房地產(chǎn)營銷推廣策劃案

城市島居灣岸筑品

鴻瑞熙龍灣整合營銷推廣策劃案2欲知花島處，水上覓紅云。奉和虢州劉給事使君三堂新題《二十一詠·花島》前言隔著寬闊的江水，無法看清花島的真面目，只是隱約可見遠(yuǎn)方似有一片紅色的云彩，那就是花島的具體位置。遠(yuǎn)望如紅云，則近處其花之繁盛可以想見：沐浴清晨的陽光、輕盈悠閑的白鷺、波光粼粼的河面、郁郁蔥蔥的河岸，還有那連接城市的橋廊……“熙”在漢語詞典中意為“振興、光明”，“熙龍灣”顧名思義即巨龍騰飛。鴻瑞熙龍灣位于中江大道中斷西側(cè)，緊鄰蕪湖市一中新校區(qū)，蕪湖市首座“城市濕地公園”緊靠項(xiàng)目北側(cè)，在鴻瑞熙龍灣可以將波光粼粼的湖面盡收眼底，更能體會(huì)落霞與孤鶩齊飛的迷人意境……熙龍灣三面臨水，天然島嶼，原生湖景與人工湖景相輔相稱，全面呈現(xiàn)“城市島居、灣岸筑品”的高尚生活模式。水景地產(chǎn),特色別墅,宜居生態(tài)地產(chǎn)項(xiàng)目緊鄰三千多畝的濕地公園，具有優(yōu)質(zhì)自然生態(tài)水景，將帶給江城人民高端的原生態(tài)濕地生活方式。在市場調(diào)查分析基礎(chǔ)上，我們把熙龍灣天然賦予的島嶼附上“優(yōu)雅、浪漫、閑適、唯美”的島居理念，將城市高知階層的需求用島居的方式演繹，實(shí)現(xiàn)建筑、環(huán)境與人居的和諧統(tǒng)一。注重培養(yǎng)消費(fèi)者“島居價(jià)值觀”，用新居住生活方式的居住理念，通過事件營銷（島居文化研討會(huì)等）和體驗(yàn)式營銷（樣板房），與最有價(jià)值的消費(fèi)者保持長期的緊密聯(lián)系，樹立熙龍灣新生活、高品質(zhì)的品牌形象。

本策劃案以整合營銷為策略重點(diǎn)，讓客戶盡可能的了解鴻瑞·熙龍灣，充分詮釋、解讀項(xiàng)目的價(jià)值，促進(jìn)產(chǎn)品銷售；極大提高鴻瑞·熙龍灣商品的知名度和認(rèn)知度。加強(qiáng)社會(huì)公眾對(duì)鴻瑞房產(chǎn)和熙龍灣品牌的印象，提高企業(yè)的美譽(yù)度，樹立企業(yè)良好的形象。3第一章背景梳理

1、熙龍灣三面環(huán)水的優(yōu)質(zhì)環(huán)境資源···················································································

72、區(qū)域內(nèi)樓盤集中上市競爭激烈·······················································································83、目標(biāo)客群鎖定穩(wěn)定資產(chǎn)層·························································································

·······94、SWOT分析·······················································································································10第二章悅居：推廣策略

1、全面打造城市島居概念·····································································································

112、“以我為主”的競爭策略······································································································143、雙線并行的傳播總策略······································································································154、以事件營銷為主的區(qū)域營銷戰(zhàn)略····················································································165、先聲奪人的營銷推廣步驟······························································································176、小眾制勝大眾為輔的媒介推廣戰(zhàn)略··················································································18第三章悅動(dòng)：活動(dòng)營銷1、全方位的推廣宣傳開啟島居元年

····················································································202、島居之悅初創(chuàng)品牌形象··································································································243、心悅之享打造品牌意境·······································

····························································27第四章悅品：視覺表現(xiàn)

1、厚重沉穩(wěn)的logo設(shè)計(jì)········································································································28

2、各媒體設(shè)計(jì)表現(xiàn)··················································································································293、應(yīng)用系統(tǒng)表現(xiàn)·············

·········································································································30第五章營銷費(fèi)用總預(yù)算

總營銷運(yùn)算····························································································································32目錄4表一提綱摘要·································································································································6表二樓盤戶型·································································································································7表三競爭對(duì)手·································································································································8表四城市島居概念表·····················································································································11表五雙線并行策略·······················································································································15表六廣告推廣體系·······················································································································15表七

工作安排表··························································································································26表八媒介安排表····························································································································27表九總營銷費(fèi)用····························································································································30圖表目錄圖一熙龍灣規(guī)劃圖····································································································6圖二熙龍灣區(qū)域圖·······································································································6圖三社會(huì)結(jié)構(gòu)體系模擬圖···

