Through the preliminary analysis of the Runye Garden project, we feel that this will be a very malleable project. Through professional marketing and planning operations, it will not only reflect the strength and image of the developer, but also It should be unique in the small high-rise market.

After a long period of market research, based on the background reflected in the market and combined with our own accumulated experience, our company puts forward market sales suggestions for your reference.

If we are lucky enough to become your company’s partner, we will provide you with a systematic and highly feasible marketing planning report based on specific information to satisfy your company’s vision.

Zhongcheng Weiye Real Estate Marketing Management Co., Ltd.

Table of Contents

1. Market Background

2. Project Analysis

4. Customer source positioning

5. Product suggestions

6. Proposal strategy

7. Advertising Strategy

Eight. Sales Execution

Nine. Company Profile

Ten. Cooperation Model

One. Market Background

Jinan’s real estate market is becoming increasingly standardized and is on the rise as a whole. In the process of market development, our company believes that it can be divided into two stages. The characteristics of the market components at each stage are briefly analyzed as follows:

After 20xx, the transitional stage from oscillation to standardization

Customer source characteristics: The customer source level is wide, the demand is diversified, and they tend to be rational in real estate purchase and consumption psychology. At this time, retail consumption gradually becomes Market main force.

Characteristics of developers: Due to the pressure of competition, developers actively seek new development concepts and gradually accept marketing planning concepts. At the same time, the advanced concepts brought by professional sales talents also affect the developers’ thinking. It began to pay attention to customer demand and gradually moved closer to the route of determining sales based on production. Brand awareness has been greatly enhanced, and a large number of foreign development companies with strong strength and advanced concepts have focused on the good development prospects of Jinan's real estate market and have seized the Jinan market. At the same time, due to the government's unified management of land resources, land prices began to rise, which prompted development companies to move out of the huge profit stage and profits became more reasonable. At this time, some small businesses with weak financial strength, imperfect management, and outdated development concepts will face severe challenges.

Features of the project: The products are diversified. While still focusing on multi-layer construction, small high-rise buildings are gradually recognized by the market, and high-rise buildings also occupy a certain market share. Regional restrictions are increasingly broken, community planning becomes more reasonable and distinctive, and the quality of communities continues to improve.

Sales characteristics: prices tend to be reasonable, the market is consolidating, marketing concepts are gradually accepted by the market with the intervention of professional sales agencies, personnel are becoming increasingly professional, and publicity methods are constantly being renovated.

Under the above market background, major changes have taken place in several aspects such as customers, market and developers:

1. Changes in customer needs

? Customers who can afford properties priced below 2,500 yuan/m2 have shifted from simply pursuing living requirements and project quality to pursuing comfort, safety, and privacy.

For customers who can afford the price of 2,500-4,000 yuan/m2, on the basis of pursuing the above requirements, they will pay more attention to the personality, connotation and appreciation potential of the real estate, and have stricter requirements for the overall planning of the community.

?Customers who can afford more than 4,000 yuan/m2 have made a qualitative improvement compared to the first two types of customers. When choosing a real estate, the most important thing is to enjoy and pursue a concept and connotation. At the same time, we also pay great attention to the qualifications of the developer, the popularity of the building, and the community environment.

2. Changes in the market environment:

Geographical environment: Regional restrictions are gradually broken, and the market develops in an all-round way, from the traditional use of location to create brands, to the creation of brands and locations.

Product environment: Products are diversified, multi-layer is still the main force, small high-level products develop rapidly and are gradually accepted by the market.

Among them:

The development of small high-rise buildings is divided into three stages:

(1) The small high-rise community Quanjing x Four Seasons Garden developed in 1999 is marked by , small high-rise entered the Jinan market as a new development concept, and introduced the southern advanced marketing model and packaging planning, focusing on early publicity, causing a huge impact, and early sales achieved good results.

