鸿瑞熙龙湾整合营销推广策划案.ppt

城市岛居湾岸筑品
鸿瑞熙龙湾整合营销推广策划案
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欲知花岛处,水上觅红云。
奉和虢州刘给事使君三堂新题《二十一咏·花岛》
前言
隔着宽阔的江水,无法看清花岛的真面目,只是隐约可见远方似有一片红色的云彩,那就是花岛的具体位置。远望如红云,则近处其花之繁盛可以想见:沐浴清晨的阳光、轻盈悠闲的白鹭、波光粼粼的河面、郁郁葱葱的河岸,还有那连接城市的桥廊……
“熙”在汉语词典中意为“振兴、光明”,“熙龙湾”顾名思义即巨龙腾飞。鸿瑞熙龙湾位于中江大道中断西侧,紧邻芜湖市一中新校区,芜湖市首座“城市湿地公园”紧靠项目北侧,在鸿瑞熙龙湾可以将波光粼粼的湖面尽收眼底,更能体会落霞与孤鹜齐飞的迷人意境……
熙龙湾三面临水,天然岛屿,原生湖景与人工湖景相辅相称,全面呈现“城市岛居、湾岸筑品”的高尚生活模式。水景地产,特色别墅,宜居生态地产项目紧邻三千多亩的湿地公园,具有优质自然生态水景,将带给江城人民高端的原生态湿地生活方式。
在市场调查分析基础上,我们把熙龙湾天然赋予的岛屿附上“优雅、浪漫、闲适、唯美”的岛居理念,将城市高知阶层的需求用岛居的方式演绎,实现建筑、环境与人居的和谐统一。注重培养消费者“岛居价值观”,用新居住生活方式的居住理念,通过事件营销(岛居文化研讨会等)和体验式营销(样板房),与最有价值的消费者保持长期的紧密联系,树立熙龙湾新生活、高品质的品牌形象。
本策划案以整合营销为策略重点,让客户尽可能的了解鸿瑞·熙龙湾,充分诠释、解读项目的价值,促进产品销售;极大提高鸿瑞·熙龙湾商品的知名度和认知度。加强社会公众对鸿瑞房产和熙龙湾品牌的印象,提高企业的美誉度,树立企业良好的形象。
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第一章背景梳理
1、熙龙湾三面环水的优质环境资源············································································ ······· 7
2、区域内楼盘集中上市竞争激烈········································································ ····· ··········8
3、目标客群锁定稳定资产层········································································ ················· ·······9
4、SWOT分析············································································································ ···········10
第二章悦居:推广策略
1、全面打造城市岛居概念····································································································· 11
2、“以我为主”的竞争策略··································································································· ···14
3、双线并行的传播总策略······································································································15
4、以事件营销为主的区域营销战略····················································································16
5、先声夺人的营销推广步骤······························································································17
6、小众制胜大众为辅的媒介推广战略··················································································18
第三章悦动:活动营销
1、全方位的推广宣传开启岛居元年····················································································20
2、岛居之悦初创品牌形象··········