2013_东莞中原_地产大学堂(19)_营销策略之活动策略及现场执行

Codeofthisreport|1©CopyrightCentalineGroup,2010本报告仅供客户内部使用。在获得中原地产书面许可之前，本报告的任何部分都不可被擅自引用、复制和传播。营销策略之营销活动策略及现场执行东莞中原营销总监：赵善扬2013年3月Codeofthisreport|2©CopyrightCentalineGroup,2010举办什么活动？如何举办活动？最核心的根源点是：要洞察客户的需求和喜好！Codeofthisreport|3©CopyrightCentalineGroup,2010楼盘活动营销，八大取胜之道下面我们将以东莞为例，通过对八大取胜之道盾的分析和破解，以求找到楼盘营销活动的“渔”；我们相信，只要掌握这种思考的逻辑，无论哪个城市，无论哪个楼盘，无论哪种活动，我们都可以做到成竹在胸的。Codeofthisreport|4©CopyrightCentalineGroup,2010以数量取胜1取胜之道Codeofthisreport|5©CopyrightCentalineGroup,2010【南国雅苑百米涂鸦活动】Codeofthisreport|6©CopyrightCentalineGroup,2010【莲湖山庄千鹭齐飞活动】Codeofthisreport|7©CopyrightCentalineGroup,2010【天骄峰景万只萤火虫放飞活动】Codeofthisreport|8©CopyrightCentalineGroup,2010以规模取胜2取胜之道Codeofthisreport|9©CopyrightCentalineGroup,2010【天骄峰景三天三夜演唱会活动】Codeofthisreport|10©CopyrightCentalineGroup,2010【森林湖千人瑜伽活动】Codeofthisreport|11©CopyrightCentalineGroup,2010【锦绣山河万人低碳健步行活动】Codeofthisreport|12©CopyrightCentalineGroup,2010【万人长跑及万人捕鱼活动】Codeofthisreport|13©CopyrightCentalineGroup,2010以来头取胜3取胜之道Codeofthisreport|14©CopyrightCentalineGroup,2010【百位市长鉴赏天骄峰景活动】Codeofthisreport|15©CopyrightCentalineGroup,2010【布莱尔峰会锦绣山河活动】Codeofthisreport|16©CopyrightCentalineGroup,2010【十五国旅游小姐助兴双子】Codeofthisreport|17©CopyrightCentalineGroup,2010【锦绣山河建国大业首映活动】Codeofthisreport|18©CopyrightCentalineGroup,2010【全国高校招生咨询会活动】Codeofthisreport|19©CopyrightCentalineGroup,2010【总统御医亲临天骄峰景】刚果总统耶鲁即亚御用保健医生——臧俊岐如果只是流于一般的讲座，那就没有什么意思了……Codeofthisreport|20©CopyrightCentalineGroup,2010【观山碧水挑战吉尼斯活动】Codeofthisreport|21©CopyrightCentalineGroup,2010【胡润百富榜揭晓活动】Codeofthisreport|22©CopyrightCentalineGroup,2010【保利红珊瑚国宝展】Codeofthisreport|23©CopyrightCentalineGroup,2010【鼎峰尚境猛犸象化石展】鼎峰尚境猛犸象展高调推广，盛况空前Codeofthisreport|24©CopyrightCentalineGroup,2010【好莱坞展恐龙展金钱龟展】Codeofthisreport|25©CopyrightCentalineGroup,2010以系列取胜4取胜之道Codeofthisreport|26©CopyrightCentalineGroup,2010【天骄风景系列名车发布活动】保时捷911、宝马mini、奥迪A8L……Codeofthisreport|27©CopyrightCentalineGroup,2010【天骄风景民族国际风情活动】Codeofthisreport|28©CopyrightCentalineGroup,2010【御花苑夏威夷风情节活动】Codeofthisreport|29©CopyrightCentalineGroup,2010【江南第一城九琴响江南活动】活动流程1、钢琴：《蓝色狂想曲》2、文化影响城市之江南文化节启动仪式3、扬琴：《春江花月夜》4、古琴：《梅花三弄》5、江南