某房地产项目营销总纲代理商方案

中航观澜项目营销总纲中航观澜项目营销总纲2004年7月21日 地产江湖地产江湖数十万份专业资料任你下载，资深操盘手随时交流！数十万份专业资料任你下载，资深操盘手随时交流！1第一篇营销总策略第一篇营销总策略营销总策略得当与否是决定项营销总策略得当与否是决定项目成败关键！目成败关键！2本项目营销总策略制定的前提是什么？检验本项目营销总策略是否上佳的标准又是什么？无论是“制定的前提”，还是“终极的评价标准”，它们都是一致的，那就是本项目的核心营销目标。目标决定一切，目标指导一切！3本项目的核心目标是什么？核心目标一：实现顺利销售（价格、销售速度）、获取相对最高额的开发回报核心目标二：在打造项目品牌的同时（基础上），打造中航地产的企业品牌成为本项目的营销行动纲领！4本项目营销总策略抢占市场竞争机遇，首创深圳区域性示范项目，奠定项目地位与高度，实现住宅与商业价值最大程度互动提升，实现项目总体价值最大化。（实现前述核心目标）5营销总策略释义抢占市场竞争机遇面临观澜周边区域（坂田、龙华等）的潜在项目（万科城等项目）竞争，最大限度抢占市场竞争机遇，最大限度截留观澜本地客户成为项目成功营销的首个前提。6营销总策略释义首创深圳区域性示范项目，奠定项目地位与高度项目整体形象高度是支撑项目住宅/商业未来售价的重要因素；项目整体形象高度是实现中航项目品牌、企业品牌的重要保障；深圳特区首个示范社区，是本项目奠定地位与高度的最佳突破口。,中央商业文化生活区7营销总策略释义为何“”成为奠定项目地位与高度的最佳突破口？1.因为他是第一个将“政府城市规划、建设”与“企业市场化开发行为”紧密结合在一起的项目；2.因为他是深圳第一个“通过绿色生态与文化，将居住与商业休闲”有机融合为一体的项目；3.因为他是深圳第一个“可以集中创造第三生活空间价值”的项目。8营销总策略释义住宅与商业价值最大程度互动提升本项目整体规划设计方案（住宅与商业相对独立又相互借势、互成景观体系）为实现两者价值互动提供了基本条件；社区的核心功能就是进行价值整合，使住宅与商业最大限度回避相互干扰、发挥价值互动；阶段销售策略与推广策略有机结合实施，保障价值互动切实实现。9营销总策略释义实现项目总体价值最大化实现本项目开发利润相对最大化；相对最大程度打造中航地产项目品牌、企业品牌。实现本项目开发的两大核心目标！10总策略实施 之一入市时机选择暨项目整体销售进度安排前提条件：1.项目面临的市场竞争时机；2.项目开发工程进度安排；3.中航公司“资金快速回笼”与“项目整体价值最大化”矛盾之间的有效协调。11前提条件一：项目面临的市场竞争时机结论：竞争对手已经开始抢夺客户，本项目尽早开始适当形式的宣传推广，最大程度减少观澜客户流失。12前提条件二：项目开发工程进度安排04年11月30日 一期住宅动工05年 1月30日 商业、二期住宅动工05年 5月下旬 预计一期住宅达到预售条件05年 6月30日 一期住宅、商业封顶，商业达到预售条件05年 8月中旬 预计二期住宅达到预售条件结论：因本项目动工相对迟缓，结合销售法律条件约束，决定本项目正式的产品推售时间（认筹开始）最早也只能在2005年3月份开始。13前提条件三：“资金快速回笼”与“项目整体价值最大化”矛盾之间的有效协调结论：在保障项目开发过程中资金流稳定的前提下，商业销售时机应尽量选择在相对成熟、商业价值提升相对充分的阶段，不宜过早。商业销售时机选择成为本矛盾的核心焦点14总策略实施 之一入市时机选择暨项目整体销售进度安排 综合考虑上述三大前提条件，确定本项目关键销售节点安排如下：秋交会04年10.1一期住宅认筹05年5.1一期住宅开盘05年7.16二期住宅及商业认筹05年9.3二期住宅开盘05年10.22商业开盘05年11.615总策略实施 之一入市时机选择暨项目整体销售进度安排 综合考虑上述前提条件，确定本项目销售节奏及进度安排如下：第一阶段第一阶段当前当前10月初月初第二阶段第二阶段10月初月初4月底月底第三阶段第三阶段5月初月初7月中月中第四阶段第四阶段7月中月中8月底月底第六阶段第六阶段10月中月中12月底月底第七阶段第七阶段2月初月初4月底月底项目准备及亮相期客户咨询及积累期一期住宅认筹期一期住宅开盘及热销期持续销售期尾盘期第五阶段第五阶段9月初月初10月中月中二期住宅/商业认筹期开盘及热销期第八阶段第八阶段5月初月初6月底月底5.1一期住宅正式认筹7.16一期住宅开盘9.3商业、二期住宅认筹10.22二期住宅开盘11.6商业开盘开盘及热销期16砖砼 342.2242.2642.5442.3342.0937.47施工区45.7446.027M7M10.4M10M10M10.8M8M9M8M8M8.6M6M8M10.7M12.9M5M6M5M2M6M11M14.6M3.5M2.4M3.5M4M9.8M2M6M10M5M6M1M2.3M8.5M7M10M6M1M3.9M7M5M10.1M10M10M17.6M5M6M1M2.1M10.1M26.3M13M34M32M24.8M8.7M29M23.9M29.5M14.7M16.4M18.3M32.6M15.9M9.7M13.3M28.9M31.1M27.8M28.2M21.6M34.1M27.3M28.4M21.6M30.2M6M21.7M23.2M14M41.86砖2砼42.1砖砼423砼3砼3砼4砼2342.141.541.5223砼砖2土42.4砖42.43242.30砼球42.35砼砼41.83砼砖水泥42.343砼41.72砼砼41.9441.8砼砼4342.1742.1434砼砼42.123土41.9041.94水泥砼4土土砼42.342.1442.3042.1642.1942.2141.9942.1841.9242.2242.2942.2141.742.26J49642.0942.33IIAJ-96042.14242.2542.2042.2241