·······················································································8圖四桃花島示意圖······································································································11圖五優(yōu)雅島居示意圖···································································································11圖六熙龍灣半島示意圖································································································14圖七四面環(huán)水示意圖·································································································14圖八熙龍灣推盤圖··········································································································17圖九主持人效果圖·····································································································17圖十熙龍灣導(dǎo)游車示意圖····························································································19圖十一熙龍灣停車指引員示意圖·······················································································19圖十二熙龍灣迎賓員示意圖·······························································································19圖十三熙龍灣生態(tài)示意圖①·······························································································22圖十四熙龍灣生態(tài)示意圖②······························································································22圖十五熙龍灣報(bào)廣圖······································································································29圖十六熙龍灣高炮圖①·····································································································29圖十七熙龍灣高炮圖②·····································································································29圖十八熙龍灣戶外大牌圖···································································································29圖十九熙龍灣路牌廣告圖··································································································30圖二十熙龍灣網(wǎng)絡(luò)廣告圖···································································································30圖二十一熙龍灣延展-售樓部······························································································30圖二十二熙龍灣延展-手提袋圖····························································································30圖二十三熙龍灣延展-售樓部圖····························································································31圖二十四熙龍灣延展-書圖···································································································31圖二十五熙龍灣延展-小區(qū)標(biāo)志牌圖······················································································31圖二十六熙龍灣延展-小區(qū)圖·································································································3156認(rèn)識(shí)自我明確目標(biāo)制定策略采取行動(dòng)形象包裝視覺表現(xiàn)目標(biāo)市場傳播策略執(zhí)行計(jì)劃傳播目標(biāo)產(chǎn)品梳理產(chǎn)品概念目標(biāo)人群競爭策略推廣計(jì)劃表工作執(zhí)行表推廣策略產(chǎn)品符號(hào)市場導(dǎo)入建議形成推廣體系營銷策略logo現(xiàn)場包裝廣告示例提綱摘要表一提綱摘要表7圖一熙龍灣規(guī)劃圖圖二熙龍灣區(qū)域圖1、熙龍灣三面環(huán)水的優(yōu)質(zhì)環(huán)境資源

