安徽合肥阳光半岛总案定稿.doc

目录
导言·······················································································································2
二期营销背景综述···········································································································2
产品定位与策略·············································································································7
四、市场定位与策略··············································································································9
五、客户分析与客户策略·········································································································10
六、项目主诉求与推广策略·······································································································12
七、价格策略···················································································································13
八、华顺置业会与积分规则·······································································································16
九、渠道策略········································································································
···········23
十、广告计划···················································································································25
十一、公关活动·················································································································33
十二、营销预算·················································································································36
导言
华泰·九狮水岸二期阳光半岛已进入开盘前最为重要的准备阶段。在此之前,甲乙双方进行了大量的基础工作,并就一期阳光半岛的营销思路及执行策略进行了多次深入的沟通,所以,现在我们汇总以往的工作成果并加以系统整合和提升,为销售委员会的终审提供一个更为全面务实的营销总体方案,以供决策。
二期营销背景综述
对一期的营销诊断
唯有了解一期营销的问题,才能精准的定位二期的方向。
一期2005年7月开盘,至今约15月,总销售量78%。项目原案名“九狮水岸”在当地广为人知,但是市场反应冷淡,销售速度缓慢,项目自身价值及营销应该呈现的市场引导性远未实现。
所以,纵观一期,营销薄弱的关键有四:项目定位脱离市场;项目销售没有找准客群,客群定位偏而浮泛;项目定价没起到应有的价格对市场的调动作用;最后,项目的形象没有得到良好的建树。
我们认为,一期的薄弱恰好是二期营销的方向。
二期市场环境及竞争环境
一年过去,市场环境和竞争环境都产生了微妙的变化,肥东地产因性价比优势及房地产进一步的发展和集合,整个板块在全市房地产格局中定位基本清晰,为合肥近郊的相对低价位房产板块,是当地居民一次性置业首选和合肥中低收入阶层解决住房的迁移方向,突出的即是价格优势。