Articles about marketing

You can't send more than 10 thousand words, only one key project can be sent for reference. Foreword 1, project overview 2, market analysis 1, market analysis 2, project advantages 3, project disadvantages 4, customer orientation 5, opportunity analysis 3, price strategy 1, pricing strategy 2, influencing factors of property price 3, market pricing principle 4, marketing promotion scheme 1, direct selling 2, advertising. In the fierce market situation, we need to make great efforts in project investigation, project establishment, project design, project sales, after-sales service and management to realize the smooth sales of our own projects. If the focus of the preliminary work is to solve "product design", then the problem to be solved in this report is "product sales" and the subsequent "service management". How to stand out from many buildings, successfully lock in customers and promote buying behavior, and establish a "customer chain effect" mechanism through good service management is the implementation goal of this report. As far as this project is concerned, Punctuation thinks that a "differentiated" marketing strategy is needed. In addition to emphasizing the differences of "products" themselves, "differentiated" promotional activities are also the key to achieving the above sales targets. The plan strives to make a strategic implementation plan that can be constantly adjusted according to market reflection, so as to achieve the sales target smoothly. 1. Project Profile Name: Yuan Yixin (tentative name) Location: Pudong New Area, Ailian Scale: * * *1Floor 2, commercial podium on the first floor, boutique houses on the second to 12 floors, with 44 rooms of various types. Landscape: an elevator property with broad vision and good permeability. Supporting facilities: vegetable market, shopping mall, school, hospital, police station, bank and so on are close at hand. Population: mainly immigrants from industrial areas, with a large population. Market analysis. With the soaring price of commercial housing, the pressure of buying houses is increasing, and more and more buyers begin to pay attention to fund-raising houses, and their attitude has changed from rejection to acceptance, so as to understand and buy them with an acceptable eye. At present, the number of fund-raising houses is gradually increasing, and the pressure of market supply and demand is increasing. Developers have also crossed the ocean, showing their magical powers, playing their own trump cards, seizing the market and competing for the championship. As a regional property located in Ailian, there are many competing properties of the same kind, and small and medium-sized properties emerge one after another, with chaotic market and no market rules to follow. In the face of numerous real estate competitions, we must do enough articles on the publicity strategy of the project, strive to enhance the awareness of the project, expand our thinking, broaden the source of customers, give full play to our own advantages, take the initiative to promote sales, and show the publicity strategy to every customer clearly, skillfully and comprehensively, and at the same time, promote the sales of the project with the help of Ailian's popularity and reputation. This project will also win market share with its generous and practical huxing design. 2. Advantages of the project (1). Good geographical location, convenient transportation and quiet noise; (2) The surrounding living facilities are complete and the home quality is high; (3) The apartment design is practical and the utilization rate is high; (4) Various apartment designs can meet the various needs of customers; 5], the whole house decoration, that is, buy and live; [6] The village committee cooperated in the development of the property, and the purchase guarantee was relatively large, which enhanced the purchase confidence of customers. 3. Shortcomings of the project (1). It is a fund-raising house, without property right certificate, and the customer's consciousness and sense of identity are not strong; (2) There are too many competitors in the same region and selling point, the market positioning overlaps with the main competitors, and the target consumption is basically the same; (3) The project covers a small area and has no community facilities; (4) the payment method is not flexible, and the pressure on home ownership increases. 4. Customer-oriented Customer-oriented, that is, the customer object of property purchase will be very different for any type of property and different regions. Correctly dividing the customers of the property can make the sales work targeted and get twice the result with half the effort. According to the actual situation of the project itself and the analysis of the comprehensive customer base, we define the customer orientation of this project as: 1. Mainly based on actual home buyers (about 95% of the total customers), supplemented by investment customers (about 5% of the total customers); 2. Ailian local customers are the main customers (about 70% of the total customers), and Longgang and surrounding customers are the auxiliary customers (about 30% of the total customers), which is mainly determined by the geographical location and average price requirements of this project; 3. The buyers are mainly white-collar workers and business people (about 80% of the total customers), supplemented by others (about 20% of the total customers). 