Who has a marketing plan for a small apartment with one room and one living room? Very need

Whole-process promotion scheme of small-sized apartment

City Constellation "Marketing Planning and Sales Agent Bidding Scheme"

Chapter 1: Marketing Planning and Promotion Scheme

I. Description of this planning and promotion scheme

Second, the project characteristics analysis

Third, the overall market positioning of the project

Fourth, the project core promotion concept

Overview of verb (abbreviation of verb) project publicity strategy

Overview of marketing promotion activities of intransitive verbs

Seven. Overview of project integration and promotion

Eight. Concluding remarks

Part II: Work arrangement of sales agents.

First, the sales task forecast at each stage

Second, the sales price commitment

Third, the structure and staffing of the sales website

Fourth, sales team training.

Verb (abbreviation of verb) sales operation process

Chapter III: Overview of bilateral cooperation:

Chapter IV: Company Performance Manual

"City Constellation" Marketing Planning and Sales Agent Bidding Scheme

Chapter 1: Marketing Planning and Promotion Scheme

I. Description of this planning and promotion scheme

As a professional and systematic work, real estate marketing needs professional companies to make real-time promotion plans according to the development and changes of regional markets, competitors' promotion strategies, project characteristics and progress, so as to truly implement project planning, packaging, promotion and sales.

As a bidding scheme submitted before the formal start of the project and the formal cooperation between the two parties, we believe that we hope to convey two levels of significance through this scheme:

First of all, the company attaches importance to this project-urban constellation. The strength of the marketing planning company is of course crucial to the success of the project operation; At the same time, the company's emphasis on the project and the manpower invested in the project will also affect the quality of project operation. The company fully participates in the operation of the project with the company's best planning, advertising and sales personnel, and strives to make the developer's development profitable in the shortest time and with the lowest investment, while realizing the value of the company's planning.

Secondly, the company thinks and grasps this project-urban constellation. Thinking comes from a deep understanding of the market, projects and consumers; Grasp, based on the company's mature trading concept and rich practical experience. On the basis of in-depth thinking and comprehensive grasp, the overall framework of our project marketing promotion is established, and on this basis, a relatively systematic operation plan is formed.

In this report, the submitted planning scheme involves specific implementation rules and is not provided for the time being. In addition, the company reserves the ownership and use right of all provided solutions.

Second, the project characteristics analysis

An in-depth analysis of the characteristics of the project will help us fully grasp the uniqueness of the project and make a targeted planning plan. For the analysis of the project characteristics, our project analyzes the external conditions such as location, traffic and environment, as well as the internal quality of products such as planning, apartment type, area and supporting facilities, and extracts the most competitive place unique to the project as the support for the future promotion of the project, laying a good foundation for the formulation of the plan.

First, the superior position of "adjacent to the Shinkansen of Wealth and enjoying the bustling business district quietly":

The superior geographical location is the internal factor for the success of this project. The project is located on Changjiang Daily Road, next to Wuhan Book City. Changjiang Daily Road, which connects two main roads in Hankou-Xinhua Xia Road and Jianshe Avenue, is only over 2,000 meters long.

"Close to the Shinkansen of Fortune and quietly enjoying the bustling business district" is the best summary of the location advantages of the project, and it also determines that the location will become an important selling point of the project in the future promotion process.

Second, the traffic trunk line of "playing with space and racing against time":

The discharge is actually the first derivative of the lot. For the description of traffic conditions, we focus on the urban traffic conditions that directly affect the owner's life. At the same time, the project has two main bus lines. Statistics show that a total of 16 bus lines are enough to ensure the convenient and fast travel of future owners of the community. Owners here, space distance is no longer a constraint, always ahead of time.

