城市之光整合营销传播案.2830VIP

之目录前··························································································································································································5篇概········································································································································································一认识大丰·················································································································································································二都市规划·················································································································································································三都市总结·················································································································································································第二篇分析········································································································································································一、宏市场分··········································································································································································11····················································································································································································································二、丰房产市场·······································································································································································14································································································14····························································································17·······························································································································································································23···············································································································································································································第三篇··································································································································································一项目分析················································································································································································37··································································································································································································································································································································目WOT析········································································································40二项核卖提····································································································································································43三项目客分····································································································································································44··············································································································································································································四项目定位················································································································································································49··········································································································49······················································································································································································································第四篇营销传播·······································································································································································55一推广前提················································································································································································56二案名解················································································································································································57三主题告·············································································································································································59四推广主题················································································································································································60·························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言·、社会研究析才对特全把握此对销传播案计证相信过敝力必定会开发商无限益第一篇城市概况一、认识大丰

化化悠陆春秋战时期曾产而闻遐迩荟四典著水作者耐里结构200473.05万全非农18.75占总25.3%农55.32占总数全总体心微幅稳究第农村量进常居民入社会经济展迅速比«小康标准»1997全入小差不多现化经济迅进展民收不城居民入7307增10%、

2004二、都市规划事局剧银学电电行事单和企集此行迁该方与前照总方前新此局方单迁此三、都市总结想间第二篇市场分析一、宏观场分析〔〕政2005317其点目第从稳固价第供市场结品供经济用规范供应从土税收导严格范交市场第格从价；二2土收从土价税收2品收税；品3%1.5%

图程度都热降温前存者大抛成二平远始走造成浓厚望者为为度可成热稳大造〔二〕宏观市展望

大力依定从往常遍击转精确面题就剂哪面更规范暴利时代利代定利

二大丰房地产市场〔一〕大丰的土地市场200417553/3179.553179.550.82.006旧层主小层生供应供另特迁安置质较多三趋势：拆迁安主二所盘要集中中心；三盘质要要2005281.2200620072005序号置

出面积〔平方〕

用性质

土使用强度

绿化

建筑计要求

配套施要求

其他1

饰城：东百墅小南至红至新中心，佳装饰

绿地大于，侧设置万佳装饰城相以居住为主，带建密度不于积率地东侧临育红路建米〔套〕净宽不小于米的绿地内标高不低于商业不大于设平室内场栋带2.8米建筑密度不大于积率2

公司：黄路常新侧，红侧，西站

不大于中商业筑密临育路建设无偿提按千分之四供物管商办、住，住度大于积率大于临黄海路主不低于供社用房平位商不于，住办房其中公用房、为主，沿黄海路不3.5居住密度大于，层，底高度不小于于、层供万公不小于辅助用、经营房安排居住密度4.5米平米三栋〕置比例13：不大于容积率不于房3

淮南，人民北路接大临健路，接淮南二厂区

建筑层含层〕沿大四设不小于米高多于三米以上商业、住，业建密度于等于积绿化带小于4000米，建筑以层为主，物用房等红为主小于于平米绿化率小于可少量低层足环境不于〔沿河绿〕建筑分三配建防空司：路南，4

红路常新，道治、百富

商业办、居住建筑密不大于30%积居住为不大于1.4

大于35%

室内标高许于2.8米

物管用房等小区南居住区号建设东侧，农路北，广南路西，临水南侧

居住用

建筑密不大于25%积不大于1.2

不小于

室内标不低于2.6筑面积分之无米偿提供物管房

按总户数40%提供车库，地块内河宽度位置形状不变动按总户数40%提供车库，新区南住区号建设西侧，农路北，朝路西侧临水街侧

居住用

建筑密不大于25%积不大于1.2

不小于

室内标不低于2.6筑面积分之无米偿提供物管房

无偿提供300平位于一二层社区房，提供平米30套〕5

置房栋新区H101号建设西侧，水街北〔含水街路侧健康西路南侧新区号：朝路东侧，水街北〔含水街南西侧健康西路侧

商业用商业用

建筑密不大于50%积不大于2.0建筑密不大于50%积不大于2.0

不小于不小于

临健康路建筑低于4层室内高不小于米临健康路建筑低于4层室内高不小于米

沿临水建设一不小于平米菜场地块南设有临街度10街置、度〔二〕大丰房产市场的供需格局120032.3320042.8421.8%2005200421820%20042003200420042003200420042003其于受到国宏观控阻碍力到阻消费者却入持币待购状大房产市场变化图

