Product Project Planning Template Model Wen Yi xx The real estate market is becoming more and more standardized, and the whole market is on the rise. In the process of market development, our company believes that it can be divided into two stages, and the characteristics of market components in each stage are briefly analyzed as follows:
(a) xx years ago, the profiteering stage of passive sales:
Characteristics of customers: high-income earners are the mainstay, pursuing the display of identity and status. At this time, the market selection range is small, and customers are blind in buying.
Characteristics of developers: The government is not strict with the strength of development companies, and the strength of developers is mixed. They are seriously bound by traditional concepts, do not pay attention to the psychology of tourists and the characteristics of market development, develop subjectively, pursue profiteering, have no brand awareness, and extremely reject professional sales organizations.
Project features: the product form is single (mainly multi-layered), lacking characteristics, not paying attention to overall planning, and has obvious regional characteristics (concentrated around xx).
Sales characteristics: no overall marketing idea, blind pursuit of high profits, high pricing, no effective performance and publicity methods, and no attention to brand cultivation and establishment.
(2) xx years later, the transition stage from oscillation to standardization.
Characteristics of tourist sources: the level of tourist sources is wide, the demand is diversified, and the purchase and consumption psychology of real estate tend to be rational. At this time, retail consumption has gradually become the main force in the market.
Characteristics of developers: Under the pressure of competition, developers actively seek new development concepts and gradually accept the marketing planning concepts. At the same time, the advanced concepts brought by professional sales talents have also influenced the developers' thinking, and they have begun to pay attention to the demand of customers and gradually moved closer to the route of fixing sales by production. Brand awareness has been greatly enhanced, and a large number of powerful and advanced foreign development enterprises focus on the good development prospects of the xx real estate market, and then seize the xx market one after another. At the same time, due to the unified management of land resources by the government, the land price began to rise, which prompted the development enterprises to step out of the profiteering stage and the profits tended to be reasonable. At this time, some small enterprises with weak financial strength, imperfect management and outdated development concepts will face a severe test.
Features of the project: The products are diversified. While still multi-layered, the small and high-level companies are gradually recognized by the market, and the high-level companies also occupy a certain market share. Regional restrictions are being broken day by day, community planning tends to be reasonable, with distinctive features, and the quality of the community is constantly improving.
Sales characteristics: the price tends to be reasonable, the market appears to be integrated, the marketing concept is gradually accepted by the market with the intervention of professional sales organizations, the personnel are becoming more specialized, and the propaganda means are constantly being refurbished.
Under the above market background, great changes have taken place in customers, markets and developers:
Changes in customer demand
Customers who can bear the price of real estate below xx yuan /m2 have changed from the simple pursuit of meeting the living requirements and engineering quality to the pursuit of comfort, safety and privacy.
For customers who can bear the price of xx yuan /m2, on the basis of pursuing the above requirements, they pay more attention to the personality, connotation and appreciation potential of the building, and have stricter requirements on the overall planning of the community.
Customers who can bear more than xx yuan /m2 have improved qualitatively compared with the first two customers. When choosing a real estate, the most important thing is to enjoy and pursue a concept and connotation. At the same time, they also pay great attention to the qualifications of developers, the popularity of real estate and the community environment.
In recent years, farmhouse music has mushroomed everywhere, and 20xx is the most crucial year for the development of farmhouse music. The National Tourism Administration has designated "China Rural Tour" as the tourism theme, and this year, the National Tourism Administration has designated the publicity theme as "20xx China Harmonious City Rural Tour". According to incomplete statistics, in recent years, the development of rural tourism has lifted X million people out of poverty. Eating farmhouse meals, doing farm work and living in farmhouses have become an important growth point of rural tourism.
Due to the impact of the economic crisis, the business of small farmhouses in China has rebounded greatly. Compared with last year's business, it can be said that it is even worse. This year, stimulated by the management storm, many places have closed, and large farmhouses seem to have little impact. However, with the narrowing of the market scope, the competition is becoming more and more fierce. In order to stand out from many competitors, operators must inject new elements into the traditional business model, such as virtual qq farms and pastures that are now popular online.
1, development purpose
Culture is the soul of tourism. Through the excavation of Qq farm and pasture, this new cultural hotspot, people's eager desire to return to nature can be satisfied, and people can be correctly guided to experience farm life in a healthy environment. Really integrate cultural characteristics into farmhouse tourism, connect scattered hot cultures and scenic spots in series, form a tourism project group, form tourism products for tourists to participate in, and retain tourists, thus increasing market share and winning more customers? Meanwhile, science? Reasonable? Moderately develop and utilize resources to make local society? Economy? Ecology? Environmental health and coordinated development.
2. Possible factors of success
As a new tourism project, farmhouse tourism has become a world trend? After the development of farmhouse music, it brings not only consumption income, but also product information, project information and market information, which provides an opportunity for the development of local economy. Nongjiale has become a "window" for farmers to understand the market and a bridge for the interaction between cities and villages. Tourists from all over the country have brought new ideas and new concepts to the countryside, so that farmers can know the market information in time and the production and operation can be in line with the market demand. Our advantages are as follows: firstly, our biggest feature is to transfer the virtual QQ farm and pasture to reality, so that people can really feel the fun of picking vegetables; Secondly, the leisure activities are colorful, including bonfire parties, tug-of-war, meetings, catering, accommodation, playing ball games, fishing, barbecue, KTV, movies and so on; Finally, our leisure and entertainment environment is elegant and comfortable, our diet is hygienic and safe, our consumption is reasonable, our price is affordable, and we can win more repeat customers with good service by combining various business channels.
1, Market Analysis of the New Project of Returning to Nature Farm
1. 1 Market potential of farmhouse music
Farmhouse is a new form of tourism and leisure, and it is a kind of leisure tourism way that farmers provide to modern people in cities to return to nature and get relaxed and happy spirit.
Generally speaking, the owner of farmhouse uses local agricultural products for processing to meet the needs of guests, and the cost is low, so the consumption is not high. Moreover, farmhouses are generally surrounded by beautiful natural or pastoral scenery, which can ease the thoughts of modern people, so they are warmly welcomed by many young people in cities.
The survey results show that 83% of the respondents seldom go to farmhouse music or have never been to farmhouse music. It is inferred that there is still a huge market for farmhouse music, and new projects need to be added and new models should be used to attract consumers.
1.2, consumer market of farmhouse music
According to the survey, nearly 60% of people with income between X and 30% are interested in farmhouse music, 40% of people with income between X are interested in farmhouse music, more than 50% are interested in farmhouse music, 40% of people with income between X are interested in farmhouse music, and 40% are interested in farmhouse music. With the increase of income, the attitude towards farmhouse music gradually decreases. The analysis shows that the consumption pattern of farmhouse music conforms to the consumption habits of low and middle-income people, and high-income people prefer elegant and luxurious consumption patterns. As China is dominated by low-income groups at present, it is inferred that there is a huge market for farmhouse music.
1.3 market for new projects
QQ Happy Farm Game has been favored by many netizens since its launch, and they have joined it in succession. The game "swept" the whole country at an extremely fast speed, and netizens relaxed their body and mind while playing the game. But QQ farm game belongs to the virtual world after all, and netizens can only participate in it by clicking the mouse, so we want to move the game into real life. Regarding whether it is realistic, we made the following investigation:
According to the survey, with the increasing popularity of the Internet, an online game based on farm life is popular with everyone. Among the respondents, 52% often play it, and 34% occasionally play it. From this, it can be seen that city people are very fond of the way to release pressure by farm life, which will definitely be welcomed by everyone for our new project to promote farm life. The survey results in Figure 4 show consumers' attitude towards the realistic operation of Happy Farm. It can be seen intuitively that more than 60% people have a positive attitude towards this, which shows that the new farmhouse mode has strong viability.
1.4 Advantages of new projects
According to the survey of consumers' advantages in new projects, the new model has strong autonomy and high participation, and the new model helps to connect feelings, which have become the biggest advantages for consumers. These two advantages drive the new model of farmhouse music. Through modern management and effective marketing methods, the new model of farmhouse music will be successful.
2. Consumer analysis of farmhouse music
2. 1 Overall consumption situation
As a typical representative of leisure agriculture and rural tourism, farmhouse music is increasingly favored by urban tourists. In today's era of rapid economic development, convenient and leisure farmhouse music has become a popular travel mode and habit, which integrates various leisure elements such as catering, accommodation, leisure and experience participation, attracting consumers at different levels. In recent years, with the gradual innovation of farmhouse management mode, the scale effect of the industry has gradually emerged, the market demand has prompted its industrial chain to extend downstream and upstream, and the consumption of farmhouse music has gradually expanded.