.9641.9541.6541.8941.8641.8841.9542.1442.0342.5741.9142.26水泥41.9042.2342.0441.74J49542.2541.8741.9541.8441.7241.8941.7941.8741.9741.8836.541.91水泥42.1141.924砼砼42.633砼24砼砼342砼砼42.442.141.904砼水泥41.9441.8541.9541.7941.9442.1043.1643.153砼砼3砼43.4643.5142.08施工区42.3043.5641.96砖343.243.432砼砼砖砖水泥46.484砼43.91砖43.6643.543.323砼砼厂革42.30皮旋245.38砼43.045.4845.7砖42.742.3244.6843.1643.06J497止43.0944.0943.545.3砼砖金砖砖45.2砖245.1砼3砖砖43.1砖砖砖砖砖3砼43.61土砼2砼砼2242.542.1742.054砼砼343.0743.143.2042.3043.4044.6砼砖砖砼41.7332砼40.1040.926砼7砖339.9143砼43.1砼4砼42.35砼43.2242.1542.2342.0142.18大泥42.4742.2942.5042.2742.67和路41.8742.3242.4442.5642.5542.6142.8242.7542.5242.6442.7542.9442.7442.6241.9342.1541.9041.7941.916.441.8441.9541.8941.866.341.9741.9941.9042.8843.0142.86IIAJ-96143.0243.1443.1343.0943.2642.9242.1342.0742.2242.1541.9641.9841.8741.8141.8541.8841.8442.0542.0642.0242.6242.9442.77砼水42.28341.8741.7341.94水泥41.7041.8041.8141.8741.8741.7641.68水41.7441.9241.9041.8441.9441.8241.8741.5841.8641.6341.7641.7041.7241.7341.7841.6441.3241.4941.7641.4841.4241.4841.6241.7441.5741.5741.6741.6541.6543.4537.634.143.42437.647.140.1.1443.42637.6893.143.04048.3.141.0442.3342.4042.441.62施工区42.3543.4637.669.939.70636.73.73.19.83344.6342.1737.6443.4241.7139.842.639.840.140.040.039.843.44.43.4537.6044.4645.7244.50J136145.5343.2244.9844.6542.8233.5643.4637.5936.643.4737.6640.1杂水43.4937.6743.5035.0937.6843.5143.5134.1041.4641.5146.0345.6546.1745.9246.1845.3946.12施工区42.9537.7043.6237.6345.8143.6043.6343.6345.7041.8241.6441.7542.1541.8642.1341.7641.7441.8843砼41.7641.7741.9441.7941.7441.8441.7641.8955.18J136241.7741.7641.8941.8241.5441.7641.7941.79341.7941.70水泥观澜河引水工程公司维修基地41.8141.9141.7941.7941.7341.78砼441.34341.9241.9841.6241.7341.7241.7041.8541.5941.6341.6341.5842.0941.68J136341.5241.8242.0241.4541.4441.6940.8541.3941.7941.7041.7041.3741.3541.3741.4641.80砖41.8441.841.640.341.2341.0741.19.9339.041.1341.2341.2841.2941.8041.5641.8641.5241.241.1841.6739.741.023.14荔41.241.0641.5441.8荔闸39.0737.6741.4338.941.9439.114.039.042.1240.53大和水41.2沙44.3141.244.141.2341.2148.8941.3544.3844.3砖44.244.35砼232砼水泥37.135.044.19石44.3744.444.341.4241.3041.4541.5041.4541.4841.4641.4841.4941.5741.96砼41.642.141.541.541.6541.7841.7441.641.7341.7344.2035.5土43.5143.379.038.6443.5342.641.7841.66砼35.435.535.535.536.835.535.535.5河35.636.838.035.6澜34.7闸观泥41.8441.9641.9944.1244.3砖42.50砖441.7741.57砖41.7542.02水泥42.1642.27厕42.4042.3942.7942.2142.3142.29沙42.27卵石42.2942.1741.8542.2842.0842.0642.2441.4941.9241.6633.5034.9943.4134.9937.4342.6044.4545.6545.7343.4343.4245.8846.9542.21中航观澜项目(A906-104地块)方案设计1.6M10.5M第一批销售第一批销售（住宅）（住宅）根据以市场数据为基础开展的经济分析，为实现项目收益最大化，我司建议大商业仅销售一层，二四层做为资产经营，获取长期稳定回报。