大亚湾花郡目前亟待确定工作内容: 1 、确定整体营销执行总纲 2...

Click here to load reader

Upload: cooper-wilkerson

Post on 03-Jan-2016

109 views

Category:

Documents


4 download

DESCRIPTION

大亚湾花郡目前亟待确定工作内容: 1 、确定整体营销执行总纲 2 、确定项目推广形象和 VI 展示系统. “ 大亚湾”花郡 2011 年营销总纲. 星彦地产惠州事业部 二 0 一一年一月. 报告思路. 1. 市场竞争分析. 2. 目标客户分析. 3. 项目价值梳理. 4. 营销定位战略. 5. 营销执行. 6. 价格定位建议. 竞. 。. 争. 我们所面临的市场环境 ?. 1. 我们所面临的市场环境. Market. >> 2010 年惠州房地产市场. >> 2010 年大亚湾房地产市场. >> 区域热点项目. - PowerPoint PPT Presentation

TRANSCRIPT

  • 12VI

  • 20110

  • 2. 6. 4. 3. 1. 5.

  • 1

  • >> 2010>> 2010>> Market>>

  • Market20102010

  • 2010Market

  • 20102010Market

  • 2010Market0910261.430.6%0910713.569.3%

  • 2010581.26.9%20104892/24.8%/2010Market

  • 20102011

    2011

    2010Market

  • 2010Market** 201011252008~2020 3141392

  • 2010Market**2011

  • 2010Market**2005

  • 2010**Market

  • 2010Market2010151.4380.67%1.620104748/21.1%/

  • 1000/1134=0.88/180/20=9/10.2.1Market

    20052006200820092010//846/11341000+1000/1134=0.881213.3//2009180+180/20=9

  • Market285%10%5%15%10%10%365%

    70%20%10%75%20%5%18510%5%90% 5%5%90%5%5%7515% 10% 80% 20%

  • Market3 2-370%20

  • 4Market

  • Market520101512011180

    DADA24.624801218602//160691942.58961061000250/500/

  • Market ,

  • Market43000 247605 210014401.46/1CBD193030.8772.68

  • Market 67-7015100%47.25.47

  • DADAMarket5855524618624248017471.42/1 51 75 90 97 10 8212

  • Market DADA98N+151N+1

  • Market13422852651122421-26

  • Market

  • Market1000090107 664519-30

  • Market

  • Market100007001837681934/1433

  • Market 83715043-48

  • Market1500006500003 6556008065321100001230000

    65-7588-1041223603606078046%46%8%100%

  • Market n+11042+1671+1

  • Market16391242473348968461.06/1

  • Market 81

  • Market

  • Market4700-5500/6200/30DADA24

  • Market2011DADA201020102002

  • DADAMarket24DADA:121003125%410%56

  • MarketDADA 24 110%: DADA

  • Market CBD:1CBD234505102620030%1100%6201124

  • MarketCBDCBD:

  • Market DADA, DADA DADA

  • 2

  • >> >> >> >> Customer

  • 42+31020939Customer

  • X312Customer

  • 1112014826252012Customer

  • 604498218Customer

  • 49822660Customer

  • 406600/400030002023Customer

  • 38-Customer

  • 56308301230Customer

  • Customer

  • 454550%158-125%Customer

    Chart1

    0.05

    0.3

    0.4

    0.2

    0.05

    Sheet1

    2525-3536-4545-5555

    5%30%40%20%5%

    Sheet1

    0

    0

    0

    0

    0

    Sheet2

    Sheet3

  • Customer

  • Customer

  • 12500CBDCustomer

  • Customer

    5%

    10%

    85%

  • 3 =

  • >> >> >> >> >> >> >> Value system>> >> >>

  • Value system

  • (Rotterdam)28 3.1(73)912.929100383shellBPESSO Value system

  • Value system 19931994 5000 500222004545%26%66%

  • 60 12 40, Value system

  • Value system2

  • * * 23.6KM2 6047 12500Value system

  • Value system* * 2012300027.86552200220

  • Value system* * 20063305 202.5

  • Value system 20109

  • * *Value systemCBD2

  • * *21Value system110253530-40

  • * *3Value system33-53152.12

  • Value system CBD

  • Value system* *

  • Value system* *+ 20F 101515

  • Value system* * 2.8 11F11F34F

  • Value system* * 28% 53.5% 18.5%2011

  • Value system**2+1G-1\G-167 1000/500/673 1/2 3.4 1.81/2 1/21/2

  • Value system**1+1G-2/3G-2/3 34-36 1000/500/1/2 1/21/2

  • Value system**A-1 C-497 2+24 1/2 21/2 1.85.3 1/21/21/21/21/2

  • Value system**A/B/C-2 67-68 3.51.8 1/2

    1/2

  • **A-3 B-1\3C-182-88 2+1 1/2 1/2 5.11.81/21/21/21/2Value system

  • **Value system89-90 12 1F 2+11/2 41.8 1/21/21/21/21/21/2v

  • **Value system56-59 12 1F 1+11/2 3.71/21/2

  • ** 10034-37168-802+189-972+1 Value system

  • Value system* *TOP10200911251777

  • Value system* * ISO9001ISO14001 1.69 2007200200024

  • Value system12CBD34567

  • 4

  • swotMarketing

    SWCBD1515OT-

  • Marketing CBD++

  • DADA

    Marketing

  • 1 30002Marketing

  • Marketing 15 CBD 20111000

  • Marketing 2011 20113 20113.31000 DADA

  • Marketing CBD

  • Marketing 1512CBD31534

  • Marketing 1

    2

  • T

    15Marketing

  • T

    Marketing

  • Marketing

  • Marketing

  • Marketing

  • Marketing

  • 5

  • 2011Marketing

  • Marketing 2011

  • Marketing 2011715.127.139.108-181761646232564

    884041521519080140

    3001201400700600260450

  • 2011Marketing

  • ---TDADAMarketing

  • 1 23456Marketing

  • Marketing

  • Marketing 2011

  • Marketing 20116.1811F8.610.1523 2011

  • Marketing 1134115.1-6.1711612 20113201162011620113-420115.120116.17201162011

  • 3456 / Marketing

  • Marketing /in-joy life///

    @/

  • Marketing

  • Marketing 11.3-411.5-611.611.5.1-5.311.411.10.1-10.7

    20113456789101112

  • Marketing 113-4115.1-6.17116-12

  • Marketing 20113-4

  • 20113-420112011Marketing

  • Marketing

  • 1.2.3. 2011320115 Marketing

  • 113-4115.1-6.17116-12Marketing T

  • 20113-420115.1-6.176-12

    Marketing

  • 2011.5.1-6.17In-joy life ::

    Marketing

  • In-joy life

  • Marketing

  • .

    Marketing

  • Marketing

  • Marketing

  • Marketing

  • 20113-420115.1-6.176-12

    Marketing

  • 20113-420115.1-6.176-12

    Marketing

  • 2011.3-42011.5.1-6.176-12

    Marketing

  • 2011.6.18

    right now, right here @ CBD15Marketing

  • CLUE MEDNikexboxshowMarketing

  • 20116Marketing

  • Marketing

  • Marketing

  • SHOWSHOW:SHOWSHOWSHOWSHOWSHOWMarketing

  • 113-4115.1-6.176-12

    Marketing

  • 2011Marketing

  • 711-18#1761 #8-10#67423#2565.11#218 #Marketing

  • 4.303.15187.169.17Marketing

  • Marketing 2011

  • 42565.14.104.105.15.14.10

    20103456789101112

  • 5.17.165.15.17.169.179.176.188.1310.15

    20113456789101112

  • Marketing 2011

  • 20113.36.650%5.5%20116.630%6.5%+6.650%-6.630%6.0%=2079

  • 6

  • ,,.

    The Price

    70%DADA20%10%

  • The Price

  • The Price 5500/ 5500/ 5000/ 5200/ 6200/4800/DADA5600/

    ,,.

  • The Price

  • The Price

  • The Price P=Pii=1234=5306/

  • The end15