A good project plan should be clearly written, avoid using too many technical words, and focus on specific strategies, goals, plans and actions. So how to write a good project plan? Below, I have compiled a sample model of the project planning book for you. Welcome to read it. Sample of project planning book Fan Wenyi

1. Project Description:

Phoenix City Project is located in the southeast plate of Zhengzhou real estate market, south of Zhengbian Road, and three roads, namely Fenghuang East Road, Fengtai Road (under construction) and Qingnian Road, separate the community from the surrounding commodity world and famous building materials market.

The existing property forms in Phoenix are composed of townhouses, multi-storey existing houses and multi-storey small apartments under construction. The market positioning of the first-phase townhouse was wrong, and there were sales obstacles. In the first phase, six multi-storey buildings (5#, 7#, 9#, 11#, 13# and 15#) learned the lessons of villas, entered the market at ultra-low prices, and successfully achieved < P > sales, but failed to achieve the expected profits for developers, and failed to establish the brand image of medium and high-grade properties, which inadvertently formed brand obstacles for the next phase of small apartment development and small high-rise development in Phoenix.

At present, there are 37 existing houses and quasi-existing houses in the first phase of multi-storey, with sales of 8.5 million yuan. Among them, there are 23 sets of three rooms and two halls with an area of 159.7m2, mainly on the fifth and sixth floors; 7 sets of 3 bedrooms and 2 living rooms with 127 m2; The sales amount of these two rooms accounted for 91.4% of the balance of the first phase.

the total sales amount of small-sized houses in the second phase is estimated to be 28 million yuan, and the shops along the street are 17 million yuan, totaling 45 million yuan. The pre-sale permit is expected to be issued at the end of May, XX.

It can be seen that at present, the saleable resources in Phoenix are composed of three different properties: small-sized houses with faster delivery, large-sized houses with existing houses and shops. Among them, the second-phase small-sized apartment accounts for 52% of the total saleable amount, the first-phase large-sized apartment accounts for 16%, and the second-phase street shops account for 32%. How to solve the obstacle of too scattered saleable resources is one of the major challenges we face.

2. Market overview and basic competition pattern:

A. Southeast plate and Zhengbian Road business circle.

the southeast plate of Zhengzhou real estate market is mainly composed of three parts: along Zhengbian Road, along the southern section of Dongming Road, along Hanghai East Road and National Highway 117.

The area along Zhengbian Road is mainly composed of middle and high-grade buildings such as Jianye, Yingxie, Lily Garden and Oriental Pearl. Under the support of Zhengbian Road business circle, it has become a clear noble residential area. Phoenix is located in this area. It is almost separated from the British Association and Jianye. However, in the process of trading, Phoenix didn't distinguish the brands of business environment and living environment and take advantage of it. It only intervened in the competition with the brand connotation of low price, which not only failed to gain the natural location price advantage, but also created brand obstacles for the second and third phases.

At present, the competition along the southern section of Dongming Road is very fierce, which is mainly composed of buildings such as Dongming Garden and Jiayi Garden.

Hanghai East Road and the 117 National Road are the highlights of the property market since XX, and a number of large-scale real estate projects with medium price, such as Baojing, Golden Harbor, Sydney Sunshine and Yanguiyuan. Among them, Yanguiyuan is a clear competitive property for small-sized apartments in the second phase of Phoenix, and almost all other properties have a clear competitive relationship with the existing houses of 159,127 square meters in the first phase of Phoenix. (See Appendix 1: Market Research Report of Zhengbian Road for details)

B. Overview of small apartment market.

since the fashion party intervened in Zhengzhou property market at the end of XX, the property form of small apartment has developed rapidly. Especially at the beginning of XX, easy-go hit the market with more than 1,911 sets of investment, forming a black hole in the market for small-sized apartments, completely breaking the competitive pattern of the market and realizing the transformation of small-sized apartments from oversupply to oversupply. In April this year, there was a sharp decline in the sales volume of small-sized houses for the first time.

