深圳市鸿瑞熙龙湾地产整合营销推广策划案.ppt

城市岛居 湾岸筑品 城市岛居 湾岸筑品 鸿瑞熙龙湾整合营销推广策划案 * 欲知花岛处，水上觅红云。 奉和虢州刘给事使君三堂新题《二十一咏·花岛》 前 言 隔着宽阔的江水，无法看清花岛的真面目，只是隐约可见远方似有一片红色的云彩，那就是花岛的具体位置。远望如红云，则近处其花之繁盛可以想见：沐浴清晨的阳光、轻盈悠闲的白鹭、波光粼粼的河面、郁郁葱葱的河岸，还有那连接城市的桥廊…… “熙”在汉语词典中意为“振兴、光明”，“熙龙湾”顾名思义即巨龙腾飞。鸿瑞熙龙湾位于中江大道中断西侧，紧邻芜湖市一中新校区，芜湖市首座“城市湿地公园”紧靠项目北侧，在鸿瑞熙龙湾可以将波光粼粼的湖面尽收眼底，更能体会落霞与孤鹜齐飞的迷人意境…… 熙龙湾三面临水，天然岛屿，原生湖景与人工湖景相辅相称，全面呈现“城市岛居、湾岸筑品”的高尚生活模式。水景地产,特色别墅,宜居生态地产项目紧邻三千多亩的湿地公园，具有优质自然生态水景，将带给江城人民高端的原生态湿地生活方式。 在市场调查分析基础上，我们把熙龙湾天然赋予的岛屿附上“优雅、浪漫、闲适、唯美”的岛居理念，将城市高知阶层的需求用岛居的方式演绎，实现建筑、环境与人居的和谐统一。注重培养消费者“岛居价值观”，用新居住生活方式的居住理念，通过事件营销（岛居文化研讨会等）和体验式营销（样板房），与最有价值的消费者保持长期的紧密联系，树立熙龙湾新生活、高品质的品牌形象。 本策划案以整合营销为策略重点，让客户尽可能的了解鸿瑞·熙龙湾，充分诠释、解读项目的价值，促进产品销售；极大提高鸿瑞·熙龙湾商品的知名度和认知度。加强社会公众对鸿瑞房产和熙龙湾品牌的印象，提高企业的美誉度，树立企业良好的形象。 * 第一章 背景梳理 1、熙龙湾三面环水的优质环境资源 ········································································· ······ 7 2、区域内楼盘集中上市竞争激烈 ····················································································8 3、目标客群锁定稳定资产层 ····························································································9 4、SWOT分析 ···························································· ······································· ··········10 第二章 悦居：推广策略 1、全面打造城市岛居概念······························································································ 11 2、“以我为主”的竞争策略·································································································14 3、双线并行的传播总策略································································································15 4、以事件营销为主的区域营销战略 ·················································································16 5、先声夺人的营销推广步骤 ·························································································17 6、小众制胜大众为辅的媒介推广战略···············································································18 第三章 悦动：活动营销 1、全方位的推广宣传开启岛居元年 ·····························