中原星河惠阳专案之营销策略报告(doc51)

精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料星河惠陽專案·营销策略報告TheReportofCamppintacticsForXingHe11,MAY,2007皇牌代理信心標置TOPPRODUCE深圳市中原地產顧問有限公司惠州事业部营销A组報告評審監製：深圳市中原地產品控中心專案全權負責：鐘志斌行銷總監專案報告主撰：徐智勇策劃經理報告技術負責：徐智勇策劃經理李燊策劃經理策劃參與成員：邱貞標策劃師何卷華高級策劃師劉正文策劃師吳磊策策劃師彭光平策划师報告文字處理：黃露張英華劉顯新这是一个经济大发展的时代这是一个地产发展的大时代无数的城在崛起，无数的边界在崛起中消失大城、大势。深圳,26年前由一个小渔村成就一个世界经济史的神话，一座超级大城崛立在南中国的海滨它仍在不断的生长与漫延……就在大城东边，一颗正升起的明珠人人都在谈论，大亚湾和惠阳……在北纬22°46′，东经114°28′，在惠阳，1030000㎡的山水之间，2007年，星河地产,向东将续写在大城的辉煌中原营销目标：品牌提升&成就版图通过本项目的开发，东部地产确立在惠州、在惠阳大亚湾区域的领导者地位，成就星河版图。将通过颠覆惠阳·大亚湾市场区域，采取引领营销之手段，再续星河传奇：“星耀中天·河山生辉”目录目录.............................................................................................................3第一章、颠覆区域...................................................................................................5一、市场竞争激烈，硝烟四起，大盘时代、地产盛宴·································5二、融合造就大势，大势成就地产·········································6三、深圳成为外购力的主要市场··········································7四、政策严控，高端物业稀缺，迫使中高端投资需求东移·······························8五、07年片区别墅供不应求··········································10第二章、整合推广策略梳理..........................................................................................12一、总体原则·················································13二、项目卖点挖掘···············································13三、引领营销策略···············································15四、广告媒介策略···············································20广告宣传：软硬结合................................................................................................21活动促进：文武双作................................................................................................21现场烘托：促进购买................................................................................................21五、提升营销力---现场体验树品质策略·····································24第三章、入市策略建议..............................................................................................25一、入市时机·················································26二、高姿态入市形象策略············································26三、两地拱合，同时入市············································26第五章、项目推售策略建议..........................................................................................27一、推盘总体原则···············································27二、首期推货策略···············································28三、销售控制制造开盘高价速售的良好口碑····································29四、分批快速推售，连续引爆市场········································29五、高低组合，多方位赢得市场·········································29第六章、营销铺排建议..............................................................................................30一、一期营销排期···············································30二、阶段性目标················································31第七章、价格策略..................................................................................................31一、高价入市驱动策略·············································32二、高开高走，小幅提升，多次提价·······································32第八章、硬件形象展示..............................................................................................32一、景观大道包装···············································32二、售楼处包装················································33三、看楼通道包装···············································35四、样板房包装················································36五、楼体包装·················································38六、开盘前须展示的环境············································38第九章、阶段性推广建议············································39一、形象导入阶段···············································40二、客户蓄水阶段···············································41三、第一批单位强势发售阶段··········································44四、二批单位强势发售阶段···········································45五、三批单位强势发售阶段···········································47第一章、颠覆区域一、市场竞争激烈，硝烟四起，大盘时代、地产盛宴半岛1号——占地100万平方棕榈岛——占地140万平方米珠江东岸——占地61万平方米星河惠阳项目——占地103万平方米振业惠阳项目——占地61万平方米东部大亚湾项目——占地61万平方米金海岸大亚湾项目——占地162万平方米碧桂园岐山度假村——200万平方米万科项目……超过近2000万的供应储备，诸多品牌发展商加入开发惠阳大亚湾的阵营，项目的营销面对较激烈的区域市场竞争，大盘时代，惠阳大亚湾的市场由复苏时的零星之火，迅速跨进市场的快车道。二、融合造就大势，大势成就地产随着深圳东部产业带的东扩，龙岗东部工业区多个规划中的产业带与大亚湾石化产业带形成紧密产业链，区域经济日趋融合。大亚湾世界产业的支撑力造就的吸引，使做为大亚湾的大后方的惠阳地产步入发展快车道；而南坪快速打通东部干线，至龙岗大工业区仅为16公里，2010年深圳地铁三号线、深惠沿海高速路、3号地铁线、深汕高速、厦深铁路、西二大道等完整城际快速路网的建设与规划令跨城置业客户比重增大，城界逐步消失，造就“深惠同城生活”；惠阳、大亚湾正式纳入深圳版块---“深圳的东岸”东部工业组团与大亚湾形成产业融合，龙大工业区与大亚湾产业带百万产业人群的无限展望，龙岗地产的风生水起，爆涨的行情，日渐消失的城界，惠阳的地缘优势有理由,乘势而进！三、深圳成为外购力的主要市场历年住宅批准预售面积统计20022003200420052006961.42716.9806.5707.469702004006008001000万㎡历年住宅实际销售面积724.41806.56820.13905.237250200400600800100020022003200420052006万㎡深圳别墅历年销售价格（单位：元/平方米）97801202015350145041432695839996120001246613620145001590014424938273300200040006000800010000120001400016000180009091929394959697989920002001200220032004土地供应使得的住宅供应减少，市场逐年升温，销售日趋旺盛。特区内土地供应停止，房价居高不下；金地名津售价达18000元/平米，关外龙华房价破万元，深圳地产狂颠。与此同时，深圳用地紧张，政府每年仅不足400万方的土地供应，难于满足市场的需求，而所投放的土地，大多在深圳的边缘，如坑梓、石岩。深圳近年来，楼市狂颠，关内无地可用，关外破万！龙岗中心城均价已近万元。深圳商品住宅价格近两年的上涨远远高于同期城镇居民家庭人均可支配收入增长速度，消耗了前9年的收入增长空间。迫使深圳客户到寻找新的投资空间。目前，惠阳、大亚湾房地产市场客户60%属深圳区域，中高端物业的深圳客户群比例更高。深圳客户已成为区域市场的主力军,也是本项目主力的营销目标。四、政策严控，高端物业稀缺，迫使中高端投资需求东移深圳别墅价格连年翻番，投资需求急切需求新的市场机会，深圳东的形成，