The specific bus line receiving and dispatching time and starting and ending lines are as follows (we will list the lines passing through the gate of the community separately):

Third, the living environment of "100% career and 100% enjoyment":

Environment is the second derivative of the lot. Environment, on the surface, includes a wide range of levels, such as natural environment, scientific and technological environment, human environment and so on. But for individuals, it is essentially the living environment. "Environment makes people" has long been a famous saying. For this project, the biggest feature of the living environment is to give consideration to both career and enjoyment:

First of all, 100% career: career is the driving force of struggle. Jianshe Avenue is the most densely populated area of financial industry (banks, securities), cultural industry (newspapers, magazines, radio and television) and emerging industries in Wuhan, and it is also the most potential area that meets the entrepreneurial preference of the target population. Using "100% business" to describe the working status of potential owners is more likely to cause * * *;

Secondly, 100% enjoyment: enjoyment is the joy of life. Changjiang Daily Road, Jianshe Avenue and Taibei Road have always been one of the highlights of leisure life in Wuhan. Blue sky, red lovers, classic coffee, Chu Yun Music Kitchen, Polka Bar, Ocean Star, Heart Coast Coffee, classic coffee tea, Langtaosha Bath Fitness Center, Huangdi Art Cafe and other leisure and entertainment places are dense, and life is enjoyable.

Fourthly, the analysis of apartment type and area ratio:

The distribution ratio of small apartment and small area has fully explained that the target customers of the project must be locked in the younger generation, aged between 25 and 35, with college education or above, with relatively secure work income and eager to live independently, but the economic ability is not enough to buy the main forms of commercial housing at present. One or two rooms are their best choice.

In the following description of market positioning, core promotion concept and advertising and activity planning, we will closely focus on the psychological needs and consumption habits of this group of people.

Third, the overall market positioning of the project

When the project enters the marketing stage, the market positioning of the project should accurately be a description of the market positioning, which has two functions: first, for developers, it is necessary to clarify the positioning of their projects in the regional market, how to attract target consumers through clear market positioning in marketing, and how to suppress competitors through unique market positioning in the process of market competition; Secondly, for consumers, in the process of shopping, how to clearly describe the items they choose.

Based on the purpose of market positioning and the characteristics of the project itself, we describe the market positioning of the project from two different directions:

The first direction: the Shinkansen of Fortune? free space

Wealth is always the focus of modern society. Jianshe Avenue is a "financial street" planned and built by Wuhan Municipal Government. Nearly 10 branches such as Wuhan Commercial Bank, Bank of Communications Wuhan Branch, CITIC Industrial Bank Wuhan Branch, China Credit Union Wuhan Branch, China People's Bank Wuhan Branch, China Construction Bank Wuhan Branch, Huaxia Bank Wuhan Branch and China Merchants Bank Wuhan Branch. It is the "richest" urban trunk road in Wuhan and can be called "Wuhan Branch Road". In the description of market positioning, the concept of "Shinkansen of Wealth" is put forward, which shows the unique geographical position of the project.

Freedom is also advocated by modern people, especially the target consumer group of the project-young fashion people, and will always be practiced. The characteristics of the project in location, transportation, environment, apartment type and area meet the psychological needs of young people advocating freedom. Similarly, in the description of market positioning, the concept of "free space" is put forward to cater to the psychology of target customers.

The second direction: the first petty bourgeoisie living space in Wuhan.

The petty bourgeoisie has gradually become synonymous with a class. They are young, rich, enthusiastic and irrational. They pursue quality, advocate freedom and enjoy life. They are the main target consumers of this project.

Clearly put forward the market positioning of "the first petty bourgeoisie living space in Wuhan", which has strong differences and obvious identifiability, and is conducive to the rapid establishment of the project image.

Fourth, the project core promotion concept

The core promotion concept of the project is to convey the best characteristics of the project to consumers through market-oriented language. All successful real estate projects and excellent promotion ideas can be summarized as the characteristics of project planning, such as "beautiful homeland is 30 years ahead of schedule" in Shenzhen Genesis Waterfront Garden; Or refine the location and positioning of the project, such as Xianggeli in Wuhan? Jiayuan's "Hongshan Square, the Chief Family Territory"; It can also be a description of the lifestyle represented by the project, such as Guangzhou Xinghewan "a place to bloom".

