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1、首首钢融融创西北旺西北旺项目推广概念提目推广概念提报Financial record Xibei Wang Shougang submit the project to promote the concept of打造北京西部首席豪宅品牌打造北京西部首席豪宅品牌 提升首提升首钢融融创市市场品牌价品牌价值Western part of Beijings chief luxury brand building to enhance the brand value Shougang financial hit the market第一部分、策略我们对于项目的认识First part of the s
2、trategy - our understanding of the project第二部分、销售我们对于销售的建议The second part of the sales - we sell recommendations第三部分、品牌如何提升首钢融创品牌The third part of the brand - how to upgrade the Shougang melt brand第四部分、团队我们的团队提供的服务Part IV, the team - our team the services provided by第一部分、策略第一部分、策略我我们对于于项目的目的认识First
3、part of the strategy - our understanding of the project西区豪宅原西区豪宅原则：The principles of Western luxury低调的张扬、平和的霸气、优雅的俯视Display of low-key, calm domineering, elegant look down人均质共生均质论Homogenization theory产品环境均质论，决定了项目推广的切入角度。Homogenization theory, decided to cut into the angle of the project promotion.P
4、eopleProductsEnvironmentHomogeneous symbiotic环境：西山御景。Environment: Xishan Scenic.三山五园皇家风景区，龙脉之地，西山之龙嘴之像。面向山水，百望山和京密引水渠。身处园抱，有代征公园紧邻，有植物园苗圃一墙之隔，区域从来就是豪宅聚集之地。西山二字足以标定价值，皇脉根植更是源远流长。3 5 Park Royal Mountain Scenic Area, DragonVenture land, the Western Hills of the mouth of the dragon like. For the landsca
5、pe, 100 Hope Hill and Jingmi diversion canal. Live garden hold, there is levied by the park adjacent to that wall separates the Botanic Gardens nursery, the regional has always been a gathering place for luxury. Xishan word enough to calibration values, it is a long history deeply rooted imperial ve
6、ins.产品：大院文化。Product: compound culture.“大院”毫无置疑是产品最突出之处。不只是它有精神上的依托，源于西区独特的大院人文，而更重要的是在产品上形成连接。在规划中，以钓鱼台为主线索形成的院落式组团，每一个建筑拥有独立入户小院，大院成为产品的璀璨亮点。Compound There is no doubt that is the product of the most prominent of the Department. Not only it has the spiritual backing, a unique compound derived from
7、Western culture, but more important is the formation of connections in the product. In the plan, the main clues to the formation of the Diaoyutai courtyard-style organizing groups, each one building to form independent households of small homes, the product compound as bright highlights.人：权贵人文Person
8、: bigwigs Humanities毫无疑问，我们的客群：大权在握的政要，西边客群的顶峰。那些院内的人掌控者院外的世界，党政军学研。而且从之前其他项目的客群来看，在我们项目这个价值量的客群，是权贵中的权贵，老板背后的老板。他们具有强烈的圈层意识，聚合意识。There is no doubt that our customer base: the powerful politicians, the pinnacle of western clientele. Those who control those hospital courtyard outside world, both mili
9、tary and political science research. But also from other items before the customer base and looking at our project of this magnitude of value of the customer base is the elite of the elite, the boss behind the boss. Their circle of awareness and consciousness aggregate.这是个完全不同的豪宅市场This is a complete
10、ly different luxury markets这里居住的是看不见的顶层这里演绎的是中国顶级财富的盛宴这里必将成为未来中国社会的焦点Live here is the invisible top-levelHere is the interpretation of Chinas top wealth FeastHere will become the focus of the future of Chinese society富人的很多做法在我们常人来看好像反常和不合情理Many practices of the richIn our ordinary people it seems th
11、at unusual and unreasonable我们需要We need to在根植环境理解的基础之上，从产品的角度切入，来表达项目的核心价值，让客群强烈感受到项目的魅力和价值，来追随项目，赢得认同并产生美好的向往。In the deeply rooted understanding of the basis of the environment, from the perspective of the product Cut,To express the core values of the project, so that customer group strongly felt th
12、e charm and value of the project, to follow the project, winning recognition and produce a better for himself.三者形成均质，达成推广目标The three form a homogeneous, achieving targets of promotion本项目推广无须言它。It is not made to promote this project.高高级的包装与的包装与对外形象，外形象，高度的品牌与社会影响。高度的品牌与社会影响。Advanced packaging and the
13、 external image,A high degree of brand and social impact.豪宅豪宅营销之道之道Luxury marketing Way营（外）（外）Camp (outside)销（内）（内）Pin (I)对外建立大的形象外建立大的形象五个一工程对内配合内配合销售售现场销售工具的呈现一个名字（案名）一句话（SLOGAN）一个LOGO（视觉系统的建立）一套平面（对外主形象的确立）一个行为（事件行销的表达）一本楼书、现场包装、远程中程近程的户外引导、手提袋、折页、户型册等等。圈层营销的掌控Spheres of marketing control销售现场的仪式化
14、Sales of on-site ceremony对外建立大的形象外建立大的形象五个一工程The establishment of a large image of the external- Five-One Project一个名字（案名）一个名字（案名）A name (case name)一个一个LOGO（视觉系系统的建立）的建立）A LOGO (the establishment of visual system)案名案名Case Name文化的。皇家的。内敛的。政要寓意的。想象力的。价值感的。厚重的。有分量感的。权贵底蕴的。重要性，提供选择的可能性。Culture. Royal. Re
15、strained. Politicians implied meanings. Imagination. Value of sense of achievement. Thick. Weighty sense of achievement. Dignitaries inside information.案名案名1Case Name 1案名案名1、西山、西山阙Case Name 1, Xishan Que1、西山代表着项目最本真的价值。2、“阙”字释义：古代皇宫大门前了望的楼，泛指帝王的住所。3、西山阙代表着西山的帝王居所。4、无可置疑的从容，与生俱来的霸气。1, Western Hills r
16、epresents the best of the true value of the project.2, Que, the word Interpretation: Ancient Palace of the floor in front of observation, refers to the emperors residence.3, represents the Western Hills Western Hills Que imperial residence.4, no doubt calm, innate domineering.西山西山阙视觉Case Name 1, Xis
17、han Que视觉缘起起Visual Origin一次关于西山/“大院”/门第/阶层的精神符号探寻。Meeting on Xishan / compound / Door No. / sectors to explore the spiritual symbol.西山氛西山氛围：这里拥有曾经的龙脉山水、“三山五园”的西山皇家气象御制与顶级，庄重与威仪，是这里的气质与调性。核心核心词：龙脉、御制、庄正脉、御制、庄正壁，大院的隔绝、划分、大院大院/家族：家族：豪门望族，建筑礼制，高墙深宅的围合间，外面的人，只能猜测但却无可探视高墙院内 “钟鼎之家”的华贵世界，能看到的，只是外表的深墙静肃。只其形，
