Strategic platform
In 2003, the battle of commercial real estate in Dalian has entered a white-hot stage. City Plaza, as a real estate project monopolizing the most core commercial location in Dalian and the city's scarce natural resources, has its own natural advantages such as non-renewable and non-replicable, while its huge capital investment and composite property composition also determines its hegemonic status. However, in the face of the current complex and changing, highly competitive form of war, the city square to the heavenly position out of the world, more should be a thunderous momentum, gathering superior forces for firepower joint war, so as to achieve the war on the General Administration for full control, short-term rapid occupation of the ultimate goal of the target.
I, plane weapons
(1) newspaper media
advantage: resort to visual media, information content, can be circulated and repeatedly read, suitable for long-term rational appeal to target customers.
Disadvantage: readers need to take the initiative to accept the demand, lack of strong stimulation.
Dalian Daily: the party newspaper in Dalian, with large circulation, wide coverage, high circulation rate, strong credibility and authority.
The Peninsula Morning Post: a local newspaper in Dalian, interesting and informative, with a lower offer but slightly weaker credibility.
Dalian Evening News: always take regionalization and civilianization as the policy of the newspaper, the audience class is wide, it is a good media to cover the publicity.
New Business News: directly under Dalian Daily, a party newspaper, with the same authority as the major newspapers, focusing on business and economic information reports, the offer is lower.
Placement strategy: comprehensively analyze the characteristics of each media, while considering the budget and other objective factors. We believe that City Plaza, as an "unprecedented" super-large-scale real estate project in Dalian real estate industry, which combines monopoly of resources and preciousness, in order to effectively promote its image and build up its reputation in the market, it should prefer the most authoritative media--Dalian Daily. Dalian Daily". In order to effectively integrate the media power, and at the same time maximize the coverage of readers in the most effective way, in the remaining three media will focus on one to carry out cluster bombing, the other two as the auxiliary firepower. Considering the circulation, credibility, price, layout, printing quality and other comprehensive factors, the three media, "New Business Daily" undoubtedly has more advantages, layout arrangement is reasonable, the readership of cultural quality is high, the composition of the elements of rich, fashionable, readable, content is more concerned about the economy, investment, etc., and therefore chose the "New Business Daily" as the focus of the investment.
In the arrangement of media placement, the advertisements were placed with a sense of rhythm, matching the promotion ideas and activities at each stage to achieve the interlocking and orderly. In terms of date arrangement, taking into account the reading habits of Dalian citizens, as well as the negative impact on the media caused by weekend breaks and the May Day holiday, it is not appropriate to arrange for the release of advertisements at this time.
(2) Print Media
The print media included: 8P promotional folders and Northern Airlines Magazine.
DM publicity folders printing costs: 70,000 yuan / 100,000 copies
Northern Airlines magazine advertising costs: 30,000 yuan / page? Month * 1 month = 30,000 yuan (discounted price)
Total price: 100,000 yuan
Note: Because the delivery fee is not consistent with the hotel charges, so the order line discussion.
Two, air weapons
(1) radio class
A, Dalian area five radio real estate advertising suite:
"City Plaza" real estate advertising in the form of suite to cover the five channels of the Dalian radio station **** ten columns, ten times a day, fifteen seconds each time, specific The time slots are the most widely watched columns of each station, covering the news channel "Central News and Newspaper Abstracts", "News Hour", "Current Affairs Today", the economic channel "Money Gold", "Sunshine Journey", the literary channel "Football World", "Brother Sports", the traffic channel "Dynamic Vehicle Forum", "News Broadcast", and the Voice of the Peninsula "Joy is ahead of the columns of the section of the very high rate of listening, and The above listening content includes the audience's favorite daily concerns. At the same time, the radio station listeners are car owners, very economic strength, in line with our target group positioning, and, this set of repeated broadcast form is also conducive to our coverage advertising.
B. Cluster broadcasting:
"City Square" in the opening period in order to be able to more effectively carry out market speculation, attract attention, and form a strong enough strong-selling atmosphere, it should be in the regular broadcasting on the basis of broadcasting at this time to broadcast a more deterrent radio advertising, so that the frequency of release is more intensive, the effect is more obvious, and the momentum is more intensive. The frequency of broadcasting is more intensive, the effect is more obvious, and the momentum is more powerful. "City Plaza" real estate advertising will be covered in a week of Dalian radio six channels of the whole time, from 6:30-18:30, 1 minute long ads appear twelve times a day on each channel, a week *** count 420 times.