(2) Marked by the large-scale development of point-type small high-rises such as Jintai Garden, Hongxi Garden, Daming Cuiting, and Golden Crown Garden, the small-scale high-rise market has entered a stage of fierce competition. At this time, developers are pursuing high-rise buildings. The floor area ratio and high profit margin have led to the high price of small high-rise buildings, and the disadvantages of point-type small high-rise buildings have gradually been exposed. Therefore, the point-type small high-rise buildings have shown a short-lived trend.

(3) The market is guided by the choice of customer sources, and has once again turned to the development of community-oriented board-type small high-rise buildings, and is increasingly showing the characteristics of scale and branding. The representative real estate at this time is Lidong Garden, Huiyuan Home.

3. The changing trend of developers

? The development concept has changed from the traditional single model to the direction of diversification, humanization, characteristics and idealization, and gradually established a brand concept , have a strong sense of competition.

Marketing: Intense competition has led to the continuous renovation of sales methods, from greening, intelligence, ecology, and payment methods to today’s concept, scale, brand, and marketing It has increasingly become a full-scale planning behavior. We must pay attention to preliminary preparations, be familiar with the local situation and integrate it, and understand the customer's mentality.

2. Project Analysis

1. Basic situation:

This project is located at the east end of Jiefang Road, Jinan City, and is adjacent to the cid (Technology and Business Central District) of Jinan City in the west. ) Shanda Road is a key project of the municipal government. Its rise will surely radiate to the surrounding areas, thus boosting the prosperity of the regional economy. It is adjacent to the High-tech Industrial Development Zone to the east, where many well-known international and domestic companies have invested. This project is located in the middle of these two development areas, with convenient transportation and huge potential for appreciation in the location.

2. Analysis of regional consumption power:

Economic level:

The main force of the overall consumer group is still the middle and high class who pay more attention to the quality of life, and the social level is also based on government agencies. Mainly staff.

With the continuous improvement and completeness of surrounding living facilities, this area will become a gathering place for high-end real estate. This will also break the original regional consumer groups and scope and become a hot spot for cross-regional consumption.

3. Customer source positioning:

Since this case is a mid-to-high-end real estate, subject to price restrictions, the customer source is relatively narrow. According to the region, social status, and purchase intention of the customer source, , house purchase time and other differences are analyzed as follows:

(1) Local customer sources:

This type of customer source is the basis of this case’s customer source and is the main source of early customers. We The company believes that there are mainly the following types:

Private owners: have a relatively strong economic foundation, a relatively stable career, extensive social relationships, and enough leisure time to taste and enjoy life, and are interested in new ideas. Strong acceptance, but with calm thinking and judgment, most of them are second-time home buyers. Pay more attention to the location and corresponding appreciation potential.

Government officials: These people have a high social status and stable income. Most of them already have housing allocated by their work units, but they hope for a more private and high-end living space. This group of people has higher requirements for quality, safety, privacy, community planning and supporting facilities.

Senior white-collar workers: This type of customer has the characteristics of high education and high income, and pursues a high-quality living atmosphere to highlight their own value. This part of the customer base is more concerned about community grade, supporting facilities, popularity, etc.

Young successful people: These people have flexible thinking, higher income, high social status, and pursue a modern upper-class life. This type of customers mainly choose small apartments, but the proportion is limited.

Summary: Most of the local customers are second or third time home buyers, and their main demand is for standard apartment types.

(2) Foreign customer sources

This type of customer source is necessary to complete the overall sales of this case and establish the brand on a larger scale and at a higher level, and can be divided into the following Type

Senior managers of out-of-town enterprises in Jilin: Most of these people are expatriates, have high incomes, are single, pay attention to the taste of life and the promotion of personality, and at the same time hope to have a warm and private living environment. Pay more attention to brand, location, transportation, supporting facilities and entertainment.

Senior managers of foreign-funded enterprises in Jilin: After joining the WTO, foreign investment will greatly increase, and the number of external managers will increase. This type of customer base mainly pays more attention to supporting facilities, transportation, property management, and intelligence, and will become The focus of customer source development in the later stage of this case.