18、含万千气度。核心核心词：高：高墙、神秘、形制感、神秘、形制感外在的视角，人们最直观看到“大院”的元素影壁高影壁高墙故宫宫殿前御制影壁阻挡凡人的透视隐藏院内天子的起居。神秘、威严“九龙壁”是人们头脑中的最熟悉的影壁“九五”之数，人中之极，代表了隐藏其后的院中的生活。紫禁城皇家“大院”，龙脉之最“龙壁”合西山龙脉，也是大院的院墙，代表了我们客群当世顶级阶层的人群属性。更重要的是，表达了项目背后这样一个大院，围合的是另一个神秘的阶层。l“龙壁”如墙，代表了“大院” 的视觉符号；l威严如仪，只见其表，联想院内目空一切，掌握 所有的神秘力量；l大中至正，兼顾西山皇家龙脉的御制感；l产品特征与客群气质的对
19、位表达，“一面墙围合着不同的世界”。lDragon Wall If the wall, on behalf of the compound of the visual symbols;lDignity as a ritual, we saw the table, Lenovo hospital supercilious, masterl All the mysterious forces;lDazhong to positive, taking into account the Royal Dragon of the imperial Western Hills sense;lProduct
20、characteristics and temperament of the right customer base have expressed, co-walled side of a different world.案名案名2Case Name 2案名案名2、西山的院子、西山的院子Cases were 2, Western Hills yard大院是项目的基础和特色。西山是项目的价值核心。二者结合，形成西山的院子。院子并不显赫，但是西山的院子就是显赫中的权贵，权贵中的显赫。一切因西山而不同，因院子而从容。Compound is the basis for the project and
21、characteristics. Western Hills is a core value of the project. A combination of both to form a courtyard of the Western Hills. The yard is not prominent, but the courtyard of the Western Hills is a prominent in the power and privilege in the prominent elite. All because of the Western Hills is diffe
22、rent, and because of the yard and calmly.西山的院子西山的院子视觉Cases were 2, Western Hills yard案名案名3Case Name 3案名案名3、山外山、山外山Case Name 3，Shanwai Hill权贵中的权贵，老板背后的老板，领导上面的领导。山外有山，山外更有山。面向西山，此山是山，此山亦非山。山外山，不只是物理属性的归纳，更是精神高度的使然。它是高度，却比高度更高。Dignitaries of the elite, the boss behind the boss, the leadership of the t
23、op leadership. Hill outside the hill, mountain and more mountains outside. For the Western Hills, this mountain is the mountain, this mountain nor hill. Hill outside the mountain, not just the physical attributes of the induction, but also the spirit of a high degree of Shi Ran. It is the height, hi
24、gher than high.山外山山外山视觉Case Name 34，Shanwai Hill国画锦绣江山图中的山峦叠影。案名案名5Case Name 5案名4、濯缨台Case were 4, Zhuo Ying Taiwan “濯缨”，是中国传统文化中君王高洁人格与济世进取之精神的写照。孟子、孔子、屈原都有词曰“沧浪之水清兮，可以濯吾缨。沧浪之水浊兮，可以濯吾足。” 此处“水清”喻治世。 “濯吾缨”，缨指帽子；帽子又名“冠”，是权力与功名的象征。盛世的“濯缨”，功成名就之后洗去官气，藏此韬略。台，是皇家御用的建筑型制。在公元前11世纪，周天子就以土木“筑高台、兴宫榭” 。 Zhuo Yin
25、g is a virtuous kings in traditional Chinese culture and enterprising spirit of Personality and save the world itself. Mencius, Confucius, Qu Yuan have a word, called Kaleidoscope Qing Xi, you can wash I tassels. Kaleidoscope is turbid, I wash feet. Here discerning Yu Zhi Shi. Zhuo Wu Ying, Ying mea
26、ns the hat; hat also known as crown, is a symbol of power and fame. Shengs Zhuo Ying, who went after the gas wash away the officer, possession of this military strategy.Taiwan, the Royal Queen of construction-type system. In the 11th century BC, Zhou emperor Take Civil built a high platform, Hing Te
27、mple pavilion.濯缨台视觉Case were 5, Zhuo Ying Taiwan一句一句话（SLOGAN）Sentence (SLOGAN)门泊山河，院藏国基泊山河，院藏国基Gate Park mountains and rivers, the hospital Tibet IMF门泊山河，从物理的属性来讲，门对着百望山和京密引水渠，山河以此。从精神的角度来讲，山河寓意着江山社稷，政要掌控的天下，山河意此。院藏国基，院子是项目的重要属性，院子里面的人掌控着外面的世界，院子里藏着国之脊柱，国之基石。这些人，才是掌握国家命脉的西贵。有张有弛，是为项目传神之语。Gate Park m
28、ountains and rivers, from the physical properties of terms, the door front of 100 Mount Hope and Jingmi diversion canal, mountains and rivers in order. From the spiritual point of view, mountains and rivers symbolize the Jiangshan boat, political leaders control the world, mountains and rivers meani
29、ng of this.Possession of the IMF Institute, the courtyard is the projects key attributes, the people inside the courtyard to control the outside world, hidden in the courtyard country spine, the cornerstone of the country. These people are the lifeblood of the western state of your control.There Zha
30、ng relaxation, is expressive of the language for the project.一套平面（一套平面（对外主形象的确立）外主形象的确立）Of a plane (outside the main image of the establishment of)请稍等，在下文。稍等，在下文。Please wait, below.一个行一个行为（事件（事件营销的表达）的表达）A behavior (the expression of event marketing)事件事件营销：首首钢融融创回回购国宝，西山国宝，西山阙迎来迎来镇阙之宝之宝Event Marketi
31、ng: Shougang financial record buy-back national treasures, ushered in the town of Que Que Xishan treasure 回购流失海外的中华国宝，以千万级别的价格，由融创集团出面，将常年流失在外的中国国宝进行拍卖中回收。回购成功后，在北京，将国宝安置于项目售楼处，从此成为项目的镇阙之宝。形成一条完整的事件营销线索。Repurchase of Chinese national treasures lost overseas, to 10 million level of prices, from the S
32、hougang Group financial record come out, the loss of the outer annual auction of Chinese national treasures recovered. After the success of buy-back in Beijing, will be placed in the project sales offices national treasure, she became the project of the town of Que treasure. The formation of a compl
33、ete event marketing clues.事件事件营销执行行过程程Event marketing execution第一步、首第一步、首钢融融创回回购海外流失国宝海外流失国宝First step, the Shougang Groups purchase of overseas financial record loss of national treasures舆论点：1、爱国之热忱，忠国之盛世，一个有责任心的开发商，回购流失的中国国宝。2、千万价格拍卖举槌落定，海外国宝终回祖国。3、首钢融创走保利路线，回购国宝为中国荣耀。Public opinion points:1, patr
34、iotic enthusiasm, loyalty and the countrys peace and prosperity, a sense of responsibility of the developer to buy back the loss of national treasures of China.2, 10 million price auction Juchui settled, foreign national treasure finally back to our motherland.3, Shougang financial hit to go Poly li
35、ne, buy-back national treasures for China glory.回回购国宝建国宝建议：Buy-back David recommends that:比如：乾隆玉玺“八徴耄念之宝”。类似的国宝。For example: Qianlong imperial jade seal, 8 Mao-Nian treasure.关于它的拍关于它的拍卖伦敦苏富比拍卖行于当地时间11月4日14时举行了一场中国瓷器及工艺品拍卖会。拍卖会共推出261件珍品，其中乾隆玉玺“八徴耄念之宝”是其中最珍贵的一件拍品，起拍价达60万英镑。八徴耄念之宝”已经在拍卖开始后的3小时内，以3,569,
