天润柏川. 御花园假日广场宣传企划案.doc

天润柏川·龙城帝景宣传企划案一、 市场现状分析1、大市场走势分析2005年中国房地产产业与旅游产业成为国家经济增长的两大支柱。一个是成熟的赚钱机器，造就了一批又一批亿万富翁、一个是极速增长的消费热点，五一、十一火了各大旅游景点的同时，也带动了相关产业的飞速发展。而各大产业的根本资本投资市场，经过十多年的发展，无论是业内人士还是投资者都逐渐成熟，一个没有实质变化的概念、或一个突发奇想的点子已经难以打动人心。消费者越来越注重金融产品的核心本质和为其创利的能力。2区域市场分析由于太原独特的地理条件及位置，导致太原及周边地区的投资渠道少，而山西又是产煤大省，大量的资金由于投资渠道的问题而闲置下来，从而引起了商业地产的火爆。商业地产的火爆不能说明商业的繁荣，从经营情况来看，太原的商业经营入不敷出的例子比比皆是，从这一点看，商业的经营情况直接影响着商业地产的发展。商业地产的火爆不能说明商业的繁荣，但从经营情况来看，太原的商业经营入不敷出的例子比比皆是，从这一点看，商业的经营情况直接影响着商业地产的发展。近年太原市的商贸业发展较快，但也暴露出一些问题：一是商业网点数量逐年增加，消费却相对不足。太原市城镇居民可支配收入较低成为目前太原商业发展的“致命”弱点。从经营方式来讲，太原绝大多数以招租返租方式为主，承诺给客户的投资回报率在6%到10%间，返租时间多为510年。经营方式十分相似，只是在售价上有些差异而已。由于招租返租形式的参与机构多，风险大，在太原出现几个未能履行租金回报的楼盘后，投资者对这种形式的热情也开始打折扣。一方面的大量的闲置奖金急等待投资获利，一方面是可投资产品的单一匮乏，这就给本案的金融地产尖产品的发展创造了良好的市场切入点。3、市场未来走势预期（1）市场环境分析2005年太原房地产市场状况不温不火，随着各大楼盘市场投放量的加大，市场呈供过于求，同质化严重。将导致大量客户加入持币观望的队伍，本案推出的金融地产概念以地产存折的形式出现，让投资者月月见现钱，既满足了投资者快速回报的获利心理、又保证其原有奖金的安全，必定大有作为。（2）敌牌环境分析以“铜锣湾”“东大盛世华庭”“和信摩尔”为代表的商铺类楼盘，将和本案在太原及山西市场范围内形成直接的竞争，再加上小区域（以本案为中心500米距离）的竞争，本案所面临的市场竞争激烈程度空前激烈。解决之道在于跳出同质化的怪圈，“以娱乐业态经营回报空前”“地产存折、月月返钱“两大独特概念与竞争者拉开距离，置身于混战之外。二、本案SOFT分析Strengths 优势Weakness 劣势地处柳巷成熟商圈，地段优势明显。外部商业配套齐全和周边商业氛围浓厚。四五层以“娱乐餐饮”业态作为经营项目，跳出了太原商铺以商场经营为主的模式。上海百联、美特好等知名企业的入驻或即将入驻，将给投资者更多信心。工程已基本完成，以准备现房的形式发售。银行保函、定期回购等保证坚定了消费者的信心。太原市商铺开发过剩，商业用房空置增长显著。目前柳巷规划较为混乱，本案与柳北尚有一段距离，并有烂尾楼相隔。本案“写字楼”“购物商场”“娱乐餐饮”等多业态同时发售，容易造成项目识别系统的混乱。        工程进度工期等方面的因素，项目市场口碑不佳。个案曾经由开发商自行销售、现阶段又由不同房地产代理公司代理销售，参差不齐的销售水平、服务态度，对外承诺的口径不一，有可能在市场产负面影响。Opportunities 机会Threats 威胁太原人对柳巷有一定偏爱，招商与投资难度相对较小；旧城拆迁改造重点，长远看，升值潜力较大。准现房项目，容易建立目标客层的购买信心。周边竞争者，东大盛世已将宣传重点放到“酒店式公寓”，铜锣湾也因销售周期过长失去市场新鲜感。美特好与上海百联进驻，会坚定观望者入场信心。以“娱乐业态”广泛宣传的商铺在本地市场很少。现阶段如能加强工程进度，则有利于提升客户对本案的信心。周边竞争对手多，规模上本案没有优势，容易陷入价格竞争或恶性比拼。太原商铺开发过剩，商业用房空置增长幅度显著。客户观望心态严重，前期已购者有质疑。开发商有多种来态销售，是否支持本案先行，对本案营销工作的开展起一定作用。四、 本案总体定位分析决策1、总体定位：山西档次最高的休闲MALL“娱乐业态”商铺+“（百联）龙城时尚之颠”2、核心竞争力：“娱乐业态商铺”回报丰厚五、本案主力目标客户群预想定位及分析本案作为商业投资楼盘，其规模、地段、价格等决定了其主力客户群为经济强势群体，有如下特征：1、丰富的社会阅历。2、购买决定者的年龄成集中在30-50岁左右。3、家庭结构主要为2代居或向3代居过度。4、经济实力强。五、本案形象定位分析决策1、识别系统在广告推广时，有效整合个案质素，利用市场识别系统塑造天润柏川. 御花园假日广场在消费者心目中的创富形象，建立天润柏川. 御花园假日广场的美誉、知名度。2、识别系统具体表现（1） 色调：暧色调，金色为主来体现本案的“创富理念”，以财富、打造未来优越生活为内容表现。（2） 销售现场的包装：包括销售道具与销售人员素质的完善与规范。首先，保持销售现场环境的整洁清亮。其次，销售道具齐全，包括广告单、铺位分部图、楼盘的模型、效果图、价格表、客户须知等。（3） 销售人员：销售人员整体素质和产品特性向符合。确实抓好销售人员的业务知识水平与服务质量，有效引导成交。同时不间断的进行 有针对性的培训。六、 本案样版工程的建设及配套设施策略有效强化项目的齐备功能和即将投入经营的表象。三、四层作为“娱乐业态”的商铺样版，其相关装修工程及配套设施的提前施工建设，有助于驱除客户心理疑虑。提升项目的综合竞争力及信任度，使相关配套成为有效的、看得见的销售道具，刺激购买欲，形成新的卖点。