3. Project Positioning

This project is located in Jinan City, with complete living facilities and municipal supporting facilities, and a good natural and human environment. Compared with other competing properties, it will occupy a larger share in the future market competition. It has advantages that other real estate properties cannot match. Therefore, our company recommends positioning this project as: a house that can nourish people? Nourish the urban aristocracy.

To sum up, among the target customers of this case, the main demand points are as follows:

1. Superior geographical location.

2. There are sufficient traffic routes.

3. Municipal and community facilities are relatively complete.

4. The community planning is reasonable.

5. High level of intelligence.

6. It has strong appreciation potential.

7. The apartment layout is practical and comfortable.

5. Product Suggestions

Since this case does not have outstanding scale advantages, the country should achieve "I have what others don't have" in terms of supporting facilities, and rely on unique products. The internal facilities further enhance the level of this project. The specific suggestions are as follows:

(1) Community supporting facilities

1. Heating: Korean-style floor heating system

Reason: a There is no radiator and its branch pipes, which increases the usable area and is suitable for placing furniture.

bThe room temperature is balanced and stable, and the temperature of each room can be independently adjusted and controlled, with

fitness function.

c Radiant heating, no air convection, hygienic and clean.

It is convenient to install floor-to-ceiling windows.

2. Doors and windows: The divided door is equipped with a video intercom security door, the interior is made of wooden plywood doors, the living room is equipped with ground windows, and other rooms are equipped with double-layer hollow plastic steel window.

3. Security system: comprehensive anti-theft automatic control system, infrared alarm system, fire elevators, and automatic induction devices installed in public places to monitor fire conditions at any time .

4. Information system

Wired telephone: urban standard cable TV signal and satellite TV system.

Communication facilities: Two idd telephone jacks are reserved.

Network: Broadband network is connected to the home, and pipelines are reserved.

5. Kitchen and bathroom: The walls are inlaid with high-end artistic ceramic tiles to the top, non-slip floor tiles are laid, and they are equipped with a complete set of high-end kitchen utensils and purified water.

6. Bathroom: The walls are inlaid with ordinary ceramic tiles to the top, non-slip floor tiles are laid, and there are three basins.

(2) The multi-story commercial building in this case is located along the street. It is recommended that the roof be constructed with a shape that can represent the style of this case, rather than a flat roof.

(3) Exterior materials and colors

It is recommended to use high-grade paint with a three-stage color. The bottom part should be dark brown or ocher, and the middle part should be beige or medium yellow. The upper part is light yellow or white.

Reason: a. Paint is easy to clean and can be repainted to make it look brand new. If water seepage occurs in the wall, it is easy to detect.

However, it is difficult to detect when using tiles.

b Brown and ocher colors best reflect the sense of layering and era of this project. The overall warm color combination shows the unique era feeling of a sunny residence.

(4) Greening layout: According to the volume coefficient of the community, this suggestion is that in principle the entire community should follow a small and refined route, and use exquisite small scenes to enhance the community atmosphere. In terms of greening layout, we should strive to achieve three-dimensional greening; that is, grassland, shrubs, and plants should be matched and combined with each other. Use unique garden style to enhance the cultural and environmental charm of the community and enhance the image of the community.

(5) Planning and layout: While fully satisfying the needs of landscaping, it is necessary to appropriately increase the construction of fitness facilities and introduce health themes into the community. This is not only a need for brand promotion but also a true manifestation of responsibility to the owners. This is very convenient. Easily arouse consumer recognition.

(7) Apartment style: Floor-to-ceiling windows design, all rooms are bright, allowing customers to truly feel the feeling of sunshine.

6. Proposal Strategy

(1) Location selection of the sales office:

Our company recommends that the sales office be moved to the vicinity of the main road, on Jiefang Road. A luxury sales office with real estate characteristics and culture is built and decorated nearby.

