Dangdang Tmall has something to sell. There are many vivid practical cases in this book, which is very suitable for some real estate planners to read and solve many of my puzzles. This book is very lively, combining many hot topics for discussion. Easy to read, as can be seen from the book catalogue:
Catalogue of 23 lessons to change the fate of real estate planners
1 class planning, how to get on the right track from the beginning/1
First, what is planning? Is planning science or art /2
Second, what is a major /4
Three. What knowledge systems do real estate planners need /5
Four. What abilities should a planner have /7
Verb (abbreviation of verb) How to improve your professional level /9
Lesson 2/13 Seven Skills of Creator Nirvana
The first skill: Copywriting is not literature, please speak human words/14.
The second skill: the title is the soul of copywriting/18
The third skill: good copy does not contain adjectives /27
The fourth skill: boneless copywriting makes words have speed /3 1.
The fifth skill: creating a copy by means of a screenwriter /32
The sixth trick: When you don't play with creativity, please give the customer a profit directly /45
The seventh skill: Kung Fu is outside the poem, and copywriting is cultivated /46
Lesson 3 Layout and Design of Planners /49
I. Popular advertisements and common misunderstandings /50
Second, the picture is the cornerstone of advertising, adding freshness to the picture /52
Third, the mediocre layout is different, and the excellent layout is roughly the same /56.
Lesson 4 "New" Theory about Promotion Tools /59
I. Innovative use of old tools /60
Two. Creation and use of new tools /65
In Lesson 5/75, the planners will make ten mistakes unintentionally.
Misunderstanding 1: Marketing is a complicated job /76
Myth 2: The more planned actions, the faster sales /77
Myth 3: Customers always read our advertisements carefully /78
Myth 4: Competitors hinder real estate sales /80
Myth 5: Creativity is greater than products and customers /80
Myth 6: High popularity equals high brand /8 1.
Myth 7: The more selling points, the better /8 1
Myth 8: Eat All Customers /82
Myth 9: The higher the project image, the better /83
Myth 10: Openness is the most important /84
Lesson 6 Five Principles of Improving Advertising Communication /85
Rule 1: treat the project as a city /87
Rule 2: Forget the identity of the customer /88
Rule 3: Truth is Beauty /90
Rule 4: Write a copy as usual /92
Rule 5: Tell the customer everything you know /93
Lesson 7 How to Go from Titanic to Marketing Activities /95
1. Marketing activities are an important tool to promote emotional communication between buyers and sellers /97
Second, the role of marketing activities in different stages /98
Three. Thinking Angle in Activity Planning/100
Four, creative activities of "new", "strange" and "refined"/102
Lesson 8 Story Marketing, Selling Houses Like Luxury Goods/109
First, the story has strong value creativity/1 1 1
Second, the marketing value of the story/1 12
Three. The application of story marketing in real estate/1 13
Fourth, how to create a story with marketing power/1 17
Five, the principles to be followed in creating stories/120
Lesson 9 Experiencing Marketing, Starting from the "Bed Play" in the Model Room/123
First, the commercial principles that must be followed in the construction of the experience zone/125
Second, the marketing center is the face of the project/126
Third, the model house can convey a beautiful living feeling/130
Four. Creation of public landscape exhibition area/134
Verb (abbreviation of verb) main entrance of community/136
Lesson 10 A marketing knife on the color prefix/139
1. Real estate creation show with ambiguous advertisements/14 1
Second, romantic and ambiguous marketing activities/144
Iii. How to make ambiguous advertisements/145
Four. Matters needing attention in making ambiguous advertisements/148
1 1 class, Hollywood-style war movies/15 1.
First, the promotion needs to clarify the objectives and contents of the stage/152
Second, the art of product pricing/155
Third, the effect of maintaining key customer relationships directly determines the opening result/158.
