Planning of press conference after the completion of real estate.

Www.fangce.net project advertising planning library policy network.

I. Introduction

As the "land king" project in Shenzhen, the west coast of mangrove is a coastal property to be launched by Blackstone Real Estate. The west bank of mangrove forest is located in the reclamation area of OCT, north of Binhai Avenue, east of Shahe East Road, west of Shenzhen Bay No.1 Road and south of Baishi Road. Covering an area of 75,000 square meters, the open tender price of 200 1 is as high as 780 million yuan, with a total construction area of 255,300 square meters. The property has a unique natural landscape environment: the front of the property is an invincible sea view overlooking Tin Shui Wai in Hong Kong, the south is mangrove wetland, the west is Shahe Golf Course, and the north is Shenzhen Overseas Chinese Town and the window of the world, a famous scenic spot; On the north side of the project, you can see the planned theme park in Hongshuwan. The project was designed by Bernardo, a famous American architect, and built by highly international teams in various fields. It will build a modern noble residential community with the most coastal characteristics in South China.

The west bank of Baishida Mangrove will lead the new style of luxury houses in Shenzhen, and become an ideal residence and noble community for the newly affluent class in China to invest and live.

Second, the market analysis

(A) Shenzhen luxury market conditions

The luxury structure of an urban housing market should be related to the structure of a city's private wealth and the consumption demand of an urban luxury market. In a mature market, the number of luxury houses should account for 5% of the total housing stock-10%. At present, the luxury residential market in Shenzhen is still in the primary stage and scarce stage, and the concentration and stability of the wealth class are not enough, and the market development of scarce resources such as mountains and seas is not enough.

In 2003, the number of luxury residential projects for sale in Shenzhen was less than 15, which was about one third of that in 2002. Property types include villas, townhouses, small high-rise, high-rise and super-high-rise buildings. In 2003, the hot spots of luxury houses were Xiangmi Lake and OCT, among which Xiangmi Lake was dominated by townhouses and small high-rise buildings, while OCT was dominated by high-rise buildings. In 2003, the luxury residential market had a remarkable feature. The more luxurious houses are, the more expensive luxury houses are. The more popular luxury houses in Xiangmihu and OCT areas maintain a good sales status. For example, the second phase of Shuixie Huadu has been sold out in three months, Xiyuan has sold more than half, China Travel International Mansion has sold more than half, and Portofino Pure Waterfront and Swan Castle Phase II have also maintained an ideal sales trend.

From the price point of view, the average price of luxury houses sold well in 2003 was generally higher, such as the average price of Shuixie Huadu Phase II was about 1.05 million yuan/square meter, the average price of Xiyuan was about 9,200-9,700 yuan/square meter, the average price of Portofino was about 9,500 yuan/square meter, the average price of Song Ya residence was about 9,500 yuan/square meter, and the average price of mangrove Oriental was more than/kloc in Yun Shenchu. On the whole, the average price of luxury houses in 2003 was slightly higher than that in 2002, and the sales speed was not bad, which fully showed that the demand for luxury houses still existed and the market demand was still relatively strong, but there were no corresponding suitable products.

(B) Nanshan District real estate market forecast housing policy network

In 2003, for the commercial housing development in Nanshan, it should be a year of maintaining rapid growth and continuing to soar. The approved pre-sale and sales area have reached record highs, and all indicators show that the market is running well.

In the next two years, under the influence of the rapid growth of real estate, although there will be some growth in vacant residential area, the impact on the market will not be too great. In 2003, Houhai real estate in this region achieved good sales performance after intensive entry into the market, which shows the great attraction of Nanshan market. In the year when the whole city entered the digestion inventory, the substantial increase of Nanshan supply will undoubtedly become one of the new hot spots in the market this year.

The construction of Houhai Binhai Corridor will lead Houhai to become a new noble community with invincible seascape in Shenzhen, and the successful experience of OCT will be transplanted to the south. Houhai and the central part of Nanshan District will be hot spots in the next two years. The commencement of the large-scale mangrove west bank project in the reclamation area of OCT will set off a new round of "OCT fever".

