城市島居灣岸筑品鴻瑞熙龍灣整合營銷推廣籌劃案2欲知花島處，水上覓紅云。奉和虢州劉給事使君三堂新題?二十一詠·花島?前言隔著寬闊的江水，無法看清花島的真面目，只是隱約可見遠方似有一片紅色的云彩，那就是花島的具體位置。遠望如紅云，那么近處其花之繁盛可以想見：沐浴清晨的陽光、輕盈悠閑的白鷺、波光粼粼的河面、郁郁蔥蔥的河岸，還有那連接城市的橋廊……“熙〞在漢語詞典中意為“振興、光明〞，“熙龍灣〞顧名思義即巨龍騰飛。鴻瑞熙龍灣位于中江大道中斷西側，緊鄰蕪湖市一中新校區(qū)，蕪湖市首座“城市濕地公園〞緊靠工程北側，在鴻瑞熙龍灣可以將波光粼粼的湖面盡收眼底，更能體會落霞與孤鶩齊飛的迷人意境……熙龍灣三面臨水，天然島嶼，原生湖景與人工湖景相輔相稱，全面呈現(xiàn)“城市島居、灣岸筑品〞的高尚生活模式。水景地產(chǎn),特色別墅,宜居生態(tài)地產(chǎn)工程緊鄰三千多畝的濕地公園，具有優(yōu)質自然生態(tài)水景，將帶給江城人民高端的原生態(tài)濕地生活方式。在市場調查分析根底上，我們把熙龍灣天然賦予的島嶼附上“優(yōu)雅、浪漫、閑適、唯美〞的島居理念，將城市高知階層的需求用島居的方式演繹，實現(xiàn)建筑、環(huán)境與人居的和諧統(tǒng)一。注重培養(yǎng)消費者“島居價值觀〞，用新居住生活方式的居住理念，通過事件營銷〔島居文化研討會等〕和體驗式營銷〔樣板房〕，與最有價值的消費者保持長期的緊密聯(lián)系，樹立熙龍灣新生活、高品質的品牌形象。本籌劃案以整合營銷為策略重點，讓客戶盡可能的了解鴻瑞·熙龍灣，充分詮釋、解讀工程的價值，促進產(chǎn)品銷售；極大提高鴻瑞·熙龍灣商品的知名度和認知度。加強社會公眾對鴻瑞房產(chǎn)和熙龍灣品牌的印象，提高企業(yè)的美譽度，樹立企業(yè)良好的形象。3第一章背景梳理1、熙龍灣三面環(huán)水的優(yōu)質環(huán)境資源···················································································72、區(qū)域內樓盤集中上市競爭劇烈·······················································································83、目標客群鎖定穩(wěn)定資產(chǎn)層································································································94、SWOT分析·······················································································································10第二章悅居：推廣策略1、全面打造城市島居概念·····································································································112、“以我為主〞的競爭策略······································································································143、雙線并行的傳播總策略······································································································154、以事件營銷為主的區(qū)域營銷戰(zhàn)略····················································································165、先聲奪人的營銷推廣步驟······························································································176、小眾制勝群眾為輔的媒介推廣戰(zhàn)略··················································································18第三章悅動：活動營銷1、全方位的推廣宣傳開啟島居元年····················································································202、島居之悅初創(chuàng)品牌形象··································································································243、心悅之享打造品牌意境···································································································27第四章悅品：視覺表現(xiàn)1、厚重沉穩(wěn)的logo設計········································································································282、各媒體設計表現(xiàn)··················································································································293、應用系統(tǒng)表現(xiàn)······················································································································30第五章營銷費用總預算總營銷運算····························································································································32目錄4表一提綱摘要·································································································································6表二樓盤戶型·································································································································7表三競爭對手·································································································································8表四城市島居概念表·····················································································································11表五雙線并行策略·······················································································································15表六廣告推廣體系·······················································································································15表七

工作安排表··························································································································26表八媒介安排表····························································································································27表九總營銷費用····························································································································30圖表目錄圖一熙龍灣規(guī)劃圖····································································································6圖二熙龍灣區(qū)域圖·······································································································6圖三社會結構體系模擬圖···

