Chapter I Overall Planning of the Project
market analysis
Project background analysis:
A. Macro background of the project:
● Project background: China government's epoch-making western development strategy.
● Project Location Background: The industrial villa is located in Xi 'an Chang 'an Science and Technology Industrial Park, which belongs to the northern demonstration area of the industrial park.
Chang 'an Science and Technology Industrial Park is an important part of Xi High-tech Industrial Development Zone, a national development zone, and one of the key construction projects for Xi to implement the strategy of developing the western region. Upon completion, it will become the most potential industrial base for scientific and technological entrepreneurship in western China.
B. Background of project establishment:
Xi 'an is the bridgehead of the western development, and Chang 'an Science and Technology Industrial Park, a high-tech development zone, is the concentrated plate of urban dynamic real estate. Industrial villa is one of the demonstration real estate projects and a bold innovation of new office property.
● Market demand:
The birth of industrial villas stems from the sublation of various dehumanizing factors of traditional professional office buildings and the demand for new business office concepts and methods.
2. Market profile analysis:
Market overview:
There are many kinds of high-end office products abroad, among which business villa products have accumulated some experience in supporting and humanized design. This kind of product is called "office park" or "villa park".
The demand for high-grade office buildings in China is increasing. It is urgent to develop humanized and ecological office buildings that can meet the requirements of the latest generation of office customers.
● There are no office buildings and villas in Xi 'an Market and Northwest China.
● In Beijing, Guangzhou, Chongqing, Xi 'an and other places, enterprises have begun to move into villas for office work, but these villas are built for living and lack the business environment needed for office work.
● Across the country, industrial villas are still high-end scarce products. Only comparable projects in Beijing have just entered the market.
Sengen International: Located in Beiyuan District, Beijing, it is the first office building with townhouse style in Beijing. The project is divided into four stages. The first phase of the business district has a strong German embassy style and is three low German-style office buildings. 1 # Building Ground 1500M2, with a height of 5.5m2, the office buildings No.3 and No.2 are independently divided into six units, and each unit in Building No.2 is about 800M2, with a utilization rate of 88%; Building No.3 is about 600M2 each, with a utilization rate of 96%. The parking spaces and broadband Internet access of the project are relatively complete. The price 10000 yuan /M2 is not much different from that of ordinary high-grade office buildings in Beijing.
B.Xi 'an office market analysis;
●Xi 'an's high-grade office buildings are concentrated in the high-tech west zone, along the South Second Ring Road and in the city.
● High-tech West Zone is the concentrated area of high-grade office buildings. Office buildings in this area are mainly high-rise, attracting customers with intelligent and high-tech services, with an average price of more than 6000 yuan/? About.
● Most office buildings in South Second Ring Road are new projects. The market is divided into "commercial and residential" office buildings and pure business office buildings, with an average price of 5,000 yuan/? About. Marketing is better.
● The office buildings in the city are mainly North Street, Hepingmen and Xincheng Square. The biggest feature of office buildings in this area is that all kinds of commercial facilities are mature and rich, but they lack commercial office facilities and related supporting industries, with an average price of 6000 yuan/? The market sales are not good.
At present, Xi 'an's high-grade office buildings generally pursue technology and business atmosphere, but there is no breakthrough in humanization and ecology of office environment.
Second, the project analysis
product analysis
Product type:
Industrial villa is an upgraded product with the function of filling the gap in the market. Its architectural form is villa and its practical function is business office.
B, product differentiation analysis:
Industrial villas should not only reflect the noble, humanized and garden-like advantages of residential villas, but also have more upscale business facilities than traditional office buildings.
● Disadvantages of traditional office buildings:
Waiting for the elevator for a long time, public transportation is not good, affecting work efficiency;
B, the office is not naturally ventilated, and the natural lighting is poor, resulting in a waste of resources, which is not conducive to health;
C, the height of the effective layer, resulting in the feeling of narrow and crowded space;
D, employees have no rest or poor rest conditions;
E, poor parking order;
D, there are few pleasing landscapes near the office area;
F, rigid working space, lack of vitality, lack of dialogue between man and nature, lack of humanization, lack of humanistic care, directly affect the enthusiasm of workers, curb people's creative desire and innovative spirit.