(3) Mangrove Bay Market Prospect Housing Policy Network

Since 1998, the reclamation project to build Binhai Avenue has created 2.9 square kilometers of land on the beach near Shenzhen Bay-Hongshuwan Reclamation Area. Shenzhen Municipal Government has positioned it as: in five years, with a brand-new lifestyle, it will build the city's largest residential community and lake-view tourist area, realize the characteristics of Shenzhen as a coastal city, and make it a window, business card and brand of Shenzhen. In the design scheme of Shenzhen Planning Institute, there is the design of Shenzhen Bay Freshwater Beach Swimming Pool, which is the largest outdoor freshwater swimming pool in China. There is a real beach on the north side of the swimming pool and an infinite boundary on the bay side, just like a pool of clear water flowing into the bay. It can be seen that the Shenzhen government has planned Hongshuwan as a high-grade leisure area and a noble residential area.

The planning of Shenzhen Bay Binhai Leisure Area 15km ecological corridor has made the plot form a greater ecological advantage. The land king of Shenzhen Mangrove Bay has set a sky-high price on the west bank of Mangrove, and it is bound to build a top luxury house in this area.

Third, the product analysis room policy network

(A) SWOT analysis

1. Advantages

(1) Natural environment: The property has a unique natural landscape environment: the front of the property is an invincible sea view, adjacent to Tin Shui Wai and Mangrove Wetland in Hong Kong in the south, Shahe Golf Course in the west, and OCT in Shenzhen Tourist Area in the north, the window of the world, a famous scenic spot.

(2) Developer's brand: The first and second phases of Baishida Garden have successively won the Silver Award of People's Republic of China (PRC) National Quality Award, the First Prize of Excellent Architectural Design of the Ministry of Construction, the National Excellent Residential District Environmental Special Gold Award, Guangdong Excellent Residential District, Shenzhen Gold Medal Noble Mansion, etc. In 2000, it was also the only commercial residential community in Shenzhen to participate in the international garden city appraisal, which made due contributions to the reputation of Shenzhen as an "international garden city".

(3) Professional services: Blackstone Real Estate has recruited 20 beautiful women as sales ladies nationwide in the form of competitions, and plans to send these sales ladies to Singapore for training, including real estate construction, advanced property management, social etiquette and so on. These well-trained property consultants will provide all-round services from house selection, house purchase to occupancy for customers on the west bank of mangrove forest.

2. Disadvantage w

(1) Environmental resources: The water quality of Shenzhen Bay is worrying, and the air quality of mangrove wetland needs to be improved.

(2) Commercial facilities: The current planning of Shenzhen Bay Area lacks large-scale commercial facilities.

3. opportunity point o

(1) favorable factors for government planning and development: The Shenzhen Municipal Government has planned Hongshuwan as the largest residential community and lakeview tourist area in the city, with a brand-new lifestyle.

(2) The implementation of 2)CEPA has increased the popularity of people in Shenzhen luxury market.

(3) Blackstone Mangrove West Coast Property Consultant Selection Competition has greatly increased the popularity of Mangrove West Coast and has a high reputation.

4. Risk testing

Shenzhen luxury residential market is fiercely competitive, and marketing methods emerge one after another. Blackstone Real Estate bought this place at a sky-high price, and created the image of a top luxury house, which is bound to create a unique and extraordinary future on the west bank of the mangrove forest. Therefore, how to carefully build the west coast of mangrove forest is a marketing problem, and it is also a problem of venture capital opportunities and challenges.

(2) Economic indicators

Total construction area: 75 10 1.8 m2.

Total construction area: 255,300 square meters

Club: 3000 square meters

Kindergarten: 3,000 square meters

Total households: about 1330 households.

Architectural form: Three houses are built around an artificial lake with an area of 1 000 square meters.

Type of apartment: two bedrooms and two halls, three bedrooms and two halls, four bedrooms and two halls, duplex apartment, with a construction area of 120-520 square meters.

Huxing characteristics: plate structure building has good lighting and ventilation performance; All apartments are dual-use, and there are super-luxury apartments with two stairs and one household, with low building density, no eye contact and good privacy.

Estimated time to enter the market: July and August 2004.

Fourth, audience analysis.

(A) product positioning

Best real estate brand positioning: high-end residential

Mangrove property positioning on the west bank of Jordan River: luxury house, top seaside luxury house in South China, noble humanistic community.

(B) the audience positioning

From the analysis of product positioning, the owners on the west side of mangrove forest should be the emerging affluent class in China. They are social elites with absolute wealth. This group of people effectively comes from three aspects.

1. Returnees: Shenzhen's economic development has always been at the forefront of the country. Shenzhen is a city favored by returnees. Returnees who come to Shenzhen to invest and start businesses are likely to become new residents of luxury homes in Shenzhen.

2. Some Hong Kong-funded companies: Some Hong Kong-funded companies may purchase luxury houses as residences for senior staff, or specially purchase them for investment purposes.

3. Chinese mainland tycoons: mainland tycoons who intend to settle in Shenzhen and invest and start businesses. A mansion is a symbol of identity and status, and it may also become a dream home for the rich to realize their material and spiritual pursuits.

Verb (abbreviation of verb) advertising strategy

(1) Pre-sale stage

This stage focuses on marketing and media interaction, highlighting the advantages and services of luxury homes.

1. Using newspapers and magazines, this paper introduces 20 property consultants carefully selected by Blackstone in stages, which makes the sensational effect of the Mangrove West Coast Property Consultant Selection Competition spread continuously and shows the service style of property buyers in Mangrove West Coast.

2. Grasping the new trend of real estate, the person in charge of the mangrove west coast project spoke and publicized the mangrove west coast in the form of news and public opinion.

3. Blackstone Garden has formed a friendly community with the aristocratic community in Japan, which can create more opportunities to provide transnational services for the owners, such as sending the owners to Japan for free, and the children of the owners can enjoy the preferential treatment of studying in Japan.

4. Hold the Blackstone Football League and invite football stars to speak for the mangrove forest on the west bank of Jordan River.

5. Invite internationally renowned property management companies, sales agents and smart home manufacturers to join Blackstone and work together to build the west bank of mangroves.

(2) Open stage

At this stage, we will consider media suspense and implement SP strategy.

1. Set up outdoor billboards in airports, ports and other areas where audiences are easy to appear.

2. Hold a public sale meeting in the sales hall on the west bank of mangrove, officially announce the sale, invite users with golden sunflower card to participate, and hold a reception and a stunning new Silk Road model performance to thank the guests.

3. The signing ceremony of the internal subscription owner: This move focuses on the persuasiveness of products and brands in the industry, so that buyers have a sense of professional trust.

4. Participate in the Spring Fair, show the elegant demeanour of the west coast of mangroves, send property consultants to enter the market, vigorously publicize the west coast of mangroves and promote sales.

(3) Strong sales stage

Media means: buy out a full-page newspaper to show the taste of real estate and the lifestyle contained in it, and organize the beautiful articles and hot spots of the corresponding real estate market around the characteristics and life concept of the west coast of mangroves.

(4) continuous stage

At this stage, due to the end of the project, the focus will be on the model houses in real life. We can organize the introduction of fully renovated model rooms, and jointly organize the "Integrity Decoration" plan with well-known decoration enterprises according to the suggestions of customers in the new model rooms. The plan will impress customers with many details, so that customers can buy a fully renovated house with confidence, saving some complicated work and worries.

Sixth, advertising performance strategy.

Focus of appeal: star management, smart home

Core Value: Top Coastal Noble Community

Advertising theme: live a good life and be kind to yourself.

Advertising slogan: five-star home, six-star life

Advertising picture creativity:

(A) the initial opening of advertising creativity

(1) Promote corporate brand: build home with integrity and persistent service. A beautiful real estate consultant with a smile is carrying a tray. The tray is not food, but a planning model of the west coast of mangrove forest.

(2) Upgrading the real estate brand: Shenzhen's top coastal noble cultural community. A. With the soft, calm and blue sea as the background, the architectural planner showed us the design of his seaside mansion, which was integrated with the sea view. B, hire a star who will buy mangroves on the west bank of Jordan River in advance to speak for the mangroves on the west bank of Jordan River: "I like living here!"

(2) Shoot the mangrove west bank in real scene, arrange the plane composition reasonably, and fully show the focus of appeal (Note: this scheme cannot be implemented perfectly for the time being, and the mangrove west bank is under initial construction. )

(3) A series of real estate advertisements:

(1) The pleasure of playing golf: A middle-aged man waved a golf ball with a comfortable and confident smile on his face.

