城市島居灣岸筑品

鴻瑞熙龍灣整合營銷推廣策劃案2欲知花島處，水上覓紅云。奉和虢州劉給事使君三堂新題《二十一詠·花島》前言隔著寬闊的江水，無法看清花島的真面目，只是隱約可見遠方似有一片紅色的云彩，那就是花島的具體位置。遠望如紅云，則近處其花之繁盛可以想見：沐浴清晨的陽光、輕盈悠閑的白鷺、波光粼粼的河面、郁郁蔥蔥的河岸，還有那連接城市的橋廊……“熙”在漢語詞典中意為“振興、光明”，“熙龍灣”顧名思義即巨龍騰飛。鴻瑞熙龍灣位于中江大道中斷西側，緊鄰蕪湖市一中新校區，蕪湖市首座“城市濕地公園”緊靠項目北側，在鴻瑞熙龍灣可以將波光粼粼的湖面盡收眼底，更能體會落霞與孤鶩齊飛的迷人意境……熙龍灣三面臨水，天然島嶼，原生湖景與人工湖景相輔相稱，全面呈現“城市島居、灣岸筑品”的高尚生活模式。水景地產,特色別墅,宜居生態地產項目緊鄰三千多畝的濕地公園，具有優質自然生態水景，將帶給江城人民高端的原生態濕地生活方式。在市場調查分析基礎上，我們把熙龍灣天然賦予的島嶼附上“優雅、浪漫、閑適、唯美”的島居理念，將城市高知階層的需求用島居的方式演繹，實現建筑、環境與人居的和諧統一。注重培養消費者“島居價值觀”，用新居住生活方式的居住理念，通過事件營銷（島居文化研討會等）和體驗式營銷（樣板房），與最有價值的消費者保持長期的緊密聯系，樹立熙龍灣新生活、高品質的品牌形象。

本策劃案以整合營銷為策略重點，讓客戶盡可能的了解鴻瑞·熙龍灣，充分詮釋、解讀項目的價值，促進產品銷售；極大提高鴻瑞·熙龍灣商品的知名度和認知度。加強社會公眾對鴻瑞房產和熙龍灣品牌的印象，提高企業的美譽度，樹立企業良好的形象。3第一章背景梳理

1、熙龍灣三面環水的優質環境資源···················································································

72、區域內樓盤集中上市競爭激烈·······················································································83、目標客群鎖定穩定資產層·························································································

·······94、SWOT分析·······················································································································10第二章悅居：推廣策略

1、全面打造城市島居概念·····································································································

112、“以我為主”的競爭策略······································································································143、雙線并行的傳播總策略······································································································154、以事件營銷為主的區域營銷戰略····················································································165、先聲奪人的營銷推廣步驟······························································································176、小眾制勝大眾為輔的媒介推廣戰略··················································································18第三章悅動：活動營銷1、全方位的推廣宣傳開啟島居元年

····················································································202、島居之悅初創品牌形象··································································································243、心悅之享打造品牌意境·······································

····························································27第四章悅品：視覺表現

1、厚重沉穩的logo設計········································································································28

2、各媒體設計表現··················································································································293、應用系統表現·············

·········································································································30第五章營銷費用總預算

總營銷運算····························································································································32目錄4表一提綱摘要·································································································································6表二樓盤戶型·································································································································7表三競爭對手·································································································································8表四城市島居概念表·····················································································································11表五雙線并行策略·······················································································································15表六廣告推廣體系·······················································································································15表七

工作安排表··························································································································26表八媒介安排表····························································································································27表九總營銷費用····························································································································30圖表目錄圖一熙龍灣規劃圖····································································································6圖二熙龍灣區域圖·······································································································6圖三社會結構體系模擬圖···

