In order to ensure a high starting point, high quality and high level of work, it is usually necessary to make a complete plan in advance, which is a written plan made after comprehensively considering factors related to things or problems. So do you know how to write a standard plan? Here are six real estate planning schemes I have compiled for you. Welcome to share.
Real estate planning scheme 1 I. Activity background
According to the project plan of MCC's Upper House, the "Spring Festival Carnival, House Inspection and Gifts" will be held on 20xx 65438+ 10/4 (Lunar calendar1February 2 1 day), that is, when the Spring Festival comes, to present new and old customers with New Year gifts.
Second, the purpose of the activity
1, creating a new year's market fever and strengthening market attention;
2. Deepen the deep impression of new and old customers on this project through activities, and convey project information, etc.
3. Create a warm atmosphere through on-site activities, gather popularity and quickly accumulate customers.
Third, the concept of activity.
1, pay attention to the cohesion of popularity and create the quality of "MCC";
2. Increase the "New Year's Carnival" atmosphere of the activity as a whole, and fully reflect the significance of the activity of "seeing the house and giving gifts";
3. Set off the "fun" of the "Spring Festival" and create an atmosphere activity related to "seeing the house and giving gifts";
4. Let more distinguished guests deepen the good impression that MCC is still a garden;
Fourth, the activity address
Xinyang Yangshan new area zhong ye Shang yuan marketing center former site
Verb (abbreviation of verb) I-word duration
20xx 65438+ 10 month 14 8:30 —— 17:30.
Sixth, the object of activity.
Potential customers for viewing and buying houses
Seven. Activities and project preparation: (June 9, 65438 to June 3, 65438 +03 benchmark preparation)
Planning: Guo Sen15xxxxx601+0
65438+1October 9: Project planning report of this activity.
Reach a preliminary cooperation intention and determine the activity plan.
65438+1October 10: Set up the project team for this activity.
Identify all performers of the project activity.
Determine the preparations for various materials, equipment and personnel.
65438+1October 1 1: The project is formally prepared for implementation.
Real estate planning scheme 21. Activity time
On Thanksgiving Day.
Second, the venue of the event
In every garden.
Three. participant
Teachers, parents and children in the class.
Fourth, the significance of the event.
Promote children's understanding of world culture and customs through festivals. Cultivate children to treat people and things around them with gratitude. Understand the origin and customs of Thanksgiving.
Verb (abbreviation of verb) activity preparation
Collection of Thanksgiving-related materials, significance of blue ribbon, preparation of Thanksgiving-related social courses, some blue ribbons, music about Thanksgiving (circulated in the park), camera, LED screen in the park, baby task, gratitude wall in the class, gratitude wall in the park, and greeting cards (heart-shaped or your choice).
Activity arrangement of intransitive verbs
Music related to Thanksgiving is played in the garden in the morning. In the reception session in the morning, the middle-level and above staff in the park received the teacher at the gate of the park, giving the teacher holiday blessings and deep hugs. The teacher in the class sent holiday wishes to the baby at the morning meeting. On X, X, X, a social teaching course on Thanksgiving was held to understand the origin and related significance of Thanksgiving according to the different ages of children. A "blue ribbon activity" was held in the class. During lunch break, organize teachers in the park to carry out "Thanksgiving Day" activities in the form of small trade union activities.
Seven. Classroom activity flow
On the day of X, the teacher led the children to make thank-you cards, which were distributed to the children when they left the park, and asked the parents to help them write the language of blessing and thanks at home. Give it to someone you want to thank on Thanksgiving Day. On the day of X, the teachers in the class carried out social teaching activities with the theme of "Thanksgiving" according to the curriculum. After the teaching activities, the teacher led the children to decorate the Thanksgiving Wall in the class, and the children personally posted their cards on the Thanksgiving Wall. (You can share it in class in advance. After the teaching activity, the teacher explained the meaning of the blue ribbon and the activity method of the "blue ribbon activity" in various ways.