Fourth, inspire the morale of sales staff and help achieve the final goal/159
Verb (abbreviation of verb) strengthens the control of the details of the opening scene/16 1
Lesson 12 cross-border marketing, a real estate "+"movement/163
1. real estate+publishing: developers not only sell buildings but also sell books/164
Second, real estate+film and television: becoming the star behind the star/168
Third, real estate+famous products: resource interaction and high-end brand grafting/170
Four. Real estate+art: strong integration of resources in various art fields/17 1
Verb (abbreviation of verb) real estate+finance: luxury customer resources * * * enjoy/174
Seven weapons commonly used in marketing reports
Weapon 1: swot analysis model/178
Weapon 2: scq Structural Analysis/180
Weapon 3: fab Rule/182
Weapon IV: Strategic Model of Market Competition/183
Weapon 5: Boston Matrix/185
Weapon 6: usp Theory/187
Weapon 7: Customer Value Oriented Model/188
Lesson 14 Five Steps to Solve the Writing Problem of Marketing Master Plan/19 1
First, master the five structures of the overall marketing plan, so that the report is focused and clear/192.
Second, define the content and requirements of the overall plan, and build the ability of systematic thinking and problem solving/193.
Third, the practical application of the writing method of marketing master plan /20 1
Four, make marketing planning more vivid skills /207
Yichun, a city called Spring /209
1. Positioning is what kind of "people" the project is shaped into, and image positioning is to design suitable clothes for "people" /2 1 1.
Second, customers pay for "benefits", and a good positioning is to clearly give customers "benefits" /2 13.
Third, a good positioning must be "people have no me, people have my superiority" /2 17.
Facing the report that planners are most afraid of writing /223
I. How to determine the development strategy of the project /224
Two. The specific content and significance of the project positioning in the report /226
Three. Thinking angle of real estate development suggestion /228
Four. Content composition of real estate development plan /229
Verb (abbreviation of verb) Writing skills of real estate development proposal /233
Marketing Decoding of Top Luxury Houses in China /237
I. What is a luxury house /238
Second, the difference between luxury and ordinary house marketing /239
Three. Characteristics of luxury house marketing /24 1
Four, luxury marketing trends /246
Eight post-sales plans /25 1
Move 1: Tap the advantages of products and conduct positive guidance /253
Move 2: Take the initiative to make profits and have the skill of reducing prices /253
Move 3: Reshape the image and rejuvenate /254
Move 4: Product improvement, new push of old products /255
Move 5: Pay attention to customer service and stimulate the owner's value /256
Move 6: Deeply plough the channel, as shown in Figure /257.
Move 7: Take infiltration as the goal and do great things with small money /258
Move 8: Artificial Scarcity /259
Enlightenment of Bai's speech at Yale University
I. Characteristics and Precautions of Real Estate Project Declaration /263
Second, what preparations need to be made before declaration /266
Three. How to solve the problems in all aspects of the declaration process /268
Lesson 20 How to Make Bidding More Effective /275
I. Contact Period of Disk Source /276
Two. During the reporting period /278
Three. Tender exhibition period /280
Four. Summary time of bid opening /28 1
Lesson 2 1 Strategy and Tactics of Marketing in Fourth and Fifth tier Cities /283
Characteristics and overall development model of first, fourth and fifth tier cities /284
Second, the strategic positioning of the fourth and fifth tier cities /289
Key points of marketing operation in cities of the third, fourth and fifth lines /29 1
Lesson 22 Differentiated Competitive Positioning of Urban Complex /299
I. Functions and associated values of different attributes /30 1
Second, the core drive mode /302
Three. Timing of development of different properties /303
Four. Differentiated competitive positioning /304
Verb (abbreviation of verb) Marketing characteristics of complex projects /309
The Survival Rule in Lesson 23 "Real Estate Winter Mode" /3 1 1
1. Vanke judged that the real estate entered the "cold winter mode" /3 12.
Second, from the real estate cycle /3 14 to see the weak market performance
Three. Weak market marketing problem /3 16
Four, the six basic principles of light marketing /3 16
Postscript/324