Real estate promotion plan

Part 1: Real estate promotion plan

Foreword

I. Analysis of Taiyuan Property Market

Personalized and visualized competition is becoming increasingly fierce and will become the trend of real estate development in Taiyuan. In order to achieve excellent sales performance, property projects must seize the opportunity to make full use of their individual capital and powerful forces to create a property with a strong personality and reputation and a good public image.

Second, the project property overview

Third, the advantages and disadvantages of the project property

Advantage:

1. Excellent location and convenient transportation

Excellent location: in the center of the mature community in Beicheng District; 3 minutes walk to the hotel, restaurants, theaters, shopping malls, supermarkets and other community facilities.

Convenient transportation: Public transportation is convenient, there are three bus routes to the case

2. The recreation, entertainment and leisure facilities in the district are readily available.

Outdoor facilities: activity square, community kindergarten, hospital, shopping plaza, basketball court

In-room facilities: sauna, fitness room, billiard room, billiard room, karaoke lounge

3, small units

2 bedrooms, 2 halls, 3 bedrooms and 2 halls, small apartment area of ​​68.79-106.92 square meters, and the provision of menu-style decoration, it is very attractive for the target purchase group with simple career, simple family structure, fashion and enjoyment.

insufficient:

1. Environmental construction lacks attractive landscape

The lack of attractive landscape in environmental construction is not conducive to triggering the interest of target buyers; it is not conducive to raising the visibility, reputation and memory of HS Garden in the public; it is also not conducive to satisfying the sense of honor of residents in the area.

2. Property management lacks special services

Property management failed to carry out special services according to the professional characteristics and actual needs of the target purchase group, which made HS Garden lack the proper personality and attractiveness in service.

Fourth, the target purchase group

1. Middle-aged and elderly people aged between 35 and 60 who are economically affluent and have a sense of investment or have a habit of living in the North City.

Family composition: 1-3 mouth, middle-aged couple or a child, single middle-aged

2. The age of 28--45 years old business is booming. The income of the last month is more than 3,000 yuan, and the manager or small private owner who works in Beicheng enjoys the work.

Family composition: 1-3, young and middle-aged couples or bring a child, single young and middle-aged

V. Project property marketing obstacles and countermeasures

Obstruction:

1. It is difficult to sell units with poor orientation, no scenery and no shade in the HS garden.

2. The business conditions of the shops in the district are sluggish and the sales performance is not good.

Countermeasures:

1. Rename the unit with poor orientation, shady, and no scenery as a special unit, and sell it as a special unit in a timely manner. Promote sales through advertising hype, the gap between the overall image and price, and value-added gifts.

2. The business of the store is sluggish and the sales performance is not good. There are two reasons for this.

First, the popularity of the area is not strong, and the second is that the HS Garden is too close to the shopping mall.

Therefore, there are two countermeasures:

1. Detonate residential sales, bring popularity in the Wang area, and promote the operation and sales of shops;

Second, according to the occupational characteristics, age structure, psychological characteristics, pursuit of preferences and actual needs of the residents in the area to carry out characteristic management. For example: high-quality lounges, cafes, etc.

Six, image positioning

According to the characteristics of the property project and the special status of the housing group, the social status and the stage of life, we have positioned the property project as a very residential building that highlights the highest realm of life and the perfect life.

Subject slogan:

Brilliant life, extraordinary enjoyment

--HS Garden offers more than just a satisfying home...

Brilliant life

Most of the target housing groups in HS Garden are young and middle-aged bosses and management who have successful careers, or middle-aged and old people with fixed assets investment. Therefore, their lives are different and brilliant.

Extraordinary enjoyment:

Enjoy convenient stay

Enjoy convenient transportation

Enjoy special services

Enjoy the bustling city

Enjoy supreme honor

Seven or two overall recommendations

1. Building HS Square and the meaning fountain

In view of the lack of attractive landscapes in the HS Garden, it is recommended to build HS Square and the meaning fountain in the second phase of the project. Add a chic night view to Beicheng District, and add a night to the surrounding residents to relax and take a walk.

Imagine: When night falls, walk along the way. Far from seeing the flashing lights on the HS Plaza, the subtitles of "Glorious Life, Extraordinary Enjoyment" are beating. Listening to the sound of the sound of "哗哗哗" in the vicinity. Walk into the square, or stand by the water, or sit on the stone pier, feel the bustling city, breathe the atmosphere of the night, feel good, and not good.