Reasons:

(1) This area is the main road in Jinan, with a high level of personnel and a large potential for customer sources.

(2) The turnover of personnel is large and it is easy to expand the popularity.

(3) The transportation lines are well developed, making it convenient for customers to consult.

Disadvantages: high investment costs.

(2) Operational stages and purpose of project promotion

The operation of this project starts from the off-plan housing. Our company recommends that the operation of this project be divided into three stages:

The first The first stage: establish market sentiment, cause market impact, create a real estate brand, and withdraw funds.

Reasons:

(1) This case is developed at the same time and requires a large amount of funds. The return of funds in the early stage is of great significance to support the later development.

(1) Sales success in the middle and later stages mainly depends on the good market sentiment established in the early stage, thus forming a virtuous circle. Therefore, whether this case can be resolved as soon as possible, The key lies in whether you can build market sentiment in the early stage and cause a market sensation.

At this stage, attention should be paid to the early price setting, and the requirements should be integrated with the overall situation to pave the way for the middle and later operations.

Reason:

Price is an extremely important part of the entire marketing strategy. If the price connection throughout the entire stage is not good, it will lead to the failure of the entire project (such as Daming Cuiting due to price Unreasonable formulation leads to setbacks in the market.

)

The second stage: establish a brand, expand the customer base based on local customer sources, and create relatively high profits

Reasons:

(1) The sales in the third stage mainly rely on the brand support established in the first two stages.

(2) In the second stage, the popularity and brand of this project have been established. If the customer source can be expanded to a wider range, it will create more opportunities for establishing the real estate brand company image and creating profits. for favorable conditions.

The third stage: obtain the highest profit and raise the developer's image to a higher level through the real estate brand.

(3) Price Strategy

The current market competition is fierce, the operation cycle should not be too long, and it is not suitable for large-scale price adjustments. Therefore, our company recommends entering the market at a lower price in advance. , attract market attention, build popularity, make fine adjustments as the construction period progresses, and make major improvements in the three stages of zeroing out, main body capping, and completion to stimulate the market.

After the overall operation is completed, the average price will be controlled at 3,500 yuan/square meter. The specific promotion strategy and price formulation at each stage will be reported to your company for reference after the two parties confirm the cooperative relationship.

VII. Advertising Strategy

(1) Main appeal points:

Highlight the unparalleled internal advantages of the community, so that people who know how to live choose to know how to raise People’s houses? The main appeal point.

Reason: The internal advantages of this project are unique and unmatched by other real estate projects. This project started to be sold off-plan.

If you simply promote the quality of the community, there will be credibility problems, and the natural environment Its advantages

The building form of small high-rise buildings is obvious and easy to be accepted by customers. It is relatively easy to generate buzz and cause market impact.

(2) Appeals during each sales period

1. Guidance period: Early guidance can be provided through soft advertisements, theme publicity activities, etc., mainly introducing the geographical advantages of the community and the development of internal supporting facilities concepts etc.

2. Opening period: Focus on environmental advantages, combined with flexible payment methods and preferential measures to attract customers and build popularity.

3. Normal sales period: After entering the official sales period, under the unified guidance of the main appeal points, the quality of the unit type, supporting facilities, greening, transportation, culture, commerce, scenery and other qualities will be displayed in stages to make it a A campaign.

Reasons:

(1) It can fully demonstrate the overall advantages of the community.

(2) The independence of the advertisements launched in each issue can be maintained, that is, the promotion theme is clear. It can continuously maintain market freshness and have lasting impact.

(3) Advertising media selection

1. Television? Mainly image advertising, combined with variety show advertising.

2. Newspaper? A combination of soft advertising and hard advertising. Guide through soft advertisements in the early stage, and impact through hard advertisements during the official sales period

3. Bus body? Mainly choose buses that can go directly to the project and pass through important public venues and other prosperous areas.

4. Radio? Choose a radio station with wide coverage and high listening rate, such as the Sound of Traffic Music.

5. Three-dimensional animation? Show the internal scenery and internal facilities of the community in advance to build consumer confidence. The use of high-tech publicity methods can further enhance the developer's brand strength.

