《福州融信大卫城项目思考和建议》由会员分享，可在线阅读，更多相关《福州融信大卫城项目思考和建议（135页珍藏版）》请在金锄头文库上搜索。
1、It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 1 当 城 市 遇 上 别 墅 树百年融信 造有情豪房 Nothing is impossible to a willing heart What will be contiued when the morden city encounter villa It must have
2、been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 2 为什么别墅依然去化缓慢？ 思考 探索 从大卫城伊始，为打造海西首席贵人区，我们付出了巨大的努力： 亿万级园林体验区做了 行销广告都做到八县了 产品卖点提醇精准了 一线明星也请来了 平面表现够创意了 不仅从产品营销做到意境营销，还从意境营销升华圈层营销，时至今日 It must have been col
3、d there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 3 问题出在哪里？ 我们究竟处在一个什么样的局里？ 思考 探索 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You
4、 always walked a step behind 4 客人不买帐 点穴困局一：价格高 与闽候别墅均价15000元/相比，虽只隔一条乌龙江，单价却差距近70%， 反正都不在城里，我有车不差那几步，那边生态好，空气新鲜 思考 探索 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 5 品牌沉淀尚需时日 点穴困局二：品牌二线 在
5、诸候割据，大腕云集的烽火时代，四面楚歌态势剑拔弩张，融信品牌虽可 称得上本土枭雄之一，但毕竟是本土，7年时间还无法沉淀深厚，站在中国 地产前沿，与国内一线品牌万科、保利、华润相比，充其量仅是一颗后启之 秀 思考 探索 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 6 豪宅开发经验不足 点穴困局三：豪宅开发经验不足 从融信第一城
6、到融信三味书屋，从融信宽域到融信西班牙，短短七年时间， 榕城见证了融信成长速度，虽家喻户晓，但多面向金字塔中段人群，纯正豪 宅开发经验不足 思考 探索 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 7 理想与现实残酷差距 点穴困局四：豪宅模式不豪宅 融信大卫城作为超高端物业开发有所欠缺，在氛围式体验营销发力不足、在 营销战略上
7、高层与别墅车轮战，导致豪宅不纯粹，豪宅不豪宅 思考 探索 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 8 融信豪宅，你信不信？ 困局提炼 价格高品牌二线经验不足模式欠缺 核心问题：豪宅信任危机！ 好像不太信！嗯 思考 探索 It must have been cold there in my shadow To never
8、have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 9 我们该怎么办？ How should we do? It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 10 一切
9、从“人”开始！ 破局入口 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 11 由于福建特殊地理位置，闽商属于海洋文化的蓝色文明。自古以来，闽 人就具有移民和崇商的传统，上世纪80年代改革开放暖风吹向大地，大批“ 敢为天下先”的胆识人才远赴海外谋生经商。秉承“爱拼会赢”、“敢闯会 红”的骨子精神，以“光宗耀祖”为内在
10、动力，为所在国和地区的发展做出 了重大贡献，诞生了一批具备改写历史的伟大商人。 福州的富商多以福清、长乐、平潭为主，其也是福州高端豪宅项目去化 的主力军，与传统“禅商”的闽南商人不同，福州富商具备“显性”特质， 他们多以建筑、能源、船政、水产为主业，据不完全统计，其购买力通常占 到福州楼盘项目的40-50%。 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always
11、walked a step behind 12 由于崇商 所以经商 诞生闽商 孕育富商 闽南禅商 福州“显”商 核心客群 游离客群 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 13 显商属性 第二产业富豪居多 江湖草根 真正有品质的豪宅将打动这些务实的客群，不论多贵 他们会豪爽买单，而且会带来连串“珍珠客” 炫富
12、心理 哥们豪情 “老乡文化” 没受过多少文化教育，但浑身是胆 坚信物质可代表层次，所以“锋芒毕露”,不懂品味，但喜欢占据品味 喜欢抱团，独爱群居，好落叶归根 长期干实业，统御“蓝领”精英 舍得 务实 豪爽 群居 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 14 怎么吸引这群人？ 闽商 情怀 It must hav
13、e been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 15 回家了，把工作留在门外! 英国著名女王维多利亚，一日参加社交活动后深夜回家，见房门紧闭， 上前敲门： 房内，丈夫阿尔伯特问：“谁？” 女王回答：“我是女王。”门没有开， 女王再次敲门。房内问：“谁呀？” 女王回答：“维多利亚。” 门还没开。女王徘徊半晌，又上前敲门。 房内仍然是问：“谁呀？” 女王
14、温柔的回答：“你的妻子。” 这时门开了，丈夫伸出热情的双手把女王拉了进去。 案例一 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 16 男人不只一面？是不是每一面都很优秀？ 七匹狼秋冬TVC时尚“男人不只一面”广 告片一经央视发布即引发病毒式传播， “男人不只一面”，展现的是在事业上积 极进取，生活上乐观面对的优质
15、男人形 象。当不同的男人演绎起来的时候，就 有不一样的精彩。七匹狼通过TVC时尚 广告大片，诠释“男人不只一面”，与时 俱进地体现了新时代的男人精神。 案例二 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 17 心态剖析：强者本温柔 每个强者内心都有软弱的地方，这个地方在哪里？ 强者在公众面前我能 强者在家人面前我
16、不能 打动心灵深处最柔软的地方家人温情 作为高级别的成功人士，在公众眼 里，他是无所不能的，但在家人面 前呢？或许便会恰恰相反！ 收获成功却可能忽略温情，无所不 能的神也会变成普通的人，情感细 腻处，便是容易动情处！ 闽商 情怀 It must have been cold there in my shadow To never have sunlight on your face You were content to let me shine, thats your way You always walked a step behind 18 富豪居住价值：在最好的家中营造家，让温情延续 为社会贡献很多，但对家人却未必做到完美 。 事业的成功或许会带走太多的时间，风光无限背后对于家人是否会有感 情的缺失？如何弥补这个缺憾？ 不是versace也不是Armani，奢侈品或许已经不能代表那份心意，可能 与家人交流要源自于心，最好的或许就是最简单的家的温情，那里面凝 结着单纯但