36、250英镑的价格被拍出，折合人民币4000万元左右。这枚起拍价60万英镑的玉玺是乾隆在位55年，为庆祝其80寿辰制作的，在乾隆玉玺中算是比较大的一枚。印文在许多重要清朝宫廷藏品中，比如北京故宫博物院收藏的秋山暮霭图卷，上海博物馆收藏的柳鸭芦雁图卷上，都印有这枚“八徴耄念之宝”。在得知伦敦苏富比拍卖行要拍卖这枚玉玺后，很多门户网几乎都给予了头条关注，网民的讨论也十分热烈。不少网民认为，这是对中国的再度挑战，有关方面应该出面来要回这些文物；甚至还有人呼吁，要按照对上次法国佳士得拍卖圆明园兽首铜像的行为，群起抗议。或者乾隆的白玉或者乾隆的白玉玺。Or the Emperor Qianlongs ja
37、de-xi.乾隆帝御宝交龙钮乾隆御笔白玉玺以6338万港元成交，刷新白玉世界拍卖纪录。 乾隆御笔白玉玺是乾隆皇帝在继位初期制作的重要宝玺之一。玉玺质地温润，通体洁白致密，且印面达到12.5平方厘米，是所有乾隆帝名号玺中最大的一方。 清康熙黑漆金彩清康熙黑漆金彩龙纹大宝座大宝座Qing Emperor Kangxi black paint Gold color dragons Throne在海外回流宫廷精品专场众多精彩的拍品中，清康熙黑漆金彩龙纹大宝座最为引人注目。宝座是皇帝的专座，是皇帝权力和威望的象征，无论在选材、造型、装饰至整个制作过程都相当严格。这件宝座从整体造型、纹饰风格、色彩及质感上
38、看，应为清代康熙晚期的制品。故宫博物院也收藏一件清康熙晚期剔黄五屏式龙纹宝座，该宝座与此次拍卖的这件在造型、风格、纹饰、色彩上都极为相似，只是工艺手法有所不同，两件宝座应为同时代作品。清乾隆御制紫檀木雕八宝云清乾隆御制紫檀木雕八宝云蝠蝠纹水波云水波云龙宝座宝座Qing Dynasty imperial red sandalwood wood bat pattern Babao Wave Clouds throne Yunlong以高价格成交，创出新的中国古典家具的世界拍卖记录。中国大陆买家竞投踊跃，对顶级中国御制工艺品趋之若鹜，如清乾隆御制紫檀木雕八宝云蝠纹“水波云龙”宝座，就是由一名中国买家
39、以高价投得，令人兴奋。第二步、首第二步、首钢融融创回回购国宝北京新国宝北京新闻发布会布会The second step, creating buy-back David Beijing Shougang financial press conference回购成功之后，在北京召开盛大的新闻发布会，然后在故宫博物院进行为期一个月的国宝展览。After the success of buy-back, in a grand press conference held in Beijing, and then the National Palace Museum, a one-month exhib
40、itions of national treasures.舆论点：1、新闻发布会 1, press conference2、故宫巡展2, Forbidden City Tour3、国宝回北京3, national treasure back to Beijing4、国宝最终将去往何方？ 4, David eventually be going?第三步、西山第三步、西山阙迎来迎来镇阙之宝，国宝最之宝，国宝最终落落户西山西山The third step is ushered in the town of Que Que Xishan treasure, David finally settled
41、down in Western Hills国宝巡展完毕，最终引入西山阙的售楼处，以后的会所。永久珍藏于此，成为一个这个项目的镇阙之宝。舆论点：1、项目和国宝的关系2、客户一到售楼处就看到了国宝在售楼处3、堪舆风水之学，国宝对于风水的利好。4、首钢融创开发的西山阙才有资格收纳此宝物。National Treasure Tour is completed, the final introduction of the Western Hills Ques sales offices, after the club. Permanent collection of this, to become a
42、town of this project imperial city treasure.Public opinion points:1, the relationship between projects and national treasure2, the customer has a sales office to see David in the sales office3, geomancy feng shui of the study, national treasure for the good feng shui.4, Shougang financial record dev
43、eloped in the Western Hills Que eligible for admission to this treasure.第四步、故第四步、故宫专造出品宝物仿制品，造出品宝物仿制品，赠送西山送西山阙购房客房客户The fourth step, the Forbidden City treasures designed Zaochu imitation goods, gift Xishan Que purchase customers由故宫专造出品，大约是几万元一个，宝物的仿制品，凡购买项目，都将赠送给客户宝物。并且宝物上可制有客户姓名专属的印记。舆论点：1、宝物和客户的关
44、系；2、镇宅之宝的引入；3、高端礼品和项目的契合度；4、客户专属身份的高端定制。Zaochu items from the museum professionals which is about a few million to one, treasure imitation, where the purchased items will be presented to the customer treasures. And the treasure can be a dedicated system, a customer name of the imprint.Public opinion
45、 points:1, treasures and customer relations;2, the introduction of treasures of the town house;3, high-end gifts and projects fit;4, the identity of the high-end customer-specific customization.故宫专造介绍The Imperial Palace built specifically introduced故宫存有大量瓷器藏品。由于经费匮乏，这些国宝长期得不到整理和修缮/故宫记录片的播出，让它成为了当前社会
46、上的重大文化话题。故宫在景德镇烧制这件藏品的唯一宫瓷仿品，把它留赠消费者，并颁发故宫授权“故宫专造证书”。也可以制造同类产品。Palace have a lot of porcelain collections. Due to lack of funding for these national treasures are not a long time to collate and repair / Forbidden City documentary aired, it became a major current social and cultural topics.National P
47、alace Museum collection in Jingdezhen burn this the only palace porcelain imitation goods, gifts to leave it to consumers, and to authorize issuance of the National Palace Museum National Palace specifically made certificates.It can also create similar products.对内配合内配合销售售现场销售工具的呈现Internally with the
48、 sales of on-site- The presentation of sales tools楼楼书调性：性：自信、平和、淡定天下自信、平和、淡定天下Loushu tonal: self-confidence, calm, Dan Ding world楼楼书线索：索：由外而内，从大到小由外而内，从大到小Loushu clues: from the outside, the biggest to smallest楼书架构：四部分组成。Loushu Architecture: four parts.A.天与地。天与地。B.山与水。山与水。C.院与园。院与园。D.鉴与藏与藏A. heaven
49、and earth. B. Mountain and Water. C. House and garden. D. Kam and Tibetan功名之外，山水之功名之外，山水之间。载鉴华夏夏层峰的精神峰的精神归隐。Out of the success, between the hill and water. 11 leaders of chinas spiritual home推广推广阶段划分段划分Promotion Stages西山西山阙，门泊山河，院藏国基泊山河，院藏国基0403022010/0106070812 2010/2-14 春节2010/10一期开盘2010/08 售楼处开放样
50、板示范区开放准备期开盘期强销期蓄水期蓄势待发大隐大院大家05091011大国亮相期准准备期期（2010-0103）Understand the period (2010 01-03)深入了解产品，产品说明会，全方位了解产品确定项目策略、案名以及推广思路In-depth understanding of products and materials basis for the preparation period.Determine the project strategy, the case name and the promotion of ideas工作内容工作内容Job content准
51、备项目推广所需要的一切物料，为蓄水期推广打下坚实基础。Preparation of a project to promote all the necessary materials for the water to lay a solid foundation for the promotion period确定项目LOGO Determining LOGO形象包装（信封信纸、名片、纸杯、胸牌、手提袋等等）Image of the packaging (envelopes, letterheads, business cards, cups, badges, bags, etc.)项目海报/折
52、页Project posters / folding项目网站建设Project Website项目楼书Project Loushu户型图册Unit Atlas临时售楼处的包装The packaging of the temporary sales offices围档广告Wai file Advertising远程、中程、进程的户外引导Long-range, medium-range, the process of outdoor guide.蓄水期蓄水期 （2010-0306）Storage period (2010-03-06)推广主题：大国大国挖掘区域人文线索，国脉永祚，缔造西山国之价值。
53、地脉、龙脉、国脉，打造项目的外在价值。Promoting the theme: big countryMining area Humanities clues, the value of the country to create the Western Hills.Create the external value of the project.康熙六十一年，康、雍、乾三代于此聚首，开盛世。康熙六十一年，康、雍、乾三代于此聚首，开盛世。Sixty-Kangxi, Kang Yong, dried three generations of this meet, open flourishing
