1、長(zhǎng)沙陽(yáng)光100武廣國(guó)際項(xiàng)目整合推廣策劃方案XX年_達(dá)觀機(jī)構(gòu)本項(xiàng)目如何超越陽(yáng)光100國(guó)際新城？ how this item beyond the sun 100 international Metro?如何使本項(xiàng)目成為陽(yáng)光100在湖南的頂峰之作？How to make this project a sunny 100 at the peak of Hunan for?本項(xiàng)目立于武廣新城，如何超越武廣新城？The item in an arms-Metro, and how to transcend Guang Wu Metro?本項(xiàng)目必須著眼區(qū)域整合的宏觀概念進(jìn)行思考，價(jià)值才能最大化。This

2、item is necessary to focus the concept of regional integration to reflect on the macro value can be maximized.這不是關(guān)于地產(chǎn)的命題，而是關(guān)乎城市未來(lái)的命題。This is not on the property of the proposition, but relates to the topic of thefuture city.整合推廣市場(chǎng)分析新城分析客戶群分析項(xiàng)目分析媒介建議平面表現(xiàn)競(jìng)爭(zhēng)分析本 案 構(gòu) 成The composition of the case一路高歌 隱憂初現(xiàn)

3、一路高歌 隱憂初現(xiàn)All the way sang worry FADER購(gòu)買群體全省化：益、常、岳、邵等市都有較大數(shù)量的“入長(zhǎng)”群體；購(gòu)買群體全國(guó)化：廣、深、京、滬、浙返鄉(xiāng)購(gòu)買及投資購(gòu)買明顯增加；整合銷售策略不能僅限于長(zhǎng)沙市Integrated marketing strategy must not be limited to Changsha City開(kāi)發(fā)商全國(guó)化：廣、深、京、浙、港開(kāi)發(fā)商集體涌入，長(zhǎng)沙已成必爭(zhēng)之地理念全國(guó)化：開(kāi)發(fā)理念、樓盤(pán)品質(zhì)將在未來(lái)一到兩年得到很大提升Brand, quality higher level of competition will soon become

4、the mainstream品牌、品質(zhì)更高層面的競(jìng)爭(zhēng)即將成為主流從香港新世界、新鴻基、長(zhǎng)江地產(chǎn)；到深圳萬(wàn)科、天健、沙河；到北京融科智地、MOMA，到杭州綠城、郡原，到國(guó)家級(jí)巨頭中糧、中信、中鐵，搶灘長(zhǎng)沙，到三角洲地王拍出，長(zhǎng)沙樓價(jià)漲聲一片，漲幅驚人；房交會(huì)之前長(zhǎng)沙樓市像一頭脫韁的公牛，狂奔而去Prior to the intersection, Changsha, as a property market was seen moving toward the Bulls, running away但是，長(zhǎng)沙樓市并沒(méi)有“乘勝追機(jī)”，反而出現(xiàn)調(diào)整跡象，銷售速度有所回落，潛在客戶積累低于預(yù)期，狂奔的

5、公牛開(kāi)始稍顯放慢腳步！However, the property market did not Changsha, Cheng-Sheng recover the plane, but signs of a correction, Sales somewhat lower speed, lower-than-expected accumulation of potential customers, running the Bulls started rather slow down!宏觀調(diào)控的風(fēng)險(xiǎn)顯著增加，銀行加快收緊放貸、提高首付，尤其限價(jià)房政策正在醞釀出臺(tái)明年開(kāi)盤(pán)銷售的項(xiàng)目，極有可能遭遇較

6、強(qiáng)政策風(fēng)險(xiǎn)！從大勢(shì)來(lái)說(shuō)，牛市仍將繼續(xù)，但牛市程度將有小范圍調(diào)整，關(guān)鍵是政策風(fēng)險(xiǎn)，不得不防 從宏觀角度看武廣新城From a macro point of view-wide Metro樞紐重地 城市未來(lái) 樞紐重地 城市未來(lái)A purpose in the future hub city1、武廣新城是基于武廣高鐵及其火車站的衍生品，可以說(shuō)是“武廣高鐵拉來(lái)的新城” 2、武廣新城是武廣、滬昆高鐵的動(dòng)脈中軸；3、軌道交通2號(hào)線和3號(hào)線將直達(dá)本區(qū)域1, is based on the Wuhan-Guangzhou Metro-wide railway station of the high-speed

7、 railway and its derivatives, can be described as high-arms to pull the Metro Rail 2, Wu is widely Metro-wide, the Shanghai high-speed railway artery Queensland central axis; 3, Mass Transit Line 2 and Line 3 will be direct access to the region4、總用地面積約29平方公里。5、區(qū)域產(chǎn)業(yè)定位為現(xiàn)代服務(wù)業(yè)、商業(yè)、居住 6、政府定位：“中南地區(qū)區(qū)域鐵路客運(yùn)中心

8、和具有商務(wù)功能的交通樞紐型城市副中心”7、是城市東大門(mén)、形象窗口，向國(guó)內(nèi)外客人展示著城市新形象。 4, with a total land area of about 29 square kilometers. 5, regional industrial location for the modern service industry, business, residence 6, the position of government: Indochina region regional rail passenger business center and a transportation

9、hub function of Vice City Center 7, the Town East door image, domestic and foreign guests to display their city a new image.武廣 新城南北、東西的交通樞紐North-south, east-west transport hub武廣 新城是融城的極核The city is extremely nuclear melt武廣 新城是中部崛起的發(fā)動(dòng)機(jī)The engine is of central China武廣 新城是泛珠三角整合的催化劑The Pan-Pearl River

10、Delta integration is the catalyst武廣 新城是長(zhǎng)沙東大門(mén)，形象窗口Changsha is the east entrance, image武廣 新城是城市動(dòng)力，經(jīng)濟(jì)引擎Urban driving force, economic engine武廣高鐵，將再造長(zhǎng)沙，將助推長(zhǎng)沙邁向全國(guó)，為長(zhǎng)沙發(fā)展提速，為城市升級(jí)提供動(dòng)力，它將加快三地融城步伐，促使中部崛起，并使長(zhǎng)沙成為泛珠三角的城市生力軍它將像歐洲之星高速列車、新干線高速列車一樣 給一個(gè)城市帶來(lái)極大的發(fā)展機(jī)遇，并改變、引導(dǎo)一個(gè)城市的未來(lái)It will star as the European high-speed t

11、rain, the Shinkansen high-speed train, a city to bring great opportunities for development and change, a city guide for the future!可以 / 看到 / 長(zhǎng)沙的 / 未 來(lái)從這里seen the future of Changsha武廣 新城代言城市未來(lái)Speak for future cities 從微觀角度（純地產(chǎn)角度）看武廣新城At the micro-perspective (pure real estate perspective) - Metro-see八

12、星閃耀 武廣猶勝 八星閃耀 武廣猶勝Eight Pearl, better-wuguang city高新科技、大學(xué)校區(qū)遠(yuǎn)期預(yù)留融城旅游商貿(mào)核心區(qū)機(jī)械、食品產(chǎn)業(yè)國(guó)家開(kāi)發(fā)區(qū)物流產(chǎn)業(yè)武廣新城建設(shè)區(qū)高技術(shù)產(chǎn)業(yè)區(qū)在以上八區(qū)中，其它區(qū)都沒(méi)有明顯的熱點(diǎn)支撐， 融城雖是熱點(diǎn)，但概念太泛，內(nèi)容很虛，并不實(shí)在； More than seven in the district, other areas are not obvious hot spots support, Although it is hot melt City, but the concept is too vague content is tru

13、e, not really;惟有武廣新城，隨著武廣高鐵及車站的建設(shè)、竣工、通車，它的一舉一動(dòng)，在未來(lái)兩年內(nèi)都將是長(zhǎng)沙的高度熱點(diǎn)，甚至是全國(guó)新聞媒體的焦點(diǎn)！相較其它七星，武廣新城的效應(yīng)將會(huì)被持續(xù)放大，對(duì)新城地產(chǎn)的發(fā)展有實(shí)質(zhì)的、即時(shí)的、看得見(jiàn)的促動(dòng)和拉升！Only Metro-wide, with arms wide of the high-speed railway and station construction, completion, commissioning, its every move in the next two years Changsha will all is the h

