XXXX房地產(chǎn)策劃-達(dá)觀機(jī)構(gòu)-湖南岳陽(yáng)華盛-金鶚花園整合推

整合推廣策略初案華盛·金鶚花園廣州·達(dá)觀機(jī)構(gòu)2007/6/7方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念項(xiàng)目項(xiàng)目規(guī)劃建議方向辨析項(xiàng)目命名與定位目標(biāo)群解碼項(xiàng)目核心概念本案構(gòu)成basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【一、我們所做的工作】與貴司銷(xiāo)售負(fù)責(zé)人的探討項(xiàng)目現(xiàn)場(chǎng)實(shí)地勘察周邊競(jìng)爭(zhēng)樓盤(pán)的走訪及調(diào)查研究（神秘顧客）周邊潛在目標(biāo)群體觀察及調(diào)查華盛金鶚花園專(zhuān)案組內(nèi)部分析研究basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【二、項(xiàng)目分析】基本情況位于南湖大道西端，緊鄰金鶚公園，由金鶚花園住宅樓和廣電數(shù)字大廈兩部分組成，有三大銷(xiāo)售任務(wù)：●住宅樓的銷(xiāo)售●數(shù)字大廈4-7層的字樓樓租售●數(shù)字大廈1-3層商鋪?zhàn)馐郾卷?xiàng)目存在三種相對(duì)獨(dú)立的銷(xiāo)售類(lèi)型，如何處理三者之間的關(guān)系，如何區(qū)別三者之間的推廣主次，如何合理分配推廣費(fèi)用，將是本項(xiàng)目的推廣基礎(chǔ)。區(qū)域分析●緊鄰金鶚公園，與南湖廣場(chǎng)相得益彰，極目遠(yuǎn)眺，湖光山色，盡收眼底?！裎挥谠狸?yáng)傳統(tǒng)商業(yè)繁華之地，具備一定的商業(yè)價(jià)值●交通方便，距火車(chē)站僅兩站路程，距南湖廣場(chǎng)為兩站路程，有5、9、20、29、30、31、32、35、36、38、40、41共計(jì)十二線公交車(chē)經(jīng)過(guò)●生活配套周全，岳陽(yáng)理工大學(xué)，岳陽(yáng)市十四中、岳陽(yáng)市四中、市三醫(yī)院、市體育館都在附近；銀行、郵局、華天大酒店等都在十分鐘路程之內(nèi)從項(xiàng)目位置看，金鶚公園是最能說(shuō)服消費(fèi)者購(gòu)買(mǎi)我項(xiàng)目的理由，也是最有特色的項(xiàng)目特征。金鶚公園!周邊商業(yè)狀況分析緊鄰東茅嶺路，周邊茶樓、酒吧、餐飲等行業(yè)比較集中，該區(qū)域內(nèi)每3個(gè)門(mén)面中就有一個(gè)門(mén)面作為經(jīng)營(yíng)此類(lèi)行業(yè)使用，金融系統(tǒng)、華天大酒店、金海酒店、邦城國(guó)際等圍聚周邊；本項(xiàng)目屬于商業(yè)旺地的范圍之列，如何借東茅嶺路商業(yè)氛圍之勢(shì)，如何借廣電中心之勢(shì)為本項(xiàng)目商業(yè)裙樓和寫(xiě)字樓服務(wù)，是我們必須考慮的問(wèn)題。1、位于廣電發(fā)射塔附近，磁場(chǎng)輻射對(duì)居住品質(zhì)有很大影響，勢(shì)必不利于銷(xiāo)售2、項(xiàng)目有三種銷(xiāo)售形態(tài)，不利于精準(zhǔn)推廣和宣傳3、商業(yè)裙樓已經(jīng)成為“最大陷井”，不論是長(zhǎng)沙還是廣州，非核心地段的商業(yè)裙樓，都面臨銷(xiāo)售、招商的難題。