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夜雨聆风 > > 办公文件 > 常州地王招商学府公园项目推广策略案.PDF 103P

常州地王招商学府公园项目推广策略案.PDF 103P

当前时间： 2026-05-26 11:03:34 分类：办公文件 评论(0)
常州地王招商学府公园项目推广策略案.PDF 103P

📝一句话总结

先说痛点，这个项目其实是典型的“地王后遗症”。当年高调拿地，市场一冷就尴尬了，周边竞品都在搞特价，有楼盘直接打出11000元/㎡的单价，而项目因为拿地成本高，根本降不起。方案一开始就把问题摆在台面上，没有回避。 它的破局思路挺聪明——既然不能拼价格，那就拼价值认知。一个是重新定义地段，把“吾悦向东1公里”这个点打透，告诉客户你离主城商圈其实很近，和天宁外溢客的心理距离一下子就拉近了。另一个是产品上的“小高层对比高层”，用实际使用面积说话，比如125㎡小高层实际使用面积≈136㎡高层，这种具体的换算比喊口号管用多了。 交付是最大的杀招。项目是现房，竞品期房还要等一年半载，这个时间差就是信任筹码。他们围绕“稳”字做了系列包装，从实景交付到社群运营，甚至搞了“30天无理由退房”来打消顾虑。那个“一步归家，稳稳幸福家”的主题，把交付变成了情绪事件，很会抓客户心理。 新媒体这块，他们弄了个“心栖五感”框架，把售楼处体验搬到线上，比如深夜食堂拍短视频、直播送香水搞噱头，虽然不算特别新颖，但胜在执行力强，且和项目气质一致。 唯一我觉得可以再狠一点的是，方案对价格的讨论还是偏保守。毕竟在竞品都打到骨折的情况下，光讲价值可能还不够，如果能有一组“为什么我们不降价”的正面硬刚内容，也许更有传播力。整体来说，这是一个典型的“价值重塑+信任闭环”案例，值得同行抄作业。

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定西·大成·谷雨春秋
武汉·万科·翡翠滨江
深圳·招商·中环·熙悦荟
成都·正荣·武侯44亩
长沙·五矿·公寓项目
新疆·万科·隐庐
西安·复地·大华公寓
舒城·华安·桂语公馆
滁州·华侨城·明湖康养小镇
西安·天朗·云熙
西安·蓝城·文旅小镇
正大·兴隆咖啡小镇
厦门·中旅海玥
西安·招商·臻观府
珠海·万科·瑧湾汇
南昌正荣·悦璟台
桂林·漓江壹号
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  1. CONNECT:[ UseTime:0.000408s ] mysql:host=127.0.0.1;port=3306;dbname=wenku;charset=utf8mb4
  2. SHOW FULL COLUMNS FROM `fenlei` [ RunTime:0.000809s ]
  3. SELECT * FROM `fenlei` WHERE `fid` = 0 [ RunTime:0.000398s ]
  4. SELECT * FROM `fenlei` WHERE `fid` = 63 [ RunTime:0.000290s ]
  5. SHOW FULL COLUMNS FROM `set` [ RunTime:0.000523s ]
  6. SELECT * FROM `set` [ RunTime:0.000202s ]
  7. SHOW FULL COLUMNS FROM `article` [ RunTime:0.000638s ]
  8. SELECT * FROM `article` WHERE `id` = 669433 LIMIT 1 [ RunTime:0.000718s ]
  9. UPDATE `article` SET `lasttime` = 1779881078 WHERE `id` = 669433 [ RunTime:0.000950s ]
  10. SELECT * FROM `fenlei` WHERE `id` = 64 LIMIT 1 [ RunTime:0.000298s ]
  11. SELECT * FROM `article` WHERE `id` < 669433 ORDER BY `id` DESC LIMIT 1 [ RunTime:0.000597s ]
  12. SELECT * FROM `article` WHERE `id` > 669433 ORDER BY `id` ASC LIMIT 1 [ RunTime:0.000595s ]
  13. SELECT * FROM `article` WHERE `id` < 669433 ORDER BY `id` DESC LIMIT 10 [ RunTime:0.000975s ]
  14. SELECT * FROM `article` WHERE `id` < 669433 ORDER BY `id` DESC LIMIT 10,10 [ RunTime:0.001229s ]
  15. SELECT * FROM `article` WHERE `id` < 669433 ORDER BY `id` DESC LIMIT 20,10 [ RunTime:0.002605s ]
0.117982s