深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案

城市島居灣岸筑品

鴻瑞熙龍灣整合營銷推廣策劃案祈獺插淪饋就設(shè)綁潤溺潦疑鐘嗣貨餌歡別彰厄肆醞納嫩靖繃舜維蘸幣搏佳2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2欲知花島處，水上覓紅云。奉和虢州劉給事使君三堂新題《二十一詠·花島》前言

隔著寬闊的江水，無法看清花島的真面目，只是隱約可見遠(yuǎn)方似有一片紅色的云彩，那就是花島的具體位置。遠(yuǎn)望如紅云，則近處其花之繁盛可以想見：沐浴清晨的陽光、輕盈悠閑的白鷺、波光粼粼的河面、郁郁蔥蔥的河岸，還有那連接城市的橋廊……“熙”在漢語詞典中意為“振興、光明”，“熙龍灣”顧名思義即巨龍騰飛。鴻瑞熙龍灣位于中江大道中斷西側(cè)，緊鄰蕪湖市一中新校區(qū)，蕪湖市首座“城市濕地公園”緊靠項(xiàng)目北側(cè)，在鴻瑞熙龍灣可以將波光粼粼的湖面盡收眼底，更能體會落霞與孤鶩齊飛的迷人意境……熙龍灣三面臨水，天然島嶼，原生湖景與人工湖景相輔相稱，全面呈現(xiàn)“城市島居、灣岸筑品”的高尚生活模式。水景地產(chǎn),特色別墅,宜居生態(tài)地產(chǎn)項(xiàng)目緊鄰三千多畝的濕地公園，具有優(yōu)質(zhì)自然生態(tài)水景，將帶給江城人民高端的原生態(tài)濕地生活方式。在市場調(diào)查分析基礎(chǔ)上，我們把熙龍灣天然賦予的島嶼附上“優(yōu)雅、浪漫、閑適、唯美”的島居理念，將城市高知階層的需求用島居的方式演繹，實(shí)現(xiàn)建筑、環(huán)境與人居的和諧統(tǒng)一。注重培養(yǎng)消費(fèi)者“島居價值觀”，用新居住生活方式的居住理念，通過事件營銷（島居文化研討會等）和體驗(yàn)式營銷（樣板房），與最有價值的消費(fèi)者保持長期的緊密聯(lián)系，樹立熙龍灣新生活、高品質(zhì)的品牌形象。本策劃案以整合營銷為策略重點(diǎn)，讓客戶盡可能的了解鴻瑞·熙龍灣，充分詮釋、解讀項(xiàng)目的價值，促進(jìn)產(chǎn)品銷售；極大提高鴻瑞·熙龍灣商品的知名度和認(rèn)知度。加強(qiáng)社會公眾對鴻瑞房產(chǎn)和熙龍灣品牌的印象，提高企業(yè)的美譽(yù)度，樹立企業(yè)良好的形象。涯鍍桶斬梯勃牌雜唉挨翌花脈臟睫兇迸森含映繭嗓多怯鞠寧椿繩暢疹汗應(yīng)2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案3第一章背景梳理

1、熙龍灣三面環(huán)水的優(yōu)質(zhì)環(huán)境資源···············································································

72、區(qū)域內(nèi)樓盤集中上市競爭激烈····················································································83、目標(biāo)客群鎖定穩(wěn)定資產(chǎn)層····························································································94、swot分析·············································································································10第二章悅居：推廣策略

1、全面打造城市島居概念······························································································

112、“以我為主”的競爭策略·································································································143、雙線并行的傳播總策略································································································154、以事件營銷為主的區(qū)域營銷戰(zhàn)略·················································································165、先聲奪人的營銷推廣步驟·························································································176、小眾制勝大眾為輔的媒介推廣戰(zhàn)略···············································································18第三章悅動：活動營銷1、全方位的推廣宣傳開啟島居元年················································································202、島居之悅初創(chuàng)品牌形象····························································································243、心悅之享打造品牌意境·····························································································27第四章悅品：視覺表現(xiàn)

1、厚重沉穩(wěn)的logo設(shè)計(jì)··································································································282、各媒體設(shè)計(jì)表現(xiàn)···········································································································293、應(yīng)用系統(tǒng)表現(xiàn)··············································································································30第五章營銷費(fèi)用總預(yù)算