5. Analysis of Market Entry Timing Among all the factors affecting project sales, market entry timing is an important factor that cannot be ignored. Timing factors include not only uncontrollable external factors (such as macro market trends, pessimistic or optimistic attitude of customers, positive or negative events, etc.). ), including controllable internal factors (such as project schedule, implementation of preparation conditions, etc. ). For this project, whether it can be successfully sold within the scheduled time, so as to successfully recover the funds, it is extremely important to accurately grasp the latter. Considering the quality of this project and the surrounding market structure, we think this project should enter the market as soon as possible to seize market share. Third, the price strategy 1, pricing strategy price is the embodiment of commodity value. Price depends not only on cost and profit, but also on market attributes and potential purchasing power level. At the same time, it is closely related to sales experience, skills and market judgment. Price is the most sensitive factor affecting customers' purchase behavior, and it is also directly related to the developer's return on funds and profit income. In today's market conditions, more and more developers have clearly realized the rational return of prices. In this market situation, the formulation of price not only depends on the developer's expected goal of reasonable profit, but also needs to understand the comparative price of the market and the reasonable price that the target customer can bear through scientific methods. For the price positioning of this project, it is necessary to formulate a reasonable market price suitable for this project through scientific "market comparison method", and seek a sales price with market shock on the premise of ensuring the profit level of developers, so as to effectively help developers recover funds and maximize profits. 2. Influencing factors of real estate price (1). Market situation of property sales opportunities; (2) Geographical traffic conditions; (3) Commercial service facilities; (4) Social public facilities; 5], scale; [6], landscape; Once, apartment type and utilization rate; Being, internal planning, facilities and property management; Levies, the progress of the project; ⑽, delivery standard and interior decoration level; ⑾. Supply and price level of similar buildings in the same area. 3. Market pricing principle (1) Housing pricing should fully consider many factors such as landscape, orientation, floor, apartment type, noise, ventilation and lighting; The pricing of shops should fully consider lots, traffic, the width and depth of the facade, the flow of people and other factors. ⑵. The pricing strategy of "opening low and going high". That is to say, pre-sales are made at preferential or even shocking prices, and the price increase range is constantly adjusted according to the sales situation in the subsequent sales process, and finally the overall average price is reached. Our company believes that the price trend of "low opening and high going" is more suitable for the fund recovery and sales effect of this project. The scale of this project is relatively large, but customers have more choices for surrounding buildings. Therefore, only by relatively favorable or competitive price traction in the early stage of sales can the sales situation be successfully opened in a short time, which is also conducive to the continuous appreciation of the property and provides impetus for subsequent sales. Practice has proved that this strategy is the safest and most likely to cause the hot-selling effect of real estate. In short, we must resolutely guard against the situation of "opening higher and walking lower". (3) Suggestions on sales price According to the market situation in Ailian and the quality of this project, the preliminary pricing scheme of this project is as follows: Scheme 1: second floor: 1328 yuan/square meter; Third floor: per square meter 1358 yuan; Fourth floor: per square meter 1388 yuan; Fifth floor: 1465438 yuan per square meter; Sixth floor: per square meter 1448 yuan; Seventh floor. Mijiu Floor: 1538 yuan per square meter, 10 floor: 1568 yuan per square meter, 1 1 floor: 1598 yuan per square meter, 12 floor:/ Scheme B: The overall average price is set at 1500 yuan per square meter, and the specific price will be negotiated separately by both parties. 4. Marketing promotion plan 1. Through our sales practice in Longhua, Buji, Shenzhen and even the mainland in recent years, it is proved that direct selling is the most effective sales channel in the real estate industry today, which has been recognized by the majority of real estate developers with less investment, quick results and high efficiency. First, the lethality is great. The key to ensure the direct selling power of short-frequency effect lies in whether you can have a hard-working, solid, professional and capable salesman sales team. They are all over the streets, and even take the initiative to visit and sell, trying to be a household name, answering customers' questions on the spot, sorting out customers' ideas and quickly facilitating transactions, which has brought great survival pressure to those traditional sales companies. Second, they are very flexible and can grasp the pulse of the market. Because of the wide scope of work, business personnel know the running track of the whole market like the back of their hands. In addition to promoting and selling products, they also shoulder the responsibility of understanding the market situation and collecting market information, and then process, analyze, digest and absorb these information, and then make necessary decisions according to their own products to adapt to the changing laws of the market, cater to consumers' tastes and balance the relationship between supply and demand. Third, the service level is high and the value-added becomes faster. Real estate sales are essentially a kind of service. For salespeople, serving every customer well is the first premise of sales. Perfect and meticulous pre-sale, in-sale and after-sale services greatly shorten the distance between customers and real estate; Solid and comprehensive service work has greatly improved the customer churn rate and the mother-customer rate. But many people ignore this point, for example, traditional sales companies or even ordinary direct selling guerrillas, or because of the number of sales staff, or because of the professional quality of sales staff, it is difficult to provide customers with perfect sales services. Our company has many years of direct selling experience. Every salesperson is a sales expert, who has received professional training and has good professional quality. He can provide customers with satisfactory and professional sales services, and attaches great importance to the added value of services. 