difficult, not hating; blueprints, not rhetoric; words and simple, but full of love, truth, passion, entrepreneurial passion. Take this opportunity, my inspirational quotes Li Dazhao's classic \ In my view, village chiefs in the new situation, we must first have five basic quality. One ambition is to pioneer. \ Therefore, we must always maintain the historical mission and social responsibility, and our ideal tree rooted in the hard work of the soil, with indomitable spirit, indomitable courage to open up a new situation of villages and towns. To have a feeling of closeness to the second. \ \for people by with, and Lee for people by conspiracy to. Three with the fame of mind. \案协调统一的目的。这一程序相当于在固有项目资源的基础上进行资源的衍生与创造。 二、价值提升阶段
如果把一个项目的前期资源整合阶段比喻为配置硬件的话，那么价值提升阶段则应该属于软件的编写。价值提升阶段分为项目理念的定位、文案的创作和广告的制作几个部分。 [1] 理念的定位
开发商和建筑公司赋予项目的实体，而策划公司则赋予项目活的灵魂。理念定位的过程就是塑造灵魂的过程。策划公司在给项目进行理念定位的过程中一定要遵守创新的原则。只有创新，才会给项目的灵魂中注入个性；只有创新才能在眼花缭乱的房地产大战中牢牢抓住购房者的目光，从而达到理想的销售效果。但应当注意的是，理念的创新必须建立在与当地经济、社会环境及人文环境相适应的基础之上。这就要求策划公司对本地的经济、文化有相当深刻的了解和体会。项目的理念定位落伍固然不好，但如果过于超前亦会造成 \过犹不及 \的效果。同时，理念的定位也要受到项目的具体情况及消费者定位的制约。 [2] 项目文案的创作
在深刻理解和把握项目理念定位的基础上，文案撰稿人应更多的站在消费者的立场，去体会消费者的消费心理。只有这样写出的作品才能打动购房者的心。对销售产生积极的作用。同理念的定位一样文案的写作也应在了解本地经济文化发展水平的基础上立意创新。盲目抄袭其它地区或本地已经获得成功的案例，只会造成落入俗套，失去潜在消费者的恶果。 [3] 广告的制作
广告按媒体可分为：电视广告、电台广告、报纸广告、公交广告等等。 按形式又可以分为平面广告和多媒体广告。 各种广告形式都有自己的优缺点。广告制作人员不但要有项目理念定位及文案创作思路的能力，还应该对各种广告形式的优缺点有着深刻的了解。再要求把握主题，立意创新，从而创作出与策划案协调统一，而又能吸引购房者目光的成功的广告作品。
三：推广发布阶段
推广发布阶段包括广告的发布、公关活动的开展与促销活动的宣传与开展三个部分。 [1] 广告的发布
广告的发布既针对不同的广告形式选择不同的媒体渠道向受众传达有关于该项目的背景信息及销售信息。不同的目标受众有着不同的生活习性，对不同媒体的关注程度有着很大的区别。如青少年喜欢看《少男少女》一类的杂志，而商人则经常性的阅读《经理人》这样的刊物。针对不同的目标消费者，如何作到信息传达的有效性，也需要策划公司进行详细的调研与科学的思考。最后选择最为有效的媒体进行广告的发布。 [2] 公关活动的开展
公关活动泛指策划公司为给项目楼盘造势而策划举办的一系列能够对本地社会产生大的影响力的活动。比较普遍的形式聘请专家针对楼盘开展座谈会、举办大型的连谊会或请著名歌星、影星开主题演唱会。由于公关活动对楼盘销售的影响效果明显，目前大部分有实力的房地产开发商都已经接受了这种特殊的促销方式。 [3] 促销活动的宣传与开展
严格来说，广告活动与公关活动等一切出于销售目的而举办的活动都应归于促销活动的范畴。但由于广告活动与公关活动的策划程序过于复杂，且自成体系，所以从促销概念中分离出来。这里所说的促销指的是狭义的促销。
为了增加对目标消费者的吸引力，策划公司为开发商策划一系列的促销活动。从性质上可分为两类，既价格促销和服务促销。 四：预算费用的提出
预算费用的提出相对于策划公司来说既是对开发商负责，也是对自己负责。开发商对自己资金的投入非常的关注。如果策划公司对预算费用提出过高，一方面开发商不会答应，另一方面也
conferences, learned superiors policies; reports, you can learn to deal with problems, art, just wanted to learn, to learn at any time. To continuously expand the scope of the study. The complexity and comprehensiveness of our work, decided to not only do we want to be \ Therefore, I would encourage you, and more to the outside world when I have time to take a look at, take a stroll, outside developments, learn other people's development approach, and then come back to guide our work. Second, we must think. \perilous.\someone else's old ways. To change this predicament, requires us to break the shackles of traditional concepts to overcome conservative, conformist, good at finding new problems and to accept new things, summarize new experience, new ideas, developing new programmes and Maverick, a new approach to solve problems, speed up development. Especially in implement superior policy spirit of process in the, both implementation, and cannot mechanically, to to extraordinary of courage and develop enterprising of spirit, put flexibility and principle combined up, put superior of spirit and local reality combined up, Yong conspiracy to breakthrough of policy, and exercise innovation of lift, developed out development works of, and grass-roots welcomes ofdifficult, not hating; blueprints, not rhetoric; words and simple, but full of love, truth, passion, entrepreneurial passion. Take this opportunity, my inspirational quotes Li Dazhao's classic \ In my view, village chiefs in the new situation, we must first have five basic quality. One ambition is to pioneer. \ Therefore, we must always maintain the historical mission and social responsibility, and our ideal tree rooted in the hard work of the soil, with indomitable spirit, indomitable courage to open up a new situation of villages and towns. To have a feeling of closeness to the second. \ \for people by with, and Lee for people by conspiracy to. Three with the fame of mind. \会对策划公司的信誉造成严重的损害，失去客户。如果预算费用提出的过低，策划公司不会从开发商那里获得任何的补偿，自己的经济利益会受到损害。因此，不论哪一种情况发生，都会对策划公司的生存造成威胁。精确的预算费用的提出，关系到策划公司的前途和未来。
conferences, learned superiors policies; reports, you can learn to deal with problems, art, just wanted to learn, to learn at any time. To continuously expand the scope of the study. The complexity and comprehensiveness of our work, decided to not only do we want to be \ Therefore, I would encourage you, and more to the outside world when I have time to take a look at, take a stroll, outside developments, learn other people's development approach, and then come back to guide our work. Second, we must think. \perilous.\someone else's old ways. To change this predicament, requires us to break the shackles of traditional concepts to overcome conservative, conformist, good at finding new problems and to accept new things, summarize new experience, new ideas, developing new programmes and Maverick, a new approach to solve problems, speed up development. Especially in implement superior policy spirit of process in the, both implementation, and cannot mechanically, to to extraordinary of courage and develop enterprising of spirit, put flexibility and principle combined up, put superior of spirit and local reality combined up, Yong conspiracy to breakthrough of policy, and exercise innovation of lift, developed out development works of, and grass-roots welcomes of
房地产项目操盘流程(最新整理)