4、兩部分單位各自獨(dú)立，互不相連；規(guī)模較小，沒(méi)有社區(qū)園林和配套本項(xiàng)目面臨四大推廣難點(diǎn)basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【三、消費(fèi)群分析】一、消費(fèi)群定位1、廣電中心及兄弟單位有購(gòu)房需求的精英2、外地來(lái)岳陽(yáng)的商務(wù)人員3、各大批發(fā)市場(chǎng)做生意的老板4、長(zhǎng)煉有購(gòu)房、投資需求的員工5、巴陵石化有購(gòu)房、投資需求的員工6、岳陽(yáng)市其它有購(gòu)房需求和投資意向的市民二、岳陽(yáng)消費(fèi)心理分析1、希望房子■岳陽(yáng)人對(duì)湖景住宅接受程度較高，如何強(qiáng)化本項(xiàng)目?jī)?yōu)勢(shì)，將其提升到與湖景相同的形象高度，達(dá)到提升價(jià)值的目的？■中南一期經(jīng)營(yíng)不旺，光宏室內(nèi)賣(mài)場(chǎng)經(jīng)營(yíng)慘淡，華瑞產(chǎn)權(quán)商鋪舉步維堅(jiān)，岳陽(yáng)人商鋪投資已經(jīng)很有戒心，尤其對(duì)產(chǎn)權(quán)式商鋪及酒店，疑心不減。basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【四、可比對(duì)手分析】可比對(duì)手是指可以和本項(xiàng)目進(jìn)行比較的項(xiàng)目，可以是過(guò)去的，可以是正在進(jìn)行的，也可以是將要進(jìn)行的，凡是對(duì)本項(xiàng)目有參考價(jià)值，都稱(chēng)為可比對(duì)手。1、中南批發(fā)交易大市場(chǎng)二期●中南不動(dòng)則已，一動(dòng)驚人，其聲勢(shì)之大將轟動(dòng)岳陽(yáng)，搶盡風(fēng)頭；●中南二期以門(mén)面與住宅為主，住宅價(jià)格僅800元/m2左右，將給我們帶來(lái)較大沖擊；門(mén)面投資預(yù)計(jì)也將掀起一風(fēng)暴，分流本項(xiàng)目的投資客戶(hù)。2、光宏國(guó)際商業(yè)廣場(chǎng)●這是去年商業(yè)項(xiàng)目，并非本項(xiàng)目的競(jìng)爭(zhēng)對(duì)手●光宏聲勢(shì)很大，招商銷(xiāo)售非常大投入、大手筆，但產(chǎn)權(quán)式旺鋪的銷(xiāo)售仍然非常不理想●上溯至白楊國(guó)際產(chǎn)權(quán)式公寓、泰和商業(yè)廣場(chǎng)產(chǎn)權(quán)式旺鋪，銷(xiāo)售都不理想3、投資型小公寓：●包括金領(lǐng)公寓、國(guó)貿(mào)等產(chǎn)權(quán)式公寓項(xiàng)目●金領(lǐng)公寓地段繁華，適宜辦公，整體銷(xiāo)售一般，曾嘗試精裝修推廣思路，但市場(chǎng)反響很差；但臨街門(mén)面賣(mài)完●國(guó)貿(mào)位于南湖大道與青年中路交接處，為寫(xiě)字樓、精裝酒店公寓項(xiàng)目，銷(xiāo)售不盡人意，市場(chǎng)反響平平岳陽(yáng)的投資市場(chǎng)，包括門(mén)面投資、產(chǎn)權(quán)式旺鋪投資，經(jīng)過(guò)中南大市場(chǎng)一期的成功掃蕩，以及光宏的全力再掃蕩，諸多項(xiàng)目都陷入銷(xiāo)售困境！直至目前，可挖掘的投資潛力非常有限。這是對(duì)我們的提示，本項(xiàng)目的商業(yè)裙樓銷(xiāo)售及寫(xiě)字樓銷(xiāo)售存在很大的銷(xiāo)售壓力。4、南湖板塊旁諸多項(xiàng)目●包括云峰公館、南湖花園、向陽(yáng)水岸等●南湖已成岳陽(yáng)居住熱點(diǎn)，價(jià)格一路攀升至近3500元單價(jià)，極受追捧●甚至已形成“有錢(qián)人住湖邊”的市場(chǎng)觀點(diǎn)，好房子都在南湖的觀點(diǎn)●南湖板塊是岳陽(yáng)市最有影響的住宅板塊5、非南湖板塊的項(xiàng)目●包括天倫城、昌虹·香洲名都等●天倫城的形象不錯(cuò)，操作上也屢有大手筆，一期銷(xiāo)售大獲成功，●天倫城規(guī)模較大，社區(qū)成熟，園林配套在岳陽(yáng)具有領(lǐng)先性，以“生活國(guó)際化為主題”，項(xiàng)目?jī)r(jià)值塑造比較到位本項(xiàng)目在小規(guī)模、磁場(chǎng)輻射的硬傷之下，“近南湖卻不靠南湖”，如何拉升項(xiàng)目住宅形象，塑造價(jià)值提升價(jià)格，實(shí)現(xiàn)利潤(rùn)最大化？我們需要找到類(lèi)似于湖的核心價(jià)值basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【五、整合推廣思路】●本項(xiàng)目有兩大部分：一是住宅部分金鶚花園；二是寫(xiě)字樓部分廣電數(shù)字大廈●兩者市場(chǎng)定位不同，消費(fèi)群不同，物業(yè)形態(tài)各異，廣告訴求不同，通常需要分開(kāi)推廣，分開(kāi)宣傳住宅共如果分開(kāi)推廣，必然增加費(fèi)用，分散推廣力度，意圖一箭雙雕，可能一雕未中■寫(xiě)字樓約4-7層，全為30-40m2寫(xiě)字樓，體量不大，若以其為主力，則難以帶動(dòng)大戶(hù)型住宅的銷(xiāo)售；■商業(yè)裙樓約3000m2體量，只能是后期重點(diǎn)推廣，前期不可能以其為重點(diǎn)宣傳；否則嚴(yán)重影響住宅與寫(xiě)字樓的銷(xiāo)售?！鲎≌?0套房源，體量相對(duì)較大，以其為重點(diǎn)，既可以延伸至寫(xiě)字樓的推廣，又可以順理成章的推出商業(yè)裙樓。我們的策略是：住宅以住宅為切入點(diǎn)，帶動(dòng)寫(xiě)字樓及商業(yè)裙樓的銷(xiāo)售前期以住宅為推廣重點(diǎn)，擇機(jī)推出寫(xiě)字樓，中后期主攻商業(yè)裙樓basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【項(xiàng)目核心賣(mài)點(diǎn)提煉】本項(xiàng)目哪一個(gè)賣(mài)點(diǎn)，可以說(shuō)服消費(fèi)者，刺激其購(gòu)買(mǎi)？并能提高形象，塑造價(jià)值？從產(chǎn)品點(diǎn)出發(fā)，本項(xiàng)目的配套、規(guī)模、開(kāi)發(fā)商實(shí)力，都不足以支撐項(xiàng)目?jī)r(jià)值，都不是拿得出手的優(yōu)勢(shì)。產(chǎn)品層面缺少一個(gè)有說(shuō)服力的、能打動(dòng)消費(fèi)者的、能提高價(jià)值的特點(diǎn)能否在產(chǎn)品之外尋找一個(gè)核心賣(mài)點(diǎn)？事實(shí)上，金鄂公園就是能提高項(xiàng)目?jī)r(jià)值、說(shuō)服消費(fèi)者購(gòu)買(mǎi)的核心優(yōu)勢(shì)○公園風(fēng)景始終是城市稀缺資源、有限資源，價(jià)值逐年上升○公園有良好的休閑功能，空氣新鮮，環(huán)境優(yōu)良○森林負(fù)離子源源不斷提供新鮮空氣，環(huán)保健康，是城市綠肺，深受都市人的歡迎○在長(zhǎng)沙、廣州等各大城市，凡是臨近公園的住宅項(xiàng)目不僅搶手，價(jià)格也比同類(lèi)項(xiàng)目高出很多○隨著城市發(fā)展，污染加重，公園日益重要，價(jià)值日益提升為什么是公園？