尚美佳B&BAdvertising尚美佳B&BAdvertising1一切為提升產(chǎn)品附加值著想[宏發(fā)“雍景城”整合推廣規(guī)劃]尚美佳B&BAdvertising一切為提升產(chǎn)品附加值著想[宏發(fā)“雍景城”整合推廣規(guī)劃]尚2競爭對手分析][尚美佳B&BAdvertising競爭對手分析][尚美佳B&BAdvertising3寶利豪庭松崗項目，建筑面積20萬平方米，由小高層和高層組成，主力戶型為三房、四房，面積為130－250平方米，已于9月6日內部誠意認購，10月底正式開盤。尚美佳B&BAdvertising寶利豪庭尚美佳B&BAdvertising4麗沙花都沙井項目，一期建筑面積17萬平方米，以生態(tài)、生命、生活的結合構成市場熱點。項目由多層、高層、小高層組成，主力戶型三房、四房，面積為110－250平方米等，一期已于8月31日內部誠意認購。尚美佳B&BAdvertising麗沙花都沙井項目，一期建筑面積17萬平方米，以生態(tài)、生命、生5寶利豪庭：將居住革命進行到底麗沙花都：引領健康高尚生活推廣共性：張揚、豪氣尚美佳B&BAdvertising寶利豪庭：將居住革命進行到底麗沙花都：引領健康高尚生活推廣共6目標客戶分析][尚美佳B&BAdvertising目標客戶分析][尚美佳B&BAdvertising7市場調查結果一覽：職業(yè)人數(shù)購買力主看媒體 表現(xiàn)形式本地居民4人2人有需求電視、戶外實在的高級白領5人3人有需求報紙、現(xiàn)場有文化內涵的高級管理者3人猶豫不定報紙、現(xiàn)場有文化內涵的私營群體3人1人有需求電視實在的公務員2人0人有需求報紙有文化內涵的港人2人1人有需求報紙實在的尚美佳B&BAdvertising市場調查結果一覽：尚美佳B&BAdvertising8市調小結：主力客戶群：本地居民和高級白領客戶關注媒體：戶外、現(xiàn)場、電視廣告表現(xiàn)取向：實在又具有文化內涵尚美佳B&BAdvertising市調小結：尚美佳B&BAdvertising9項目SOWT分析][尚美佳B&BAdvertising項目SOWT分析][尚美佳B&BAdvertising10核心價值：山水園林景觀其它價值：歐洲風情小鎮(zhèn)完善的配套設施公明鎮(zhèn)中心兩大會所（免費的開放式會所和商業(yè)會所）立體安防和智能網(wǎng)絡引起興趣引發(fā)認同感尚美佳B&BAdvertising核心價值：其它價值：引起興趣引發(fā)認同感尚美佳B&BAdve11雍景城——品鑒收藏山水的家園尚美佳B&BAdvertising雍景城——品鑒收藏山水的家園尚美佳B&BAdvertisi12雍景城——歐洲小鎮(zhèn)的原版呈現(xiàn)尚美佳B&BAdvertising雍景城——歐洲小鎮(zhèn)的原版呈現(xiàn)尚美佳B&BAdvertisi13產(chǎn)品優(yōu)勢概括方式：以點帶面。山水景觀是產(chǎn)品最大亮點，是市場的突破點；其它賣點是產(chǎn)品優(yōu)勢面；是客戶的綜合參考面。尚美佳B&BAdvertising產(chǎn)品優(yōu)勢概括方式：以點帶面。尚美佳B&BAdvertisi14形象主題定位][尚美佳B&BAdvertising形象主題定位][尚美佳B&BAdvertising15雍景城是公明鎮(zhèn)的稀缺性產(chǎn)品，熱銷是肯定的，那么廣告所要承擔的任務，就是如何提升產(chǎn)品附加值。尚美佳B&BAdvertising雍景城是公明鎮(zhèn)的稀缺性產(chǎn)品，尚美佳B&BAdvertisi16附加值提升宗旨：在準確表述基礎上，加以具有文化內涵的表現(xiàn)！尚美佳B&BAdvertising附加值提升宗旨：尚美佳B&BAdvertising17區(qū)別于競爭對手，迎合于目標客戶，緊貼于項目優(yōu)勢。通過對競爭分析、客戶分析以及產(chǎn)品分析，可看出：內斂的、直白的、閑適的、時尚的訴求風格，是本案既區(qū)別于競爭對手又吻合目標客戶品味的訴求方式。尚美佳B&BAdvertising區(qū)別于競爭對手，迎合于目標客戶，緊貼于項目優(yōu)勢。