房地產(chǎn)營銷策劃實戰(zhàn)案例Realestatemarketingplanningactualcase

房地產(chǎn)營銷籌劃實戰(zhàn)案例（Realestatemarketingplanningactualcase）ThisarticleiscontributedbyningningzhengPptdocumentsmayexperiencepoorbrowsingontheWAPside.ItisrecommendedthatyoufirstselectTXT,ordownloadthesourcefiletothelocalview.M3SARMarketingpromotionrecommendation2023annualmarketingrecommendation2023October2023Thisreportwillfocusonthefollowingissues???Thecurrentmarketingproblems,theestablishmentofthecasename,M3specialzoneprojectmarketingthemeestablishment,promotionstagedivisionandeachpromotionstagedisseminationtheme,promotionmethoduseprincipleandpromotionponder[M3SAR]SARPUSHwideCatalogThefirstpart:thepromotionoftheproblemsandsolutions?Partsecond:promotionstrategy(theestablishmentofvariousstagesofspreading(Theme)thedisseminationofthecontentsandthinkingwiththemedia(media)combinationplan)?Thethirdpart:thepromotionofthinking[M3SAR]CurrentproblemsinpromotionAsawholepackageofthiscasetheyear2023therearefourproblems?Oneis(advertising),realestatemarketinShanghaiafteritsdebut,noimpacteffect,especiallytheadvertisingthemeisnotclear,givingaveryconfusingandcomplexfeeling?Two(mediagroup,mediaetc.)acombinationofmorecasual,nottoconcentratesuperiorforces,formedthecommunicationeffectinthemainstreammedia[M3SAR]CurrentproblemsinpromotionThree,(themepositioning)asthethemeofthepositioningofthecaseisnotaccurate,notsolvethe"housesold"problemcausedbycustomerqualityisnothigh,not"nocustomersbutdidnotfindthecustomer"isfour,(marketingtheme)canbesaidM3SARnomarketingtheme,"whatdidnotsolveisthehouse,didnotgiveusadirectconcept,forexample,thethoughtofM3DC,thought"27towernearthe70M2penthouseroomsorthatdidnotgivepeopleasimplefeeling:"thishouseisacharacteristicof"apartmentlayout.[M3SAR]CurrentproblemsinpromotionBasedontheabove,inthecaseofthepromotiondidnotsolvethe"houseiswhathouse"thehousewassoldtothewho"and"howtosellthehouse"problemevenworseisthatthecase(M3DC)isnotveryreasonable,somanypeopledonotunderstandwhatisthemeaningofthespecial,where.WhyisitcalledM3SARandsoon[M3SAR]CurrentpromotionalsolutionsWewillidentifyoverallpromotionideasfromtheabovefouraspectsoftherealestateadvertisingproject?A,reselectthecase?Two,theestablishmentofmarketingtheme?Three,lookingfortheconceptofthetheme?Four,customerorientationchoicefive,combinationofthemedia?[M3SAR]GeneralideaofprojectpromotionTheprincipleof"fourbigcampaign,theamountofpounds"-savemarketingcosts,withthe"BaoLonghuacourt"and"SilverPalace"marketingpeople,anoccasiontoattack,becauseonlyourrealestateislikelytoretaintheircustomers?Sticktwofist,pressingtheoldrivals,bewareofnewcompetitors?Fromthe"M3zone"myspace,Icalltheshots",thethemefunctionofsellingfreshrelease,andletthe"M3zone"isdifferentfromthethreecorepoint,othercompetitiverealestatedowntown,purecompound,threeaspectsoflarge-sizedapartmentwerestronghigh-altitudebombingandmassmediarelease?Theactivitiesofgroundpromotioncombination[M3SAR]SelectionofcasenameThecaseselectionprincipletoachievethefollowingthreerequirements,duetotheuniquenessofthecaseofthecaseoftheapartmentlayout,sotheselectioncannotfollowtheroutine,tofacilitatememorytwo,tothecaseofthedowntowncoresellingreal,purecompound,hasdirecteffectonpropagationoflarge-sizedapartmentthree,tomeetthepsychologicalcharacteristicsoftargetcustomers[M3SAR]SelectionofcasenameAtticofdesireThepurecompoundstructureofthecasetoexplainthecaseofdesirearestylishloftapartmentlayoutfeaturesrepresentthetype70squaremetersrepresentsakindofmentalstate,everyonehastheirownideal,weareherefromthecustomer'sperspectivetounderstandthedesireforideal[M3SAR]SelectionofcasenametwoEmotionalostrichThecaseoftheinterpretationofthiscasebelongstothetypeofavant-gardefashionpeoplearesentimental,duetothecharacteristicsofourhouseandtheotherhasagreatdifference,soweboughtourhouseiscertainlyamoresensibleostrichisatallanimal,coincidentwiththecomplexstructureofourapartmentlayout[M3SAR]SelectionofcasenamethreeHighnestfamilyThecaseoftheinterpretationofthiscasebelongstohighnestpracticalfashiononbehalfofthedualstructureofourapartmentlayout,andcoincidewearesmallhigh-risestructureandtargetlevelofpsychologicalneeds[M3SAR]SelectionofcasenamefourModern.TopThenameofthecaseisEnglishinmoderninterpretationof"fashion"meaningrepresentationcombinedwithmodern.TopEnglishtopfashionwillbegreatinthevisualimpactonthestrength[M3SAR]SelectionofcasenameThenameofourcaseis:Desireloft(preferred)highnestfamily(alternate)[M3SAR]Theestablishmentofmarketingtheme(1)Therearefourmarketingthemesforscreening:ThereisonlyonedowntownareainShanghai,andthe"desireloft"isinthecenterofthecitycenter[M3SAR]Establishmentofmarketingtheme(two)Atticofdesire-dreamofachievingupperclass[M3SAR]Establishmentofmarketingtheme(three)DesireLoft-myworld,mydowntownarea[M3SAR]Establishmentofmarketingtheme(four)DesireLoft-myspace,Idecide[M3SAR]Establishmentofmarketingtheme(five)LustLoft-realdowntown,realhome[M3SAR]Establishmentofmarketingtheme(six)Atticofdesire-apersonwhohasastrongdesireforcareerandlife[M3SAR]EstablishmentofmarketingthemeAccordingtotheabovesixmarketingtheme,werecommendthemarketingthemeThereisonlyonedowntownareainShanghai,andthe"desireloft"isinthecenterofthecitycenter[M3SAR]ThesearchforconceptualthemesTheconceptualthemeofthecaseisThefirst4Sresidenceinthecitycentre[M3SAR]ThesearchforconceptualthemesExplanationof4SSun(realsunshineresidential)4,8meterswide,11metersdeepintotheonlySecond(fullduplexresidential)65-74M2South(fullduplexstructureofSouthSouth,NorthandSouthYuestructure)alllightventilationdesignSpirit(theme,spirit)inthecenterofthedesirePavilion,70sexclusiveresidential[M3SAR]ThesearchforconceptualthemesItshouldbenotedthatsincethecaseisrepositioned,itisnotappropriatetoproposeanewconcept,soweonlyneedtoputitinafixedforminthesellingpointofthecopy:Thiscaseisfashionableandnotpreparedforall.Itisfashionableandnotpreparedforall.Itisonlyforthethoughtanddesireofthecause[M3SAR]CustomerpositioningoptionsWhereisourcustomer?(retail)+(investment),trendyyoung+discerninginvestors[M3SAR]Customerpositioningoptions(retail)Individualcharacteristics:?Theirageisabout30yearsold,maletofemaleratiowas55:45,themaleaccountedformuch?Inthecaseofpotentialcustomersshouldbeunwillingtomediocrityandthepursuitoffashion"aspirantyouth",oneoftheculturalcharacteristicsincommonisyoung,energetic,ideologicalguardforward,especiallyactivethinking,inthestruggleoflife.Specialpractitionerinspecialindustry[M3SAR]Customerpositioningoptions(retail)Thetargetgroupofhumanisticcharacteristicsincommonofthetwoisbusy,busy,busywiththeircommunication,convenienceoftrafficdemanding?Mostoftheminreallifetobeargreaterresponsibilityandpressure,inturn,theydemandmoreonthe"home"Emphasizeindividuality,comfort,andtotalfreedom;[M3SAR]Customerpositioningoptions(investors)Mostofthemaresuccessfulpeoplewhoinvestinmanyplaces,suchasstocks,futures,etc..TheyhaveoriginalvisionandexcellentjudgementTheirunderstandingoftherealestatethanoursalesstaffalsodeeptheirstrongsenseofinvestment,isgenerallynoteasytochangetheideaoftheirrealestatelocationsrequireveryhigh(higherinvestmentreturns)particularlysensitivetotheirreturnoninvestment(ROIfast)theirpropertythelaunchdateofthemorestringentrequirements(returntoearly)[M3SAR]MediacompositionstrategyInviewofthesizeofthiscaseisnotlarge,Huxingspecial,advertisingcostsless,inviewofthesizeofthecaseisnotlarge,Huxingspecial,lessadvertisingcosts,wesuggestthatthemediaportfoliostrategy:strategyfor:Dahehardadvertising+Shanghaieveningsoftarticle+DMDMsingle+TVmedia[M3SAR]Mediamixstrategy(newspaper)Inthenewspapermedia,ourpurposeistoformastrongimpactinashortperiodoftime.Inthenewspapermedia,ourpurposeistoformastrongshockflowinashorttime,AllinhardadvertisingDaheputallsoftadvertisementintheShanghaieveningnewsonDahetake"intermittent"take"intermittent"strategytodoShanghaiversionofCinthenewspaperonthefirsteditionofC)toeliminatetheretail(Shanghaiversion)destroyretailandAwithintheprovincelookingforinvestmentthendotheAorBversionwithinthescopeofthesearchforinvestment[M3SAR]Mediacompositionstrategy(TV)Inthetelevisionmedia,theTVmedia,werecommendtheuseoftenisverycreativeadvertisingtoincreasethevisibilityofthecaseHighlycreativeTVcommercialsThepopularityoftheprojectwillbegreatlyimprovedintheshortterm,andthepopularityoftheprojectwillimproverapidlyintheshortterm"[M3SAR]Themediamixstrategy(DM)DMhasthreepurposesTheuseofDMinthecarpetcoverageofthesurroundingareaofthesurroundingareatocustomers,DMA.customersusingDMinthecarpetcoverageofthesurroundingareatocustomers,tothesurroundingareaswiththeintentionofcustomersreceivedDMthreetimes,threetimesmorethanDMdomainhasreceivedintentioncustomerDMmorethanthreetimes.FrankfurtquicklyclearedthecustomerB.tonearbymarketcompetitioneffectivelyblockedC.onspecialindustryforpayment[M3SAR]ThemainlineofprojectpromotionPromotionpolicyof"twolinesoflightandshade"[M3SAR]Mainlineofprojectpromotion(openline)"Hardlineof"directtargetcustomershearts,becausethebodyisnotthecase,theadvertisingexpensesislimited,sobesuretooutofJones,inordertoachievethe"borrowedboat"?Inhardadvertisementsinthemainstreammedia"daihebao"fortheposition,throughthetexteffecteffectivelyandaccurately,highquality,effectiveconveytherealestateinformationontelevisioninShanghai,asetoftwo,ageneralprincipleisTheformationof"inthemediacombinationandgetridof"burst"inmediaontheformationof"burst"and"getridofscattering"[M3SAR]Themainprojects(concealedarticles)Inthedarkquietwayof"soft"targetcustomersthroughthebrain,softnewsandsoftadvertisingandotherformsofourtargetcustomers'interest,hobbies,personality,andtheirangerandhappinesspurchasehabitsaredescribedindetail,withtheirpsychologicalneedsActivelycooperatewiththelinefromthesideofthedarklineopentocontrastandecho[M3SAR]Themainlineofprojectpromotion(openwirechapter)Duringtheperiodofstrongsales,mainlyinthehardadvertisingsellingreleaseisthemainforminthefoundationforpredigestionofthecustomers,totheprojectitselfgoodpricetoattractnewcustomersthroughfashion,avant-garde,hardadvertisingformconciseeffectiveimpactontheformationofcustomers?AlsoeffectivelyinterceptontheSilverPalaceandBaolongVistarallyaction,hardadvertisingtothemainstreammediatooccasion,hardadvertisingmainstreammedia,tosupplementactivitiesTowin[M3SAR]Themainlineofprojectpromotion(openwirechapter)Inthedurationoftheproject,"double"and"totalprice"asthemaindemandpoint,fromhardadvertising,televisionmediacombinationofthree-dimensionalattack,soastodistinguishthepurposeofcompetition.AdvertisingandSPactivitiesareneckandneck,advertisingandactivitiesareneckandneckThawwin[M3SAR]Themainlineofprojectpromotion(openwirechapter)Duringtheperiodoflateintheproject?WewilluseoneofthebiggestadvantagesofrecessiveM3SAR,targetcustomersandpureperceptualidentity,locationoftheproject,thentakethepolicytotargetcustomersfortargetedadvertising(forexample,inthiscaseonlyforthenightisstillaroundthe12:00for9:00,timehasenteredthedreamofpeopledonothavethedesire,thecasehasastrongdesiretodesiretheatticofcareerandlifeofthepeople)Somethingmustbedone,somethingmustbedone"[M3SAR]ThreephasesofprojectpromotionanddisseminationThefirststage:theexpansionofthesurfacetosolvetheproblemofawarenessoftheproject,thesecondstage:thequalityofcomplete(tosolvetheprojectreputationissues)Thethirdstage:quasidocking(tosolveprojectloyaltyissues)November2023DecemberApril2023[M3SAR]Stagedisseminationobjectivesandthemes(preheatperiod(preheatperiod-openingperiod)Adheretothepolicyof"twohands