奥克斯盛世经典二期精推广传播策略沟通(海纳策略).ppt

二期推广传播策略沟通;2010年 4—12月 项目从第一次在市场上亮相到一期的售罄 项目调性鲜明 精工大宅的概念深入人心 市场表现低调 视觉形象疲劳;2011年 销售体量庞大 价格必须上扬; 现有的产品承诺和形象 并不匹配二期我们希望达成的目标;;二期在推广中的主要任务： 赋予产品与价格等值的形象和体验;如何才能匹配？ 匹配是否就意味着寻找更多的卖点？;消费的本质就是符号的交换 符号更大的价值在于其精神层面的坐标意义 这不是大园林、大阳台、大栋距能解决的 比产品表述更重要的是 你是否赋予了产品富涵符号的体验和认知 ;;我们首先想到的是钻石。无论它璀璨的色泽还是精密的切割工艺都和我们的项目“精工”概念较为匹配。;精工科技的象征颜色 符合奥克斯地产秉承“德系精工” 的建筑主张。 容易形成传播上统一的识记符号;二期案名;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.;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.;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