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1、CONTENTS,PART 1 中国一线豪宅站队 PART 2 项目推广价值体系 PART 3 营销战略逻辑梳理 PART 4 整合360圈层传播 PART 5 执行渠道战术布阵,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,PART 1 中国一线豪宅站队,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0
2、.0. Copyright 2004-2011 Aspose Pty Ltd.,世界顶级豪宅,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,BLA,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only
3、. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.
4、Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with
5、Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-
6、2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,项目现场照片示意,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,项目现场照片,Evaluation only. Created with
7、 Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,项目现场照片,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,项目现场照片,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.
8、Copyright 2004-2011 Aspose Pty Ltd.,比肩比弗利山庄的世界级居住感豪宅。,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,今天别墅市场的推广，已经进入 “客群心理品牌定位营销时期” 有多少豪宅购买者了解建筑风格与细节 有多少豪宅购买者具备独立的判断力 有多少豪宅购买者在纯理性分析 有多少豪宅购买者有想象力,Evaluation only. Created with Aspose
9、.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,品牌营销心理定位第一步 站 队,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,御园营销案例给我们的启示 传播层面的豪宅站队,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client
10、 Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,御园 08-09年 公关活动 排期 助力项目 开盘前 售罄,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,颐和原著营销案例给我们的启示 客群心理的豪宅站队 人带人口碑带口碑,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client P
11、rofile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,开发商自身资源,同等阶层社交圈,第三阶段 渠道合作,第二阶段 高端资源 开发利用,关键过程1,央视国际,平台(会客厅),双向插线板理论,策略二B 媒体推广,第一阶段 产品 市场测试,关系3,关系1,关系2,.,关系4,1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,。,。,核心目标人群（社交性活动、销售说服）,奢侈品,私银,UBS,俱乐部,.,社交活动,售楼处,关键过程2,关键过程3,销售漏斗 客群甄选,所有销售准 备工
12、作到位,策略二A 媒体推广,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,会客厅,外部资源,平台本身客户资源,双向插线板理论,奢侈 收藏品,私银,U B S,俱乐部,香港马会,社交活动,造访售楼处现场,上阶段自身 客户资源沉淀,长安 京城 中国会 美洲,汇丰、中银 瑞银、招行,销售型沟通场合,中国移动顶级VIP,GOLF俱乐部,游艇俱乐部,顶级美容保健俱乐部,美松、华彬、 丽宫、 罗耶尔灵克、 国际高尔夫,格
13、兰德高、 依格、华彬庄园,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,星河湾营销案例给我们的启示 圈层500余场跨界营销豪宅站队,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Create
14、d with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyrigh
15、t 2004-2011 Aspose Pty Ltd.,品牌豪宅站队,国内精英 豪宅站队,国际层面 豪宅站队,业界专家 豪宅站队,大众仰视 豪宅站队,奢侈品协会系列展 国际奖项 Club.line,黄如论、曹德旺 青岛游艇分会圣汐 青岛外商协会 青岛台商协会 名车车友会,LP世界豪宅排行 中国房地产协会 星河湾“十城十”,项目形象释放 高端活动舆论 直升机 米其林,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.
16、,PART 2 项目推广价值体系示意、 请发展商提供相关细节,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.,一 地脉价值 1、城市： 三环城市核心别墅 2、千年原生： 世界级原生半岛 国家级森林公园 三山两江与湖 3200亩千年原生森林 上百种珍稀植物，近千株原生大树（300棵香樟） 青岛最大四百年榕树，年产量千斤龙眼树,3、人文价值： 千年旺脉历史传奇 三百进士同出一乡 4、风水价值： 风水鳌头,Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pt