通過對競爭分18內斂、直白、閑適、時尚——是我們擬定推廣主題和訴求風格的最高標準尚美佳B&BAdvertising內斂、直白、閑適、時尚——是我們擬定推廣主題和訴求風格的最高19主題方案A：山水鑒藏家尚美佳B&BAdvertising主題方案A：山水鑒藏家尚美佳B&BAdvertising20[鑒藏家]——整體優(yōu)勢面（精神屬性）[山水]——核心賣點（物理屬性）“鑒藏家”作名詞，意即“鑒賞收藏山水的行家”；作動詞，意指“可以品鑒和收藏的家園”。尚美佳B&BAdvertising[鑒藏家]——整體優(yōu)勢面（精神屬性）[山水]——核心賣點21主題方案B：擁景生活就在這尚美佳B&BAdvertising主題方案B：擁景生活就在這尚美佳B&BAdvertisin22[擁景]——內有山水庭園、歐洲小鎮(zhèn)建筑；外有紅花山公園、體育中心等城市風景線。[就在這]——本案產(chǎn)品的唯一性，語意的直白性，推廣的號召性。尚美佳B&BAdvertising[擁景]——內有山水庭園、歐洲小鎮(zhèn)建筑；外有紅花山公園、體育23建立推廣通路][尚美佳B&BAdvertising建立推廣通路][尚美佳B&BAdvertising24公明沒有強勢主流媒體，雍景城如何獲得強勢推廣？點對點滲透引發(fā)面對面溝通！小眾媒體帶動大眾媒體！尚美佳B&BAdvertising公明沒有強勢主流媒體，雍景城如何獲得強勢推廣？點對點滲透引發(fā)25小眾媒體選用：對周邊企業(yè)夾報投放周邊住宅區(qū)DM投寄；高速公路入口路牌；銀行金卡、銀卡客戶帳單背面廣告；政府刊物發(fā)布廣告或“樓書雜志”；交通臺電波廣告。尚美佳B&BAdvertising小眾媒體選用：尚美佳B&BAdvertising26現(xiàn)場形象沖擊：精選一些“珍藏版”山水照片（或圖片）裱貼于售樓現(xiàn)場及樣板房通道上。尚美佳B&BAdvertising現(xiàn)場形象沖擊：尚美佳B&BAdvertising27山水畫刊文本內容：效果圖唯美的設計表現(xiàn)，實在而富于內涵的文案訴求。形式：畫冊雜志式。尚美佳B&BAdvertising山水畫刊文本尚美佳B&BAdvertising28逸飛模特秀名犬展書法表演及書法作品贈送象棋大師輪番對擂（限10名現(xiàn)場參與）開盤活動尚美佳B&BAdvertising逸飛模特秀開盤活動尚美佳B&BAdvertising29長期型營銷活動：周末在紅花山公園舉辦娛樂性表演活動，同時穿插與觀眾互動的有獎游戲，配合宣傳單張派發(fā)。尚美佳B&BAdvertising長期型營銷活動：尚美佳B&BAdvertising30媒體種類越來越多，廣告發(fā)布量越來越大，而消費者對廣告信息的關注度越來越低，如何跨越傳播障礙，才是廣告公司最重要的責任，遠比尋找定位和表現(xiàn)來得迫切，這關系到廣告的效果和你的推廣成本。面對面式營銷，包括自創(chuàng)小眾傳媒、本文傳媒和活動傳媒，是我們操作數(shù)十個樓盤以來證明行之有效的營銷手段。尚美佳B&BAdvertising媒體種類越來越多，尚美佳B&BAdvertising31視覺語言規(guī)劃尚美佳B&BAdvertising視覺語言規(guī)劃尚美佳B&BAdvertising32尚美佳B&BAdvertising尚美佳B&BAdvertising33尚美佳B&BAdvertising尚美佳B&BAdvertising34尚美佳B&BAdvertising尚美佳B&BAdvertising35尚美佳B&BAdvertising尚美佳B&BAdvertising36尚美佳B&BAdvertising尚美佳B&BAdvertising37尚美佳B&BAdvertising尚美佳B&BAdvertising38尚美佳B&BAdvertising尚美佳B&BAdvertising39尚美佳B&BAdvertising尚美佳B&BAdvertising40尚美佳B&BAdvertising尚美佳B&BAdvertising41尚美佳B&BAdvertising尚美佳B&BAdvertising42尚美佳B&BAdvertising尚美佳B&BAdvertising43尚美佳B&BAdvertising尚美佳B&BAdvertising44尚美佳B&BAdvertising尚美佳B&BAdvertising45尚美佳B&BAdvertising