江西泰然雅居度营销推广执月销售活动策略.pdf

瑾献世纪海通集团 Annual marketing execution case 泰然雅居· 年度营销推广执行案 2012年2月15日 COREAD共读地产 全年销售目标 保底销售1.5亿力争2亿 Annual sales target Guarantee strive to sales 150 000 000 200 000 000 2012推广聚焦 2012 to promote the focus 定位：泰然雅居 昌南最具性价比项目 方向：主抓刚性需求及首改需求客户 Positioning: stride Agile Chang South most cost-effective project Direction: concentrating on the rigid demand and change the needs of customers 前期探讨成果 Pre-investigate the results 传播中全面围绕“昌南最具性价比”一诉求点展开  扩大泰然雅居客户面，增加昌南周边乡镇推广力度  深度挖掘现有老客户力量，有效促进老带新效果  持续保持项目热度，始终保持案场热销氛围  计划全年营销广告费用占销售额的2%，共计300万元 2% of the planned annual marketing and advertising expenses as a percentage of sales, for a total of 300 million Comprehensive around CHANGNAN most cost-effective, the selling point to expand the dissemination of To expand calmly Agile customers face, and increase the surrounding towns of CHANGNAN efforts to promote Depth of excavation of existing and old customers the power of the effective promotion of the old and new effects Continue to keep the project heat, always keep the hot atmosphere of the case of field Stride Agile 2012 annual marketing plan: 泰然雅居2012全年营销计划： 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 February March April May June July August September October November December 考虑到这几个月将是天气炎热， 完全前期定 续客量达到500组 是传统销售淡季，为依旧保持现 年末销售任务冲刺，适当加 购房源签约 左右，推出6、 场热度，针对剩余房源每月推出 大促销力度，完成全年营销 Completely pre- 7#，集中开盘 10套特价房，10套一口价，并每