首钢融创西北旺项目推广概念提报FinancialrecordXibeiWangShougangsubmittheprojecttopromotetheconceptof打造北京西部首席豪宅品牌提升首钢融创市场品牌价值WesternpartofBeijing'schiefluxurybrandbuildingtoenhancethebrandvalueShougangfinancialhitthemarket第一部分、策略——我们对于项目的认识Firstpartofthestrategy-ourunderstandingoftheproject第二部分、销售——我们对于销售的建议Thesecondpartofthesales-wesellrecommendations第三部分、品牌——如何提升首钢融创品牌Thethirdpartofthebrand-howtoupgradetheShougangmeltbrand第四部分、团队——我们的团队提供的服务PartIV,theteam-ourteamtheservicesprovidedby第一部分、策略—我们对于项目的认识Firstpartofthestrategy-ourunderstandingoftheproject西区豪宅原则：TheprinciplesofWesternluxury低调的张扬、平和的霸气、优雅的俯视Displayoflow-key,calmdomineering,elegantlookdown人People产品均质论Products均质Homogenization共生theoryHomogeneoussymbiotic均质论，决定了项目推广的切入角度。境Homogenizationtheory,decidedtocut环intotheangleoftheprojectpromotion.Environment环境：西山御景。Environment:XishanScenic.三山五园皇家风景区，龙脉之地，西山之龙嘴之像。面向山水，百望山和京密引水渠。身处园抱，有代征公园紧邻，有植物园苗圃一墙之隔，区域从来就是豪宅聚集之地。西山二字足以标定价值，皇脉根植更是源远流长。35ParkRoyalMountainScenicArea,DragonVentureland,theWesternHillsofthemouthofthedragonlike.Forthelandscape,100HopeHillandJingmidiversioncanal.Livegardenhold,thereisleviedbytheparkadjacenttothatwallseparatestheBotanicGardensnursery,theregionalhasalwaysbeenagatheringplaceforluxury.Xishanwordenoughtocalibrationvalues,itisalonghistorydeeplyrootedimperialveins.产品：大院文化。Product:compoundculture.“大院”毫无置疑是产品最突出之处。不只是它有精神上的依托，源于西区独特的大院人文，而更重要的是在产品上形成连接。在规划中，以钓鱼台为主线索形成的院落式组团，每一个建筑拥有独立入户小院，大院成为产品的璀璨亮点。"Compound"ThereisnodoubtthatistheproductofthemostprominentoftheDepartment.Notonlyithasthespiritualbacking,auniquecompoundderivedfromWesternculture,butmoreimportantistheformationofconnectionsintheproduct.Intheplan,themaincluestotheformationoftheDiaoyutaicourtyard-styleorganizinggroups,eachonebuildingtoformindependenthouseholdsofsmallhomes,theproductcompoundasbrighthighlights.人：权贵人文Person:bigwigsHumanities毫无疑问，我们的客群：大权在握的政要，西边客群的顶峰。那些院内的人掌控者院外的世界，党政军学研。而且从之前其他项目的客群来看，在我们项目这个价值量的客群，是权贵中的权贵，老板背后的老板。他们具有强烈的圈层意识，聚合意识。Thereisnodoubtthatourcustomerbase:thepowerfulpoliticians,thepinnacleofwesternclientele.Thosewhocontrolthosehospitalcourtyardoutsideworld,bothmilitaryandpoliticalscienceresearch.Butalsofromotheritemsbeforethecustomerbaseandlookingatourprojectofthismagnitudeofvalueofthecustomerbaseistheeliteoftheelite,thebossbehindtheboss.Theircircleofawarenessandconsciousnessaggregate.这是个完全不同的豪宅市场Thisisacompletelydifferentluxurymarkets这里居住的是看不见的顶层这里演绎的是中国顶级财富的盛宴这里必将成为未来中国社会的焦点Livehereistheinvisibletop-levelHereistheinterpretationofChina'stopwealthFeastHerewillbecomethefocusofthefutureofChinesesociety富人的很多做法在我们常人来看好像反常和不合情理ManypracticesoftherichInourordinarypeopleitseemsthatunusualandunreasonable我们需要Weneedto在根植环境理解的基础之上，从产品的角度切入，来表达项目的核心价值，让客群强烈感受到项目的魅力和价值，来追随项目，赢得认同并产生美好的向往。Inthedeeplyrootedunderstandingofthebasisoftheenvironment,fromtheperspectiveoftheproductCut,Toexpressthecorevaluesoftheproject,sothatcustomergroupstronglyfeltthecharmandvalueoftheproject,tofollowtheproject,winningrecognitionandproduceabetterforhimself.三者形成均质，达成推广目标Thethreeformahomogeneous,achievingtargetsofpromotion本项目推广无须言它。Itisnotmadetopromotethisproject.高级的包装与对外形象，高度的品牌与社会影响。Advancedpackagingandtheexternalimage,Ahighdegreeofbrandandsocialimpact.豪宅营销之道LuxurymarketingWay一个名字（案名）一句话（SLOGAN）对外建立大的形象一个LOGO（视觉系统的建——五个一工程立）营（外）一套平面（对外主形象的确Camp(outside)立）一本楼书、现场包装、远程中程一个行为（事件行销的表达）对内配合销售现场近程的户外引导、手提袋、折页——销售工具的呈现、户型册等等。圈层营销的掌控销（内）Spheresofmarketingcontrol销售现场的仪式化Pin(I)Salesofon-siteceremony对外建立大的形象——五个一工程Theestablishmentofalargeimageoftheexternal-Five-OneProject一个名字（案名）Aname(casename)一个LOGO（视觉系统的建立）ALOGO(theestablishmentofvisualsystem)案名CaseName文化的。皇家的。内敛的。政要寓意的。想象力的。价值感的。厚重的。有分量感的。权贵底蕴的。重要性，提供选择的可能性。Culture.Royal.Restrained.Politiciansimpliedmeanings.Imagination.Valueofsenseofachievement.Thick.Weightysenseofachievement.Dignitariesinsideinformation.案名1CaseName1案名1、西山阙CaseName1,XishanQue1、西山代表着项目最本真的价值。2、“阙”字释义：古代皇宫大门前了望的楼，泛指帝王的住所。3、西山阙代表着西山的帝王居所。4、无可置疑的从容，与生俱来的霸气。1,WesternHillsrepresentsthebestofthetruevalueoftheproject.2,"Que,"thewordInterpretation:AncientPalaceofthefloorinfron