How to Create "tourism real estate Brand"

Crowd Positioning-What kind of crowd, white-collar workers? Middle class? Rich class, top class? You need to plan ahead and make plans first.

Product positioning-as far as holiday houses are concerned, they are divided into middle, high and low end. As far as product lines are concerned, there are holiday houses, apartments and villas. As far as the overall market is concerned, Sanya in Hainan is relatively expensive, with an average price of more than13,000 yuan/square meter, many with an average price of 20,000 yuan/square meter, and well-known brands such as mangroves reach more than 30,000 yuan/square meter. Yunnan is relatively cheap 5000 yuan/square meter (Xishuangbanna, Tengchong, Dali, Pu 'er, etc. ).

As far as hotels are concerned, such as Home Inns (Volkswagen, low-end), Windham Hotels (mid-range) and An Baili Hotels (high-end), each market can be further subdivided.

3. Price Positioning-At present, the main market price range of tourism real estate products is 5000-30000 yuan/square meter, which is divided into multiple levels.

4. Brand image positioning-Vanke's image: rigorous, enterprising, standardized, professional, quality and service first; Longhu Depin

Brand image: affinity and slow life, beautiful quality, Zhongkun image: traditional, cultural, introverted and low-key; The brand image of commercial real estate Henglong: exquisiteness, taste and humanity.

5. Brand visual positioning-"Let architecture praise life", paying more attention to humanization. Be good to you all my life. "Sincerity, goodwill, exquisiteness and perfection"

Second, product shaping.

1. product design

1) and product line design; For example, Vanke has city flower (city garden) series, four seasons series, golden series and high-end series of nature and humanities.

2), product features: mainly reflects the sense of holiday, high space comfort, large balcony and more lighting, leisure-such as increasing the area of the bathroom-you can put a big bath with hot springs, hydrophilic, hot springs into the home and so on.

3) Product planning and design: built by mountains and lakes (water), with natural integration of environment and community, or built according to natural landscape or topography.

4) Product design: The lighting should be unique, natural, beautiful, friendly and soft.

2. Product innovation

1. Adjust product functions at any time according to customers' needs, and carry out product innovation. For example, it is combined with pension, conference and theme-a certain kind of town, music town, ancient culture town, adventure park and other theme parks.

2. Product innovation: In order to develop products, many large enterprises have set up planning institutes and architectural design institutes. For example, Vanke-Vanke's architectural design institute is very famous, and many fine buildings have been produced, such as Greentown and Wanda-not only design institutes, but also planning institutes.

Third, brand communication (360 brand communication)

1. image and concept communication

From "infinite life in architecture" to "let architecture praise life", it embodies all the people-oriented ideas of Vanke. Longhu's "Be kind to your life" embodies the long-term sincere service concept and family-style warm affection, and "sincerity, goodwill, exquisiteness and perfection" also reflects the attitude of Greentown Group to strive for perfection. "He who is harmonious is good at building".

2. Public relations activities (brand communication): Vanke has done the best in summit forums and news reports, and everything Wang Shi, Vanke's big brother, has attracted the attention of the industry.

Mountaineering can be regarded as Wang Shi's private behavior and represents a way of life. We think it is more as an enterprise spiritual leader, a spiritual leader, representing the enterprise spirit and the indomitable and positive spirit of the enterprise.

3. Cultural communication: The publication of Road and Dream-Twenty Years of Vanke and I is an exception to the spirit of enterprise and brand. Feng Lun's wild growth, etc.

4. News dissemination: Chairman Vanke went to Britain and the United States to study the philosophy of "corporate religion", and Yu Liang reported management.

5. Brand experience: mainly reflected in the product experience hall-the internal experience of the sales office, the packaging of the model room, the display of the outdoor garden demonstration area, and the quality of the sales staff.

Fourth, brand service.

1. Pre-sale service: the professional standards of security guards, receptionists, customer service and other staff are also factors that affect the brand.

2. Service in sales: the decoration level of the model room, the overall decoration level of the demonstration area and the quality of the sales staff directly reflect the brand image of the developer.

3. After-sales service: mainly reflected in customer service and property services. There are fewer real estate companies with good property companies, and it is difficult to form a strong real estate brand. Only Vanke real estate companies are the oldest in the industry. Customer service and sales should receive systematic training.