成都华阳滨河花园项目整体策划

成都华阳滨河花园项目整体策划 一、市场背景 成都房产市场日趋规范，整体处于上升态势，在市场发展的过程中，我司认为可分为两个阶段，每个阶段市场构成要素的特征，简析如下: (一)九九年之前，被动销售的暴利阶段: 客源特征:以高收入者为主，追求身份与地位的显示，此时市场选择范围小，客户购买存在一定盲目性。 开发商特征:政府对开发公司的实力要求不严，开发商实力良莠不齐，受传统观念束缚严重，不重视客源心理及市场发展特性，主观开发，追求暴利，无品牌意识，对专业销售机构极度排斥。 项目特征:产品形式单一(多层为主)，缺乏特色，不注重整体规划，且有明显区域性特征(集中在二环路内外开发居住楼盘)。 销售特征:无整体营销思路，盲目追求高利，定价偏高，且无效的表现及宣传手法，不注重品牌的培养和树立。 (二)2000年以后，振荡中走向规范的过渡阶段 客源特征:客源层次广泛，需求多样化，在楼盘选购及消费心理上趋于理性，此时散户消费逐渐成为市场主力。 开发商特征:迫于竞争的压力，开发商主动寻求新的开发理念，对营销策划理念逐渐接受，同时专业销售人才带来的先进理念也影响了开发商的思想，开始注重客源需求，逐渐向以产定销的路线靠拢。品牌意识已大大增强，大量实力雄厚、理念先进的外地开发企业着眼于成都房产市场的良好发展前景，进而纷纷抢占成都市场。同时由于政府对土地资源进行统一管理，地价开始上升，而促使开发企业走出暴利阶段，利润趋于合理。 项目特色:产品多元化，在仍以多层为主的同时，小高层逐步为市场认可，高层也占领一定市场份额。地域限制日渐被打破，小区规划趋于合理，特色鲜明，并且小区品质不断提升。 销售特色:价格趋于合理，市场出现整合态势，营销理念随专业销 售机构的介入逐步为市场接受，人员日趋专业化，宣传手段不断翻新。 在上述市场背景下，客户、市场、开发商、营销代理公司几个方面都发生了较大变化: 1、客户需求的变化 能承受价格在2500元/m2以下楼盘的客户，已由先期的单纯追求满足居住要求、工程质量，向追求舒适性、安全性、私密性方向转变。 对于能承受2500-4000元/m2价格的客户，在追求上述要求的基本基础上，更加注重楼盘的个性、内涵及升值潜力，对小区的整体规划要求较严格。 能承受4000元/m2以上的客户，相对前两种客户来说已有了质的提高，在选择楼盘时，最注重的是享受，追求一种理念和内涵，同时对开发商的资质、楼盘的知名度、社区环境也非常注重。 manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 2、市场环境的变化: 地理环境:逐步打破了地域限制，市场全方位发展，从传统的利用 地段创品牌，到创品牌而创地段。 产品环境:产品多元化，多层仍为主力，小高层发展较快，并逐渐为市场所接受。 3、开发商的变化趋势 开发理念由传统的单一模式向多样化、人性化、特色化、理念化 方向转变，并逐步建立了品牌观念，具备了较强的竞争意识。 营销方面:竞争的激烈带动了销售手段的不断翻新，由炒绿化、 炒智能化、炒生态化、炒付款方式，到今天的炒理念、规模、品 牌，并且营销已越来越成为一种全程性策划行为，必须注重前期 准备工作，要熟悉当地情况并与之结合，了解客户心态。 二、项目 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 1、基本情况: 本案位于成都华阳，紧临府南河的小高层花园洋房，华阳居住区是市政府的重点项目，它的兴起必定会辐射到周边，从而拉动区域经济的繁荣。紧临成都市中区，，本案正处于这两个区域的中间位置，交通方便，地段的升值潜力巨大。 2、区域消费能力分析: 经济水平: 整体消费群体主力仍为比较注重生活质量的中等阶层，社会层次也以公务员及经商人士为主。 随着周边生活设施的不断完善和齐全，该区域将集中成为中档楼盘的聚集之地。这也将打破原有的区域内消费群体和范围，成为跨区域消费的一块热土。 3、客源定位: 本案属中档楼盘，大多数人都能接受的价格，客源面相对教宽，根据客源所处的区域、社会地位、购房意图、购房时间等差别作如下分析: (一) 成都市区客源: 此类客源为本案客源之基础，且为先期客源之主力，我司认为主要有以下类型: 20-30岁青年夫妻:有经济基础，事业相对稳定，有广泛的社交关系，并且有时间去品味、享受生活，对新理念有较强的接受度，但有着冷静的思考与判断，大多为首次置业。对地段及相应升值潜力较为注重。这类客源主要选择小户型，但比例有限。 公务员员:此类人士具有社会地位、稳定的收入，大多已有单位分配的住宅，但希望一个更为私密空间。