RefNo.RefNo.成都市五块石商业地产项目成都市五块石商业地产项目广告策划方案及市场推广顾问服务方案广告策划方案及市场推广顾问服务方案PromotionPlanningandMarketingConsultancyProposalPromotionPlanningandMarketingConsultancyProposal项目名称：成都五块石商业地产项目项目名称：成都五块石商业地产项目敬致敬致ToTo：成都市正业房地产有限责任公司：成都市正业房地产有限责任公司赫杰斯市场推广顾问有限公司赫杰斯市场推广顾问有限公司HertzMediaManagementLimited.23Feb2004目录壹、本案项目特点-及市场定位PROJECTFEATURESANDMARKETPOSITIONING...............................................4一、基本资料BACKGROUND........................................................................................................................4二、本案区位特点FEATURESINGEOGRAPHICALLOCATION..............................................................5三、市场定位MARKETPOSITIONING.........................................................................................................6贰、市场推广策略MARKETINGSTRATEGY...................................................................................................................7一、资金投入策略STRATEGYFORMARKETINGBUDGET....................................................................7二、媒体广告计划MEDIAPLANNING..........................................................................................................7（一）广告计划/要点ADVERTISINGPLANS/KEYAPPROACHES..........................................................8（二）媒体选择MEDIACHOICES.................................................................................................................8（三）公关及广告实施流程IMPLEMENTATIONPROCESSFORPR&ADVERTISING........................9（四）媒体广告发布建议RECOMMENDEDSTRATEGYFORADVERTISING.....................................10三、平面设计策划要求THEMEOFGRAPHICDESIGN.............................................................................12四、NP、路牌广告策划要求BILLBOARDADVERTISINGANDITSDESIGN......................................12五、营销推广活动计划建议PROMOTIONALACTIVITIES.......................................................................12六、企业形象宣传包装建议PACKAGINGANDBRANDINGOFCORPORATEIMAGE......................13（一）本项目营销推广文化理念PHILOSOPHYBEHINDTHEBRANDIMAGEOFTHEPROJECT...14（二）本案项目营销推广文化的构筑方式THEEXECUTIONPROCESSOFBRANDBUILDING.......14叁、服务项目配合明晰清单SERVICESANDSUPPORTINGINFORMATIONREQUIRED.....................................16一、市场推广顾问服务项目MARKETINGCONSULTANCYSERVICES................................................16二、市场推广顾问专业配合人员MARKETINGPROFESSIONALS.........................................................18三、其他工作配合要点SUPPORTINGFUNCTIONS...................................................................................20四、顾问服务计酬原则PRINCIPLESANDSCALEOFCONSULTANTFEES.........................................20五、发展商须提供之资料清单【附件一】........................................................................................................INFORMATIONTOBEPROVIDEDBYDEVELOPER(ATTACHMENT2)..............................................22八、海外发布所需资料清单【附件二】............................................................................................................PREREQUISITESFORADVERTISINGOVERSEAS(ATTACHMENT3)............................
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