In this way, on the one hand, it can increase the attractiveness of the HS garden, improve the visibility, reputation and memory of the HS garden in the public; on the other hand, it is also conducive to winning the recognition of the target purchase group and satisfying the sense of honor of the residents in the area. .

2. Characteristic housekeeping services in property management

Most of the target home buyers in HS Garden are middle-aged and young people with successful careers. They usually don't have much time to do housework, clean up their homes, and look after their children. Therefore, in the aspect of property management, HS Garden can provide special housekeeping services such as morning, lunch, dinner, regular cleaning of houses, paid cleaning of clothes, and hourly tutoring according to the actual needs of residents. On the one hand, it will effectively solve the actual problems of the residents, on the other hand, it will help to enhance the attractiveness of HS Garden to the target purchase group.

Eight, advertising

The advertising of HS Garden has to achieve the following three purposes:

1. Do your best to convey the advantages and selling points of HS Garden;

2. Establish the property image of HS Garden's “Glorious Life, Extraordinary Enjoyment” as soon as possible;

3. Directly promote the sales of HS Garden.

Based on the above three purposes and the advertising situation of the Taiyuan real estate market. We propose to divide the advertising of Fairview Park into two phases, namely, the advertising cut-in period and the advertising development period.

In the advertising cut-in period, the advantages and selling points of HS Garden are mainly communicated through newspaper soft articles and newspapers.

In the advertising development period, on the one hand, the use of intensive newspapers, television, radio and other media advertising, body, road signs, buildings, lampposts and other outdoor advertising and various public activities to create HS garden "glorious life, extraordinary enjoyment" image; On the one hand, the use of various promotional activities and on-site POP directly promote the sale of real estate.

Ad cut-in period

1, newspaper soft article

Theme 1: Brilliant life, extraordinary enjoyment

-- Remember "I" why choose HS Garden

Theme 2: Easy to grasp career life

--Remember the special housekeeping service of HS Garden

2, a series of newspaper hard advertising

Theme 1: Brilliant life, extraordinary enjoyment

- Only 45 minutes from the shopping and leisure plaza

Theme 2: Brilliant life, extraordinary enjoyment

--Entertainment and leisure in the home

Theme 3: Brilliant life, extraordinary enjoyment

--HS Plaza is the back garden of our home

3, the network propaganda also highlights the corresponding themes, conducts a variety of small-scale discussion and publication of the project, provides material for the placement of hard advertisements, and at the same time, can try the market inspection of the selling point of advertising, reduce the risk of advertising. At the same time, to ensure the advertising effect.

Advertising development period

1, newspaper

From all sides, we create the brand image of “Glorious Life, Extraordinary Enjoyment” in Jinxiu Garden.

2, TV
In line with promotional activities and interviews with development companies, the project will promote the project from engineering design, engineering quality, developer strength, development concept and project advantages, and establish a good reputation of the project and developers.

3. Radio
Through the radio to match the image of the home buyer's club activities and the project, the target audience is conveyed with sound and sensory information.

4, leaflet
Through the delivery of commercial letters, sales of sales offices, newspapers and magazines, and distribution of activity materials, individual advertisements are allowed to enter each intent customer, thereby expanding the scope of the project itself.

5, outdoor advertising

1 Light poles, street signs and building advertisements for pedestrian bridges and bustling sections along the perimeter of the project;

2 Make huge buildings or street signs in the center of Beicheng;

3 huge billboards across the tree in the big business in Beicheng;

6, body advertising

Project -- Prosperous Lot Project -- Shopping Mall Project -- Railway Station

7. Public events

Organize various public events, establish a beautiful image of HS Garden, and quickly enhance the visibility, reputation and memory of HS Garden.

1HS Square completed the ribbon-cutting ceremony

Invite celebrities from all walks of life in Beicheng District and new and old owners of HS Garden to attend

2 Yiyi fountain name and title activity

In various ways, the name of the HS Square Yiyi Fountain was collected from all walks of life. Afterwards, on-the-spot title activities were carried out on a remarkable day. At the title of the site, I would like to thank and reward the people who participated enthusiastically and supported the naming activities.