此类人群对档次、安全、私密及小区规划、配套有较高要求。 白领:此类客户具有高学历、高收入的特点，追求高品味的生活氛围，以突显自己的价值。这部分客源对社区档次、配套等较为关心。 30-50岁中年夫妻及退休夫妇带一小孩:此部分人有着一定manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 的收入，追求宁静而舒适生活，对物业户型及功能有一定的要求。 小结:本地客源大多为首次或二次置业，且以标准户型为主要需求。 (二)华阳和外地客源 此类客源是本案完成整体销售并在更大范围内及更高层次上树立品牌之所必需，可分为以下类型 华阳本地人士:此类人群大多为本地人员，收入稳定，开始学习注重生活的品味与个性的张扬，同时希望有一个温馨、私密的生活环境，对地段、交通、配套、环境较为注重。 华阳经商人士:华阳经济快速发展本地人士收入增多，此类客源主要对配套、交通、物业管理、智能化较为注重，将成为本案后期客源开发的重点。 三、项目定位 本案位于成都市的南面，生活设施及市政配套完善，有良好的自然及人文环境，特别是整治后府南河环绕物业的魅力，相对于其他竞争楼盘在未来市场竞争中占有其它楼盘难以比拟的优势，因此我司建议将本案定位于:360度水域半岛—720度空中花园。 综上所述，在本案目标客源中，主要需求点有以下几方面: 1、 地理位置优越。 2、 交通方便快捷。 3、 市政与小区配套皆较为齐全。 4、 社区规划合理。 5、 智能化水平高。 6、 有强大的升值潜力。 7、 户型实用、舒适。 四、 客源定位 见二、3 五、产品建议: 由于本案不具备突出的规模优势，国此在配套上应做到“人无我有”人有我精”，依靠独特的内部环境设施，和区域环境(府南河)进一步提升本案所处的层次，具体建议如下: (一) 社区配套设施 1、 门、窗:分户门配可视对讲防盗门，室内采用木质夹板门，客厅设落地窗，其它房间配双层中空塑钢窗。 2、 保安系统:全方位的防盗控制系统，报警系统，分户可视防盗门，公共场所安装自动感应装置，随时监测火情。 3、 信息系统 有线电话:市区标准有线电视信号及卫星电视系统。 通讯设施:预留两部IDD电话插口。 网 络:宽带网入户，并预留管线。 manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 4、 厨房、浴室:墙身镶砌高级艺术瓷砖到顶，铺设防滑地板砖，配备整套高级厨具，纯净水可入户。 6、 卫生间:墙面镶砌普通瓷砖，铺设防滑地板砖，设三盆。 (二) 主题景观建设:本案花园洋房商品楼，建议公共花园建造能代表本案风格的造型，而非草萍及一般花圃。 (三)绿化布置:根据小区内的容积系数，此建议原则上小区整体走小而精的路线，通过精致的小景，烘托社区气氛。在绿化布置上要争取实现立体绿化;即草地、灌木、植株相互搭配，互相组合。以独具特色的园林风格增强小区内部的文化和环境韵味，提升小区形象。 (四)规划布局:要在充分满足园林绿化的同时，适当增加健身设施的建设，把健康主题引入小区，既是品牌提升的需要也是对业主负责的真实表现，这样很容易引起消费者的认可。 (五)户型设计:户型设计应考虑消费者的实际购买能力和生活习惯，面积应在70——110平方米之间，适当保留110——180平方的大户型，面积配比应掌握在市场消费的实际去化能力基础上。 (六)户型风格:落地窗设计，室室全明，要让客户真正感受到阳光的感觉。 六、推案策略 (一) 售楼处选址: 我司建议售楼处向主干道附近迁移，在华阳正街附近建设、装饰带有楼盘特色和文化的售楼处。由于本案离市区有一定距离，建议在市中区区再建设一个小的售楼接待处及看房直通车。 理由: (1) 该地段为华阳主干道，人员层次较高，有较大的客源潜力。 (2) 人员流动量大，易扩大本地知名度。 (3) 南延线交通动线发达，由突出购房直通车突出本案交通的便捷。 (4)市中区设小的售楼接待处，是由于市区人员密度大，且主力目标客户也大多分布在这里，便于咨询本案信息。 缺点:投入费用高。 (二) 价格策略 目前市场竞争激烈，操作周期不宜过长，不适宜作大范围的价格调整，因此，我司建议先期以较低价格入市，引起市场关注，建立人气，随销售进展进行微调，(在正负零、主体封顶、竣工三个阶段作大的提升 ，以拉动市场)。 整体操作结束后，将均价控制在1500元/平方米，具体推案策略及各阶段的价格制定，待双方确定合作关系后报与贵司参考。 七、广告策略 (一) 主诉求点: manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 突出社区无以伦比的外部环境优势，以“360度水域半岛—720度写逸生活”为主诉求点。 