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御景江山楼盘策划
内容提要
本策划从五个部分对御景江山楼盘销售进行规划与设计,以“深度的分析,别具震撼力的宣传与推广,最佳媒介组合,最合理费用分配”来实现2011的销售目标,本策划将其整体可归纳为“御景江山楼盘策划·四部曲”,将御景江山打造为赣州独一无二“生态·健康园区”,通过独具吸引力活动与别具震撼力论坛与宣传,聚焦目标人群目光,最终促使购买。
目录
第一部分 全国房地产发展状况
一、全国房地产市场行业发展情况分析···························01
(一)国家的房地产政策对全国房地产行业的影响··················02
二、赣州市房地产发展状况·····································03
三、企业自身分析·············································05
(一)赣州大华地产有限公司基本资料····························05
(二)大华地产经营特色········································06
(三)御景江山房地产分析······································06
四、竞争对手分析·············································.7
五、消费者分析···············································09
第二部分 营销提案
一、整体营销思路·············································11
1.营销目标定位···············································11
2.市场定位···················································11
3.形象定位···················································11
二、营销策略·················································12
(一)事件营销活动············································12
(二)广告策略················································14
(三)公关策略················································14
(四)促销策略················································14
第三部分 创意提案
平面广告一:御景江山——生态·健康之旅就在家门口·············16
平面广告二:御景江山——帝豪之城,生态园区···················17
平面广告三:御景江山——生态家园·····························18
网站——御景江山官网·········································19
第四部分 媒介提案
一、媒介选择整体思路········································20
二、媒介选择类型············································20
三、媒介目标················································20
四、媒介投入范围············································21
五、媒介具体实施············································21
第五部分 费用预算
一、费用预算目的·············································22
二、费用预算原则·············································22
三、费用具体实施·············································22
附录:调查问卷 调查报告
第一部分 全国房地产发展状况
一、全国房地产市场行业发展情况分析
2010年一轮又一轮调控政策出台之后,抑制了部分需求的释放,绝大多数城市成交面积同比下降明显,但
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