(2) Television
"City Plaza" itself is a miracle in Dalian's real estate industry, which is a shocking news, and at the same time, in order to make the project to achieve the psychological effect of "high mountains", in order to truly reflect the high quality of the project. In order for the project to achieve the psychological effect of "standing tall", and to truly reflect the noble qualities of the project, we believe that the TV advertisement should be focused on the news programs of Dalian Television, "News Panorama" (one set), "News Broadcast" (one set), "Dalian News" (one set), "City Discovery" (one set), "Life Now" (two sets), "Blackjack Live" (two sets), which are the most prime time slots for the programs of Dalian Television, and are y appreciated by TV viewers. The above programs are y loved by TV viewers, while investors generally pay more attention to economic, news, current affairs and other programs, which will cover our target group more effectively. The advertisements are placed in a combination of advantages and supplemented by firepower, and the advertisements are focused on the period of activities and strong sales period, so that the advertisements can achieve the most efficient dissemination effect
Placing strategy:
Segment Advertisement Position Advertisement Segment Length Number of times from Monday to Thursday Number of times from Friday to Sunday Total price (after 25% discount)
Set of A News Magazine. Before News Panorama (about 18:27) 15 seconds 4200 7 5040 4 37170
One set Special A Before Dalian News (about 19:35) 15 seconds 5400 35 6480 31 292410
One set B Before Golden Theatre (about 20:01, on Saturdays it is before Jiu Jiu Jia Jie) 15 seconds 4800 7 5760 4 42480
One set C Insert in City Discovery 15sec 3000 6 3600 3 21600
Soft report in City Discovery 1min 12000 4 31200 (after 6.5% discount)
Two sets B Before Life Now (about 20:27, Sat/Sun for first interview time) 15sec 3000 7 3600 4 35400
Two set B Before 21 o'clock live room column (about 20:58) 15 seconds 3000 35 3600 31 162450
Selected Dalian News, which has high ratings on Dalian TV's news channel (one set), and 21 o'clock live room, which has the highest ratings on the Life Channel (two sets), as the regular placement media, since the beginning of April 22nd - June 6th. April 22nd - June 26th for uninterrupted release. Other columns as supplementary firepower, in the project's strong sales period and the activities of the pre-concentrated placement, in order to attract the attention of investors, so that the project's sales rhythm is more perfect.
The release dates are as follows:
Segment Advertising Position Advertising Segment Length Monday to Thursday Friday to Saturday
Set A News Magazine. Before News Panorama (about 18:27) 15 seconds 4.28-29, 5.14-15, 5.20-22 4.26-27, 5.16, 5.23
Set of Special A Before Dalian News (about 19:35) 15 seconds April 22 - June 26
Set B Before Golden Theater (about 20:01, Saturday before "Jiu Jiu Family Fun") 15 seconds 4.28-29, 5.14-15, 5.20 -22 4.26-27, 5.16, 5.23
One set C Interstitial in City Discovery 15 seconds 4.28-29, 5.14-15, 5.20-22 4.26 -27, 5.16, 5.23
Soft report in "City Discovery" 1 minute Temporary additions depending on the event
Set 2 B Before Life Now (around 20:27, Sat/Sun is the first interview time) 15 seconds 4.28-29, 5.14 -15, 5.21-22 4.26-27, 5.16,
Set 2 B Before the 21:00 Live Room section (about 20:58) 15 seconds April 22 - June 26
Three, remote deterrence
(1) after the salt overpass advertising road signs
With the arrival of the May Day Golden Week, foreign tourists flocked to Dalian, as the goal of covering the entire Northeast, "City Square", at this time, should be seized this rare historical opportunity, in the minds of foreign investors to leave a deep and unforgettable impression. At the same time, in order to achieve truly effective publicity effects and easily realize the purpose of radiation, we propose to publish roadside advertisements at the entrance of Dalian highway - Houyan overpass. As most of the foreign tourists with economic strength take the way of leisure travel by car, therefore, it becomes the only way to enter Dalian city from Houyan. Publishing the road sign advertisement here, with eye-catching advertisement, high attention rate and wide coverage, can easily achieve the effect of "four two to one thousand pounds".
(2) Tianbai building advertising road signs
Taking full advantage of the prosperous flow of people caused by the commercial real estate projects on Tianjin Street, outdoor advertising is released in the Tianbai building in the prime location of Tianjin Street, which will play a role in intercepting the flow of investors going to the Tianshi Shopping Mall, Tianhe Plaza, New Tianlong, Xiuzhu Plaza and other projects. As the saying goes, because of the momentum, the use of competitors to market the successful results of speculation, Tianbai billboards will subtly increase the investor's "City Plaza" of the psychology of inquiry, increasing their own influence at the same time also on the competitors to carry out a strong blockade, and more to enhance the investor's "City Plaza" desire to invest. "The advertisements are also a great way to increase the investor's desire to invest in City Plaza.