尚美佳B&BAdvertising46尚美佳B&BAdvertising尚美佳B&BAdvertising47尚美佳B&BAdvertising尚美佳B&BAdvertising48尚美佳B&BAdvertising尚美佳B&BAdvertising49尚美佳B&BAdvertising尚美佳B&BAdvertising50尚美佳B&BAdvertising尚美佳B&BAdvertising51尚美佳B&BAdvertising尚美佳B&BAdvertising52尚美佳B&BAdvertising尚美佳B&BAdvertising53尚美佳B&BAdvertising尚美佳B&BAdvertising54尚美佳B&BAdvertising尚美佳B&BAdvertising55尚美佳B&BAdvertising尚美佳B&BAdvertising56尚美佳B&BAdvertising尚美佳B&BAdvertising57尚美佳B&BAdvertising尚美佳B&BAdvertising58尚美佳B&BAdvertising尚美佳B&BAdvertising59尚美佳B&BAdvertising尚美佳B&BAdvertising60尚美佳B&BAdvertising尚美佳B&BAdvertising61尚美佳B&BAdvertising尚美佳B&BAdvertising62尚美佳B&BAdvertising尚美佳B&BAdvertising63尚美佳B&BAdvertising尚美佳B&BAdvertising64尚美佳B&BAdvertising尚美佳B&BAdvertising65尚美佳B&BAdvertising尚美佳B&BAdvertising66尚美佳B&BAdvertising尚美佳B&BAdvertising67尚美佳B&BAdvertising尚美佳B&BAdvertising68尚美佳B&BAdvertising尚美佳B&BAdvertising69尚美佳B&BAdvertising尚美佳B&BAdvertising70尚美佳B&BAdvertising尚美佳B&BAdvertising71尚美佳B&BAdvertising尚美佳B&BAdvertising72尚美佳B&BAdvertising尚美佳B&BAdvertising73尚美佳B&BAdvertising尚美佳B&BAdvertising74尚美佳B&BAdvertising尚美佳B&BAdvertising75尚美佳B&BAdvertising尚美佳B&BAdvertising76尚美佳B&BAdvertising尚美佳B&BAdvertising77尚美佳B&BAdvertising尚美佳B&BAdvertising78尚美佳B&BAdvertising尚美佳B&BAdvertising79尚美佳B&BAdvertising尚美佳B&BAdvertising80尚美佳B&BAdvertising尚美佳B&BAdvertising81尚美佳B&BAdvertising尚美佳B&BAdvertising82尚美佳B&BAdvertising尚美佳B&BAdvertising83尚美佳B&BAdvertising尚美佳B&BAdvertising84尚美佳B&BAdvertising尚美佳B&BAdvertising85尚美佳B&BAdvertising尚美佳B&BAdvertising86尚美佳B&BAdvertising尚美佳B&BAdvertising87尚美佳B&BAdvertising尚美佳B&BAdvertising88尚美佳B&BAdvertising尚美佳B&BAdvertising89尚美佳B&BAdvertising尚美佳B&BAdvertising90尚美佳B&BAdvertising尚美佳B&BAdvertising91尚美佳B&BAdvertising尚美佳B&BAdvertising92尚美佳B&BAdvertising尚美佳B&BAdvertising93尚美佳B&BAdvertising尚美佳B&BAdvertising94尚美佳B&BAdvertising尚美佳B&BAdvertising95尚美佳B&BAdvertising尚美佳B&BAdvertising96尚美佳B&BAdvertising尚美佳B&BAdvertising97