Excellent project plan 20 14

Through the preliminary analysis of the Runyeyuan project, we feel that it will be a very plastic project. Through professional marketing and planning, it can not only reflect the strength and image of developers, but also be unique in small and high-rise markets.

After a long period of market research, according to the background reflected by the market and our accumulated experience, some suggestions suitable for market sales are put forward for your reference.

If you are lucky enough to be a partner of your company, you will provide a set of systematic and feasible marketing planning reports for you to read according to the specific information at that time.

Zhong cheng ye Wei real estate marketing management co., ltd

catalogue

I. Market background

Second, the project analysis

Third, the project positioning

Fourth, the positioning of tourists.

Verb (abbreviation for verb) product suggestion

Sixth, the strategy of pushing the case

Seven, advertising strategy

Eight, sales execution

Nine. company profile

X. Ways of cooperation

I. Market background

Jinan real estate market is becoming more and more standardized, and the whole market is on the rise. In the process of market development, we think it can be divided into two stages, and the market composition characteristics of each stage are briefly analyzed as follows:

After 20xx years, the oscillation is in the transition stage to the standard.

Characteristics of tourists: the level of tourists is wide, the demand is diversified, and the psychology of real estate purchase and consumption tends to be rational. At this time, retail consumption has gradually become the main force in the market.

Characteristics of developers: Under the pressure of competition, developers actively seek new development concepts and gradually accept marketing planning concepts. At the same time, the advanced ideas brought by professional sales talents also influenced the thinking of developers, and began to pay attention to the needs of customers, and gradually moved closer to the line of fixed sales by production. Brand awareness has been greatly enhanced, and a large number of powerful and technologically advanced foreign development enterprises focus on the good development prospects of Jinan real estate market, and then seize the Jinan market one after another. At the same time, due to the government's unified management of land resources, land prices began to rise, prompting development enterprises to get out of the profiteering stage and the profits tend to be reasonable. At this time, some small enterprises with weak financial strength, imperfect management and outdated development concepts will face severe tests.

Project features: product diversification. While it is still multi-layered, small and high-level companies are gradually recognized by the market, and high-level companies also occupy a certain market share. Regional restrictions are increasingly broken, residential planning tends to be reasonable, with distinctive features, and the quality of residential areas is constantly improving.

Sales characteristics: the price tends to be reasonable, the market is integrated, the marketing concept is gradually accepted by the market with the intervention of professional sales organizations, the personnel are becoming more specialized, and the propaganda means are constantly being refurbished.

Under the above market background, great changes have taken place in customers, markets and developers:

1, changes in customer demand

? Customers who can afford to buy real estate below 2500 yuan/square meter have changed from simply pursuing to meet the living requirements and engineering quality to pursuing comfort, safety and privacy.

? For customers who can bear the price of 2500-4000 yuan /m2, on the basis of pursuing the above requirements, they pay more attention to the personality, connotation and appreciation potential of the real estate, and have strict requirements on the overall planning of the community.

? Customers who can bear more than 4,000 yuan /m2 are qualitatively improved compared with the first two types of customers. When choosing real estate, the most important thing is to enjoy and pursue a concept and connotation. At the same time, they also pay great attention to the qualifications of developers, the popularity of real estate and the community environment.

2. Changes in the market environment:

Geographical environment: geographical restrictions have been gradually broken, and the market has developed in all directions, from traditional use lots to brand creation, and then to brand creation and lot creation.

Product environment: product diversification, multi-layer is still the main force, small and high-rise development is rapid, and gradually accepted by the market.

These include:

Small high-rise development is divided into three stages:

(1) symbolized by 1999' s development of the small high-rise community Spring Scenery X Four Seasons Garden, the small high-rise community entered the Jinan market as a new development concept, introduced the advanced marketing model from the south, planned and packaged it, and paid attention to the early publicity, which had a great impact on the pre-sale and achieved good results.

(2) Marked by the large-scale development of small high-rise buildings such as Jintai Garden, Hongxi Garden, Daming Cuiting Garden and Jinguan Garden, the small high-rise market has entered a stage of fierce competition. At this time, developers are pursuing high volume ratio and high profit rate, which leads to high prices of small high-rise buildings, and the architectural disadvantages of point-type small high-rise buildings are gradually exposed, and the point-type small high-rise buildings are short-lived.

(3) Guided by the customer's choice, the market has once again turned to the direction of small high-rise buildings based on communities, and it is increasingly showing the characteristics of scale and brand. The representative buildings at this time are Lidong Garden and Huiyuan Home.

3. The changing trend of developers

? The development concept has changed from the traditional single mode to diversification, humanization, characteristics and idealization, and gradually established the brand concept, with a strong sense of competition.