土地供面积施工面积新开工面积竣工面积销售面积年04年2200320037.42405.91602004200379.69%48.68%200313.8426.4181029相2004200381总来铺量不多略过专内用房变图

住宅房变化图20.000015.000010.00005.00000.0000

土地用面积施工面积新开工积竣工面积销售面积

14.000012.000010.00008.00006.00004.00002.00000.0000

供用面积施面积新积竣面积销面积03年年

03年年42002〔二〕大丰房产价格走势2050//2730/）均宅）均宅城市价比较4500米方平

2730

40002500（价1000500住0

19802050大丰盐城城市

城市价比较2300/2550/1800200315001800/200518002500〔三〕分类市研究1、住市场研由上对丰地市场供需局的析，够初看大丰宅市的一特点当前场供在少，一点也大丰目前住宅房价不断攀升一个重要缘故。综合来2003年左开始房价上涨和房需求旺盛以下几点缘故：►购房者住房的级换代新推的住宅品质专门提高另外先得营推广念加了房价的升►旧城改造过的大迁造成旺盛的住房需；►外地消费者市场的刺激，一步快了价提高的步。依照丰的土地出情形2004年住宅地供应比上年有了大幅的，信在2005—这些出让地都将逐步转化售面积，时大丰的住宅供应会有一定的提，房价上升放缓可能就显现在那时。宏观策大房市场适度阻。是制了小发的开发，成目前丰宅场比的一个缘故是消费者的阻碍，缘在合理的，消费者对现在的房价不是的，这面宏2

2003101国外理结国费样每—1000平方筑周边众事位型国型住〔幸合样为样位

1/合地差多够意铺作据差多租售结合操作当销售面层价样在/上地28000铺铺租价格15/10/铺销售上售铺在50意铺销售面多3040销售不销差多销销地心地不地能销心作操合铺面〔四〕竞争对分析52212平米占34808平化率52%定位高层收入群➢

沿4080平到140平136㎡计48套㎡计套型100-120平米右➢

1/2300//235➢➢➢

24[法院划职体育都十近硬件采纳框构半下停车考太阳管铺规划52%200401200纳2停采1.8质秀全社氛围贵意庞开发产开发投〕常新路南翔路筑积311328㎡面积226741.54㎡商建筑积54333.97㎡㎡建筑面积15835.16㎡➢1.373建筑27.42%积42.88%16.24%197174.47256802101600//62260902000/20051140022198001800/m1//1400/m22-2.6m212000/m2B38.6m2/m246E63m2m275.5B7E1.5B1013m236.246.76m2A1071m240243.7624370m2123➢➢19号➢

㎡，占地面积约5万50%1///228000/m211000/23200m218013/36027/21/25.5/26m240m2/m23000/m25.5//整体/1064563081.691//110//15//23000/3-6/2300➢

多绩入滞期。然的再的观尽管中央金段滞。〔〕场1、程中进整中后增2、随着地猎度和开发业品提；看于年地展专越越来越地产发开发产、个方进。3、房地后土地、格都。后较意进开远进和进品业牌展品牌丰上4、高大商力度来高5、本身言价时还空间局转第三篇项目分析与定位一、项目分析〔〕目900035%1.35上能看吻个都取府利好〔二〕项目规建议353块多费劲强四绿率提品〔三〕项目优建议

结合使得整气息加重聘请知名公责物治理门当量酒这点重申治理整目分析【项目优势酒店多物体拥良综多种物各物互补品效品多品选择足不需求体样拉5.各不多不物多6.【项目抗性

应剧增期给销售定压住块限住设层高层高层屋别墅多式住宅型选【项目机会

单

【项目威逼

规划就做好抵御预微进展熟高楼盘露弥端瑞苑等高档楼形地地楼盘楼打高二、目核心卖点提炼BP容过机教育三学牌实力碍远面规高学校已定高级牌择牌牌三项目目标客户分析基。有可占重费体费好一个计，以作为项据，能在其费力范内塑出能动们品。筑么子，都应在购买心分析础。合自和特性清、勒出受众面展现新物发念。而、细那来于已潜理行入究挖，过点和为模其必价值和倾，而选出项需，进而其行有矢传。〔一〕住宅目标客户分析121800220071.3%22002600/2000/45%4.5%87%近13%己承担布较均下2200/40%2600/20%面积需求较集约需面积到12020%需面积120到10%需面积140以另外还库较烈需求好车外车考到21完善否时由其定份次举止行其周着引示用属于当让成2当定于其善时生善生时其3〔二〕商业目标客户分析水平水平购买以及择交通方等方面量论下形觉意块近购置用有这几有3555平510有3

