房地产策划文本的常用英文术语本案特点及市场定位PROJECTFEATURESANDMARKETPOSITIONING一、基本情况BACKGROUND物业名称Name位置Location发展商Developer(s)投资方Investor(s)：建筑工程设计Designer(s)：总承建商Contactor：物业类型Function项目净用地：总建筑面积Totalarea：建筑层数Numberoffloors：开工日期Dateofcommencement：竣工日期Dateofcompletion：二、本案区位特点FEATURESINGEOGRAPHICALLOCATION三、本案市场定位MARKETPOSITIONING：A、形象定位BrandImages：塑造先锋形象Creatingapioneeringimage：塑造特色形象Creatinganoutstandingimage：突出项目优势HighlightingtheStrengthens：塑造发展商品牌形象BuildingupaPositiveimageofthedeveloper：B、对象定位TargetCustomersC、运作定位OperationalApproach贰、市场推广策略MARKETINGSTRATEGY一、资金投入策略STRATEGYFORMARKETINGBUDGET：二、媒体广告计划MEDIAPLANNING上述媒体投放策略之作用与目的Theobjectivesoftheaforementionedstrategy：1、媒体有Suggestedmediaincludes：广告计划AdvertisingPlans：（一）要点KeyApproaches（二）媒体选择MEDIACHOICES1、报纸Newspapers：中文报纸类ChineseNewspaper：英文报纸类EnglishNewspaper2、杂志Magazines：中文杂志类ChineseMagazines英文杂志类EnglishMagazines（1）开盘CommencementofSales：（2）服务Services：（3）地位Locations：6、路牌及灯箱广告RoadsideBillboards&Lightboxes。7、其他媒体OtherMedia（三）公关及广告实施流程IMPLEMENTATIONPROCESSFORPR&ADVERTISINGA、筹备阶段PreparationStage–ProjectunderConstructiona)大型路牌广告LargeScaleBillboards–机场路、项目周边或人流集中地区b)直投宣传小册子DirectMailingPamphletsc)工地围板设计及展示中心设计PlanningofShowRoomandSignboardsatProjectSited)宣传海报Posterse)Logo及各平面广告设计GraphicDesignsandLogoDesignsf)发请柬及邀请信设计DesignsandDistributionofInvitationCardsg)宣传刊物及纪念品PromotionBrochuresandSouvenirsh)举办开幕典礼及新闻发布会OpeningCeremonyandPressConferencei)报章及杂志缮稿PressReleasesj)电视宣传片及光盘制作TVCommercialandCD-ROMProductionk)报刊、杂志广告AdvertisementPlacementsinNewspapersandMagazinesl)推介会及展销会设计ExhibitionandProjectPromotionSeminarsB.中期阶段MarketingStage–ProjectSalesSupporta.报刊杂志缮稿及广告发布PressReleaseandAdvertisingPlacementb.电视宣传及光盘派发BroadcastsofTVCommercialsandDistributionofCD-ROMc.宣传单张及派发DistributionofPromotionPamphletsd.请柬及邀请信寄发DistributionofInvitationCardse.租售中心及围板建造ConstructionofShowRoomsandSignboardsattheProjectSitef.展览会场制作（广告牌及挂旗）Exhibitionsg.国内客户推介会ProjectPromotionSeminarsforDomesticclientsh.国内外电台宣传广告发布ReleasesofAdvertisementsinRadioStationswithinandoutsideChinai.国内外报刊杂志广告发布ReleasesofAdvertisementsinLocalandInternationalMagazinesj.加插及更换展销内容AdjustmentsofPromotionContentsifNecessaryC．后期FinalStage–ProlongedMarketingEffectsa)电视广告TVCommercialsb)报刊杂志广告（包括缮稿）AdvertisementsandPressReleasesinPrintMediac)宣传推广活动及展示会PromotionActivitiesandExhibitionsd)路牌广告OutdoorAdvertisements（四）、媒体广告发布建议RECOMMENDEDSTRATEGYFORADVERTISING1、软性广告宣传思路PublicRelationsStrategies2、海外发布PromotioninOverseasMarkets具体实施方案ExecutionPlan媒体目的ObjectivesofourMediaStrategy媒体策略CommunicationsStrategy三、平面设计策划要求THEMEOFGRAPHICDESIGN四、NP、路牌广告策划要求BILLBOARDADVERTISINGANDITSDESIGN五、营销推广活动计划建议PROMOTIONALACTIVITIES1、展览会推广活动Exhibitions&Promotions：展览会场地选择考虑因素Thechoiceofexhibitionvenue：2、落实有关物业管理事...
