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 Group Marketing Books Marketing Planning Center April 28, 2021 Contents 1 ,marketing planning guide shown in Figure 2, Introduction 3, Chapter I:  total marketing planning guidelines 4, Chapter 5 :marketing concept system planning, combat operations Chapter 5.1 :first marketing campaign: trapping the sheep - 5.2 Second Battle of internal sale: the sheep into the circle - the Third Battle of real estate opened 5.3: sweep the battlefield - real estate marketing strategy guide closeDiagram of the total actual operating system guiding ideas the first bombing of the first battle of three-dimensional Second Battle of the third campaign to seize the sheep and the sheep into the ring for a fourth campaign sweep the battlefield, Target, Target, Target, target II, Task II, Task II, Task II, Task Three, the three measures, three measures, measures Fourth, price strategy four, four-price strategy, price strategy 1, the experts discuss timely price adjustment pricing adjustment 2, the intermediary involved in 3, the subscription price strategy of the five, five marketing strategies and techniques, marketing strategies and techniques 4, the price adjustment 1 momentum 1, the ones who enjoy sales of five, marketing strategies and techniques 2, gathering popularity 2, for a national demonstration area, gathered popularity 3, the model of sale of six, press speculation 2, lot 4 sale, marketing strategy to promote 1, 3 shared homes , Qiaoxiao create a 5, to create a sales site 2, the press showings 4, 6, to improve the image of real estate and property owners, design marketing programs monomer 3, the owner wishes 5, limits listed six News Speculation 4, six closely with public relations hype, the press speculation Sixth, the price and press speculation adjustment 1 ,seven advertising bombardment 1, we made the city one, the property giant is a surprise when Linyi not see the end of 1, 2, got a great view to the forest 2 to move back home, talking house 2, the combination of boxing hype 2, Brief Encounter, 3, 3 residential revolution, the city where three, ten claims 3, 4, concerted efforts, the property market turmoil 4, Dialogue Series 4, really smell the smell of the forest seven advertising bombardment 5, the second deepen 5, The meet every night ... seven, seven advertising bombardment, bombing of eight ads, public relations activities 1, the ecological environment art series 1, so that some people get rich one, from the series 1 2 Celebration promotion, making the city Series 2, Singapore 2 of us, the environment series 2, 3, selection of photography, promote a new life 3, where the house is very expensive 3, supporting the series 3, club activities in a variety of salon 4 years Classical 4, who contend with me peak 4, intelligent series 4, 5 large-scale garden activities, family-style eight-property management, public relations activities 5, Property Management Series 5, expert visits, check the eight, a public relations activities, trade fairs VIII PR 6, the grand ceremony of an occupation, a new residential revolution Workshop 2, the owners Association 1, auction 2, 3 news conference, press conference, 2, 4 selected urban elite, real estate masters Summit 4, auction 3, Garden Activity 4, price news conference introduction four years ago ,Group successfully attacked Linyi education, attracted the attention of the whole society; separate ways journalists, and education experts, and the central directorate has come. For a time ,renowned north and south, the Great Wall became the banner of private education, fly high! four years who has not successfully ,complacent once and for all, but in grand the boldness of vision, generous picture of a more ambitious blueprint: plans to use 5 years, 2.5 billion, creating a lake in the Luozhuang bimonthly most suitable for human habitation noble community - this is the one following the successful attack Linyi education, the challenge once again gathered strength in the real estate market of Linyi. At present, they are in full swing, ready to go, a new residential revolution is about to begin, to ensure the game, a hit, code-named At this time it came into being - Chapteroverall marketing plan to market-oriented guidelines to target customers as the center and press speculation, advertising bombing, public relations activities rendering campaign, image and brand, guide consumption, to start the market; to pricing strategies, sales control to drive the market, increasing demand. to take a multi-pronged, comprehensive linkage, the overall operation of the marketing strategy.fully completed the first phase of the marketing objectives. and To lay the foundation for the second phase of marketing, so that the wholecommunity development into a benign cycle. ChapterProgramme of Action concept system: new residential revolution development philosophy: We made the citygoal: to create the most suitable model for human habitation, the city .main slogan: Let some people get to live in.       of the ten demands: First, location: urban from rural to urban civilization and the traditional economy, each city is the local regional political, economic, cultural and transportation center, it is customary to live in urban centers as the highest Life. With the economic development and social progress, the traditional planning model has been broken, multi-center pattern of the maturing of the city. some people get rich first has always dreamed of a real urban life, but the city's high-density population and severely affected the quality of urban life. departure from the strategy of multi-center city, we started to build this city, the most