In the process of promotion, the core concept of the project is very important, because it determines the appearance of the project in front of the public, and then affects the public image of the project. For the "urban constellation", its core promotion concept can also be thought and refined from different angles. According to the previous market positioning, we refined the core promotion concept of the project from two different directions:

(1) city constellation? Dream sky

The name of the project-urban constellation, fashion avant-garde, has fully demonstrated the unique attributes of the project: above the city, everyone has their own world, their own sky and their own dreams.

As the core promotion concept of the project, the deepest desire of the target population: to harvest the dream of free life above the city sky has two levels of significance:

First, keep it consistent with the project name. In the process of promotion, it is easier to establish the brand image of the project by keeping the name and concept unified and appearing in a highly unified image;

Secondly, richer connotation and broader space. "Dream" is rich in connotation and can spread infinitely. The dream of career, the dream of love, etc. All the pursuits about life can be summed up as dreams. In the process of project promotion, taking "dream" as the object and combining the different characteristics of the project is more vivid and easier to impress customers than simply expounding the selling points.

(2) Pure elite tribes

Put forward the core promotion concept of "pure elite tribe", based on two considerations:

First, "Birds of a feather flock together, people are divided into groups". Choosing one's own life circle has become an important factor for modern people to choose their living environment. Of all the products in this project, two rooms and two halls (80 square meters) account for 42. 86%, with one room and one living room (43 square meters) and three rooms and two living rooms (100 square meters) accounting for 28 respectively. 57%, huxing, area design is very concentrated, very close to the consumption habits and affordability of young people. Taking "elite tribe" as the core concept, emphasizing that the project is an elite home is in line with the modern people's mentality of "choosing neighbors to live";

Secondly, the concept of "elite tribe" not only improves the grade of property, but also defines all owners as "elite", which improves the identity and grade of owners. The recognition and promotion of the owner's identity can also attract considerable potential customers to join the project consumer groups.

Overview of verb (abbreviation of verb) project publicity strategy

In the previous report, we put forward two different directions for the market positioning description and core promotion concept of the project. In the actual promotion process, we can choose the most accurate direction.

In the following report, we use the "Shinkansen of Fortune"? "Free Space" is the market positioning of the project. With "Urban Constellation" as the core promotion concept, Dream Sky fully interprets the packaging and promotion of the project.

1, the composition of publicity strategy

To sum up briefly, the essence of advertising is the question of "through what channels, to whom and to what". What rises to the strategic level is the media combination strategy and advertising performance strategy. Through the following figure, we can clearly observe the composition of the publicity strategy:

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2. The media combination strategy of "the sword goes sideways and wins by surprise"

For the city constellation, the sales of 266 houses is nearly 70 million yuan, accounting for 1 of the total sales amount. 5% as the promotion budget, the total cost is about 6.5438+0 million yuan, and the total cost of advertising is even less. Based on an advertising investment of 600,000 yuan and a one-year sales cycle, the average monthly advertising cost is only 50,000 yuan. For example, according to the conventional operation mode, mass media is the main channel, and newspaper advertisements are the main channel. In the fierce competition of advertising, there is almost no chance of winning. We believe that in the process of promoting urban constellations, we can only adopt the media combination strategy of "taking the sword to the side and winning by surprise". In a word:

Combining point with surface, that is, taking newspaper advertisements as the key link, facing the mass market, shaping the unique property image of the city constellation-dream sky and shaping the project brand; For the purpose of narrow advertising, aiming at market segments, this paper comprehensively expounds the unique property characteristics and lifestyle of the project, strengthens the image and promotes sales. In this way, the brand and sales can be improved.

