《易居中国-xxxx年中国豪宅营销解码专题报告(nxpowerlite)》.pdf

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1、<<<豪宅营销中国豪宅·营销解码专题报告1<<<豪宅营销目录Contents第一章豪宅营销的特点及趋势.......................................................................................81.1定义豪宅营销..............................................................................................................81.1.1

2、豪宅客户：行为低调，不善于张扬.............................................................81.1.2豪宅营销：解决诸多矛盾的整合式小众营销...........................................101.2豪宅卖点表现............................................................................................................1

3、31.2.1地段卖点.......................................................................................................141.2.2景观卖点.......................................................................................................171.2.3产品卖点..........................

4、.............................................................................191.2.4服务卖点.......................................................................................................211.3豪宅营销的特点.............................................................

5、...........................................231.3.1营销宗旨：“我有”→“你要”.................................................................231.3.2营销手法：从“实”→“虚”...............................................................251.3.3客户策略：叫卖模式→探寻模式...............................

6、............................271.3.4核心价值点：货币价值导向→心理价值导向...........................................291.4豪宅营销趋势............................................................................................................301.4.1更注重圈子文化..................................

7、.........................................................301.4.2服务增值将得到提升...................................................................................311.4.3豪宅文化逐步形成.......................................................................................33第二章高

8、效的豪宅营销推广策略...............................................................................352<<<豪宅营销2.1目标客户群.............................................