理由:本案的外部环境优势得天独厚，其他楼盘无法比拟，本案由期房开始销售，如单纯宣传社区品质，存在可信度等问题，而自然环境的优势低价的吸引，及花园洋房的建筑形式显而易见，易被客户接受，产生共鸣，则引起市场冲击相对容易。 (二) 各销售期诉求 1、 引导期:可通过软广告、主题宣传活动等形式进行先期引导，主要介绍社区的地理优势、交通优势、内部配套设施、高品质的楼盘相对低廉的价格等。 2、 开盘期:主打环境、交通、价格优势，结合灵活的付款方式及优惠措施吸引客户，建立人气。 3、 正常销售期:进入正式销售期后，在主诉求点统一提领下，分期展现区域环境、交通如何便捷、配套设施、绿化、文化、商业、景致、生活质量等品质，使之成为一广告系列。 理由: (1) 可令社区整体优势全面展现。 (2) 可保持每期推出广告的独立性，即宣传主题鲜明。 可不断保持市场新鲜度，冲击力持久 。 (三)广告媒体选择 1、 电视——以形象广告为主，结合综艺性广告与社区联宜会等。(推荐本地电视台) 2、 报纸——软广告与硬广告结合。前期通过软广告进行引导，正 式销售期通过硬广告进行冲击。(推荐华西、商报、早报、晚报等房产专栏) 3、 车体——主要选择能直达本案的以及经过重要公共场地等繁华地区的公交车。 4、 电台——选择覆盖面广、收听率高的电台，如交通音乐之声。 5、 三维动画——提前展现小区内部的景致和内部设施，便于树立消费者信心，运用高科技的宣传手段还进一步提高开发商的品牌力度。 八、操作执行安排 我司以多年的策划代理经验，总结出一套严谨的项目操作流程。完全建立在市场基础上的全程工作安排通过我司专业人士的运作，足以保证任何一个优秀的策划创意充分演绎。 (一)前期市调阶段(第一阶段) 第一阶段 人员安排 1、市场研究分析 区域环境研究分析( 市调员1员、策划员1名)、项目地段背景调研(市调员1员，策划员1名)、附近房地产项目调研(市调员2员，策划员1名)、市场消费倾向调研分析(市调员2员，策划员2名) 2、市场调研成果总结 专案组动脑会议后，市调负责人与专案主管共同编写市场总结 3、物业规划研判 专案组动脑会议 4、营销方向与设想(开盘时间建议，售楼处及样板房搭建、布置建议) 5、策划报告纲要 专案策划员执笔 manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 此阶段的工作范围主要是对本案进行详尽的市场调研，并编写市调报告。在对本案的规划情况熟知后，结合前期的市场调研成果，召开动脑会议，初步确认本案的营销策划方向，并编写初步策划草案。在与开发商共同就策划内容协商修正并确定之后，将进行第二阶段的工作内容。 (二)销售准备阶段(第二阶段) 1、 营销策划报告的正式交稿主要内容的决定:目标市场定位、销售策略制定、推广措施及诉求重点、广告目标与目的、广告预算的编制、平面制作物设计要求(楼书风格建议、DM及单页制作建议、海报建议、展板内容建议等)、现场POP布置建议ØSP活动建议、媒体选择与安排、进行专案组的动脑会议由本案的专案策划员执笔，广告策划辅助，完成报告。 2、 我司与发展商会议(确定广告、市场推广费用及媒体计划、SP活动计划等内容)等 3、 广告计划及文案设计审核、 专案组动脑会议:广告企划、电脑设计人员、策划员、专案经理主控，发展商进行确认与把握。 4、 印刷品样稿的审核与修正 。 5、 现场POP布置具体内容:现场围墙装饰、现场横幅和锦旗布置、现场灯箱、指示牌、展板、模型制作、售楼处装修布置、售楼处导引牌、样板房装修布置 、我司与发展商共同制作、监督。 6、 市区内长效媒体安排 。销售名片印刷 、广告企划专员监督广告公司完成。 7、 销售文件的准备 、专案策划。 8、 售楼人员培训、 专案经理、专案策划员、广告企划等。 9、楼盘报章广告审核与安排。 广告策划人员、专案主管。 此阶段基本为策划报告内容的实施，我司将在此阶段，协助发展商进行与广告公司的接洽、联络与监督，并及时与发展商沟通，协助发展商进行现场布置;进行业务员培训，及一切销售资料的准备与落实。 三、销售阶段(第三阶段) 第三阶段 负责人员 1、实施广告计划 在取得发展商的确认条件下，我司具体实施。 2、现场销售情况统计与监控 专案经理、策划员。 3、电话量、客户量、成交量统计与 通报 工作完成情况通报公司开除员工通报员工辞退通报事故处理决定的通报监督检查情况通报 、价格反应与检讨。 4、广告效果统计 广告策划人员、策划员、专案经理。 5、销售策略调整 专案组动脑会议，并由策划员与广告策划人员实施。 