54、.1、康熙六十一年：公元1722年。2、康：康熙，名爱新觉罗玄烨，(16611722) ，清朝入关后的第二代皇帝即清圣祖，执政61年。3、雍：雍正，名爱新觉罗胤禛(17221735)，清圣祖玄烨第四子，是清朝入关后第三位皇帝。4、乾：乾隆，名爱新觉罗弘历，（17111799）清高宗纯皇帝，为清代入关后的第四任皇帝。时年12岁。5、聚首：康熙六十一年（1722）三月二十五日， 69岁的康熙、45岁的雍正和12岁的乾隆这祖孙三位皇帝实现了历史性的相会，也是唯一的一次相会。此次聚首传说奠定了雍正即位。国脉永祚之地，国脉永祚之地，见证国运昌盛。西山国运昌盛。西山阙，泊山河，藏国基，一宅，泊山河，藏国基
55、，一宅缔传奇。奇。乾隆七年，曹雪芹于此始乾隆七年，曹雪芹于此始书红楼梦楼梦，终成成旷世名著。世名著。Qianlong seven years before Cao Xueqin this book Dream of Red Mansions, and eventually became Kuangshi classics.1、乾隆七年：公元1742年。2、曹雪芹：（1715-1763），名沾，字梦阮。祖籍辽宁辽阳，他在人生的最后几十年里，以坚韧不拔的毅力，历经十年创作了红楼梦并专心致志地做着修订工作，死后遗留下红楼梦前八十回的稿子。 3、红楼梦：我国古代四大名著之一，属章回体长篇小说，成书于清
56、乾隆帝四十九年甲辰（1784年）梦觉主人序本正式题为红楼梦，它的原名石头记、情僧录、风月宝鉴、金陵十二钗等。是我国古代最伟大的长篇小说，也是世界文学经典巨著之一。4、旷世名著：不仅是中国最具文学成就的巅峰之作，更是唯一一部作品构成了一门学术性的研究学科红学。国脉永祚之地，国脉永祚之地，见证国运昌盛。西山国运昌盛。西山阙，泊山河，藏国基，一宅，泊山河，藏国基，一宅缔传奇。奇。民国初年，民国初年，孙中山于此中山于此亲植九植九龙柏，寄国思，柏，寄国思，创民主。民主。Early Republican era, Sun Yat-sen for this pro-plant 9 Cypress and s
57、end the country thinking, create democracy.1、民国初年：公元1912年。2、孙中山：（1866 1925），原名孙文。中华民国总统，是近代中国伟大的革命家、政治家、理论家、中国国民党总理，是中华民国第一任临时大总统。3、九龙柏：孙中山至此树枯萎，曾亲手培土扶植，1929年移灵前此树已枝繁叶茂，孔祥熙特撰写总理亲手扶植塔顶侧柏记以示纪念。1988年被定为一级古柏。4、创民主：孙中山先生倡导国民革命，手创中华民国，更新政体，永奠邦基，谋世界之大同，求国际之平等，是三民主义的倡导者。国脉永祚之地，国脉永祚之地，见证国运昌盛。西山国运昌盛。西山阙，泊山河，藏
58、国基，一宅，泊山河，藏国基，一宅缔传奇。奇。公元一九四九年，毛公元一九四九年，毛泽东西郊首次西郊首次阅兵，建国大兵，建国大业成。成。D, AD 1949, the first military parade in the western suburbs of Mao Zedong, the founding of the great cause into.1、毛泽东：伟大的马克思主义者，无产阶级革命家、战略家和理论家，中国共产党、中国人民解放军和中华人民共和国的主要缔造者和领导人。2、西郊首次阅兵：新中国历史上首次阅兵，具有非常重要的意义，成为一切阅兵的起始，显示国威、显示军威，是现代意义上的
59、大阅兵。3、建国大业：1949年10月1日，中华人民共和国成立。下午2时，中央人民政府委员会第一次会议在北京召开，中央人民政府委员会主席、副主席、委员全体出席并宣布就职，宣告中华人民共和国中央人民政府成立。国脉永祚之地，国脉永祚之地，见证国运昌盛。西山国运昌盛。西山阙，泊山河，藏国基，一宅，泊山河，藏国基，一宅缔传奇。奇。公元二零一零年，于此地，筑西山公元二零一零年，于此地，筑西山阙，缔传奇。奇。E, AD 2010, this land, building Xishan Que, association legend.1、此地：三山五园之地，西山之龙嘴，西望百望山与昆玉之源，近享代征公园与植
60、物园双园林汇聚，古镶黄旗与正黄旗之域。2、西山阙：西山之西山，天阙之阙，首钢融创打造，传世宅邸。3、传奇：无豪宅，不传奇。国脉永祚之地，国脉永祚之地，见证国运昌盛。西山国运昌盛。西山阙，泊山河，藏国基，一宅，泊山河，藏国基，一宅缔传奇。奇。亮相期亮相期 （2010-0608）Appearance period (2010-06-08)推广主题：大隐从人的角度入手，从客群的归属感以及对于西山对于区域的感情，全新演绎运筹帷幄的西边高端客群的人生寄予。Promoting the theme: Large ImplicitStarting from a human point of view, fro
61、m the customer base a sense of belonging and for the Western Hills of the regions feelings,The new interpretation of strategizing the west side of the high-end clientele placed in life.有人看到了山，有人看到了江山。有人看到了山，有人看到了江山。Some people see the mountain, someone saw the Rivers and Mountains.山和江山，因人而异。国脉永祚之地，大
62、隐聚集于此。西山阙，泊山河，藏国基，缔传奇。Mountains and Jiangshan, vary.Guomai Eiso land of great saphenous congregated there. Xishan Que, Park mountains and rivers, possession of the country-based, association legend.有人有人说是是门，有人，有人说是是门第。第。Some people see the mountain, someone saw the Rivers and Mountains.门和门第，因人而异。国脉永
63、祚之地，大隐聚集于此。西山阙，泊山河，藏国基，缔传奇。Mountains and Jiangshan, vary.Guomai Eiso land of great saphenous congregated there. Xishan Que, Park mountains and rivers, possession of the country-based, association legend.有人渴望名利，有人渴望淡泊名利。有人渴望名利，有人渴望淡泊名利。Some people want fame and fortune, it was eager to be indifferent
64、 to fame and fortune.名利之后，淡泊名利，国脉永祚之地，大隐聚集于此。西山阙，泊山河，藏国基，缔传奇。After the fame and fortune, indifferent to fame and fortune,Guomai Eiso land of great saphenous congregated there. Xishan Que, Park mountains and rivers, possession of the country-based, association legend.有人有人规矩，有人制定矩，有人制定规矩。矩。Some rules,
65、 it was to develop the rules. 规矩制定一切，有人制定规矩。国脉永祚之地，大隐聚集于此。西山阙，泊山河，藏国基，缔传奇。Development of all the rules, it was to develop the rules. Guomai Eiso land of great saphenous congregated there. Xishan Que, Park mountains and rivers, possession of the country-based, association legend. 有人享受有人享受风浪，有人享受浪，有人享
66、受风平浪静。平浪静。Some people enjoy the wind and waves, some enjoy the calm.风浪和风平浪静，视界不同，世界不同。国脉永祚之地，大隐聚集于此。西山阙，泊山河，藏国基，缔传奇。Storms and the calm horizon different, different world.Guomai Eiso land of great saphenous congregated there. Xishan Que, Park mountains and rivers, possession of the country-based, as
67、sociation legend.开开盘期期 （2010-0810）Open period (2010-08-10)推广主题：大院从外面的院子，从西山的院子，从项目的院子，去探究院子里的人，院子里的光阴，以及院子的生活，和院子里独特的身份门牌。Promoting the theme: compoundFrom the outside courtyard, from the Western Hills yard, from the courtyard of the project, to explore the courtyard of the people, in the courtyard
68、of Our Time, as well as the lives of the yard, and in the yard a unique identity numbers.clientele placed in life.强销期期 （2010-1012）Open period (2010-10-12)推广主题：大家大尺度，大家族。重要的不是拥有，而是家族的荣耀传承。传世大宅，依西山而生，为名门而筑。Promoting the theme: EveryoneBig Unit, big scale, big family. Is important is not ownership, but
69、 the glory of the family heritage. Handed down mansion, according to the Western Hills was born, and in the name of the door and build.天有天有时 尊者尊者辈生生 Days and sometimes Venerable generation of Health 岁月流转，风云聚会，一代又一代时代天骄于这里与国家相遇，裹挟于时代，更改变了时代，一个国家的京畿圣地，从来都是新尊贵胄的核心舞台，未来当代戚贵上层，亦将在此实现自己于家于国的如山抱负。Years goe
70、s by, the situation gatherings, Generation after generation here, and the State in the era of Tianjiao encounter Coerced at times, but also changed the times that a countrys Gyeonggi Holy Land, has always been the exclusive preserve respect for the core of the new arena, the future of contemporary Q