尚美佳B&BAdvertising尚美佳B&BAdvertising98尚美佳B&BAdvertising尚美佳B&BAdvertising99尚美佳B&BAdvertising尚美佳B&BAdvertising100尚美佳B&BAdvertising尚美佳B&BAdvertising101尚美佳B&BAdvertising尚美佳B&BAdvertising102尚美佳B&BAdvertising尚美佳B&BAdvertising103尚美佳B&BAdvertising尚美佳B&BAdvertising104尚美佳B&BAdvertising尚美佳B&BAdvertising105尚美佳B&BAdvertising尚美佳B&BAdvertising106尚美佳B&BAdvertising尚美佳B&BAdvertising107尚美佳B&BAdvertising尚美佳B&BAdvertising108尚美佳B&BAdvertising尚美佳B&BAdvertising109尚美佳B&BAdvertising尚美佳B&BAdvertising110THEENDTHANKS尚美佳B&BAdvertisingTHEEND尚美佳B&BAdvertising111尚美佳B&BAdvertising尚美佳B&BAdvertising112一切為提升產(chǎn)品附加值著想[宏發(fā)“雍景城”整合推廣規(guī)劃]尚美佳B&BAdvertising一切為提升產(chǎn)品附加值著想[宏發(fā)“雍景城”整合推廣規(guī)劃]尚113競爭對手分析][尚美佳B&BAdvertising競爭對手分析][尚美佳B&BAdvertising114寶利豪庭松崗項目，建筑面積20萬平方米，由小高層和高層組成，主力戶型為三房、四房，面積為130－250平方米，已于9月6日內部誠意認購，10月底正式開盤。尚美佳B&BAdvertising寶利豪庭尚美佳B&BAdvertising115麗沙花都沙井項目，一期建筑面積17萬平方米，以生態(tài)、生命、生活的結合構成市場熱點。項目由多層、高層、小高層組成，主力戶型三房、四房，面積為110－250平方米等，一期已于8月31日內部誠意認購。尚美佳B&BAdvertising麗沙花都沙井項目，一期建筑面積17萬平方米，以生態(tài)、生命、生116寶利豪庭：將居住革命進行到底麗沙花都：引領健康高尚生活推廣共性：張揚、豪氣尚美佳B&BAdvertising寶利豪庭：將居住革命進行到底麗沙花都：引領健康高尚生活推廣共117目標客戶分析][尚美佳B&BAdvertising目標客戶分析][尚美佳B&BAdvertising118市場調查結果一覽：職業(yè)人數(shù)購買力主看媒體 表現(xiàn)形式本地居民4人2人有需求電視、戶外實在的高級白領5人3人有需求報紙、現(xiàn)場有文化內涵的高級管理者3人猶豫不定報紙、現(xiàn)場有文化內涵的私營群體3人1人有需求電視實在的公務員2人0人有需求報紙有文化內涵的港人2人1人有需求報紙實在的尚美佳B&BAdvertising市場調查結果一覽：尚美佳B&BAdvertising119市調小結：主力客戶群：本地居民和高級白領客戶關注媒體：戶外、現(xiàn)場、電視廣告表現(xiàn)取向：實在又具有文化內涵尚美佳B&BAdvertising市調小結：尚美佳B&BAdvertising120項目SOWT分析][尚美佳B&BAdvertising項目SOWT分析][尚美佳B&BAdvertising121核心價值：山水園林景觀其它價值：歐洲風情小鎮(zhèn)完善的配套設施公明鎮(zhèn)中心兩大會所（免費的開放式會所和商業(yè)會所）立體安防和智能網(wǎng)絡引起興趣引發(fā)認同感尚美佳B&BAdvertising核心價值：其它價值：引起興趣引發(fā)認同感尚美佳B&BAdve122雍景城——品鑒收藏山水的家園尚美佳B&BAdvertising雍景城——品鑒收藏山水的家園尚美佳B&BAdvertisi123雍景城——歐洲小鎮(zhèn)的原版呈現(xiàn)尚美佳B&BAdvertising雍景城——歐洲小鎮(zhèn)的原版呈現(xiàn)尚美佳B&BAdvertisi124產(chǎn)品優(yōu)勢概括方式：以點帶面。