·······················································································8圖四桃花島示意圖······································································································11圖五優雅島居示意圖···································································································11圖六熙龍灣半島示意圖································································································14圖七四面環水示意圖·································································································14圖八熙龍灣推盤圖··········································································································17圖九主持人效果圖·····································································································17圖十熙龍灣導游車示意圖····························································································19圖十一熙龍灣停車指引員示意圖·······················································································19圖十二熙龍灣迎賓員示意圖·······························································································19圖十三熙龍灣生態示意圖①·······························································································22圖十四熙龍灣生態示意圖②······························································································22圖十五熙龍灣報廣圖······································································································29圖十六熙龍灣高炮圖①·····································································································29圖十七熙龍灣高炮圖②·····································································································29圖十八熙龍灣戶外大牌圖···································································································29圖十九熙龍灣路牌廣告圖··································································································30圖二十熙龍灣網絡廣告圖···································································································30圖二十一熙龍灣延展-售樓部······························································································30圖二十二熙龍灣延展-手提袋圖····························································································30圖二十三熙龍灣延展-售樓部圖····························································································31圖二十四熙龍灣延展-書圖···································································································31圖二十五熙龍灣延展-小區標志牌圖······················································································31圖二十六熙龍灣延展-小區圖·································································································3156認識自我明確目標制定策略采取行動形象包裝視覺表現目標市場傳播策略執行計劃傳播目標產品梳理產品概念目標人群競爭策略推廣計劃表工作執行表推廣策略產品符號市場導入建議形成推廣體系營銷策略logo現場包裝廣告示例提綱摘要表一提綱摘要表7圖一熙龍灣規劃圖圖二熙龍灣區域圖1、熙龍灣三面環水的優質環境資源

未來居住中心如今地塊周邊有東部星城、東方紅郡、大觀花園等目在建、在售，根據國土資源局土地出讓計劃顯示，未來，城東將是蕪湖的土地出讓主力區塊，是未來的住中心。產品類型：高層、排屋、花園洋房主力戶型：120平米以下，別墅216-336平米。總戶數：704戶120㎡以下120—150㎡復式215—237㎡別墅218—336㎡426套(61%)234（32.8%）24套（3.4%）20套（2.8%）第一章背景梳理表二樓盤戶型表82、區域內樓盤集中上市競爭激烈潛在項目位置規模開盤時間業態方式上海正地項目三譚音悅對面31萬㎡(住宅17萬㎡）2011年商業、住宅蘇寧環球項目政務中心東門旁80萬㎡(住宅55萬㎡）2011年商業、住宅益安置業項目政務中心西門旁34萬2011年住宅

未來一年中，城東新區潛在供應量較大，將會集中上市亮相，這種競爭態勢也為本案提出了操作要求：必須走一條“和而不同”的推廣路線。“和”即憑借眾多項目的紛紛亮相，一同制造區域地塊的利好聲勢。“不同”的是，必須強調項目自身的特點和品牌優勢，而避免單純的低層面產品價格競爭。表三競爭對手分析表各界人士對城東區域的看法：專業人士：對城東的未來規劃發展清晰，認可城東的未來前景、發展潛力的同時，對于區域成熟度的時間信心不足；蕪湖市民：對城東認可其未來發展，但覺得和自己關系不大，而且認為目前城東交通和居住配套缺失，其對城東心理距離大于實際距離。潛在客戶：對城東的規劃較熟悉，對未來的發展很樂觀，認為其具備成為高檔住宅集群的潛力，看好該區域未來的投資價值。93、目標客群鎖定穩定資產層財富頂層穩定資產層富裕市民階層市民階層赤貧階層

圖三社會結構體系模擬圖本案的產品價值與特征直接決定了目標客群的階層取向。他們來自于社會經濟體系中接近層峰的部分（也有部分客戶來自新資產層）。在積累財富的過程中，他們已經進入到財富的穩定期或擁有穩定的財富收入，故經濟體系又將其稱為：穩定資產層。他們心目中的天堂前三位的是“風光宜人的夏威夷”、“優雅的巴黎”、“閑適的威尼斯”，可以發現購房者對自己獨特的見解，他們有品味，對閑適、優雅、環境優美的生活青睞有加。他們看重的生活要素主要是健康、自然、有品位和典雅、寧靜。

本案目標客群的類型：1）剛需改善型客戶：關注品質，追求生活便利性，對價格敏感度低；2）改善投資型客戶：對項目整體素質要求較高，選擇面廣，注重實際；3）資源占取型客戶：認可城東價值，對產品和環境資源要求高，對價格不敏感。

客戶生活狀態描摹：1）他們是閱歷豐富，眼界開闊，有鑒賞力的一群人；他們是城市的領袖，資本的掌控著，有著敬仰的地位的一群人；他們是有著自己的圈子，圈子活動是他們生活的重要組成部分的一群人。2）他們是城市的中層力量，有一定經濟基礎，不愿遠離城市繁華，希望給家人與自己一個好的居住場所與環境。10①Strength