71、igui upper will be here to realize their country at home in the mountain of ambition.地有气地有气 国士无双国士无双 To have the gas Kunio Musou 国士者，一国独一无二之人才，国中杰出之人物。百多年来，京西贵地，囊天下而汇聚四方英杰，时代之士纷呈并存于此。尽管时代隆隆，世界同一，然国士精神总有不息，时间外，在一以传承的地脉之上，新时代国士于此相携而生。Kunio persons, a country is unique talents of an outstanding figure
72、in the country. One hundred years, Jingxi expensive, the capsule Fang Yingjie the world and brought together four times the people with intricate co-exist here. Although the era of rumbling, the world the same, ran the country there is always flooded with mental disabilities, time outside, in a vein
73、 in order to pass the land on top of a new era in the country this Xiangxie born with disabilities.世界世界动 大家恒在大家恒在 We hang in the world moving 浸染千年中华文化，承袭国家时代洗礼，在八百年煌煌古都的根脉之上，无数大家，星汉汇聚，多元碰撞，精彩纷呈，不论城市文明如何演进，一以传承的文化氛围，总使此地总领时代精神绵延不绝。西山外，大家恒在。Disseminated thousands of years of culture, inherited from th
74、e baptism of the national era, Huang Huang in the ancient capital of eight hundred years on top of the root clock, countless people, star Han convergence, multiple collision, colorful, Regardless of how the evolution of urban civilization, a cultural atmosphere in order to pass, with a total area th
75、e consul-general spirit of the times rolling. Western Hills addition, we hang on.两条建两条建议2 recommendations建建议一、教育路一、教育路线的的长久考久考虑Proposed an education line, long-term considerations在项目所处的区域，看其他的豪宅项目，无疑教育是其诉求非常重要的传播点。更重要的是目标客群，确实非常注重儿女的教育。所以强烈建议我们项目能够引入中关村一小（目前网上北京排名第二）的小学，能够和西山华府一样，享有人大附中的教学资源，这样在产品基础
76、上的优质，再加上教育的附加值，项目的客户群的面才能够更为广阔，也让客户感觉更物超所值。从长久来看，案名和推广思路也可以由此生根，像御园一样实现产品复制。案名建案名建议：仕林官邸：仕林官邸Case name recommendations; Shilin official residence 1、来源于台湾的钓鱼台士林官邸，早期的总统所住处，目前为台北第一座生态公园。并且里保留私人别墅一栋。2、仕林，名仕、学仕之意，指项目优厚的教育资源，对于客群的感召和影响。3、仕林官邸，要传递出的就是学府和豪宅的结合体，大气稳重，巍然不动。1, Shilin official residence, from
77、Taiwan, Diaoyu Islands - Shilin official residence, the early residence of the President, currently Taiwans first ecological park. And retained in a private villa. 2, Shi Lin, Mingshi, Xue-shi meaning that the project excellent educational resources, customer base for inspiration and influence. 3, S
78、hilin official residence, to pass out is a combination of institutions, practitioners and luxury, air stable, stand rock-firm action.广告广告语：院育：院育龙庭，学冠中西庭，学冠中西Advertising words: hospital Yulong court, learning Chinese and Western crown 院育龙庭，指的是大院里呈现出育龙门庭之意，地脉历来都是教育之重地，皇脉之贵地。而学冠中西的冠，是冠军的冠，冠，也代表帽子，和官职。呈
79、现出项目的地脉、教育以及客群之间的三者和谐关系。Hospital Yulong court, referring to the compound has shown education meaning Dragon Court, land clock has always been education powerhouse, Wong pulse of your land. I learned Chinese and Western crown crown, is the championship crown, crown, also on behalf of hats, and offici
80、al. Showing the project to pulse, education and customer base harmonious relations between the three.释义：LOGO以獬豸为思考和图形表达原点，是中国古代传说中的上古神兽，其拥有很高的智慧，懂人言知人性。能辨是非曲直，能识善恶忠奸。秦汉时期，獬豸图成了衙门中不可缺少饰品，至清代，御史和按察使等监察司法官员都一律戴獬豸冠，穿绣有“獬豸”图案的补服。在西方，独角兽也被认为是纯洁的象征。人们认为它的角的力量能够压制任何道德败坏的事情。同时有贞洁的含义，是完美骑士的代表。建建议二、示范区完二、示范区完备
81、才能开才能开盘，开，开盘必必须一一鸣惊人惊人Recommendation II, complete demonstration area can be opened, opening must be a blockbuster 豪宅最重要的是现场的感染力和打动力。一切都跟随着工程走。工程能够顺利完工，呈现出最好的效果才能开盘。开盘必须惊艳北京，令大众敬仰。如果现场示范区达不到效果，必须延迟到能够达到效果再开。时机胜于完美，对于豪宅来讲，完美才是最好的时机。Mansion is the scene of the most important infectious and playing powe
82、r. All are related with the project to go. Projects can be completed smoothly, showing the best results can be opened. Open must be stunning in Beijing, for the public to admire. If the on-site demonstration zone reach results, we must defer to open enough to achieve the desired effect. The timing i
83、s better than perfect, for luxury is concerned, the perfect is the best time.第二部分、第二部分、销售售我我们对于于销售的建售的建议The second part of the sales - we sell recommendations“圈圈层营销”Spheres Marketing是一套建立在了解客户需求基础上并为他们提供特色服务的营销方式。每个公司，每个项目都在做圈层营销，我们也是！Is a set of built on the basis of understanding of customer needs
84、 and provide them with features of services marketing.Every company, every project is doing spheres marketing, We are also!但不同的是，我们是做：高高 端端 圈圈 层 营 销But the difference is that we do: high-end spheres Marketing营销模式的模式的转变Marketing paradigm shift从有限空间面对有限的专属客户从出售特属产品转变到寻找特种客户从某些客户可能要买这类产品转变为这类产品应属于某些特定的
85、客户From the limited space and limited exclusive customerIs from the sale of special products for special customers transition toFrom some customers may want to buy such products for such changesProduct should belong to certain customers圈层Spheres积累顶级人群的客户，通过利用已有地缘性客户和本身的高端资源迅速在其所在的高端“圈层”打开知名度，启动销售。并利用
86、这部分客户口碑传代，扩大项目美誉度。Accumulation of the top groups of customers, through the use of existing geographical nature of the high-end customers and their own resources rapidly in their high-end “spheres” open awareness。渠道Channel对高端圈层的到达渠道充分了解，在需要继续放大客户量的同时，通过这些高端渠道，结合部分有选择性的公众媒体，迅速补充和增强客户量。heres of the arr
87、ival of high-end channels to fully understand the need to continue to enlarge the amount of customers at the same time, through these high-end channels, combined with some selective public media, 现场Field通过精致的销售道具、仪式化的销售服务，使得客户来到销售现场后，使客户最终落定，提高成交比率。Through the sale of sophisticated props, ritual-ori
88、ented marketing services, enabling customers to sell the scene, so that customers eventually will improve the turnover ratio.对高端的高端的诠释，要充分，要充分调动诉求求对象的象的视觉、听、听觉、嗅嗅觉、触、触觉和味和味觉。On the interpretation of symbols, it is necessary to fully mobilize their appeal is visual, hearing, smell, touch and taste.他们
