We have to admit that there are indeed many defects and deficiencies in the current commercial real estate marketing planning. If it is not actively improved and adjusted, it will inevitably affect the healthy development of the commercial real estate industry. Therefore, it is particularly necessary to actively explore the existing problems and countermeasures in the current commercial real estate marketing planning.

First, the current commercial real estate marketing planning problems

According to the investigation of current commercial real estate marketing planning, there are profound reasons for the irrationality of current commercial real estate marketing planning. If not actively improved and adjusted, it will directly affect the effect of commercial real estate marketing planning. Specifically, it is mainly reflected in the following aspects:

1, the starting point of commercial real estate marketing planning is inaccurate, which is a mistake that many commercial real estate developers are prone to make at this stage. Mainly reflected in the following two aspects: First, it is unreasonable to believe too much in the relationship between sales performance and advertising marketing, and think that as long as the real estate marketing planning is done well, better sales success can be guaranteed. Under such a wrong ideology, more and more commercial real estate developers began to invest more money in marketing planning, ignoring marketing efficiency; Secondly, the selling point of the current commercial real estate marketing planning scheme lacks characteristics, and excessive speculation will often lead to the situation that the marketing content does not match the characteristics of the actual commercial real estate products. This kind of marketing planning scheme divorced from reality is often difficult to achieve the ideal publicity effect. Taking concept hype as an example, it often exists in name only, which will arouse consumers' disgust over time and fail to achieve any marketing effect.

2. Commercial real estate marketing planning ability is very insufficient. The lack of marketing strategy ability of commercial real estate is mainly manifested in the outdated planning scheme and lack of actual competitiveness. By summarizing the actual commercial real estate planning scheme, marketing planning lacks new elements and innovative spirit. In most cases, marketing is homogeneous, and publicity is carried out from the aspects of materials, ulterior motives and architectural features. Of course, this is not only related to the imperfect innovation mechanism of commercial real estate product development, the fashionable elements of commercial real estate buildings and the concept of modern decoration, but also has internal factors, that is, the planning ability of commercial real estate marketing team is insufficient, and it is difficult to realize targeted commercial real estate marketing planning by combining different products.

3. The compilation of commercial real estate marketing planning is very lacking in forming a perfect and scientific commercial real estate marketing planning scheme, and it is often necessary to make full preparations, that is, to carry out market research. But in fact, many marketing planning departments did not do enough market research when determining the planning method. The specific manifestations are as follows: conducting a single survey, ignoring the scale of the real estate, taking the value at will, and generally speaking, the planned publicity content often cannot show all the information of the real estate; The planning scheme is programmed and mechanized, divorced from the actual situation of the real estate, ignoring the consumption power of consumers and overemphasizing the high-grade nature of the real estate, which leads to the blindness of planning.

Second, the commercial real estate marketing planning problem solving strategy

1. Establish a correct concept of commercial real estate marketing planning. To put it simply, to establish a correct concept of commercial real estate marketing planning is to correctly examine the effect of marketing advertisements, and to ensure that advertisements are targeted while seeing their positive effects, rather than being linked to actual sales performance. Therefore, it is necessary to actively do the following work: avoid the phenomenon of planning speculation, avoid blind speculation, realize the control and management of advertising expenses, and ensure the reasonable play of advertising investment benefits; Establish the basic principle of seeking truth from facts, from the standpoint of consumption, achieve the authenticity of advertising planning content and the pertinence of planning methods, and ensure the best information for consumers.

2. Building a professional marketing planning team is also the key to solve the current commercial real estate marketing planning problems. Therefore, it is necessary to do the following work well: First, based on improving the professional quality of on-the-job marketing planning team members, actively carry out professional marketing planning training, so that they can keep in touch with brand-new marketing planning knowledge to continuously improve their marketing planning ability; Second, establish and improve the evaluation mechanism of marketing planning scheme, realize the integration of marketing planning scheme with the procedures that consumers are interested in, the degree of consumer participation and the actual sales performance, realize the assessment of specific marketing schemes, thus realizing the rewards and punishments for the corresponding marketing planning scheme personnel and mobilizing the enthusiasm of marketing planning personnel to the maximum extent.