總營銷運(yùn)算···················································································································32目錄形伯侮呼俄抬飯貞濟(jì)撿淀媽洼北閥咋宰高人獻(xiàn)崗鴉譜酗動孽柵浴熬闊酮酞2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案4表一提綱摘要·············································································································································6表二樓盤戶型·············································································································································7表三競爭對手·············································································································································8表四城市島居概念表·····························································································································11表五雙線并行策略······································································································································15表六廣告推廣體系····································································································································15表七工作安排表·······································································································································26表八媒介安排表·········································································································································27表九總營銷費(fèi)用··········································································································································30圖表目錄愚囤憊夫擎梢妝釩汛挨皮打蝕始邊勛藻麗萊硝州即瑯邦捶揮赤硼偶誅求婿2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案圖一熙龍灣規(guī)劃圖····································································································6圖二熙龍灣區(qū)域圖·······································································································6圖三社會結(jié)構(gòu)體系模擬圖··························································································8圖四桃花島示意圖······································································································11圖五優(yōu)雅島居示意圖···································································································11圖六熙龍灣半島示意圖································································································14圖七四面環(huán)水示意圖·································································································14圖八熙龍灣推盤圖··········································································································17圖九主持人效果圖·····································································································17圖十熙龍灣導(dǎo)游車示意圖····························································································19圖十一熙龍灣停車指引員示意圖·······················································································19圖十二熙龍灣迎賓員示意圖·······························································································19圖十三熙龍灣生態(tài)示意圖①·······························································································22圖十四熙龍灣生態(tài)示意圖②······························································································22圖十五熙龍灣報(bào)廣圖······································································································29圖十六熙龍灣高炮圖①·····································································································29圖十七熙龍灣高炮圖②·····································································································29圖十八熙龍灣戶外大牌圖···································································································29圖十九熙龍灣路牌廣告圖··································································································30圖二十熙龍灣網(wǎng)絡(luò)廣告圖···································································································30圖二十一熙龍灣延展-售樓部······························································································30圖二十二熙龍灣延展-手提袋圖····························································································30圖二十三熙龍灣延展-售樓部圖····························································································31圖二十四熙龍灣延展-書圖···································································································31圖二十五熙龍灣延展-小區(qū)標(biāo)志牌圖······················································································31圖二十六熙龍灣延展-小區(qū)圖·································································································315匝雀匣屋廓讒條潞鳳縫拷岸氛粳果緝釁剪舞憋密逮熔遞燕設(shè)撻刨吶捕攢克2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案6認(rèn)識自我明確目標(biāo)制定策略采取行動形象包裝視覺表現(xiàn)目標(biāo)市場傳播策略執(zhí)行計(jì)劃傳播目標(biāo)產(chǎn)品梳理產(chǎn)品概念目標(biāo)人群競爭策略推廣計(jì)劃表工作執(zhí)行表推廣策略產(chǎn)品符號市場導(dǎo)入建議形成推廣體系營銷策略logo現(xiàn)場包裝廣告示例提綱摘要表一提綱摘要表宣塵親蒙辛肩罰茸齡恢莢寬魚顆天責(zé)慣忿捻哺返致碎勞銜諧斤倒蘋餾帆獺2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案7圖一熙龍灣規(guī)劃圖圖二熙龍灣區(qū)域圖1、熙龍灣三面環(huán)水的優(yōu)質(zhì)環(huán)境資源

未來居住中心如今地塊周邊有東部星城、東方紅郡、大觀花園等目在建、在售，根據(jù)國土資源局土地出讓計(jì)劃顯示，未來，城東將是蕪湖的土地出讓主力區(qū)塊，是未來的住中心。產(chǎn)品類型：高層、排屋、花園洋房主力戶型：120平米以下，別墅216-336平米?？倯魯?shù)：704戶120㎡以下120—150㎡復(fù)式215—237㎡別墅218—336㎡426套(61%)234（32.8%）24套（3.4%）20套（2.8%）第一章背景梳理表二樓盤戶型表勞難邀糙圣開牽椽禍榷頒那鎳撤頸抱銘盞乎身斂漚瀝試獨(dú)羌南般知遵禹刮2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案82、區(qū)域內(nèi)樓盤集中上市競爭激烈潛在項(xiàng)目位置規(guī)模開盤時間業(yè)態(tài)方式上海正地項(xiàng)目三譚音悅對面31萬㎡(住宅17萬㎡）2011年商業(yè)、住宅蘇寧環(huán)球項(xiàng)目政務(wù)中心東門旁80萬㎡(住宅55萬㎡）2011年商業(yè)、住宅益安置業(yè)項(xiàng)目政務(wù)中心西門旁34萬2011年住宅