3HS Garden "Cultural Activity Month" event

On the one hand, it enriches the cultural activities of the residents around the project, which is beneficial to local cultural undertakings. It supports the support of all walks of life, and it has caused great social effects. It has won the goodwill of the people and helped to quickly establish a good public image of HS Garden. On the other hand, it attracts news. The attention of the media provides good material for news reports, which is conducive to increasing the visibility of HS Garden in a wide range and resulting in continuous memory.

1) Giving gifts or offers to people from all walks of life in Beicheng District to provide tickets for the large-scale cinemas of the month;

2) Various song and dance performances, cultural events, etc. will be held in HS Plaza on various holidays and workdays;

3) Carry out the signature event of HS Garden “Cultural Activity Month” within the scope of Beicheng District.

8, the network

Through Taiyuan Soufang for comprehensive publicity, cooperate with online hype and member viewing activities of Taiyuan City Buyers Club to digest some products.

1 Taiyuan City Buyers Club “Holiday Watching Shuttle Bus” activity;

2 project website or web page production;

3 The website forum will be discussed at the same time, so that the developer and the future owners can communicate in a comprehensive way so as to understand the basic situation of the customer and better drive sales.

9, DM direct investment magazine

The targeted delivery of Taiyuan Real Estate Information Magazine is carried out through a strong distribution network. The magazine itself has a large amount of information retention time and high arrival rate.

IX. Expense budget

Ten, professionalism and professional standards will bring you different results

Since we are the strong media of Union and Taiyuan City, our media will become another attractive place because of the government's support. Competing complementarity, sharing of resources, promoting the establishment of media reports, joint network of newspapers, radio and television stations, providing news clues, joint interviews, making full use of the news resources of both sides, giving full play to the communication advantages of their respective media to achieve the most Good publicity effect; jointly plan new programs and new columns. The combination of the Internet, newspapers, radio and television stations will help the two sides to win more potential customers. The so-called potential customer group refers to people who have not yet received the act of being transmitted and may create a condition of being accepted as a customer within a certain period of time. Although the potential customers of several media are not the same, if they are combined, their potential customers will be very huge. Transforming the potential customer base into a real customer group is not only the need for the media to improve the media's effect, but also the need for the media to expand the market and improve social and economic benefits. Internet, newspapers, radio and television stations make full use of their respective communication advantages to conduct stereoscopic reports and achieve synergy between the public and the public. This is the main goal of media integration. In the process of integration of the Internet, newspapers, radio stations and TV stations, the Internet and TV will enable the audience to get a preliminary, vivid and intuitive perceptual understanding through the vivid dynamic images and the advantages of speed; the radio and newspapers will overcome The instantaneous defects of TV, the use of newspapers can read repeatedly, the characteristics of stable text reports and sharp comments, guide readers to think deeply; the magazine is highly targeted and has a long life cycle. This will help developers and related industry players to select the appropriate information to be delivered to the target customer group according to their own characteristics, while ensuring that the advertisement is easily accepted by the target customer group. The media linkage not only exerts their respective strengths, but also complements each other to make up for their respective shortcomings and limitations, thus expanding the depth and breadth of communication and forming a synergy for the promotion of three-dimensional communication.

We adhere to the following principles:

1. Economical savings and maximum savings for customers.

2. Pursue innovation. The form of advertising strives for innovation, and innovation is well integrated with creativity.

3. Strive to establish a relationship between the brand and the target group. For the mass media, it is usually effective to help build the brand's popularity. For niche media, it can target certain groups of people, and it can well establish some kind of intrinsic connection between consumers and products or brands, so that consumers feel intimate and feel that this is an advertisement for him. .

4. Establish a collaborative relationship. Ingeniously integrated into the media, not only pure promotion of hard advertising.

5. Clever use of the advertising role of the media itself. Appropriate public relations activities can better enhance the company's image, and clever use of soft articles can enhance the brand's confidence and advertising effectiveness.

In the integration of marketing communications, "integration" is the foundation, and interaction is a win-win situation. It needs to generate tension in marketing and establish a good interaction with consumers.


Chapter 2: Real Estate Promotion Plan

1. Listing purpose

In order to meet the current demand for small-sized apartments in the Qingyuan market, Chengji Real Estate has developed a new generation of small-sized apartments suitable for newlyweds, actives, old-fashioned and holidaymakers. It can be used as a temporary housing for a new marriage, a social place for entertainment, or a break at the time of vacation. For the purpose of all for the needs of consumers, to create a home of the times.