3. Realizing the scientific positioning of marketing planning and making full preparations for marketing planning are the keys to ensure the scientific positioning of marketing planning. To this end, we need to do the following work: First, actively do a good job in market research, collect and sort out the most cutting-edge market data, and realize the prediction of architectural prospects on the basis of a comprehensive understanding of major consumption forces and capabilities; Secondly, on the basis of the forecast report, the ability evaluation of commercial real estate products is realized, and with the help of computer information technology, the construction of specific data network system is realized, which lays a solid data foundation for formulating marketing planning schemes; Third, define the target consumer groups of commercial real estate, and analyze their income and purchasing power, so as to clarify the consumption needs of different classes, and then determine the demand degree of their apartment types, and on this basis, realize the definition of consumption targets.

Three. Concluding remarks

Theoretically speaking, the marketing planning of commercial real estate should be based on the market demand of customers, establish the overall marketing consciousness, ensure that the marketing planning is consistent with the sales situation, and then make the marketing planning of commercial real estate truly realize the economic benefits of development projects.

Commercial Real Estate Marketing Planning (2)

I. Overview of the plan

In view of the sales target that Zaoyang Guang Cai Industrial City needs to pay back 300 million yuan in 20 15 years, the following market analysis and sales plan are formulated.

Second, opportunities and problems analysis

Relying on Bai Meng Group, this project has sufficient commercial support and rich professional market operation experience. It has also been unanimously recognized by the market and the people of Zaoyang, and the fact that it can reach 1400 subscriptions from the first opening is enough to prove it.

1, opportunities and challenges analysis

Based on the influence of Xiangyang Bai Meng, the people of Zaoyang have high hopes for Baimeng and are full of expectations for the smooth completion of Baimeng Industrial City. However, in recent years, Zaoyang Vientiane City, Seoul and other business models imitating Bai Meng have appeared in Zaoyang City, taking away a group of investors and self-employed, but they have also hurt a group of investors and self-employed because of their unprofessional and irresponsible. What we need to do now is to win back the trust of our customers, but they are back in the arms of Bai Meng.

2. Advantages and disadvantages analysis

Zaoyang Baimeng Guangcai Industrial City is unique in terms of location, scale, planning, logistics, warehousing, office facilities and government support. However, at present, the overall packaging and promotion of the project has not interpreted the atmosphere and aircraft carrier-like momentum of the project itself. It is a great challenge to start several sectors at the same time for a mega-project of nearly one million square meters, whether it is planning, construction, publicity, planning and personnel. It is not a problem to complete the payment of 300 million yuan in more than three months 103, but at present, the market preheating, image going out, sand table model making, various media resources determination, customer storage, various policies formulation and personnel have not started, so it seems very difficult to complete the payment target of 300 million yuan.

3. Problem analysis

Up to today, a total of 1 12 groups have been approved, only 33 days before the opening of1October 28th 10. According to the current daily average of 3 or 4 groups of visitors, 105 groups of new customers can be added on October 28th. A 70% turnover rate can increase the recognition of 74 groups. Plus the previous cumulative subscription to 189 group. Only when all funds have been subscribed will the 105 group of funds be subscribed. According to the conversion rate of 70%, the actual transaction 132 groups, 500,000 sets, and the opening price of 65.98 million can complete the sales. It took half a year of preparation to achieve results. If you want to complete the sales of nearly 500 million yuan in just three months and actually pay 300 million yuan, it is obviously impossible according to the current call volume and visits. The established commercial real estate market generally follows the principle of "sales are fixed, investment comes first", and the businesses that have signed contracts at present have also attracted the attention of investors and self-employed. Publishing the information of settled businesses can play a positive role in promoting investment and sales.

Three. target

1, financial target

The first phase of standard shops, commodity cities and home hypermarkets completed sales of 500 million yuan, with a return of 300 million yuan.

2. Marketing objectives

The remaining 500 standard shops in the first phase can be sold, all of which can achieve sales of 200 million yuan and 500 million yuan, and the actual payment can be 1 10,000 yuan and 500 million yuan. Commodity city and home hypermarket must complete sales of 250 million yuan, paid 1 and 500 million yuan. Reverse transactions 1 0,000, complete 1 0,428 groups, complete 2040 groups. According to the cycle of 1.03 days, 20 groups of new customers are received every day on average. It is hosted by three stores at the same time, and each store receives 7 groups of new customers every day.

Fourth, marketing strategy.

Target market: high-income families, self-employed individuals and civil servants in Zaoyang, aged between 35 and 55. Product positioning: a pure commercial real estate investment project with low risk, low investment and high return. Price: The price is slightly higher than the market level.

