIon ged Marketi ng Effectsa)电视广告
9、 TV Commercialsb)报刊杂志广告(包括缮稿)Advertisements and Press Releases in Print Mediac)宣传推广活动及展示会Promotion Activities and Exhibitionsd)路牌广告 Outdoor Advertisements(4)媒体广告发布建议Recommended strategy for advertising1、 软性广告宣传思路Public Relations Strategies2、 海外发布Promotion in Overseas Markets具体实施方案Execution Plan媒体目的
10、Objectives of our Media Strategy媒体策略 Communications Strategy三、平面设计策划要求Theme of graphic design四、 NP路牌广告策划要求Billboard advertising and its design五、 营销推广活动计划建议Promotional activities1、 展览会推广活动Exhibitions &Promotions :展览会场地选择考虑因素The choice of exhibition venue :2、 落实有关物业管理事宜Issues of Property Management六、
11、企业形象宣传包装建议Packaging and branding of corporate image 品质、形象的再塑工程The re-engineering of quality and image.1、 本项目营销推广文化理念 Philosophy behind the brand image of the project 本案项目营销推广文化理念的建立条件Brand Building Elements of the Project :1)、开发运作观点Brand creation through sales operations2)、突出人性化和时代感Human Touch and C
12、ontemporary Feel3)、本案项目自然条件极佳The Unique Edge of Location Advantage4)、目标客户群的文化需求The culture of the target segment 2、本案项目营销推广文化的构筑方式The execution process of brand building 构筑一 Step 1 : 确立“本案”营销推广文化总精神 Formulation of Brand Image 构筑二 Step 2 : 营销推广文化指导各项工作MarketingProjection of Brand Image via Sales andA
13、ctivities 构筑三 Step 3 : 将用户作为构筑营销文化的主体Further Development of Brand Image among the Users 叁、顾问服务项目配合明细清单Services and supporting information required一、市场推广顾问服务项目Marketing consultancy services1、 总体形象 Brand Image( 1) 案名标志( Logo):2、 宣传计划 Marketing Plans3、 公关项目 PR Services( 1) 形象公关 Corporate Communications
14、 :(2) 危机管理 Crises Management :4、 商场策划分析建议5、 执行监督,质量控制Execution Follow-up and Quality Control6、 项目跟踪报告 Project Tracking Reports 双方前期合作的具体执行建议First Stage Cooperation二、市场推广顾问专业配合人员Marketing professionals( 1) 市场推广顾问 Marketing Consultant 信念及格言Faith and Proverb( 2) 媒体策划主任 Media Planning Directors三、其他工作配合要
15、点Supporting functions四、顾问服务费Principles and scale of consultant fees 1、顾问服务期 Consultancy service coverage 2、计酬原则 Charging Principle : 宣传推广工作配合重点 Execution Schedule 时间/ 阶段 Time/Phases 工作重点 Items 前期 First Stage 第 1-3 个月 First to Third Month 市场定位 Market Positioning 案名 Project Name &Log
16、o 总体宣传计划 Overall Promotion Plans 总体公关计划 Overall PR Plans 制 订 预 算 、 支 出 机 制 Budgeting and Payment Mechanism 宣传品制作 Production of Promotion Materials 第一期宣传执行 Execution of 1st Stage Promotion 公关工作开展 Commencement of PR Services 商场策划分析建议(含图解)中期 Se
17、cond Stage第 4-9 个月Fourth to Ninth Month 公关工作 PR services 第 二 期 宣 传 执 行 Execution of Second Stage Promotion 第三期宣传筹备与展开 Preparation of Third Stage Promotion 市场调整与研究 Market Survey and Marketing Plan Adjustments后期 Third Stage第 10-12 个月Tenth to Twelve Month 宣传推广与促销
18、 Promotion and Sales Campaigns 公关工作 PR五、发展商须提供之资料清单Information to be provided by developer1) 项目中英文地址 (address of the project, both in Chinese and English)2)土地使用年期 (Authorized Years of Land Use)3)土地面积 (Area of the Site)4)土地用途 (Land Use)5)发展商(国內公司 )中英文名称(Title of the developers local companie
19、s both in Chinese and English)6)香港代表律师楼的中英文名称(Name of appointed attorney in Hong Kong, both in Chinese and English)7)国内代表律师楼的中英文名称(Name of appointed attorney in China, both in Chinese and English)8)建筑师的中英文名称 (Name of the architect, both in Chinese and English)9)顾问建筑师的中英文名称(Nameof the civil consultan
20、ts, both in Chinese and English)10)结构工程师的中英文名称(Name of the structural engineers, both in Chinese and English)11)楼宇设备工程师的中英文名称(Name of the building engineers, both in Chinese and English)12)工料估算师的中英文名称(Name of the construction appraiser, both in Chinese and English)13)承建单位的中英文名称 (Name of the contract
21、or, both in Chinese and English)14)物业管理公司的中英文名称(Name of the property management, both in Chinese andEnglish)15)中英文楼宇设计用途陈述(Statements of functions for the building, both in Chinese and English)16)发售文件证号销售批文副本 (Copy for the Property Sales Permit)17)总规划图和各功能区图则 ( 附可修改之电脑档案 )(Layout and design diagrams
22、 for all functional areas)18)项目所有外观及內部透视图 (附可修改之电脑档案 ) (All the stenograph )19)建筑材料说明 (Construction material specifications)20)项目周边规划图 ( 附可修改之电脑档案 )(The project s environmental design plan)21)详细平面图 (附可修改之电脑档案 ) (Layout plans)22)发展商介紹 ( 背景及资料 ) (Background information of the developers)23)配套设施资料 (Fac
23、ilities Specifications)24)销售地址及电话 (Sales address and telephone)25)停车场资料 (Information on parking lot)27) 投资回报 ( 或回报保证 ) 之详细资料 (Investment Return Calculations)28) 银行按揭安排详细资料 (Mortgage Arrangements)六、海外广告发布所需资料清单 :Prerequisite information required for advertising overseas1) 土地使用证 ( 及副本 ) Land Use Certi
24、ficate2)房屋预售许可证 ( 及副本 ) Property Pre-sale Permit3)销售许可证 ( 及副本 ) Property Sales Permit4)国内律师确认信 Confirmation letter from a Chinese attorney5)海外律师证明国内律师可执业确认信Confirmation letter from overseas attorney to recognizethe Chine se attorney s right to practice6)银行为楼盘提供楼宇按揭的证明Proof issued by Banks for Mortgage Arrangements7)委托投放电视广告书Appointment Letters from the developer for AdvertisingPlacement
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