2. Market background: Now Qingyuan's real estate prices, styles and services are constantly changing, and planning is to improve the service quality of the company. Plan the company's future strategy by analyzing the development factors of real estate. Before Qingyuan, there was a boom in buying a house. Qingyuan's medium-to-high-end small-sized boutique houses are highly competitive. Each developer introduces novel products to increase its market share, continuously improve and enhance, and regain the confidence of current or potential consumer groups.

1. Policy Background: For the abnormality of China's real estate market in 20XX, for the healthy development of the real estate market. On December 9th, the State Council executive meeting clearly stipulated that “the time limit for the removal of business tax on personal housing transfer will be restored from two years to five years”; on December 14, the State Council executive meeting issued four policies to curb excessive housing price increases and curb investment speculative purchases. On December 17, the Ministry of Finance, the Ministry of Land and Resources, the Central Bank, the Ministry of Supervision and other five ministries announced the "Notice on Further Strengthening the Management of Land Transfer Income and Expenditure", which increased the down payment ratio of developers to 50%, and paid in installments. The term of the full price is not more than one year in principle. Previously, most local land sales were executed with a 20% to 30% down payment policy. The notice is mainly aimed at the continued hot and overheated transactions in the land market since this year, which has hit the speculation and depression of some hot cities. Increase the developer's funding threshold, forcing development companies to speed up sales and capital recovery, increase the effective supply of the property market, to some extent alleviate the current tight supply situation in the real estate market. At the same time, this move is to further strengthen the post-approval supervision of the land market.

2. Economic background: The economy of Qingyuan City is relatively backward in the relatively developed regions, but the development status in recent years is very optimistic. Driven by the advantages of geography, environment and resources, the economy is showing a rapid development trend. At present, Qingyuan is one of the prefecture-level cities with the fastest economic growth and the best ecological environment in Guangdong Province. Its economic growth rate has ranked first among the cities in Guangdong Province for five consecutive years. Relatively developed regions, the current Qingyuan economy is relatively backward, and it is difficult to develop and market the real estate market. However, in the long run, the harmonious development of Qingyuan's economic environment has greatly promoted the development of the real estate industry.

3. Analysis of the overall trend of commodities: With the development of the times, small-sized households have been loved by more and more people, giving people a new look from design or layout. Now the company's biggest competitors are Eastern Paris, Shangyu International, Jinxin Blue Bay Huafu No., Evergrande Jinbi World, etc. These properties are some of the more mature brands, we want to be in the Qingyuan market There is a place in this place that must find a better plan to win a bigger market.

4. Small-sized consumers We are mainly between 22-30 years old or couples who have just married, but the most important influence is their parents. Buying a house is the most common opinion of parents. But the decision makers are themselves. They collect information through television, advertisements, newspapers, magazines to enhance their understanding of small units, and thus determine further needs for products.

3, the market swot analysis

Market opportunity analysis: 1. Competitor product defects

If the competitor's product is flawed, improved, and perfected, the opportunity will come, and the product will be easily accepted by the market, and the promotion cost will be low.

2. Keep an eye on the complaint

The customer's complaint indicates that there is a problem with the product. If you can listen to the customer complaint humbly and analyze and improve it, the complaint becomes the idea and source of new product development.

3. Peg to the consumer

Consumers will have such difficulties when using products. Most people will not care about the difficulties in using them. As long as you carefully observe and overcome the difficulties in use, it is a good market opportunity.

4. Peg to the habits of consumers

Consumers use this way every year, and they are used to this way, but the habits of consumers are not necessarily correct, and they may be laborious and troublesome. If they can be improved, they will become opportunities to make money.

5. Staring at the fantasies of consumers

Consumer fantasies can be very naive, not the same thing, but if you look at it as one thing, fantasy can become a reality.

6. Peg to market restrictions

Market restrictions are a threat to companies, but if we reverse thinking, restrictions are restrictions on positive thinking companies. If we break through the restrictions, it is an opportunity.

7. Innovative thinking

A shortage of resources will also cause new demand. If the land is getting less and less, it will lead to land demand for the real estate industry. The shortage of energy supply has led to an increase in demand for energy-saving products.

Whether the product has demand elasticity

1 Resilience related to purchasing power: According to the current Shidao, the small price cuts in small units will cause great fluctuations and attract the attention of many buyers.

2 Demand elasticity related to the quality of goods: The increase in consumers' income will lead to an increase in demand for high-quality small-sized units, and there will be demand for poor quality.

3 Whether certain needs can be replaced, for example, the younger generation can live with their parents.

Can we meet individual needs?

Can the products produced in large quantities be personalized? If the consumer needs to layout a small apartment, order the production according to personal preferences.

Can you expand your market through competition?

Before the competition, because the sales price is high and the sales volume is limited, then by competing, lowering the price can further open the market and expand sales.

Is there a market that is weakening “barriers”?

Some industry regulations do not allow other companies to invest. Is the government's policy now loose, allowing other companies to invest? Of course, this requires special attention to the government's policies.

Does the improvement in the consumer environment provide new market opportunities?

Due to changes in demographic structure, transportation, accommodation, public security, environmental sanitation and other conditions, the younger generation wants to have their own units independently, and the newlyweds want to have their own love. These will bring new opportunities.

8. Policy opportunities brought by central and local governments

This kind of opportunity is particularly numerous. This year the government has introduced so many industry and local support policies, which have many market opportunities. Land reform, relaxation of home purchase loans, etc.

9. The hot topic of the Internet is unlimited

The hot topic of the Internet is often the source of market opportunities, especially attention.

10. Free business opportunity

Free business opportunities arising from consumption. Such as free visits, free play, free pick-up and so on.

11. Time business opportunity

Business opportunities due to lack of shopping time, due to urgent needs, due to the need to save time, due to want to pass the time, because of the time spent thinking meaningfully.

12. Opportunity

Large and small, small and large, thick and thin, fat and thin, etc., resulting in many business opportunities.

13. Integrated business opportunity

4. New product description and core benefit analysis

1 Description of new product specifications, prices, target consumer groups, etc.:

In terms of specifications, the new product is positioned at around 50-80 square meters.

In terms of price, it is set at 4500-5000 yuan / square meter

Target consumer group: age 25-35 years old; the annual income of this consumer group is about 50,000 to 100,000; Life description: Since the job is just a working class, the income and capital are not stored, and do not want to rely on Parents; the main factors to consider when buying a house: consideration of price, supporting facilities, transportation, and distance from the workplace; the main ways to obtain information: newspaper building information, friend introduction, real estate agency, etc.

2 The advantages of each element relative to competing products

The advantages are expressed in the price and consumer groups: the price is set at 4,500-5,000 yuan per square meter, which is quite attractive compared to the price of some first-tier cities, because the first-tier urban housing prices for the working-class, The burden is very large, and the average price may go to 10,000 yuan per square meter or even higher. So for the working class, this price is acceptable. In terms of consumer groups: As the price of housing in first-tier cities is too high, second- and third-tier cities are increasingly favored by young people. Plus, there is not enough money on hand to buy a bigger house, so buying a small apartment as a transition is a choice that more and more young people are making now.

3 new products relative to competitive advantage

With fine decoration and low down payment to attract young people who want to buy a house but can't afford a house. The advertising words give people a refreshing feeling. The most attractive ones are more suitable for young people's tastes! Hold some younger outdoor interactions. Activities such as: local music shaking nights / street dances are now more accepted by young people. Maintenance does not cost too much, property management costs are moderate, sales strategies can consider colleagues to buy discounts and group purchase offers.

4 conclusions

Since all local governments have introduced some new policies on the property market, especially in terms of loans, they use low down payment to attract consumers. This is also to win consumers from the perspective of funds, and also to do a lot of money. We will give preferential policies to the sales strategy and improve the supporting facilities around the community. In the aspect of property management, the owners' meeting was held to determine the property management company and to achieve a humane side.

5. New product launch schedule: We will always pay attention to our small-sized customers, and customer changes are another process of our product reform.

First of all, we will launch our new products during the period from 5.1 to 5.31 in 20XX, so that young people in Qingyuan will be both heart-warming and even acting.

Second, we will assign different tasks to each person within our company to improve the launch of our new products. The way is to hold a large-scale promotion. As long as we buy a small apartment in our company, there will be a travel volume, and the whole family will take a trip together. It will not let you down in the whole process, so that you can enjoy the happiness of the family.

Third, the top 10 buyers will receive a one-year free management fee from the company.

