昆明某项目营销策划方案Microsoft-Word-文档

is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 昆明某项目营销策划方案昆明某项目营销策划方案 一 目标目标 1 基于整体资金运作理念 注重整体资金获利能力 本着降 低单个项目风险 提高资金使用效果 立足于 高品质 高标准 新形象 的开发思路 2 本着可持续发展的战略 考虑今后较长时间内的预期资源 储备 树立良好的公司形象和社会形象 3 抢占市场先机 快速回笼资金 实现价值利润最大化 二 商务业态定位建议商务业态定位建议 1 一层为餐饮 金融 家电超市 大药房 电信等 3 二楼为图书城 茶室 咖啡厅 酒吧 电玩 网吧等 4 三层为桑拿 健身 休闲娱乐 美容院 慢摇吧 KTV 等 5 四层以上作为昆明市具有标性的高档写字楼 主要为各 种贸易公司 广告公司 律师事务所 会计师事务所 装饰公司 旅行社 保险公司等 具体楼层业态待定 三 三 市场及目标消费群体综合分析市场及目标消费群体综合分析 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 1 市场综合分析 市场综合分析 目前市场上的写字楼 多数都已硬件老化 配套缺乏 缺乏品 牌 办公环境差 已经不能满足高速发展企业的办公需求 因此昆 明市写字楼市场将在以后的几年中 面临的重点是产品升级换代 定位准确及物业品牌提升问题 随着昆明市经济的发展和城市规划的要求使得昆明沉寂了多年 的写字楼市场开始慢慢复苏 加上民宅禁止开公司的相关规定出台 导致了写字楼市场需求进一步扩 二环路的拆迁扩建政策今后将带动该区域的商业氛围 会使该 区域的商业市场逐渐成熟 加上纯写字楼的市场空白以及部份被拆 迁户 企事业单位 个体户等 急需寻找新的住所 办公地点 经 商场所都将增大该区域商务行业的市场机遇 2 目标消费群体分析 目标消费群体分析 1 客户群行业分析 是比较具有现代市场意识的新兴产业中的实 力企业 在写字楼里办公的企业 主要是办公面积在 200 以内的 如 商业贸易 服务 IT 产业 信息咨询类的企业机构 2 客户群对写字楼类型的选择 客户理想中的办公物业是高层的 纯写楼 选择的动机是对地理位置 办公环境氛围 和对企业形象 价值提升的需要 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 3 客户群对写字楼品质的要求 主要对产品本身 硬件 软件上 都不能含糊 特别是大楼的安全性 通风采光 交通便利 车辆出 入方便 停车的方便 物业服务质量等因素 四 产品定位四 产品定位 根据前述分析 本产品的定位为符合现代气息 特点突出的写字 楼办公物业和娱乐物业 本人建议采用原 马蹄形状 设计方案 五 招商及销售策略五 招商及销售策略 策略核心 策略核心 招商与销售同步进行 招商主要目的是炒热市场 炒热 楼盘 营造声势 为销售打基础 做好充分的准备 对客顾而言是 取消顾客的后顾之忧 对所投资物业充满信心以及对未来的美好憧 景 1 招商策略 招商策略 招商策略的主要思路 招大引小 招大压小招大引小 招大压小 1 招大引小 先引进大商家 通过大商家的品牌形成磁场 效应 吸引中小商家进驻 2 招大压小 对大商家 必须在租金方面给予一定程度的 让利 以便尽快达成合作协议 从而推动其他商家的入驻及销售推 广工作 大商家可以作为砝码用来在与中小商家的租金谈判过程压 制中小商家 提升租金 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 2 招商对象 招商对象 知名品牌 代理商 经营商 加盟商 有较大经营规 模 经营实力的商业机构 有丰富营销经验的地区品牌代理商 有 一定知名度的名人名家 极具特点的特色项目经营商 具有现代市 场意识的新兴产业的实力企业 3 整体构想 整体构想 1 此项目应该采用招商与销售同步进行的办法 以招商来 带动销售 2 尽可能实现带租约销售的办法 3 实行独立式产权进行销售 愿意整体购买者优先 4 招商策略阐述 招商策略阐述 招商的目的在于给销售提供最有力的支持 为业主在购买商 铺及写字楼时增加砝码 促使成交 具体表现为以下几方面 1 能够看到现实的市场状况 不用担心以后的经营问题 2 给整个商务区做一个科学 合理的规划 使之形成一个 整体 