水云间房产广告推广策划案.doc

actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building undern, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
       2、私营企业主
       特点：经济实力雄厚，购买能力强，讲排场，有商务接待要求，对市场有敏锐的感觉。
       广告心理利用：项目对此类客户能“三满足”：满足讲排场需求；满足商务接待；有一定投资回报，满足对市场的把握。
       3、集团买家
       特点：经济效益较好，对人才能下大力气培养和保护，重视企业文化建设。
       广告心理利用：此项目可用于职工度假和高层干部培训，并可显示企业实力，还可有一定投资收益。
     　4、香港客户
      特点：在深港来往较多，有两地间的商务活动，喜爱滨海风情。
    　广告心理利用：在港的一般投资即可拥有此处高尚滨海物业，能休闲渡假；能安置老人及特殊安排；能服务于商业活动；有一定投资回报。
       小结：
       目标客户共性：拥有较好的物质和精神财富，具备了追求更高生活品味的条件。
       差异性：分布地域较广，“锁定”难度较大，在媒介策略部分要充分考虑到这一因素。
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--  三、 广告诉求重点
     　本项目有较多卖点：海景、片区旅游资源、休闲度假生活、70年产权、独特户型等。但本项目不同于完全意义上的酒店，也不是传统的居家。所以在广告诉求重点上不能按常规做法。
       广告诉求重点，应是最能打动买家的东西。
       经过分析，我们认为广告诉求重点宜为：
       1、黄金海岸无敌海景
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare,