【正文】 .................................................................................................... 33 （三）銷售形式 ................................................................................................................. 34 （四）促銷手段 ................................................................................................................. 34 二、營銷計(jì)劃 ........................................................................................................................... 36 （一）營銷渠道選擇 .......................................................................................................... 36 （二）營銷計(jì)劃安排 .......................................................................................................... 37 三、場(chǎng)地布置 ........................................................................................................................... 37 （一）展銷會(huì)的布置 .......................................................................................................... 37 （二）工地現(xiàn)場(chǎng)的布置 ...................................................................................................... 38 第六部分 銷售管理 ......................................................................................................................... 39 一、銷售員禮儀與形象 ............................................................................................................. 39 （一）儀表與裝束 ............................................................................................................. 39 （二）語言的使用 ............................................................................................................. 40 “在水一方”營銷全程策劃 共 52 頁 3 （三）禮貌與規(guī)矩 ............................................................................................................. 41 二、業(yè)務(wù)要求 ........................................................................................................................... 41 （一）現(xiàn)場(chǎng)接待 ................................................................................................................. 41 （二）電話接待 ................................................................................................................. 43 （三）談判 ........................................................................................................................ 44 （四）客戶追蹤 ................................................................................................................. 45 （五）簽約 ........................................................................................................................ 46 第七部分 物業(yè)管理方案 .................................................................................................................. 49 一、物業(yè)管理的前期介入 .......................................................................................................... 49 二、管理費(fèi)的確定 .................................................................................................................... 49 三、具體對(duì)本小區(qū)物業(yè)管理的要求 ............................................................................................ 49 第八部分 總結(jié) ................................................................................................................................ 51 一、結(jié)論 .................................................................................................................................. 51 二、有關(guān)說明和建議 ................................................................................................................. 51 參考資料 ......................................................................................................................................... 52 附錄一：英文資料 ................................................................................................. 錯(cuò)誤 !未定義書簽。 附錄二：中文翻譯資料 .......................................................................................... 錯(cuò)誤 !未定義書簽。 致 謝 ................................................................................................................. 錯(cuò)誤 !未定義書簽。 “在水一方”營銷全程策劃 共 52 頁 4 “在水一方”營銷全程策劃 摘 要 “在水一方” 項(xiàng)目位于沈陽市渾南新區(qū)長(zhǎng)青南街 43 號(hào)，由沈陽榮天房地產(chǎn)發(fā)展有限公司開發(fā)。項(xiàng)目園區(qū) 面積 20 萬平方米，總建筑面積 45 萬平方米。 本文通過對(duì)沈陽房地產(chǎn)市場(chǎng)宏觀和微觀兩個(gè)方面進(jìn)行調(diào)查，并結(jié)合樓盤的環(huán)境分析、對(duì)樓盤的市場(chǎng)定位，分別從價(jià)格策略、營銷方案、銷售管理、物業(yè)管理四個(gè)方面進(jìn)行詳細(xì)闡述，從而得出“在水一方”樓盤的營銷全程策劃。文章通過對(duì)周圍樓盤的研究分析，制訂出由多種定價(jià)方法結(jié)合的價(jià)格策略。營銷方案部分從賣點(diǎn)策劃和營銷計(jì)劃兩大方面進(jìn)行了闡述。如何贏得顧客是營銷是否成功的關(guān)鍵，而營銷技術(shù)則是“如何贏得顧客”的技術(shù)，本文在銷售管理方面制定了一套對(duì)銷售人員禮儀形象及業(yè)務(wù)流程的要求，以提高其銷售技術(shù) 。相對(duì)上述三個(gè)部分，雖然物業(yè)管理方案部分的闡述較為簡(jiǎn)略，但該部分在本文同樣不可缺少。 本策劃是秉著謹(jǐn)慎和負(fù)責(zé)的態(tài)度，在現(xiàn)有的資料上進(jìn)行調(diào)整分析的。鑒于目前房地產(chǎn)市場(chǎng)的客觀條件及實(shí)際情況，該營銷策劃并不一定是最理想的。如果條件允許，還應(yīng)根據(jù)實(shí)際情況修改，從而使“在水一方”達(dá)到更高的經(jīng)濟(jì)效益。 關(guān)鍵詞：市場(chǎng)研究 市場(chǎng)定位 價(jià)格策略 營銷策略 “在水一方”營銷全程策劃 共 52 頁 5 Abstract The Zai Shui Yi Fang locates at the south of Changqing street in the Hunnan of Shenyang, it developments of Rongtian Real Estate Development Limited Company of Shenyang. The item of area is 200,000 square meter and the total of building area is 450,000 square meter. I have researched the real estate market of Shenyang with macroscopic environment and tiny view environment. With the environment analysis of item and marketing positioning, the text relates the pricing strategy, the marketing strategy, the sale manages and the real property management. And make a marketing of Zai ShuI Yi Fang with the whole plans. To analyze to the research of the surroundings real estate, the text have established the various of price strategy by bination all of prices method The part of marketing strategy relates the sell to order and the marketing of plan. How to win the customer i