(2) Watch the balcony for wine tasting: At dusk, a beautiful woman gracefully held a goblet in one hand and put it on the jade railing of the balcony with the other hand, overlooking the deep blue sea view.

(3) Bedroom close to nature: 180 Window opening, seascape sky outside the window, colorful curtains, soft and chic desk lamp, Barbie doll lying on a hotbed.

(4) Glowing diamonds: The buildings on the west bank of mangroves are inlaid with diamonds, which give off a faint blue light and set off the nobility of the coastal area.

Newspaper advertising copy:

Shangri-la's luxury, five-star enjoyment. However, it is not home, at least, it doesn't belong to you alone.

On the west bank of mangrove forest, we will build a five-star home and a six-star life for you.

Star planning

Mr. Bernardo, an international architect and academician of the American Institute of Architecture, planned and designed, and assembled highly international teams in various fields to build it.

Star brand

Blackstone Garden has made great contributions to Shenzhen winning the title of "International Garden City". Shenzhen goes to the world, and Blackstone is famous in Kyushu. The sky-high price captured the mangrove bay, and the west coast of the mangrove rebuilt the myth.

Star service

Search China, and 20 talented and tall real estate consultants will serve you intimately.

Star management

Shenzhen took the lead in introducing the "golden key service" system of international hotels, and achieved good service with international service standards.

Star life

30 million dollars to build wireless city, the international big three tailor-made for you.

Star enjoyment

Life color and natural melody: invincible sea view in front, overlooking Hong Kong Tin Shui Wai, mangrove wetland in the south, Shahe Golf Course in the west, Overseas Chinese Town in Shenzhen Tourist Area in the north and the window of the world, a famous scenic spot; On the north side of the project, you can see the planned theme park in Hongshuwan.

Other necessary elements: investors, developers, sales agents, property management, geographical map, sales hotline.

Seven, media strategy

The media propaganda on the west coast of mangrove mainly adopts newspaper, outdoor and internet, and appeals from multiple angles.

1. Newspapers: Hong Kong Oriental Daily, Shenzhen Bao Jing, Shenzhen Evening News.

Layout form: full page, 1/2, 1/4.

Release time: July 2004 -65438+ 10.

Release frequency: about 20 times (release content and time interval depend on sales volume)

2. Outdoor advertising: Hong Kong, Shenzhen ports and airports, near mangrove bay.

Billboard size: 2m×1.5m2.5m×1.8m3m× 2.5m.

Advertising banner:10m× 0.5m.

Release time: May 2004-65438+February.

3. Network: employ network experts to make web pages, publish real estate information on the west coast of mangroves online, and open an online house selling system. You can consider making some dynamic advertisements on the real estate website.

Eight, advertising prediction effect

Under the sensational effect of the Mangrove West Bank Real Estate Consultant Selection Competition, Blackstone Mangrove West Bank has always attracted the attention of Shenzhen Real Estate. Baishida Mangroves The west bank of Jordan River is the focus of Shenzhen Hongshuwan, and its efforts to build a top coastal noble community in South China are also in full swing.

The signing ceremony of Golden Key Property Management Service on the West Coast of Blackstone Mangrove indicates that Blackstone Property has become the first noble residential property management company in Shenzhen to successfully introduce the "Golden Key Service" system of international hotels.

Blackstone invested $30 million to build wireless city on the west coast of mangrove forest, and signed strategic cooperation agreements with international IT giant LG, American automation control leader Honeywell and domestic famous Internet companies. Mangrove will become the first high-end community in China to adopt international intelligence on a large scale.

The cooperation between Blackstone Real Estate and Shenzhen Zhongyuan has accelerated the exhibition service space of mangroves on the west bank of Jordan River in Hong Kong.

All the above actions show that Blackstone's pioneering work on the west bank of mangrove will promote the smooth sales of real estate on the west bank of mangrove. Further marketing activities on the west coast of mangroves will accelerate the hot sale of real estate.

On the problems of real estate marketing planning scheme

Copy of real estate marketing planning-please click:/article/index.html.

Free download of real estate planning scheme-please click:/soft/index.html.

References: