鑫龙集团『公园南路项目』营销推广思路2008/01/03.www.fdc01.com房市金碟请大家关上手机，静心感受这一段灵动地乐曲……PleasefeelintentionsofthissectionsimplemelodiesSmart……www.fdc01.com房市金碟300年前，一个德国人为他深爱的妻子创作出一种曲式-卡农。它缱绻、纯柔，跨越百年，亘古流传。300yearsago,aGermanpersonashisbelovedWaifcreateaForm-cardfarmers.E)IfitpureSophie,acrosscenturies,timeimmemorialspread.www.fdc01.com房市金碟300年后，卡农成为一种信仰，为世人所追捧热衷。当浮华转身，喧嚣的背后，一曲卡农，则是回归本真的心灵圣经。300yearslater,becomeacardfarmersbeliefs,thepursuitoftheworld'skeen.Whenvanityturnedaroundnoisybehindacardfarmers,itisreallythesoulofthereturnoftheBible.www.fdc01.com房市金碟今天，卡农是全球最受喜爱的古典音乐作品。一曲仅5分钟的乐曲，却带来了327年的奇迹与经典，很多人因卡农，跌入古典音乐的长河沉醉不已。Date,farmerscardistheworld'smostpopularclassicalmusic.Oneonlyfiveminutesofsongs,createdamiraclewith327yearsofclassical,alotofpeoplebecausecardfarmersfallintotheclassicalmusicoftheriverimmersive.www.fdc01.com房市金碟领悟音乐的人，能从一切世俗的烦恼中超脱出来。——贝多芬Understandmusic,fromallsecularworriesdetached.--Beethovenwww.fdc01.com房市金碟无论是盛世还是沦世，艺术被寄以无限生命与臆想。而除艺术外，人们内心别无更妥善的遗世之法。Whetherormanychangesonearthistheworld,artwassenttounlimitedlifeandact.Inadditiontoart,andhumansoulnobettereffortsoftheWorldLaw.www.fdc01.com房市金碟当建筑以艺术为载体，归家，则是空间与思想的统一，躯体与灵魂的皈依。Internationalcardfarmerstovectorartfoundrybuilding,andthinkingofaunifiedspaceforthebodyandsoulinthisconversion.www.fdc01.com房市金碟卡农国际，揽自然入怀，遣兴陶情；听一曲华章，回归本真。以20000平米空间，创筑精神母体，心灵殿堂。Internationalcardfarmers,EmbraceallnaturalWyes,IanXingTaosituation;Listentoachapteroftherealreturn.Freespaceto20,000squaremeters,tobuildaspiritofthemother,thesoulhall.www.fdc01.com房市金碟www.fdc01.com房市金碟鑫龙集团『公园南路项目』营销推广思路2008/01/03.www.fdc01.com房市金碟Creativequestions：为什么是卡农国际？Whyistheinternationalcardfarmers?我们如何定位本案？Howdowepositionthiscase?www.fdc01.com房市金碟自2001年小户型楼盘开始登陆西安楼市以来，小户型楼盘不仅在西安的楼市中始终独树一帜，并直接影响和推动着整个西安楼市的发展。在众多的楼盘当中，既有主打小户型的，也有部分是小户型的，都受到消费者的高度关注与追捧。Since2001,small-familyrealestatemarketsincethebeginningoflandingXian,notonlyinthesmall-familyrealestatemarketinXian,Chinahasalwaysbeenunique,andadirectimpactontheentireXianandpromotethedevelopmentofthepropertymarket.Amongthemanyproperties,bothofthemainsmall-family,aswellassomesmall-family,andaresubjecttoahighdegreeofconsumerconcernsandsoughtafter.www.fdc01.com房市金碟随着国六条颁布、商品房开发的3/7比例，西安中小户型群芳斗艳，百家争鸣，市场竞争将日趋激烈。同时，07年房贷利率连续5次调整，物价高涨，股市的飙升从一定程度上也提升了中小户型未来的发展，前景亟亟可待。Withthepromulgationofthesixcountries,theproportionofthe37housingdevelopment,smallandmedium-familyQumranXiancontendinghundredschoolsofthoughtcontend,marketcompetitionwillbecomeincreasinglyfierce.Atthesametime,07mortgageinterestratesfivetimesinarowadjustments,higherprices,thestockmarketsoaredfromacertainextent,andalsoenhancesthefuturedevelopmentofsmallandmedium-family,andtheprospectsGigcanbe.www.fdc01.com房市金碟在这样的市场大势下，一批小户型应运而生，销售的如火如荼：罗曼公社、泊客公寓、柠檬宫舍、一所寓言、紫薇家天下（小户）等。品牌冲击着非品牌市场，大社区洗刷着公寓楼，在眼花缭乱的广告秀中，小户型广告创意依旧殊路同归：个性的挑战个性极限，浪漫缔造浪漫极致。西安小户在争风夺月中逐渐暴露出严重的产品同质化倾向，小户型广告难逃楼市所固有的套式。Insuchamarkettrend,anumberofsmall-familycameintobeing,salesinfullswing:RomanCorporationmooredoffapartments,lemonPalacehomes,afable,Viewhomeworld(smallhouseholds).Brandimpactonnon-brandmarket,largecommunitiesscrubbingtheapartmentbuilding,inthedazzlingshowadvertisements,creativeadvertisingsmall-familyitisstillwayGoal:limitindividualpersonalitychallenges,romanticcreatetheultimateromantic.Xiansmallhouseholdsinthemid-winsgraduallyexposedserioustendencyofthesameproducts,small-familyadvertisingescapeinherentinthepropertymarketpackages.www.fdc01.com房市金碟除了个性、浪漫、绚丽与另类，小户型广告方向别无他路？谁来引领西安小户王朝？www.fdc01.com房市金碟基于产品主义的广告创作，先来概述本案的区域市场：Basedontheproduct'sadvertisingcreation,thefirstcasetointerprettheregionalmarket:城东房地产发展整体缓慢，生活机能相对匮乏，因此从一定程度上，也造成了小户型稀缺的市场现状。Jotoslowoverallrealestatedevelopment,therelativelackoflifefunction,andthereforetosomeextent,ithascausedascarcityofsmall-familymarketconditions.www.fdc01.com房市金碟在区域个案上，『龙城四季』是本案唯一竟比楼盘。龙城四季，社区由3栋高层组成。项目临街。入市价格大概在4200—4400左右。40—130平米的户型区间，与本案形成强大竟比；年后进行内部认购，销售节点与本案非常近似；由于目前售楼部尚未搭建，只有围墙广告，因此其他销售信息不祥。目前他们只做电话来访登记。广告风格：中庸偏国风。www.fdc01.com房市金碟营销建议：Marketingsuggestions:营销上：我司建议如果不能提前入市，则推后35—50天左右。在价格上，使用低开高走的策略，在龙城四季进行内部认购期间本