【正文】 1 / 71文登 XXX 市 XXXXXX 住宅小區(qū)營(yíng)銷方案（絕密） u x 銷售方案 2 / 71xxxxxx 房產(chǎn)策劃咨詢有限公司年 月 日3 / 71目 錄 一、總體方案 ..........................................................................................................................4銷售 SWOT 分析 ....................................................................................................................4（1） 、優(yōu)勢(shì)： ............................................................................................................................4（2） 、劣勢(shì)： ............................................................................................................................4（3） 、機(jī)會(huì)： ............................................................................................................................5（4） 、威脅： ............................................................................................................................5客戶定位 ..................................................................................................................................5抗性屏蔽及利益點(diǎn)訴求 ..........................................................................................................7（1） 、周邊環(huán)境、配套抗性 ....................................................................................................7（2） 、回報(bào)率抗性 ....................................................................................................................8（3） 、前期工程形象抗性 ........................................................................................................8（4） 、價(jià)格抗性 ........................................................................................................................9 價(jià)格策略 ..............................................................................................................................10（1） 、價(jià)格策略低開高走 ...................................................................................................10（2） 、價(jià)格走勢(shì)圖 ..................................................................................................................11銷控及折扣策略 ....................................................................................................................11（1）銷控策略 ........................................................................................................................11（2）折扣策略 ........................................................................................................................12 操作模式 ..............................................................................................................................13（1）外出探訪式 ....................................................................................................................13（2）銷售布點(diǎn)式 ....................................................................................................................13（3）房交會(huì)造勢(shì)式 ................................................................................................................16（4）政府協(xié)助式 ....................................................................................................................16（5）人物營(yíng)銷式 ....................................................................................................................17（6）常規(guī) SP 活動(dòng)式 .............................................................................................................17二、執(zhí)行計(jì)劃 ..................................................................................................................................18 （開盤前）銷售工作計(jì)劃表 ..................................................................................................18（1）外出派發(fā) DM 宣傳單 ...................................................................................................20（2）網(wǎng)絡(luò)式銷售 ....................................................................................................................21（3）網(wǎng)點(diǎn)式銷售 ....................................................................................................................22（4）政府協(xié)助完成目標(biāo)客戶收集 ........................................................................................22（5）常規(guī)現(xiàn)場(chǎng)客戶接待 ........................................................................................................23（6）SP 活動(dòng)促銷 ..................................................................................................................23（7）開盤典禮 ........................................................................................................................24第一階段（XXX 年月日— 年月日）細(xì)部執(zhí)行計(jì)劃 ............................................................25（1）房地產(chǎn)交易會(huì) ................................................................................................................27（2）組團(tuán)式銷售 ....................................................................................................................27（3）常規(guī)現(xiàn)場(chǎng)客戶接待 ........................................................................................................28第二階段（年月日— 年月日）細(xì)步執(zhí)行計(jì)劃 ....................................................................29（1）常規(guī)現(xiàn)場(chǎng)客戶接待 ........................................................................................................30（2）組團(tuán)式銷售 ....................................................................................................................314 / 71（3）房地產(chǎn)交易會(huì) ................................................................................................................31第三階段（年月日— 年月日）細(xì)部執(zhí)行計(jì)劃 ....................................................................32（1）規(guī)現(xiàn)場(chǎng)客戶接待 ..............................................................................