总策略实施 之一入市时机选择暨项目整体销售进度安排第三批销售第三批销售（商业）（商业）项目销售分批示意图第二批销售第二批销售（住宅）（住宅）17砖砼 342.2242.2642.5442.3342.0937.47施工区45.7446.027M7M10.4M10M10M10.8M8M9M8M8M8.6M6M8M10.7M12.9M5M6M5M2M6M11M14.6M3.5M2.4M3.5M4M9.8M2M6M10M5M6M1M2.3M8.5M7M10M6M1M3.9M7M5M10.1M10M10M17.6M5M6M1M2.1M10.1M26.3M13M34M32M24.8M8.7M29M23.9M29.5M14.7M16.4M18.3M32.6M15.9M9.7M13.3M28.9M31.1M27.8M28.2M21.6M34.1M27.3M28.4M21.6M30.2M6M21.7M23.2M14M41.86砖2砼42.1砖砼423砼3砼3砼4砼2342.141.541.5223砼砖2土42.4砖42.43242.30砼球42.35砼砼41.83砼砖水泥42.343砼41.72砼砼41.9441.8砼砼4342.1742.1434砼砼42.123土41.9041.94水泥砼4土土砼42.342.1442.3042.1642.1942.2141.9942.1841.9242.2242.2942.2141.742.26J49642.0942.33IIAJ-96042.14242.2542.2042.2241.9641.9541.6541.8941.8641.8841.9542.1442.0342.5741.9142.26水泥41.9042.2342.0441.74J49542.2541.8741.9541.8441.7241.8941.7941.8741.9741.8836.541.91水泥42.1141.924砼砼42.633砼24砼砼342砼砼42.442.141.904砼水泥41.9441.8541.9541.7941.9442.1043.1643.153砼砼3砼43.4643.5142.08施工区42.3043.5641.96砖343.243.432砼砼砖砖水泥46.484砼43.91砖43.6643.543.323砼砼厂革42.30皮旋245.38砼43.045.4845.7砖42.742.3244.6843.1643.06J497止43.0944.0943.545.3砼砖金砖砖45.2砖245.1砼3砖砖43.1砖砖砖砖砖3砼43.61土砼2砼砼2242.542.1742.054砼砼343.0743.143.2042.3043.4044.6砼砖砖砼41.7332砼40.1040.926砼7砖339.9143砼43.1砼4砼42.35砼43.2242.1542.2342.0142.18大泥42.4742.2942.5042.2742.67和路41.8742.3242.4442.5642.5542.6142.8242.7542.5242.6442.7542.9442.7442.6241.9342.1541.9041.7941.916.441.8441.9541.8941.866.341.9741.9941.9042.8843.0142.86IIAJ-96143.0243.1443.1343.0943.2642.9242.1342.0742.2242.1541.9641.9841.8741.8141.8541.8841.8442.0542.0642.0242.6242.9442.77砼水42.28341.8741.7341.94水泥41.7041.8041.8141.8741.8741.7641.68水41.7441.9241.9041.8441.9441.8241.8741.5841.8641.6341.7641.7041.7241.7341.7841.6441.3241.4941.7641.4841.4241.4841.6241.7441.5741.5741.6741.6541.6543.4537.634.143.42437.647.140.1.1443.42637.6893.143.04048.3.141.0442.3342.4042.441.62施工区42.3543.4637.669.939.70636.73.73.19.83344.6342.1737.6443.4241.7139.842.639.840.140.040.039.843.44.43.4537.6044.4645.7244.50J136145.5343.2244.9844.6542.8233.5643.4637.5936.643.4737.6640.1杂水43.4937.6743.5035.0937.6843.5143.5134.1041.4641.5146.0345.6546.1745.9246.1845.3946.12施工区42.9537.7043.6237.6345.8143.6043.6343.6345.7041.8241.6441.7542.1541.8642.1341.7641.7441.8843砼41.7641.7741.9441.7941.7441.8441.7641.8955.18J136241.7741.7641.8941.8241.5441.7641.7941.79341.7941.70水泥观澜河引水工程公司维修基地41.8141.9141.7941.7941.7341.78砼441.34341.9241.9841.6241.7341.7241.7041.