dynamic city fringe plate as the program made the best choice for the construction of the new city as a modern life and modern civilization of the carrier. success in the real city life here can dream, can enjoy the cool writing like idyllic life. Second, the development: from housing construction to create a concept for people to live a new life with the changes will lead to a real estate development new residential revolution. This revolution is one the biggest impact is the role of real estate developers to reposition. calculated to appeal to the market, interest-led, mechanical house built businessmen, will together with their construction waste in This house was flooded revolution. and people-oriented, to guide the market, with the forward-looking vision to creative housing developer, will also be given the victory banner of the revolution, become an advocate of a new life, the founder. Only to meet the potential demand of consumers from the real developers in order to guide people to create new life. Third, the house: from the live shell into the lives of the people of free space changes in housing caused by the concept of revolution in this house, the people's residential building invisibly divided into two eras. times in front, straight, flat, single color to make the house a lack of vitality architectural language, people living in the house as steel, cement shell; house which is mechanically separated, it is difficult to meet consumer demand . behind the times, employing the flow lines, rich colors, modern and simple and bright, and its combination of European styling, the single building more and more features; movement each stand, wet and dry separation, public space and private space The combination, to create a lot of people have the vitality, richness and variety of free personalized living space, a carrier of a comfortable life. Fourth, the environment: from the bustling city life to return to nature in the city is full of crowds, noisy traffic, The stale air, the living environment is getting worse; building higher and higher, people are being forced on the aerial ladder step by step, home to become noisy sea people feel a lot of inconvenience, is more important is people's living space is locked, and farther away from the natural environment, people can not smell the breath of the natural trees and plants and do not see the color change of seasons. should be harmonious coexistence between mankind and nature, human come from nature, will go back to nature. who is a natural in the people, landscape is a natural in the park, more natural living environment, the more people benefit, life had a more exciting, more fulfilling. V. Planning: From industrial design to enjoy life a long time, real estate developers will put their own interests first, and less into account the needs of consumers, so planning and design services for developers only. units unreasonable, construction congestion , supporting incomplete, property management can not keep up, during which people's lives do not feel warm and comfortable home. market development requires developers to consumer demand should be the premise, from the consumer's point of view, the most humane of the architectural language Planning, design people, nature, architecture living space to live in harmony, to meet the individual needs of consumers. planning to design distinctive home, not only to guide the consumer to achieve a leap in life, and create future demand, but also embodies the art of the developer grade. VI, property management: from the runners-style control to the shadow of service planning, construction, residential hardware, residential property management software is. developer of residential property management is an important component of quality. In the era of increasing homogenization of goods to form their own characteristics to rely on developers of property management. hardware, once formed, is difficult to change; the level of property management can be gradually increased. The best salesman is the products and services to those obtained from satisfied customers. convenient, standardized people, such as property management services to spring bath, family oriented, implicit property management will become an important factor to attract consumers to buy their own homes. VII Culture: philosophy of life, from labels to real estate marketing is a more interdisciplinary, studied categories than the entire industry. Over the past architectural culture often is the developer of instant success, People in this mold sentiment. the construction of the indoor space, the appearance of size, ecological environment, given cultural taste, the plants and trees here have a spiritual, so that culture really become a new part of life. harmonious interaction between people , sincere and full of emotion, people both in the room, education, leisure, shopping and other places can feel the atmosphere of a high culture. VIII, Intelligence: From today's technological tools to the humane care of science and technology, and promoting social change. computer, electronics, telecommunications, automatic control, utilization of advanced technology to make people feel that services such as handy general simple. with the results of science and technology to get quick service and care of human progress, combined with the construction of intelligent people to enjoy the advanced services and life care become a reality. intelligent information platform for high-speed interface allows to set the people free to surf the net at the INTERNET to meet the people and life and efficient information delivery requirements of science and technology to bring people