? Marketing: Fierce competition has led to the continuous renovation of sales methods. From green hype, intelligent hype, ecological hype and paid hype to today's hype concept, scale and brand, marketing has increasingly become a whole-process planning behavior, so we must pay attention to the preparatory work, be familiar with the local situation and understand the customer's mentality.

Second, the project analysis

1, basic information:

This case is located in the east of Jiefang Road, Jinan City, and adjacent to Shanda Road, cid (Science and Technology Business Center) in Jinan City in the west. This is the key project of the municipal government, and its rise will certainly radiate to the surrounding areas, thus stimulating the prosperity of the regional economy. It is adjacent to the high-tech industrial development zone in the east, where many well-known international and domestic companies invest. This case is located between these two development zones, with convenient transportation and great appreciation potential.

2. Analysis of regional consumption capacity:

Economic level:

The main force of the whole consumer group is still the middle and high class who pay more attention to the quality of life, and the social level is also dominated by government workers.

With the continuous improvement and perfection of the surrounding living facilities, the area will become a gathering place for high-grade real estate. This will also break the original consumption groups and scope in the region and become a hot spot of cross-regional consumption.

3. customer orientation:

As this case belongs to the middle and high-grade real estate, the customer base is relatively narrow due to price restrictions. According to the differences in customer base's region, social status, purchase intention and purchase time, the following analysis is made:

(1) Local tourists:

This kind of tourists is the basis of this case and the main source of early tourists. Our company believes that there are mainly the following types:

Private owners: They have a relatively solid economic foundation, a relatively stable occupation, extensive social relations, enough leisure time to taste and enjoy life, strong ability to accept new ideas, but calm thinking and judgment, and most of them are second-time home buyers. Pay more attention to lots and corresponding appreciation potential.

Government officials: These people have high social status and stable income. Most of them already have apartments allocated by their units, but they want a more private and upscale living space. This kind of people have higher requirements for grade, safety, privacy, community planning and supporting facilities.

Senior white-collar workers: these customers have the characteristics of high education and high income, and pursue a high-taste living atmosphere to show their own value. These tourists pay more attention to the grade, supporting facilities and popularity of the community.

Young successful people: these people have flexible thinking, high income, high starting point of social status and pursue modern upper-class life. This kind of tourists mainly choose small apartments, but the proportion is limited.

Summary: Most local tourists buy houses for the second or third time, and the main demand is standard apartment.

(2) Foreign tourists

This kind of customers is necessary for the case to complete the overall sales and establish the brand on a larger scale and at a higher level, and can be divided into the following types.

Executives of foreign-funded enterprises: most of these people are foreigners with high income and single identity. They pay attention to the taste of life and the publicity of personality. At the same time, they hope to have a warm and private living environment and pay more attention to brand, location, transportation, supporting facilities and entertainment.

Senior managers of foreign-funded enterprises in China: After China's entry into WTO, foreign investment will increase greatly, and foreign managers will also increase. This kind of tourists mainly value supporting facilities, transportation, property management and intelligence, which will become the focus of tourism development in the later stage of this case.

Third, the project positioning

This case is located in Jinan, with perfect living facilities and municipal facilities, and a good natural and humanistic environment. Compared with other competitive real estate, it has incomparable advantages in the future market competition. So our company suggests positioning this case as: a house that can afford people? Nourish the urban aristocracy.

To sum up, the main demand points of the target customers in this case are as follows:

1, excellent location.

2. Adequate communication lines.

3. The municipal and residential facilities are relatively complete.

4. Reasonable community planning.

5. High level of intelligence.

6. Great appreciation potential.

7. This apartment is both practical and comfortable.

Verb (abbreviation for verb) product suggestion

Because this case does not have a prominent scale advantage, what should China do in terms of support? Without my people? People have my essence? Relying on unique internal facilities to further improve the level of this case, the specific suggestions are as follows:

Community facilities

1. Heating: Korean floor heating system is adopted.

Reason: A has no radiator and its branch pipes, which increases the use area and is suitable for placing furniture.

B the room temperature is balanced and stable, and the temperature of each room can be independently adjusted and controlled, with

Fitness function.

Radiant heating, no air convection, sanitary and clean.

It is convenient to set up French windows.

2. Doors and windows: individual doors are equipped with visual intercom security doors, indoor doors are made of wood panels, and the living room is set.

Floor-to-ceiling windows, double-layer hollow plastic-steel windows are installed in other rooms.

3. Safety system: omni-directional automatic anti-theft control system, infrared alarm system and fire electricity.

Install automatic sensing devices on ladders and public places to monitor the fire at any time.

4. Information system

Wired telephone: urban standard cable TV signal and satellite TV system.

Communication facilities: two international direct dial telephone sockets are reserved.

Network: broadband network enters the home, and pipes are reserved.