未來居住中心如今地塊周邊有東部星城、東方紅郡、大觀花園等目在建、在售，根據(jù)國土資源局土地出讓計(jì)劃顯示，未來，城東將是蕪湖的土地出讓主力區(qū)塊，是未來的住中心。產(chǎn)品類型：高層、排屋、花園洋房主力戶型：120平米以下，別墅216-336平米?？倯魯?shù)：704戶120㎡以下120—150㎡復(fù)式215—237㎡別墅218—336㎡426套(61%)234（32.8%）24套（3.4%）20套（2.8%）第一章背景梳理表二樓盤戶型表82、區(qū)塔域內(nèi)失樓盤布集中覆上市相競爭盾激烈潛在項(xiàng)目位置規(guī)模開盤時(shí)間業(yè)態(tài)方式上海正地項(xiàng)目三譚音悅對(duì)面31萬㎡(住宅17萬㎡）2011年商業(yè)、住宅蘇寧環(huán)球項(xiàng)目政務(wù)中心東門旁80萬㎡(住宅55萬㎡）2011年商業(yè)、住宅益安置業(yè)項(xiàng)目政務(wù)中心西門旁34萬2011年住宅未來鍋一年校中，漫城東獸新區(qū)火潛在賺供應(yīng)撤量較夾大，補(bǔ)將會(huì)渾集中稱上市扁亮相承，這仇種競蓬爭態(tài)昏勢(shì)也宿為本至案提請(qǐng)出了引操作目要求宏：必獨(dú)須走趙一條“和鈴而不訂同”的推零廣路款線。天“和捏”即夾憑借泰眾多飼項(xiàng)目譜的紛朗紛亮咱相，愿一同討制造持區(qū)域告地塊軍的利跟好聲弄?jiǎng)荨Ｇ小安桓竿本叩氖怯?，必膛須?qiáng)炸調(diào)項(xiàng)炎目自宴身的跌特點(diǎn)賭和品厭牌優(yōu)窗勢(shì)，芬而避壓免單姐純的球低層不面產(chǎn)暴品價(jià)柜格競造爭。表三競爭殿對(duì)手文分析處表各界哄人士貌對(duì)城驚東區(qū)狡域的國看法眨：專業(yè)彈人士系：對(duì)惑城東逃的未皇來規(guī)也劃發(fā)梳展清臣晰，富認(rèn)可將城東洋的未輸來前俗景、英發(fā)展笨潛力羊的同獨(dú)時(shí)，拌對(duì)于掩區(qū)域勢(shì)成熟貴度的霧時(shí)間樣信心杠不足肺；蕪湖制市民持：對(duì)武城東經(jīng)認(rèn)可寸其未留來發(fā)踩展，倚但覺吳得和筍自己雙關(guān)系拋不大劍，而削且認(rèn)芬為目春前城牙東交炭通和夢(mèng)居住時(shí)配套誘缺失跳，其繭對(duì)城旁東心憑理距叉離大飼于實(shí)瞧際距丙離。潛在倍客戶糕：對(duì)扶城東蓬的規(guī)也劃較主熟悉毒，對(duì)技未來披的發(fā)蓬展很漂樂觀德，認(rèn)腸為其匙具備侄成為臭高檔勢(shì)住宅情集群屈的潛薯力，仔看好紙?jiān)搮^(qū)虧域未屯來的慎投資醉價(jià)值育。93、目版標(biāo)客澡群鎖婦定穩(wěn)向定資扛產(chǎn)層財(cái)富暴頂層穩(wěn)定吵資產(chǎn)嶄層富裕鵲市民蠟階層市民豈階層赤貧軌階層圖三育社會(huì)泡結(jié)構(gòu)瓶體系但模擬飽圖本案引的產(chǎn)情品價(jià)亦值與匪特征卸直接腔決定唱了目蘋標(biāo)客圓群的重階層卷取向急。他旦們來煩自于冰社會(huì)界經(jīng)濟(jì)嫩體系歡中接忠近層毒峰的質(zhì)部分談（也征有部綱分客壓戶來詠?zhàn)孕旅踪Y產(chǎn)減層）啟。在積材累財(cái)門富的橫過程亂中，頭他們父已經(jīng)賺進(jìn)入窯到財(cái)屈富的案穩(wěn)定至期或刪擁有旗穩(wěn)定家的財(cái)班富收蓄入，像故經(jīng)氧濟(jì)體宿系又鼻將其獵稱為域：穩(wěn)吩定資肆產(chǎn)層味。他們聾心目己中的匠天堂欠前三劍位的風(fēng)是“風(fēng)光駱宜人犁的夏栗威夷”、“優(yōu)雅宅的巴黃黎”、“閑適爽的威緩尼斯”，可恩以發(fā)廁現(xiàn)購記房者與對(duì)自王己獨(dú)筒特的嘉見解俊，他柏們有破品味委，對(duì)狡閑適寸、優(yōu)蠢雅、認(rèn)環(huán)境歌優(yōu)美乖的生底活青凱睞有貍加。他們拴看重雁的生蹦活要險(xiǎn)素主獅要是夜健康貢、自呢然、祖有品囑位和攝典雅蹲、寧賴靜。本案捎目標(biāo)局客群房誠的類滑型：1）斜剛需季改善雪型客濱戶：球關(guān)注坑品質(zhì)判，追諷求生偉活便潛利性煮，對(duì)莊價(jià)格收敏感亞度低診；2）電改善頁投資畜型客宅戶：橫對(duì)項(xiàng)渠目整避體素睛質(zhì)要輸求較華高，哭選擇遠(yuǎn)面廣落，注鮮重實(shí)赤際；3）翅資源耐占取摟型客機(jī)戶：欄認(rèn)可女城東物價(jià)值搞，對(duì)莊產(chǎn)品府和環(huán)艇境資祖源要糾求高系，對(duì)膠價(jià)格鵲不敏鵲感。客戶伯生活藏狀態(tài)鍬描摹百：1）保他們疼是閱曉歷豐斑富，希眼界亮開闊府，有同鑒賞唇力的聽一群果人；但他們吹是城塑市的熟領(lǐng)袖選，資桃本的芹掌控價(jià)著，有著山敬仰再的地任位的綿一群推人；哀他們洽是有建著自桿己的菊圈子怖，圈盆子活睡動(dòng)是感他們療生活擁的重革要組繁成部掩分的一哭群人帳。2）脾他們帝是城艦市的鑼中層語力量嫩，有魯一定仍經(jīng)濟(jì)扭基礎(chǔ)宋，不燙愿遠(yuǎn)丙離城怖市繁迷華，蛾希望況給家萄人與招自己屑一個(gè)好的獨(dú)居住廢場所村與環(huán)奪境。10①S摧tr瞧en日gt蛇h(yuǎn)１）趨資源陣優(yōu)勢(shì)棕：本致案具塵備絕涌無僅曉有的芽城市吩濕地欲公園咐等優(yōu)蹄質(zhì)自羨然資村源；2）區(qū)潮位優(yōu)遙勢(shì)：陜城東焰核心錢區(qū)域逗，蕪鞠湖城漿市未月來居振住中悟心，罵高端載產(chǎn)品妄規(guī)劃汽；3)城東順板塊井為蕪車湖重潤點(diǎn)外羊擴(kuò)區(qū)話域，啄未來大價(jià)值播有較熊大提哪升空透間；②We苦ak接ne鋒ss1）多生活招基礎(chǔ)要配套攤設(shè)施頂不完著善；2）其交通格不便冤利，裂公共嗎交通鉗設(shè)施欣少；3）斷開發(fā)泄商知叼名度封低，殿市民未認(rèn)知川度不悶高。③O證pp并or林tu燃ni共ty1）近年峰來，孤蕪湖晌市大昂力推艙行“共東擴(kuò)套南進(jìn)竄”發(fā)租展戰(zhàn)稱略，罪城東陪成為張蕪湖炸未來其重要朽發(fā)展們方向倉之一想；2）赤在行甲政手弄段打菜壓房昏價(jià)向下槳和市場躲自然簡向上昌之間產(chǎn)的博沃弈過甘程中你,穩(wěn)濁步上績漲的共趨勢(shì)復(fù)將成注為未來的竹趨勢(shì)講；3）蕪湖屈市場謝表現(xiàn)愿為受撿政策蠶調(diào)整籌影響暑較為尼明顯銜，但貫同時(shí)冠也受伴供應(yīng)瓜變化衫起伏打的影遵響；④Th竹re驅(qū)at牙s1）政府聰調(diào)整精房地蛇產(chǎn)制紛度改包革的并決心魔不會(huì)芽更改倘，未忘來政音策將笛日趨餅嚴(yán)峻卷；2）各周圍哀各個(gè)職樓盤橡的集謎中上寺市，成對(duì)晚逆開盤營的本罰案不揪利，允競爭轎較為質(zhì)激烈祖；巷3）本項(xiàng)偶目位梢于城授東核襖心區(qū)狐域邊趟緣地船帶，恐區(qū)域掠價(jià)值醋影響桂力難宗以與墾核心俯價(jià)值書區(qū)域逐抗衡拋。4、SW經(jīng)OT分析111、全勵(lì)面打糕造城己市島命居概毫念政務(wù)區(qū)高端產(chǎn)品及規(guī)劃稀缺環(huán)境資源客群對(duì)應(yīng)的生活方式城市舅公園伴島居第二撲章孩悅新居：首推廣糞策略鴻瑞代熙龍聾灣緊舍鄰濕掀地公廟園，份水域涌面積劉大、柏生態(tài)羅資源呀良好緩，是童個(gè)鳥植語花個(gè)香的術(shù)好地兄方，斤而且兄它到撿蕪湖園市政荷府只緒有1.隊(duì)3公里靜，到顫未來哭的城盼東CB抓D只有1公里晃，這谷里是拒獨(dú)一案無二的瘡！緊盼鄰中陳央公既園和聲沿湖哀生態(tài)訪濕地咸，全孕面打收造的倍高端撐住宅攪項(xiàng)目戒。依托袋產(chǎn)品仔和景慣觀資皂源，體改變鈔游戲可規(guī)則夏，高籠調(diào)營并銷，靈打造時(shí)新的禿生活濃方式爭，重涼新制糕定區(qū)稅域居木住價(jià)餡值屬浪性，就強(qiáng)化躺區(qū)；思對(duì)全連市營嬸銷，事制定革自身崇價(jià)值療體系上，讓熔熙龍摔灣的欲入市翼驚艷層蕪湖己，領(lǐng)份袖城詞東。表四城市成島居跌概念蒙表12島：四憂面環(huán)零水的掙小塊晨陸地稠成為掀島嶼符。其傳中面亡積較居大的每稱為繁島，固如我?guī)焽泥嵟_(tái)灣澤島；莊面積喉特別銜小的鉛稱為耍嶼，扭如廈迅門對(duì)岡岸的疑鼓浪弄嶼。疾聚焦倚在一傅起的際島嶼清稱為偶群島博，如銀我國犯的舟分山群男島。攀而按謎弧線米排列盤的群龍島又喉稱島從弧，鵝如日崗本群齊島、昂千鳥辜群島逢等。三面脅臨水校，一校面和衰陸地剩相連兼的稱前半島興，如阿黎拉伯慰半島卷。島居凡：自古孤為中憑外高呢人雅框士所召喜愛喊。島莖居豪末宅，育更是尿有價(jià)括無市劃?！陡２忌袼埂冯s志慕評(píng)出碧“全猴美十呈大頂祖級(jí)豪末宅”市中，潑有3座坐它落于隆半島——紐約仆半島腸。全球赤目前跳最流壓行的工購房讀活動(dòng)——買島徒。許多按人無雄法在啦現(xiàn)實(shí)歸生活先中實(shí)制現(xiàn)，潔但也泄不妨避礙他鮮們對(duì)亞島居志的虛麻擬構(gòu)鬧想，牢最著珍名的頃島主——癡情拌而又廢飄逸壘的桃暢花島莖主黃蓬藥師郵黃東涉邪。島居報(bào)，一集直是跌人們類的終時(shí)極置哄業(yè)夢(mèng)浪想。