14、igh degree of hot, and even the national news media is the focus! Compared to the other six stars, the Wuhan-Guangzhou Metro validity Should amplification will be sustained, Metro real estate development, the immediate, visible and promote the push!武廣新城理應(yīng)成為長(zhǎng)沙未來(lái)兩到三年最大地產(chǎn)熱點(diǎn)，與即將動(dòng)工建設(shè)的兩館一廳遙相呼應(yīng)，成為湖南最閃亮的地產(chǎn)明

15、星！Wu Guang Metro should become Changsha next two to three years the largest real estate hot spots, and will soon begin construction of two museums A Chamber distance to become the brightest real estate Hunan focus!城市驕傲 國(guó)際印象 城市驕傲 國(guó)際印象City pride international impression項(xiàng)目總用地約800畝，容積率2.5，總建筑面積130萬(wàn)平方米，物

16、 業(yè)形態(tài)分為住宅、公寓、商業(yè)、高端寫(xiě)字樓；一期占地面積180畝，建筑面積30萬(wàn)平米，以小高層板樓住宅(11 層）及高層塔樓住宅（18層、24層）為主；本案計(jì)劃2007年12月份開(kāi)工，2008年10月一期開(kāi)盤(pán)。 現(xiàn)代化、國(guó)際化、特色鮮明的建筑風(fēng)格本項(xiàng)目是陽(yáng)光100在國(guó)際新城之上的超越之作，占據(jù)比國(guó)際新城更有發(fā)展?jié)摿Φ男鲁前鍓K，大師創(chuàng)作，品牌開(kāi)發(fā)商，本項(xiàng)目必將成為陽(yáng)光100又一經(jīng)典之作，星城地產(chǎn)的驕傲！This item is sunshine 100 in the international transcendence on the Metro for, Metro occupy more th

17、an international development potential of the Metro board, master of creation, brand developers, This item will become the Sunshine 100 another for classics,星城property pride!本項(xiàng)目的視野不應(yīng)該局限于長(zhǎng)沙，應(yīng)該放大放大再放大，它應(yīng)該是長(zhǎng)沙走向全國(guó)、走向國(guó)際化的代表性縮影，它代表長(zhǎng)沙的大門(mén)，代表長(zhǎng)沙的面子，是長(zhǎng)沙向國(guó)際展示自己的窗口！The vision of this project should not be confin

18、ed to Changsha, should further enlarge Large Large, It should be Changsha to the country, heading for the worlds representative microcosm, it represents the door to Changsha, Representatives of Changshas face, Changsha to the international showcase their window!項(xiàng)目?jī)?yōu)勢(shì)國(guó)際大師創(chuàng)作良好的空間布局現(xiàn)代國(guó)際化的生活方式國(guó)際化的品質(zhì)陽(yáng)光100

19、品牌開(kāi)發(fā)商武廣新城發(fā)展趨勢(shì) 國(guó)際理念園林設(shè)計(jì)國(guó)際化的建筑風(fēng)格武廣新城誰(shuí)是本項(xiàng)目 的核心價(jià)值國(guó)際化的生活方式產(chǎn)品本身Who is the core value of the item武廣高速 或 武廣新城他們是本項(xiàng)目最有力的價(jià)值支撐，也是立項(xiàng)基礎(chǔ)所在，但它并非本項(xiàng)目的核心價(jià)值所在，尤其是武廣高速，他所帶來(lái)的噪音、嘈雜、混亂、人流，甚至成為該區(qū)域的短板所在！陽(yáng)光100的產(chǎn)品以特色鮮明著稱，現(xiàn)代國(guó)際的風(fēng)格，風(fēng)靡全國(guó)，聚合了眾多“粉絲”，品質(zhì)、園林在業(yè)界都有口皆碑，但是，產(chǎn)品本身僅是價(jià)值支撐點(diǎn)，并非項(xiàng)目核心價(jià)值，項(xiàng)目核心價(jià)值必定是價(jià)值支撐之上的高度提煉！產(chǎn)品 本身國(guó)際化的生活方式陽(yáng)光100本身就是國(guó)際