5. Kitchen and bathroom: the wall is inlaid with high-grade artistic tiles to the top, and non-slip floor tiles are laid.

A set of advanced kitchen utensils, purified water into the home.

6. Toilet: the wall is inlaid with ordinary tiles to the top, with non-slip floor tiles and three pots.

(2) The multi-storey commercial building in this case is a street place. It is suggested that the roof should be built in a shape that can represent the style of this case, rather than a flat roof.

(3) the material and color of the facade

It is recommended to use three-color high-grade paint, with dark brown or ochre at the bottom, beige or medium yellow in the middle and light yellow or white at the top.

Reason: a kind of paint is easy to clean, and it will be brand-new after a new brush. In case the wall leaks water, it will be easy.

Find it, but it's not easy to find it with bricks.

B Brown and ochre can best reflect the layering and sense of the times of this case, and the overall warm color collocation shows the unique sense of the times of the sun room.

(4) Greening layout: According to the volume coefficient in the residential area, this scheme takes a small but refined route as a whole, and sets off the atmosphere of the residential area through exquisite small scenes. Efforts should be made to realize three-dimensional greening in the greening layout; That is, grassland, shrubs and plants are matched and combined with each other. Enhance the cultural and environmental charm within the community with a unique garden style and enhance the image of the community.

(V) Planning and layout: While fully satisfying the landscaping, appropriately increase the construction of fitness facilities and introduce the theme of health into the community, which is not only the need of brand promotion, but also the true performance of being responsible to the owners, so it is easy to attract consumers' approval.

(7) Huxing style: French window design, bright room, so that customers can really feel the sunshine.

Sixth, the strategy of pushing the case

(1) location of the sales office:

We suggest that the sales office move to the main road and build and decorate a luxury sales office with real estate characteristics and culture near Jiefang Road.

Reason:

(1) This section is the main road in Jinan, with high personnel level and great potential for tourists.

(2) The mobility of personnel is large, which is easy to expand popularity.

(3) The transportation lines are developed, which is convenient for customers to consult.

Disadvantages: high input cost.

(two) the operation stage and purpose of pushing the case

The operation of this case starts from the auction house, and we suggest that the operation of this case is divided into three stages:

The first stage: establish market awareness, cause market impact, build real estate brand and withdraw funds.

Reason:

(1) The simultaneous development of this project requires a lot of funds. The early withdrawal of funds is of great significance to the later development support.

(1) The sales success in the middle and late stage mainly depends on the good market sentiment established in the early stage, so

Form a virtuous circle, therefore, whether the case can be resolved as soon as possible depends on whether it can be built in the early stage.

Establish market awareness and cause a sensation in the market.

At this stage, we should pay attention to the price formulation in the early stage, make good demands in combination with the whole, and pave the way for the operation in the middle and late stage.

Reason:

Price is an extremely important part of the whole marketing strategy. If the price of the whole stage is not well connected, the whole project will fail (for example, Daming Cuiting was frustrated in the market because of unreasonable price setting). )

The second stage: establishing brand, based on local customers, expanding customer base and building stage.

For higher profits.

Reason:

(1) The sales in the third stage mainly rely on the brand support established in the first two stages.

(2) In the second stage, the popularity and brand of this case have been established. If we can expand customers to a wider range, it will create more favorable conditions for establishing the image of real estate brand companies and creating profits.

The third stage: get the highest profit and upgrade the developer's image to a higher level through the real estate brand.

(3) Price strategy

At present, the market competition is fierce, and the operation cycle should not be too long, which is not suitable for large-scale price adjustment. Therefore, our company proposes to enter the market at a lower price in advance, so as to attract market attention and build popularity. With the progress of the construction period, we will make fine adjustments and make great improvements in three stages: zero, subject capping and completion, so as to stimulate the market.

After the overall operation, the average price will be controlled at 3,500 yuan /m2, and the specific strategy of pushing the case and the price formulation at each stage will be reported to your company for reference after both parties confirm the cooperation relationship.

Seven, advertising strategy

(1) Main points of appeal:

Highlight the unparalleled internal advantages of the community? Who can live in a house that can support people? Main appeal point.

Reason: This case has unique internal advantages, which cannot be compared with other buildings. This box is auctioned.

Sales, such as simply promoting the quality of the community, have credibility problems, but the advantages of the natural environment.

And the architectural form of small high-rise buildings is obvious, which is easy to be accepted by customers. If it produces * * *, it is relatively easy to cause market impact.

(B) the demand of each sales cycle

1. Guidance period: Guidance can be conducted in advance through soft advertisements and theme publicity activities, mainly introducing the geographical advantages and internal supporting development concepts of the community.

2. Opening period: focusing on environmental advantages, combining flexible payment methods and preferential measures to attract customers and build popularity.