(1) The total cost of newspaper advertisements is estimated to be 300,000 yuan. With Wuhan Morning Post? Wuhan Friday Weekly is an exclusive publishing media, and the layout selection is ≥ 1/2. The release date is:

(1) internal subscription, opening, capping, delivery and other project progress nodes;

② Time nodes such as May 1 day, 1 1 day, Mid-Autumn Festival, Christmas Day and New Year's Day;

③ Nodes related to the planning and implementation of promotional activities.

Note: The above nodes are classified according to different standards and overlap in time, so the contents can be superimposed. The specific advertising effect and advertising schedule will be elaborated in the effect strategy of Guangbao and the Project Integration Promotion Report respectively.

(2) Narrow audience advertising, classified according to the characteristics of media, mainly refers to the media distributed in market segments, with small circulation, very concentrated customer base and low advertising costs. In the narrow sense of culture medium, intensive cultivation can achieve a good effect of small and broad.

For the promotion of urban constellations, our suggestion is: establish a constellation alliance? The internal publication of "City Life Reader", through fixed-point free reading, directional free delivery, marketing center request, etc. , aim at the target customer base, realize communication with potential customers, enhance understanding, strive for recognition and promote sales.

Operating outline:

① Name: Constellation Alliance? City life reader

② Nature: Internal publications, similar to "Vanke Club" and "Classic Club"

③ Content: The content of the publication determines whether it can be recognized by customers and whether it can improve the brand image of the project.

Promote the sales performance of the project and play a positive role. The principles of publication content selection are: information first, capacity first, strengthening fashion, highlighting individuality, attaching importance to regionality and participation. The basic framework can be briefly described as follows:

A. Constellation Luck: Explain the characteristics of different aspects of the project respectively;

B. Jiangcheng No.30:

C, the legendary world:

D, big talk food:

E. beautiful forum:

F. Four Seas:

G, reading time:

H. petty-bourgeois cities:

I ... . . . .

④ Submission: Tiger Company

⑤ Design: Tiger Company

⑥ Delivery: Effective delivery channels can ensure the maximum utility of publications. Delivery method:

First, the surrounding high-end office buildings are free of charge:

Second, free reading in bars, cafes, leisure cafes, fitness centers and western restaurants in Hankou area;

Third, recruit full members and mail them regularly for free; At the same time, it is also provided to customers in the sales department.

⑦ Expenses: In combination with our company's mode of operating classic clubs, we will promote them in the form of publications, and the expenses are as follows:

1. Design fee for soliciting contributions: to be negotiated separately.

B. Printing cost: 9000 yuan/month based on 1 000 copies of 9 yuan.

C. Issuance fee: 3,000 yuan/period (month)

D. Other unforeseeable events: 2,000 yuan/period (month)

E. Total: 20,000 yuan/period (month)

Calculated by one-year sales cycle, 12 * * * is 240,000 yuan.

(3) Other advertisements, regarding other forms of supplementary advertisements, the total cost shall be controlled at 60,000 yuan.

The significance of this strategy lies in combining limited scientific resources to give full play to its maximum utility. We hope to control the promotion cost and improve the promotion effect through innovative media combination strategies during the promotion of urban constellations.

3. Advertising performance strategy of "selling life dreams"

(1), the principle of advertising planning performance:

The planning of advertising content and the expression of advertising plane are the most intuitive expressions in the publicity strategy, and they need to cooperate with scientific media strategies to play their greatest role. In the advertising performance strategy of this project, the principle we follow is: complete sales of life dreams.

Choosing a house means choosing a way of life. Before the house is delivered, it is more about the customer's dream of buying life. Especially the target customers of this project, they are young, fashionable, free, independent, more emotional than rational, and have more colorful dreams of life. In advertising planning and advertising performance, we aim at "completely selling life dreams", arouse the voices of potential customers and realize life dreams with customers. This is the success of advertising.

(2) Overview of advertising creative content:

The limited advertising cost determines the limited number of advertisements and puts forward higher requirements for the performance of advertisements. Following the principle of "selling life dreams completely", in the process of advertising creativity and expression, we strive to describe their life dreams and dreams from the deep desires of target customers through perceptual and inspiring language and pictures to impress consumers.