8541.5941.6341.6341.5842.0941.68J136341.5241.8242.0241.4541.4441.6940.8541.3941.7941.7041.7041.3741.3541.3741.4641.80砖41.8441.841.640.341.2341.0741.19.9339.041.1341.2341.2841.2941.8041.5641.8641.5241.241.1841.6739.741.023.14荔41.241.0641.5441.8荔闸39.0737.6741.4338.941.9439.114.039.042.1240.53大和水41.2沙44.3141.244.141.2341.2148.8941.3544.3844.3砖44.244.35砼232砼水泥37.135.044.19石44.3744.444.341.4241.3041.4541.5041.4541.4841.4641.4841.4941.5741.96砼41.642.141.541.541.6541.7841.7441.641.7341.7344.2035.5土43.5143.379.038.6443.5342.641.7841.66砼35.435.535.535.536.835.535.535.5河35.636.838.035.6澜34.7闸观泥41.8441.9641.9944.1244.3砖42.50砖441.7741.57砖41.7542.02水泥42.1642.27厕42.4042.3942.7942.2142.3142.29沙42.27卵石42.2942.1741.8542.2842.0842.0642.2441.4941.9241.6633.5034.9943.4134.9937.4342.6044.4545.6545.7343.4343.4245.8846.9542.21中航观澜项目(A906-104地块)方案设计1.6M10.5M第一批销售第一批销售住宅住宅建筑面积：约建筑面积：约4770047700建筑形式：常规住宅、叠加别建筑形式：常规住宅、叠加别墅墅产品户型：产品户型：2 2房房2 2厅厅1 1卫、卫、3 3房房2 2厅厅1 1卫、卫、3 3房房2 2厅厅2 2卫、卫、4 4房房2 2厅厅2 2卫、卫、顶层复式、叠加别顶层复式、叠加别墅墅总户数：约总户数：约430430户户总销售收入：预计约总销售收入：预计约2.12.1亿元亿元图例图例总策略实施 之一入市时机选择暨项目整体销售进度安排第一批销售示意4 4房房2 2房房小小3 3房房大大3 3房房叠加别墅叠加别墅18总策略实施 之一入市时机选择暨项目整体销售进度安排第二批销售示意住宅住宅建筑面积：约建筑面积：约3870038700建筑形式：常规住宅建筑形式：常规住宅产品户型：产品户型：2 2房房2 2厅厅1 1卫、卫、3 3房房2 2厅厅1 1卫、卫、3 3房房2 2厅厅2 2卫、卫、4 4房房2 2厅厅2 2卫、卫、顶层复式顶层复式总户数：约总户数：约280280户户总销售收入：预计约总销售收入：预计约1.61.6亿元亿元砖砼 342.2242.2642.5442.3342.0937.47施工区45.7446.027M7M10.4M10M10M10.8M8M9M8M8M8.6M6M8M10.7M12.9M5M6M5M2M6M11M14.6M3.5M2.4M3.5M4M9.8M2M6M10M5M6M1M2.3M8.5M7M10M6M1M3.9M7M5M10.1M10M10M17.6M5M6M1M2.1M10.1M26.3M13M34M32M24.8M8.7M29M23.9M29.5M14.7M16.4M18.3M32.6M15.9M9.7M13.3M28.9M31.1M27.8M28.2M21.6M34.1M27.3M28.4M21.6M30.2M6M21.7M23.2M14M41.86砖2砼42.1砖砼423砼3砼3砼4砼2342.141.541.5223砼砖2土42.4砖42.43242.30砼球42.35砼砼41.83砼砖水泥42.343砼41.72砼砼41.9441.8砼砼4342.1742.1434砼砼42.123土41.9041.94水泥砼4土土砼42.342.1442.3042.1642.1942.2141.9942.1841.9242.2242.2942.2141.742.26J49642.0942.33IIAJ-96042.14242.2542.2042.2241.9641.9541.6541.8941.8641.8841.9542.1442.0342.5741.9142.26水泥41.9042.2342.0441.74J49542.2541.8741.9541.8441.7241.8941.7941.8741.9741.8836.541.91水泥42.1141.924砼砼42.633砼24砼砼342砼砼42.442.141.904砼水泥41.9441.8541.9541.7941.9442.1043.1643.153砼砼3砼43.4643.5142.08施工区42.3043.5641.96砖343.243.432砼砼砖砖水泥46.484砼43.91砖43.6643.543.323砼砼厂革42.30皮旋245.38砼43.045.4845.7砖42.742.3244.6843.1643.06J497止43.0944.0943.545.3砼砖金砖砖45.2砖245.1砼3砖砖43.1砖砖砖砖砖3砼43.61土砼2砼砼2242.542.1742.054砼砼343.0743.143.2042.3043.4044.6砼砖砖砼41.7332砼40.1040.926砼7砖339.9143砼43.1砼4砼42.35砼43.2242.1542.2342.0142.18大泥42.4742.2942.5042.2742.67