Here is an office building marketing-office building planning scheme, which I hope will be helpful to you.

Marketing is a process of creating appropriate products and services based on the market and transferring them to consumers in a certain way. Office building marketing includes the whole process of office building market research, positioning and sales. The scope of this discussion is the promotion process and method of office building sales stage, that is, "the process of transferring to consumers in a certain way". This process includes two forms: sales and rental. They are explained separately in the following descriptions.

General promotion process and method of office sales

1. General stage division of office sales:

* The first stage: custom-made production (project lead-in period)

This stage is the initial stage of the project. Generally, the land use right of the project plot has been obtained or will be obtained soon. The task of this stage is to find suitable public relations personnel to actively find enterprises and institutions with office needs in the area where the plot belongs to carry out custom-made production. This stage generally lasts until the project breaks ground.

* Phase II: Finding large customers for wholesale sale (project lead-in period)

At this stage, the project is in the initial stage of construction. In view of the characteristics that office buyers tend to buy (quasi-) existing buildings, the time for office buildings to enter the market in an all-round way is not yet ripe, but there is much room for engineering changes at this stage, which can still meet the individual needs of customers. Therefore, at this stage, we should take the initiative to invite investment to determine the list of large customers, and find large customers to negotiate the whole sale through group public relations, and meet the reasonable and feasible needs of large customers in engineering structure and enterprise title under friendly negotiation, so as to promote the transaction, thus reducing the financial pressure of developers and avoiding market risks.

The first and second stages are generally in the lead-in period of the project. The significance of publicity at this stage lies in preheating the project, arousing social concern and paving the way for later publicity and sales. At this stage, corporate news planning is generally the main publicity method.

* the third stage: the overall sales stage (opening period and strong sales period)

during this period, the main structure of the project is capped and the project is put on the market as a quasi-existing house.

in the opening period, the project's popularity is further expanded based on the lead-in period. However, due to the sales task, hard advertisements are further added on the basis of corporate news planning, and the frequency of advertising is also increased. This is the first climax of advertising, and it also marks the beginning of the strong sales period. Strong sales period, comprehensive use of mass media (newspapers, radio) to further improve and enhance product image. All sales tools are in place. At this time, the advertisements are mainly hard advertisements, and pure sales advertisements are made for the main selling points, which cooperate with sales strongly to promote higher turnover and reduce the pressure of finishing work. At the same time, the rational demands of soft articles are brought into play to cooperate with publicity to prepare for the later work.

* the fourth stage: mainly selling in bulk, supplemented by leasing, digesting the tail house (duration and closing period). At this stage, the interior and exterior decoration of the project are basically completed, and the existing house is moved in. Generally, this stage is mainly based on bulk sales, supplemented by leasing.

The main advertising strategy for the duration is to use newspapers to make testimonial advertisements for customers who have already made a deal, so as to maintain consumers' memory and enhance the confidence of buyers and potential consumers. The closing period mainly adopts: pulse release strategy, reducing the release frequency, but maintaining a long release time, less mass media advertising, more professional media.

Summary: Generally, it is difficult to achieve the expected results in the first and second stages of office sales, so the third stage is the highlight of sales. Therefore, the promotion of general office buildings is mainly to serve the third stage.

2. General sales method of office buildings

* On-site reception (by-plate sales)

On-site reception is the most important way in real estate sales, and the final transaction of products is mostly completed through negotiations with customers at the on-site reception center. The characteristics of this method are that the customer's purchase characteristics are obvious and the purpose is basically clear; At the same time, customers have generated a certain degree of interest through on-site observation. At this time, it is easier to achieve the purpose of facilitating the transaction with the efforts of sales staff. Sitting sales need greater support in advertising to attract customers' attention and urge them to call the hotline or come to the site for consultation, so that sales staff can lobby to facilitate the transaction.

* Direct Selling

Specialist Direct Selling: Hiring people with "connections" to tackle key problems in enterprises and institutions with office needs will often get twice the result with half the effort.

telephone direct sales: according to the positioning of the project, find the customer's telephone number from the business telephone book or business card, and ask them if they need it by telephone, but the hit rate is low.