１）資源優勢：本案具備絕無僅有的城市濕地公園等優質自然資源；

2）區位優勢：城東核心區域，蕪湖城市未來居住中心，高端產品規劃；3)城東板塊為蕪湖重點外擴區域，未來價值有較大提升空間；②

Weakness

1）生活基礎配套設施不完善；2）交通不便利，公共交通設施少；3）開發商知名度低，市民認知度不高。③Opportunity

1）

近年來，蕪湖市大力推行“東擴南進”發展戰略，城東成為蕪湖未來重要發展方向之一；

2）

在行政手段打壓房價向下和市場自然向上之間的博弈過程中,穩步上漲的趨勢將成為未來的趨勢；3）蕪湖市場表現為受政策調整影響較為明顯，但同時也受供應變化起伏的影響；④

Threats

1）政府調整房地產制度改革的決心不會更改，未來政策將日趨嚴峻；2）周圍各個樓盤的集中上市，對晚開盤的本案不利，競爭較為激烈；

3）本項目位于城東核心區域邊緣地帶，區域價值影響力難以與核心價值區域抗衡。

4、SWOT分析111、全面打造城市島居概念政務區高端產品及規劃稀缺環境資源客群對應的生活方式城市公園島居第二章悅居：推廣策略鴻瑞熙龍灣緊鄰濕地公園，水域面積大、生態資源良好，是個鳥語花香的好地方，而且它到蕪湖市政府只有1.3公里，到未來的城東CBD只有1公里，這里是獨一無二的！緊鄰中央公園和沿湖生態濕地，全面打造的高端住宅項目。依托產品和景觀資源，改變游戲規則，高調營銷，打造新的生活方式，重新制定區域居住價值屬性，強化區；對全市營銷，制定自身價值體系，讓熙龍灣的入市驚艷蕪湖，領袖城東。表四城市島居概念表12島：四面環水的小塊陸地成為島嶼。其中面積較大的稱為島，如我國的臺灣島；面積特別小的稱為嶼，如廈門對岸的鼓浪嶼。聚焦在一起的島嶼稱為群島，如我國的舟山群島。而按弧線排列的群島又稱島弧，如日本群島、千鳥群島等。三面臨水，一面和陸地相連的稱半島，如阿拉伯半島。島居：自古為中外高人雅士所喜愛。島居豪宅，更是有價無市。《福布斯》雜志評出“全美十大頂級豪宅”中，有3座坐落于半島——紐約半島。全球目前最流行的購房活動——買島。許多人無法在現實生活中實現，但也不妨礙他們對島居的虛擬構想，最著名的島主——癡情而又飄逸的桃花島主黃藥師黃東邪。島居，一直是人們的終極置業夢想。圖四桃花島示意圖圖五優雅島居示意圖13半島四面環水，名曰島現在熙龍灣可以實現你的島居夢想

“智者樂水，仁者樂山”，親水、親地，是人與生俱來的特質。人們都希望能在自然流動的水邊滋養智慧，過濾心靈。城市規劃的半島區域及項目規劃設計的島居理念，讓熙龍灣擁有了得天獨厚的自然資源環境。蕪湖島居規劃熙龍灣的島居規劃理念根據《蕪湖市城東新區規劃圖》，放開局面，從整個區域圖來看，熙龍灣所處的區域三面臨水，名副其實的是一個半島。熙龍灣創造獨立的小島，讓居住環境更高品質，更優雅，更生態。湖畔半島。引入水系，讓更多的地塊變成半島式，豐富景觀，優化環境。圖六熙龍灣島居示意圖圖七四面環水示意圖142、競爭戰略

面對市場：強調“以我為主”主動戰略本案在面對整個市場競爭壓力時，大可不必將競爭對手泛化。而更應該堅定不移的發掘和強調自身獨特性，強調“以我為主”的主動競爭策略。以我為主，反映在市場上，就是依據實際市場環境，堅持走自己的發展路線；用誠信和利益來吸引樓盤顧客，服務好消費者，維系雙方之間的合作關系，謀求共贏，最終贏得市場。