89、坚称世界是由少数人控制的，在他们的生活半径里聚集着拥有极度权利、极度财富和极度智慧的人。They insisted that the world is controlled by a small number of people in their lives radius of the right to gather in the possession of extreme, extreme wealth and extreme wisdom of people.面对这样的客群，和这样的超豪宅。唯一和矜贵是价值感体现必需的心理氛围。也是我们对于营销建议的核心目标。 营销中如何制造这种心理氛围？
90、仪式与隔离。1、项目必须有自己的仪式；2、项目必须隔离非目标人群。Faced with such a customer base, and such a super-luxury.Unique and expansive sense of value reflects the psychological atmosphere necessary.Recommendations for the marketing of our core objectives.Marketing how to make this kind of psychological atmosphere?Ceremony
91、and isolation.1, the project must have its own rituals;2, the project must be isolated non-target populations.仪式化式化营销1、前期的预约和资格认证必不可少。2、约访时间内，只接待这一位客户。3、客户来访过程中，应该以一个专业团队来服务客户， 并且回答客户所提出的任何问题。Ceremony Marketing1, pre-appointment and certification are essential.2, Yuefang time, only received this one
92、 customer.3, the customer visit process, should be a team of professionals to serve customers,And to answer any questions customers.4、这个团队建议：一名建筑工程师，一名装饰工程师， 一名机电工程师，一名物业大管家，一名金钥匙， 一名专业销售师，六人联合作业，分别解答不同的问题。5、在整个客户来访的过程中，必须仪式感做足， 将楼书和其他销售资料等过程一定要设计的非常合理。4, the team recommends that: a construction eng
93、ineer, a decorated engineer,A mechanical and electrical engineers, a large property manager, an overseas Chinese music keys,A professional sales division, six co-operation, respectively, to answer different questions.5, throughout the course of visiting clients, we must spare no sense of ceremony,Be
94、 Loushu and other sales information, etc., the process must be designed very reasonable.这样做的目的在于：做的目的在于：科学和理性的方法，以工程师的口吻 ， 阐释本项目的科技含量及功能；逻辑和历史的态度，以社会学家的见识 ，勾勒本项目的社会功用及意义；艺术和超验的精神，以人文学者的直觉，阐释本项目的想象空间和内在价值；经济和财富的视角，以精算师的计算，告之本项目的升值潜力。The aim is to:The scientific and rational approach to engineer tone
95、to explain the scientific and technological content and functions;Logic and history, attitude, sociologist insight, hooks network social function of this project and its significance;Arts and transcendent spirit of the humanities scholars intuition to explain the project space and the intrinsic valu
96、e of imagination;The perspective of the economy and wealth in order to actuarial calculations, warning of the appreciation potential of this project.品牌品牌规范建范建议Brand specification recommends凡是成功的品牌，皆有自己的品牌行为标准：例如“奔驰”，只在特定的杂志封面或者特定的尺寸做广告。项目是独一无二的超豪宅品牌，必须在VI视觉系统外，也确立品牌行为系统：规范项目宣传过程的每一个关键点，由点成面组成项目完整如一的
97、品牌气质。这个品牌行为系统也可视作整个营销过程中都需遵守的大原则：一经确立，必须贯彻执行。Any successful brand has its own brand standards of conduct: for example, Mercedes Benz,Only in doing a particular magazine cover or a specific size of advertising.Project is a unique ultra-luxury brand, must be VI visual system,Also established the brand
98、 behavior systems: specification of the project advocates the process of each of the key points,Composition from the point into the surface like a complete brand temperament.Behavior of the system also be seen as the brand throughout the marketing process are subject to compliance with the major pri
99、nciples:Once established, must be implemented.品牌行品牌行为系系统 Brand Behavior System1、除销售资料外，不在大众宣传中正面提及产品细节（产品细节点需要客户在现场感受）；2、所有宣传推广中，拒绝叫卖式的广告和推广，自信的表达是整体调性控制。3、只与其他行业的顶级品牌联袂举办活动；4、“预约制”是客户参与活动的唯一方式；5、以项目名义发布的广告，版面不得小于整版；6、所有印刷品纸质，类别要有不同的统一用纸，形成客群心目中的专属。类似LV、连卡佛。1, in addition to sales information, not t
100、o mention public awareness of the positive product details (product details of the area that needs customer experience in the field);2, all the publicity and refused to peddle style advertising and promotion, self-confident expression of the overall tonal control.3, only the top brands in other indu
101、stries to organize activities side by side;4, booking system is the only way for customers to participate in activities;5, the project issued on behalf of advertising, not less than a full page layout;6, all printed on paper, there are separate categories of the unity of paper to form the exclusive
102、customer group in mind. Similar to the LV, Lane Crawford.第三部分、品牌第三部分、品牌如何提升首如何提升首钢融融创品牌品牌The third part of the brand - how to upgrade the Shougang melt brand如何通如何通过本本项目提升首目提升首钢融融创的公司品牌的公司品牌？How to create this project to enhance the corporate brand Shougang melt?要缔造公司的品牌推广，唯一拥有市场声誉的途径是：拥有具有市有具有市场优势的品
103、牌。的品牌。To create the companys brand promotion, the only way to have a market reputation are: Brand has a market advantage.产品品牌：西山品品牌：西山阙，门泊山河，院藏国基。泊山河，院藏国基。Product Brand: Western Hills Que, gate park mountains and rivers, the hospital Tibet IMF.品牌内涵：不可复制的区域带来的不可复制的产品，更带来不可复制的人文基础。环境的稀缺，产品大院文化的赋予，以及针对
104、西区客群的影响力，形成京城西区第一高端地产品牌。Brand meaning: Do not copy the region can not be brought to copy the product, but also can not be copied to bring the humanities.The scarcity of the environment, the product compound to give the culture, and the customer base for the Western influence, the formation of the We
105、stern capital, the first high-end real estate brand.公司品牌：高端公司品牌：高端创新豪宅的引新豪宅的引领者者The companys brand: the leader in luxury high-end innovation品牌内涵：不是星河湾的那种豪宅，不是御园的那种传统意义上的豪宅，是在传统价值传承的基础之上，创新的引入大院文化作为产品突破，形成新豪宅引领者的高端市场品牌。Brand meaning: It is not the kind of Star River mansion, not the kind of imperial
106、garden in the traditional sense of the mansion, is based on the transmission of traditional values, innovation and the introduction of a breakthrough compound in culture as a product to form a new luxury leader in the high - mid-market brand.我我们现在的位置在的位置We are now the location of首钢融创有些印象，就是北京做过的那个禧福