·······················································································8圖四桃花島示意圖······································································································11圖五優(yōu)雅島居示意圖···································································································11圖六熙龍灣半島示意圖································································································14圖七四面環(huán)水示意圖·································································································14圖八熙龍灣推盤圖··········································································································17圖九主持人效果圖·····································································································17圖十熙龍灣導游車示意圖····························································································19圖十一熙龍灣停車指引員示意圖·······················································································19圖十二熙龍灣迎賓員示意圖·······························································································19圖十三熙龍灣生態(tài)示意圖①·······························································································22圖十四熙龍灣生態(tài)示意圖②······························································································22圖十五熙龍灣報廣圖······································································································29圖十六熙龍灣高炮圖①·····································································································29圖十七熙龍灣高炮圖②·····································································································29圖十八熙龍灣戶外大牌圖···································································································29圖十九熙龍灣路牌廣告圖··································································································30圖二十熙龍灣網(wǎng)絡廣告圖···································································································30圖二十一熙龍灣延展-售樓部······························································································30圖二十二熙龍灣延展-手提袋圖····························································································30圖二十三熙龍灣延展-售樓部圖····························································································31圖二十四熙龍灣延展-書圖···································································································31圖二十五熙龍灣延展-小區(qū)標志牌圖······················································································31圖二十六熙龍灣延展-小區(qū)圖·································································································3156認識自我明確目標制定策略采取行動形象包裝視覺表現(xiàn)目標市場傳播策略執(zhí)行方案傳播目標產(chǎn)品梳理產(chǎn)品概念目標人群競爭策略推廣方案表工作執(zhí)行表推廣策略產(chǎn)品符號市場導入建議形成推廣體系營銷策略logo現(xiàn)場包裝廣告例如提綱摘要表一提綱摘要表7圖一熙龍灣規(guī)劃圖圖二熙龍灣區(qū)域圖1、熙龍灣三面環(huán)水的優(yōu)質環(huán)境資源

未來居住中心如今地塊周邊有東部星城、東方紅郡、大觀花園等目在建、在售，根據(jù)國土資源局土地出讓方案顯示，未來，城東將是蕪湖的土地出讓主力區(qū)塊，是未來的住中心。產(chǎn)品類型：高層、排屋、花園洋房主力戶型：120平米以下，別墅216-336平米?？倯魯?shù)：704戶第一章背景梳理表二樓盤戶型表82、區(qū)域內樓盤集中上市競爭劇烈未來一年中，城東新區(qū)潛在供給量較大，將會集中上市亮相，這種競爭態(tài)勢也為本案提出了操作要求：必須走一條“和而不同〞的推廣路線?！昂通暭磻{借眾多工程的紛紛亮相，一同制造區(qū)域地塊的利好聲勢?！安煌暤氖?，必須強調工程自身的特點和品牌優(yōu)勢，而防止單純的低層面產(chǎn)品價格競爭。表三競爭對手分析表93、目標客群鎖定穩(wěn)定資產(chǎn)層財富頂層穩(wěn)定資產(chǎn)層富裕市民階層市民階層赤貧階層

圖三社會結構體系模擬圖本案的產(chǎn)品價值與特征直接決定了目標客群的階層取向。他們來自于社會經(jīng)濟體系中接近層峰的局部〔也有局部客戶來自新資產(chǎn)層〕。在積累財富的過程中，他們已經(jīng)進入到財富的穩(wěn)定期或擁有穩(wěn)定的財富收入，故經(jīng)濟體系又將其稱為：穩(wěn)定資產(chǎn)層。他們心目中的天堂前三位的是“風光宜人的夏威夷〞、“優(yōu)雅的巴黎〞、“閑適的威尼斯〞，可以發(fā)現(xiàn)購房者對自己獨特的見解，他們有品味，對閑適、優(yōu)雅、環(huán)境優(yōu)美的生活青睞有加。他們看重的生活要素主要是健康、自然、有品位和典雅、寧靜。10