圖四花桃花寇島示莖意圖圖五斥優(yōu)雅周島居唇示意宮圖13半島四面環(huán)水，名曰島現(xiàn)在工熙龍導(dǎo)灣妻可炒以實(shí)捐現(xiàn)你跑的島拖居夢(mèng)遇想“智關(guān)者樂旨水，抱仁者芹樂山案”，陶親水建、親完地，亮是人咸與生場俱來動(dòng)的特踢質(zhì)。顯人們禍都希走望能筆在自碌然流程動(dòng)的箭水邊浪滋養(yǎng)竿智慧翻，過喂濾心踢靈。尚城市趨規(guī)劃停的半礙島區(qū)罵域及悶項(xiàng)目如規(guī)劃灰設(shè)計(jì)粒的島躁居理侮念，場讓熙漿龍灣應(yīng)擁有香了得論天獨(dú)裝厚的煎自然維資源棗環(huán)境堅(jiān)。蕪湖悶島居汪規(guī)劃熙龍查灣的煎島居夢(mèng)規(guī)劃循理念根據(jù)《蕪湖滴市城砌東新提區(qū)規(guī)均劃圖》，放黃開局嶄面，撫從整盜個(gè)區(qū)雜域圖吸來看昆，熙阻龍灣之所處儀的區(qū)愁域三爭面臨年水，廢名副尸其實(shí)泛的是熱一個(gè)鉆半島讓。熙龍污灣創(chuàng)鞠造獨(dú)壁立的拘小島耽，讓際居住眾環(huán)境瞎更高婆品質(zhì)墻，更務(wù)優(yōu)雅萍，更基生態(tài)妨。湖畔魯半島桶。引入請(qǐng)水系纏，讓灘更多趟的地餅塊變閥成半訊島式度，豐富甘景觀能，酒優(yōu)化淋環(huán)境禁。圖六熙龍訊灣島壟居示悼意圖圖七費(fèi)四面濤環(huán)水里示意匆圖142、競守爭戰(zhàn)匯略面對(duì)芹市場氣：強(qiáng)調(diào)植“以事我為威主”證主動(dòng)倆戰(zhàn)略本案添在面奮對(duì)整局個(gè)市鵝場競襪爭壓希力時(shí)驢，大脫可不傻必將牽競爭翻對(duì)手艘泛化坑。而詞更應(yīng)盯該堅(jiān)取定不旬移的賄發(fā)掘練和強(qiáng)蓮調(diào)自譜身獨(dú)耗特性僚，強(qiáng)芒調(diào)“周以我叨為主紛”的蛛主動(dòng)使競爭長策略概。以我部為主稍，反炕映在廟市場攝上，晶就是殺依據(jù)嘆實(shí)際晶市場膊環(huán)境鍋，堅(jiān)債持走中自己位的發(fā)饒展路說線；頓用誠士信和讀利益飼來吸紗引樓訓(xùn)盤顧抄客，左服務(wù)陶好消麻費(fèi)者蔑，維仰系雙堂方之纖間的情合作勻關(guān)系慣，謀秒求共頁贏，覺最終懸贏得根市場靠。戰(zhàn)略憑分解概:項(xiàng)目巨突破朝競爭咸、快發(fā)速蓄播客1)澆戰(zhàn)略互動(dòng)作戰(zhàn)分解吐第一好層面敬：重源新構(gòu)急建蕪帶湖市甩場第洗四級(jí)慚未來胳城市碰中心黎板塊膝價(jià)值艙;城東漏核心暗價(jià)值設(shè)：稀目缺城授市原懂生態(tài)很景觀絨資源攤；城竟市政板務(wù)新橡區(qū)的贏未來場規(guī)劃盾；升抖值空扔間價(jià)善值明索顯；凍學(xué)區(qū)哨醫(yī)院砌等資疾源搭鑒建等毒足以漫支撐遣城市賤新中繳心第筒四板止塊的街價(jià)值童.2)武戰(zhàn)略基動(dòng)作嘩分解若第二孫層面干：角磁色的胞轉(zhuǎn)變統(tǒng)——第前期夾以挑澤戰(zhàn)者層的身膏份，拜后續(xù)魂力圖波成為怖領(lǐng)跑音者;不跟扛區(qū)域冤內(nèi)項(xiàng)駱目做甲面對(duì)鴨面的反斗爭糠,項(xiàng)善目本曉身為踩前提尤，產(chǎn)際品營且銷發(fā)邊力，扣建立嫩自身狼的價(jià)狼值體鑄系競噸爭，驢逐步曠實(shí)現(xiàn)襲區(qū)域句領(lǐng)導(dǎo)建者的膛地位3)辟戰(zhàn)頌略動(dòng)塑作分孩解第早三層往面：棍從形態(tài)象、繁展示慢、營蔥銷話因術(shù)、跡方式節(jié)上迅喬速建竹立差碌異化牧的高猛端項(xiàng)慮目定曲位占止領(lǐng)市戀場;依托猾高于淺市場速的高診端項(xiàng)順目的跑園林般、建稿筑構(gòu)配件,辜給予建客戶義充足攤的價(jià)劈燕值感山觸點(diǎn)停，塑全造項(xiàng)路目較凍強(qiáng)的屆品質(zhì)多感，示建立封城東近新區(qū)筐的城慈市,夜原生洋態(tài)生債活標(biāo)赴準(zhǔn).15形象謊推廣熙龍啞灣的私高端職形象賣點(diǎn)同介紹感性摘訴求話題嗎炒作島居妻的居債住方夕式理念懶導(dǎo)入理性謙訴求3、雙寺線并濫行的平傳播喇總策牙略明線暗線針對(duì)灣項(xiàng)目旱的特荷殊性投，確獲定本鉗案雙目線并譽(yù)行的樓推廣秩策略蠟，即乳明線焦、暗鄉(xiāng)豐線結(jié)嫁合，架同時(shí)報(bào)進(jìn)行渾廣告麗投入馬和事滿件、萍活動(dòng)筒營銷扛，以獻(xiàn)求達(dá)揮到最額佳的交傳播送效果趴。表五雙線甘并行攤策略昏表廣告投放事件/活動(dòng)預(yù)告活動(dòng)提供內(nèi)容消費(fèi)者獲知致電售樓人員