2. Advertisement (1), banner advertisement (constantly adjust the publicity content according to the sales stage) (2), sales brochure, leaflet (3), sales office packaging advertisement, display board advertisement (4), colorful flag advertisement (5), street advertisement (3) and direct sales advertisement. On the one hand, we use media advertisements to promote, on the other hand, we give full play to our direct sales. In the process of operation, as long as the guidance is in place, the contact is close and the cooperation is tacit, the sales will definitely get twice the result with half the effort. 4. Specific operation plan According to the characteristics of this building, the company decided to take the strategic thinking of giving priority to promotion, supplemented by advertising and public relations services. (1) product mix strategy Our products are services, and the level of service is the embodiment of our strength. Therefore, from managers to salesmen, we should establish a good sense of service, be strict with them, and work together with Qi Xin to truly combine high-standard public relations services, advertising and promotion. (2) Price strategy: Demand-oriented price pricing strategy and competition-oriented positioning strategy, to start the market at attractive prices, activate the sales atmosphere and promote sales at different levels. V. Pre-sale preparation 1. Make and decorate the sales office as the negotiation point for on-site customer reception; 2. Design and make model houses to make customers believe what they see, enhance their sensory cognition and feel the warmth of "home" in advance; 3. Design and make advertising banners and colorful flags to create a sales atmosphere; 4. Design and make sales materials, price lists, payment methods and other sales materials; 5. Do a good job in on-site packaging, on-site sanitation and cleaning to give customers a good visual effect; 6. Pay close attention to the progress of the project, start it in an all-round way, and enhance its popularity; 7. Strengthen the training of sales staff, provide professional, high-quality and efficient services for the upcoming sales work, and increase the turnover. Sixth, the sales cycle The sales cycle is also an important indicator to measure the sales level. The length of the cycle not only affects the developer's development profit, but also many external factors such as market factors and policy factors will affect the sales performance. Sales work is "blitzkrieg, not protracted war". Sales work should pay attention to flexibility, treat specific problems and analyze them in detail, and strive to achieve the best performance. According to the feedback from the market, it is estimated that the sales cycle of the project will be 4 months, and 85% of the total sales will be completed within 3 months, and it will reach more than 95% within 4 months. 7. Sales plan arrangement. The sales stage is arranged in the first stage: when the market starts: the first month goal: throw stones to ask for directions and accumulate popularity. Sales proportion: about 65,438+05% of the total sales. Promotion focus: this stage is the advertising period, focusing on the publicity of real estate information and the accumulation of customers, as well as mastering all the information of real estate and grasping the pulse of market operation. At the same time, it is also an adaptation period, and personnel deployment and state adjustment will be carried out comprehensively. Because there are few tourists accumulated at this stage, the task requirements are objectively reduced, but we will try our best to make a good start. The second stage: sales boom period: the second month goal: to establish market awareness and create a hot-selling situation. Sales proportion: about 40% of the total sales. Promotion Focus: The focus of this stage will be to closely follow the advertising and performance transactions, further improve the social visibility and influence of Xiacun Complex, create a "herd effect" and strive for batch transactions. This stage is very important, it will directly have a great impact on the whole operation process, and it is also the stage that determines the overall success or failure, which can not be ignored. The third stage: gradual promotion stage: the goal of the third month: to pursue victory and expand the proportion of sales results: about 30% of total sales. Promotion focus: At this stage, there is a mature tourist source system and a good reputation for pre-sales. It is necessary to further strike while the iron is hot, promote at all levels, and expand the results. At this stage, we should not only attach importance to sales, but also create a situation of property appreciation and pursue profit maximization. At the same time, we should further consolidate and dig deep into the market to avoid the phenomenon of insufficient stamina. The fourth stage: natural sales stage: the fourth month goal: icing on the cake, a successful conclusion. Sales proportion: about 65,438+00% of the total sales. Focus of promotion: After the previous stages of work, most customers have already made a deal or settled accounts, and only a few customers need further follow-up. At this stage, as long as we not only strengthen customer tracking, close the distance with customers, help customers get through the wandering period quickly, but also pay attention to excavating and revisiting market quality, we can achieve a double harvest of sales and profits.