中海奥龙观邸高层驳您品推广策略.ppt

中海·奥龙观邸高层产品推广策略案;;;1、推广阶段：奥龙观邸整体形象导入，别墅产品入市（09年） 2、推广主题：奥体核心 · 龙脉别墅 3、推广手法：线上（纸媒+户外+网络+广播+短信） +线下（项目推介会+开盘活动） 4、报广频次：开盘前集中引爆 5、推广效果：一期别墅开盘即售磬;;;PART3 任务 ;;市场分析 ——高层市场态势;市场分析 ——高层产品面临推广问题;客群分析 ——高层产品面临客群猜想;客群分析 ——高层目标客群物理描述;目标客户聚焦——占有城市最好的房子;消费观特性;产品分析;;;;;明确策略总体思路;;;依托七大豪宅定律，树立济南豪宅标杆， 以龙脉豪宅收藏城市影响力。;;;;;线上－－户外（围挡+区域指引+机场新户外资源） 线上－－报纸广告 开盘前后一个月集中投放 线上－－广播 开盘前后各一个月集中投放 ;开 盘;;报广(系列一）;报广(系列一）;报广(系列一）;;报广(系列二）;报广(系列二）;报广(系列二）;精神读本——THE DRAGON 龙族之苑;精神读本——THE DRAGON 龙族之苑;精神读本——THE DRAGON 龙族之苑;精神读本——THE DRAGON 龙族之苑;活动——样板间开放典礼;活动——奢侈品展;活动——城市精英理财沙龙;视觉部分;VI;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;开盘前报广;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;开盘后报广;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;围挡;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Th