第一城琴棋书画文化活动回顾暨三等奖抽奖6、雷琴：《百鸟朝凤》7、口琴：《星之所在》8、琴声悠扬之产品推介暨二等奖抽奖9、小提琴：《爱之喜悦》10、柳琴：《幸福渠》11、文化节之嘉宾致辞暨小朋友宣誓活动12、月琴：《茉莉花》13、重磅表演——马头琴：《心灵之歌》（齐·宝力高大师）14、系列活动介绍暨一等奖抽奖15、压轴表演——马头琴：《心灵之歌》（齐·宝力高大师）Codeofthisreport|30©CopyrightCentalineGroup,2010以新奇取胜5取胜之道Codeofthisreport|31©CopyrightCentalineGroup,2010【御花苑羊驼带你看样板活动】Codeofthisreport|32©CopyrightCentalineGroup,2010【万科城市高尔夫大象转圈活动】Codeofthisreport|33©CopyrightCentalineGroup,2010【八人大轿做看楼车活动】Codeofthisreport|34©CopyrightCentalineGroup,2010【天骄峰景直升机看楼活动】Codeofthisreport|35©CopyrightCentalineGroup,2010【湖景1号黄金大道活动】Codeofthisreport|36©CopyrightCentalineGroup,2010【阿迪力穿越东方华府活动】Codeofthisreport|37©CopyrightCentalineGroup,2010【吉尼斯奇人助阵江南第一城】Codeofthisreport|38©CopyrightCentalineGroup,2010【香树丽舍飞机揭幕活动】Codeofthisreport|39©CopyrightCentalineGroup,2010【金地格林小城浪漫玫瑰雨活动】Codeofthisreport|40©CopyrightCentalineGroup,2010以极端取胜6取胜之道Codeofthisreport|41©CopyrightCentalineGroup,2010【史上最大300斤月饼惊现御花苑】Codeofthisreport|42©CopyrightCentalineGroup,2010【第一城9999朵玫瑰打造最大玫瑰心】Codeofthisreport|43©CopyrightCentalineGroup,2010【光大花园顶级名车全城巡游活动】Codeofthisreport|44©CopyrightCentalineGroup,2010【御花苑最贵红酒品鉴会活动】Codeofthisreport|45©CopyrightCentalineGroup,2010以互动取胜7取胜之道Codeofthisreport|46©CopyrightCentalineGroup,2010【锦绣山河龙舟节活动】Codeofthisreport|47©CopyrightCentalineGroup,2010【御花苑荔枝节活动】Codeofthisreport|48©CopyrightCentalineGroup,2010【江南第一城怀旧时光活动】Codeofthisreport|49©CopyrightCentalineGroup,2010【江南第一城中外美食烹饪交流赛】Codeofthisreport|50©CopyrightCentalineGroup,2010【江南第一城水上运动会活动】Codeofthisreport|51©CopyrightCentalineGroup,2010【御花苑宠物派对活动】Codeofthisreport|52©CopyrightCentalineGroup,2010【南国雅苑动漫嘉年华活动】Codeofthisreport|53©CopyrightCentalineGroup,2010【锦绣山河奥飞王国活动】Codeofthisreport|54©CopyrightCentalineGroup,2010以细节取胜8取胜之道Codeofthisreport|55©CopyrightCentalineGroup,2010【南国雅苑免费派鸡蛋活动】Codeofthisreport|56©CopyrightCentalineGroup,2010【天骄峰景千里寻蛋活动】Codeofthisreport|57©CopyrightCentalineGroup,2010【江南第一城元宵背诗有礼活动】Codeofthisreport|58©CopyrightCentalineGroup,2010【江南第一城植树节桃花阵活动】Codeofthisreport|59©CopyrightCentalineGroup,2010八大取胜之道只是活动的一种思考逻辑归纳和总结才是策划的原动力活动的执行比活动的创意更重要以此与各位操盘手共勉……Codeofthisreport|60©CopyrightCentalineGroup,2010THEEND