20、化生活的代名詞，建筑、產(chǎn)品、園林都是國(guó)際化的；住在陽(yáng)光100，享受國(guó)際化生活！武廣新城是一個(gè)面向國(guó)際化的新城板塊，它也長(zhǎng)沙走向國(guó)際化背景下的精神產(chǎn)物。國(guó)際的武廣新城國(guó)際化的生活方式國(guó)際化的產(chǎn)品International lifestyleInternational arms-MetroThe internationalization of products兩大價(jià)值支撐價(jià)值之上的生活本項(xiàng)目的核心特征：現(xiàn)代的、國(guó)際的、未來(lái)的The core features of the project: a modern, international, the future!如何與國(guó)際湘拉開(kāi)距離，如何與陽(yáng)光10

21、0國(guó)際新城拉開(kāi)距離，是整合推廣必須解決的問(wèn)題。Issues本項(xiàng)目是面向全城的地產(chǎn)名盤(pán)，可比項(xiàng)目不能局限于東城區(qū)域This item is for the whole city of disk real estate, the project can not be limited to the Lower East Side of comparable regional, And look at the whole city, the item can pose a competitive market, a disk,而應(yīng)放眼全城，能給本項(xiàng)目構(gòu)成競(jìng)爭(zhēng)的大盤(pán)、名盤(pán)城市中等收入人士體育新城規(guī)模最大

22、的高 尚住區(qū)、現(xiàn)代化特征明顯核心價(jià)值A(chǔ)/茂華國(guó)際湘/目標(biāo)人群在售產(chǎn)品產(chǎn)品定位定制上層社會(huì)板式小高層城市中等收入人士大型城市綜合體核心價(jià)值B/新城新世界/目標(biāo)人群在售產(chǎn)品產(chǎn)品定位新世界 新生活高層投資客、大中型企業(yè)主、 市區(qū)新貴群集開(kāi)發(fā)商品牌優(yōu)勢(shì)丶便捷交通優(yōu)勢(shì)丶核心區(qū)位優(yōu)勢(shì)丶超大規(guī)模優(yōu)勢(shì)丶政策扶植優(yōu)勢(shì)丶產(chǎn)品領(lǐng)先優(yōu)勢(shì)等于一身核心價(jià)值C/中信新城/目標(biāo)人群 在售產(chǎn)品產(chǎn)品定位萬(wàn)象都會(huì) 魅力之城住宅、寫(xiě)字樓、商業(yè)等綜合體D/山語(yǔ)城/核心價(jià)值目標(biāo)人群在售產(chǎn)品廣告語(yǔ)有深度的淺山作品小高層、洋房鵝羊山、秀峰山兩座淺山公園景觀優(yōu)勢(shì)青年才俊，有品位之士與可項(xiàng)目比較，本項(xiàng)目的母品牌陽(yáng)光100的優(yōu)勢(shì)非常明顯，國(guó)際化的

23、現(xiàn)代建筑風(fēng)格也將獨(dú)樹(shù)一幟，與可比項(xiàng)目形成明顯區(qū)隔！我們需要強(qiáng)化本項(xiàng)目的獨(dú)有特色，在市場(chǎng)形成鮮明的特色與記憶點(diǎn)！Items can be compared with that of the parent brand of the item sunshine 100 advantages It is very obvious that the international style of modern architecture will also be unique, with a clear segmentation comparable item! We need to strengthen

24、the unique characteristics of the item in the market develop distinctive characteristics and memory point!同時(shí)，需要在形象上更高一籌，塑造本目武廣新城代言者的姿態(tài)！At the same time, the need for more advanced image, the shape of the head Metro-wide speak for the attitude!嗨，精英HI ELITE國(guó)際化、現(xiàn)代化、時(shí)尚建筑風(fēng)格一個(gè)面向未來(lái)的長(zhǎng)沙新城一個(gè)具有國(guó)際化眼界的品牌開(kāi)發(fā)商陽(yáng)光100