feel the infinite care. IX, supporting: from resource Sharing the spirit of the home communities has a large three-star club, financial, medical, property and other public supporting resources, the people living here comfortable and convenient; communities have the largest base of private education, care of the younger generation. utilization pure water system , automatic control systems, intelligent systems and other advanced technological tools, as the door opened the golden key to a happy life. free living environment and perfect ecological resources, so that the community spirit of our unique homes. X. consumption: from identity cards to Personalized renowned thought individuality and life ahead of the perfect combination to form a self-development of the mainstream. Garden Villa is a high quality of life is the best carrier, winners are all seeking to renowned both your business and tastes. innovative, people-oriented, the pursuit of perfection villas, does have a special for you, so that home buyers fully shown here, the value of personal identity and the unique quality of life. Chapter IIImarketing campaign the first combat operation: trapping the sheep - Internal call (June 2 -15 days) of a target task 1 goal: strive to internal sale 50 --- 70 sets. 2, stage task: improve the social position of the psychological level of, have a strong sales potential, it is necessary to ensure the smooth flow and to ensure the profit-maximizing sales. to secure the customer's psychological price raised to 2,500 yuan / m2. with the result: set advantage, tree vigor, building momentum. highlight the atmosphere, foreign flavor, Linyi, the only luxury handsome ------ OK concept. Second, the guiding ideology through Leading the trend of real estate development in Linyi City, the storm caused the revolutionary momentum of real estate development. outstanding residential development in Linyi City as the center to thelarge community of development inevitable trend. through articles, against the decline of the traditional concept of living . establishdare to challenge tradition, to guide the market, creating demand for the brand.communities will become clear in Linyi City Centre residential development and housing strategic vision. Third, the measure full three-dimensional type-intensive bombing, starting all the publicity machine. bombed advertising, press speculation and work closely with public relations activities. (see promotional strategies) Fourth, pricing strategy 1. convening of expert discussions. to property of a price position, that the price can be set at 2,300 or more, so customers are approved, at a lower price suddenly launched a surprise to customers. In the internal subscription date set off a buying frenzy. 2. so as intermediary company involved in the client's home. to discuss property prices, XU expensive to buy. let customers improve the psychological level, resulting in sales of potential energy, feelings of appreciation. 3. The subscription period will take reasonable price strategy. According to their house prices, according to the location is good or bad environment, you can hit 9 out of 20 sets of fold and 9.5 fold, the actual price of 1800 yuan and 1900 yuan for the benchmark price, to attract target customers orders as quickly as possible, and quickly occupied the market ground. 4. price adjustment. internal sale two weeks later, the price of 2,000 yuan by the implementation of the base price. V., sales strategy and Tips 1. gathered popular .14 days, for 15,000 people to the site visit, to consolidate and enhance the image of the real estate, gathered popular. A, draw. that could be 1,000 yuan - 5000 yuan coupons, not only increase the popularity, but also Coupons can be used spread. B, open days. to attract the public to visit model homes, offer suggestions. All the opinions have been adopted Award 500. C, the spokesperson and mascot design. increase awareness, let the children participate. D, the allotment Club discount card, to attract potential customers to participate. 2, the first subscription in the event of high tide, you can subscribe by ballot with a bold approach, re-introduce 20 sets, only draw customers to buy. First evoke the curiosity of customers, a valuable commodity in the Mental dominant role. The second is stirring customers desire to purchase, there buying momentum for the short term the rapid growth in manufacturing sales opportunity. If the customer can be queued or more daily sales limit of 20 sets. 3, to create a warm atmosphere of the property Qiaoxiao . Choose the right time, find the appropriate sales department acquaintances to do room, Professor room promotions. 5, limited by quota listed programs. is to ensure the market's pulse, and temperature to ensure the market. while taking advantage of the price advantage of the new disk the impact of seeking to avoid the hot and cold markets, continue to strengthen customer training. press hype and advertising major at this stage is to create demand, and guide the market. VI, press speculation (the only luxury concept to determine Linyi) 1, the property giant surprise Linyi century building ultra-popular idea of a new life philosophy advocated become the property market empty building, surprise Linyi real estate market, real estate market in Linyi set off a whirlwind of new residential revolution, .2, talking family 1), the penetration of many new-home concept 2), from       of the human environment, living environment, and create space so the manifestation of our home is a talking house, a family life, to demonstrate various aspects of its charm. 3, where the 1 city), continue to promote the cause of our ideas 2), with the local environment, perfect facilities, to show consumers the image carrier of new life .3), one by one of our concepts and ideas introduced 4, the property market storm 1), with the local Construction has been completed ,popularity up, people flocked to visit the property inspection, in the form of news to the people to cover the show: We will speak of the family, the most suitable place to live for people attractive .2), timely social repercussions of the feedback, information feedback, and further increase public opinion. VII, advertising bombing (the only luxury concept to determine Linyi) 1, so that some people get to live in. 1), to have the house artificial house 2), so the boot housing trend, the concept of the latest and most people who cherish the value of life, living first come, experience the feeling of a dream come true .2, Singapore, Singapore is similar to our Garden City, Garden State, our philosophy, ecology , the environment, the structure of our house, compared with Singapore, is an international practice, international ; - at all costs, creating a big environment; high-tech inputs; 2 acres of land built a house .2), the spirit of the I struggle to come up with a project in the peak position of the best, the environment is best, the highest price for the auction house, advertising, launched the atmosphere created at the same time caused the real estate market in Linyi, Second Battle of the auction will be a press conference: the sheep into the ring - grand opening (June 15 -9 10 May) a, objectives, tasks 1, target: to achieve sales of 95% .2, phase tasks: reduce the target consumers purchase decision time for form to Fighter slow, concentrate superior forces to fight a battle of annihilation. luring the enemy in depth, hearts and minds of siege, to avoid the appearance of a period of adjustment, set off a selling climax after another to form a vast public opinion and psychological offensive, manufacturing, property hot spots. gathered popularity, to seize the sheep, the formation of strong sales. Second, the guiding ideology: the urban civilization, a comprehensive display  the unique charm of living, the interpretation of its claim for real estate development has brought ten new practice, with news, advertising and public relations activities, the use of sheep, herd sheep into the circle. Third, measures to based public relations activities, to narrow the distance to communicate with customers, allows customers to follow the trend to form comparisons, re-sale of a miracle. press hype and advertising and public relations activities closely with the bombing. IV, 100 units sold after the price strategy, price per square meter then raised 200 yuan, to the base price 2200 yuan / square meter. let customers see the appreciation of space. once again to hit the market. V., sales strategies and techniques 1, momentum. There have market momentum, the organization a certain amount of journalists and former customers to visit for the public to their own senses to evaluate the merits of the property, and then follow up .2 news, popular gathering. to create the most favorable conditions, lead speculators to enter or allow customers to purchase and continue to find child care. allow customers to follow the trend of orders. undercover officers arranged to talk with the sales, analysis, communication, shouting to buy, to mobilize the customer emotions. 3, the model of sales. to guide customers to buy model homes, then purchases, increasing the model of the building, for more than the body in a cow Cut a few skin. 4, Market Implementation Strategy. for Linyi, Tancheng, and Cangshan three linkage to the three places as a lever to pry the two east and stimulating to live luozhuang and consumption, use of news media speculation - who belongs to all of Linyi formstrong sales of the atmosphere in Linyi City, Linyi start the big market. 6, to create a sales site. grasp of consumer psychology, patience, Invitation to a Funeral. form a block in front of people, behind the chase, several hundred people waiting for the purchase of the atmosphere, no less than the deposit will regret the situation. Linyi people as customers buy Sail about the phenomenon of breaking the head .--- press speculation, lost. . Union City Association of individual and private enterprises, the urban elite atCup selection, and then the selected candidates the way the government awards concessions houses. press speculation --- the urban elite to stay. 9 design single marketing program. launched a series of promotion activities, continue to impact the market, series rolling rhythm of effective control of the market. VI, press speculation 1, ten demands a series of reports: 2, combination of boxing hype: media to buy one sets out an example --- look at the concept of Linyi's investment guide residential investment ideas. and then what kind of media can invest in residential, then the value of . 