世纪瑞博金地南京所是街项目策略报告.ppt

我们，山山来迟 -- 金地南京所街项目策略报告 什么是贴合产品的差异化定位？ 客群状态写真： 1、事业处于上升期，收入呈稳定及上升状态，希望在能力之内改善住宅品质。 2、相对年轻，在意同阶层或更高阶层肯定目光，在意“鲜花掌声”，希望通过住宅彰显品位及身份价值。 3、事业缘故，无法离开城市，郊区别墅或townhouse对其吸引较小，希望住宅处于城区。 方案一 方案二 方案三 方案四 方案五 回顾 方案一 方案二 品牌篇备选 从金地到南京，人们对品牌认知的空白期， 到使“浅隐”的广告定位深入人心， 其间，必然需要一段理性的过程及策略支持。 目的： 传递项目“山的血统”， 借助山的符号，首先解决金地在南京的品牌问题和项目在南京的形象问题。 诉求主题：我们“山山来迟” 目的：告知本案是如何“在城市中打造一座意向之山”。 诉求主题： 山的精神 时间节点：开盘前1个月左右 目的： 传达出“山的理念”，将产品卖点与山紧密联合，打造一种既低调厚沉，又有高调品味的“山的气质”。 诉求主题： 潜隐，城里的山 目的： 在项目于南京市场奠定广告调性和产品气质后，对金地到南京的品牌形象进行梳理及强化。 诉求主题： 城市理性艺术品 第三阶段——产品阶段 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 秀稿 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011