● Advantages of industrial villas different from traditional office buildings:
The ecological atmosphere of the park is excellent;
B, unique architectural style;
C, good natural ventilation and lighting, and free, diverse and flexible living space;
D, more perfect business office software and hardware support;
E, a more comfortable and high-grade leisure gathering place;
F, reflects a very noble and humanized advanced office state, which can stimulate people's innovative spirit and creative desire to a greater extent.
2.USP product refining:
Macro background selling point of the project:
Analysis on Main Advantages of Chang 'an Science and Technology Industrial Park
● Policy advantages
N Overall planning advantages: Under the epoch-making strategic background of western development, Chang 'an Park, as an important part of Xi 'an High-tech Industrial Development Zone, a national development zone, will be built into an industrial base with the most potential for scientific and technological entrepreneurship in western China; Xi municipal government's key project support policy and Xi's relocation to the south will also benefit the industrial park.
Tax preferential measures, land preferential policies and financial support of the park
N Providing financing guarantee: For enterprises that are easy to form industrial effects and have short construction period, if the current shortage of funds affects the construction speed, the industrial zone will provide relevant guarantees and apply for loans from commercial banks.
N Provide enterprise assistance: For projects that can quickly form an industrial image, the industrial zone can subsidize part of the funds free of charge in the form of government to support enterprise development. In addition, the industrial zone directly invests in some projects with market, development prospects and high returns, and injects corresponding funds to support enterprises to do a good job in construction.
● Service and support advantages
N "One-stop" office: The industrial zone implements a "one-stop" office process for a series of procedures such as approval, registration, registration and project establishment of enterprises entering the zone, which simplifies the procedures for enterprises entering the zone, improves work efficiency and provides the greatest convenience for enterprises, especially foreign-funded enterprises.
N High-quality residential facilities: Weizi Garden City, a super-large international community with 6.5438+0.8 million square meters, ranks first in the northwest, creating a perfect living environment and fully meeting the residential needs of the community.
N Perfect municipal facilities: The industrial zone provides financial, telecommunications, telecommunications, communication, postal services, education, public transportation and other supporting institutions for the settled enterprises, and provides convenient and efficient municipal services.
N functional area planning: the industrial area is divided into three areas: industrial area, central management area and living supporting area. In addition to dividing the corresponding parks according to different industrial types, the industrial zone also plans to build residential buildings, hotels, apartments, management centers, business centers, exhibition centers, book centers, art centers, universities, international middle schools, "bilingual" primary schools, kindergartens and other facilities to meet the all-round functional needs of enterprises entering the zone.
● Advantages of business philosophy
N high starting point: the overall operation and investment promotion of Chang 'an Science and Technology Industrial Park is led by large state-owned enterprises, with strong government background and comprehensive strength. As a key project concerned by the state and local governments, Chang 'an Park's potential and prospects have become the confidence guarantee of enterprises.
N Long-term planning: The industrial zone focuses on the international market from the beginning, and fully considers the integration with the international market from all aspects, providing unique conditions for domestic and foreign enterprises to settle in. The park is divided into three areas, including industrial zone, central management zone and living supporting zone. Considering the construction scheme of the park as a whole, the regional function is reasonable and embodies the concept of humanization.
N Urban Management: The developers of Chang 'an Park have jumped out of the category of traditional consumer real estate developers and risen to the height of urban operators. As typical representatives of dynamic real estate, the development and operation of industrial villas and changan garden have had a far-reaching impact on the whole of Xi and western China.
N brand management: brand is the most intuitive and attractive overall feeling of all kinds of customers for products. The long-term brand concepts of Hi-Tech Group, New West and Wei Zi Real Estate are deeply rooted in the operation of Chang 'an Industrial Park. The brand appeal of developers and brand promise have further established the investment confidence of the market.
B, product ontology selling point
● Industrial villa is the dynamic real estate of the city and the core propellant of urban construction;
● Industrial villa is a demonstration project of Chang 'an Science and Technology Industrial Park and an example of real estate development in Xi 'an, the west and even the whole country;
● Industrial villa is a revolution to the traditional office mode, creating a brand-new ecological office concept, which is the highest form of office property-the true embodiment of the new international humanistic business standard office;
● Leading traditional commercial services and supporting hardware facilities;
● More upscale leisure clubs and unprecedented work enjoyment.
● Office space to stimulate creativity.
3. SWOT analysis of the project
Project advantages:
● The leading domestic commercial property model has filled the gap in the market.
Under the background of western development.
● The developer has strong strength and outstanding reputation.
B. project opportunities:
● Initiate dynamic real estate to detonate the market.
Chang 'an Park and High-tech Development Zone, as demonstration parts of Chang 'an Park, can be used for marketing.
● Market demand for humanized and ecological office mode.
C. shortcomings of the project:
The policy environment, investment atmosphere and corresponding supporting facilities of the whole industrial park are poor, which creates obstacles for foreign cities and foreign enterprises to enter.
● The single project has a large building area, and each villa has an area of about 1400-2600? All of a sudden, the total house price is very high, which is beyond the reach of ordinary enterprises.
● The project form is novel and the market awareness is low.
D. project threats:
● The total price of the house is very high, so it is difficult to sell it. Unusual sales methods can achieve the goal.
● It is difficult to arouse deep market awareness in the short term.
● There is market competition in science parks all over the country.
Low project management height is not enough.
Third, the comprehensive positioning of the project
Target customer orientation:
Based on the high-end and scarcity of industrial villa products, its target customer base is small.
B. The target customers are enterprises with comprehensive strength. The leaders of such enterprises pay attention to establishing a good corporate culture and environment, have a strong sense of innovation, and have higher requirements for corporate image. At the same time, such entrepreneurs are cautious in investment and have rich experience in judging the cost performance and appreciation potential of the property.
C. According to the ownership organization and scale, the target customers are divided into three categories:
● Large and medium-sized private enterprises; (First push)
● Large state-owned enterprises;
● Medium-sized foreign-funded enterprises.
D. Market research after the target customer's industry segmentation is completed.
2, product market cost-effective positioning:
The project is positioned as a high-grade product and the price is positioned at the middle and high-grade level in the market.
3. Suggestions on the name of the case:
Case name analysis:
Industrial villa is a superior and humanized office environment, and the name of the case should reflect: 1, ecological garden style; 2. Brand-new high-grade business model; 3. Unprecedented elementary level.
B. suggestions on the name of the case:
1 Park, Royal Garden for Corporate Business, Villa for Corporate Park, 1 Official Residence
Chapter II Marketing Promotion Strategy
Core marketing strategy
Dynamic real estate decoding:
The key to the success of the project:
● Dynamic real estate is not only a brand-new concept, but also represents a substantial, forward-looking and constructive form of real estate development. The introduction of this real estate model is the key to the success of this case.
● Focus on the characteristics of dynamic real estate: industrial villas are quite different from ordinary consumer real estate in product form and target customer selection, and unconventional heavyweight marketing means are needed to realize the core strategy;
Dynamic real estate, sports warfare digestion.
B, dynamic real estate interaction process:
As shown in the following figure, the essence of dynamic real estate is a benign interactive process in which three major innovations bring three major benefits, and this process eventually forms a great force to promote urban development.
2. Price strategy:
Price control:
The price strategy of this case fully shows the strong competitiveness of the product from one side. High-quality new commercial products do not choose ultra-high prices because of the pursuit of ultra-high profits, but set medium and high prices according to market demand; Listing a brand-new format will slow down the difficulty of conceptual cognition.
B, the use of price leverage:
● The price leverage strategy of this project can be understood in a certain sense as: high opening and high going. The starting point is the average price of the project. With the strong promotion of the market and the strong impact brought by the gradual emergence of the project itself, the price will increase steadily.
● It is planned to promote sales to the maximum extent through the use of sales leverage, and finally realize the average over-priced income 15%-25%.
Second, communication and promotion strategies.
Integrated communication strategy
As shown in the following figure, it is effective to integrate the mode of focus communication so that every marketing expense can be used in practice. Fully combine the high-end and scarcity characteristics of the products in this case to accurately locate the target customer groups.
2. Media combination strategy and budget allocation chart
As shown in the following figure: in the overall communication cost, advertising offensive is the main body, which is organically coordinated with event public relations and promotion offensive. In the main part of the advertising campaign, the tactics of combining inside and outside and interlocking are adopted. On the basis of Xi 'an local media, supplemented by the high-altitude bombing of the national media, the market quickly deepened its understanding of the case.
3, spread tactical combination chart
Advertising news title:
● Announcement of global auction of industrial villas
The new west of WTO. Power Real Estate (changan garden/Industrial Villa) has fully entered the WTO.
China Chang 'an Plate. Declaration on the Birth of Tianjiao [Enterprise No.1 Park], a dynamic real estate.
● Top 500 in the world and top 50 in the west.
● The third revolution of China real estate.
● Hongkong, London and new york. We saw the central business district there. Xi 'an High-tech Group builds CBD in western China.
● New World of China Real Estate-【 Enterprise No.1 Park 】
● 【 Enterprise No.1 Park 】 New Western Fortune Headquarters
● Create a new standard of humanistic international business-Industrial Villa/Enterprise No.1 Park.
● [Enterprise No.1 Park]-a new wealth special zone that never ends.
● The pride of western China.
B. Promotion theme of public relations activities
● Press conference on international auction listing of industrial villas
:: Dynamic Real Estate and Urban Management Forum
● Celebrate "Brand Enterprise" entering No.1 Park.
● "No.1 Park" Era Elite Carnival
● Excellent private enterprise entrepreneurs "No.1 Park" observation group
● "No.1 Park Cup" Selection of Top Ten New Entrepreneurs in New West China
Third, the sales strategy.
Sales stage control
In the sales control of the whole case, three sales waves were formed around the key points of phased communication and promotion.
2. Sales innovation strategy
Marketing strategy innovation
● Marketing by taking advantage of the situation: taking advantage of the great development of the western region, the state's policy support for key cities in the western region, and Xi 'an City Management's overall promotion of Chang 'an Industrial Park, this case was realized by taking advantage of the situation and has the potential to follow.
● Interactive marketing: Make full use of the brand links of Weizi city gardens, enterprises and industrial villas that have settled in Chang 'an Park, so as to realize the interactive win-win situation of industrial zone, residential zone and administrative office zone in the park.
B. The innovative sales strategy in this case fully combines the core strategies of dynamic real estate and sports warfare digestion. It abandons the traditional sit-in sales, advocates more effective communication with target customers, and pays attention to going out and inviting in; Taking phased key event marketing as the tipping point.
V. Marketing strategy innovation
As shown in the following figure: Five marketing tools are the core tactics, supplemented by long-term systematic sales skills, and sales forces seize every opportunity to make the final decision.
● One-to-one direct selling mode:
Abandoning the traditional sales representative form, high-quality managers are responsible for intentional customers, special services and in-depth communication.
● Pan-club marketing model:
In addition to forming a huge word-of-mouth communication force among club member enterprises, it also uses the club's high-end customer base to promote golf clubs, tennis clubs, high-end commercial clubs and other goals.
● Marketing mode of New Space Store:
The traditional sales office will face the market and customers in the form of modern commercial property civilization exhibition hall. With a high-tech atmosphere and a high sense of the times, it gives every visitor a great sensory impact. The sales staff will play the role of a commentator and systematically guide customers how to enjoy the brand-new business experience and added value of the property brought by this case to the greatest extent.