25、營(yíng)造面向未來(lái)、面向國(guó)際的生活方式Create a future-oriented, international lifestyle-orientedA vision of the international brand developers - sunshine 100International, modern, fashion able architectural styleA future-oriented Changsha Metro這就是精英的生活This is the elite of life他們擁有智慧與見(jiàn)識(shí)，不求奢華耀眼，但求寧?kù)o優(yōu)雅。城市精英作為一座城市的靈魂，通過(guò)自己的努力

26、取得了顯著的成果，從某種意義上來(lái)說(shuō)，他們是城市的代言人，是城市的中堅(jiān)，本項(xiàng)目無(wú)疑成為了城市精英群體的一個(gè)典型匯集。精英含義What is elite1、醫(yī)生、律師2、IT、地產(chǎn)界3、高級(jí)公務(wù)員4、傳媒及文藝精英5、IT及科技精英6、其它行業(yè)佼佼者他們可能從事下面的工作湖南省各市縣進(jìn)城精英項(xiàng)目目標(biāo)客戶來(lái)自廣、深返鄉(xiāng)購(gòu)房精英或投資客成功商人、私營(yíng)企業(yè)精英長(zhǎng)沙市政府官員優(yōu)雅、品位、知性、格調(diào)、情趣Elegant, grade, intellectual, style, taste優(yōu)雅、品位、知性、格調(diào)、情趣Elegant, grade, intellectual, style, taste愛(ài)家愛(ài)生活

27、Elegant, grade, intellectual, style, taste強(qiáng)勢(shì)占位 以勢(shì)造城 強(qiáng)勢(shì)占位 以勢(shì)造城Occupying a strong potential to create CityONE / 案名重新思考In a rethink暫定名：陽(yáng)光100 武廣國(guó)際建議更改案名，使其更有高度，更具延伸空間The proposed changes to the name, make it more height and more extended space更改名：更改名：案名更加大氣，更具高度，具有非常好的延伸空間和想象空間，并與陽(yáng)光100國(guó)際新城良好的延續(xù)，又有變化In a

28、 more atmospheric, more height, a very good extension of space and roomfor imagination國(guó)際上東更改名：次推陽(yáng)光100 TWO / 項(xiàng)目定位Project Location屬性定位：武廣新城130萬(wàn)平米國(guó)際生活港Wu Guang Metro 1.3 million square meters of international life of Hong Kong概念定位：湖湘首席COPAST國(guó)際運(yùn)營(yíng)體Concept Location: COPAST Huxiang chief of international o

29、perations形象定位：武廣新城130萬(wàn)平米COPAST國(guó)際運(yùn)營(yíng)體Wu Guang Metro 1.3 million square meters of international operations COPAST集中心地段（Center）、商務(wù)辦公（Office）、生態(tài)園林（Park）、商務(wù)住宅（Apartment）、休閑購(gòu)物（Shopping）、鐵路（Tree）6項(xiàng)優(yōu)勢(shì)資源為一體，COPAST國(guó)際運(yùn)營(yíng)體意指面向國(guó)際化的，能夠?qū)δ骋粎^(qū)域的發(fā)展和擴(kuò)展產(chǎn)生積極作用的大型、綜合性的地產(chǎn)項(xiàng)目。它是一個(gè)“動(dòng)”的概念，可以在既有基礎(chǔ)上，利用其獨(dú)特的影響力，吸收、接納周邊項(xiàng)目，進(jìn)行延伸和擴(kuò)張。特殊建

30、議建造典型雕塑，像國(guó)際新城紅柱子一樣，成為項(xiàng)目標(biāo)志，也可成為整合推廣的元素。Construction typical sculpture, like the International Red Metro pole, a project signs, can also become integrated promotional element.項(xiàng)目前期概念定位：長(zhǎng)沙東大門(mén)Here is the door to international-oriented Changsha, the door is imageOur position: east entrance Changsha這里是長(zhǎng)沙面向