能够整体运做 相互带动 形成一个功能强大的商务区域 满足不同的需求 3 打造专业的商务中心 获取最大的投资效益 实现开发 商 业主 商家多赢的局面 4 为销售中提供有力的保障 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 在以上几点的支持下进行销售 来提供整个项目的可信度 同时让此项目成为昆明最有竞争力 最有投资价值和升值潜力的 商务项目 同时也能大大提升东环房地产的良好声誉和形象 以 此作为项目附加值来提升项目的可投资性 最终顺利完成项目的 销售任务 5 本项目要进行功能业态划分 本项目要进行功能业态划分 东环盛世进行功能业态划分的主要理由如下 1 商铺 一楼独立商铺独立销售完毕 如若不进行功能业 态划分以后二 三楼将无人问津 原因是后期业主都担心无法正 常经营 因为商铺的产权 经营权已经分散到每个业主手上 就 会导致业主把商铺随意租给下家 使得商铺没有规划 没有整体 经营管理 最终一片混乱 相互构成影响 出现恶性循环 2 写字楼 通过业态划分以后 显得规范 严谨使写字楼 经营能够统一在一起易提升楼盘高品质 上档次的新形象 6 招商政策 待定 招商政策 待定 1 免 3 个月或半年租金 2 按照租赁时间情况对租金进行优惠 如在开业前入住商 家 给予 5 年内租金八折优惠 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 3 免 2 年物业管理费或者物业管理费打 5 折 4 整体租赁者优先于单层租赁者 单层租赁者优先于小面 积 租赁者 招商方式及推进节奏 招商方式及推进节奏 广而告之 接受预租 租金涨跌公示 招商日锁定 租户 确定业态及租金 商户进场装修 验收试营业 开业 销售策略 销售策略 销售策略可采用二种方案 带租约式销售 或 包租返租式 销售 本人建议以 带租约销售 方案为前题 理由有以下一些原 因 1 带租约销售的阐述 带租约销售的阐述 也就说购买商铺者签订商品房购销合同时必须同时签订商铺 及写字间租赁合同 具体租金 租赁内容和承租者签订的一致 不再采取返租销售或包租销售的原因有以下五个方面 返租销售虽然能提高部分售价 但必须设立商业管理公司 周期太长 且操作复杂 后期有潜在法律风险 返租销售是把基本的租金收益进行了保障 其性质和我们 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 做租金价格公示的目的是一样的 因此如果仅仅是通过返租销 售来起到对售价的支撑作用 我认为没有这个必要 返租销售一般附带回购条件或银行信誉担保 对于公司来 说涉及的协调难度加大 且这类的法律风险一般为连带责任 房地产市场正在经受大的政策环境调整和动荡 虽然目前 仅仅是针对住宅房地产市场 但是不能肯定商业地产的政策会 一直持续不变 阶段划分 阶段划分 1 项目筹备期 2006 年 月 2006 年 月 2 销售蓄水预定期 2006 年 月 2006 年 月 3 开盘期 2006 年 月 2006 年 月 4 强销期 2006 年 月 2006 年 月 5 持续期 2006 年 月 2006 年 月 销售策略及目标 销售策略及目标 项目筹备期 项目筹备期 1 针对目标消费群 制定相应推广策略 价格策略 付 款方式 2 售前的准备工作 A 宣传资料的制作 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is B 广告媒体的选择及宣传计划 C 沙盘的制作 D 售楼部的选择及装修设计 E 销售人员到位及培训 F 与银行 房管局及相关政府部门的协调工作 G 购房合同 定房协议 置业计划书及其它销售道 具的准备工作 H 与本项目施工部门的对接交流工作 3 对现有购房意向性较强的客户进行联系 为预售作好 准备 销售蓄水预定期 销售蓄水预定期 1 进行认筹 排号或发售 VIP 卡活动 主要目的在于了 解市场行情 试探客户对价格和规划设计 户型等的反 映 2 以认购的方式进行截流市场 拴住客户取得市场先机 为正式开盘打下良好基础 3 加大各种媒体的宣传力度以及投放量为开盘造势 4 具有针对性的组织人员进行宣传工作 开盘期 公开发售开盘期 公开发售 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions wit