2.2 consumer analysis
The results of this survey show that 3 1% of women like farmhouse travel very much, while the corresponding proportion of men is only 22%, 60% of women are interested in farmhouse travel, and only 5 1% of men are interested in farmhouse travel. This shows that farmhouse travel is more popular with women, because farmhouse travel conforms to women's travel habits, which is simple, convenient and can experience life.
Product project planning template Fan Wensan Company set up a special organization to be responsible for the research, development, formulation of marketing strategy and sales plan of new products, and comprehensively build a certain first terminal network with the economic concept of marketing plan. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a number of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing plans, form a professional marketing team, establish a sales team of key marketing plans, manage customers by special personnel, contract sales of single products, and complete the combination of marketing teams before the new products go on the market.
First, the design of sales planning products
Because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot constitute the advantages of the market sales plan. Therefore, it is necessary to develop combined products.
1, develop according to the fragrance type of so-and-so, and strive to make the product personalized and obvious, making it the main brand.
2. Develop products according to the degree of alcohol, and form a series of high, medium and low-grade products.
3. Develop products in a targeted way, constantly investigate the marketing plan during the sales process, follow up the products, and reach the best combination of product structure.
4. Develop products according to the market sales plan price and establish a reasonable product price system.
Second, the network system to establish sales planning scheme
Effectively integrate the original dealer network, first help the original dealers to help them sell, master the first-hand information, and find out the details of the market sales plan. Lay a good foundation for the next marketing work. The listing of new products can be promoted to the marketing plan according to the following sales plan planning steps.
1, establish the main marketing plan, establish a feasible county-level target marketing plan, and formulate the development plan of the marketing plan. Sales staff directly serve the first-class merchants, who will assess the business personnel, select hotels, supermarkets and shops with good reputation in the sales regional market plan, and comprehensively and centrally market the products. Create a model marketing plan, and strive to achieve a distribution rate of more than 80% in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.
2. The offline customers managed by the first-class dealers shall be managed with the assistance of business personnel, and the management system of supply cards for first-class and second-class customers shall be implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing planning scheme, effectively control the price-smashing and goods-jumping of the marketing scheme, and completely put an end to the appearance of counterfeit goods.
3. Differentiate the incentive policies of the first-class and second-class dealers reasonably, protect the first-class dealers and foster and support the second-class customers. Reward secondary customers according to their performance.
4. Take promotion management measures for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and their benefits will change accordingly. Finally, it will form a strong and potential sales first-and second-level network.
Third, the use of sales planning scheme resources in the market
1, configure delivery vehicles and make car body image advertisements.
2, business personnel uniform clothing, business cards, wearing badges.
3. Appoint business representatives, business directors, business directors and business managers.
4. Unified scheduling and management of resources that the company can control.
Four, product benefit distribution and sales planning costs
(A) product profit distribution and sales planning scheme
Reasonable distribution of the interests of all links, so as to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.
1, formulate a unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc., reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward.
2, the organic combination of sales products, formulate the operation method of single product marketing plan.
3. For staged promotion activities, reward standards are set according to the total amount of shipments.
4. With the gradual maturity of the marketing plan, the expenses in each link will be reduced or cancelled accordingly.
(B) Management of marketing expenses of sales planning scheme
1, adopt the method of lump-sum expenses for the products sold, and the company will bear the basic salary, business trip expenses and telephone expenses of the business personnel.
2. Vehicle expenses, office expenses and warehouse expenses.
3. The salary of business personnel shall be paid by the method of basic salary+commission+reward. The basic salary is guaranteed for basic tasks, and the business commission is not capped.
4, Yi Labao, posters, public service advertisements and other publicity expenses.
5, the cost of publicity and publicity activities in the stage of paving the market and the stage of sales activities.
(3) Steps of direct selling of sales planning scheme; Operation method of direct selling (one product, one policy)
1, openly recruit business personnel, conduct short-term training, and arrange specific positions.
2. Formulate the campaign plan for listing direct selling products.
Through direct selling operation, we can effectively control the marketing planning scheme, constantly supplement and improve the marketing scheme, reach the flattening of the network, and lay a solid foundation for operating the large-scale marketing scheme.