和路41.8742.3242.4442.5642.5542.6142.8242.7542.5242.6442.7542.9442.7442.6241.9342.1541.9041.7941.916.441.8441.9541.8941.866.341.9741.9941.9042.8843.0142.86IIAJ-96143.0243.1443.1343.0943.2642.9242.1342.0742.2242.1541.9641.9841.8741.8141.8541.8841.8442.0542.0642.0242.6242.9442.77砼水42.28341.8741.7341.94水泥41.7041.8041.8141.8741.8741.7641.68水41.7441.9241.9041.8441.9441.8241.8741.5841.8641.6341.7641.7041.7241.7341.7841.6441.3241.4941.7641.4841.4241.4841.6241.7441.5741.5741.6741.6541.6543.4537.634.143.42437.647.140.1.1443.42637.6893.143.04048.3.141.0442.3342.4042.441.62施工区42.3543.4637.669.939.70636.73.73.19.83344.6342.1737.6443.4241.7139.842.639.840.140.040.039.843.44.43.4537.6044.4645.7244.50J136145.5343.2244.9844.6542.8233.5643.4637.5936.643.4737.6640.1杂水43.4937.6743.5035.0937.6843.5143.5134.1041.4641.5146.0345.6546.1745.9246.1845.3946.12施工区42.9537.7043.6237.6345.8143.6043.6343.6345.7041.8241.6441.7542.1541.8642.1341.7641.7441.8843砼41.7641.7741.9441.7941.7441.8441.7641.8955.18J136241.7741.7641.8941.8241.5441.7641.7941.79341.7941.70水泥观澜河引水工程公司维修基地41.8141.9141.7941.7941.7341.78砼441.34341.9241.9841.6241.7341.7241.7041.8541.5941.6341.6341.5842.0941.68J136341.5241.8242.0241.4541.4441.6940.8541.3941.7941.7041.7041.3741.3541.3741.4641.80砖41.8441.841.640.341.2341.0741.19.9339.041.1341.2341.2841.2941.8041.5641.8641.5241.241.1841.6739.741.023.14荔41.241.0641.5441.8荔闸39.0737.6741.4338.941.9439.114.039.042.1240.53大和水41.2沙44.3141.244.141.2341.2148.8941.3544.3844.3砖44.244.35砼232砼水泥37.135.044.19石44.3744.444.341.4241.3041.4541.5041.4541.4841.4641.4841.4941.5741.96砼41.642.141.541.541.6541.7841.7441.641.7341.7344.2035.5土43.5143.379.038.6443.5342.641.7841.66砼35.435.535.535.536.835.535.535.5河35.636.838.035.6澜34.7闸观泥41.8441.9641.9944.1244.3砖42.50砖441.7741.57砖41.7542.02水泥42.1642.27厕42.4042.3942.7942.2142.3142.29沙42.27卵石42.2942.1741.8542.2842.0842.0642.2441.4941.9241.6633.5034.9943.4134.9937.4342.6044.4545.6545.7343.4343.4245.8846.9542.21中航观澜项目(A906-104地块)方案设计1.6M10.5M第二批销售第二批销售图例图例4 4房房2 2房房小小3 3房房大大3 3房房19总策略实施 之一入市时机选择暨项目整体销售进度安排第三批销售示意砖砼 342.2242.2642.5442.3342.0937.47施工区45.7446.027M7M10.4M10M10M10.8M8M9M8M8M8.6M6M8M10.7M12.9M5M6M5M2M6M11M14.6M3.5M2.4M3.5M4M9.8M2M6M10M5M6M1M2.3M8.5M7M10M6M1M3.9M7M5M10.1M10M10M17.6M5M6M1M2.1M10.1M26.3M13M34M32M24.8M8.7M29M23.9M29.5M14.7M16.4M18.3M32.6M15.9M9.7M13.3M28.9M31.1M27.8M28.2M21.6M34.1M27.3M28.4M21.6M30.2M6M21.7M23.2M14M41.86砖2砼42.1砖砼423砼3砼3砼4砼2342.141.541.5223砼砖2土42.4砖42.43242.30砼球42.35砼砼41.83砼砖水泥42.343砼41.72砼砼41.9441.8砼砼4342.1742.1434砼砼42.123