107、汇；那不是融创和首创的联合体么；好像是个很有背景的开发商；好像没有做出什么大项目的开发商。Shougang financial record . .Some of the impression that Beijing did that Xi Fu Hui;That is not financial record and the first union of Yao;Seems to be a useful background to the developer;Does not seem to make any major project developer.我我们要达到的目要达到的目标We
108、 want to achieve首钢融创原来是个高端豪宅的专家，每一个产品都和别的产品不一样，很用心，也能创新；西边的那个豪宅项目就是他们做的，做的真好；不得不说，这个开发商的每一个产品都是精品。Shougang financial record . .The original is a high-end luxury experts,Every product and other products do not like me, very carefully, but also innovation;West of that project for luxury homes is that
109、they do, to do nice;Have to say, the developers of each product is fine.途径途径Way1、立足北京，放眼全国，开、立足北京，放眼全国，开发有亮点的有亮点的项目目从首钢融创目前在北京做的每一个精品项目，逐步开发和建设都要有亮点的项目，比如这个项目的大院，禧福汇的中国元素。全国范围的拿地也要在区域和人文之间有衔接。1, based in Beijing, look at the whole country, there are highlights of the project developmentShougang melt
110、 from the first record is currently based in Beijing so that every project is a fine, progressive development and construction projects should have a bright spot, such as this project compound, Hereford sinks Chinese elements. Take a nationwide land but also in the regional and cultural convergence
111、between.2、将 “西山阙”这个项目作为基点推广启动 “首钢融创”高端创新豪宅引领者的品牌形象。3、公关为主，广告为辅；制造舆论关注，采用相对高档奢侈的公关活动或者主流媒体展开品牌的推广传播。2, the words Nishiyama Que to promote this project as the basis to start, Shougang financial record high-end luxury leader in innovation and brand image.3, the main public relations, advertising supple
112、ment;Manufacturing attention of the media, using a relatively high-end luxury public relations activities or the mainstream media started to promote the brand communication.品牌推广步品牌推广步骤：Branding steps:首先，首钢融创品牌，通过公众媒体宣传产品，迅速打开产品知名度；在项目销售达到一定的基础之后，通过高端圈层营销扩大项目的美誉度口碑传播；在项目销售基本稳定，已形成单个热销项目品牌，总结经验形成该高端品牌
113、产品体系，通过专业渠道拔高项目品牌，并进而带动首钢融创公司品牌上升。First, the Shougang financial brand through public media products, quickly open the product awareness;Sales in the project to reach a certain basis, the adoption of high-end spheres expand the projects reputation reputation of marketing communication;Sales in the pr
114、oject is basically stable, has formed a single hot-selling item brands, sum up experience and the formation of the high-end brand products system, and through professional channels, overstating the project brand, Shougang financial record and thus drive up the companys brand.四个四个层次推广公司品牌次推广公司品牌Four
115、levels to promote the companys brand第一层次：体现品牌利益暨产品的理性价值；主要品牌推广的诉求为：大国阶段。从区域入手，延展产品自身的优点以及与客户共通的产品感觉和项目感觉。各种媒体统一产品宣传，而同时一定保持首钢融创的高层的媒体出镜率，在业内杂志的频率，谈项目的打造。The first level: the brand and product interests of the rational values;The aspirations of the main brand as follows: power stage. From the regiona
116、l to start to extend the advantages of the product itself, as well as with customers and project a common sense of feeling of the product.A unified product promotion in all media, while Shougang financial record must take a high-level media appearance rate on the frequency of magazines in the indust
117、ry to talk about the project to build.第二层次：体现品牌关系暨产品的感性价值；主要品牌推广的诉求是大隐阶段，针对客群与环境和产品之间的关系。其主要推广渠道是以客户为中心的小众圈层，以互动性和感知性的方式产生品牌推广作用。首钢融创在圈层营销的客户会中渗入公司品牌的执行力，让客户感受。甚至考虑在上海、香港、新加坡等地的异地宣传，推广产品和公司品牌。The second level: the relationship between the brand and product of the emotional value;Demand is the main b
118、rand saphenous stage, and the environment for the customer base and product relationships.The main promotional channel is a customer-centric minority spheres in an interactive nature and the way we perceive the role of brand promotion. Shougang financial hit in the spheres of marketing to customers
119、will be incorporated into the companys brand of execution to allow customers to experience. Even consider in Shanghai, Hong Kong, Singapore and other places off-site publicity, promotional products and corporate brand.第三层次：体现品牌文化内涵和创新产品价值:主要品牌的诉求是大院阶段，围绕大院文化和项目产品的最大特色，样板示范区开放，并且可以售VIP卡。主要方式为VIP卡就是首钢
120、融创的高端客户会成立、小众客户互动活动以及首钢融创与其他国际化品牌互动为主的高端圈层营销。同时，保证首钢融创的高层领导能够不定期的参与到客户活动中和小众媒体的出镜，目的是拉近与客户的距离，带给客户受到重视的感受。The third level: the brand value of cultural content and innovative products:Leading brands in its quest compound phase, and projects around the compound of cultural products, most prominent fea
121、ture of a model demonstration area open, and can sell VIP cards. VIP card is the main way for Shougang financial record of the high-end customers will be set up, small group activities as well as customer interaction Shougang financial hit with the other international brands dominated the high-end i
122、nteractive marketing spheres. At the same time to ensure that Shougang financial record of the senior leadership can participate in from time to time to the client activity and the appearance of minority media, the aim is to narrow the distance with the customer, bringing the feeling of customer att
123、ention.第四层次：体现品牌个性暨产品的象征性价值产品诉求到大家阶段，就产品和客户感受独特性以及品牌推广过程的事件及影响加以总结，形成项的个性品牌感觉，并能够形成具有象征性的价值体系，进而将其转换成为独特的品牌特征，再将该品牌特征进行进一步推广，其主要推广方式为专业书籍的发行、创新品牌的研讨会以及品牌延伸。The fourth level: the product reflects the brand personality-cum-symbolic value,Product appeals to all stages of product and customer experience