4、SWOT分析111、全面打造城市島居概念城市公園島居第二章悅居：推廣策略鴻瑞熙龍灣緊鄰濕地公園，水域面積大、生態(tài)資源良好，是個鳥語花香的好地方，而且它到蕪湖市政府只有1.3公里，到未來的城東CBD只有1公里，這里是獨一無二的！緊鄰中央公園和沿湖生態(tài)濕地，全面打造的高端住宅工程。依托產(chǎn)品和景觀資源，改變游戲規(guī)那么，高調營銷，打造新的生活方式，重新制定區(qū)域居住價值屬性，強化區(qū)；對全市營銷，制定自身價值體系，讓熙龍灣的入市驚艷蕪湖，領袖城東。表四城市島居概念表12島：四面環(huán)水的小塊陸地成為島嶼。其中面積較大的稱為島，如我國的臺灣島；面積特別小的稱為嶼，如廈門對岸的鼓浪嶼。聚焦在一起的島嶼稱為群島，如我國的舟山群島。而按弧線排列的群島又稱島弧，如日本群島、千鳥群島等。三面臨水，一面和陸地相連的稱半島，如阿拉伯半島。島居：自古為中外高人雅士所喜愛。島居豪宅，更是有價無市。?福布斯?雜志評出“全美十大頂級豪宅〞中，有3座坐落于半島——紐約半島。全球目前最流行的購房活動——買島。許多人無法在現(xiàn)實生活中實現(xiàn)，但也不阻礙他們對島居的虛擬設想，最著名的島主——癡情而又飄逸的桃花島主黃藥師黃東邪。島居，一直是人們的終極置業(yè)夢想。圖四桃花島示意圖圖五優(yōu)雅島居示意圖13半島四面環(huán)水，名曰島現(xiàn)在熙龍灣可以實現(xiàn)你的島居夢想“智者樂水，仁者樂山〞，親水、親地，是人與生俱來的特質。人們都希望能在自然流動的水邊滋養(yǎng)智慧，過濾心靈。城市規(guī)劃的半島區(qū)域及工程規(guī)劃設計的島居理念，讓熙龍灣擁有了得天獨厚的自然資源環(huán)境。蕪湖島居規(guī)劃熙龍灣的島居規(guī)劃理念根據(jù)?蕪湖市城東新區(qū)規(guī)劃圖?，放開局面，從整個區(qū)域圖來看，熙龍灣所處的區(qū)域三面臨水，名副其實的是一個半島。熙龍灣創(chuàng)造獨立的小島，讓居住環(huán)境更高品質，更優(yōu)雅，更生態(tài)。湖畔半島。引入水系，讓更多的地塊變成半島式，豐富景觀，優(yōu)化環(huán)境。圖六熙龍灣島居示意圖圖七四面環(huán)水示意圖142、競爭戰(zhàn)略15形象推廣熙龍灣的高端形象賣點介紹感性訴求話題炒作島居的居住方式理念導入理性訴求3、雙線并行的傳播總策略針對工程的特殊性，確定本案雙線并行的推廣策略，即明線、暗線結合，同時進行廣告投入和事件、活動營銷，以求到達最正確的傳播效果。表五雙線并行策略表廣告投放事件/活動預告活動提供內容消費者獲知致電售樓人員