8. Operation and execution arrangements

Based on many years of planning agency experience, our company has summarized a set of rigorous project operation procedures. The entire work arrangement based entirely on the market, through the operation of our professionals, is enough to ensure that any excellent planning idea is fully realized.

(1) Preliminary market survey stage (first phase)

First phase personnel arrangement

1. Market research and analysis

2. After the brainstorming meeting of the market research results summary task force, the market research leader and the project manager *** jointly prepared the market summary

3. The property planning research and judgment task force brainstorming meeting

4 , Marketing direction and ideas (suggestions on opening time, construction and layout of sales offices and model houses)

5. Planning report outline project planner to write

The main scope of work at this stage This is to conduct detailed market research on this case and prepare a market research report. After getting familiar with the planning situation of this case, combined with the results of the previous market research, a brainstorming meeting was held to initially confirm the marketing planning direction of this case and prepare a preliminary planning draft. After negotiating with the developer ***

to revise and confirm the planning content, the second phase of the work will be carried out.

(2) Sales preparation phase (second phase)

Second phase personnel arrangement

1. Decision on the main content of the formal submission of the marketing planning report :? Target market positioning? Sales strategy formulation? Promotional measures and appeal points? Advertising goals and objectives? Preparation of advertising budget? Graphic production design requirements (suggestions on the style of the booklet, DM and single page production suggestions, poster suggestions, and exhibition board content suggestions) etc.)? Suggestions on on-site pop layout? Suggestions on sp activities? Media selection and arrangement. The brainstorming meeting of the project team is written by the project planner of this project, with the assistance of advertising planning, and the report is completed.

Meeting between our company and the developer (to determine advertising, marketing expenses, media plan, sp activity plan, etc.) -----

3. Advertising plan and copywriting design Review task force brainstorming meeting: Advertising planners, computer designers, planners, and project managers take the lead, and developers confirm and grasp.

4. Review and correction of print samples

5. Specific contents of on-site pop layout:? On-site wall decoration? On-site banner and pennant layout? On-site light boxes and signs? Exhibition boards and models Production? Sales office decoration and layout? Sales office guidance sign? Model house decoration and layout. Our company and the developer jointly produce and supervise

6. Long-term media arrangement in the urban area

7. Preparation of sales documents and project planning

8. Compilation of sales presentation materials

9. Salesperson training and assessment project managers, project planners, advertising planning, etc.

10. Review and arrangement of real estate newspaper advertisements by advertising planners and project managers

11. Sales and business card printing advertising planning specialists supervise the completion of advertising companies

This stage is basically planning To implement the content of the report, our company will assist the developer in contacting, contacting and supervising the advertising company at this stage, communicate with the developer in a timely manner, and assist the developer in on-site layout; conducting business Staff training, and preparation and implementation of all sales materials.

3. Sales stage (third stage)

Person in charge of the third stage

1. Implement the advertising plan and obtain the confirmation from the developer. Company specific implementation.

2. On-site sales statistics and monitoring project managers and planners

3. Statistics and notifications on phone volume, customer volume, and transaction volume

4. Price Response and review

5. Advertising effect statistics advertising planners, planners, project managers

6. Advertising effect review

7. Sales strategy adjustment task force Brainstorming meeting, and implemented by planners and advertising planners

8. Advertising strategy adjustment

9. Sales situation analysis and forecasting task force meeting

10. Meeting arrangements

? Weekly meetings with project managers to report on sales, understand project progress (with developers), and investigate sales staff feedback

? Monthly meetings with project managers, plan projects and development The merchants conduct sales work summaries, formulate monthly sales plans, and formulate advertising plans.

Stage sales meeting project managers, planners, advertising planners and developers conduct sales stage summaries, sales situation analysis and forecasts, and overall plans and arrangements for the next stage

I highly recommend

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