【正文】 值得信賴(lài)的合作伙伴 4 4. 形象包裝策略 ........................................................................................................................................................................................ 21 . 銷(xiāo)售現(xiàn)場(chǎng)形象包裝 ........................................................................................................................................................................ 21 . 宣傳物料形象包裝 ........................................................................................................................................................................ 22 . 銷(xiāo)售物料形象包裝 ........................................................................................................................................................................ 24 5. 營(yíng)銷(xiāo)活動(dòng)策略 ........................................................................................................................................................................................ 24 . 營(yíng)銷(xiāo)活動(dòng)計(jì)劃思路 ........................................................................................................................................................................ 25 . 營(yíng)銷(xiāo)活動(dòng)的階段計(jì)劃 .................................................................................................................................................................... 26 6. 價(jià)格與促銷(xiāo)策略 .................................................................................................................................................................................... 27 . 價(jià)格定位策略 ................................................................................................................................................................................ 27 . 價(jià)格表制定與銷(xiāo)售控制 ................................................................................................................................................................ 27 7. 實(shí)施計(jì)劃與費(fèi)用預(yù)算 ............................................................................................................................................................................ 27 . 工作時(shí)間表 .................................................................................................................................................................................... 27 . 營(yíng)銷(xiāo)費(fèi)用預(yù)估及總體安排 ............................................................................................................................................................ 28 8. 現(xiàn)場(chǎng)管理 ................................................................................................................................................................................................ 30 . 銷(xiāo)售人員組織與培訓(xùn) .................................................................................................................................................................... 30 . 銷(xiāo)售人員配置 ................................................................................................................................................................................ 30 海悅二期項(xiàng)目公寓銷(xiāo)售執(zhí)行報(bào)告 德思勤置業(yè) 值得信賴(lài)的合作伙伴 5 . 銷(xiāo)售反饋與控制 ............................................................................................................................................................................ 31 后記 ..................................................................................................................................................................................................................... 31 海悅二期項(xiàng)目公寓銷(xiāo)售執(zhí)行報(bào)告 德思勤置業(yè) 值得信賴(lài)的合作伙伴 6 1. 營(yíng)銷(xiāo)策略與目標(biāo) 針對(duì)目前項(xiàng)目客戶(hù)上門(mén)量不足，客戶(hù)對(duì)本項(xiàng)目的認(rèn)知渠道有限等 情況， 依托于項(xiàng)目的核心優(yōu)勢(shì)區(qū)位優(yōu)勢(shì)和 項(xiàng)目 優(yōu)勢(shì)，及對(duì)寮步房地產(chǎn)市場(chǎng)的發(fā)展?fàn)顩r的把握 ，在此基礎(chǔ)上制定適合本項(xiàng)目的營(yíng)銷(xiāo)策略，樹(shù)立項(xiàng)目在競(jìng)爭(zhēng)市場(chǎng)上的寮步首席大型人文社區(qū)和最具升值潛力的 物業(yè)形象。目前競(jìng)爭(zhēng)樓盤(pán)的銷(xiāo)售率新天地華庭三期 90％，時(shí)富花園 95％，中惠麗陽(yáng)時(shí)代100％，碧水天源公寓 100％、洋房剛開(kāi)盤(pán)，項(xiàng)目旁邊的三正世紀(jì)豪門(mén) 別墅 項(xiàng)目已經(jīng)開(kāi)始建設(shè)， 美麗 365 和目前尚處于前期籌建階段。 海悅二期項(xiàng)目公寓銷(xiāo)售執(zhí)行報(bào)告 德思勤置業(yè) 值得信賴(lài)的合作伙伴 10 f. 銷(xiāo)售時(shí)間示意圖 年份 (2020) 年份 (2020) 月份 10 11 12 1 2 3 4 5 6 . 營(yíng)銷(xiāo)總綱 為了實(shí)現(xiàn)整體營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)與戰(zhàn)略方 針，有計(jì)劃、有步驟地確定各階段的戰(zhàn)略重點(diǎn)，銷(xiāo)售關(guān)鍵節(jié)點(diǎn)與重點(diǎn)工作內(nèi)容，更好地進(jìn)行項(xiàng)目營(yíng)銷(xiāo)戰(zhàn)略的總體控制，我們制定項(xiàng)目的營(yíng)銷(xiāo)總綱。 海悅二期項(xiàng)目公寓銷(xiāo)售執(zhí)行報(bào)告 德思勤置業(yè)