土41.9041.94水泥砼4土土砼42.342.1442.3042.1642.1942.2141.9942.1841.9242.2242.2942.2141.742.26J49642.0942.33IIAJ-96042.14242.2542.2042.2241.9641.9541.6541.8941.8641.8841.9542.1442.0342.5741.9142.26水泥41.9042.2342.0441.74J49542.2541.8741.9541.8441.7241.8941.7941.8741.9741.8836.541.91水泥42.1141.924砼砼42.633砼24砼砼342砼砼42.442.141.904砼水泥41.9441.8541.9541.7941.9442.1043.1643.153砼砼3砼43.4643.5142.08施工区42.3043.5641.96砖343.243.432砼砼砖砖水泥46.484砼43.91砖43.6643.543.323砼砼厂革42.30皮旋245.38砼43.045.4845.7砖42.742.3244.6843.1643.06J497止43.0944.0943.545.3砼砖金砖砖45.2砖245.1砼3砖砖43.1砖砖砖砖砖3砼43.61土砼2砼砼2242.542.1742.054砼砼343.0743.143.2042.3043.4044.6砼砖砖砼41.7332砼40.1040.926砼7砖339.9143砼43.1砼4砼42.35砼43.2242.1542.2342.0142.18大泥42.4742.2942.5042.2742.67和路41.8742.3242.4442.5642.5542.6142.8242.7542.5242.6442.7542.9442.7442.6241.9342.1541.9041.7941.916.441.8441.9541.8941.866.341.9741.9941.9042.8843.0142.86IIAJ-96143.0243.1443.1343.0943.2642.9242.1342.0742.2242.1541.9641.9841.8741.8141.8541.8841.8442.0542.0642.0242.6242.9442.77砼水42.28341.8741.7341.94水泥41.7041.8041.8141.8741.8741.7641.68水41.7441.9241.9041.8441.9441.8241.8741.5841.8641.6341.7641.7041.7241.7341.7841.6441.3241.4941.7641.4841.4241.4841.6241.7441.5741.5741.6741.6541.6543.4537.634.143.42437.647.140.1.1443.42637.6893.143.04048.3.141.0442.3342.4042.441.62施工区42.3543.4637.669.939.70636.73.73.19.83344.6342.1737.6443.4241.7139.842.639.840.140.040.039.843.44.43.4537.6044.4645.7244.50J136145.5343.2244.9844.6542.8233.5643.4637.5936.643.4737.6640.1杂水43.4937.6743.5035.0937.6843.5143.5134.1041.4641.5146.0345.6546.1745.9246.1845.3946.12施工区42.9537.7043.6237.6345.8143.6043.6343.6345.7041.8241.6441.7542.1541.8642.1341.7641.7441.8843砼41.7641.7741.9441.7941.7441.8441.7641.8955.18J136241.7741.7641.8941.8241.5441.7641.7941.79341.7941.70水泥观澜河引水工程公司维修基地41.8141.9141.7941.7941.7341.78砼441.34341.9241.9841.6241.7341.7241.7041.8541.5941.6341.6341.5842.0941.68J136341.5241.8242.0241.4541.4441.6940.8541.3941.7941.7041.7041.3741.3541.3741.4641.80砖41.8441.841.640.341.2341.0741.19.9339.041.1341.2341.2841.2941.8041.5641.8641.5241.241.1841.6739.741.023.14荔41.241.0641.5441.8荔闸39.0737.6741.4338.941.9439.114.039.042.1240.53大和水41.2沙44.3141.244.141.2341.2148.8941.3544.3844.3砖44.244.35砼232砼水泥37.135.044.19石44.3744.444.341.4241.3041.4541.5041.4541.4841.4641.4841.4941.5741.96砼41.642.141.541.541.6541.7841.7441.641.7341.7344.2035.5土43.5143.379.038.6443.5342.641.7841.66砼35.435.535.535.536.835.535.535.5河35.636.838.035.6澜34.7闸观泥41.8441.9641.9944.1244.3砖42.50砖441.7741.57砖41.7542.02水泥42.1642.27厕42.4042.3942.7942.2142.3142.29沙42.27卵石42.2942.1741.8542.2842.0842.0642.2441.4941.9241.6633.5034.9943.4134.9937.4342.6044.4545.6545.7343.4343.4245.8846.9542.21中航观澜项目(A906-104地块)方案设计1.6M10.5M第三批销售第三批销售商业商业建筑面积：约建筑面积：约1450014500建筑形式：商铺建筑形式：商铺+大商业一层大商业一层 