Activity method: The teacher explains the meaning of the blue ribbon in words. The teacher showed the children the blue ribbon and explained how to tie it. Children should say "thank you" when tying blue ribbons for their peers. The teacher distributed blue ribbons to the children. Encourage children to send thanks and blessings to teachers around them. Children carry out activities to send blue ribbons to their peers in class. A child can tie blue ribbons to many partners, and a child can get blue ribbons from many partners at the same time. )
Teachers can lead children out of the classroom and tie blue ribbons for other class teachers or logistics teachers to express their blessings and wishes. Give each child a blue ribbon when they leave the garden on Thanksgiving Day, and remind them to give it to the most grateful person in the family and say the words of thanks. Parents and children share the feeling of gratitude and complete the baby's task together. Assign baby tasks to parents and share the feelings of Thanksgiving activities with children at home. Form written materials and bring them back to the class the next day and give them to the class teacher. After the day's activities, the teacher wrote down the performance and feelings of the children's activities that day in the family contact book.
Eight. Park Teachers' Thanksgiving Activity Process
Teachers, under the leadership of the chairman of the trade union in the park, carry out activities between classes. The host made a speech for this activity, explaining the significance of Thanksgiving. Use language to set off the atmosphere. Send a thank you card to the teacher. Teachers write down the people they want to thank most and what they want to say to him/her most. (Background music) Show the cards on the Thanksgiving wall. (Background Music) Under the guidance of the host, teachers thank people around them in the form of hugs, and thank everyone who has helped themselves and paid for themselves. The host ended the trade union activities in a warm atmosphere.
Nine. Expansion of activities
On the day of Thanksgiving activities, the middle-level or class teacher in the park took photos as a souvenir. After Thanksgiving, there will be a photo exhibition of small activities in the park.
X. Activity requirements
On the day of the activity, all the babies participated. According to the age characteristics of children, teaching activities and blue ribbon activities can be carried out, and younger teachers can help. On the day of the activity, the middle level in the park sent blessings to each class.
The theme of the third activity of the real estate planning scheme: Thanksgiving Day feedback "free health check-up".
Type: event marketing.
Objective: To enhance the brand image of enterprises and projects through activities.
Target customer group: car owners.
At 8: 00- 16: 00 on xx, xx Real Estate Company, under the intermediary contact of xx Branch, hired experts above the level of deputy director of xx Hospital to enter the community, providing professional "free health check-up" activities for XX owners and conducting health check-ups for the majority of owners. At the same time, it answered the owner's health problems on the spot, provided suggestions for the owner to improve the health plan, and won unanimous praise from the owner.
Xx Real Estate Company has been committed to building an international high-end community and has made great efforts in serving the owners. This activity not only fully reflects the care of the developers for the owners, but also successfully realizes the "integration and sharing of social resources".
Strategy analysis:
The tight working rhythm in the city makes people pay more attention to the quality of living service, and the living concept of "livable, healthy and living", which embodies high-quality life, has also emerged and been enthusiastically sought after by the market. The "Send Health" activity of Pearl River Dijing further enriched the cultural life of Beijing Pearl River Dijing community, created a better healthy living atmosphere for the owners, and also established the market reputation of Hesheng and Pearl River Dijing.
Xx Real Estate Company-sponsored the performance of the classic ballet Romeo and Juliet on the overpass.
165438+1On October 25th, sponsored by xx Real Estate Company, Monte Carlo Ballet of Monaco gave a VIP performance of the ballet Romeo and Juliet, which was "xx Real Estate Company-Neoclassical Night" at XX Tianqiao Theater. The event also launched a sky-high ticket worth 20,000 yuan, that is, every audience who buys a ticket worth 20,000 yuan can use this ticket as a "voucher" to deduct the equivalent house price when "xx" buys a designated distinguished apartment. It is the first time for a developer to sponsor such elegant art as ballet in China.
With the development of China's economy, the real estate industry in China is also developing at a high speed. Under the new situation, the real estate market is ups and downs, the national macro-control policies are frequently introduced, and the real estate market has entered an era of fierce competition. There are also innovations in pre-planning and real estate marketing planning methods. In order to promote the sales of real estate products, various developers are also trying their best to plan schemes. Although China's real estate industry is gradually becoming rational and standardized, China's real estate planning is still in the primary stage. Judging from the current theory and practice of domestic real estate planning, on the one hand, developers do not attach importance to marketing planning, or although they attach importance to it, they lack systematic theoretical methods to guide their work practice; On the other hand, some planners don't know what real planning is, and the planning behavior is arbitrary and scientific. Generally speaking, there are some obvious problems in real estate planning, which need real estate enterprises to pay enough attention to, formulate planning plans from the reality of the market, and improve planning ability from all aspects in order to be invincible in the market competition.
Keywords marketing planning, market-oriented innovation
First, the development process of real estate marketing planning
China's real estate industry started relatively late, and the application of marketing concept in the real estate industry only rose slowly in the last twenty years. Looking back on the development of China real estate market, we can find that the concept of real estate marketing planning has also experienced a development process from conceptual marketing planning to overall marketing planning.
In the early 1990s, it was a period for Shenzhen real estate industry to learn from the development of Hong Kong real estate industry, and it was also a golden age for Shenzhen real estate developers. How big is the housing supply in the market, how big is the market demand, and there is no need for marketing and marketing planning. After 1992, the real estate market has grown and the competition among enterprises has become increasingly fierce. A good house may not be sold smoothly, so the master of real estate marketing planning came into being. Since 1997, with the reform of housing monetization system, the supply of various residential products in the market has increased, and various concepts have emerged in the so-called "concept real estate" era. Selling a house is selling a concept. After 1999, "conceptual marketing" declined obviously, and was replaced by concepts such as "refined marketing" and "whole marketing".
Under the new situation, real estate marketing planning has been given a broader connotation. The first is pre-positioning planning: determine the project form and target consumers through positioning planning; According to the overall needs of the target consumer groups, set the architectural style, apartment type, price range and infrastructure facilities of the project; Secondly, marketing promotion planning in the sales process: according to the unique overall quality of the project, formulate appropriate marketing promotion strategies; Thirdly, the late planning of project sales: in the late stage of project sales, combined with the actual situation of residential projects, to create a compelling selling point for difficult-to-sell huxing.
Generally speaking, the theory and practice of real estate marketing planning in China have developed very rapidly, which is first attributed to the development of foreign marketing theory. The enrichment and development of marketing theory has laid a solid foundation for domestic real estate marketing planning theory. Secondly, the rapid development of domestic real estate industry has caused strong competitive pressure to real estate developers, and real estate marketing planning has become a necessary marketing means. Thirdly, the hard practice of many domestic marketing planners makes the real estate marketing theory gradually perfect and mature. They created many classic real estate marketing cases in practice, but also summarized them in theory, and put forward creative marketing planning theories, such as concept planning mode, selling point group planning mode and real estate whole process planning mode. The appearance of these new concepts endows the marketing planning theory of the real estate industry with rich connotations, and also plays a very important role in the development of the real estate industry.
Second, the real estate marketing planning
Content of real estate planning: Through this month's pre-planning course of real estate and our own real estate planning homework, I have a general understanding of the content and process of real estate planning.
We have conducted a survey on the completed real estate for sale. Through the investigation and study on the planning of the real estate for sale, combined with the theory taught by the teacher in class, I can better grasp the theoretical knowledge of planning and understand the real estate more intuitively. For real estate, I always thought it was just a residential building. In the first class, the teacher pointed out my misunderstanding and let me know that real estate covers a wide range, not only residential buildings, but also public buildings, commercial buildings and so on. Through the teacher's class, I realize that the success of real estate construction projects depends on good decision-making and subsequent organization and implementation of the projects. Therefore, good decision-making plays a vital role in the success or failure of the whole project. Undoubtedly, it is an important factor for the success of project development to do a good job in the planning work in the early stage of project development and provide scientific decision support for project development. At the same time, we also realize the importance of pre-planning of real estate. First, pre-planning can enable development enterprises to grasp the market situation, consumer demand and competitors in time, so as to predict the market trend and provide reliable basis for enterprises to determine the future development direction and obtain potential market share. At the same time, pre-planning can help development enterprises to evaluate risks and benefits at the initial stage of development and formulate accurate development strategies. Secondly, planning and forecasting the market in the early stage and mastering the market situation can enable enterprises to achieve good management in the fierce market competition, further enhance their competitiveness and maximize profits.
In the first real estate class, the teacher told us that in order to learn this course well, she divided us into several groups and let us finish the homework she assigned. The teacher has just made a speech.
As the team leader, I decided that our group would choose Landing Haitang Bay, which is not far from our school, as our research object.