6、销售形势分析与预测 专案组会议 7、会议安排 每周例会 专案经理通报销售情况，了解工程进度(与发展商)，业务员反馈情况调查。 月会 专案经理、策划专案与发展商进行销售 工作总结 关于社区教育工作总结关于年中工作总结关于校园安全工作总结关于校园安全工作总结关于意识形态工作总结 ，月度销售计划拟定，广告计划拟定。 manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget 阶段销售会议 专案经理、策划员、广告策划人员与发展商进行销售 备注:若有重要的促销活动或当天广告发布，我司将集中力量，重点出击 manufacturers of technical documents on the quality requirements applicable to this project. Construction quality inspection and evaluation standards issued by the national power company of the electric power construction standard for quality inspection and assessment of the 11 articles assessment inspection standards as well as other relevant regulations issued by the Ministry of electric power, the State power company executive. Does not verify in the specification within the evaluation criteria, implementation design, manufacturer or ... Or issue a new national standards and regulations, bidders shall comply with new norms and standards. If there are conflicts or is inconsistent, whichever is the higher standards. 3.3 3.3.1 project of responsibility, authority and communication organization and project managers, at all levels of responsibility and authority see section II of chapter III of the present tender site management organization and part of workforce planning. 3.3.2 according ISO 9001, GB/T 50430 and company quality distribution of the quality manual, combining the departments of projects, project quality function distribution allocation table on the following page of the project's quality functions shown below. 3.3.3 project with each Department interface, interface between the internal departments of the project by project managers at all levels and the quality regulations of the responsibilities and authorities of the Department. Customer requirements and hope: project management; Quality planning, management program: the project's quality control Department; Site design: Project Engineering Department; Contract: the contract budget