西安恒天城营销策略总在纲.ppt

恒天城 2012 年营销策略总纲谨呈:陕西恒天置业发展有限公司 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 一一项目目标二二本体分析三三战略方向四四本体机会五五整体定位六六营销策略七七执行安排报告结构 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 销售目标—— 2012 年全年销售约 16 万㎡,销售金额约 12 亿价格目标: —— 2012 年全年实现均价 7500 元/平方品牌目标: ——树立开发商品牌形象项目目标 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 以稳健的开发策略实现利润的最大化,同时将项目打造成为西安的明星项目,建立市场口碑 1 1 最优利润,保证连续顺畅开发和快速稳定回款最优利润,保证连续顺畅开发和快速稳定回款 2 2 以高品质产品,树立开发商口碑,打造城西标杆以高品质产品,树立开发商口碑,打造城西标杆世联解读: Ⅰ价格低开高走,顺利入市Ⅱ整体销售速度超越市场平台,根据开发顺序快速推售Ⅲ充分挖掘物业价值,最终实现溢价目标理解 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 困境:整体区域房地产市场疲软,发展较慢,客户感知度低Ⅰ如何在短时间内炒热市场,引发市场高度关注? Ⅰ如何在短时间内炒热市场,引发市场高度关注? Ⅲ如何提高区域客户对产品的心理价位? Ⅲ如何提高区域客户对产品的心理价位? Ⅱ怎样保证充足的来电来访量,实现短期内大规模蓄客、快销? Ⅱ怎样保证充足的来电来访量,实现短期内大规模蓄客、快销? 目标下的问题 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 一一项目目标二二本体分析三三战略方向四四本体机会五五整体定位六六营销策略七七执行安排 Evaluation only. Evaluation only. Created with Client Profile . Created with Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Copyright 2004-2011 Aspose Pty Ltd. 本项目位于老城区西北方,城