● Stage theme marketing mode:
The common sales methods of consumer real estate are obviously not suitable for this situation. When Inspur marketing events and theme activities run through the whole case, it forms the core measures of three hot-selling stages.
● Auction marketing mode:
The strong opening mode of this case, through full preliminary preparation, introduced heavyweight enterprises to create momentum in the auction, which made this case an instant hit. At the same time, the auction can also precipitate some customers.
Chapter III Suggestions on Project Promotion
Suggestions for project operation:
1, the demonstration focus of Chang 'an Park Demonstration Industrial Zone-Industrial Villa
● Image demonstration:
The industrial villa is located at the entrance of Chang 'an Science and Technology Industrial Park, facing the main road and Times Square of the park, which is the main image project of Chang 'an Park. At the same time, the new humanistic international business standard office model initiated by the whole country embodies the brand image of the settled enterprises.
● Planning demonstration:
Advanced planning and design, reflecting new ideas and technologies, make the demonstration industrial zone have the demonstration function of environmental landscape at the same time;
Create a modern demonstration industrial park with reasonable layout, novel theme and outstanding ideas, and create the image of an ecological and international science and technology industrial park in the new period.
● Demonstration of industrial chain:
Chang 'an Park provides financial services and policy support. Logistics, housing, commerce, office, culture, leisure and other aspects in the park form a benign interactive industrial chain cycle inside and outside the park, and industrial villas are a very distinctive part of the industrial chain.
● Comprehensive benefit demonstration:
Industrial villa not only brings economic benefits to enterprises, but also shows the harmonious relationship between social benefits and marginal benefits, creating comprehensive benefits, which is the masterpiece of dynamic real estate.
2. Management innovation
Policy innovation
● One-stop customs clearance:
The park provides help for the export business of enterprises in industrial villas, goes through customs formalities, and builds a fast-track for product export, so that enterprises can effectively control international business opportunities and truly realize barrier-free trade exchanges.
● Overall solution for corporate diplomats:
In order to avoid the phenomenon of "acclimatization", the management committee of the park is responsible for hiring a long-term "corporate diplomat" for each settled enterprise free of charge, assisting in all the procedures for the enterprise to enter the park and related legal and outreach affairs in its future operation, and ensuring one-stop service for the enterprise to enter the park and get everything ready!
● Corporate financing:
The park provides a one-time loan guarantee service corresponding to the amount of land purchased by the land certificate for enterprises settled in industrial villas to solve the financial difficulties of enterprises.
● Tax policy:
Enterprises settled in industrial villas can enjoy preferential tax reduction and exemption policies for foreign-invested enterprises in the park, and can also enjoy the relevant policies and regulations of the state to encourage foreign investors to invest in the western region, extend the income tax for three years at the tax reduction rate of 15%, expand investment fields and reduce the shareholding ratio.
B, concept innovation
Industrial villa is a new type of property. The development and construction mode of Chang 'an Science and Technology Industrial Park is a great innovation of China High-tech Industrial Park and dynamic real estate development mode. This is a bold attempt to develop high-tech parks, which will become a useful demonstration of "urban management" in Xi and even the whole country.
● For the success of new property projects, as a developer, it is necessary to realize innovation in the overall operation concept of the project, deepen the traditional property management function and become the business partner of enterprises in the park, so as to operate industrial villas with the concept of enhancing the added value of property and enhancing CS (customer satisfaction) from multiple angles.
C. Service innovation
The brand-new property management mode will form a brand-new office mode for enterprises and promote the development of corporate culture. As a development operator, it is necessary to make full preparations for soft services to match the hardware form of the project and the market positioning and high added value of supporting products.
Second, product strength improvement 1, basic configuration (omitted) 2, new humanities international business standard office
Through the improvement of product strength, industrial villa has further become the first office product in China to promote "new humanistic international business standards"
The Office of New Humanities International Business Standards consists of three evaluation standards: ecological standard, intelligent standard and humanized standard.
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