售樓處/會(huì)所/樣板區(qū)產(chǎn)生興趣直接前往在會(huì)所/現(xiàn)場舉行購買產(chǎn)品口碑傳播購后傳播充分認(rèn)知新客戶新客戶致電或前往售樓處新客戶參與下一輪活動(dòng)產(chǎn)生興趣表六姥廣鳳告推窄廣體聚系16所謂勾事件帖營銷友，是驅(qū)指企筑業(yè)通滴過策扮劃、掀組織秒和利女用具孫有新映聞價(jià)飲值、砍社會(huì)嫂影響庸以及舅名人表效應(yīng)驢的人咬物或忘事件博，吸蒸引媒抄體、比社會(huì)有團(tuán)體撞和消爭費(fèi)者擠的興尿趣與艇關(guān)注菊，以癢求提淺高企堡業(yè)或顫產(chǎn)品枯的知宇名度竊、美延譽(yù)度勉，樹軌立良唉好品允牌形勁象，序并最僚終促扇成產(chǎn)際品或次服務(wù)垂的銷境售的燙手段票和方你式。成功永的事鳴件營效銷，硬關(guān)鍵墻在于霜影響勝力及郵表達(dá)密項(xiàng)目精的價(jià)漢值點(diǎn)拒，即團(tuán)在一身個(gè)集中直的節(jié)墻點(diǎn)，將帖制造績和傳帽播事青件的杯影響擠力，漸引起啊各行蹲業(yè)各瘋精英竭對(duì)本店項(xiàng)目聾的關(guān)據(jù)注。4、以休事件予營銷單為主赴的區(qū)狼域營把銷戰(zhàn)送略事件顆一：張《熙冠龍灣脆島居迷體驗(yàn)籃酒會(huì)英暨新咬品發(fā)急布會(huì)害》事件酸背景吐：項(xiàng)童目開晝盤事件討內(nèi)容陵：熙工龍灣臥產(chǎn)品膝發(fā)布致及簽竟約酒菠會(huì)。事件活對(duì)象?。喊滞ㄟ^提熙龍?zhí)葹逞`請(qǐng)登粘記客氏戶。事件伴的目簽的和羨出發(fā)魚點(diǎn)：通過枕設(shè)置圖高端礙傳播末議題趨，達(dá)病到內(nèi)遵部傳卡播渠化道和汽外部驅(qū)傳播輸渠道凳的深坐度整野合，斥最終循將開明盤事件（柜或成張功開舟盤的歸信息徹）水匯到渠肌成地輔公之耕于眾楊，形繩成極銜其有珍利于灰擴(kuò)大饞項(xiàng)目臺(tái)影響紀(jì)力的或連鎖記效應(yīng)跟?；顒?dòng)而地點(diǎn)燙：熙鏡龍灣余會(huì)所事件隨二：《蕪湖陣城東言發(fā)展備規(guī)劃&島居夸文化賊研討杰會(huì)&大型蔽論壇》事件廁背景乓：項(xiàng)潔目知珠名度缺建立事件掏內(nèi)容堡：蕪違湖城別東發(fā)積展規(guī)糖劃，嘴詳細(xì)恭解讀奔程度拖的發(fā)團(tuán)展規(guī)階劃、動(dòng)濕地侄公園侍、未響來前桿景等事件郊對(duì)象謊：訂通過貞蕪湖熱政府礙部門針、蕪書湖知悔名人惹士、嫂蕪湖志重量掠級(jí)人刷物的白討論徑及演肯繹。事件惡的目控的和銹出發(fā)呆點(diǎn)：通過昏邀請(qǐng)謹(jǐn)名人竟，吸伏引關(guān)肚注；鍬通過田政府拘部門屈及官脫員詳絕細(xì)對(duì)蒼城東馳區(qū)域唇的詳巷細(xì)解但讀以稅及報(bào)馳紙、電視棗等媒北體的孫跟蹤績報(bào)道鐵，形斬成極琴其有肅利于搜擴(kuò)大敲項(xiàng)目斧影響恩力的漆連鎖把效應(yīng)仇。活動(dòng)香地點(diǎn)頌：熙下龍灣尿會(huì)所175、先謙聲奪澡人的辣營銷他推廣距步驟一部替具有蘿精彩禍開頭掌的電電影，舍才能甘讓消筑費(fèi)者湊更有治信心乳和激臣情期顧待整份部電偵影；條熙龍基灣，其牽手留魯豫里有約典節(jié)目界、著君名影別星葛劈燕優(yōu)先呈生，省助力蜘鴻瑞氧強(qiáng)勢(shì)甩發(fā)聲塊，講捆述國爬際濕伍地生肌態(tài)生鬧活的櫻故事賣和理期想，脾樹立后起項(xiàng)各目高蔽端、斥生態(tài)連的生司態(tài)住貧區(qū)形專象；地同時(shí)癢先期頂推售申占據(jù)掉最佳卻景觀背、最懷佳區(qū)享位的敘排屋釋房源愉的房靜源，當(dāng)一炮紀(jì)打響病，在安社會(huì)智上形悼成良型好的臂口碑融，提頂升了輪熙龍險(xiǎn)灣的銹社會(huì)旦形象汗及樓駱盤知弄名度廣，在蒸短時(shí)搞間內(nèi)揮夯實(shí)蜓公認(rèn)暗蕪湖擱地位早。圖八熙龍睛灣推按盤圖項(xiàng)目銅前期敲形象介高調(diào)冬啟動(dòng)嗓；現(xiàn)場笨高端選明星趕陣容項(xiàng)，葛渴優(yōu)的第良好凱形象架代言塊，樹蜜立起泡項(xiàng)目腳高端鑒、生劇態(tài)的露住區(qū)助形象抓；邀請(qǐng)尊蕪湖滴政界票領(lǐng)導(dǎo)貓，現(xiàn)鬼場進(jìn)幕行濕領(lǐng)地公集園的添未來夢(mèng)規(guī)劃殘展望信，塑直造項(xiàng)著目未今來區(qū)視域的凱價(jià)值回，擴(kuò)蝕大市切場影殖響力疲；鳳凰筋衛(wèi)視雕主持設(shè)人-押陳魯姑豫：果知名屯度高患，既頌是嘉犯賓又舊是主滿持人如，攜綱手葛笛優(yōu)，償鴻瑞歪熙龍印灣講臭述一史個(gè)關(guān)養(yǎng)于濕束地生沖態(tài)的葉故事潔。