未來一年中，城東新區(qū)潛在供應(yīng)量較大，將會集中上市亮相，這種競爭態(tài)勢也為本案提出了操作要求：必須走一條“和而不同”的推廣路線。“和”即憑借眾多項(xiàng)目的紛紛亮相，一同制造區(qū)域地塊的利好聲勢。“不同”的是，必須強(qiáng)調(diào)項(xiàng)目自身的特點(diǎn)和品牌優(yōu)勢，而避免單純的低層面產(chǎn)品價格競爭。表三競爭對手分析表各界人士對城東區(qū)域的看法：專業(yè)人士：對城東的未來規(guī)劃發(fā)展清晰，認(rèn)可城東的未來前景、發(fā)展?jié)摿Φ耐瑫r，對于區(qū)域成熟度的時間信心不足；蕪湖市民：對城東認(rèn)可其未來發(fā)展，但覺得和自己關(guān)系不大，而且認(rèn)為目前城東交通和居住配套缺失，其對城東心理距離大于實(shí)際距離。潛在客戶：對城東的規(guī)劃較熟悉，對未來的發(fā)展很樂觀，認(rèn)為其具備成為高檔住宅集群的潛力，看好該區(qū)域未來的投資價值。捉溶初涯渾享反治河菠氰掐址拱藻遮枝棘瀝鹿牡頒灘拈笛衫痛臃鎢筍蔬略2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案93、目標(biāo)客群鎖定穩(wěn)定資產(chǎn)層財(cái)富頂層穩(wěn)定資產(chǎn)層富裕市民階層市民階層赤貧階層

圖三社會結(jié)構(gòu)體系模擬圖本案的產(chǎn)品價值與特征直接決定了目標(biāo)客群的階層取向。他們來自于社會經(jīng)濟(jì)體系中接近層峰的部分（也有部分客戶來自新資產(chǎn)層）。在積累財(cái)富的過程中，他們已經(jīng)進(jìn)入到財(cái)富的穩(wěn)定期或擁有穩(wěn)定的財(cái)富收入，故經(jīng)濟(jì)體系又將其稱為：穩(wěn)定資產(chǎn)層。他們心目中的天堂前三位的是“風(fēng)光宜人的夏威夷”、“優(yōu)雅的巴黎”、“閑適的威尼斯”，可以發(fā)現(xiàn)購房者對自己獨(dú)特的見解，他們有品味，對閑適、優(yōu)雅、環(huán)境優(yōu)美的生活青睞有加。他們看重的生活要素主要是健康、自然、有品位和典雅、寧靜。

本案目標(biāo)客群的類型：1）剛需改善型客戶：關(guān)注品質(zhì)，追求生活便利性，對價格敏感度低；2）改善投資型客戶：對項(xiàng)目整體素質(zhì)要求較高，選擇面廣，注重實(shí)際；3）資源占取型客戶：認(rèn)可城東價值，對產(chǎn)品和環(huán)境資源要求高，對價格不敏感。

客戶生活狀態(tài)描摹：1）他們是閱歷豐富，眼界開闊，有鑒賞力的一群人；他們是城市的領(lǐng)袖，資本的掌控著，有著敬仰的地位的一群人；他們是有著自己的圈子，圈子活動是他們生活的重要組成部分的一群人。2）他們是城市的中層力量，有一定經(jīng)濟(jì)基礎(chǔ)，不愿遠(yuǎn)離城市繁華，希望給家人與自己一個好的居住場所與環(huán)境。馴耀語鋇躊琶宛昏濤迸遲溢鼎撅舉蕊吞乙角壹氯郭視明薦當(dāng)掃賂極診麓蟻2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案10①strength

１）資源優(yōu)勢：本案具備絕無僅有的城市濕地公園等優(yōu)質(zhì)自然資源；

2）區(qū)位優(yōu)勢：城東核心區(qū)域，蕪湖城市未來居住中心，高端產(chǎn)品規(guī)劃；3)城東板塊為蕪湖重點(diǎn)外擴(kuò)區(qū)域，未來價值有較大提升空間；②

weakness

1）生活基礎(chǔ)配套設(shè)施不完善；2）交通不便利，公共交通設(shè)施少；3）開發(fā)商知名度低，市民認(rèn)知度不高。③opportunity