2, dialogue 1), owners and developers of dialogue 2) , developers and architects of the dialogue 3), developers and Party Secretary (head of) the dialogue in the form of interviews through dialogue, to continue to ferret out the meaning of our development philosophy, and further elaborated the concept ahead of us, showing us       connotation, bring backyearning for the pursuit and dreams .3, culture 1), through the description of landscape design, displayecological culture, living culture, humanities culture, of owners to provide a full range of material, real-life services, but also organize various activities to coalescence popularity within the community together, to make people's achieve a harmonious atmosphere. such as photography contest, art salon, membership clubs, travel tourism, so that people feel not just comfortable life, and psychologically comfortable, feel at home here is the real, people reluctant to leave home .4), supporting an enterprise culture is the meaning of things, great development potential of enterprises not, depends on the role of culture .4, the second myth (paper-length reports )education market in the attack four years ago and created 108 days to create a national myth of the famous private school. After four years of createdsecond four-year history of the development myth. VII bombing of an ad from the series 1), recognition of this distance, the distance is to be there, this distance is our science, active selection distance, is this quest for distance. one away from the work environment, work troubles away. guide the people why we chose this distance, and guide people to know this from .2), the distance from the old, complex and far from the city center, but away from the modern city center closer to .3) from the concept of market operations: the Linyi City is far away, but from them (the owners) of the real market, the brand's production base for the operation of the center to the brand. (that is, : the owners are the big boss of the successful operation of the market, they command the position of Linyi economic center, command post has been changed. its home base where?  rather than in their counter. Therefore, they home in   , is to direct their economic security in place to combatthis place. If the company's president, developed the world government.) 2, Environmental series to further enhance the deepening of the environment on the , thinning .3, supporting Series 4, intelligent series 5, series of eight property management, public relations activities, price increases Garden news conference selection honors the owners named the Third Battle of the urban elite activities: sweep the battlefield - real estate closing (September 10 - 30) a, objectives, tasks 1, target: sales of finished, pre-Phase II. 2, phase tasks: to promote a strong focus on speculation focused on the implementation of the remaining packing houses, the introduction of its new selling point of the second, guiding handle long-term and short-term promotional image advertising relationship .the two sales to multi-year, pre-investment in advertising, promotion marketing of late has overlay, extending effect. to get the full advantages of using this effect, upside lead prices, sales increase speed. Meanwhile, to handle long-term and short-term promotional image advertising relationship to the image of the image and publicity continue to enhance the value of the project to implement the second phase of the project promotional sales, sales to both really make welcomed and applauded the desired effect. Third, the measures: the consolidation of customers, occupation bedding. Fourth, pricing strategies adjust prices according to five sales, marketing strategies and techniques 1, for a series of publicity and promotions Celebration. such as the Mid-Autumn Moon party, the owners selected the Committee, thanked Council and so on. 2, none other can be difficult to sell the house for sale, or presented a number of years by way of property management fees, sales of heat to maintain long-lasting, increase marketing flexibility in space, to avoid the real estate inventory. 3, photo selection, works in the target concentration Hotel suspension, continue to impact customer's vision, to stimulate appetites. 4, held a grand ceremony for the occupation and to be reported. 5, the use of the club features , launched the atmosphere and cultural quality. 6, held a large-scale garden activities to let the world into the mysterious veil of the moon opened. in direct word of mouth publicity. 7, expert visits, inspections, as the national model for community and continue to set off a promotion. 8 in order to feelings of the main owners, so that the world was indeed value for money. hundred boutique. VI, press speculation 1, is home to 1 share), a good thing to share, shared .create the most suitable for human a model for city living by the city's elite, successful people share. and they share them, their relatives and friends, but also those aspects of society .2), or whether it is to live in, onto visit, friends, feelings are very pleasant, is a spiritual enjoyment .2, expert commentary as part of experts to your room fromof design, environment, many aspects of fine taste and comment .3, journalists showings (reporter walked into the) 1), the owners urged to purchase, residential villasscene 2), the owners happily stay , renovation in full swing scene, etc. 3) Why is there such a press review :fire? 4, the owner wishes to stay the owners of the various reactions5, price has risen, do not see an end date. .2, Brief Encounterpicture show: When the moon into a whole new outlook on time, as the beautiful hijab Kinds been opened, a crowd disorder, uproar. Brief Encounter, too late! 3, surmount surmount not only the initiative of the owners of the stay, let us work together to build our beautiful home, we have a model city. Meanwhile, our owners, to the city, province, country, issued by the initiative - will be our smell the smell of the forest owners living true feelings: at home can really smell the smell of the forest.further to show the environmental charm .5 The meet every night, every day, the wind     Scholar   club functions start to our     owners living atmosphere. VIII, public relations committee selected the Mid-Autumn Moon party to thank the owners sale two press conferences will be the initiation of non-I works of unknown