1、本案特點及市場定位 PROJECT FEATURES AND MARKET POSITIONING一、 基本情況BACKGROUND物業(yè)名稱Name 位 置 Location 發(fā)展商Developer(s) 投資方Investor(s) ： 建筑工程設(shè)計Designer(s) ： 總承建商Contactor ： 物業(yè)類型Function 項目凈用地 ： 總建筑面積Total area ： 建筑層數(shù) Number of floors ：開工日期Date of commencement ： 竣工日期Date of completion ： 二、 本案區(qū)位特點FEATURES IN GEOGRAPH

2、ICAL LOCATION 三、 本案市場定位MARKET POSITIONING：A、 形象定位Brand Images：塑造先鋒形象Creating a pioneering image：塑造特色形象Creating an outstanding image：突出項目優(yōu)勢Highlighting the Strengthens：塑造發(fā)展商品牌形象Building up a Positive image of the developer：B、 對象定位Target CustomersC、 運作定位Operational Approach 貳、市場推廣策略 MARKETING STRATEGY

3、一、資金投入策略 STRATEGY FOR MARKETING BUDGET：二、媒體廣告計劃 MEDIA PLANNING 上述媒體投放策略之作用與目的 The objectives of the aforementioned strategy：1、 媒體有Suggested media includes： 廣告計劃 Advertising Plans：（一） 要點 Key Approaches（二）媒體選擇MEDIA CHOICES1、 報紙Newspapers： 中文報紙類Chinese Newspaper：英文報紙類English Newspaper2、 雜志Magazines：中文雜

4、志類Chinese Magazines英文雜志類English Magazines（1） 開盤Commencement of Sales：（2） 服務(wù)Services：（3） 地位Locations：6、 路牌及燈箱廣告Roadside Billboards & Light boxes。7、 其他媒體Other Media（三）公關(guān)及廣告實施流程IMPLEMENTATION PROCESS FOR PR & ADVERTISINGA、籌備階段Preparation Stage Project under Constructiona) 大型路牌廣告Large Scale Billboards 機

5、場路、項目周邊或人流集中地區(qū)b) 直投宣傳小冊子Direct Mailing Pamphletsc) 工地圍板設(shè)計及展示中心設(shè)計Planning of Show Room and Signboards at Project Sited) 宣傳海報Posterse) Logo及各平面廣告設(shè)計Graphic Designs and Logo Designsf) 發(fā)請柬及邀請信設(shè)計Designs and Distribution of Invitation Cardsg) 宣傳刊物及紀(jì)念品Promotion Brochures and Souvenirsh) 舉辦開幕典禮及新聞發(fā)布會Opening

6、Ceremony and Press Conferencei) 報章及雜志繕稿Press Releasesj) 電視宣傳片及光盤制作TV Commercial and CD-ROM Productionk) 報刊、雜志廣告Advertisement Placements in Newspapers and Magazinesl) 推介會及展銷會設(shè)計Exhibition and Project Promotion SeminarsB. 中期階段Marketing Stage Project Sales Supporta. 報刊雜志繕稿及廣告發(fā)布Press Release and Advertis

7、ing Placementb. 電視宣傳及光盤派發(fā)Broadcasts of TV Commercials and Distribution of CD-ROMc. 宣傳單張及派發(fā)Distribution of Promotion Pamphletsd. 請柬及邀請信寄發(fā)Distribution of Invitation Cardse. 租售中心及圍板建造Construction of Show Rooms and Signboards at the Project Sitef. 展覽會場制作（廣告牌及掛旗）Exhibitionsg. 國內(nèi)客戶推介會Project Promotion Sem

8、inars for Domestic clientsh. 國內(nèi)外電臺宣傳廣告發(fā)布Releases of Advertisements in Radio Stations within and outside Chinai. 國內(nèi)外報刊雜志廣告發(fā)布Releases of Advertisements in Local and International Magazinesj. 加插及更換展銷內(nèi)容Adjustments of Promotion Contents if NecessaryC后期Final Stage Prolonged Marketing Effectsa) 電視廣告TV Comm