山水景觀是產(chǎn)品最大亮點，是市場的突破點；其它賣點是產(chǎn)品優(yōu)勢面；是客戶的綜合參考面。尚美佳B&BAdvertising產(chǎn)品優(yōu)勢概括方式：以點帶面。尚美佳B&BAdvertisi125形象主題定位][尚美佳B&BAdvertising形象主題定位][尚美佳B&BAdvertising126雍景城是公明鎮(zhèn)的稀缺性產(chǎn)品，熱銷是肯定的，那么廣告所要承擔的任務，就是如何提升產(chǎn)品附加值。尚美佳B&BAdvertising雍景城是公明鎮(zhèn)的稀缺性產(chǎn)品，尚美佳B&BAdvertisi127附加值提升宗旨：在準確表述基礎上，加以具有文化內涵的表現(xiàn)！尚美佳B&BAdvertising附加值提升宗旨：尚美佳B&BAdvertising128區(qū)別于競爭對手，迎合于目標客戶，緊貼于項目優(yōu)勢。通過對競爭分析、客戶分析以及產(chǎn)品分析，可看出：內斂的、直白的、閑適的、時尚的訴求風格，是本案既區(qū)別于競爭對手又吻合目標客戶品味的訴求方式。尚美佳B&BAdvertising區(qū)別于競爭對手，迎合于目標客戶，緊貼于項目優(yōu)勢。通過對競爭分129內斂、直白、閑適、時尚——是我們擬定推廣主題和訴求風格的最高標準尚美佳B&BAdvertising內斂、直白、閑適、時尚——是我們擬定推廣主題和訴求風格的最高130主題方案A：山水鑒藏家尚美佳B&BAdvertising主題方案A：山水鑒藏家尚美佳B&BAdvertising131[鑒藏家]——整體優(yōu)勢面（精神屬性）[山水]——核心賣點（物理屬性）“鑒藏家”作名詞，意即“鑒賞收藏山水的行家”；作動詞，意指“可以品鑒和收藏的家園”。尚美佳B&BAdvertising[鑒藏家]——整體優(yōu)勢面（精神屬性）[山水]——核心賣點132主題方案B：擁景生活就在這尚美佳B&BAdvertising主題方案B：擁景生活就在這尚美佳B&BAdvertisin133[擁景]——內有山水庭園、歐洲小鎮(zhèn)建筑；外有紅花山公園、體育中心等城市風景線。[就在這]——本案產(chǎn)品的唯一性，語意的直白性，推廣的號召性。尚美佳B&BAdvertising[擁景]——內有山水庭園、歐洲小鎮(zhèn)建筑；外有紅花山公園、體育134建立推廣通路][尚美佳B&BAdvertising建立推廣通路][尚美佳B&BAdvertising135公明沒有強勢主流媒體，雍景城如何獲得強勢推廣？點對點滲透引發(fā)面對面溝通！小眾媒體帶動大眾媒體！尚美佳B&BAdvertising公明沒有強勢主流媒體，雍景城如何獲得強勢推廣？點對點滲透引發(fā)136小眾媒體選用：對周邊企業(yè)夾報投放周邊住宅區(qū)DM投寄；高速公路入口路牌；銀行金卡、銀卡客戶帳單背面廣告；政府刊物發(fā)布廣告或“樓書雜志”；交通臺電波廣告。尚美佳B&BAdvertising小眾媒體選用：尚美佳B&BAdvertising137現(xiàn)場形象沖擊：精選一些“珍藏版”山水照片（或圖片）裱貼于售樓現(xiàn)場及樣板房通道上。尚美佳B&BAdvertising現(xiàn)場形象沖擊：尚美佳B&BAdvertising138山水畫刊文本內容：效果圖唯美的設計表現(xiàn)，實在而富于內涵的文案訴求。形式：畫冊雜志式。尚美佳B&BAdvertising山水畫刊文本尚美佳B&BAdvertising139逸飛模特秀名犬展書法表演及書法作品贈送象棋大師輪番對擂（限10名現(xiàn)場參與）開盤活動尚美佳B&BAdvertising逸飛模特秀開盤活動尚美佳B&BAdvertising140長期型營銷活動：周末在紅花山公園舉辦娛樂性表演活動，同時穿插與觀眾互動的有獎游戲，配合宣傳單張派發(fā)。尚美佳B&BAdvertising長期型營銷活動：尚美佳B&BAdvertising141媒體種類越來越多，廣告發(fā)布量越來越大，而消費者對廣告信息的關注度越來越低，如何跨越傳播障礙，才是廣告公司最重要的責任，遠比尋找定位和表現(xiàn)來得迫切，這關系到廣告的效果和你的推廣成本。面對面式營銷，包括自創(chuàng)小眾傳媒、本文傳媒和活動傳媒，是我們操作數(shù)十個樓盤以來證明行之有效的營銷手段。尚美佳B&BAdvertising媒體種類越來越多，尚美佳B&BAdvertising142視覺語言規(guī)劃尚美佳B&BAdvertising視覺語言規(guī)劃尚美佳B&BAdvertising143尚美佳B&BAdvertising尚美佳B&BAdvertising144尚美佳B&BAdvertising尚美佳B&BAdvertising145尚美佳B&BAdvertising尚美佳B&BAdvertising146尚美佳B&BAdvertising尚美佳B&BAdvertising147尚美佳B&BAdvertising尚美佳B&BAdvertising148尚美佳B&BAdvertising尚美佳B&BAdvertising149尚美佳B&BAdvertising尚美佳B&BAdvertising150尚美佳B&BAdvertising尚美佳B&BAdvertising151尚美佳B&BAdvertising尚美佳B&BAdvertising152尚美佳B&BAdvertising尚美佳B&BAdvertising153尚美佳B&BAdvertising尚美佳B&BAdvertising154尚美佳B&BAdvertising尚美佳B&BAdvertising155尚美佳B&BAdvertising尚美佳B&BAdvertising156尚美佳B&BAdvertising尚美佳B&BAdvertising157尚美佳B&BAdvertising尚美佳B&BAdvertising158尚美佳B&BAdvertising尚美佳B&BAdvertising159尚美佳B&BAdvertising尚美佳B&BAdvertising160尚美佳B&BAdvertising尚美佳B&BAdvertising161尚美佳B&BAdvertising尚美佳B&BAdvertising162尚美佳B&BAdvertising尚美佳B&BAdvertising163尚美佳B&BAdvertising尚美佳B&BAdvertising164尚美佳B&BAdvertising尚美佳B&BAdvertising165尚美佳B&BAdvertising尚美佳B&BAdvertising166尚美佳B&BAdvertising尚美佳B&BAdvertising167尚美佳B&BAdvertising尚美佳B&BAdvertising168尚美佳B&BAdvertising尚美佳B&BAdvertising169尚美佳B&BAdvertising尚美佳B&BAdvertising170尚美佳B&BAdvertising尚美佳B&BAdvertising171尚美佳B&BAdvertising尚美佳B&BAdvertising172尚美佳B&BAdvertising尚美佳B&BAdvertising173尚美佳B&BAdvertising尚美佳B&BAdvertising174尚美佳B&BAdvertising尚美佳B&BAdvertising175尚美佳B&BAdvertising尚美佳B&BAdvertising176尚美佳B&BAdvertising尚美佳B&BAdvertising177尚美佳B&BAdvertising尚美佳B&BAdvertising178尚美佳B&BAdvertising尚美佳B&BAdvertising179尚美佳B&BAdvertising尚美佳B&BAdvertising180尚美佳B&BAdvertising尚美佳B&BAdvertising181尚美佳B&BAdvertising尚美佳B&BAdvertising182尚美佳B&BAdvertising尚美佳B&BAdvertising183尚美佳B&BAdvertising尚美佳B&BAdvertising184尚美佳B&BAdvertising尚美佳B&BAdvertising185尚美佳B&BAdvertising尚美佳B&BAdvertising186尚美佳B&BAdvertising尚美佳B&BAdvertising187尚美佳B&BAdvertising尚美佳B&BAdvertising188尚美佳B&BAdvertising尚美佳B&BAdvertising189尚美佳B&BAdvertising尚美佳B&BAdvertising190尚美佳B&BAdvertising尚美佳B&BAdv