其中，一层商铺其中，一层商铺73967396 二层商铺二层商铺71587158 三层商铺三层商铺729729 大商业一层大商业一层25002500总销售收入：预计约总销售收入：预计约1.71.7亿元亿元街铺约街铺约13,70013,700万元，大商业一万元，大商业一层约层约3,4003,400万元万元20总策略实施 之一入市时机选择暨项目整体销售进度安排预计累计可实现销售收入：预计累计可实现销售收入：5.4-5.55.4-5.5亿元亿元预计通过销售可实现毛利润约：预计通过销售可实现毛利润约：6000-80006000-8000万万（未含大商业二至四层）（未含大商业二至四层）21总策略实施 之二以项目销售计划为基础制定项目整体推广计划 推广本身并非是一种“结果”，它只是一种实现结果的“手段与过程”，不能无“目的”而推广，推广必须是有针对性的。“销售上预期目标实现”是指引宣传推广实施的“目的”，是推广应实现的“结果”，推广必须围绕销售而展开。22总策略实施 之三项目营销总纲销售与推广紧密结合，共同形成项目营销实施总纲营销总纲制定思路图销售实施策略推广实施策略围绕阶段销售策略目标实现而实施相应推广策略项目营销总纲项目营销总纲23总策略实施 之三项目营销总纲目标：完成项目整体价值提升，为后续具体产品推售奠定核心价值支撑项目形象高度奠定期时间：04年10月中项目产品宣传推广期时间：10月中05年4月中项目热销推广期时间：4月底12月底实施关键：1.秋交会参展项目展示2.“城市升级运动”3.施工现场形象墙包装4.多处户外广告出街目标：开展产品宣传、最大限度积累意向客户，为后续集中认筹奠定基础实施关键：1.临时咨询点启用2.户外广告内容更换3.项目产品介绍会4.宣传推广物料全部到位目标：充分挖掘阶段推售产品内、外在价值，最大限度促进客户上门、成交实施关键：1.报纸主流媒体集中推广2.专家推介系列活动营销3.辅助媒体宣传推广4.“第三生活空间”运动24总策略实施 之三项目营销总纲目标：保持项目市场宣传热度，保证持续稳定客户流，实现稳定销售项目持续推广期时间：06年2月初4月底实施关键：1.苏格兰文化节等项目价值现场体验式系列活动营销2.报纸、电视媒体持续推广3.直邮等辅助媒体大力运用4.老客户推广营销目标：针对剩余产品挖掘开展推广、挖掘客户，实现项目全盘销售项目尾盘推广期时间：06年5月初6月底实施关键：1.针对性促销广告推广2.系列现场促销活动营销3.施工现场形象墙包装4.老客户推广营销25第二篇推广策略第二篇推广策略26推广策略第一步推广策略第一步奠定项目形象高度，建立项目价值标杆奠定项目形象高度，建立项目价值标杆项目形象高度的推广突破口在哪里？谁可担此重任？27如何寻找突破口？可担当此重任者必须具备的三个核心条件核心条件一、具有较为强烈的市场（产品形式、概念形式）差异化个性特征，在推广过程中足以引起大范围市场（目标客户）关注；核心条件二、能够直接有力支撑并提升项目最核心价值（最大收益/利润来源）；核心条件三、能够全程统领项目推广全过程。28确立突破口：深圳特区首创示范社区1.以生态景观、文化作为紧密连接商业与居住的总体规划形式，使之互为景观体系，深圳首创，具备了强烈的产品形式市场差异化个性特征；2.与政府联动打造的“深圳特区首创示范镇/示范社区”概念形式前所未有，足以吸引各界眼光；3.使项目商业、住宅构成一个整体形象，有利于互动发挥，提升项目整体价值，促进利润最大化；4.能够全程统领项目推广全过程。为什么可以成为突破口？29确立突破口：深圳特区首创示范社区尚存在什么不足？1.过于概念化，针对目标客户而言有些空洞；2.对项目价值的直接展示与提升度不足。30确立突破口：深圳特区首创示范社区突破口不足之处如何弥补？在本阶段，需要找到更加贴近目标客户置业心理需求、更直接展示项目生活价值的因素，从而将加以具象、加以充实。实施方向：项目具体开发/销售之产品31我们的产品，住宅与商业的对立选择？总利润粗略估算：住宅=8万平方米（4300-3800）元/平方米=4000万；商业=2.8万平方米（9000-4000）元/平方米=1.4亿。32住宅与商业对立选择结果：商业成为本阶段推广不足弥补者商业弥补如何实现？1.欧美最为先进商业街区设计形式，创造出全新的休闲文化；2.文化、生态景观、购物休闲的完美融合；3.居住社区与休闲商业在保持相对独立性（最大限度降低相互干扰）并互为景观的基础上，又实现相对便利结合，完全有别于传统居住与商业的关系形式；4.进退帷幄，彰显互动提升价值。33商业弥补+商住价值互动奠定项目整体价值基础平台构筑项目住宅价值基石获得客户基本认可服务项目全程营销服务本阶段住宅营销推广策略第一步思路回顾推广策略第一步思路回顾（实施时间：项目一期认筹前）（实施时间：项目一期认筹前）341.秋交会参展项目展示建立影响广度2.“城市升级运动”建立影响深度具体实施方式、手段、内容安排等祥见本汇报第三篇阶段实施中相关内容重点完成手段重点完成手段35推广策略第二步推广策略第二步项目形象高度指引下的实点价值系列展项目形象高度指引下的实点价值系列展示示项目形象高度：全新生活 观澜领袖36实点价值系列展示：1.观澜第一拍卖地纯粹市场化方式开发项目；2.百亿资产中航集团倾力巨献，超级品质保障；3.深圳首个纯粹苏格兰风格（风情）高尚社区；4.观澜首家推出叠加别墅尊贵产品；5.