1）

近年來，蕪湖市大力推行“東擴(kuò)南進(jìn)”發(fā)展戰(zhàn)略，城東成為蕪湖未來重要發(fā)展方向之一；

2）

在行政手段打壓房價向下和市場自然向上之間的博弈過程中,穩(wěn)步上漲的趨勢將成為未來的趨勢；3）蕪湖市場表現(xiàn)為受政策調(diào)整影響較為明顯，但同時也受供應(yīng)變化起伏的影響；

④

threats

1）政府調(diào)整房地產(chǎn)制度改革的決心不會更改，未來政策將日趨嚴(yán)峻；2）周圍各個樓盤的集中上市，對晚開盤的本案不利，競爭較為激烈；

3）本項(xiàng)目位于城東核心區(qū)域邊緣地帶，區(qū)域價值影響力難以與核心價值區(qū)域抗衡。

4、swot分析楓然珠兩孺贊絕恥撲乃律高棕傅隴泄畦望緣沼蔑啟額幽本海飼遍檸宦頻炎2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案111、全面打造城市島居概念政務(wù)區(qū)高端產(chǎn)品及規(guī)劃稀缺環(huán)境資源客群對應(yīng)的生活方式城市公園島居第二章悅居：推廣策略鴻瑞熙龍灣緊鄰濕地公園，水域面積大、生態(tài)資源良好，是個鳥語花香的好地方，而且它到蕪湖市政府只有1.3公里，到未來的城東cbd只有1公里，這里是獨(dú)一無二的！緊鄰中央公園和沿湖生態(tài)濕地，全面打造的高端住宅項(xiàng)目。依托產(chǎn)品和景觀資源，改變游戲規(guī)則，高調(diào)營銷，打造新的生活方式，重新制定區(qū)域居住價值屬性，強(qiáng)化區(qū)；對全市營銷，制定自身價值體系，讓熙龍灣的入市驚艷蕪湖，領(lǐng)袖城東。表四城市島居概念表贊池番塘凝眾揖冒宛樊塢漂廳蔓肇贅座盅徒扶灑擬寥圓盧攝扁鞋躇掖疏麗2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案12島：四面環(huán)水的小塊陸地成為島嶼。其中面積較大的稱為島，如我國的臺灣島；面積特別小的稱為嶼，如廈門對岸的鼓浪嶼。聚焦在一起的島嶼稱為群島，如我國的舟山群島。而按弧線排列的群島又稱島弧，如日本群島、千鳥群島等。三面臨水，一面和陸地相連的稱半島，如阿拉伯半島。島居：自古為中外高人雅士所喜愛。島居豪宅，更是有價無市?！陡２妓埂冯s志評出“全美十大頂級豪宅”中，有3座坐落于半島——紐約半島。全球目前最流行的購房活動——買島。許多人無法在現(xiàn)實(shí)生活中實(shí)現(xiàn)，但也不妨礙他們對島居的虛擬構(gòu)想，最著名的島主——癡情而又飄逸的桃花島主黃藥師黃東邪。島居，一直是人們的終極置業(yè)夢想。圖四桃花島示意圖圖五優(yōu)雅島居示意圖般閏軍遼屎棚惑探不渺只辜鳳嶺例吼內(nèi)隋肖鹽順茬餌汛棺的痕斟每搜泡班2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案13半島四面環(huán)水，名曰島現(xiàn)在熙龍灣可以實(shí)現(xiàn)你的島居夢想

“智者樂水，仁者樂山”，親水、親地，是人與生俱來的特質(zhì)。人們都希望能在自然流動的水邊滋養(yǎng)智慧，過濾心靈。城市規(guī)劃的半島區(qū)域及項(xiàng)目規(guī)劃設(shè)計(jì)的島居理念，讓熙龍灣擁有了得天獨(dú)厚的自然資源環(huán)境。蕪湖島居規(guī)劃熙龍灣的島居規(guī)劃理念根據(jù)《蕪湖市城東新區(qū)規(guī)劃圖》，放開局面，從整個區(qū)域圖來看，熙龍灣所處的區(qū)域三面臨水，名副其實(shí)的是一個半島。熙龍灣創(chuàng)造獨(dú)立的小島，讓居住環(huán)境更高品質(zhì)，更優(yōu)雅，更生態(tài)。湖畔半島。引入水系，讓更多的地塊變成半島式，豐富景觀，優(yōu)化環(huán)境。圖六熙龍灣島居示意圖圖七四面環(huán)水示意圖扳竭俘茫隆撮竿蕩椎起洋囚庶雇揪榨放吞剎狽倡展謀摹吠木帛旬此壯停虱2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案142、競爭戰(zhàn)略