124、 as well as the uniqueness of the brand extension process and impact of the events to be summarized to form a sense of the brand personality items, and be able to form a symbolic system of values, and then convert it into distinctive brand features in , and then to further promote the brand characte
125、ristics, the main way for professionals to promote the circulation of books, seminars and innovative brand, brand extension.第四部分、第四部分、团队我我们的的团队提供的服提供的服务Part IV, the team - our team the services provided by为什么我什么我们有信心服有信心服务好本好本项目？目？Why do we have confidence in the service is good in this item?典晶典晶创艺，
126、从从2000年起，至今年起，至今为止服止服务上百个房地上百个房地产全案客全案客户。Code Crystal Creative Arts, from 2000 onwards, so far service hundreds of clients all cases.并且，我们服务高端项目首创-缘溪堂、国奥村、阳光上东、万科-西山庭院、NAGA、昌盛-双喜城、金地-长青湾、中信城等等，铸就了专业的团队。Also, we serve high-end items first - edge of River Hall, Olympic Village, Upper East Side, Vanke
127、- Western Hills garden, NAGA, prosperous - Double Happiness City, Golden - Evergreen Bay, CITIC City, and so on, cast a professional team.本本项目服目服务团队The Project Services Team典晶机构总经理：施宝成服务项目：北京万科城市花园、天津万科都市芳园、沈阳万科城市花园、北京现代花园、天津万科新城、百盛购物中心及马来西亚金狮集团、欧陆经典万兴苑、华世隆国际公寓、戴德梁行、仲量联行、丽宛国际公寓公司成立以来所有项目Code of crys
128、talline bodies General Manager: Shi Bao Cheng Services: Beijing Wanke City Garden, Tianjin Vanke Doushifangyuan, Shenyang Vanke City Garden, Beijing Hyundai, Garden, Tianjin Vanke Metro, Parkson Shopping Center and the Malaysian Lion Group, the European classical Wanxingyuan, Hua Shi Lung Internatio
129、nal Apartment, DTZ副总经理：任栋服务项目：万科西山庭院、华悦国际、五栋大楼、万科青青家园、中关村E世界、NAGA上院、长青藤、北京创意、亲亲Townhouse、鲁能格拉斯小镇等公司目前服务所有项目Vice President: Dong Ren Services: Vanke Western Hills garden, Yuet International, Wudongdalou, Vanke green homes, Zhongguancun E World, NAGA the House of Lords, Ivy, Beijing, creativity, kiss
130、Townhouse, s 创作总监：高扬缘溪堂、阿尔法社区、国奥村、东方财富广场、广州荔港南湾、阳光都市、DBC、华悦国际、傲城、长青藤、华侨城、阳光上东等目前服务所有项目。Creative Director: Gao Yang Margin Creek Church, Alpha community, Olympic Village, the East Fortune Plaza, Guangzhou Ligangnanwan, sun city, DBC California, living area, Xinhua Sports & Entertainment International
131、, Ao City, Ivy, OCT, Upper East Side and so on all the items of current services. 客户总监：陈佳服务项目：凤凰城、欧园北欧印象、郦城、陶然北岸、北京万达广场、缘溪堂、北京IFC等。Account Director: Jia Chen Services: Phoenix Park, Europe and the Nordic impression, Li City, Tao Ran north shore, Beijing Wanda Plaza, margin Creek Church, Beijing, IFC
132、 and so on. 设计总监：卢启健缘溪堂、国奥村、北京像素、耕天下、巴克寓所、三里河五号院、交大嘉园、彩虹城、万科星园、吉利汽车、通化车宝、红岩重卡、华侨城、华悦国际、长青藤、梵谷水郡等。Design Director: LU Qi Jian Margin Creek Hall, Olympic Village, Beijing pixels, farming world, Buck apartments, Sanlihe on the 5th hospital Jiaodajiayuan, Caihong Cheng, Wankexingyuan, Geely Automobile,
133、Tonghua car treasure, Hongyan heavy truck, OCT, Wah Yuet International, Ivy, Van Gogh and other water-gun. 美术指导：赵中华阳光上东、华侨城、缘溪堂、园墅、曼城阿尔法、西安高科、万达广场、A-Z town首创爱这城、IFC等Art Director: Zhao China Upper East Side, OCT, margin Creek Church, garden villa, Manchester City Alfa, Xian Hi-tech, Wanda Plaza, AZ t
134、owns first love this city, IFC, etc.资深文案：贺文服务项目：昆仑公寓、布洛城、皇石国际、韦伯国际商务港、桃花岛、独墅逸致、湾流汇、橡树湾、德胜凯旋公寓、金融街中心、A-Ztown爱这城、首创和平大道、夏宫、金宝城Copywriter: Wen Services: Kunlun apartments, blowing the city, Wong Shek International, Webber International Business Hong Kong, Peach Blossom Island, alone villa Yat-induced,
135、the Gulf Stream sinks, Oak Bay, Desheng Triumph apartments, Financial Street Center, A-Ztown love this city, first Peace Avenue, Palace, Campbell Town【 服务体系及工作方式 】 【 模块 】 市市场咨咨询协作作单位位： 伟业经纪中原地产华高莱斯世联顾问公关活公关活动协作作单位位：阔幕公关赛博互动商拓公关媒体及媒体及软性宣性宣传协作作单位：位：纸媒媒新京报新北京楼市 京华时报 中华工商时报 中国建设报 安家 新地产 楼市 中国房地产报 经济观察报
136、21世纪经济报道 电视北京电视台广厦时代周刊 北京电视台北京房产报道 网网络焦点网 新浪 展展览、印刷、制作、印刷、制作协作作单位：位： 星宇世纪双臣数码佳信达爱丽精特及时星展示同鑫展示等案例展示案例展示Case Show城市集合住宅代表作品，成功塑造上城市集合住宅代表作品，成功塑造上东区概念区概念City Residential on behalf of a collection of works, the success of the concept of shaping the Upper East Side质值论Onthequalitativevalue土地土地Land产品品Produ
137、cts土地土地质的的变化化Aqualitativechangeintheland产品品值的提升的提升Productvalueenhancement【方法】从从2003年至年至2005年，阳光上年，阳光上东。From2003to2005,UpperEastSide.北京。首创出品。70万平米体量。定义区域上东区，在北京率先以阳光财富，人居上东对应新生代财富阶层，成为东区高端客群置业的第一选择。Beijing.FirstChuPin.700thousandsquaremetersbodymass.DefinedareaontheEasternDistrict,inBeijing,thefirstt
138、osunlightofwealth,HabitatUpperEastcorrespondstothenewgenerationofwealthstrata,Easternhigh-endcustomerbasetobecomethefirstchoiceofhomeownership.2006、2007，市，市场如何，不用再提。如何，不用再提。2006,2007, how the market, do not mention.2008年，阳光上年，阳光上东重回典晶。重回典晶。重新发掘阳光上东的核心价值，摒弃安徒生花园这个名字，让丹麦组团在2008年逆市上升，并且成为典晶服务有始有终的项目。In
139、 2008, the Upper East Side back to Code crystal.Rediscover the core values of Upper East Side, get rid of the name Hans Christian Andersen Garden,Formed a delegation to Denmark in 2008 increased in spite of, and become a Code of crystal services have beginnings and ends of projects.豪宅代表作品，极度挖掘皇家地脉价豪
140、宅代表作品，极度挖掘皇家地脉价值Luxury of representative works, extreme digging to pulse the value of the Royal盛景缘溪，首创置业西区最高端项目，从0509。Spectacular margin Creek, Westerns first top-end items, from 05-09.05国之建筑，中的精神国之建筑，中的精神05 - nation building, in the spirit of the06开启皇家居住文化新开启皇家居住文化新纪元元06 - Open the new era of royal living culture07中中华御景，盛世国宅御景，盛世国宅07 - Scenic China, flourishing country house08垂范中国上垂范中国上层08 - an example for Chinas upper09垂御国景，垂御国景，传世之范世之范09 - Chui King Imperial States, handed down the FanTHANKS
