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业界人士常云:“房地产市场是个冷美人”,是因其喜怒无常,大多数时候人们对如何哄她开心感到力不从心,千金难买一笑,花钱费力效果难彰不说,有时还搞不懂“她看都不看我一眼”的原因何在。然而,凤凰名都(厦门某楼盘)作为一个刚刚切入市场不久的新项目,却成功地通过申奥系列广告及形象代言组合选拔活动博得了“冷美人”的殷勤微笑。活动期间的三周内,项目认购即突破3000万元,并积累了大量有效客户,创造了厦门期房市场上的一个销售奇迹。静心分析,我们发现其成功之处在于跳出了房地产营销在传统宣传上的窠臼,不仅与社会热点紧密结合,而且还以其极富创意的手法宣传了产品本身,不着痕迹地带动了销售。
Professionals often cloud: “the real estate market is a cold beauty,” because of its moody, most of the time people are coy about how to coax her feel powerless, daughter hard to buy a smile, the effect of hard-earned costly not to mention, and sometimes do not understand “ She did not look at me ”is why. However, as a new project that has just entered the market, Phoenix Capital (a real estate project in Xiamen) successfully won the “cold beauty” attentive smile through the selection campaign of the Olympic bid series of advertisements and image endorsements. Three weeks during the event, the project subscription that exceeded 30 million yuan, and accumulated a large number of effective customers, creating a 期房 sales in Xiamen, a sales miracle. Meditative analysis, we found that its success lies in out of the traditional real estate marketing on the cards, not only closely integrated with the social hot spots, but also with its highly innovative approach to promote the product itself, without notice, led the sale.