In the early stage, we combined the particularity of the project and the dream of life to create the following series of advertisements.

(1) "City of Love" series of advertisements

Love is the eternal theme of human beings and the most attractive thing in life. With the theme of "City in Love", through love as a link, individuals, urban constellations and cities are closely linked to attract the attention of target customers, quickly enhance the visibility of the project and shape the image of the project.

In 2003, I fell in love with the city sky.

Two. Look for your own constellation in the city sky.

Ⅲ. Urban Constellation, Love Harbor

Ⅳ. Get married in 2003.

② "Ideas change life" series of advertisements

Choosing a city constellation, superior geographical location, convenient transportation and good environment are enough to make many dreams in life come true. This series of advertisements aims to explain the selling points of the project in the form of a series.

First, travel supplies:

Ⅱ. Leisure products:

Ⅲ. Occupation:

Ⅳ. Learning articles:

ⅴ. Read the article:

ⅵ. Bar articles:

③ "Lifeism/Advocacy" series of advertisements

From the perspective of life, describe the unique life concept and lifestyle of the project.

I. Declaration of Independence:

Two. Enjoy the declaration:

Iii. investment declaration:

In the process of cooperation, we will provide advertising ideas and performances in stages.

Overview of marketing promotion activities of intransitive verbs

If the role of advertising in project promotion is "shooting"; Promotion activities can be called "shooting", which can accurately locate the target consumer groups of the project, gather popularity through activities, convey the characteristics of the project and the life represented by the project through activities, and promote sales through selling lifestyles and life dreams.

Combined with the positioning of the project and the characteristics of the target customer base, we put forward some activity themes as the guiding direction of future promotion activities:

1, theme (1): Wuhan petty bourgeoisie LOGO trial.

Summary: 2 1 century is a brand era, advocating famous brands and pursuing famous products; Petty bourgeoisie, as a new stratum in modern society, has no clear definition, but there are many symbolic psychology and habits, which we call petty bourgeoisie signs. Working with the media to try out Wuhan Xiaozi's LOGO will definitely attract a lot of attention and create momentum for the next project.

2. Theme (2): "The Best Petty Bourgeois in Wuhan" selection;

Summary: Bar is almost a symbol of petty bourgeoisie life. Joint media, selected the bars, discos, cafes, western restaurants and other petty bourgeoisie living places in Wuhan, and selected the top ten places of "the smallest petty bourgeoisie in Wuhan", connecting the project itself with the fashion house and strengthening the image of the project "the first petty bourgeoisie space in Wuhan"; And almost everyone will contact the project itself while consuming, which is an excellent communication channel.

3. Theme (3): General mobilization of game elites: Games have become an industry in South Korea, and its total output value exceeds the value created by its industry; The Ministry of Information Industry has decided to develop China's game industry in the next few years, and Wuhan's game industry is at the forefront of the national game industry. According to the newspaper, in Wuhan, the number of gamers has reached more than 300,000, including many white-collar workers. It is very appealing to use games as a medium to gather the target consumers of the project.

4. Theme (4): Network Survival Competition:

Summary: The Internet has profoundly changed our working style and living habits; Network has also become another important world besides real life. With the theme of "network survival", recruit players and compete for the whole city;

5. Theme (5): Self-help Tourism:

Summary: Traveling, or camping, has become a favorite of fashionistas and a compulsory course for them. Choose the right one

At the destination, travel by self-help, and set up columns on the internet and newspapers to track and report the content all the way.

6. Theme (6): Home (. . . . . . )DIY:

Summary: DIY has become a lifestyle of fashion people. In the later stage of project promotion, DIY operation will be carried out in the process of interior decoration.

Seven. Overview of project integration and promotion

The integration and promotion of the project includes four steps: "positioning-packaging-promotion-sales". In the previous report, we made a comprehensive analysis of the market positioning, publicity strategy and activity strategy of the project respectively. The following will integrate the promotion elements of the project to form a complete integrated promotion plan.