雖然岳陽(yáng)人對(duì)湖概念更加認(rèn)同，但公園概念同樣可以誘惑消費(fèi)者，畢竟，岳陽(yáng)市區(qū)大型的“山一樣的公園”只有金鄂公園，住在公園旁，和公園往在一起，同樣有巨大的誘惑力??！公園，就是本項(xiàng)目整合推廣的核心主題！以公園為核心，輔以生活配套、開(kāi)發(fā)商實(shí)力等賣(mài)點(diǎn)，將是塑造項(xiàng)目?jī)r(jià)值的主題思路。我們可推出“公園地產(chǎn)”概念占據(jù)公園住宅新高度2007，岳陽(yáng)地產(chǎn)進(jìn)入公園時(shí)代公園地產(chǎn)，引領(lǐng)岳陽(yáng)居住新高度公園地產(chǎn)，少數(shù)人的居住奢華basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【項(xiàng)目案名】原案名華盛·金鶚花園過(guò)于直白，不能體現(xiàn)出高形象、高價(jià)值，不利于項(xiàng)目?jī)r(jià)值的塑造，因此，擬將項(xiàng)目改名為：公園一號(hào)建議將案名改為：1、公園：點(diǎn)明項(xiàng)目區(qū)域及最大特色2、一號(hào)：拔高形象，暗示居住的人都是一號(hào)身份，一號(hào)地位公園一號(hào)很好演繹：●1號(hào)地段：南湖大道黃金節(jié)點(diǎn)，城市發(fā)展新標(biāo)志●1號(hào)環(huán)境：緊鄰上萬(wàn)平米金鶚公園，獨(dú)享城市綠肺●1號(hào)配套：周邊配套齊全，繁華生活為我所用●1號(hào)文脈：學(xué)校云集，藏龍臥虎，傳承千年文脈●1號(hào)尊貴：聚集廣電名流，岳陽(yáng)第一精英圈主推商業(yè)裙樓時(shí)，可稱(chēng)之為：商業(yè)1號(hào)主推寫(xiě)字樓時(shí)，可稱(chēng)之為：商務(wù)1號(hào)主推投資概念時(shí)，可稱(chēng)之為：投資1號(hào)或回報(bào)1號(hào)借用1號(hào)概念，塑造本項(xiàng)目的高端形象，使本項(xiàng)目成為南湖大道上住宅、商務(wù)標(biāo)志！為后續(xù)項(xiàng)目的開(kāi)發(fā)奠定品牌基礎(chǔ)其它案名備選：●精英匯●中央公園●領(lǐng)秀●公園帝景主題廣告語(yǔ)：公園高度一號(hào)人生■高度有雙關(guān)之意，既指金鶚公園的高度，也指人生的高度；■一號(hào)人生成功人生，是精英人生，是旁人不可及的人生，是公園一號(hào)的人生繁華之上的公園生活07年住到公園去一個(gè)公園成就一個(gè)高度其它備選basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【住宅價(jià)格策略】◎本項(xiàng)目?jī)r(jià)格應(yīng)在看湖景單位與市中心地產(chǎn)項(xiàng)目的價(jià)格之間◎南湖花園與云峰公館看湖單位都接近3500元/m2◎天倫城等市中心均價(jià)也近2500元/m2，最高價(jià)位達(dá)3000元/m2◎因此，在考慮成本與利潤(rùn)的前提下，本項(xiàng)目住宅價(jià)格區(qū)間應(yīng)在：2300-3200元/m2，均價(jià)約2650元/m2。basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【商務(wù)樓的思考】寫(xiě)字樓4-7層為30-40m2不等的空間它究竟適合商務(wù)寫(xiě)字樓概念，還是產(chǎn)權(quán)式公寓概念資料可知：小空間雖然都帶獨(dú)立式衛(wèi)生間，卻沒(méi)有規(guī)劃油煙排放管道，僅從這一點(diǎn)，即可否定”居家式小公寓“概念，沒(méi)有廚房，不能做飯，居家式顯然無(wú)法成立?！裥∶娣e，帶獨(dú)立式衛(wèi)生間，可自由打通擴(kuò)大面積，且7層以上就是岳陽(yáng)最具實(shí)力的廣電中心辦公樓，商務(wù)寫(xiě)字樓的概念可謂水到渠成?！褚陨虅?wù)寫(xiě)字樓概念，背靠廣電中心這棵大樹(shù)，不管是招商還是銷(xiāo)售，都有一個(gè)很好的支撐點(diǎn)。小面積空間不宜提產(chǎn)權(quán)式公寓概念應(yīng)走商務(wù)寫(xiě)字樓的路子●與電視臺(tái)、報(bào)社有關(guān)連的媒介公司●廣告公司、文化傳媒公司●裝潢裝飾公司●省內(nèi)外中小型企業(yè)的岳陽(yáng)分公司●新華社等大型報(bào)紙媒體、重要宣傳機(jī)構(gòu)駐岳陽(yáng)辦事處●銀行、信用社等分支機(jī)構(gòu)●其它公司我們認(rèn)為：它適宜以下幾種公司進(jìn)駐：提出一個(gè)概念：創(chuàng)意型商務(wù)基地1、廣電本身就是一個(gè)創(chuàng)意型的行業(yè)2、相應(yīng)的文化公司、廣告公司、傳媒機(jī)構(gòu)其實(shí)都是創(chuàng)意型工作3、商務(wù)基地可增加影響力，意指項(xiàng)目雄厚的創(chuàng)意實(shí)力basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【商業(yè)裙樓的思考】本項(xiàng)目周邊商業(yè)較為繁華，商業(yè)臨街門(mén)面非常少，周邊銀行、金融機(jī)構(gòu)、學(xué)校、酒店較多，區(qū)域人群具備一定購(gòu)買(mǎi)力，與東茅嶺路僅一站路程，且區(qū)域區(qū)內(nèi)并無(wú)商業(yè)購(gòu)物中心，因此，本項(xiàng)目具備一定的商業(yè)價(jià)值。本項(xiàng)目單層商業(yè)面積約1000平米左右，一、二、三層究竟怎樣銷(xiāo)售？是劃成產(chǎn)權(quán)式小商鋪出售，還是整體出售？或是其它辦法？光宏商業(yè)廣場(chǎng)、華瑞產(chǎn)權(quán)商鋪銷(xiāo)售不暢不宜簡(jiǎn)單劃成產(chǎn)權(quán)式小商鋪出售產(chǎn)權(quán)式小商鋪在全國(guó)范圍內(nèi)遭遇消費(fèi)者抵制本項(xiàng)目若劃成小產(chǎn)權(quán)式商鋪，其銷(xiāo)售必將困難重重，幾無(wú)機(jī)會(huì)且因?yàn)楫a(chǎn)權(quán)分散，對(duì)日后招商、經(jīng)營(yíng)也極為不利！我們建議一：一層充分利用臨街優(yōu)勢(shì)，劃分為30-60m2的小商鋪，但內(nèi)鋪進(jìn)行結(jié)構(gòu)改造，可規(guī)劃成室內(nèi)步行街，盡力做到鋪鋪臨街，個(gè)個(gè)有街。如此，一樓的銷(xiāo)售壓力可減輕二三樓不宜劃作小商鋪，但可根據(jù)情況分割成4-5個(gè)大面積商鋪；或根據(jù)市場(chǎng)需求隨機(jī)分割；也可先定招商再定商鋪面積大小;這種方式顯然不能保證商鋪的完全銷(xiāo)售，但相較劃成小產(chǎn)權(quán)商鋪，可有機(jī)會(huì)回款，更有利于招商，有利于日后經(jīng)營(yíng)。