圖九主持茫人效禿果圖186、小讀眾制思勝大慣眾為宜輔的錢媒介結(jié)推廣客策略針對(duì)浩性小系眾媒澡體選危擇建身議高端牧的客嘩戶，衰就是熊一個(gè)佩目標(biāo)丹客戶愿的圈跟子。鉛針對(duì)玩這個(gè)退圈子飲，有掘針對(duì)吸性的友投放包廣告師。媒體鉗選擇:DM暑,小冊(cè)DM投放閣形式苗：以實(shí)登名制告的形逮式，步直接昌將項(xiàng)妹目小丘冊(cè)寄嚼送于以目標(biāo)補(bǔ)客戶嶼。小冊(cè)遷投放墾形式騾：與銀蹤蝶行、薄高端雄車行顫合作摧，資版源共侮享，遷將小屬冊(cè)直靠接置潑放在彩銀行艙、高火端車扭行中藥，或宋通過兄各公走司以伶會(huì)刊泊等形朝式寄驕送于警客戶舒群手扇中。件同時(shí)鵲小冊(cè)古以故逆事敘秒述的壤方式刪把項(xiàng)計(jì)目細(xì)慌節(jié)娓辦娓道狠來，醉從而詠使目割標(biāo)群茂體對(duì)珍項(xiàng)目駐產(chǎn)生摟價(jià)值清感。產(chǎn)品其營銷稈推廣慚中的澆要點(diǎn)呼：細(xì)節(jié)廢展現(xiàn)活產(chǎn)品憤品質(zhì)蔽：置業(yè)兩顧問咽最具顆競爭逢力的斃解說錯(cuò)、極邀致的路銷售消服務(wù)立體系洪、高康品質(zhì)赤的氛港圍營天造置業(yè)歌顧問幸解說形：關(guān)渠于產(chǎn)紹品競驅(qū)爭力決，置懸業(yè)顧偶問的段解說雙好壞縮慧直接鄭決定榨客戶魂心目昂中的瘡價(jià)值啄排序紹。本次項(xiàng)目搭的島滾居生灰活凡壁是，漆凸顯路項(xiàng)目杠高端旬價(jià)值爐的方旱式就暗是通語過銷可售與灘客戶疊接觸示時(shí)生隊(duì)動(dòng)的薄一對(duì)臥一的羊解說島。掃“島伸居生輪活目渣前在趨全世舒界也受只有嶄少數(shù)標(biāo)人能卡享受項(xiàng)的島論，而岸且是覺都是衛(wèi)國際許最頂把尖的鋪認(rèn)識(shí)架，蕪歸湖真川正的際島居咽生活俱也就度是我暗們項(xiàng)貸目。久”諸雁如此即類的誤針對(duì)刮細(xì)節(jié)吼的說塞辭將旅貫穿畜講解惑始終歲，客朵戶從計(jì)沒有隔接受咸過如增此生行動(dòng)的掛解說旺，怎蛇能不販被打腿動(dòng)？銷售孩服務(wù)洽體系投：將洞服務(wù)市做到拜極致罪，脫倚離市封場的店同質(zhì)之化競耳爭，度舒心負(fù)的客獄戶體老驗(yàn)成晚為客戶購龜買的桂核心抱因素湯。在桑競爭殖激烈帆的蕪折湖城揮東市稱場，棋擁有況多個(gè)族為人萬認(rèn)可絨樓盤贈(zèng)，在奴品質(zhì)論、規(guī)夢(mèng)劃、斥產(chǎn)品扁等多通個(gè)方障面各啟樓盤飄均處知于同卵質(zhì)化校競爭克態(tài)勢(shì)革中；緊在這最樣的鄰背景枕下，伯極致且的銷更售服喘務(wù)體俯系將府是項(xiàng)欣目脫絹穎而角出的種關(guān)鍵欠。其沒銷售古服務(wù)求體系籃貫盾穿客軟戶購嚷房流盯程的僅每一膀個(gè)細(xì)轎節(jié)環(huán)娘節(jié)，巨客戶更也親紡身體度會(huì)到耕在此瞧購日籍后會(huì)子享受蹈到的個(gè)服務(wù)鄭，這漸種服咱務(wù)成斷為客綱戶購起買該尿項(xiàng)目犁的重礙要因沫素；氛圍姑營造催：在予銷售抵的過哨程中問，現(xiàn)膚場氛穩(wěn)圍對(duì)遍購房識(shí)者有渡著極助大的牌影響辭。需遞要有峰與之竭匹配扛的品蓋牌的膛氣質(zhì)鄉(xiāng)豐支持僅，使混其為謀項(xiàng)目跨形象院的樹腥立提霉供形光象支械持，斷使消維費(fèi)者乞有一令個(gè)可眨感可藥知的寶銷售街現(xiàn)場箏。19配備著高檔碑看房惡車，輕增加校項(xiàng)目付的品奸質(zhì)感痛及尊秩貴感垂。停車號(hào)指引蓋員，濟(jì)佩帶飽耳哲麥，攜引導(dǎo)任客戶車停車情同盼時(shí)通消知售史樓處閃準(zhǔn)備鴿迎屢接貴溫賓。管家律式迎雨賓，榴在售浸樓處穩(wěn)門口育安排停獨(dú)立儀的迎由賓或張規(guī)定替銷售便人員頓在門禮口迎刊接。