1, looking up the outline-the main line of project integration and promotion

"Outline", only by clarifying the main line of project integration, can we strictly follow the established strategy and play the role of strategy in the actual operation process. The integration and promotion of urban constellations can be summarized as follows:

Taking newspaper advertisements as the pulse, improve the visibility of urban constellations and establish the brand image of the project; Alliance with the constellation? "City Life Reader" as a guide, aiming at the target customer group, comprehensively expounds the selling points of the project; Use activities to gather popularity and convey project information; All advertisements and activities are closely around the core of promotion-on-site sales.

2. Relaxation is moderate-operating outline for overall integration and promotion of the project.

(1) project integration and promotion stage division

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(2) Summary of integration and promotion in different stages.

While dividing the above promotion stages, we made a preliminary analysis of the work in different promotion stages and the main work in different stages. In the actual marketing stage, the overall marketing implementation plan (outline) is as follows:

Phase 1: The internal subscription period is from February 14 to April 26th (Saturday).

The internal subscription period began on Valentine's Day in 2003, which is also the eve of the Lunar Lantern Festival. The work of the new year is about to begin, and everyone's planning for the future will officially begin at this stage. Moreover, just after the bombing of TV programs in the Spring Festival, newspapers will get high attention at this time.

At the same time, the internal subscription period lasts for two and a half months, and the main purpose is to build momentum for the official opening of the project. As a brand-new building, Urban Constellation needs to be fully warmed up in the market, improve its popularity, accumulate popularity in the market and lay the foundation for the opening.

(1) advertising activities:

Theme (1): Find your own constellation in the city sky.

Transmitting information: city constellation, Shinkansen of Wealth? Free space, accept internal subscription consultation and appointment registration from now on.

Constellation alliance? City Life Reader will be on stage soon. We are recruiting members and giving them away for free. Welcome to register on site.

Time: February 13, Wuhan Morning Post. Wuhan Friday

Layout: The size of the 1/2 version (full version) depends on the fierce competition in the market. The principle is: make every effort to create a sensation and become a hot spot.

Description: Before Valentine's Day, the advertisement with the theme of "love" and "self" will be released and the project will be officially unveiled, which will definitely cause a great sensation and quickly improve the popularity of the project. At the same time, in order to avoid the loss of customers due to time during the internal subscription period, Constellation Alliance? The publication of "City Life Reader" is a link to consolidate the early consultation and registration of customers, and high-quality publications can also play a role in word of mouth.

Theme (2): In 2003, I fell in love with the city sky.

Transmitting information: city constellation, Shinkansen of Wealth? Free space, unprecedented enthusiasm for internal subscription, and continuous preferential policies before opening. Welcome to consult in person.

Wuhan Petty bourgeoisie LOGO trials began with gongs. See for details. . . . And the constellation alliance? City life reader.

Constellation alliance? The first issue of "City Life Reader" was published, and free reading was carried out in an all-round way. Visiting this place is an unexpected pleasure. Membership recruitment is in progress.

Time: March 14 (Friday)

Layout: 1/2 Wuhan Morning Post? Wuhan Friday

Description: With the promotion activities of "Wuhan Petty Property LOGO Trial" and "Constellation Alliance"? The publication of "City Life Reader" is an opportunity to advertise and gather customer resources, while maintaining an appropriate exit rate and maintaining the constant temperature effect of the internal subscription market.

② Activity promotion:

Theme: Urban Constellation? Wuhan petty bourgeoisie symbol trial competition

Time: March1April-April 26th.

Caption: With the media (suggestion: Wuhan Morning News Wuhan Friday; Wuhan E Long website has attracted the attention of the society with the fashionable topic of "petty bourgeoisie". Omitted the implementation plan.