面對市場：強(qiáng)調(diào)“以我為主”主動戰(zhàn)略本案在面對整個市場競爭壓力時，大可不必將競爭對手泛化。而更應(yīng)該堅(jiān)定不移的發(fā)掘和強(qiáng)調(diào)自身獨(dú)特性，強(qiáng)調(diào)“以我為主”的主動競爭策略。以我為主，反映在市場上，就是依據(jù)實(shí)際市場環(huán)境，堅(jiān)持走自己的發(fā)展路線；用誠信和利益來吸引樓盤顧客，服務(wù)好消費(fèi)者，維系雙方之間的合作關(guān)系，謀求共贏，最終贏得市場。

戰(zhàn)略分解:項(xiàng)目突破競爭、快速蓄客

1)戰(zhàn)略動作分解第一層面：重新構(gòu)建蕪湖市場第四級未來城市中心板塊價值;城東核心價值：稀缺城市原生態(tài)景觀資源；城市政務(wù)新區(qū)的未來規(guī)劃；升值空間價值明顯；學(xué)區(qū)醫(yī)院等資源搭建等足以支撐城市新中心第四板塊的價值.2)戰(zhàn)略動作分解第二層面：角色的轉(zhuǎn)變——前期以挑戰(zhàn)者的身份，后續(xù)力圖成為領(lǐng)跑者;不跟區(qū)域內(nèi)項(xiàng)目做面對面的斗爭,項(xiàng)目本身為前提，產(chǎn)品營銷發(fā)力，建立自身的價值體系競爭，逐步實(shí)現(xiàn)區(qū)域領(lǐng)導(dǎo)者的地位3)戰(zhàn)略動作分解第三層面：從形象、展示、營銷話術(shù)、方式上迅速建立差異化的高端項(xiàng)目定位占領(lǐng)市場;

依托高于市場的高端項(xiàng)目的園林、建筑構(gòu)件,給予客戶充足的價值感觸點(diǎn)，塑造項(xiàng)目較強(qiáng)的品質(zhì)感，建立城東新區(qū)的城市,原生態(tài)生活標(biāo)準(zhǔn).撥騎瓦旗縛五志課賂霍憲駐曝講諷磨嶺桿冗閡愉寸開諷慚臀完餃秤劃腳擾2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案15形象推廣熙龍灣的高端形象賣點(diǎn)介紹感性訴求話題炒作島居的居住方式理念導(dǎo)入理性訴求3、雙線并行的傳播總策略明線暗線針對項(xiàng)目的特殊性，確定本案雙線并行的推廣策略，即明線、暗線結(jié)合，同時進(jìn)行廣告投入和事件、活動營銷，以求達(dá)到最佳的傳播效果。表五雙線并行策略表廣告投放事件/活動預(yù)告活動提供內(nèi)容消費(fèi)者獲知致電售樓人員

售樓處/會所/樣板區(qū)產(chǎn)生興趣直接前往在會所/現(xiàn)場舉行購買產(chǎn)品口碑傳播購后傳播充分認(rèn)知新客戶新客戶致電或前往售樓處新客戶參與下一輪活動產(chǎn)生興趣表六廣告推廣體系袖話帶與卒拽諾仕酪脆玻殲陵晶揩費(fèi)充者孝坍生摸蝦域宇挽胡緘累涂祈荔2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案16所謂事件營銷，是指企業(yè)通過策劃、組織和利用具有新聞價值、社會影響以及名人效應(yīng)的人物或事件，吸引媒體、社會團(tuán)體和消費(fèi)者的興趣與關(guān)注，以求提高企業(yè)或產(chǎn)品的知名度、美譽(yù)度，樹立良好品牌形象，并最終促成產(chǎn)品或服務(wù)的銷售的手段和方式。

成功的事件營銷，關(guān)鍵在于影響力及表達(dá)項(xiàng)目的價值點(diǎn)，即在一個集中的節(jié)點(diǎn)，將制造和傳播事件的影響力，引起各行業(yè)各精英對本項(xiàng)目的關(guān)注。4、以事件營銷為主的區(qū)域營銷戰(zhàn)略事件一：《熙龍灣島居體驗(yàn)酒會暨新品發(fā)布會》事件背景：項(xiàng)目開盤事件內(nèi)容：熙龍灣產(chǎn)品發(fā)布及簽約酒會。事件對象：通過熙龍灣邀請登記客戶。事件的目的和出發(fā)點(diǎn)：通過設(shè)置高端傳播議題，達(dá)到內(nèi)部傳播渠道和外部傳播渠道的深度整合，最終將開盤事件（或成功開盤的信息）水到渠成地公之于眾，形成極其有利于擴(kuò)大項(xiàng)目影響力的連鎖效應(yīng)?；顒拥攸c(diǎn)：熙龍灣會所

事件二：《蕪湖城東發(fā)展規(guī)劃&島居文化研討會&大型論壇》事件背景：項(xiàng)目知名度建立事件內(nèi)容：蕪湖城東發(fā)展規(guī)劃，詳細(xì)解讀程度的發(fā)展規(guī)劃、濕地公園、未來前景等事件對象：通過蕪湖政府部門、蕪湖知名人士、蕪湖重量級人物的討論及演繹。事件的目的和出發(fā)點(diǎn)：通過邀請名人，吸引關(guān)注；通過政府部門及官員詳細(xì)對城東區(qū)域的詳細(xì)解讀以及報(bào)紙、電視等媒體的跟蹤報(bào)道，形成極其有利于擴(kuò)大項(xiàng)目影響力的連鎖效應(yīng)?；顒拥攸c(diǎn)：熙龍灣會所仆組箕膳腰鮑啪野有氛科鞏刊勾荒窮欺量績囚妨旨源邯握力瑞冒割垃蛻乘2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案175、先聲奪人的營銷推廣步驟

一部具有精彩開頭的電影，才能讓消費(fèi)者更有信心和激情期待整部電影；熙龍灣，牽手魯豫有約節(jié)目、著名影星葛優(yōu)先生，助力鴻瑞強(qiáng)勢發(fā)聲，講述國際濕地生態(tài)生活的故事和理想，樹立起項(xiàng)目高端、生態(tài)的生態(tài)住區(qū)形象；同時先期推售占據(jù)最佳景觀、最佳區(qū)位的排屋房源的房源，一炮打響，在社會上形成良好的口碑，提升了熙龍灣的社會形象及樓盤知名度，在短時間內(nèi)夯實(shí)公認(rèn)蕪湖地位。圖八熙龍灣推盤圖項(xiàng)目前期形象高調(diào)啟動；現(xiàn)場高端明星陣容，葛優(yōu)的良好形象代言，樹立起項(xiàng)目高端、生態(tài)的住區(qū)形象；邀請蕪湖政界領(lǐng)導(dǎo)，現(xiàn)場進(jìn)行濕地公園的未來規(guī)劃展望，塑造項(xiàng)目未來區(qū)域的價值，擴(kuò)大市場影響力；鳳凰衛(wèi)視主持人-陳魯豫：知名度高，既是嘉賓又是主持人，攜手葛優(yōu)，鴻瑞熙龍灣講述一個關(guān)于濕地生態(tài)的故事。圖九主持人效果圖看契佑異約荊利共盈洛昭搞島賜侍甸貉逾事傅謄悼猛凸欠肛置捏榜餡僚堤2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案186、小眾制勝大眾為輔的媒介推廣策略針對性小眾媒體選擇建議高端的客戶，就是一個目標(biāo)客戶的圈子。針對這個圈子，有針對性的投放廣告。媒體選擇:dm,小冊dm投放形式：以實(shí)名制的形式，直接將項(xiàng)目小冊寄送于目標(biāo)客戶。小冊投放形式：與銀行、高端車行合作，資源共享，將小冊直接置放在銀行、高端車行中，或通過各公司以會刊等形式寄送于客戶群手中。同時小冊以故事敘述的方式把項(xiàng)目細(xì)節(jié)娓娓道來，從而使目標(biāo)群體對項(xiàng)目產(chǎn)生價值感。產(chǎn)品營銷推廣中的要點(diǎn)：細(xì)節(jié)展現(xiàn)產(chǎn)品品質(zhì)：置業(yè)顧問最具競爭力的解說、極致的銷售服務(wù)體系、高品質(zhì)的氛圍營造置業(yè)顧問解說：關(guān)于產(chǎn)品競爭力，置業(yè)顧問的解說好壞直接決定客戶心目中的價值排序。本項(xiàng)目的島居生活凡是，凸顯項(xiàng)目高端價值的方式就是通過銷售與客戶接觸時生動的一對一的解說?！皪u居生活目前在全世界也只有少數(shù)人能享受的島，而且是都是國際最頂尖的認(rèn)識，蕪湖真正的島居生活也就是我們項(xiàng)目?！敝T如此類的針對細(xì)節(jié)的說辭將貫穿講解始終，客戶從沒有接受過如此生動的解說，怎能不被打動？銷售服務(wù)體系：將服務(wù)做到極致，脫離市場的同質(zhì)化競爭，舒心的客戶體驗(yàn)成為客戶購買的核心因素。在競爭激烈的蕪湖城東市場，擁有多個為人認(rèn)可樓盤，在品質(zhì)、規(guī)劃、產(chǎn)品等多個方面各樓盤均處于同質(zhì)化競爭態(tài)勢中；在這樣的背景下，極致的銷售服務(wù)體系將是項(xiàng)目脫穎而出的關(guān)鍵。其銷售服務(wù)體系貫穿客戶購房流程的每一個細(xì)節(jié)環(huán)節(jié)，客戶也親身體會到在此購日后會享受到的服務(wù)，這種服務(wù)成為客戶購買該項(xiàng)目的重要因素；氛圍營造：在銷售的過程中，現(xiàn)場氛圍對購房者有著極大的影響。需要有與之匹配的品牌的氣質(zhì)支持，使其為項(xiàng)目形象的樹立提供形象支持，使消費(fèi)者有一個可感可知的銷售現(xiàn)場。地霄燦龐輾苯礦罐棚尤拐蕭注遂琴暇冕膚孫甫提舒降鉚痊操匿肛蕭豫彥擲2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案19配備高檔看房車，增加項(xiàng)目的品質(zhì)感及尊貴感。停車指引員，佩帶耳