Distribution channel: 1. Through a professional advertising company, the whole project is designed and produced with repackaged materials (including outdoor advertisements, newspaper advertisements, posters, loushu, leaflets, folding pages, paper cups, handbags, etc.). ) .2. Plan the project positioning, promotion, marketing and various publicity activities through professional business planning companies. 3. Establish an elite sales and investment promotion team, combine investment promotion and sales, and maximize the use of customer resources. 4. Service: Provide comprehensive commercial property management.

Advertisement: 1. In view of the opening of the first phase of the standard store in 10/0/0/28, a new set of advertising pictures and copywriting was designed, focusing on promoting the super-large commercial aircraft carrier and providing customers with the greatest commercial guarantee. 2. Design a set of brand advertising pictures for the upcoming home hypermarkets and commodity cities, and gradually change the pictures of theme hypermarkets, hype, recognition and opening.

Verb (abbreviation for verb) action plan

1, 10 June10 to complete the signing of business planning companies and advertising companies.

2. Integrate and screen all media resources in the city before10 ()

Complete the design, production and release of the first batch of advertising pictures before March 6 18.

4. Before June 65438+1October 18, complete the staffing of the home hypermarket and commodity city, including 2 managers and above, and 6 sales and related personnel, totaling 18.

5. Before June 20th 10, the reception points of home hypermarkets and commodity cities were renovated, and the preliminary materials and props were sold, delivered and used, and began to enter the early stage of customer warehousing.

6. On June 30th 10, home hypermarkets or commodity cities began to accept customers' sincere registration (recognition).

7.1mid-to-late October 1 1, and the opening hours will be determined according to the subscription situation.

8.6.5438+early February, home hypermarkets or commodity cities began to accept customers' sincere registration (recognition).

9, 20 14, 1, depending on the subscription.

Before 10, 165438+ 10/0, the first phase of the standard store began to register in good faith.

Before February 30th, 1 1 and 12, depending on the subscription, the first phase of the standard store will be opened within a certain period of time.

Six, control

According to the above action plan, there will be a business opening once a month. The products launched for self-employed households may be different, but they are almost the same for investors. In order to complete the opening sales task of each plate, and not to let customers be at a loss, we can only differentiate products and try our best to fill the different investment needs of different customer groups.

Commercial Real Estate Marketing Planning (3)

This work plan includes five parts: purpose, goal, work development plan and plan evaluation summary, daily plan, etc.

I. Purpose

Plan to achieve the sales target of 1000000, and add10 team members. The purpose of making this plan is to ensure the completion of indicators and the realization of goals.

Second, the goal.

1, comprehensively and deeply grasp the advantages of our "product" location and use it freely.

2. Collect 1000 customer information. According to what I learned before, I searched for information from other channels.

3. Lock 30 interested customers.

4. Strive to achieve the sales target.

III. Work Plan

As we all know, the competition of modern real estate sales is the competition of service. Services are divided into pre-sale, in-sale and after-sale services, and our real estate sales are also a kind of "service", so the preliminary work, that is, pre-sale services, is the top priority of our work. Because of this, my work development plan is also centered on "pre-sales service".

1. Collect customer information extensively through multiple channels, and input it after preliminary analysis. In the process of continuous information input, I will constantly improve my business knowledge, so that I can further understand the characteristics of real estate sales and be able to use it freely in front of customers and answer questions.

2. Provide services to interested customers as much as possible (for example, inform them of their original houses and prices in time according to their needs), let customers know about the houses and prices, and interact with customers on this basis.

Secondly, it gives customers an invisible pressure, such as tight housing, rising prices and so on. Arouse their desire to buy.

3. In the process of telephone communication with customers, grasp their psychological dynamics in real time, and classify customers according to these.

4. In the process of communication, lock interested customers and keep uninterrupted communication. If customers are interested in our products or want to know more, they can arrange interviews.

5. Make all kinds of full preparations before the interview, so as to know the housing, area and unit price like the palm of your hand.

6. Summarize the analysis results after each interview, report to the superior and listen to the opinions of the leaders. Overcome difficulties, adjust mentality and continue to fight.

7. Advance in summing up and groping.

Four. Summary of plan evaluation

After one month, we should evaluate this month's work performance and plan implementation, sum up gains and losses, and prepare for next month's work.