Yangui Garden is located in the east section of Cargo Terminal Street, which was developed by Shenghuang Real Estate Company. The first phase of development has been successfully realized, and the first batch of demanders in the small apartment market have been harvested with little competition. Now Yangui Phase II is in the subscription stage. Yan Guiyuan intervened in the small-sized apartment market in advance, and realized that the main market of small-sized apartments is a two-bedroom apartment of 61-81 square meters and a three-bedroom and two-bedroom apartment of 111 square meters. This is completely consistent with our market survey results. It is this type of apartment (75 square meters for two bedrooms and two halls and 95 square meters for three bedrooms and two halls) that was developed in the second phase of Yangui this time. It can be said that we have no advantage compared with Yan Guiyuan's apartment layout. Sample of project planning book Fan Wener

1. Planning origin

The eastern tourism festival is just around the corner, and coastal life in the whole city is selling like hot cakes

On July 22nd, the first Asian Children's Art Flower Festival and Guangdong Children's Art Festival sponsored by Guangdong Provincial Department of Culture and Yantian District Government of Shenzhen will be held soon. Under the gratifying background that the Eastern Tourism Culture Festival opens at the same time, Yantian's tourist season and home ownership climax have arrived. With the opening of Vanke's East Coast and Xinhai Galand, home life in the east is constantly upgrading towards the new coastal fashion. Good news such as Yun Shenchu's quiet occupation inspires people that Yantian needs publicity and more fashionable sea breeze.

Second, the advantages of cooperation

Weekly, pioneer fashion leads the surfing of life on the east coast

On July 22nd, the global fashion life information, white-collar elite reader Weekly was officially launched

Weekly was the first weekly published in Shenzhen with full-color coated paper, distributed simultaneously in Shenzhen and Dongguan, and delivered directly. After a trial run on July 8th, It proves that this unique brand-new media is well received by the market. With beautiful pictures, beautiful words and precise planning, Weekly delivers information for Yantian life.

Third, media interaction

Weekly interacts with Focus LCD TV to create the latest media model

In order to fully convey the life of the eastern coast and more accurately target white-collar and gold-collar people to buy Yantian, Weekly teamed up with Focus Media organizations which are famous all over the country to open LCD TV advertisements in elevators such as high-end office buildings, noble hotels and residences all over Shenzhen and Dongguan. All customers who put special full-page color advertisements in Weekly will also receive rolling advertisements of 5 seconds 48 times a day a week donated by Focus Media, which will have a wider communication effect and achieve twice the result with half the effort that any other media can't.

Fourth, reporting methods

Panoramic description of Yantian life, showing a three-dimensional picture scroll for the east of home ownership

1. Introduction to Yantian's brief history: a summary of Shanhai Yantian, Great changes in recent years

2. Describe the eastern part of tourism: beautiful scenery everywhere, home environment everywhere

3. Write an ode to a luxurious house: listen to the unparalleled sounds of the sea and mountains

4. Show mature supporting facilities: record the story of a fashionable town

5. Illustrate Oriental Hawaii: community advertisement of a dynamic city

5. Other cooperation

Full interaction, Weekly looks forward to cooperation

1. Interview the leaders of Land and Resources Bureau and Trading Center to introduce the blueprint of Yantian planning and development

2. Organize the free service of building inspection car

3. Give the boss and general manager an exclusive interview article

4. Invite intermediary companies and experts to talk about the multiple advantages of buying Yantian

5. Other cooperation will be negotiated separately. Sample of project planning book

1. Property overview

III. Target buyers

IV. Marketing obstacles and countermeasures

V. Image positioning

VI. Advertising

VII. Expense budget

VIII. Professionalism and professional standards will bring you different effects

Foreword

I. Analysis of Taiyuan property market

Individualization and professionalism. In order to achieve excellent sales performance, property projects must seize the opportunity, make full use of their own personality capital and powerful forces, and make themselves into a property with great personality and reputation and a good public image.

II. Overview of the project property (omitted)

III. Advantages and disadvantages of the project property

Advantages:

1. Excellent location and convenient transportation

Excellent location: in the center of mature communities in north city; Hotels, restaurants, theaters, shopping malls, supermarkets and other community facilities can be reached within minutes' walk.

Convenient transportation: the public transportation is convenient, and there are three bus routes.

2. Recreation, entertainment and leisure facilities are all available in the area.

Outdoor facilities: activity square, community kindergarten, hospital, shopping plaza and basketball court.

Indoor facilities: sauna, fitness room, table tennis room, billiards room and Kara lounge.

Shortcomings:

4. Lack of attractive landscape in environmental construction

Lack of attractive landscape in environmental construction is not conducive to arousing the interest of target buyers; It is not conducive to improving the visibility and reputation of the garden in the public and causing memory; At the same time, it is not conducive to satisfying the sense of honor of residents in the area. (Modern houses should not only meet the needs of living, but also meet the special psychological needs of residents)

5. Lack of special services in property management

Property management fails to provide special services according to the professional characteristics and actual needs (successful career, fashion and enjoyment) of the target buyers, which makes the garden lack its due personality and attraction in service.

