房地产营销策划实战案例(Real-estate-marketing-planning-actual-case).doc

房地产营销策划实战案例（Real estate marketing planning actual case）This article is contributed by ningningzhengPpt documents may experience poor browsing on the WAP side. It is recommended that you first select TXT, or download the source file to the local view.M3 SARMarketing promotion recommendation 2004 annual marketing recommendation 2004October 2004This report will focus on the following issues?The current marketing problems, the establishment of the case name, M3 special zone project marketing theme establishment, promotion stage division and each promotion stage dissemination theme, promotion method use principle and promotion ponderM3 SAR SARPUSHwideCatalogThe first part: the promotion of the problems and solutions? Part second: promotion strategy (the establishment of various stages of spreading (Theme) the dissemination of the contents and thinking with the media (media) combination plan)? The third part: the promotion of thinkingM3 SARCurrent problems in promotionAs a whole package of this case the year 2003 there are four problems? One is (advertising), real estate market in Shanghai after its debut, no impact effect, especially the advertising theme is not clear, giving a very confusing and complex feeling? Two (media group, media etc.) a combination of more casual, not to concentrate superior forces, formed the communication effect in the mainstream mediaM3 SARCurrent problems in promotionThree, (theme positioning) as the theme of the positioning of the case is not accurate, not solve the house sold problem caused by customer quality is not high, not no customers but did not find the customer is four, (marketing theme) can be said M3 SAR no marketing theme, what did not solve is the house, did not give us a direct concept, for example, the thought of M3 DC, thought 27 tower near the 70M2 penthouse rooms or that did not give people a simple feeling: this house is a characteristic of apartment layout.M3 SARCurrent problems in promotionBased on the above, in the case of the promotion did not solve the house is what house the house was sold to the who and how to sell the house problem even worse is that the case (M3 DC) is not very reasonable, so many people do not understand what is the meaning of the special, where. Why is it called M3 SAR and so onM3 SARCurrent promotional solutionsWe will identify overall promotion ideas from the above four aspects of the real estate advertising project? A, re select the case? Two, the establishment of marketing theme? Three, looking for the concept of the theme? Four, customer orientation choice five, combination of the media?M3 SARGeneral idea of project promotionThe principle of four big campaign, the amount of pounds - save marketing costs, with the Bao Longhua court and Silver Palace marketing people, an occasion to attack, because only our real estate is likely to retain their customers? Stick two fist, pressing the old rivals, beware of new competitors? From the M3 zone my space, I call the shots , the theme function of selling fresh release, and let the M3 zone is different from the three core point, other competitive real estate downtown, pure compound, three aspects of large-sized apartment were strong high-altitude bombing and mass media release? The activities of ground promotion combinationM3 SARSelection of case nameThe case selection principle to achieve the following three requirements, due to the uniqueness of the case of the case of the apartment layout, so the selection cannot follow the routine, to facilitate memory two, to the case of the downtown core selling real, pure compound, has direct effect on propagation of large-sized apartment three, to meet the psychological characteristics of target customersM3 SARSelection of case nameAttic of desireThe pure compound structure of the case to explain the case of desire are stylish loft apartment layout features represent the type 70 square meters represents a kind of mental state, everyone has their own ideal, we are here from the customers perspective to understand the desire for idealM3 SARSelection of case name twoEmotional ostrichThe case of the interpretation of this case belongs to the type of avant-garde fashion people are sentimental, due to the characteristics of our house and the other has a great difference, so we bought our house is certainly a more sensible ostrich is a tall animal, coincident with the complex structure of our apartment layoutM3 SARSelection of case name threeHigh nest familyThe case of the interpretation of this case belongs to high nest practical fashion on behalf of the dual structure of our apartment layout, and coincide we are small high-rise structure and target level of psychological needsM3 SARSelection of case name fourModern.TopThe name of the case is English in modern interpretation of fashion meaning representation combined with modern.Top English top fashion will be great in the visual impact on the strengthM3 SARSelection of case nameThe name of our case is:Desire loft (preferred) high nest family (alternate)M3 SARThe establishment of marketing theme (1)There are four marketing themes for screening:There is only one downtown area in Shanghai, and the desire loft is in the center of the city centerM3 SAREstablishment of marketing theme (two)Attic of desire - dream of achieving upper classM3 SAREstablishment of marketing theme (three)Desire Loft - my world, my downtown areaM3 SAREstablishment of marketing theme (four)Desire Loft - my space, I decideM3 SAREstablishment of marketing theme (five)Lust Loft - real downtown, real homeM3 SAREstablishment of marketing theme (six)Attic of desire - a person who has a strong desire for career and lifeM3 SAREstablishment of marketing themeAccording to the above six marketing theme, we recommend the marketing themeThere is only one downtown area in Shanghai, and the desire loft is in the center of the city centerM3 SARThe search for conceptual themesThe conceptual theme of the case isThe first 4S residence in the city centreM3 SARThe search for conceptual themesExplanation of 4SSun (real sunshine residential) 4, 8 meters wide, 11 meters deep into the only Second (full duplex residential) 65-74M2 South (full duplex structure of South South, North and South Yue structure) all light ventilation design Spirit (theme, spirit) in the center of the desire Pavilion, 70s exclusive residentialM3 SARThe search for conceptual themesIt should be noted that since the case is re positioned, it is not appropriate to propose a new concept, so we only need to put it in a fixed form in the selling point of the copy:This case is fashionable and not prepared for all. It is fashionable and not prepared for all. It is only for the thought and desire of the causeM3 SARCustomer positioning optionsWhere is our customer?(retail) + (investment), trendy young + discerning investorsM3 SARCustomer positioning options (retail)Individual characteristics:? Their age is about 30 years old, male to female ratio was 55:45, the male accounted for much? In the case of potential customers should be unwilling to mediocrity and the pursuit of fashion aspirant youth, one of the cultural characteristics in common is young, energetic, ideological guard forward, especially active thinking, in the struggle of life. Special practitioner in special industryM3 SARCustomer positioning options (retail)The target group of humanistic characteristics in common of the two is busy, busy, busy with their communication, convenience of traffic demanding? Most of them in real life to bear greater responsibility and pressure, in turn, they demand more on the homeEmphasize individuality, comfort, and total freedom;M3 SARCustomer positioning options (investors)Most of them are successful people who invest in many places, such as stocks, futures, etc.They have original vision and excellent judgementTheir understanding of the real estate than our sales staff also deep their strong sense of investment, is generally not easy to change the idea of their real estate locations require very high (higher investment returns) particularly sensitive to their return on investment (ROI fast) their property the launch date of the more stringent requirements (return to early)M3 SARMedia composition strategyIn view of the size of this case is not large, Huxing special, advertising costs less, in view of the size of the case is not large, Huxing special, less advertising costs, we suggest that the media portfolio strategy: strategy for:Dahe hard advertising + Shanghai evening soft article +DM DM single + TV mediaM3 SARMedia mix strategy (newspaper)In the newspaper media, our purpose is to form a strong impact in a short period of time. In the newspaper media, our purpose is to form a strong shock flow in a short time,All in hard advertising Dahe put all soft advertisement in the Shanghai evening news on Dahe take intermittent take intermittent strategy to do Shanghai version of C in the newspaper on the first edition of C) to eliminate the retail (Shanghai version) destroy retail and A within the province looking for investment then do the A or B version within the scope of the search for investmentM3 SARMedia composition strategy (TV)In the television media, the TV media, we recommend the use of ten is very creative advertising to increase the visibility of the caseHighly creative TV commercialsThe popularity of the project will be greatly improved in the short term, and the popularity of the project will improve rapidly in the short termM3 SARThe media mix strategy (DM)DM has three purposesThe use of DM in the carpet coverage of the surrounding area of the surrounding area to customers, DM A. customers using DM in the carpet coverage of the surrounding area to customers, to the surrounding areas with the intention of customers received DM three times, three times more than DM domain has received intention customer DM more than three times. Frankfurt quickly cleared the customer B. to nearby market competition effectively blocked C. on special industry for paymentM3 SARThe main line of project promotionPromotion policy of two lines of light and shadeM3 SARMain line of project promotion (open line)Hard line of direct target customers hearts, because the body is not the case, the advertising expenses is limited, so be sure to out of Jones, in order to achieve the borrowed boat? In hard advertisements in the mainstream media daihebao for the position, through the text effect effectively and accurately, high quality, effective convey the real estate information on television in Shanghai, a set of two, a general principle isThe formation of in the media combination and get rid of burst in media on the formation of burst and get rid of scatteringM3 SARThe main projects (concealed articles)In the dark quiet way of soft target customers through the brain, soft news and soft advertising and other forms of our target customers interest, hobbies, personality, and their anger and happiness purchase habits are described in detail, with their psychological needsActively cooperate with the line from the side of the dark line open to contrast and echoM3 SARThe main line of project promotion (open wire chapter)During the period of strong sales, mainly in the hard advertising selling release is the main form in the foundation for pre digestion of the customers, to the project itself good price to attract new customers through fashion, avant-garde, hard advertising form concise effective impact on the formation of customers? Also effectively intercept on the Silver Palace and Baolong Vista rally action, hard advertising to the mainstream media to occasion, hard advertising mainstream media, to supplement activitiesTo winM3 SARThe main line of project promotion (open wire chapter)In the duration of the project, double and total price as the main demand point, from hard advertising, television media combination of three-dimensional attack, so as to distinguish the purpose of competition.Advertising and SP activities are neck and neck, advertising and activities are neck and neckThaw winM3 SARThe main line of project promotion (open wire chapter)During the period of late in the project? We will use one of the biggest advantages of recessive M3 SAR, target customers and pure perceptual identity, location of the project, then take the policy to target customers for targeted advertising (for example, in this case only for the night is still around the 12:00 for 9:00, time has entered the dream of people do not have the desire, the case has a strong desire to desire the attic of career and life of the people)Something must be done, something must be doneM3 SARThree phases of project promotion and disseminationThe first stage: the expansion of the surface to solve the problem of awareness of the project, the second stage: the quality of complete (to solve the project reputation issues)The third stage: quasi docking (to solve project loyalty issues)November 2004DecemberApril 2005M3 SARStage dissemination objectives and themes (preheat period (preheat period - opening period)Adhere to the policy of two hands, we should start two wars in the early stage.A war to solve the problem of expansion of the face, a war is a partial war in the cityOur stage dissemination objectives and themes (preheat period - opening period)The second fist was a partial warConcentration of superior forces in the city area to fight a war of annihilation (the specific steps are as follows): East and West Avenue and South Street intersection of billboards to re do, with a good visual guiding role. The carpet for the closure of foreshadowing by clamping the pages of newspaper high frequency and high density of Tube City bombing, Frankfurt within 2 kilometers with the intention of customers each received DM three times, resulting in M3 SAR to big action phenomenon.M3 special zone four big activities shock waveSecond, high tide period, rising period, bedding period, first climax periodOur stage dissemination aims and themes (strong selling period)After a strong spread of the warm-up period, there will be several effectsThe regional customers (tube city and part of jinshuiqu customers) covering the use of advertising realize the effective distinction between competitors, to achieve a high pressure situation of competitors? More importantly, near real estate in the end to rally, to form their own release situation, we can just use this mentality play time differenceThis will provide an effective tool for leveraging our strengthsThe true wisdom is to make good use of the wisdom of others, and the true power is to make good use of the power of othersOur stage, dissemination, purpose, and theme (duration)Enhance prices, reflect the interests of the project and the potential for appreciation, continuous SP activities of the transaction customers have preferential measures, for example, with the signing of the transaction has been a customers commitment to a thousand words,Customer transactions can enjoy free property management fees and other measures (specific to submit)? Quasi docking is our aim of dissemination will.We will start interest marketing and experiential marketing two major forms of marketing(M3 SAR project duration) our stage, dissemination, purpose and themeThis is a tough battleOur stage, dissemination, purpose, and theme (duration)Start killer scissors program, start killer scissors, we will take care of all selling points on the basis of the total price and pure duplex these two unique selling point of air and sea Trinity three-dimensional bombing tactics(M3 SAR project duration) our stage mode of communicationEnter the consolidation period after the strong sales period, to digest the client after the implementation of killer cut plan, to meet the second peak period, this is an uphill battle of control, pin do good, solve the problem would be relatively easy, but because of our previous is low in the city, is bound to high frequency, the sales price of small radian price adjustment, the price at this time, the resistance has been highlighted by this problem will improve the quality of the project to improve the fundamental solution of the price.(M3 special district) how do you play the investment card?We will start the investorsFive investment plans(M3 special zone) how to play the investment card (one)?Private buyers (usually buy one)By comparison of the data shows that buy than rent for example: to buy a 65 square meter apartment, 1650 yuan for the month, and in the vicinity of the monthly rent to 3200 yuan, which launched the buy than rent good(M3 special zone) how to play the investment card (two)?Four year repayment plan for investment buyersBuy a set of 65 square metres of duplex residential, for 1650 yuan, while in the vicinity of rental housing needs about 3200 yuan per month, so as to recover the cost of four years (down payment 30 thousand, earn 17800 yuan a year, four years back to pay)(M3 special zone) how to play the investment card (three)?To rent with nurturing buyers (usually buy 2-3 sets)Buy two sets, a home, a rental, the rental