3. Normal sales period: After entering the official sales period, under the unified proposition of the main appeal point, the quality of apartment type, supporting facilities, greening, transportation, culture, commerce and scenery will be displayed in stages, making it an advertising series.

Reason:

(1) can fully demonstrate the overall advantages of the community.

(2) The independence of each advertisement can be maintained, that is, the publicity theme is distinct. Can continue to maintain the freshness of the market, lasting impact.

(3) Selection of advertising media

1, TV? Mainly in image advertising, combined with variety advertising.

2. newspapers? The combination of soft advertisement and hard advertisement. In the early stage, it was guided by soft advertisements, and in the formal sales period, it was impacted by hard advertisements.

3. body? Mainly choose buses that can go directly to the crime scene and pass through busy areas such as important public places.

4. Radio? Choose a radio station with wide coverage and high listening rate, such as the sound of traffic music.

5.3D animation? Showing the scenery and facilities inside the community in advance will help build consumer confidence and further enhance the brand strength of developers by means of high-tech publicity.

Eight, the operation arrangement

Our company has summed up a set of rigorous project operation procedures by virtue of many years of planning agency experience. The whole market-based work arrangement is enough to ensure that any excellent planning creativity can be fully interpreted through the operation of our professionals.

(A) the initial stage of market adjustment (the first stage)

Personnel arrangement in the first stage

1, market research and analysis

2. Summary of market research results After the brainstorming meeting of the research group, the person in charge of market adjustment and the project manager * * * write the market summary together.

3, property planning research group brainstorming meeting

4. Marketing direction and ideas (opening time, building and layout suggestions of sales offices and model houses)

5, planning report outline project planner.

The scope of work at this stage is mainly to conduct detailed market research on this case and prepare a market research report. After being familiar with the planning situation of this case, combined with the results of previous market research, a brainstorming meeting was held to preliminarily determine the marketing planning direction of this case and prepare a preliminary planning draft. With the developer * * *

After the planning content is revised and confirmed through consultation, the work content of the second stage will be carried out.

(2) Sales preparation stage (second stage)

Personnel arrangement in the second stage

1. Decision on the Main Contents of Formal Submission of Marketing Planning Report: Target Market Positioning? Sales strategy formulation? What are the promotion measures and appeal points? Advertising goals and objectives? Compilation of advertising budget? What are the design requirements for graphic products (Lou Shu style suggestion, dm and single-page production suggestion, poster suggestion, exhibition board content suggestion, etc.)? )? On-site pop layout suggestion? Sp activity suggestion? The media selected and arranged the brainstorming meeting of the research group, which was written by the project planner of this case, assisted by advertising planning and the report was completed.

Meeting between our company and developers (determining advertising, marketing expenses, media plan, sp activity plan, etc.). )-

3. Brainstorming meeting of ad planning and copywriting design review task force: ad planning, computer designer, planning, project manager is responsible, and developers confirm and grasp.

4. Review and correction of printed samples

5. The specific content of on-site pop layout:? Site wall decoration? Website banners and banners layout? Site light boxes and signs? Exhibition board and model making? Has the sales office been decorated? Sales office shopping guide card? The decoration and layout of model houses are jointly produced and supervised by our company and developers.

6. Long-term media arrangements in urban areas

7. Prepare sales documents and project plans

8. Compilation of sales materials

9, sales personnel training and assessment of project managers, project planning, advertising planning, etc.

10, real estate newspaper advertising review and arrangement of advertising planning, project manager.

1 1, the sales business card printing advertising planner supervises the advertising company to complete.

This stage is basically the implementation of the planning report, and our company will assist developers at this stage.

Contact, contact and supervise advertising companies, communicate with developers in time, and assist developers in site layout; Train sales staff, prepare and implement all sales materials.

Third, the sales stage (the third stage)

Person in charge of the third stage

1, implement the advertising plan in the developer's confirmation conditions, and we will implement it specifically.

2, on-site sales statistics and monitoring project managers and planners.

3. Statistics and notification of telephone volume, customer volume and transaction volume

4. Price response and review

5, advertising effect statistics advertising planners, planners, project managers

6. Summary of advertising effect

7. Brainstorming meeting of the sales strategy adjustment task team, which is implemented by planners and advertising planners.

8. Adjustment of advertising strategy

9, sales situation analysis and forecast task force meeting

10, meeting arrangement

? The project manager will report the sales situation at the weekly meeting, understand the progress of the project (and the developer), and investigate the feedback from the sales staff.

? The monthly project manager, project planner and developer summarize the sales work and draw up the monthly sales plan and advertising plan.

The project manager, planner, advertising planner and developer of the stage sales meeting summarize the sales stage, analyze and forecast the sales situation, and make overall planning and arrangement for the next stage.

I recommend it carefully.