TOPPRODUCE深圳市中原地產顧問有限公司惠州事业部营销A组星河惠陽專案·营销策略報告TheReportofCamppintacticsForXingHe11,MAY,2007皇牌代理信心標置報告評審監製：深圳市中原地產品控中心專案全權負責：鐘志斌行銷總監專案報告主撰：徐智勇策劃經理報告技術負責：徐智勇策劃經理李燊策劃經理策劃參與成員：邱貞標策劃師何卷華高級策劃師劉正文策劃師吳磊策策劃師彭光平策划师報告文字處理：黃露張英華劉顯新这是一个经济大发展的时代这是一个地产发展的大时代无数的城在崛起，无数的边界在崛起中消失大城、大势。深圳,26年前由一个小渔村成就一个世界经济史的神话，一座超级大城崛立在南中国的海滨它仍在不断的生长与漫延……就在大城东边，一颗正升起的明珠人人都在谈论，大亚湾和惠阳……在北纬22°46′，东经114°28′，在惠阳，1030000㎡的山水之间，2007年，星河地产,向东将续写在大城的辉煌中原营销目标：品牌提升&成就版图通过本项目的开发，东部地产确立在惠州、在惠阳大亚湾区域的领导者地位，成就星河版图。将通过颠覆惠阳·大亚湾市场区域，采取引领营销之手段，再续星河传奇：“星耀中天·河山生辉”目录目录.............................................................................................................2第一章、颠覆区域...................................................................................................2一、市场竞争激烈，硝烟四起，大盘时代、地产盛宴·································2二、融合造就大势，大势成就地产·········································2三、深圳成为外购力的主要市场··········································2四、政策严控，高端物业稀缺，迫使中高端投资需求东移·······························2五、07年片区别墅供不应求············································2第二章、整合推广策略梳理...........................................................................................2一、总体原则··················································2二、项目卖点挖掘················································2三、引领营销策略················································2四、广告媒介策略················································2广告宣传：软硬结合.................................................................................................2活动促进：文武双作.................................................................................................2现场烘托：促进购买.................................................................................................2五、提升营销力---现场体验树品质策略······································2第三章、入市策略建议...............................................................................................2一、入市时机··················································2二、高姿态入市形象策略·············································2三、两地拱合，同时入市·············································2第五章、项目推售策略建议....................................................................................