66%4

素仅于格对丰个热消进行打评价政邻其本块；升潜块城四、项目定位〔一〕项目总定位[][][][]〔二〕品牌形定位、三今牢活框架应开由打链都支持与递息们守承我者间事上姆·〈市中地标[居—；品文][][][]宅[四可复制之打造停纯豪宅际等概念上其最故确实断绝来者仿复制源于市场的定，吻合客户的喜，排斥同类的竞争，成营销立即开始！〔三〕项目定支持要树立本案的鲜亮形象，必须予以强有力的核支持，如此这一项目形象才是满的，才是活的【四大支持】◆核心地本案位大丰市核心地段也是新老城区的汇点。在大丰城这是仅剩的几块华地带的待建项用地，其宝贵之处而易见。这也是案一个大优势，个不可复制的绝优势。◆文化教本案北面有划中的起小学一和丰第三学大丰市列二育资谓丰实。越越来重视女教育的大丰人说，择校而居是种内心的冲动，父母对子女无私关怀的中表达，因此本的教资源也是目品牌形象的强力的支持◆机关单位本案周边众多事单、政关、国有大型企业中此如事局、审计局、政批心中国银行、移动司、电信厦等等。这些单的集合，一方面升了项目地块的济价值，另一方也说明了本案的目标客都拥有一个相对较高的社会地位，是大丰市的上流社会，因此这一点也是本案项目形象的重要支持。

先进规划本案的划其动身点确实要打造大丰的都地标，因此不管项目的建筑档次项目的规划要求依旧设计到细上的用、物业理等方面差不上以地标准进行的，此本案一从项规划、建筑、理上差多支持项的形象位教育故局乡中智教育故局乡中智能物【位撑构光区文化教育

核心地段

先进规划卖解

卖解

卖解规第划三高中学小学

施

……

众众多多市大机型关心单业位

经济价值高

生活服务方便

……

高级建材

品牌化业

顶级品质

……第四篇传播一、推广前提12软配仅仅达优更层次达议规划时期需聘请牌业司申国物规划达此两大前提先行出，一次性度入市，以不企及的高姿势冲击龙混杂的平淡市，一改丰楼盘推上缓和进式的老套路本案必将为楼市一枝独的绩优股。二、案名解析值运用〝视觉化〞语言，制造一种意境，一种感，一种审美价值。在品质无可剔的前提下，案名的好坏起着一不可忽视的、具有隐性意义关键，不仅能促销，还能升价值包括楼盘人文值品牌值等系列形资价值，不仅使企业的形资产值转为有形货币价格，从而楼增和热销因此楼盘称对地产营有三个足轻重重要。〝人如其，楼也得其〞。突破购房者的心理线是物业先锋；物业性格和写照个表达；物业推广的基石。名——恒迪·都市之光—[案前缀〝恒迪〞二字，截了当引领受众对恒迪集团品的偏[〝都市之〞立意高，有都市中央、顶点之气，更不露霸道无理之言词，温文尔，君子之名][〝都市之〞有万归宗之意向，形象而生动地明了地标性建筑的特]备名三、主题广告语—留给的辉——[居于][都市中央段，经典人一辈子商机无][都市地标筑，缔造以后光辉]】门空间，专门活生荣耀传世经功路，专门四、推广主题鸣可缺〔〕题、和复制至在方超何幸超逼呢实们可超〔二〕全新推主题【大丰市心标复合社区五、主题运作贯穿始终的营销推广主题贯穿始终的市场解说主题

国家能化范小区大丰市中心地标性复合社区商办合品楼复合区—方物业择商住办中央版段—丰市心剩金段择而—大第中学规小全支主题的运作

品牌证—迪团实支，地信过的型业一现包装贯穿终视识主题贯穿始终的、PR活动划主题

户广告展现媒广告宣传专评、讨活工地重节点活绕题〝大丰市首席多维地标建筑〞力表达出地标建筑煌气概可复制贵依照大市项面市期需放大户外紧是牌箱旗等种外主楼告知传播告诉客户盘名楼盘含物业类楼盘档次、楼地理位置。报宣传等媒户外要紧主项目标性。象业贵市性、业、物不是不是项不