戰略分解:項目突破競爭、快速蓄客

1)戰略動作分解第一層面：重新構建蕪湖市場第四級未來城市中心板塊價值;城東核心價值：稀缺城市原生態景觀資源；城市政務新區的未來規劃；升值空間價值明顯；學區醫院等資源搭建等足以支撐城市新中心第四板塊的價值.2)戰略動作分解第二層面：角色的轉變——前期以挑戰者的身份，后續力圖成為領跑者;不跟區域內項目做面對面的斗爭,項目本身為前提，產品營銷發力，建立自身的價值體系競爭，逐步實現區域領導者的地位3)戰略動作分解第三層面：從形象、展示、營銷話術、方式上迅速建立差異化的高端項目定位占領市場;

依托高于市場的高端項目的園林、建筑構件,給予客戶充足的價值感觸點，塑造項目較強的品質感，建立城東新區的城市,原生態生活標準.15形象推廣熙龍灣的高端形象賣點介紹感性訴求話題炒作島居的居住方式理念導入理性訴求3、雙線并行的傳播總策略明線暗線針對項目的特殊性，確定本案雙線并行的推廣策略，即明線、暗線結合，同時進行廣告投入和事件、活動營銷，以求達到最佳的傳播效果。表五雙線并行策略表廣告投放事件/活動預告活動提供內容消費者獲知致電售樓人員

售樓處/會所/樣板區產生興趣直接前往在會所/現場舉行購買產品口碑傳播購后傳播充分認知新客戶新客戶致電或前往售樓處新客戶參與下一輪活動產生興趣表六廣告推廣體系16所謂事件營銷，是指企業通過策劃、組織和利用具有新聞價值、社會影響以及名人效應的人物或事件，吸引媒體、社會團體和消費者的興趣與關注，以求提高企業或產品的知名度、美譽度，樹立良好品牌形象，并最終促成產品或服務的銷售的手段和方式。

成功的事件營銷，關鍵在于影響力及表達項目的價值點，即在一個集中的節點，將制造和傳播事件的影響力，引起各行業各精英對本項目的關注。4、以事件營銷為主的區域營銷戰略事件一：《熙龍灣島居體驗酒會暨新品發布會》事件背景：項目開盤事件內容：熙龍灣產品發布及簽約酒會。事件對象：通過熙龍灣邀請登記客戶。事件的目的和出發點：通過設置高端傳播議題，達到內部傳播渠道和外部傳播渠道的深度整合，最終將開盤事件（或成功開盤的信息）水到渠成地公之于眾，形成極其有利于擴大項目影響力的連鎖效應。活動地點：熙龍灣會所

事件二：《蕪湖城東發展規劃&島居文化研討會&大型論壇》事件背景：項目知名度建立事件內容：蕪湖城東發展規劃，詳細解讀程度的發展規劃、濕地公園、未來前景等事件對象：通過蕪湖政府部門、蕪湖知名人士、蕪湖重量級人物的討論及演繹。事件的目的和出發點：通過邀請名人，吸引關注；通過政府部門及官員詳細對城東區域的詳細解讀以及報紙、電視等媒體的跟蹤報道，形成極其有利于擴大項目影響力的連鎖效應。活動地點：熙龍灣會所175、先聲奪人的營銷推廣步驟