Advertising billboard costs total: 100,000 yuan / two months, the total area: 1,000 square meters
In the air weapons and the atmosphere of the scene of the strong clampdown, based on the trend of the battle, we will be targeted to the combination of ground attack weapons, the specific performance is the uninterrupted use of activities and events marketing techniques to create offensive, and strive to achieve a limited time within the stage of victory results. The result of the stage victory in a limited period of time.
City Plaza is born, Qing Naiwa Bridge giant roc wings
Joining hands with Tianjin Street ***Rong Qing Naiwa
Each city has its own core business district, and the significance of its "core" is reflected in the inclusion of important shopping malls in the city, the concentration of branded goods, the confluence of consumer groups, the highest amount of consumer purchases, the radiation area, the most important consumer purchases, and the most important consumer purchases, the highest amount of consumer purchases. Consumers buy the highest amount, the radiation of the region and other important characteristics, while the other business district either belongs to the city's second to the business district, or in fact only an important part of the core business district.
Dalian is one of the largest cities in China, but it does not have the conditions of a mega-city like Beijing to have two core business districts at the same time. Qingniwaqiao business district is now the core business district of Dalian, and will have an irreplaceable core position in the development and construction of Dalian. Now that the planning and construction of Dalian is coming to a climax, the development of Qingniwaqiao as a core business district has a long way to go, and the expansion of commercial space is imminent.
The emergence of City Plaza can be said to be the "timing, location" and birth. From the city planning and geographic conditions, Qing Naiwa Bridge to develop only to the southeast direction of expansion, City Square is located in this can no longer be the gateway to the key above, a lineage of Qing Naiwa Bridge's flourishing business, embracing the rare natural landscape of the Labor Park, the most hot commercial location and the most unique natural scenery with a body, Jiefang Road, the future leader of the commercial non-city plaza. As the driving force for the sublimation of Qing Naiwa business circle, the construction of the City Plaza has generated the long-awaited left wing of the Qing Naiwa business circle. As a result, the century-old Qing Naiwa will vibrate with the giant wings of Tianjin Street and the City Plaza, transforming into a roc, rocking upwards, and heading towards a newer, more advanced and broader business era.
Perfect business planning with unprecedented features
Three major planning blocks make up the perfect business carrier (South, Central and North)
Novel business components create a trendy and dynamic city
Leading hypermarkets facilitate your leisure life
City Plaza's unique and differentiated business planning compensates for the shortcomings of the Qingnihuwa business circle, and promotes the prosperity of Dalian's business and the development of Dalian's economy. It promotes the prosperity and development of Dalian business. City Plaza four floors above ground, one underground commercial part of a total area of 75,000 square meters, divided into two major parts of the AB and DE areas, AB area will focus on the introduction of some of the Dalian market has never seen new, strange, special business such as cartoon zone, stickers, electronic technology zone, dynamic cinema, wacky house, and so on, the DE area of Dalian citizens with international trends in line with the window of fashion as its own positioning and direction. The domestic supermarket giant will be located here, a variety of well-known brands have set up anchor stores, the first floor of the food street integrates the essence of food from all over the world, SPA, fitness centers, karaoke stations to become a new generation of leisure and entertainment model of life, City Plaza through the international level of business planning, scientific, advanced proportioning, so that City Plaza's business will be launched will attract the market's attention, the future convergence of the people of Dalian, the future of City Plaza will be the window to the international trend of fashion as its own positioning and direction. The future flow of people in City Plaza will not only flourish the Qing Naiwa area, but will also form a strong business circle with independent and distinctive features.
City Square will be able to withstand the surging flow of people from all directions after the completion of the Plaza.
Firstly, the daily average of the Qing Naiwa Bridge is about 1.5 kilometers. First of all, the average daily shopping crowd of 800,000 people in Qingniwa Bridge will walk here, 220,000 permanent residents in Nanshan area will become the loyal consumer groups of City Square, while the huge tourist and leisure flow of Labor Park will become the relatively fixed customer flow of City Square, and the white-collar consumer groups in CBD will be attracted by the industry of City Square as the first choice of shopping and leisure here.
The strength of City Square is not only due to the characteristic individual style, but also due to the complementary advantages between industries to form a strong whole, which is especially important for the commercial part of City Square. The 3,000 permanent residents of the serviced apartments and the white-collar workers in the offices of City Plaza have formed a fixed flow of customers with strong consumption ability, and the annual 100,000 tourists of the super five-star hotels have brought the commercial part of the business atmosphere and huge sales.