观澜首家推出极至视野、高上尊贵之高层住宅；6.1.6万平方米超级天虹百货强力进驻；7.1.2万平方米特色风情、景观休闲商业街；8.坐拥城市化升值运动第一平台。37目的：直接支撑项目本期住宅销售实施时间：第一、二批住宅入市阶段38推广策略第三步推广策略第三步“第三生活空间第三生活空间”全情演绎全情演绎39第三生活空间：第三生活空间：家庭与办公室构成了我们基本的两度生活家庭与办公室构成了我们基本的两度生活空间，空间，但，但，如果我们的生活只有上述两度生活空间，如果我们的生活只有上述两度生活空间，那我们的生活真的是两点一线了，那我们的生活真的是两点一线了，我们需要一个既能打破，又能衔接上述基我们需要一个既能打破，又能衔接上述基本两度生活空间的第三生活空间，本两度生活空间的第三生活空间，它，它，在哪里？在哪里？40商业，是不是就只能是给客户提供一个简单的购物、休闲的场所？这是传统商业所能达到的功能顶峰，而当前欧美全新的商业开发/经营理念与实践已远超越了传统商业所赋有的功能。它所创新出的、所行销的更是一种特殊的心理消费行为可以独自一人，也可三五相伴，进行深度放松，在很匆忙的现代生活中，享受一段“个人时间”，第三生活空间由此而来。这一切，尽在观澜中航城！41中航城行销第三生活空间完美融合砖砼 342.2242.2642.5442.3342.0937.47施工区45.7446.027M7M10.4M10M10M10.8M8M9M8M8M8.6M6M8M10.7M12.9M5M6M5M2M6M11M14.6M3.5M2.4M3.5M4M9.8M2M6M10M5M6M1M2.3M8.5M7M10M6M1M3.9M7M5M10.1M10M10M17.6M5M6M1M2.1M10.1M26.3M13M34M32M24.8M8.7M29M23.9M29.5M14.7M16.4M18.3M32.6M15.9M9.7M13.3M28.9M31.1M27.8M28.2M21.6M34.1M27.3M28.4M21.6M30.2M6M21.7M23.2M14M41.86砖2砼42.1砖砼423砼3砼3砼4砼2342.141.541.5223砼砖2土42.4砖42.43242.30砼球42.35砼砼41.83砼砖水泥42.343砼41.72砼砼41.9441.8砼砼4342.1742.1434砼砼42.123土41.9041.94水泥砼4土土砼42.342.1442.3042.1642.1942.2141.9942.1841.9242.2242.2942.2141.742.26J49642.0942.33IIAJ-96042.14242.2542.2042.2241.9641.9541.6541.8941.8641.8841.9542.1442.0342.5741.9142.26水泥41.9042.2342.0441.74J49542.2541.8741.9541.8441.7241.8941.7941.8741.9741.8836.541.91水泥42.1141.924砼砼42.633砼24砼砼342砼砼42.442.141.904砼水泥41.9441.8541.9541.7941.9442.1043.1643.153砼砼3砼43.4643.5142.08施工区42.3043.5641.96砖343.243.432砼砼砖砖水泥46.484砼43.91砖43.6643.543.323砼砼厂革42.30皮旋245.38砼43.045.4845.7砖42.742.3244.6843.1643.06J497止43.0944.0943.545.3砼砖金砖砖45.2砖245.1砼3砖砖43.1砖砖砖砖砖3砼43.61土砼2砼砼2242.542.1742.054砼砼343.0743.143.2042.3043.4044.6砼砖砖砼41.7332砼40.1040.926砼7砖339.9143砼43.1砼4砼42.35砼43.2242.1542.2342.0142.18大泥42.4742.2942.5042.2742.67和路41.8742.3242.4442.5642.5542.6142.8242.7542.5242.6442.7542.9442.7442.6241.9342.1541.9041.7941.916.441.8441.9541.8941.866.341.9741.9941.9042.8843.0142.86IIAJ-96143.0243.1443.1343.0943.2642.9242.1342.0742.2242.1541.9641.9841.8741.8141.8541.8841.8442.0542.0642.0242.6242.9442.77砼水42.28341.8741.7341.94水泥41.7041.8041.8141.8741.8741.7641.68水41.7441.9241.9041.8441.9441.8241.8741.5841.8641.6341.7641.7041.7241.7341.7841.6441.3241.4941.7641.4841.4241.4841.6241.7441.5741.5741.6741.6541.6543.4537.634.143.42437.647.140.1.1443.42637.6893.143.04048.3.141.0442.3342.4042.441.62施工区42.3543.4637.669.939.70636.73.73.19.83344.6342.1737.6443.4241.7139.842.639.840.140.040.039.843.44.43.4537.6044.4645.7244.50J136145.5343.2244.9844.6542.8233.5643.4637.5936.643.4737.6640.1杂水43.4937.6743.5035.0937.6