售樓處/會所/樣板區(qū)產(chǎn)生興趣直接前往在會所/現(xiàn)場舉行購買產(chǎn)品口碑傳播購后傳播充分認知新客戶新客戶致電或前往售樓處新客戶參與下一輪活動產(chǎn)生興趣表六廣告推廣體系16所謂事件營銷，是指企業(yè)通過籌劃、組織和利用具有新聞價值、社會影響以及名人效應的人物或事件，吸引媒體、社會團體和消費者的興趣與關注，以求提高企業(yè)或產(chǎn)品的知名度、美譽度，樹立良好品牌形象，并最終促成產(chǎn)品或效勞的銷售的手段和方式。成功的事件營銷，關鍵在于影響力及表達工程的價值點，即在一個集中的節(jié)點，將制造和傳播事件的影響力，引起各行業(yè)各精英對本工程的關注。4、以事件營銷為主的區(qū)域營銷戰(zhàn)略事件一：?熙龍灣島居體驗酒會暨新品發(fā)布會?事件背景：工程開盤事件內容：熙龍灣產(chǎn)品發(fā)布及簽約酒會。事件對象：通過熙龍灣邀請登記客戶。事件的目的和出發(fā)點：通過設置高端傳播議題，到達內部傳播渠道和外部傳播渠道的深度整合，最終將開盤事件〔或成功開盤的信息〕水到渠成地公之于眾，形成極其有利于擴大工程影響力的連鎖效應?；顒拥攸c：熙龍灣會所事件二：?蕪湖城東開展規(guī)劃&島居文化研討會&大型論壇?事件背景：工程知名度建立事件內容：蕪湖城東開展規(guī)劃，詳細解讀程度的開展規(guī)劃、濕地公園、未來前景等事件對象：通過蕪湖政府部門、蕪湖知名人士、蕪湖重量級人物的討論及演繹。事件的目的和出發(fā)點：通過邀請名人，吸引關注；通過政府部門及官員詳細對城東區(qū)域的詳細解讀以及報紙、電視等媒體的跟蹤報道，形成極其有利于擴大工程影響力的連鎖效應?；顒拥攸c：熙龍灣會所175、先聲奪人的營銷推廣步驟一部具有精彩開頭的電影，才能讓消費者更有信心和激情期待整部電影；熙龍灣，牽手魯豫有約節(jié)目、著名影星葛優(yōu)先生，助力鴻瑞強勢發(fā)聲，講述國際濕地生態(tài)生活的故事和理想，樹立起工程高端、生態(tài)的生態(tài)住區(qū)形象；同時先期推售占據(jù)最正確景觀、最正確區(qū)位的排屋房源的房源，一炮打響，在社會上形成良好的口碑，提升了熙龍灣的社會形象及樓盤知名度，在短時間內夯實公認蕪湖地位。圖八熙龍灣推盤圖工程前期形象高調啟動；現(xiàn)場高端明星陣容，葛優(yōu)的良好形象代言，樹立起工程高端、生態(tài)的住區(qū)形象；邀請蕪湖政界領導，現(xiàn)場進行濕地公園的未來規(guī)劃展望，塑造工程未來區(qū)域的價值，擴大市場影響力；鳳凰衛(wèi)視主持人-陳魯豫：知名度高，既是嘉賓又是主持人，攜手葛優(yōu)，鴻瑞熙龍灣講述一個關于濕地生態(tài)的故事。圖九主持人效果圖186、小眾制勝群眾為輔的媒介推廣策略針對性小眾媒體選擇建議高端的客戶，就是一個目標客戶的圈子。針對這個圈子，有針對性的投放廣告。媒體選擇:DM,小冊DM投放形式：以實名制的形式，直接將工程小冊寄送于目標客戶。小冊投放形式：與銀行、高端車行合作，資源共享，將小冊直接置放在銀行、高端車行中，或通過各公司以會刊等形式寄送于客戶群手中。同時小冊以故事表達的方式把工程細節(jié)娓娓道來，從而使目標群體對工程產(chǎn)生價值感。產(chǎn)品營銷推廣中的要點：細節(jié)展現(xiàn)產(chǎn)品品質：置業(yè)參謀最具競爭力的解說、極致的銷售效勞體系、高品質的氣氛營造置業(yè)參謀解說：關于產(chǎn)品競爭力，置業(yè)參謀的解說好壞直接決定客戶心目中的價值排序。本工程的島居生活但凡，凸顯工程高端價值的方式就是通過銷售與客戶接觸時生動的一對一的解說?！皪u居生活目前在全世界也只有少數(shù)人能享受的島，而且是都是國際最頂尖的認識，蕪湖真正的島居生活也就是我們工程。〞諸如此類的針對細節(jié)的說辭將貫穿講解始終，客戶從沒有接受過如此生動的解說，怎能不被打動？銷售效勞體系：將效勞做到極致，脫離市場的同質化競爭，舒心的客戶體驗成為客戶購置的核心因素。在競爭劇烈的蕪湖城東市場，擁有多個為人認可樓盤，在品質、規(guī)劃、產(chǎn)品等多個方面各樓盤均處于同質化競爭態(tài)勢中；在這樣的背景下，極致的銷售效勞體系將是工程脫穎而出的關鍵。其銷售效勞體系貫穿客戶購房流程的每一個細節(jié)環(huán)節(jié)，客戶也親身體會到在此購日后會享受到的效勞，這種效勞成為客戶購置該工程的重要因素；氣氛營造：在銷售的過程中，現(xiàn)場氣氛對購房者有著極大的影響。需要有與之匹配的品牌的氣質支持，使其為工程形象的樹立提供形象支持，使消費者有一個可感可知的銷售現(xiàn)場。19配備高檔看房車，增加工程的品質感及尊貴感。停車指引員，佩帶耳

麥，引導客戶停車同

時通知售樓處準備迎

接貴賓。管家式迎賓，在售樓處門口安排獨立的迎賓或規(guī)定銷售人員在門口迎接。圖十熙龍灣導游車示意圖圖十一熙龍灣停車指引員示意圖圖十二熙龍灣迎賓員示意圖氣氛營造201、全方位的推廣宣傳開啟島居元年階段主題：開啟城市公園島居元年階段任務：強勢出擊市場，以核心利益點直接吸引市場的關注認同，產(chǎn)生偏好度，快速積累意向客戶；期間包含展示中心以及房交會等一系列活動持續(xù)打擊市場，配合群眾渠道的全方位的推廣宣傳，高調揭幕工程的第一戰(zhàn)。階段重點：售樓部開放、房交會媒介選擇：報紙廣告產(chǎn)品出發(fā)，區(qū)域覆蓋，擴大知名度。戶外廣告圍繞產(chǎn)品核心賣點及開盤信息釋放，積累客戶。網(wǎng)絡廣告產(chǎn)品賣點傳播，開盤信息釋放，積累客戶。電臺廣告擴大知名度，直接產(chǎn)品賣點傳播。DM直投綜合工程賣點，大面積投放，積累客戶。短信綜合活動及開盤預告，區(qū)域性短信投放。第三章悅動：活動營銷標題：開啟城市公園島居元年隨文：從夏威夷到巴厘島，從馬爾代夫到馬洛卡，島居，成為城市最奢華的藏品。