4. Target buyers

1. Middle-aged and elderly people aged between

who are economically affluent, have investment awareness or are used to living in the North City. Family composition: mouth, middle-aged and elderly couples or have a child, single middle-aged and elderly people

2. Managers or small private owners aged between

who are prosperous in their careers and enjoy working in the North City with a monthly income of over RMB. Single young people

V. Obstacles and countermeasures of project property marketing

Obstacles:

1. It is difficult to sell units with poor orientation, no scenery and shade in the garden.

2. The business conditions of shops in the area are sluggish and their sales performance is poor.

Countermeasures:

1. Rename the units with poor orientation, shady and no scenery in the area as special units, and sell them in limited time as special units. Promote sales through advertising hype, the gap between overall image and price, and value-added gifts.

2. There are two reasons for the sluggish operation and poor sales performance of shops.

firstly, the popularity in the area is not strong, and secondly, the garden is too close to the shopping mall.

Therefore, there are two countermeasures:

First, detonate residential sales, bring popularity in the prosperous area, and promote the operation and sales of shops;

second, carry out characteristic management according to the professional characteristics, age structure, psychological characteristics, pursuit of preferences and actual needs of residents in the area. For example: high-taste lounge, coffee shop, etc.

VI. Image Positioning

According to the own characteristics of the property project and the special identity, social status and life stage of the target buyers, we position the property project as an extraordinary residence that highlights the highest realm of life and enjoys the perfect life.

Main slogan:

Brilliant life, extraordinary enjoyment

The garden provides more than satisfactory houses

Brilliant life

Most of the target buyers in the garden are young and middle-aged bosses and managers with successful careers, or middle-aged and elderly people with fixed assets investment. Therefore, their lives are different and brilliant. Sample project plan

21xx is coming to an end, and I have been in the company for two months. Let's sum up my work experience.

1. Professional skills

1. Planning case writing

The core of planning case is the positioning of this project and how to achieve this positioning in all aspects. Each planning case has many fancy parts, one is to render the feeling of project positioning, the other is beautiful, and the third is also a manifestation of the ability to show.

There are templates and routines for planning cases. After writing a few, you can unconsciously apply a lot of templates. When the requirements are not high, the appropriate template, whether in plate or text, can be used in large numbers, just need to change some of the text inside. Because our company has many agency projects, we can find almost all the templates that need to be used, which is very convenient for me, who just learned to plan. If necessary, I can make beautiful templates myself.

2. Broadening the newspaper

At present, I have simply written some words, such as grand opening and honor opening, which I don't feel at ordinary times. When I think about it, I feel that it is not simple. Maybe it is because I just started writing. Anyway, there are routines.

the coverage of the whole project is divided into stages, i.e. preparation period 2, water storage period 3, preheating period 4, strong sales period 5, sales holding period 6, opening period 7, and market maintenance period. The focus of coverage in each stage is different. For example, in the preparation period and water storage period, the overall concept and positioning tone are emphasized, and a little product information is involved from the beginning of the preheating period to the strong sales period or later.

3. Improvement scheme of the case field

Because developers are accustomed to the layout of their own case fields, many obvious areas that need improvement are ignored. Or only think of one or two points, which can't become a system. It is necessary for agents to correct professionally from the perspective of bystanders.

When we made a case improvement plan for the Bund Center, we found that the developer had too many things to worry about because of several leaders, and the focus was on sales, and there was no special promotion department; The problems left over by history are more serious. The former leader's style is to think of one thing and do another, which is incoherent. The publicity and promotion pictures are also mixed with many bright colors according to his preferences, which cannot reflect the high-end quality of the project. We took over this project and sighed at such a good project, which was really buried. In the improvement plan, we put forward the concept of pan-site, and expanded the publicity and exhibition of the project to a kilometer around, and unified changes were made from road flags, display boards, site enclosures, anti-aircraft guns to the packaging of sales offices, and the high-end and orderly image of the project came out immediately.

4. Specific activity plan

What the activity shows is actually simple things that gather people's popularity and highlight the quality of the real estate. What really matters is the core of the activity and the effect it wants to achieve.

For example, they all attend exhibitions. What do you want to show at exhibitions? Some properties show their positioning and quality, some properties will be greatly discounted at exhibitions, and some properties will attract transactions with high-quality activities, which is a relatively subtle promotion.

5. Step on the plate

What is the purpose of stepping on the plate? At the beginning, the manager asked me to step on the plate. I was very dizzy. I went to the real estate and came back. The salesperson said a lot, I didn't know what to listen to, and I didn't know what to focus on.