麥，引導(dǎo)客戶停車同

時通知售樓處準(zhǔn)備迎

接貴賓。管家式迎賓，在售樓處門口安排獨(dú)立的迎賓或規(guī)定銷售人員在門口迎接。圖十熙龍灣導(dǎo)游車示意圖圖十一熙龍灣停車指引員示意圖圖十二熙龍灣迎賓員示意圖氛圍營造落銹塘帚深淘馭抨惱誹瘧需倫躊轅更涂痕離梁睹軸班隨江嘔菩霞豫宮函銜2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案201、全方位的推廣宣傳開啟島居元年階段主題：開啟城市公園島居元年階段任務(wù)：強(qiáng)勢出擊市場，以核心利益點(diǎn)直接吸引市場的關(guān)注認(rèn)同，產(chǎn)生偏好度，快速積累意向客戶；期間包含展示中心以及房交會等一系列活動持續(xù)打擊市場，配合大眾渠道的全方位的推廣宣傳，高調(diào)揭幕項(xiàng)目的第一戰(zhàn)。階段重點(diǎn)：售樓部開放、房交會媒介選擇：報(bào)紙廣告產(chǎn)品出發(fā)，區(qū)域覆蓋，擴(kuò)大知名度。戶外廣告圍繞產(chǎn)品核心賣點(diǎn)及開盤信息釋放，積累客戶。網(wǎng)絡(luò)廣告產(chǎn)品賣點(diǎn)傳播，開盤信息釋放，積累客戶。電臺廣告擴(kuò)大知名度，直接產(chǎn)品賣點(diǎn)傳播。dm直投綜合項(xiàng)目賣點(diǎn)，大面積投放，積累客戶。短信綜合活動及開盤預(yù)告，區(qū)域性短信投放。第三章悅動：活動營銷孺炎哮懼釣話斧塢恿碼滲賴琵搪憑啊俏徹勛杖戊遞篙疇凰個塔亦劫察涪額2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案標(biāo)題：開啟城市公園島居元年隨文：從夏威夷到巴厘島，從馬爾代夫到馬洛卡，島居，成為城市最奢華的藏品。鴻瑞·熙龍灣，城市新中心的生態(tài)地標(biāo)，全面開啟蕪湖城市島居時代，成為城市的珍藏！報(bào)廣文案示例一：21蛹棋畢貞昆鱉祥棒增勃唱假汕輾伯鋒煽西猜塢氖妮鄭釉前越乍碗作篡柒凸2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案22主要活動：一、與《大江晚報(bào)》聯(lián)合舉辦專欄：島居文化體驗(yàn)&島居生活方式探討世界著名旅游島嶼與居住。保持每周一期的頻率。二、濕地公園攝影大賽，原生態(tài)的環(huán)境攝影，獲獎作品作為樓書素材和售樓部裝修的展板等。因現(xiàn)有的環(huán)境，照片以擷取某個場景或部分圖片即可。圖十三熙龍灣生態(tài)示意圖①圖十四熙龍灣生態(tài)示意圖②鴨誹藹性禱禽沁少拍屬輥現(xiàn)軀詐寒鬼談朽亞盼攪多錨肪叫潮憋苞密應(yīng)跺肌2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案23主要工作事項(xiàng)：事項(xiàng)內(nèi)容年度推廣方案年度推廣主題、經(jīng)營目標(biāo)、推廣策略、媒體組合、工作計(jì)劃階段執(zhí)行方案階段活動執(zhí)行方案媒體聯(lián)系戶外、報(bào)紙、網(wǎng)絡(luò)、電臺、雜志等（以年度為基礎(chǔ)談）活動嘉賓活動方案/籌備/物料設(shè)計(jì)三系列sp活動活動方案/籌備/物料設(shè)計(jì)《媒體樓書》基礎(chǔ)素材準(zhǔn)備、文案撰寫、設(shè)計(jì)版面報(bào)紙?？?夾報(bào)版面預(yù)定/創(chuàng)作完成宣傳戶外、網(wǎng)絡(luò)、短信住宅策略策略整合論壇主題活動活動方案/籌備/物料設(shè)計(jì)表七工作安排表碴樟飲濰野捧同澄誣午飽誤桂反耐桔碑肉惡聊妄襟棘改徘灰滓?guī)︼@悄2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案24階段主題：島居之悅階段任務(wù)：

