诚瀚公司瑞士小镇项目营销策划方案 从全国宏观经济来看，随着国家“振兴东北”战略的实施，东北地区特别 是辽宁省经济发展呈现出良好局面，铁岭清河区作为东北地区一个重要的发电 厂所在地，清河区的经济、文化、娱乐等各个方面更是获得了长足发展，重点 体现在经济上连续多年的增长。近几年清河区也加大了产业结构调整的步伐， 从经济发展情况来看，清河区已逐步走上实力强劲的县级市行列当中来。 从清河区的地产行业发展角度看，虽然过去两三年，中国房地产业经历了 新一轮的宏观调控，行业发展受到一定程度的影响，但是，对于地处三线城市 的清河片区房地产业在近两年当中发展速度相当快，预计至少在近五年的时间 为黄金期。而本案所在地区将逐渐成为这一区域的重点开发地段，其主要标志 就是在 2012 年市政府工作报告中的“西联北扩”政策将带动这一区域经济发 展。 有了好的外部经济环境，只是地产项目成功的一半，怎样将手中的产品以 最短的周期销售出去才是考量一个开发公司的能力。因此，一个专业高素质的 销售团队是必不可少的，置业顾问公司成了许多开发商的首选。 置业顾问公司是专门为房地产公司代理销售商品房的公司，置业代理公司 的业绩与地产公司的业绩息息相关，很多规模小的开发公司，开发周期是与代 理公司的销售业绩相挂钩的，所以销售量能否符合预期，对开发商而言至关重 要。 再看看置业顾问公司，公司代理项目的代理费是销售额的 8‰~3.5％之 间。但是，能否盈利并不是看签署的代理费的高低，关键还要看“去化量”。 对于房地产公司来说“去化量”是滚动开发的根本。“去化量”小房地产有可 能面临着死盘、烂尾的危险。而对于置业顾问公司来说能否盈利也都是看对II “去化量”的预期。 本文主要研究的着眼点是成立六年的诚瀚置业顾问公司为瑞士小镇项目编 写营销策划方案，方案中通过项目管理的方法研究项目的市场定位、区划分 析、营销策略等。以及“瑞士小镇”项目在销售时的营销的进程控制、团队管 理等。 关键词， 项目营销策划、营销进程控制、团队管理III Abstract The marketing plan of Cheng Han Swiss Town From the national macro-economic point of view, as the country revitalization of the northeast, the implementation of the strategy, the northeast region, particularly the economic development of Liaoning Province showed good situation, an important power plant location as the northeastern region of Tieling Qinghe District. The economic, cultural and entertainment of Qinghe District is to obtain a considerable progress, especially on consecutive years of growth in the economy. Qinghe District in recent years also increased the pace of industrial restructuring, from the point of view of economic development Qinghe District has gradually embarked on the strength of the ranks of county-level city to. From the Qinghe District real estate industry point of view, although in the past two or three years, China's real estate industry has undergone a new round of macro- control, the development of the industry are to a certain extent, but for the Qinghe District real estate located in the third-tier cities in the past two years, which the development of a fairly rapid pace, the golden period is expected to be at least in five year time. Case area will gradually become the region focuses on the development of the lot, its main symbol of Western Union Northward Expansion policy in the government work report in 2012 will drive the economic development of this region. With a good external economic environment, just half the success of real estate projects, how the products will be in the hands of the shortest cycle sold is the consideration of the ability of a development company. Therefore, a professional high-quality sales team is essential, property consultant company has become the first choice of many developers. Property consultant company is dedicated to the real estate company sales agent real estate company, Real estate agent company results and real estate company's performance is closely related to many small-scale development company, the development cycle is linked to the sales of the agency, so sales ability to meet theIV expectations, is essential for developers. Look at property consultant company, the company's proxy project between 8 ‰ ~ 3.5% of the sales agency fees. However, the possibility of profit is not to see the level of agency fees signed key depends on the sales per unit time. The sales per unit time for the real estate company rolling development of the fundamental. The sales per unit time a small real estate may be facing the death of estate, unfinished dangerous. Can be profitable for the property consultant company are also expected to see the sales per unit time. This paper studies the focus is on the six-year-Cheng Han Property Consultancy Marketing Plan prepared by the project of the Swiss Town, in this program, we use the method of project management to research the market positioning, zoning analysis, marketing strategy of the project and so on. As well as the Swiss Town project sales marketing process control, team management. Key words: project marketing planning, marketing process control, team managementV 目 录 第 1 章 绪 论....................................................................................... 1 1.1 房地产行业宏观经济简述............................................................ 1 1.2 瑞士小镇项目营销策划的意义.................................................... 3 1.3 瑞士小镇项目营销策划方案的结构与内容 ............................... 4 第 2 章 瑞士小镇项目概况及分析....................................................... 6 2.1 瑞士小镇项目相关政策及项目综述 ........................................... 6 2.2 瑞士小镇项目区位和风险分析.................................................... 9 第 3 章 瑞士小镇营销策划分析......................................................... 22 3.1 瑞士小镇项目策划目标.............................................................. 22 3.2 瑞士小镇相似案例分析.............................................................. 22 3.3 瑞士小镇项目策划营销解决方案 ............................................. 24 3.4 瑞士小镇项目广告策划方案...................................................... 31 第 4 章 瑞士小镇项目组织保障......................................................... 33 4.1 瑞士小镇项目营销策略实施方案 ............................................. 33 4.2 瑞士小镇项目销售团队建设...................................................... 40 结 论 ................................................................................................. 44