9、ercialsb) 報刊雜志廣告（包括繕稿）Advertisements and Press Releases in Print Mediac) 宣傳推廣活動及展示會Promotion Activities and Exhibitionsd) 路牌廣告Outdoor Advertisements（四）、媒體廣告發(fā)布建議RECOMMENDED STRATEGY FOR ADVERTISING1、 軟性廣告宣傳思路Public Relations Strategies2、 海外發(fā)布Promotion in Overseas Markets 具體實施方案Execution Plan 媒體目的Obje

10、ctives of our Media Strategy 媒體策略Communications Strategy三、平面設(shè)計策劃要求 THEME OF GRAPHIC DESIGN四、NP、路牌廣告策劃要求BILLBOARD ADVERTISING AND ITS DESIGN五、營銷推廣活動計劃建議PROMOTIONAL ACTIVITIES1、 展覽會推廣活動Exhibitions & Promotions： 展覽會場地選擇考慮因素The choice of exhibition venue：2、 落實有關(guān)物業(yè)管理事宜Issues of Property Management六、企業(yè)形象宣

11、傳包裝建議PACKAGING AND BRANDING OF CORPORATE IMAGE品質(zhì)、形象的再塑工程The re-engineering of quality and image.1、 本項目營銷推廣文化理念PHILOSOPHY BEHIND THE BRAND IMAGE OF THE PROJECT 本案項目營銷推廣文化理念的建立條件Brand Building Elements of the Project：1）、開發(fā)運作觀點Brand creation through sales operations2）、突出人性化和時代感Human Touch and Contempor

12、ary Feel3）、本案項目自然條件極佳The Unique Edge of Location Advantage4）、目標(biāo)客戶群的文化需求The culture of the target segment2、本案項目營銷推廣文化的構(gòu)筑方式THE EXECUTION PROCESS OF BRAND BUILDING構(gòu)筑一Step 1：確立“本案”營銷推廣文化總精神Formulation of Brand Image構(gòu)筑二Step 2：營銷推廣文化指導(dǎo)各項工作 Projection of Brand Image via Sales and Marketing Activities構(gòu)筑三Ste

13、p 3：將用戶作為構(gòu)筑營銷文化的主體Further Development of Brand Image among the Users 叁、顧問服務(wù)項目配合明細清單 SERVICES AND SUPPORTING INFORMATION REQUIRED一、市場推廣顧問服務(wù)項目MARKETING CONSULTANCY SERVICES1、 總體形象Brand Image（1） 案名標(biāo)志（Logo）：2、 宣傳計劃Marketing Plans3、 公關(guān)項目PR Services（1） 形象公關(guān)Corporate Communications：（2） 危機管理Crises Managemen

14、t：4、 商場策劃分析建議5、 執(zhí)行監(jiān)督，質(zhì)量控制Execution Follow-up and Quality Control6、 項目跟蹤報告Project Tracking Reports 雙方前期合作的具體執(zhí)行建議First Stage Cooperation： 二、市場推廣顧問專業(yè)配合人員MARKETING PROFESSIONALS（1） 市場推廣顧問Marketing Consultant信念及格言Faith and Proverb“我們具有多年大陸房地產(chǎn)的市場推廣經(jīng)驗，了解內(nèi)地的需要，熟悉有關(guān)房地產(chǎn)項目的法規(guī)，能為客戶提供專業(yè)、有用的意見?！薄暗禺a(chǎn)發(fā)展項目內(nèi)需要面對各種服務(wù)供應(yīng)

15、商，如印刷，平面設(shè)計，室內(nèi)設(shè)計，裝璜等，我們都有豐富的組織及統(tǒng)籌經(jīng)驗對此等工作進行監(jiān)督及質(zhì)量控制。”“We have rich experiences in marketing properties in China. Our thorough understanding of the market and related legal requirements enable us to provide professional and productive advices to our clients.”“Property development projects often have to

16、deal with various kinds of suppliers such as printing, design, and interior designs. Our team has extensive experiences in managing and coordinating these different works and ensuring the quality delivered.”“成功的傳宣和市務(wù)推廣，首要能確定到目標(biāo)市場所在，并配合無限創(chuàng)意和嚴謹計劃直趨目標(biāo)。以我們的經(jīng)驗、能力和魄力，絕對能做到！”“A successful marketing plan sh

17、ould identify the right target market, be delivered under strict planning and brilliant creativity. With our experiences, expertise and passions, we can make it!”“赫杰斯多年來與香港和國內(nèi)媒體關(guān)系密切，在房地產(chǎn)項目上，我們集思廣益，向發(fā)展商提出最有效的推廣方法，爭取最有利的媒體價格，發(fā)揮傳媒的力量，為項目得到最佳效果?！薄癏ertz Media has maintained close relationship with media

18、in Hong Kong and China. We will pull together top-notch intelligence to provide the best marketing plan, the most favorable media prices, and the most forceful strategy to our property clients”“豐富的專業(yè)知識、嚴謹?shù)墓ぷ鲬B(tài)度，讓創(chuàng)新團隊各盡其才，為我們的客戶提供最優(yōu)質(zhì)的服務(wù)。” “We provide highest quality services to our clients, with our p

19、rofessional knowledge, serious attitude and best creative team.”（2） 媒體策劃主任Media Planning Directors三、其他工作配合要點SUPPORTING FUNCTIONS四、顧問服務(wù)費PRINCIPLES AND SCALE OF CONSULTANT FEES1、顧問服務(wù)期Consultancy service coverage：2、計酬原則Charging Principle： 宣傳推廣工作配合重點Execution Schedule：時間/階段Time/Phases 工作重點Items前期First S

20、tage第1-3個月First to Third Month 市場定位 Market Positioning 案名 Project Name & Logo 總體宣傳計劃 Overall Promotion Plans 總體公關(guān)計劃 Overall PR Plans 制訂預(yù)算、支出機制 Budgeting and Payment Mechanism 宣傳品制作 Production of Promotion Materials 第一期宣傳執(zhí)行 Execution of 1st Stage Promotion 公關(guān)工作開展 Commencement of PR Services 商場策劃分析建議（

21、含圖解）中期Second Stage第4-9個月Fourth to Ninth Month 公關(guān)工作 PR services 第二期宣傳執(zhí)行 Execution of Second Stage Promotion 第三期宣傳籌備與展開 Preparation of Third Stage Promotion 市場調(diào)整與研究 Market Survey and Marketing Plan Adjustments后期Third Stage第10-12個月Tenth to Twelve Month 宣傳推廣與促銷 Promotion and Sales Campaigns 公關(guān)工作 PR五、發(fā)展商

22、須提供之資料清單: 【附件一】INFORMATION TO BE PROVIDED BY DEVELOPER(ATTACHMENT 2)1) 項目中英文地址(address of the project, both in Chinese and English)2) 土地使用年期(Authorized Years of Land Use)3) 土地面積(Area of the Site)4) 土地用途(Land Use)5) 發(fā)展商(國內(nèi)公司)中英文名稱(Title of the developers local companies both in Chinese and English)6)

23、 香港代表律師樓的中英文名稱(Name of appointed attorney in Hong Kong, both in Chinese and English)7) 國內(nèi)代表律師樓的中英文名稱(Name of appointed attorney in China, both in Chinese and English)8) 建筑師的中英文名稱(Name of the architect, both in Chinese and English)9) 顧問建筑師的中英文名稱(Name of the civil consultants, both in Chinese and Engl

24、ish)10) 結(jié)構(gòu)工程師的中英文名稱(Name of the structural engineers, both in Chinese and English)11) 樓宇設(shè)備工程師的中英文名稱(Name of the building engineers, both in Chinese and English)12) 工料估算師的中英文名稱(Name of the construction appraiser, both in Chinese and English)13) 承建單位的中英文名稱(Name of the contractor, both in Chinese and E

25、nglish)14) 物業(yè)管理公司的中英文名稱(Name of the property management, both in Chinese and English)15) 中英文樓宇設(shè)計用途陳述(Statements of functions for the building, both in Chinese and English)16) 發(fā)售文件證號銷售批文副本(Copy for the Property Sales Permit)17) 總規(guī)劃圖和各功能區(qū)圖則(附可修改之電腦檔案) (Layout and design diagrams for all functional areas)18) 項目所有外觀及內(nèi)部透視圖(附可修改之電腦檔案) (All the scenograph )19) 建筑材料說明(Construction material specifications)20) 項目周邊規(guī)劃圖(附可