Sweeping the exhibition: It's a good way. It's good for project sales to meet the right exhibition according to the positioning of the office building and distribute the project materials.

Sweeping the building: it is an effective way to enter the building and distribute project information and business cards to customers. Increase the visibility of the project and accumulate potential customers of the project. This method is generally labor-intensive and needs long-term accumulation, which is generally adopted by intermediary second-hand departments.

group public relations mode: it is an assembly line process composed of sales representatives-sales supervisors-sales managers-public relations managers-general managers, etc., interspersed with the cooperation of engineering, finance and other departments, focusing on collective work, which is suitable for the whole sales strategy.

the first part: the writing of the event planning case

the event planning scheme is an effective behavior for a company or enterprise to increase sales and market share in a short period of time. If it is an event planning case with outstanding creativity and good enforceability and operability, it will play a positive role in improving the visibility of the enterprise and the reputation of the brand.

The event planning case is relative to the market planning case. Strictly speaking, it is subordinate to the market planning case. They are interrelated and complementary. They are all subordinate to the overall market marketing ideas and mode of the enterprise. Only under this premise, the market planning case and the activity planning case are the advertising behaviors with integrity and continuity, and only in this way can the audience have an agreed brand culture connotation, and the activity planning case can only follow the idea of the overall market planning case, so that the enterprise can maintain stable market sales.

There are various forms of event planning, generally speaking, including ROADSHOW, product briefing (press conference), festival promotion, news event marketing, etc. For any of the above schemes, according to different enterprise situations and market analysis, countless forms can be evolved. Event planning often has a direct effect on new product launch, product terminal distribution and product transformation, so it is also an important part of advertising planning.

For some friends in the industry who are new to advertising or planning, it may be difficult for them to achieve the expected results when writing event planning cases. Even some advertisers who have been planning for many years sometimes make mistakes. So, how can we write an ideal event planning case? I think we need to pay attention to the following points:

1. The theme should be single and inherit the general marketing ideas

When planning activities, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time and place of the enterprise's activities, the expected cost of investment, etc.) and the market analysis (including the current advertising behavior analysis of competitors, the analysis of target consumer groups, the psychological analysis of consumers, the analysis of product characteristics, etc.). In an activity, you can't do everything. Only by conveying the most important information to the target consumer group, as the saying goes, "do something and don't do something", can you convey the information you want to convey to the target consumer group most fully, attract the attention of the audience, and remember the information you want to express more easily.

2. Explain the benefits directly

After determining the unique theme, the audience consumer groups can also accept the information we want to convey, but there are still many people who remember the advertisement, but they have not formed the impulse to buy. Why? That's because they didn't see the interest points that are directly related to them. Therefore, it is very important to explain the interest points directly in the event planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, while if it is a product description, you should sell the most eye-catching selling points. Only in this way can the target consumers cause purchase impulses after contacting the direct interest information, thus forming a purchase.

3. Activities should focus on the theme and be as simple as possible

Many planning copywriters often want to carry out many activities when planning activities, thinking that only colorful activities can attract consumers' attention, but in fact, it is not. First, it is easy to cause no distinction between primary and secondary. Many market activities are very active, and many people participate in them. It seems that the response is very enthusiastic, but among those who watch or participate, how many people are the target consumer groups of the enterprise, and even if they are the target consumer groups, do they buy products one after another after participating in the activities? At present, a problem that some planners often complain about is the participation ethics of onlookers. Many people often leave after watching the excitement, or take the gifts issued by the company. In fact, the problem here is that the content and theme of the activities do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are both lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, increase the cost of activities, poor implementation. In a planning, if too many activities are involved, not only will more manpower, material resources and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it is easy to lead to poor implementation by operators and eventually lead to the failure of the case.

4. Good enforceability

A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether the implementation can be successful or not shows the operability of the planning case most directly and fundamentally. In order to achieve good execution of planning, besides careful thinking, detailed activity arrangement is also essential. The time and method of the activity must be carefully analyzed considering the execution place and the situation of the executors, and the specific arrangement should be as comprehensive as possible. In addition, the influence of the external environment (such as weather and folk customs) should also be considered.

5. Change the writing style

Generally speaking, planners often accumulate their own set of experience in the process of writing a plan. Of course, this experience is also manifested in the writing form of the plan book, so everyone's plan book may have their own model. However, it is often such a model that will limit the planners' thinking, and it is impossible to grasp the market without a changing point of view. The writing style should also be changed in the content of the planning book, because if the same customer sees that your planning is the same shell again and again, it is easy to have a distrustful attitude psychologically, and this first cause effect may affect the performance of creativity.

6. Avoid subjective remarks

In the early stage of activity planning, market analysis and investigation are very necessary. Only through the analysis of the whole market situation can we more clearly understand the problems faced by enterprises or products, and find solutions to them. It is impossible for a subjective planner to make a successful plan. Similarly, in the collaborative process of the planning book, subjective thoughts and words should be avoided, because the planning case has not been put into practice, any result may appear, and the planner's subjective assumption will directly lead to the executor's vague analysis of events and forms. Moreover, if the customer sees the subjective words in the planning book, he will feel that the whole planning case has not undergone real market analysis, but is only the result of subjective assumption.

finally, a promotion can't achieve great results, nor can it build a famous brand, so don't try to solve all the problems through one activity. One activity can only mainly solve one problem. Only by adhering to the correct marketing ideas in brand building and commodity sales, and carrying out appropriate promotion activities at the right time and place under this idea, can the enterprise continue to develop faster and better.

Part II: Analysis of real estate planning examples, for reference only.

Outline of p>XX Garden Market Research Report

I. Introduction

1.1 Preface

1.2 Research Purpose

1.3 Research Methods

l Detailed data collection and analysis work

l Household questionnaire survey

l On-site interview

1.4 Main conclusions and suggestions

II. Overview of Guangzhou housing market. % of the city's area

2. Total number of households and average population

3. Summary of economic development trend, living standard and purchasing power level in recent years

4. Development characteristics of housing market in Guangzhou in recent years and specific characteristics of transaction market

2.1 Overview of Guangzhou's economic development

2.11 Economic development speed (GDP analysis, Analysis of the tertiary industry)

2.12 Financial industry and real estate consumption market

2.13 Living standard of residents and residential consumption

2.2 Characteristics of Guangzhou residential market

Residential transaction volume, payment method, Analysis of buyer's characteristics

2.3 Development trend of Guangzhou housing market

2.31 Government policy

2.32 Financial consumption loan amount

2.33 Guangzhou housing development trend

2.34 Resistance factors

3, Market overview of the project area

3.1 overall supply and transaction analysis

3.11 market development overview-residential supply and transaction in Haizhu District

3.12 reasons for active market transactions

3.13 scale effect and price grade

3.2 market active areas

3.21 distribution and characteristics of market active areas

3.22 price trends and grade changes in active areas. Characteristics of high-rise market

3.31 Multi-storey residential supply in recent years, Transaction characteristics

3.32 transaction growth and supply of high-rise residential buildings in recent years

3.33 comparison of supply and transaction between multi-storey residential buildings and high-rise residential buildings

3.4.1 transaction price intensive area

3.4.2 buyer analysis

l private purchase VS group purchase

l local buyer VS foreigner buyer

. Transaction unit area

l buyer age

l total transaction amount, Buyer's affordability

IV. Analysis of the location characteristics of the project

Abstract-1. The position of the project plot in urban development

A. The location analysis of the project plot

B. The main development direction of the future city and the position analysis of the project plot

2. The regional characteristics of the tree plot

A. Regional population analysis

B. Regional infrastructure and Analysis of the characteristics of regional residential development

3. Location characteristics of the project plot

A, analysis of the project location and surrounding communities and living facilities

B, analysis of the traffic conditions around the project plot

c.