七、本案“娱乐业态”商铺执行分析决策1、“娱乐业态”商铺在太原来讲是一个新的商铺推广策略，这就要求在目标客户心中建立新的概念，而这个概念的建立不是一两张效果图所能表达的，推广中应该摈弃我们要说什么的传统做法，而更多的考虑消费者头脑中早已形成的固有观念，将其重新整理，达成我们想看到的新的联结。2、“娱乐业态”商铺方案的推广是一回事，而能否具体实施又是另一回事，因此需要开发商强有力的配合。3、“娱乐业态”商铺的高回报能力对于销售的作用是不言而喻的，在“娱乐业态”商铺形成广泛认知之前，在销售现场可通过多组现场喷绘方式具体表现。八、本案工程管理分析决策好的施工现场及管理，对销售促进作用是十分明显的，具体建议如下：1、施工现场封闭式管理，力求做到整洁，干净，材料排放要整齐，有序，归类排放。2、施工人员要确实遵守施工的规章制度，在保证施工安全的同时要按期完工建设。3、看房通道要整洁、内容丰富，保证看房客户的人身安全。九、本案销售现场管理决策加强销售现场的管理，具体如下：1、针对项目体量大、铺型种类多的特点，采用良好的现场销控手法，营造销售现场积极热闹的销售气氛。2、针对前期和未来销售工作中出现的问题作具体要求，培养现场业务员良好的工作习惯和专业服务态度。3、从专业的角度，弱化“推销房子”的业务心态，强化“为客户理财、为创造客户财富”的信念。十、本案广告推广策略分析及执行计划1、推广思路：以报纸、电视等大众传媒与DM、展览等小众传媒相结合充分展现项目个性，以大众传媒推广形象、培养目标客户，以小众传媒直击目标受众，达成销售。化解市场对项目的一切不良抗性，建立客户信心。2、媒体选用：太原电视台新闻频道、百姓频道、太原交通广播、山西晚报、太原晚报、太原广播电视报、DM金广告、DM传单、财富手册、车体广告及户外广告太原电视台新闻频道以贴近太原市民的身边新闻做主料，已经成为太原市民最常收看的本地电视台，百姓频道以通俗的办台方向也已深入人心。太原交通广播以每天多次路况信息与交通相关的众多节目为主，以成为人们开车最常听的广播电台、其受众为私家车主、公务车受用者、出租车乘客，与我们的受众相吻合。山西晚报与太原晚报在太原地区无论从发行量与受众面来讲都是首屈一指的，因此在报广宣传中首选这两家媒体，太原广播电视报以其深入家庭、受众面广、时效性强等特点也广告宣传的必争之地。DM金广告做为一家直投类杂志有一条完备的通往太原市高收入人群的通道，这些人都应该是我们的目标客户，所以应该做为小众传播的主打。新的宣传单与楼书、财富手册的更新也是新一时期、新的指导思想树立后的大事之一。另外非常重要的车体广告及户外广告也是这一时间广告的宣传重点。3、表达内容：以“娱乐业态”高回报商铺为主打内容进行宣传，带动整体项目的销售业绩。以其它卖点为辅，将天润柏川·御花园假日广场未来业态、入驻商家、回报、银行保证等方面，进行详尽的说明，把每个细节分不同阶段真实展现在投资者的脑中。4、表现方式：前期形象总现、中期卖点分述、尾盘主打价格。5、具体表现：在实际操作当中，地段、业态、经营者实力等优势通过上述媒体加以表现，同时加快四五层“娱乐业态”商铺的设计、装修施工，把“娱乐业态”商铺作为宣传的前锋。而四五层“娱乐业态”商铺的装修完成，将对销售起到积极的作用。待添加的隐藏文字内容2附表1 宣传排期表（见后页）附表2 费用预算表项目档期版位费用备注太原广播电视报每周一次两个半版40040元山西晚报1、3、5、6、半版太原晚报2、4、5、6、半版21450X5=85800元太原电视台新闻频道太原电视台百姓频道太原交通广播电台DM金广告杂志每月一期封面底20000元左右DM单页重印12万份周六日热点派发财富手册楼书重印车体广告户外广告Editor's note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps of the world's first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, I've still seen many important weather and space events, but right now, if you were sitting next to me, you'd hear my foot tapping rapidly under my desk. I'm anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.It's like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straight line "we" would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and "capcom" (capsule communications), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, "Fearless Felix" will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, he'll be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes it's not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it won't. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way I'd miss this.