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地产广告是否能解决地产市场问题? 所谓地产市场问题,究其根结,只有两个字“销售”,前期的项目定位、产品规划、营销手段都在为销售服务,销售是地产资金链条的原动力。房地产开发入市的过程犹如一场战争,分成战策思想与战术执行两大方面,地产广告只是战术执行的一部分,为了更好的完成战术执行问题,我们首先要明确战策思想,以策略指引地产广告的方向,让广告做到有的放矢。案例一:番蜜湖水榭花都开创地产三大奇迹香蜜湖水榭花都,紧邻香蜜湖,占地近16万平方米,是深圳市中心难得一见的低密度、超大规模住宅社区。2002一经推出,即获得满堂彩,目前已成为深圳首席豪宅的代表,香蜜湖水榭花都的营销推广开创了地产三大奇迹: * 奇迹之一——“三无主义”销售:实现现场在“无销售中心”、“无样板房”、“无示范环境”的条件下,一期开盘当天即售罄的地产奇迹,130套房子共回笼资金4亿多人民币。 * 奇迹之二——结点>卖点:实现地产营销推广上“结点”大于“产品卖点”的质的突破。从策略的高度得出结点大于卖点,舍小取大,直击要害。 * 奇迹之三——地产价值定律的制定者:香
Real estate advertising is able to solve the real estate market? The so-called real estate market problems, its roots, only two words “sales”, the pre-project positioning, product planning, marketing tools are for sales and service, sales is the driving force behind real estate funds chain . Real estate development into the market process is like a war, divided into strategic thinking and tactical implementation of two aspects, real estate advertising is only part of the tactical implementation, in order to better complete the implementation of tactics, we must first clear the strategic thinking, strategic guidance real estate The direction of advertising, advertising targeted. Case 1: Peacock Lake Water Villa Huadu opened three wonders of real estate Xiangmi Lake Waterside Huadu, next to Xiangmihu, covering nearly 160,000 square meters, is the center of Shenzhen rare in the low-density, large-scale residential community. 2002 once launched, that is full of color, has now become the chief luxury mansion in Shenzhen, Xiangmihu Lake Watershed Huadu marketing has created three major real estate miracle: * One of the miracles - the “three nomadic” sales: to achieve the scene in the “ No sales center ”,“ no model room ”and“ no demonstration environment ”, a real estate miracle sold out on the opening day of the first phase and a total of 130 houses with a total circulation of over 400 million yuan. * Miracle two - node> selling point: real estate marketing to achieve “node” is greater than the “product selling point” of a qualitative breakthrough. From the tactical point of the node is greater than the selling point, take a small house, hit the key. * Miracle three - the law of the value of property developers: incense