建議二：如果開(kāi)發(fā)商放眼長(zhǎng)遠(yuǎn)，有信心做旺商業(yè)裙樓，可將商業(yè)旺鋪?zhàn)鰹樽杂形飿I(yè)經(jīng)營(yíng)，前期不銷(xiāo)售只招商，等招商成功，經(jīng)營(yíng)旺盛，再高價(jià)銷(xiāo)售，這是相對(duì)理想的操作方式建議三：商業(yè)裙樓始終是操作難題，我司提出的以上三種建議，沒(méi)有完美的方案，只是“兩難取其輕”而已；以何種方式分割、銷(xiāo)售，須根據(jù)發(fā)展商的實(shí)際情況慎重考慮。與商鋪分割同樣難點(diǎn)的是：如何處理招商與銷(xiāo)售之間的關(guān)系？消費(fèi)者為什么來(lái)投資？有回報(bào)能做得旺，有人在做生意，才能收租前提是：商家們都來(lái)了招商促進(jìn)■若要實(shí)現(xiàn)銷(xiāo)售，招商是關(guān)鍵；■在中南、光宏經(jīng)營(yíng)不旺的反思之后，消費(fèi)者已經(jīng)很理性，不會(huì)再盲目投資，盲目跟進(jìn)！■只有招商成功，有品牌、有實(shí)力的主力店進(jìn)來(lái)，才能塑造商業(yè)價(jià)值，才能提高價(jià)位！我們的思路：以招商帶動(dòng)銷(xiāo)售，招商是手段，銷(xiāo)售是目的。basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【階段性推廣策略】8月1日9月1日10月1日(房交會(huì))11月1日12月1日20081月寫(xiě)字樓、裙樓旺鋪同期招商銷(xiāo)售盛大開(kāi)盤(pán)8月10日發(fā)放VIP卡開(kāi)盤(pán)強(qiáng)銷(xiāo)期開(kāi)盤(pán)保溫期尾貨消化期裙樓招商攻堅(jiān)期階段性推廣節(jié)奏示意表開(kāi)盤(pán)蓄水期物料準(zhǔn)備期第一階段：物料準(zhǔn)備期時(shí)間：8.10前目的：確定項(xiàng)目整合推廣思路，為后期推廣奠定基礎(chǔ)主要工作：操作思路確定、完成標(biāo)志設(shè)計(jì)、基本VI設(shè)計(jì)、售樓總包裝設(shè)計(jì)、宣傳展板設(shè)計(jì)等其它物料第二階段：開(kāi)盤(pán)蓄水期時(shí)間：8.10—10.1目的：確立項(xiàng)目形象，開(kāi)始積蓄客源，為開(kāi)盤(pán)大捷做準(zhǔn)備主要媒介：報(bào)紙、戶(hù)外、網(wǎng)頁(yè)、專(zhuān)業(yè)雜志及其它印刷品重要節(jié)點(diǎn)：VIP卡發(fā)放，積蓄全城客源推廣主題：公園高度一號(hào)生活岳陽(yáng)地產(chǎn)進(jìn)入公園時(shí)代公園一號(hào)VIP卡傾城發(fā)放主要工作：報(bào)紙稿設(shè)計(jì)、宣傳單張?jiān)O(shè)計(jì)、折頁(yè)設(shè)計(jì)、生活手冊(cè)設(shè)計(jì)、戶(hù)外廣告設(shè)計(jì)、網(wǎng)頁(yè)設(shè)計(jì)第三階段：開(kāi)盤(pán)強(qiáng)銷(xiāo)期時(shí)間：10.1-11.1目的：確保開(kāi)盤(pán)盛勢(shì)，并延續(xù)開(kāi)盤(pán)盛況主要媒介：報(bào)紙、戶(hù)外、網(wǎng)頁(yè)及其它印刷品重要節(jié)點(diǎn)：10.1房交會(huì)開(kāi)盤(pán)推廣主題：07年，住到公園去公園一號(hào)盛大開(kāi)盤(pán)公園一號(hào)開(kāi)盤(pán)火爆，緊急加推全山景單位主要工作：報(bào)紙稿設(shè)計(jì)、軟文規(guī)劃、部分物料更換、推廣思路調(diào)整第四階段：開(kāi)盤(pán)保溫期時(shí)間：11.1-12.1目的：延續(xù)開(kāi)盤(pán)期的旺勢(shì)，盡快出貨，力使銷(xiāo)售率沖破80%主要媒介：報(bào)紙、戶(hù)外、網(wǎng)頁(yè)及其它印刷品推廣主題：公園地產(chǎn)持續(xù)旺銷(xiāo)公園地產(chǎn)引領(lǐng)岳陽(yáng)居住新時(shí)代主要工作：報(bào)紙稿設(shè)計(jì)、宣傳單張?jiān)O(shè)計(jì)、戶(hù)外廣告設(shè)計(jì)第五階段：尾貨消化期時(shí)間：12.1——元旦目的：消化余下貨量，完成住宅銷(xiāo)售大捷主要媒介：口碑傳播、報(bào)紙、戶(hù)外促銷(xiāo)策略：發(fā)老帶新，購(gòu)房特別折扣，元旦促銷(xiāo)大連環(huán)主要工作：報(bào)紙稿設(shè)計(jì)、活動(dòng)方案商鋪招商與銷(xiāo)售思路第六階段：裙樓旺鋪的銷(xiāo)售與招商時(shí)間：2008年元旦之后目的：完成裙樓商鋪銷(xiāo)售主要媒介：報(bào)紙、戶(hù)外、口碑傳播銷(xiāo)售策略：以租帶售推廣主題：百年旺地，價(jià)值連乘主要工作：報(bào)紙稿設(shè)計(jì)、招商活動(dòng)策劃、旺場(chǎng)活動(dòng)策劃basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【六、媒介策略】媒介參照：消費(fèi)者獲取房地產(chǎn)信息渠道媒介參照：消費(fèi)者媒體接觸情況報(bào)紙電視為到達(dá)率高的媒體，雜志網(wǎng)絡(luò)為偏好度高的媒體020406080100050100150200250300到達(dá)率85.8212.6593.8521.3522.2132.62TGI指數(shù)1092009998271170昨天看報(bào)紙昨天看雜志昨天看電視昨天聽(tīng)廣播昨天上因特網(wǎng)過(guò)去一年看電影報(bào)紙媒體岳陽(yáng)報(bào)紙媒體普遍存在印刷質(zhì)量差等問(wèn)題，其中長(zhǎng)江信息報(bào)發(fā)行量最大，但到達(dá)率一般；洞庭之聲受限于發(fā)行方式，效果一般，岳陽(yáng)晚報(bào)版面大，且對(duì)行政機(jī)關(guān)有較強(qiáng)覆蓋率；建議以《岳陽(yáng)晚報(bào)》《長(zhǎng)江信息報(bào)》為主，《洞庭之聲》為輔我們建議：充分利用廣電中心的資源優(yōu)勢(shì)，加大活動(dòng)行銷(xiāo)力度。區(qū)域性報(bào)紙40%廣播電臺(tái)25%活動(dòng)20%戶(hù)外媒體15%費(fèi)用分配表basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARKTHE【七、住宅平面表現(xiàn)】LOGO設(shè)計(jì)VI設(shè)計(jì)表現(xiàn)報(bào)紙廣告設(shè)計(jì)第一階段特殊版面:跨版半版第二階段第三階段basnfiafjiafjisjfuglapqimmirbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnvrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdgamedngkmdsgksdnbasnfiafjiafjisjfuglapqimmirrro