31、國(guó)際的大門(mén)，也是形象的大門(mén)建議做一個(gè)類似于門(mén)的雕塑凱旋門(mén)Doors make a proposal similar to the sculpture!俗稱新凱旋門(mén)，既有成功之意；這是巴黎新城拉德芳斯區(qū)的標(biāo)志性建筑，與本項(xiàng)目區(qū)域特征高度相符；這是門(mén)的造型，完美的體現(xiàn)了項(xiàng)目定位；與國(guó)際新城的紅柱子既相呼應(yīng)，又有所區(qū)別。THREE / 項(xiàng)目廣告語(yǔ)Project Location運(yùn)營(yíng) 城市未來(lái)廣告語(yǔ)：Operating urban future釋義：運(yùn)營(yíng)：a、指開(kāi)發(fā)商運(yùn)營(yíng)城市的高度 b、指本項(xiàng)目有強(qiáng)大的影響力，能持續(xù)帶動(dòng)區(qū)域的發(fā)展 c、運(yùn)營(yíng)和武廣高鐵、機(jī)場(chǎng)高速、鐵軌保持高度一致，后者 的交通運(yùn)輸，也是

32、對(duì)一個(gè)城市的運(yùn)營(yíng)城市未來(lái)：武廣新城是長(zhǎng)沙的未來(lái)，是長(zhǎng)沙走向國(guó)際化、融城、 中部崛起的關(guān)鍵節(jié)點(diǎn)備 選Speak for future cities 代言城市未來(lái)The creation of the international imagination創(chuàng)造國(guó)際想象力Speak for future cities 為長(zhǎng)沙的國(guó)際化加速FOUR / 階段性廣告推廣Advertising stage道術(shù)結(jié)合 成就標(biāo)桿預(yù)計(jì)明年10.1開(kāi)盤(pán)，實(shí)際節(jié)點(diǎn)以最后確定為主階段性劃分及推廣主題準(zhǔn)備期亮相期蓄客期開(kāi)售期強(qiáng)銷期新產(chǎn)品推出07/1208/408/5-708/8-9 08/1208/10-112009策略物料準(zhǔn)

33、備房交會(huì)項(xiàng)目亮相，開(kāi)始蓄客繼續(xù)消化前期產(chǎn)品，適時(shí)促銷策略新品推出，前期產(chǎn)品消化正式蓄客期，擴(kuò)大項(xiàng)目知名度影響力正式開(kāi)始銷售，項(xiàng)目進(jìn)入爆發(fā)階段階段目的：僅做前期策略及物料準(zhǔn)備工作主要工作：操作思路確定、完成標(biāo)志設(shè)計(jì)、基本VI設(shè)計(jì)、 售樓總包裝設(shè)計(jì)、宣傳展板設(shè)計(jì)等其它物料建 議：蓄勢(shì)待發(fā)，不打無(wú)準(zhǔn)備之戰(zhàn)第一階段/準(zhǔn)備期07年12月08年/4月Stage Objective: only strategies and materials to make early preparations Major work: Operating ideas set the completion of logo d

34、esign, basic VI design, Sales of packaging design, publicity and other materials designed display panels Recommendations: ready to take action, not to fight a war without preparation第二階段/亮相期08年5月08年/7月Stage Objective: Spring Trade Fair by high-profile intervention to enhance project visibility The p

35、romotion theme: Set of 20 years for Dacheng Carriers create a new era of Changsha city The means or methods: 1, low-key advertising 2, the high-profile events marketing; Major work: Spring Trade Fair venue design and related materials with階段目的：借春交會(huì)高調(diào)入市，提升項(xiàng)目知名度推廣主題：集二十年大成之作 開(kāi)創(chuàng)長(zhǎng)沙運(yùn)營(yíng)新時(shí)代采用的手段或手法：1、低調(diào)的廣告宣

36、傳 2、高調(diào)的事件營(yíng)銷； 主要工作：春交會(huì)場(chǎng)館設(shè)計(jì)及相關(guān)物料配合即在項(xiàng)目售樓部?jī)?nèi)、春交會(huì)現(xiàn)場(chǎng)展出武廣新城的規(guī)劃效果圖、大型沙盤(pán)、文字介紹，配合軟文，既是公益事件，也是宣傳項(xiàng)目絕佳機(jī)會(huì)。Sales in the project that is within the Department, Spring Rendezvous at the scene Metro-wide effect of the planning maps, large sand tat, text with soft propaganda is not only act responsibly, this project i

37、s an excellent publicity opportunity.活動(dòng)策略武廣新城規(guī)劃展Wu Guang Metro Planning Exhibition第三階段/蓄客期08年5月08年/7月階段目的：低調(diào)宣傳，提升項(xiàng)目知名度和影響力推廣主題：運(yùn)營(yíng)城市未來(lái)采用的手段或手法：1、低調(diào)的廣告宣傳主要工作：相關(guān)軟文及報(bào)稿設(shè)計(jì)Stage Objective: low-key publicity, upgrading project visibility and influence Promoting the theme: Business urban future The means or

38、methods: 1, low-key advertising 2, the high-profile events marketing; Major work: Related Soft reportedly is responsible for the design and text展示陽(yáng)光100品牌實(shí)力，在全國(guó)各地開(kāi)發(fā)項(xiàng)目展覽，有文字，有模型，有圖片，也是3D宣傳片Sunshine 100 brand strength displayed in the exhibition development projects throughout the country, text, models

39、, photographs, is also 3-D films活動(dòng)策略陽(yáng)光100成就展Sunshine 100 Exhibition第四階段/銷售期08年10月08年/11月階段目的：高調(diào)宣傳，高調(diào)開(kāi)盤(pán)，促進(jìn)銷售推廣主題：無(wú)限接近 城市未來(lái)采用的手段或手法：1、高調(diào)的廣告宣傳 2、事件營(yíng)銷主要工作：相關(guān)軟文及報(bào)稿設(shè)計(jì)Stage Objective: high-profile publicity, high-profile opening to promote sales The promotion theme: almost unlimited future cities The means

40、 or methods: 1, the high-profile advertising 2, Event Marketing Major work: Related Soft reportedly is responsible for the design and text即邀請(qǐng)建筑設(shè)計(jì)師、園林規(guī)劃師、及著名評(píng)論家王受之，前者闡述建筑之靈魂，中者闡述園林之人性化，后者論述何為城市新精英！That is invited architects, landscape planners, and well-known critic of the Wang, the former described

41、the construction of the soul, those described in the garden of humanity, the latter on what the new city elite!活動(dòng)策略大師論道Master On Road(王受之：著名評(píng)論家，著有HI 精英一書(shū))第五階段/強(qiáng)銷期08年12月09年階段目的：繼續(xù)強(qiáng)勢(shì)宣傳，促進(jìn)銷售推廣主題：銷售大捷，產(chǎn)品加推采用的手段或手法：1、高調(diào)的廣告宣傳 2、情感式營(yíng)銷主要工作：相關(guān)報(bào)稿及軟文設(shè)計(jì)Stage Objective: to continue strong advocacy to promote sal

42、es Promoting the theme: Sale major victory, and, more products The means or methods: 1, the high-profile advertising 2, emotion-Marketing Major work: Related to the draft text and soft design第六階段/新品推出2009階段目的：視情況新品推出，消化余貨采用的手段或手法：1、情感式營(yíng)銷 2、促銷策略主要工作：相關(guān)報(bào)稿及軟文設(shè)計(jì)Stage Objective: To introduce new products, as appropriate, to digest more than goods The means or methods: 1, emotion-marketing 2, promotion strategy Major work: Related to the draft text and soft designFIVE / 媒介策略Media Strategy媒介參照：消費(fèi)者獲取房地產(chǎn)信息渠道具體媒介包括短信瀟湘晨報(bào)長(zhǎng)沙晚報(bào)尊 品報(bào)紙單張戶外網(wǎng)絡(luò)：0731雜志新城市樓書(shū)Specific media, including自有媒體建議：本項(xiàng)目屬大盤(pán)、名