浙中國際項(xiàng)目整體運(yùn)營思路及商務(wù)合作方案VIP

浙中國際項(xiàng)目整體運(yùn)營思路及商務(wù)合作方案浙江·蘭溪二〇一六·五目錄一、項(xiàng)目基本情況分析·································1二、蘭溪商業(yè)發(fā)展格局及商住市場分析···················31、蘭溪市商業(yè)發(fā)展格局概述····························32、本案周邊商住地產(chǎn)分析······························7三、對本項(xiàng)目操盤營銷大綱·····························111、本項(xiàng)目整體操盤節(jié)點(diǎn)劃分····························112、營銷策略大綱······································133、項(xiàng)目的營銷運(yùn)營策略································13四、本項(xiàng)目總體銷售貨值測算···························161、住宅產(chǎn)品市場售價(jià)預(yù)測······························162、商業(yè)產(chǎn)品市場售價(jià)預(yù)測······························173、項(xiàng)目總體銷售貨值測算······························19五、前期推盤營銷推廣費(fèi)用預(yù)算·························261、具體各項(xiàng)費(fèi)用預(yù)算··································26六、商務(wù)合作人員組建及取費(fèi)方式·······················281、商務(wù)合作人員編制··································282、商務(wù)合作取費(fèi)方式··································28頁五、前期推盤營銷推廣費(fèi)用預(yù)算按照第三項(xiàng)中所述的操盤思路，對于本項(xiàng)目的入市打造除正常的營銷推廣費(fèi)用外，重點(diǎn)在于項(xiàng)目現(xiàn)場的包裝，此項(xiàng)包裝的費(fèi)用投入可作為項(xiàng)目固有資產(chǎn)核算，除了住宅樣板房可在后期銷售中售出；考慮到項(xiàng)目前期已經(jīng)入市，現(xiàn)階段需要重新打入市場，市場接受抗性較大，難以像新推項(xiàng)目可快速獲得市場大眾的認(rèn)可；類型媒介選擇所占比例費(fèi)用（萬）現(xiàn)場包裝售樓部包裝、樣板房、音樂噴泉、LED電子屏、廣告牌、亮化工程69%865線上推廣電視廣告、鄉(xiāng)鎮(zhèn)廣告、網(wǎng)絡(luò)、短信、戶外高炮、公交廣告、直郵廣告、輔助推廣渠道12%150線下推廣明星起勢活動(dòng)、主題活動(dòng)、暖場活動(dòng)、公益活動(dòng)16%200推廣物料印刷類、噴繪制作類2%20不可預(yù)計(jì)費(fèi)用1%10合計(jì)100%1245在項(xiàng)目運(yùn)作前期預(yù)計(jì)需投入1245萬元，其中占比重較大的主要在現(xiàn)場包裝上，以售樓部包裝及音樂噴泉、亮化工程（項(xiàng)目亮點(diǎn)）的打造上，其次線下推廣上，以首期入市通過明星效應(yīng)快速建立市場的口碑形象及項(xiàng)目整體的影響力；上述費(fèi)用中由于受市場因素、決策因素、實(shí)際操作因素等影響較大，故在費(fèi)用的估算上均做有放大處理，實(shí)際費(fèi)用須以現(xiàn)場執(zhí)行為準(zhǔn)，以上各項(xiàng)費(fèi)用預(yù)算僅作為前期投入比值參考作用；1、具體各項(xiàng)費(fèi)用預(yù)算渠道類型媒體選擇規(guī)格費(fèi)用預(yù)算（萬元）現(xiàn)場包裝售樓部內(nèi)外包裝180住宅精裝樣板2套100外廣場噴泉280LED電子屏12.6（H）*20130A區(qū)廣告牌25A區(qū)亮化工程150合計(jì)865線上推廣渠道廣告媒介報(bào)紙/戶外150合計(jì)150線下推廣渠道活動(dòng)線明星/暖場200合計(jì)200推廣物料銷售/招商印刷/噴繪20合計(jì)20不可預(yù)計(jì)費(fèi)用10總計(jì)費(fèi)用（萬元）1245六、商務(wù)合作人員組建及取費(fèi)方式1、商務(wù)合作人員編制對于本項(xiàng)目的招商及營銷工作具體負(fù)責(zé)，按照項(xiàng)目體量及工作鋪排，在人員編制上具體如下：整個(gè)項(xiàng)目組分為兩條線，從招商運(yùn)營、營銷代理等方向