基于島居生活的提念及在市場的宣傳，提高到情感高度。階段重點(diǎn)：

實(shí)效營銷活動、銷售策略調(diào)整以產(chǎn)品解構(gòu)及項(xiàng)目自身環(huán)境解構(gòu)為主、開盤、客戶關(guān)懷活動。

2、島居之悅初創(chuàng)品牌形象大眾媒體：報(bào)廣——大江晚報(bào)、蕪湖日報(bào)(新聞、軟文、硬廣)、戶外（高炮、工地及道旗沿路包裝，蕪宣高速高炮）小眾媒體：網(wǎng)絡(luò)：蕪湖365，搜房蕪湖，網(wǎng)絡(luò)媒體投放（網(wǎng)站通欄，專題論壇等）雜志：蕪湖樓市，視覺經(jīng)典廣播：蕪湖本地汽車電臺及電視臺

dm：蕪湖銀行卡客戶及部分奇瑞集團(tuán)等大型企業(yè)客戶短信：活動信息告知本階段媒介重點(diǎn)：戶外+報(bào)紙+網(wǎng)絡(luò)媒介選擇：癢奄鈉薦紡哀條偏伸詩鵝上汾雙蛻淺窺迸黑耶撐劫捧滑摸君油袱郝吏壇剁2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案鴻瑞?熙龍灣+logo城市島居灣岸筑品一江一城一墅開啟城市公園島居別墅生活元年熙龍灣悅享城市生活2011年重要作品悅墅榮耀面市報(bào)廣示例二：25享髓也眩找半樓棧秸社操薦威戴俘劉綱墟敢杭讀擦氯嵌喇漂迫瞬描榜纏樣2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案2011年深圳市鴻瑞熙龍灣地產(chǎn)整合營銷推廣的策劃案26主要工作事項(xiàng)：事項(xiàng)內(nèi)容排屋首次開盤活動方案、場地、氛圍包裝等銷售物料樓書、戶型冊、dm文案、設(shè)計(jì)、制作定向推廣車友會、銀行vip直郵等雜志主流高端雜志廣告（視銷售情況投放）本階段媒體投放安排：事項(xiàng)內(nèi)容報(bào)紙(大江晚報(bào),蕪湖日報(bào))排屋住宅首次開盤前三次整