“贵阳·世纪文化广场”项目【营销策略报告】目录第一部分营销准备····························································【01】工作范畴·····························································【02】主题提炼·····························································【07】形象塑造·····························································【09】品牌策略·····························································【11】资源整合·····························································【13】卖点梳理·····························································【14】第二部分营销策略······································································【17】营销计划·····························································【18】营销内容·····························································【22】营销模块·····························································【27】营销创新·····························································【30】第三部分推广策略······································································【37】推广计划·····························································【38】推广准备·····························································【44】推广策略·····························································【46】媒介策略·····························································【52】炒作构想·····························································【55】费用预算·····························································【57】第四部分价格策略······································································【58】定价分析·····························································【59】定价策略·····························································【64】价格制定·····························································【67】第五部分修订策略······································································【69】督促策略·····························································【70】指导策略·····························································【71】修订策略·····························································【71】审核策略·····························································【72】第一部分：营销准备前言房地产项目在进行了详细市场调研和确定了项目定位策略后，紧接着就进入了实战阶段即房地产项目招商/销售阶段。对于房地产中的综合商业物业项目，在正式销售阶段之前还必须明确是什么样的经营商家入驻？在明确了商家与业种组合后，物业的销售就是方案和价值实现的最终环节。通过销售开发商才能实现资金回收和利润实现，同时前期所有工作也需要通过销售环节来检验。在房地产项目进入销售阶段时，我们要明确销售实施前有哪些准备工作要做，销售进入各个阶段后要准确把握其规律，针对性的制定方案及实施，并在销售过程中不断地总结和调整营销方案，才能获得项目销售成功。房地产销售阶段一般分为销售准备阶段和销售实施阶段，如下图：项目销售阶段销售准备阶段销售实施阶段本部分主要确定如下几个方面工作：工作范畴主题提炼形象塑造品牌策略资源整合卖点梳理11．．11工作范畴工作范畴1.1.1工作的两个层次1、一般性工作，即规定动作营销工作再复杂，也有章可循，只要分清头绪，一步步实施，就能到达预期销售目标。房地产开发不可照搬成功经验，敝司只能根据每一个具体的项目结合长期的实战的经验，才能对本项目进行具体的分析研究，总结出相关必备的工作内容，并进行有计划的执行。在开展每个工作环节时，希望对各个环节都有章可寻。敝司认为，如果较好地完成规定动作，就能基本实现本项目的预期目标。2、个性化工作，即自选动作目前房地产已进入买家市场阶段，竞争日渐激烈，要求在开发商的统一要求下施出浑身解术，吸引消费者，以超越竞争致胜商场，否则，就会被市场弃之。因此，我们必须针对竞争对手，超越一般性工作，对方式方法进行创新，投入大一点，工作要求高一点，但附加值也要高一些，值得。1.1.2我们面临的工作内容1、营销综合进度监控表（总体按照03年10月18日开盘安排）表（1）工作项目序工作内容执行部门配合部门实施开始完成时间号时间设计调整1物业规划修订建议鸿基企化部智尊项目组03/09/0503/09/092工程修订同意工程部鸿基企化部03/09/1503/09/303施工执行工程部鸿基企化部03/09/3004/02/284铺位规划划分方案智尊项目组鸿基企化部03/09/1503/09/255铺位规划方案确定鸿基企化部智尊项目组03/09/2603/09/306铺位面积测量工程部鸿基企化部03/10/803/10/107铺位销售面积最后确定鸿基企化部智尊项目组03/10/1003/10/13招商/销8销售中心调整方案智尊项目组鸿基企化部03/09/0903/09/15售中心9销售中心展板设计广告公司智尊/鸿基03/09/2603/09/3010销售中心布置完成广告公司智尊/鸿基03/10/1003/10/16户外广告11户外路牌选点完成广告公司鸿基/智尊03/09/2603/09/3012户外路牌平面设计广告公司智尊/鸿基03/09/2603/10/0813户外路牌平面设计确定鸿基企化部智尊/广告03/10/0803/10/1014户外路牌安装施工广告公司智尊项目组03/10/1103/10/1515户外广告验收鸿基企化部智尊/广告03/10/1503/10/16现场布置16现场包装方案智尊项目组鸿基/广告03/09/1503/09/2517现场包装方案确定鸿基企化部智尊项目组03/09/2603/09/3018现场包装调整方案实施广告公司智尊/鸿基03/10/0103/10/15现场物料19鸟瞰图/透视效果图提供设计公司鸿基企化部03/09/2503/09/25准备20铺位销售控制图设计广告公司智尊/鸿基03/09/3003/10/821铺位销售控制图确定鸿基企化部智尊项目组03/10/0803/10/1022铺位销售控制图安装广告公司智尊/鸿基03/10/1103/10/1223室内外灯点选择/制作鸿基企化部智尊项目组03/10/1103/10/1624展板图选择/制作/安装广告/智尊鸿基企化部03/09/3003/10/1525各功能标牌（接待处/签约处/广告公司智尊项目组03/10/0803/10/16收款处/招商处等）26礼品（手袋等）广告公司智尊项目组03/10/0103/10/1627各类挂旗/彩旗/汽球广告公司智尊项目组03/10/0103/10/1628销售道具布置与安排广告公司智尊项目组03/10/0803/10/16销售资料29投资手册设计广告公司智尊项目组03/09/2503/10/08准备30投资手册设计确定鸿基企化部智尊/广告03/10/0803/10/1031投资手册印刷广告公司鸿基/智尊03/10/1003/10/1632DM直邮招商/销售资料设计广告公司智尊项目组03/09/2603/10/0833DM资料确定/印刷广告公司智尊/鸿基03/10/08