一部具有精彩開頭的電影，才能讓消費者更有信心和激情期待整部電影；熙龍灣，牽手魯豫有約節目、著名影星葛優先生，助力鴻瑞強勢發聲，講述國際濕地生態生活的故事和理想，樹立起項目高端、生態的生態住區形象；同時先期推售占據最佳景觀、最佳區位的排屋房源的房源，一炮打響，在社會上形成良好的口碑，提升了熙龍灣的社會形象及樓盤知名度，在短時間內夯實公認蕪湖地位。圖八熙龍灣推盤圖項目前期形象高調啟動；現場高端明星陣容，葛優的良好形象代言，樹立起項目高端、生態的住區形象；邀請蕪湖政界領導，現場進行濕地公園的未來規劃展望，塑造項目未來區域的價值，擴大市場影響力；鳳凰衛視主持人-陳魯豫：知名度高，既是嘉賓又是主持人，攜手葛優，鴻瑞熙龍灣講述一個關于濕地生態的故事。圖九主持人效果圖186、小眾制勝大眾為輔的媒介推廣策略針對性小眾媒體選擇建議高端的客戶，就是一個目標客戶的圈子。針對這個圈子，有針對性的投放廣告。媒體選擇:DM,小冊DM投放形式：以實名制的形式，直接將項目小冊寄送于目標客戶。小冊投放形式：與銀行、高端車行合作，資源共享，將小冊直接置放在銀行、高端車行中，或通過各公司以會刊等形式寄送于客戶群手中。同時小冊以故事敘述的方式把項目細節娓娓道來，從而使目標群體對項目產生價值感。產品營銷推廣中的要點：細節展現產品品質：置業顧問最具競爭力的解說、極致的銷售服務體系、高品質的氛圍營造置業顧問解說：關于產品競爭力，置業顧問的解說好壞直接決定客戶心目中的價值排序。本項目的島居生活凡是，凸顯項目高端價值的方式就是通過銷售與客戶接觸時生動的一對一的解說。“島居生活目前在全世界也只有少數人能享受的島，而且是都是國際最頂尖的認識，蕪湖真正的島居生活也就是我們項目。”諸如此類的針對細節的說辭將貫穿講解始終，客戶從沒有接受過如此生動的解說，怎能不被打動？銷售服務體系：將服務做到極致，脫離市場的同質化競爭，舒心的客戶體驗成為客戶購買的核心因素。在競爭激烈的蕪湖城東市場，擁有多個為人認可樓盤，在品質、規劃、產品等多個方面各樓盤均處于同質化競爭態勢中；在這樣的背景下，極致的銷售服務體系將是項目脫穎而出的關鍵。其銷售服務體系貫穿客戶購房流程的每一個細節環節，客戶也親身體會到在此購日后會享受到的服務，這種服務成為客戶購買該項目的重要因素；氛圍營造：在銷售的過程中，現場氛圍對購房者有著極大的影響。需要有與之匹配的品牌的氣質支持，使其為項目形象的樹立提供形象支持，使消費者有一個可感可知的銷售現場。19配備高檔看房車，增加項目的品質感及尊貴感。停車指引員，佩帶耳

麥，引導客戶停車同

時通知售樓處準備迎

接貴賓。管家式迎賓，在售樓處門口安排獨立的迎賓或規定銷售人員在門口迎接。圖十熙龍灣導游車示意圖圖十一熙龍灣停車指引員示意圖圖十二熙龍灣迎賓員示意圖氛圍營造201、全方位的推廣宣傳開啟島居元年階段主題：開啟城市公園島居元年階段任務：強勢出擊市場，以核心利益點直接吸引市場的關注認同，產生偏好度，快速積累意向客戶；期間包含展示中心以及房交會等一系列活動持續打擊市場，配合大眾渠道的全方位的推廣宣傳，高調揭幕項目的第一戰。階段重點：售樓部開放、房交會媒介選擇：報紙廣告產品出發，區域覆蓋，擴大知名度。戶外廣告圍繞產品核心賣點及開盤信息釋放，積累客戶。網絡廣告產品賣點傳播，開盤信息釋放，積累客戶。電臺廣告擴大知名度，直接產品賣點傳播。DM直投綜合項目賣點，大面積投放，積累客戶。短信綜合活動及開盤預告，區域性短信投放。第三章悅動：活動營銷標題：開啟城市公園島居元年隨文：從夏威夷到巴厘島，從馬爾代夫到馬洛卡，島居，成為城市最奢華的藏品。鴻瑞·熙龍灣，城市新中心的生態地標，全面開啟蕪湖城市島居時代，成為城市的珍藏！報廣文案示例一：2122主要活動：一、與《大江晚報》聯合舉辦專欄：島居文化體驗&島居生活方式探討世界著名旅游島嶼與居住。保持每周一期的頻率。二、濕地公園攝影大賽，原生態的環境攝影，獲獎作品作為樓書素材和售樓部裝修的展板等。因現有的環境，照片以擷取某個場景或部分圖片即可。圖十三熙龍灣生態示意圖①圖十四熙龍灣生態示意圖②23主要工作事項：事項內容年度推廣方案年度推廣主題、經營目標、推廣策略、媒體組合、工作計劃階段執行方案階段活動執行方案媒體聯系戶外、報紙、網絡、電臺、雜志等（以年度為基礎談）活動嘉賓活動方案/籌備/物料設計三系列SP活動活動方案/籌備/物料設計《媒體樓書》基礎素材準備、文案撰寫、設計版面報紙專刊/夾報版面預定/創作完成宣傳戶外、網絡、短信住宅策略策略整合論壇主題活動活動方案/籌備/物料設計表七工作安排表24階段主題：島居之悅階段任務：

基于島居生活的提念及在市場的宣傳，提高到情感高度。階段重點：

實效營銷活動、銷售策略調整以產品解構及項目自身環境解構為主、開盤、客戶關懷活動。

2、島居之悅初創品牌形象大眾媒體：報廣——大江晚報、蕪湖日報(新聞、軟文、硬廣)、戶外（高炮、工地及道旗沿路包裝，蕪宣高速高炮）小眾媒體：網絡：蕪湖365，搜房蕪湖，網絡媒體投放（網站通欄，專題論壇等）雜志：蕪湖樓市，視覺經典廣播：蕪湖本地汽車電臺及電視臺

DM：蕪湖銀行卡客戶及部分奇瑞集團等大型企業客戶短信：活動信息告知本階段媒介重點：戶外+報紙+網絡媒介選擇：鴻瑞?熙龍灣+LOGO城市島居灣岸筑品一江一城一墅開啟城市公園島居別墅生活元年熙龍灣悅享城市生活2011年重要作品悅墅榮耀面市報廣示例二：2526主要工作事項：事項內容排屋首次開盤活動方案、場地、氛圍包裝等銷售物料樓書、戶型冊、DM文案、設計、制作定向推廣車友會、銀行VIP直郵等雜志主流高端雜志廣告（視銷售情況投放）本階段媒體投放安排：事項內容報紙(大江晚報,蕪湖日報)排屋住宅首次開盤前三次整版電視開盤信息報道短信開盤信息電視項目開盤信息+項目形象電臺廣告項目形象+開盤信息網絡（蕪湖房地產網）項目形象+開盤信息(專題更新)表七工作安排表表八媒介安排表273、心悅之享打造品牌意境階段主題：心悅之享階段任務：高層的預熱及尾房的價格值點升。本階段媒介投放安排:事項內容報紙(大江晚報,蕪湖日報)排屋二次開盤+火爆熱銷信息短信開盤信息、SP活動電臺廣告開盤信息+城市公園島居生活網絡（蕪湖房地產網）項目開盤信息+城市公園島居生活表八媒介安排表

活動系列：生活方式體驗活動，周末旺場活動給客戶最直觀不一樣的原生態生活體驗美國美食節瘋狂啤酒節鄉村音樂節釣魚比賽露天電影院攝影比賽手工藝沙龍家裝沙龍活動內容：公關活動是維護客戶關系的重要法寶，增加戶外生態生活的體驗感。28第四章悅品：視覺表現1、厚重沉穩的logo設計“熙”在漢語詞典中意為“振興、光明”，“熙龍灣”顧名思義即巨龍騰飛。棕色凸顯出它的古典優雅格調。在金色光芒的襯托下，更加彰顯了它的渾厚與騰達。292、各媒體設計表現圖十四圖十七熙龍灣高炮②圖圖十八熙龍灣戶外大牌圖圖十六熙龍灣高炮①圖圖十五熙龍灣報廣圖30圖二十熙龍灣網絡廣告圖圖十九熙龍灣路牌廣告圖圖二十一熙龍灣延展-售樓部圖圖二十二熙龍灣延展-手提袋圖

3、應用系統表現31圖二十三熙龍灣延展-售樓部圖圖二十六熙龍灣延展-小區圖圖二十五熙龍灣延展-小區標志牌圖圖二十四熙龍灣延展-書圖32第五章營銷費用總預算初步預算總營銷費用1200萬，占總銷售額6億元的2%。備注：不含售樓處、樣板房裝修費用；序號費用(萬元）7月8月9月10月11月12月1月2月3月4月5月6月合計1媒體12010705050505060506060456752物料020505000105050953活動00105030201010201010201904外展場1010101010101010101010101205其它1010101010101010101010101206合計14050105120150908010095909585120020122011表九總營銷費用表Youenjoy.Weserve.

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