汉嘉地产2010年7月25日中国铁建杭汽发项目品牌策略方案.ppt

推广目标：体验式营销，配合商业炒作 推广第三波： 商业推广活动： 主题：“品牌汇聚，建设精彩” 活动诠释：商业联动推广，以品牌商业入驻节点为契机，规划品牌商家签约仪式暨产品说明会，发挥龙头商家的示范效应，以商业价值标高项目未来预期， 同时通过产品说明会落位项目价值，强势蓄客 项目备选案名 工城 上层建筑 领袖山 商业案名 街区IN象 琅和坊 寰宇天地 THE ENDTHANKS! * Good morning/afternoon, Ladies and Gentlemen! I’m Longfor’s Executive Director and CFO Lin Chu Chang. Welcome to Longfor’s IPO Roadshow Presentation! Now, I’d like to give you a brief introduction of Longfor. In the past ten years, Longfor has made outstanding achievements. Longfor has become one of the most successful real estate developers in the Western and coastal regions of China. We have developed many projects successfully in Chongqing, Chengdu, Beijing, Shanghai and Xi’an. We have overwhelmed our clients with superior quality of these projects and the excellence of our services, hence won unprecedented trust. Meanwhile, these projects also brought us outstanding operational and financial results, which have made Longfor one of the most successful real estate developers in the Western and coastal regions of China. Our sales results proved our strengths. We started our business from Chongqing, where Longfor is undoubtedly a leader in the local real estate market. From 2005 to 2008, Longfor ranked #1 for four consecutive years in contract sales in Chongqing, measured by both dollar amount and GFA sold. Longfor entered the Beijing market in 2006, and two years later in 2008, we already ranked #2 in annual residential contract sales in Beijing. We are proud of our success in a market like Beijing. At the same time, we ranked #3 for annual contract sales in Chengdu’s residential property market for two consecutive years, i.e. 2007 and 2008. These achievements have proved our successful expansion outside Chongqing. 媒介公关 ——浙江经视铁建企业专访 目的：扩大铁建品牌和项目影响力，吸引省内置业者和投资客 栏目：经视看地产 形式：访谈铁建老总的形式，传播铁建企业实力和经典物业案例、杭州项目的开发意义 第二波：产品价值建设运动 创作表现 品牌亮相 ——参加秋季房交会 基础物料准备 场内布置 媒体配合 对项目推广的另一方向思考 北 颂 项目案名 项目广告语 第一波：项目品牌建设运动 第二波：产品价值建设运动 项目形象建立后的分主题传播 品牌——中国铁建，61年，为13亿生活梦想 区域—— 大关