We first went to the sales department of Haitang Bay to see the residential sand table in Haitang Bay. The sales staff there introduced us to six types of units in Haitang Bay, and told us in great detail the ventilation, lighting, area, location and price of each unit. At the same time, she also told us in detail about the supporting facilities and traffic conditions around Haitang Bay, which gave us a preliminary understanding of Haitang Bay. In order to be more familiar with Haitang Bay, we also went to the communities around Haitang Bay. As competitors of Haitang Bay, what are their strengths and weaknesses to analyze the competitiveness of Haitang Bay.
In the first stage report, we analyzed the geographical environment, economic environment and human environment of Haitang Bay, and made an investigation and analysis from macro, meso and micro perspectives. At the same time, the specific SWOT analysis of Haitang Bay is carried out to understand the advantages, disadvantages, opportunities and challenges of Haitang Bay. SWOT analysis can make the planning thinking clearer. Haitang Bay should make full use of its strengths and avoid its weaknesses, seize the opportunity and be ready to face the challenges at any time. Finally, we investigated and analyzed the competitors in Haitang Bay, focusing on their strengths and weaknesses. In the face of numerous market competitors, how should Haitang Bay win? Because the land area of Haitang Bay is small, it is not dominant in many large-scale development projects. Therefore, Haitang Bay is not suitable to adopt the same development and sales planning model with them. Haitang Bay can only give full play to the advantages of convenient transportation, avoid the sharp edge of competitors, turn the disadvantages of competitors into their own advantages, and develop differentiated products to attract consumers.
With the initial understanding of Haitang Bay in the first stage, the second stage mainly investigates and analyzes the market of Haitang Bay. The purpose of Landing Group's investment in the development of Haitang Bay is nothing more than to make money and let more people know about Landing. Haitang Bay is a stepping stone and pathfinder for landing in Hefei real estate industry. Therefore, Haitang Bay needs more consumers, and we have investigated and analyzed the psychology and behavior of consumers. Through the investigation and analysis of consumers, we can find some potential consumers, so as to plan a plan to seize these consumers and enhance the competitive strength of Haitang Bay. At the same time, it provides a strong basis for STP strategy and determines the target market selection and market positioning of Haitang Bay.
When we make STP strategy, we analyze Haitang Bay from three aspects: market segmentation, target market selection and market positioning. We divide the current market into five market levels: low-end market, low-middle market, mid-end market, high-end market and high-end market. The target market of Haitang Bay is determined by combining the actual situation of Haitang Bay, the current consumer's views and choice trends on these five markets, and the choice of competitors to develop the market in Haitang Bay. The choice of target market determines the market positioning of Haitang Bay. Finally, we combine the survey results of consumers and the environmental advantages of Haitang Bay to determine the development of high-end market in Haitang Bay.
In view of the market positioning in the second stage, in the third stage, we mainly analyzed the traffic, architecture and residential landscape of Haitang Bay. The positioning of Haitang Bay market in the high-end market means that the traffic in Haitang Bay should be convenient and reasonable; Architectural design should be high-end, atmospheric and graded; The greening rate of the community should be high, and the community environment should be comfortable. We divide the traffic in Haitang Bay into two parts: external traffic and internal traffic, and analyze the time for external traffic to reach various business districts and stations by bus and car. Convenient external transportation can make Haitang Bay attractive to some office workers. At the same time, convenient external transportation will make Haitang Bay have huge appreciation space and attract many investors. The internal traffic in Haitang Bay adopts the form of separation of people and vehicles, which reduces the interference of traffic noise on the life of residents in the community and can better protect the personal safety of residents.
Haitang Bay adopts the most popular modern classical architectural style at present, which simplifies the classical architectural style, makes the building simple and generous, and there are not too many complicated architectural decorations on the facade. At the same time, the facade of the building is painted with orange-yellow real stone paint, and some parts are decorated with dark gray tones to highlight the royal aristocratic style and outline the pleasing and rhythmic urban outline. In order to match the architectural style of the community, the landscape design of Haitang Bay adopted the English landscape style. A large number of begonia and various plants have been planted in the community, creating a large area of water, and many residents' rest squares have been built, so that the greening rate of the community has reached more than 40%, providing residents with a comfortable living environment. At the same time, let this become the advantage of Haitang Bay, which can attract more consumers who pursue quality of life.
The first three stages mainly focus on the advantages, markets and products of Haitang Bay. In the fourth stage, it mainly investigates and analyzes the marketing planning, advertising planning and property management of Haitang Bay. The marketing planning of Haitang Bay can be said to run through the whole planning process of real estate planning, and marketing planning is also the core of real estate planning. The marketing methods of Haitang Bay are not very novel, conservative and creative, and the publicity of Haitang Bay is not strong, which makes the popularity of Haitang Bay very small, which is not conducive to the sales of Haitang Bay. Haitang Bay is mainly publicized through the sand table of the sales department, various apartment models and traditional leaflets. These methods are traditional and not creative, which can attract more consumers. Compared with the surrounding buildings with great publicity, they lack competitiveness, which is not conducive to the sales of Haitang Bay.
Real estate planning scheme 5 I. Activity time
June x ~ June x;
Second, the content of the activity
Send zongzi to new and old customers as holiday gifts.
Third, promote policies.
1 and the 8th floor will be launched on June 27th. Customers who buy the 8th floor on June 27th-28th can enjoy an extra discount of 1%.
2. In order to promote the sales of the 5th floor, we bought 1xx from June 27th to June 27th. 13? Or xx0. 89? The top 20 customers of the house can enjoy a cash discount of 5,000 yuan per set.
Fourth, media support.
On June 26th, Huashang Daily published a color advertisement 1/3, announcing the launch information on the 8th floor to the market and informing new and old customers to give holiday gifts.
Analysis of verb (verb's abbreviation) sales situation
1, customer visit
During the event, 74 groups of customers visited, with an average of xx per day. 8 groups; During the activity, there were effective calls 15 times, with an average of 3 times a day.
2. Customer transactions
Action plan of intransitive verbs
1, the weekend (June 27-28) is the peak of the transaction, * * * clinched a deal1/set, of which 6 sets are in Building 8. 8# building has attracted some interested customers before its launch, and there are additional discounts for two days on weekends, so there has been a centralized transaction.
2. This Wednesday (June 3 1 Sunday) is the Dragon Boat Festival, which is not a big holiday, and no holidays have been arranged by all units, so there are not many new and old customers on site except weekends.
3. Before the launch of the eighth floor, the property consultant interviewed 20 groups of interested customers who paid attention to the eighth floor in advance, of which 6 groups were handed in and xx group did not clinch a deal. Most of the customers who didn't clinch the deal were because the price of Building 8 was too high, which exceeded their purchasing power.
4. Only one set was sold on June 30th, and the price was 3 1 on the 5th floor, mainly because the preferential policy was about to be cancelled, and the customer rushed to make a deal at the last minute.
Real estate planning scheme 6 1. Organizer:
Taiping Town Party Office, Town Women's Federation and Town Cultural Station
Second, the time and place of the competition:
20xx was held at 9: 00 am on September 28th in the leisure square of Guozhuangzi Village.
Third, participants:
People from all administrative villages (communities) in the town.
Verb (abbreviation for verb) Number of participants:
Each team has at least 20 people and at most 50 people.
The contest form of intransitive verbs:
This competition is not limited to dance types, and the participating teams can choose or adapt from all kinds of dances. The choreographed movements must conform to the fitness characteristics of the square: self-entertainment and performance are integrated, the enthusiastic and cheerful performance content is easy to understand, fitness is the main form of performance, and group dance is the main form of performance.
Seven, the duration of the game:
In principle, the participation time of each team should not exceed 5 minutes.
Eight, scoring criteria:
The judges judged the participating teams according to their overall mental outlook, expressive force and unity of movements, arrangement of team types, choice of music and collocation of participating costumes.
Specific scoring implementation rules are as follows:
1, mental outlook (1): The contestants can better display healthy, lively, happy and harmonious cultural characteristics, have a sense of the times, express healthy emotions and fully display the elegant demeanor of physical quality.
2. Artistic performance (2 points): The contestants have an accurate understanding of music, and the choreography conforms to the music melody; The music is clear and full, closely related to the content of the competition, and the audio-visual effect is good. The movements are in place, full of rhythm, optimistic and natural expression, strong expressive force and neat movements, which can fully show the positive sports and fitness spirit of this competition.
3. Form of expression (2 points): In the competition, the formation arrangement is novel, smooth and coordinated, distinctive, hierarchical and artistic. Clothing modeling and props conform to the content and style of the competition, conform to the theme of the competition, and have good visual impact.
Nine, award setting:
The competition will be awarded with outstanding performance award and performance award respectively.
X. Registration and scheduling:
1. Each team should complete and stamp the registration form before September 10, and then submit it to the town party office. At the same time, the electronic version of the registration form should be sent to tpzdb@sina.com.
2. The leaders of each group attended the joint meeting in the conference room on the third floor of the town government at 9:00 am on September 20th, and drew lots to decide the order of appearance. And hand over the music CD to the town party office, or send the competition music file to the e-mail :tpzdb@sina.com.
The document should indicate the name of the team, the name of the track and the duration of the track.
XI。 Source of funds:
Each team is responsible for its own clothing and transportation.
12. Matters not covered will be notified separately.
With the continuous development of China's economy, people's demand for spiritual culture is also increasing. As an important part of urban space, the demand for squares is increasing. As the position and carrier of people's communication, rest, entertainment, viewing and other activities, it has been integrated into the whole life system of citizens, mass culture has been widely reflected in the square, and square culture has been constantly given new connotations, becoming a public activity place and exhibition space that people like and yearn for. Square dance is formed spontaneously by the people and is of great significance to the development of urban culture. Square dance provides a breakthrough for the city to build a square cultural brand and becomes an urban landscape to show the cultural life of citizens. Effective breakthrough has become an urban landscape to show citizens' cultural life. Effectively carrying out mass cultural activities not only makes modern culture popular rapidly, but also makes traditional culture alive, thus promoting people's life to be more positive and further promoting the construction of a harmonious West Coast. The rise of square cultural activities has largely met the spiritual and cultural needs of modern people in many aspects and levels, met people's aesthetic taste and requirements, and improved people's cultural aesthetic consciousness; The rise of square cultural activities has distinct characteristics of the times, which can show the spiritual civilization of society and have a great impact on social and cultural development.
In order to celebrate March 8th International Women's Day, promote the in-depth development of the national fitness campaign, enliven and enrich the cultural life of the people in our county, and promote the construction of cultural Huidong, the Propaganda Department of the County Party Committee, the County Women's Federation and the County Sports Bureau will hold a "Dancing Huidong" square dance competition in Huidong County during the March 8th Festival in 20xx. The specific scheme is as follows:
I. Organizational structure
China Huidong County Committee Propaganda Department.
Huidong county women's Federation
Huidong county sports bureau
The Organizing Committee of the Square Dance Competition (hereinafter referred to as the "Organizing Committee") shall be established to be responsible for the organization, implementation and coordination of the competition activities.
Chairman: Xu Yi (Deputy Secretary of the County Party Committee)
Deputy Director: Zhuo (member of the Standing Committee of the County Party Committee and Minister of Propaganda)
Wang (deputy magistrate of county government)
Member: Ae-ri Jeong (Vice Minister of Propaganda Department of County Party Committee and Chairman of County Social Science Federation)
Shen Qing (Chairman of County Women's Federation)
Liu Weibin (Director of County Sports Bureau)
Huang Zhong (Deputy Director of County Public Security Bureau)
Chen Weidong (Deputy Director of County Health Bureau)
Chen Jianhua (Party Secretary of County Power Supply Bureau)
Liao Xiangxiang (Deputy Director of County Radio and Television Station)
Huang Jichuan (Deputy Chief of County Traffic Police Brigade)
Liao Junhui (instructor of county fire squadron) has an office under the Organizing Committee, which is located in the county women's Federation, with Comrade Hu Qinghua as the director of the office, and the members of the office are composed of personnel from relevant departments, who are responsible for the daily work of this square dance competition. In order to ensure the fairness and justice of the competition, the organizing Committee invited experts to be the judges of this competition.
Second, the division of responsibilities
1. The Propaganda Department of the County Party Committee, the County Women's Federation and the Sports Bureau are responsible for organizing and implementing the competition.
2, the county public security bureau is responsible for public security work.
3. The county traffic police brigade is responsible for maintaining the traffic order of the site and surrounding roads.
4. The county power supply bureau is responsible for ensuring the power supply of the performance venue.
5, the county health bureau is responsible for on-site medical emergency work.
6, the county fire squadron is responsible for on-site fire safety work.
7. County radio and television stations are responsible for publicity, recording and broadcasting.
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