Commercial operation is most concerned about the business atmosphere, the flow of people, which is the key to commercial victory, we see that the city plaza in these two points undoubtedly has an unbeatable advantage.
Don't make a mall to make a business circle--City Plaza is a big deal, creating a big real estate
With China's accession to the WTO, the "Pearl of the North" Dalian, as an international city and the most open and dynamic gateway to the northeast of the country, has been upgrading the transformation of its business district. The business district has been upgraded and upgraded to keep pace with the times. Become domestic and foreign large companies, business associations and consortiums to seize the domestic market of choice, which, the Central Business District (Central Business District, abbreviated CBD) as a bridge and link between the international trade and commerce exchanges, played an irreplaceable and important role, which is the locomotive of the city's economic development is a country or region to open up to the outside world and the economic power of the Symbol. The concept of "Greater Dalian" has provided a new opportunity for commercial real estate development that is unprecedented in Dalian's history.
Qinniwa Bridge commercial circle is located in front of the Dalian Railway Station, adjacent to Friendship Square in the east, neighboring Labor Park in the south, Xigang District in the west, and bordering Tianjin Street in the north. The commercial circle currently *** there are 11 large commercial stores in business operation, including Dalian Mall North Building, South Building, McKellar Dalian Mall, Zhongxing Building, Centennial City, Zhongshan Mansion, Dashang Qiu Lin Women's Store, Dashang Men's Store, Dashang Newmart, Shengli Plaza. Under construction are Hongfu International Commercial Building, Zhenfu Mall, Beizhan bold underground public building of the railway station and Dalian commercial real estate new favorite Zhenyi - City Plaza. It can be said that from the current Dalian has been formed in the view of these business circle, Qing Naiwa business circle plays a role is irreplaceable, it is the mainstay of Dalian stores. Of course, since this area concentrates most of the most powerful commercial enterprises in Dalian, it is also the most competitive commercial area in Dalian. Based on the accurate positioning of the market, taking the road of comprehensive development is one of the major features of the new stores in Qingniwaqiao. Developed and constructed by Dalian Zhenyi Real Estate Development Co., Ltd, City Square is positioned as a commercial style street, instilling the concept of a commercial neighborhood into people's minds and manifesting itself as a sea of commerce. City Plaza is based on a large-scale commercial street with four floors above ground and one floor below ground, and 30 floors of commercial and residential apartments, 26 floors of super-star hotels, 30 floors of serviced apartments, and 30 floors of top-level luxury apartments, which puts you in the city of oceans, and becomes a continuation of the southern part of the Qingnewaqiao commercial circle.
City Plaza is located in the south of Dalian's "No.1 Business Circle" Qinniwaqiao Business Circle, in the heart of the financial and commercial center - Zhongshan District, from Yuguang Street in the north, Nanshan Road in the south, Jiefang Road in the west, Kunming Street in the east, and 300 meters long, it consists of three major buildings, namely, Jiefang Road, Jiefang Street, Jiefang Street, Jiefang Road, and Kunming Street, which are located in the north and south of Jiefang Road. With a total length of 300 meters, it is a super-large wealth business center consisting of three major commercial sections, with a total planning area of 27,900 square meters and a total construction area of over 100,000 square meters. As an exclusive large-scale integrated business center supporting the core CBD, it is adjacent to the 720,000 square meters of Labor Park, and has an unrepeatable advantage of location as it sits on the extremely rare natural ecological landscape in the city. On the one hand, it can accommodate the daily average of 800,000 people from Qingniwa and Tianjin Street, and at the same time, it can get the popularity of more than 200,000 office workers from Zhongshan Plaza, the "Central Business District of Dalian", as well as 200,000 residents in the Nanshan area, and it also owns the leisure flow of the Labor Park, which forms the golden point of the Qingniwa business circle. With the development concept of "not building a shopping mall to build a shopping district", City Square invites the top design company of the United States, EKO Designer Office, to design and lead the commercial layout of Dalian in advance planning. Theme park-style shopping city, the characteristic air "Champs Elysees" commercial street, a 350-meter pedestrian street with five continents' styles, a collection of international fashion elements, and the perfect combination of "points, lines and surfaces" form a tight business circle structure, while creating a vertical and horizontal The perfect combination of "points, lines and surfaces" forms a tight business district structure and creates a vertical and horizontal multi-cycle system of consumption. The domestic supermarket chain giant Shanghai Lianhua will soon take the lead in the area. It will become a comprehensive consumption zone integrating tourism, sightseeing, entertainment, shopping, leisure, culture, sports and catering, with a variety of business formats coexisting, and a fashionable shopping platform for the convergence of wealth and wisdom, which is easily owned by the urban up-and-comers. The city offers 30-story dual-use commercial and residential apartments, 26-story super-star hotel, 30-story serviced apartments, and 30-story top-level luxury apartments, becoming the chief international business wealth circle in Dalian.
City Plaza guards one of the main east-west roads in Dalian, the leading position in the commercial planning of Jiefang Road, which is the intersection of the commercial and business districts, the intersection of residential and commercial districts, the intersection of the municipal radioactive planning and the planning of the strip, and the busiest transportation hub in Dalian, with dozens of bus routes passing by, just a hundred meters away from Zhongshan Road, and 1 kilometer away from the Dalian Railway Station. Ample underground parking spaces ensure smooth transportation.
Qing Naiwa Bridge is synonymous with commerce in Dalian. In the future, Qingniwaqiao will become a heavy aircraft carrier for Dalian's commercial sector, and Zhenyi City Plaza will undoubtedly become the best fighter in commercial real estate. "Invest in City Plaza and settle in Qingniwa" Zhenyi City Plaza will be a great addition to Dalian's overall transformation and upgrading.
City Plaza TV copy (3 minutes)
(China, is entering the modern business era)
(Dalian, all efforts towards the Northeast Asian international business capital)
(City Plaza - the miracle of Northeast Asian business civilization)
(join hands to create a business circle ***Rong Qingniwa)
(City Plaza is the best business district in China. Naiwa)
City Square, Zhen Yi Real Estate's 2003 annual masterpiece, costing billions of dollars, with a total construction area of 150,000 square meters, is adjacent to Hundred Years' City and is the only place in the Qing Naiwa business district where the expansion of the important place can be carried out, and it is also the leading project of the Jiefang Road renovation project. Facing the Labor Park, sitting in the core of CBD, the "unrepeatable" location is truly unique in China.
(Full block store Qing Naiwa new industry supplement)
(Leading anchor store stationed in ***擎至尊商业旺场)
Dalian, the first to introduce the concept of full-block store, leading a profound change in Dalian's business. A number of international and domestic famous hypermarkets (Shanghai Lianhua, Zhengda Wankelong, Youyi Group, Good and Plenty, Carrefour, Wal-Mart) at the same time in favor of the city square, the businessmen's vision is the most astute, the noble status is revealed.
(Three major sections, thousands of stores to create a business legend of the prosperous field)
(Dynamic City)
To create the first trend of Dalian position, the introduction of a number of leading Dalian's new, strange, and special types of industry, (Dynamic Cinema, Animation World, wacky boutique gallery, stickers and photo area, eye-catching gallery, watch gallery, decorative nails corridor, the white-collar world, the sports series of special zones, the Japanese and South Korean high-tech zone, (Water Bar, Karaoke Box, GAME Department, Wacky House) rich and varied forms of business to realize the situation of diversified support, the perfect manufacture of fashion followers of the super strong temptation.
(Air Leisure Xintiandi)
Integration of the design concept of "Shanghai Xintiandi", the introduction of vertical transportation, independent vertical buildings and flat corridors, unique and diversified, (Designer's Corridor, Life Boutique Corridor, SPA Slimming, Beauty Fitness, Book Café, Characteristics of the Internet Café, to the excitement of the Casino, health care area, skateboarding city, rock-climbing clubs, dream paradise) And the introduction of a number of well-known brands to drive consumption, has been fully pre-empted to join.
(Five Continents Style Street)
The 300-meter-long pedestrian street connects the other two major commercial parts, and at the same time, it is organically combined with the hotel club, and the internationally renowned hospitality alliance is stationed there, and the international top brand apparel has been introduced, which is really in line with the world.
(British veteran property management company, value-added quality services)
One of the world's leading property management companies, with its experience in the management of high-grade commercial buildings (Swire Center in Hong Kong, Jinmao Tower in Shanghai, Guangzhou Teem Tower and World Trade Center), has entered Dalian for the first time to provide comprehensive services for the City Plaza, providing optimal services and helping customers save money at all times.
(The world's top investment and management to ensure a high return on investment)
Singapore investment and management company to carry out the overall operation of the shopping mall, the customer investment can provide commissioned operation, investment, leasing and a variety of investment and management consulting to ensure that shopping malls operate efficiently and continue to prosperous field.
(Once in a hundred years, all the stores are honored)
QingNiWa's unique first-line street store king is now launched, only 20 precious seats left, the first batch of buyers will enjoy an unexpected large chain of surprise discounts, a rare opportunity, please visit the City Plaza sales center.
Wealth Hotline 2101222 2101999