6, access & consumer promotion

Promotions under the life cycle: Two promotion strategies during the product introduction period: First, rapid promotion, using various promotional tools and their combinations, to carry out various promotional activities, so that consumers are familiar with the product in a short period of time and generate purchase behavior, fast Start the market. Second, low-speed promotions, no or very few promotions, so that products slowly penetrate the market, and gradually become recognized by consumers. Put a large number of advertisements, distribute promotional leaflets on TV, on the road, magazines, and ask a representative star as a representative. On the opening day, we held a promotion with the large-scale home appliance store in Qingyuan, and implemented a house-buying grand prize. The odds of winning the prize were 100%. There were freezers, washing machines, and air conditioners to small appliances.

The product's long-term promotion strategy: adjust the target of the advertising strategy, so that it will gradually shift from increasing the visibility of the product to building the consumer's trust in the product and increasing the purchase amount. Maintain a certain amount of advertising, improve the visibility of real estate, regularly engage in preferential activities, and make certain rewards for customers who have already purchased, such as giving small gifts, sending blessing information, etc., to enhance the credibility of customers on real estate.

Promotional strategy for product maturity: carry out various promotional activities, use powerful advertisements, and attract users of other brands by making sales, discounts, and award-winning sales strategies. Real estate should carry out various promotional activities. For example, old customers have more discounts when they bring new customers to buy a house. The top 50 buyers enjoy more discounts and increase the amount of advertising.

Promotion strategy for product decline: When the company enters a recession period, the following marketing strategies can be adopted. 1 retention strategy, that is, efforts to maintain the production and sales of its products, the specific method is: the new strategy, that is, through marketing efforts to restore the sales of declining products. Various methods of extending the product life cycle can be employed in the growth phase and the mature phase. Continue the strategy, that is, keep the original marketing strategy unchanged, and let the product continue to decline until it completely withdraws from the market. The centralized strategy is to stop some efforts and concentrate all of its resources on some of the most advantageous markets and distribution channels. Harvesting strategy, which significantly reduces the marketing costs of declining products, to increase current profits. 2 Elimination strategy, when the company decides to eliminate a certain product, it will face the following decisions: Is it completely abandoned, or is it transferred to other companies? Is it decisive and rapid elimination, or slowly eliminated in a gradual manner? It is gradually reduced according to the established schedule, which facilitates the orderly transfer of goods, and allows customers to calmly arrange changes in their habits, how many replacement parts are reserved for the products sold, and service.

7. The form of live propaganda:

1. Theme promotion: It is the peak season of consumption, which promotes the climax of purchase, and the rewards of the holiday will be very significant. Time 20XX 10.1-10.7 Location: The company's real estate square. budget

2. Please ask a pair of well-known 80-stars to come to the scene to speak, in line with the desire of the modern young generation. At the right time to achieve the improvement of corporate or product image, further promote our new products, while generating a positive sales response.

Activity time: July 1st

Venue: Chengji Real Estate Sales Department

Activity content: Singing and singing on the stage, close contact with friends on the spot, so that consumers have a sense of intimacy. and many more,

Distribution of gifts: purchase of homes to gold, 1000, 2000.

1. Purpose:

Increase sales of retail stores and increase visibility of new products

2. Subject: Younger generation 22-35 years old or married yet

3. Scope: Qingyuan citizens

City: Qingyuan City

Venue: Qingcheng Xiaoshi Chengji Real Estate Development Co., Ltd.

4. Time:

Major festivals from May to October of 20XX

At the end of the year, it is a good time for consumers to buy a house, and time is sufficient.

5. Method:

1. Let the profit activity directly related to the profit margin

2, participatory activities: set up on-site prize-winning activities, prizes should be enough to attract customers' enthusiasm for participation.

12. Budget: Life Cycle Promotion Budget: Promotion Period

Growth period

Maturity

Recession


Chapter 3: Real Estate Promotion Plan

I. Introduction

This case is another key point of the municipal government after Huayuan and Liyuan, and a large residential area. The overall “the largest ecological residential area in the country” is the main appeal point. In the first phase of the project, there are 6 land parcels with different sizes and plans. Apart from commercial land and land with no water area, the most important competing project in this case is No. 3 Land Huaxia Meijiang Fangshui Park.

Second, the promotion planning principle

In the process of promotion planning, our guiding ideology is “jumping out real estate to do real estate”. This practice of reflecting the charm of the district or regional economic thinking will provide unprecedented real estate development as the urbanization process continues to accelerate. Broad space. The real estate promotion plan we understand is not limited to the success of a certain real estate in a certain period, but focuses on the development of a residential real estate to a large integrated community, from a single real estate development project to different industries and real estate industries. Integration, and even hope to drive the development and prosperity of a regional economic sector.

We understand and propose the pan-real estate theory of “jumping out real estate to do real estate”, which is a change of thinking. It is summed up in the exploration of real estate marketization, suburbanization and compounding.

Microscopically, if it is a small plate of 100 acres, rely on

One or two selling points will suffice. But what if it is a large plate of 1000 acres? The small plate is a solo piece and the big dish is a symphony. It must have a theme and soul. Therefore, it must rise to the height of pan-real estate to integrate various resources that can be utilized.

From the meso level, today's real estate is bound to jump out of a single real estate pattern, which is what we often call a composite real estate.

From the perspective of the giant view, all the human activities and living environment and space can be included in the scope of pan-real estate, including urban planning and economic zone development.

In the consideration of the promotion planning of the Blue Water Park, we strive to achieve the above points, propaganda novelty, uniqueness, can fully cover the characteristics and characteristics of the case, and create the vitality of the future operation of the project and the smooth marketing.

Third, the specific factors affecting the promotion of Meijiang Blue Water Park

The specific promotion of Blue Water Park is influenced by six factors: project planning, price strategy, advertising strategy, sales execution, market competition and political and economic environment. Among them, the four factors of project planning, price strategy, advertising strategy and sales execution should be in the scope of the marketing mix that we can control, and the market competition and political and economic environment are the micro-environment and the giant environment that we cannot control.

Our task is to know where to go, how to properly arrange the marketing mix, reasonable project planning, careful pricing strategy, effective advertising strategy and thorough sales execution, so that it can compete with uncontrollable environmental factors and political and economic environment. Adapted. In fact, this is the secret of the success of Blue Water Park promotion.

The entire promotion process is similar to a complete campaign. Its first step is market research, like pre-war enemy reconnaissance, which is the basis for decision-making of all promotion activities; the second step of promotion planning is to sit in the decision-making process of the headquarters. For specific operations, it is from the project planning strategy, The four controllable aspects of price strategy, advertising strategy and sales strategy are planned. The third part is planning and execution. The advertising campaign is only equal to the aircraft bombing and artillery support after the war, and the sales execution is like the soldiers’ charge. Field occupation. The three steps work together to achieve the established sales goals in one go.

Fourth, the main competing property - Fangshuiyuan brief introduction

1. Introduction of Fangshuiyuan developer

Huaxia Economic Housing Construction and Development Co., Ltd. is a state-owned first-class qualification development enterprise, focusing on the construction of social security and housing. In the past seven years, it has developed more than ten pieces of nearly one million square meters of residential quarters with more than one billion yuan of funds. Among them, Fubeili, which was developed and built in 1995, was awarded the title of National Excellent Model for Property Management, and Huayuan Anhua, which was built and constructed in 1997. Li and Juhuali also won the comprehensive gold medal and five single first prizes of the national residential pilot community, and were awarded the excellent residential district of the National Housing Project, and won the Luban Award, the highest award in China's construction project. The company has won many honors such as “Tianjin Real Estate Development Top 20 Enterprises”, “Tianjin Excellent Award”, “Tianjin Crisis Trustworthy Enterprise” and “CCB Credit AAA Enterprise”.

2. Meijiang No. 3 Land - Introduction to Fangshuiyuan

7 construction standards of Fangshuiyuan:

1 dense and orderly garden pattern;

2 The green space and the water surface are reasonably distributed, and they are in the middle of the water;

3 household waste pretreatment, classified bagging, classified collection;

4 Establish a water utilization system to make full use of water resources;

5 thermal power plants provide heat to reduce pollution;

6 Improve the high-tech content of the house and achieve energy saving in two steps;

7 sound security and information management.

3. Fangshuiyuan advertising operation

Currently designed and released by an independent personal studio agent.

V. Blue Water Park Customer Positioning Strategy

The target customer base of a Blue Water Park is the “new middle class”

1. The "new middle class" created by the times

Once upon a time, in the slogan of "allowing some people to get rich first", the economic system has been continuously improved, the market economy has become increasingly active, and people are not obsessed with the feeling of "what is this wine?" "The cry of". The growth of the body takes a long time, and the renewal of ideas is only an instant. The maturity of the climate and microclimate, a large number of people who are unwilling to be lonely, get rid of the shackles, and strive for a new rank through their own efforts, that is, the "new middle class" with absolute Chinese characteristics. In addition to raising a car and buying a mansion, they must have enough time and money to pursue their inherent high quality of life. Pursuing a refined lifestyle is another major feature of the new middle class.

The emergence of the "new middle class" in terms of China's national conditions has important limitations. Its main industries are: some private entrepreneurs, circulation companies, non-financial institutions, real estate developers, foreign-funded enterprises, as well as securities operators, special industry owners, and planning companies, cultural industries. These industries use knowledge and mind mainly, so the characteristics of the knowledge economy era are reflected.

2. "New middle class" characteristics

"新中產階級"是一個源於西方的名詞，是只屬於社會中間層次的占社會人數比例較大的那一部分人。"新中產階級"是整個社會的安全發展重心，他們在經濟來源方面占有明顯優勢，大部分自己就是老闆。他們沒有時間觀念，往往把工作和休息合二為一，以其獨立的姿態出現，是我們這個社會中最能吃苦耐勞的群體。他們以自己的智慧，不計勞動時間，不辭辛勞地做別人不做也做不了的事情。他們大都具有堅強的毅力，所以才能飛快地發展起來。他們大都白手起家，他們的富裕生活90%都是靠自己努力奮鬥而得到的。

他們具有強烈的自信心，相信自己所做的絕對能成功，便是他們的信條。生活講究，追求品味，但也不輕易消費，有時甚至還不願向外公開自己的財產也是他們的特徵之一。同時，敢於投資，將所得的錢用於擴大再生產，以期獲得更多的利潤。

"新中產階級"並不是都智商及高，但是他們善於理財，他們所選擇的投資大多是安全性高，獲利較大的項目。追求成功，追求財富的腳步永不停止，更是"新中產階級"的顯著特點。3、“新中產階級”的具體表象

第一組，經濟問題：

1.有公文包專門存放動產票據，如股票認購協定書

2.至少請一人幫做家務，如清潔女傭或帶小孩的

3.住所至少一處以上

4.有至少一部車

第二組，社會問題：

1.每周至少兩次在外享用晚餐

2.可能有家庭成員是外國公民

3.組織過20人以上的聚會或晚宴

4.認識公眾人物，如藝術家、大老闆和政客

5.常跟朋友一起外出度假

第三組，文化問題：

1、名校畢業或有博士學位

2.會至少兩種語言

3.定期參觀博物館

4.每月至少光顧一次音樂會、芭蕾或歌劇表演

5.收藏藝術品，或古董

第四組，特徵問題：

1.是俱樂部成員

2.去過國內大部分地區

3.每年因工作之故長途飛行5次以上

4.曾被邀至大眾媒體表達看法

5.每年個人捐款達1000元以上

二針對藍水園的目標客戶群聘請形象符合的品牌形象代言人

由於“新中產階級”這個目標定位群的特殊性與“新概念”性，我們建議在今後順馳梅江藍水園的宣傳推廣中聘請儀態、氣質、形象與“新中產階級”能夠有機融合的品牌形象代言人。

聘請品牌形象代言人在藍水園宣傳推廣中的作用

1、能夠與大多數的房地產項目產生有效的區別。

聘請一個項目的品牌形象代言人，在如今大多數的產品宣傳中被廣泛運用，對於品牌代言人所帶言的產品，人們的認知程度日益增高。但單就房地產項目而言，聘請品牌代言人的案例很少，目前已知周邊地區物業聘請形象代言人的有北京的御景園程峻，天津的世紀花園葛優，均屬高檔一流物業世紀花園在當時天津的樓市中如此定位。雖然這兩個項目對品牌代言人的挖掘並不深入，但此種方式的宣傳推廣行為仍然為這兩個項目贏得了廣泛的知名度和銷售業績。2、能夠將我們所宣傳的主題充分的表達

由於品牌形象代言人屬於客戶定位群中最具有代表性的個體，所以他能夠準確、直觀的將項目的精髓以個體的形式展現在人們的面前。