圖十熙龍飼灣導(dǎo)咸游車庫示意滋圖圖十炮一熙龍道灣停貧車指堆引員系示意應(yīng)圖圖十風(fēng)二熙龍臥灣迎翻賓員慰示意古圖氛圍枝營造201、全規(guī)方位席的推乒廣宣研傳開攜啟島帆居元澇年階段顛主題咳：開啟蹈城市術(shù)公園賄島居朵元年階段劈燕任務(wù)棒：強(qiáng)勢(shì)膨出擊似市場搞，以虎核心稅利益存點(diǎn)直忠接吸張引市百場的鄉(xiāng)豐關(guān)注程認(rèn)同衛(wèi)，產(chǎn)帥生偏亂好度糾，快剪速積莖累意興向客魚戶；草期間濃包含爺展示欣中心午以及忽房交異會(huì)等禁一系退列活奏動(dòng)持窩續(xù)打未擊市眠場，悉配合江大眾票渠道個(gè)的全勇方位障的推崖廣宣惠傳，采高調(diào)奪揭幕問項(xiàng)目初的第拾一戰(zhàn)解。階段寸重點(diǎn)顛：售樓艇部開瞇放、蘆房交砍會(huì)媒介貪選擇生：報(bào)紙溜廣告毅產(chǎn)品幅出發(fā)初，區(qū)去域覆亭蓋，勝擴(kuò)大峽知名斯度。戶外賴廣告振圍繞馬產(chǎn)品捐核心干賣點(diǎn)盒及開倚盤信銳息釋皂放，彈積累丑客戶曉。網(wǎng)絡(luò)怒廣告剖產(chǎn)品蔽賣點(diǎn)敢傳播億，開衣盤信鎖息釋之放，堡積累盜客戶弟。電臺(tái)肺廣告鄙擴(kuò)大伸知名策度，改直接旦產(chǎn)品編賣點(diǎn)倆傳播邪。DM直投槽綜急合項(xiàng)滿目賣償點(diǎn)，某大面醉積投降放，惰積累鬼客戶籮。短信殃綜合萬活動(dòng)常及開委盤預(yù)抵告，頃區(qū)域發(fā)性短調(diào)信投柜放。第三謹(jǐn)章裁悅音動(dòng)：鄰活動(dòng)嫂營銷標(biāo)題令：開啟首城市略公園皂島居懇元年隨文侵：從夏明威夷嫌到巴垂厘島臣，從準(zhǔn)馬爾縣代夫混到馬高洛卡芹，島居北，成候?yàn)槌庆`市最闖奢華扭的藏膛品。鴻瑞·熙龍碎灣，城市近新中只心的忙生態(tài)犁地標(biāo)胳，全面碰開啟計(jì)蕪湖屢城市夏島居天時(shí)代冊(cè)，成為木城市涼的珍脹藏！報(bào)廣視文案香示例舟一：2122主要揉活動(dòng)獵：一、努與《大江挑晚報(bào)》聯(lián)合眾舉辦份專欄蛇：島雁居文秒化體豬驗(yàn)&島居蓮生活蒼方式全探討鋪世界普著名岡旅游恢島嶼受與居冰住?？勘３盅勖恐芴?hào)一期拳的頻齊率。二、掠濕地滿公園促攝影游大賽佳，原約生態(tài)擾的環(huán)備境攝王影，畜獲獎(jiǎng)月作品鑒作為原樓書吐素材庸和售輪樓部夜裝修御的展獎(jiǎng)板等嶼。因照現(xiàn)有岸的環(huán)谷境，知照片際以擷訴取某奪個(gè)場逃景或菊部分晉圖片序即可柴。圖十潤三序熙龍衡灣生辣態(tài)示輪意圖混①圖十雄四偽熙她龍灣霞生態(tài)怒示意傘圖②23主要搞工作航事項(xiàng)盾：事項(xiàng)內(nèi)容年度推廣方案年度推廣主題、經(jīng)營目標(biāo)、推廣策略、媒體組合、工作計(jì)劃階段執(zhí)行方案階段活動(dòng)執(zhí)行方案媒體聯(lián)系戶外、報(bào)紙、網(wǎng)絡(luò)、電臺(tái)、雜志等（以年度為基礎(chǔ)談）活動(dòng)嘉賓活動(dòng)方案/籌備/物料設(shè)計(jì)三系列SP活動(dòng)活動(dòng)方案/籌備/物料設(shè)計(jì)《媒體樓書》基礎(chǔ)素材準(zhǔn)備、文案撰寫、設(shè)計(jì)版面報(bào)紙?？?夾報(bào)版面預(yù)定/創(chuàng)作完成宣傳戶外、網(wǎng)絡(luò)、短信住宅策略策略整合論壇主題活動(dòng)活動(dòng)方案/籌備/物料設(shè)計(jì)表七工作岡安排或表24階段香主題鵝：島居喘之悅階段舞任務(wù)感：基于烈島居強(qiáng)生活慮的提知念及新在市搞場的睡宣傳剖，提氧高到票情感擠高度北。階段昏重點(diǎn)廁：實(shí)效基營銷暈活動(dòng)忌、銷綢售策西略調(diào)矩整以遮產(chǎn)品壯解構(gòu)獸及項(xiàng)目目自抖身環(huán)圣境解姨構(gòu)為簽主、題開盤被、客釀戶關(guān)披懷活找動(dòng)。2、島轟居之司悅初壁創(chuàng)品湯牌形窯象大眾需媒體衰：報(bào)翼廣——大江暑晚報(bào)贈(zèng)、蕪顏湖日呆報(bào)(新聞倆、軟搜文、國硬廣)、戶外燦（高狡炮、從工地訂及道休旗沿斜路包狐裝，頸蕪宣汗高速丙高炮塵）小眾劉媒體淡：網(wǎng)青絡(luò)：孤蕪湖36貿(mào)5，搜除房蕪唱湖，塑網(wǎng)絡(luò)拿媒體跨投放株（網(wǎng)衰站通規(guī)