",weshouldstarttwowarsintheearlystage.Awartosolvetheproblemof"expansionoftheface",awarisapartialwarinthecityOurstagedisseminationobjectivesandthemes(preheatperiod-openingperiod)ThesecondfistwasapartialwarConcentrationofsuperiorforcesinthecityareatofightawarofannihilation(thespecificstepsareasfollows):EastandWestAvenueandSouthStreetintersectionofbillboardstoredo,withagoodvisualguidingrole.Thecarpetfortheclosureofforeshadowingbyclampingthepagesofnewspaper"highfrequency"and"highdensity"ofTubeCitybombing,Frankfurtwithin2kilometerswiththeintentionofcustomerseachreceivedDMthreetimes,resultinginM3SARtobigactionphenomenon.M3specialzone"fourbigactivities"shockwaveSecond,hightideperiod,risingperiod,beddingperiod,firstclimaxperiodOurstagedisseminationaimsandthemes(strongsellingperiod)Afterastrongspreadofthewarm-upperiod,therewillbeseveraleffectsTheregionalcustomers(tubecityandpartofjinshuiqucustomers)coveringtheuseofadvertisingrealizetheeffectivedistinctionbetweencompetitors,toachieveahighpressuresituationofcompetitors?Moreimportantly,nearrealestateintheendtorally,toformtheirownreleasesituation,wecanjustusethismentalityplaytimedifference"ThiswillprovideaneffectivetoolforleveragingourstrengthsThetruewisdomistomakegooduseofthewisdomofothers,andthetruepoweristomakegooduseofthepowerofothersOurstage,dissemination,purpose,andtheme(duration)Enhanceprices,reflecttheinterestsoftheprojectandthepotentialforappreciation,continuousSPactivitiesofthetransactioncustomershavepreferentialmeasures,forexample,withthesigningofthetransactionhasbeenacustomer'scommitmenttoathousandwords,Customertransactionscanenjoyfreepropertymanagementfeesandothermeasures(specifictosubmit)?"Quasidocking"isouraimofdisseminationwill.Wewillstart"interestmarketing"and"experientialmarketing"twomajorformsofmarketing(M3SARprojectduration)ourstage,dissemination,purposeandthemeThisisatoughbattleOurstage,dissemination,purpose,andtheme(duration)Start"killerscissors"program,start"killerscissors",wewilltakecareofallsellingpointsonthebasisofthe"totalprice"and"pureduplex"thesetwouniquesellingpointof"airandseaTrinity"three-dimensionalbombingtactics(M3SARprojectduration)ourstagemodeofcommunicationEntertheconsolidationperiodafterthestrongsalesperiod,todigesttheclientaftertheimplementationof"killercut"plan,tomeetthesecondpeakperiod,thisisanuphillbattleofcontrol,pindogood,solvetheproblemwouldberelativelyeasy,butbecauseofourpreviousislowinthecity,isboundtohighfrequency,thesalespriceofsmallradianpriceadjustment,thepriceatthistime,theresistancehasbeenhighlightedbythisproblemwillimprovethequalityoftheprojecttoimprovethefundamentalsolutionoftheprice.(M3specialdistrict)howdoyouplaytheinvestmentcard?WewillstarttheinvestorsFiveinvestmentplans(M3specialzone)howtoplaytheinvestmentcard(one)?Privatebuyers(usuallybuyone)Bycomparisonofthedatashowsthat"buythanrent"forexample:tobuya65squaremeterapartment,1650yuanforthemonth,andinthevicinityofthemonthlyrentto3200yuan,whichlaunchedthe"buythanrentgood"(M3specialzone)howtoplaytheinvestmentcard(two)?FouryearrepaymentplanforinvestmentbuyersBuyasetof65squaremetresofduplexresidential,for1650yuan,whileinthevicinityofrentalhousingneedsabout3200yuanpermonth,soastorecoverthecostoffouryears(downpayment30thousand,earn17800yuanayear,fouryearsbacktopay)(M3specialzone)howtoplaytheinvestmentcard(three)?Torentwithnurturingbuyers(usuallybuy2-3sets)Buytwosets,ahome,arental,therentalpriceof3200yuanminus1650yuanmonthlymortgage,earn1550yuanamonth,justenoughtolivethatabankmortgagethehousepriceshockCenterlaunched5460yuan/squaremeterThisexamplecanbeextendedasfollows:forexample,aslongasyouhavetheeye,inthecitycenter5460yuan/squaremeters,youcaneasilysell(tentative)citycentermillionaireproductionlineofficiallylaunched(tentative)(M3specialzone)howtoplaythei