③ On-site sales:

Task: accept telephone consultation registration and on-site consultation registration; Accept the constellation alliance? Free registration of city life reader; Run-in and promotion training for field sales personnel;

The second stage: the opening period is from April 26th to May 8th.

The project documents are complete, the project image is basically established, and the sales are officially started.

① advertising activities

Opening advertisement (1): city life declaration

Message: the subscription period in the city constellation ended successfully, and it was officially opened for sale on April 26, and the subscription on the opening day can win the grand prize;

"The opening ceremony of the city constellation and the city constellation? Wuhan Petty bourgeoisie LOGO Trial Finals and Awards Ceremony was held grandly, and you can experience the most popular petty bourgeoisie fashion in Wuhan.

Constellation alliance? The first issue of "City Life Reader" is in short supply, and the second issue is printed, which is wonderful and free. Membership recruitment is in progress.

Time: April 25th (Friday)

Layout: Wuhan Morning Post full page

Opening advertisement (2): lifestyle declaration

Send a word: urban constellations sell well, and fashionistas compete to tell them;

"Shennongjia Wild Adventure Survival Camp" set out today to explore the depths of the virgin forest and follow the footsteps of the mysterious savage.

Constellation alliance? City Life Reader is recruiting merchants and members.

② Promotion of activities

Theme (1): Urban Constellation and the Opening Ceremony of Urban Constellation? Wuhan Petty bourgeoisie LOGO Trial Finals and Awards Ceremony

Time: April 26th.

Caption: Attract the audience to visit the opening scene. Omitted the implementation plan.

Theme (2): Shennongjia's outdoor adventure survival

Time: May 2-May 5.

Description: This activity originated from "Wuhan Petty bourgeoisie LOGO Trial", and about 15-20 people were selected from the contestants, contestants and internal subscription customers to form a group. Activities can be interactive in many ways. In addition to the media and developers, you can also choose other businesses: outdoor survival clubs, sporting goods sales companies and so on. * * * Share costs and reduce expenses.

③ On-site sales

Receive customer consultation subscription, make a decision to change the formal contract during the internal subscription period, and go through the mortgage formalities; Customer tracking; Registration of free publications.

The third stage: the sales peak period is May 8-July.

During the strong sales period of more than two months, under the hot opening sales situation, the advertising offensive and on-site sales were strengthened, and the popularity of urban constellations was rapidly enhanced. At the same time, fully coordinate on-site sales and improve sales performance.

(1) advertising activities:

"Ideas change life" series of advertisements

This paper expounds the changes brought about by the characteristics of the project from different aspects.

There are generally three aspects to transmit information: project progress, sales situation and price trend;

Activity information;

Constellation alliance? City Life Reader was published.

Time: to be determined

② Activity promotion:

Theme (1): "Urban Constellation? Wuhan Xiaozi "

Theme (2): Network Survival Competition

Theme (3): Game Elite Challenge

The activities of the strong sales period are also to strengthen the brand image of the project and attract consumers' attention and visit to the project. The theme and operation mode of the event can be modified by combining the social and fashion focus topics at that time.

③ On-site sales:

The same opening hours.

The operation mode of integration and promotion in the duration, the second strong sales period and the liquidation stage is the same as the previous one, and the specific operation plan and implementation details are not provided for the time being.

In addition, in the planning process of the event, due to the ambiguity of relevant preferential policies, this kind of promotional activities can not be provided for the time being. Unfortunately, it will continue to be enriched and improved in the actual operation process in the future.

Eight. Concluding remarks

As the marketing plan of the project, this report expounds the company's understanding and grasp of the project concept from different aspects, and also shows the project operation mode and operation method. Due to time and ability, we hope to forgive the shortcomings in the report.

Projects similar to urban constellations are small in area and mainly small in size, which have already appeared in the market. In 2003, there will be more projects and the market competition will be more intense. The company hopes to do its best for the successful promotion and sales of the project by virtue of its professional theoretical knowledge, rich trading experience and profound grasp of Wuhan real estate market.