strategic plan
In 2003, the battle of commercial real estate in Dalian has entered a white-hot stage. As a real estate project monopolizing Dalian's core business area and scarce natural resources in the city, City Plaza has its own natural advantages such as non-renewable and non-replicable, and its huge capital investment and complex property composition also determine its dominant position. However, in the face of the current complicated and changeable war form and fierce competition, the city square has emerged, and it is even more necessary to assemble superior forces to jointly extinguish the fire with thunder, so as to achieve the ultimate goal of fully controlling the war situation and quickly occupying the target in a short time.
I. Aircraft weapons
(1) newspaper media
Advantages: visual media, with a large amount of information, can be read repeatedly, and is suitable for long-term rational appeal to target customers.
Disadvantages: readers need to take the initiative to accept appeals and lack strong stimulation.
Dalian Daily: Dalian's party newspaper has a large circulation, wide coverage, high circulation, strong credibility and authority.
Peninsula Morning News: Dalian local newspaper, with interesting content, large amount of information and low quotation, but its credibility is slightly weak.
Dalian Evening News: It has always been based on the principle of regionalization and popularization, and has a wide audience. This is a good media coverage.
"New Business Daily": The newspaper directly under Dalian Daily is also a party newspaper. It is as authoritative as major newspapers, mainly reporting business and economic information, and its quotation is low.
Delivery strategy: comprehensively analyze the characteristics of various media and consider objective factors such as budget. In our opinion, as an unprecedented super-large real estate project in Dalian real estate industry, Dalian Daily, the most authoritative media, should be the first choice in order to effectively publicize its image and establish its market reputation. In order to effectively integrate media forces and cover readers to the maximum extent in the most effective way, one of the remaining three media will focus on cluster bombing and the other two will serve as auxiliary firepower. Considering the comprehensive factors such as circulation, credibility, price, format and printing quality, among the three major media, New Business Daily undoubtedly has more advantages, with reasonable layout, high readers' cultural quality, rich constituent elements, strong fashion readability and more emphasis on economy and investment. Therefore, this paper chooses New Business Daily as the research focus.
In the arrangement of media placement, advertising placement is full of rhythm, which is closely linked with the promotion ideas and activities at all stages, making it Zhang Chi. In terms of date arrangement, considering the reading habits of Dalian citizens and the negative impact on the media caused by weekend rest days and May Day holidays, it is not appropriate to arrange advertisements at this time.
(2) print media
Print media include: 8P leaflets and Northern Airlines magazine.
DM flyer printing cost: 70,000 yuan /65438+ 10,000 copies.
Advertising cost of Northern Airlines magazine: 30,000 yuan/page? Month * 65438+ 10 month = 30000 yuan (discounted price)
Total price: 6,543,800 yuan+ten thousand yuan.
Note: As the delivery fee varies from hotel to hotel, it will be discussed separately.
Second, air weapons.
(1) radio category
First, the five major radio stations in Dalian broadcast real estate advertising packages:
"City Square" real estate advertisement covers ten columns of five channels of Dalian Radio Station in the form of package broadcast, ten times a day, fifteen seconds each time, and the specific time period is the most popular column of each station. The time covers news channels such as central news and newspaper abstracts, news hour, today's current affairs talk, financial prime time of economic channel, sunshine tour, football world of literature and art channel, brother sports, bullet train of traffic channel, news broadcast, happy front of Peninsula Voice, etc. Moreover, at the same time, many radio listeners are car owners with strong economic strength, which is in line with our target group positioning. Moreover, this form of repeated play is also beneficial to our coverage advertising.
B, trunking broadcast transmission:
During the opening of "City Plaza", in order to effectively carry out market speculation, attract eyeballs and form a strong enough sales atmosphere, at this time, on the basis of regular broadcasting, more deterrent radio advertisements should be broadcast to make the release frequency more dense, the effect more obvious and the momentum more deterrent. The real estate advertisement of "City Plaza" will cover the whole hours of six channels of Dalian Radio Station within one week, from 6: 30 to 18: 30, and the advertisement with the length of 1 minute will appear on each channel 12 times a day, 420 times a week.
(2) TV category
"City Square" itself is a miracle of Dalian real estate industry and a shocking news. At the same time, in order to achieve the psychological effect of "stopping at the top of the mountain" and truly reflect the noble characteristics of the project, we believe that TV advertisements should focus on the news programs of Dalian TV Station. News Panorama (1 set), News Network (1 set), Dalian News (1 set), City Discovery (1 set), Life Now (2 sets) and Live Studio at 2 1 (2 sets) are Dalian TV Station. Advertisements are put in a way of combining advantages and complementing firepower, and concentrated firepower is put in the active period and the prosperous sales period, so that advertisements can achieve the most efficient communication effect.
Delivery strategy:
Advertising slot advertising slot length Monday to Thursday Times Friday to Sunday Times total price (after 7.5% discount)
A set of news magazines. Before the news panorama (about 18: 27) 15 seconds 4200 7 5040 4 37 170.
Dalian News's previous episode A (about19: 35)15s 5400 35 6480 31292410.
Before a set of B Golden Theater (about 20: 0 1, before the Dragon Family Fun on Saturday) 15 seconds 4800 7 5760 4 42480.
A set of C "City Discovery" interrupt 15 seconds 3000 6 3600 3 2 1600.
Soft article report of "City Discovery" column 1 min12000431200 (after 6.5% discount)
Before the second set of b life present tense column (about 20: 27, Saturday/Sunday is the first interview time) 15 seconds 3000 7 3600 4 35400
The first two groups of B 2 1 point broadcast room columns (around 20: 58)15s 3000 35 3600 31162450.
Dalian TV Station's comprehensive news channel (1) Dalian News and Life Channel (2) 2 1 live room, with the highest ratings, was selected as the regular media and released continuously from April 22 to June 26. Other columns, as supplementary firepower, focus on the sales boom period and the early stage of the project to attract investors' attention and make the sales rhythm of the project more perfect.
The release date is:
Advertising slot advertising location advertising slot length Monday to Thursday, Friday to Saturday
A set of news magazines. Before the news panorama (about 18: 27) 15 seconds 4.28-29, 5. 14- 15, 5.20-22 4.26-27, 5. 16.
A set of special topics before Dalian News (about 19: 35) 15 seconds April 22-June 26.
Before a set of B Golden Theater (about 20: 0 1, before the Dragon Family Fun on Saturday) 15 seconds 4.28-29,5.14-15,5.20-22 4.26-27,5.65438.
In a set of C City Discovery, insert 15 seconds 4.28-29, 5. 14- 15, 5.20-22 4.26-27, 5. 16, 5.23.
According to different activities, the soft article report in the column of "City Discovery" will be broadcast temporarily 1 minute.
B Two sets of life present tense columns (around 20: 27, Saturday/Sunday is the first interview time)15s 4.28-29,5.14-/kloc-0,5.21-22 4.26-27,5.
The first two sets of B 2 1 point live broadcast room columns (about 20: 58) 15 seconds from April 22 to June 26.
Third, long-range deterrence.
(1) Poster of Delayed Overpass
With the arrival of the May Day Golden Week, foreign tourists flocked to Dalian, covering the whole northeast as a "city square". At this time, we should seize this rare historical opportunity and leave a deep impression on foreign investors. At the same time, in order to truly and effectively achieve the propaganda effect and easily achieve the purpose of radiation, we suggest to publish a street sign advertisement at the Houyan overpass at the entrance of expressway. Because most foreign tourists with economic strength take the form of self-driving leisure tourism, it is the only way to enter Dalian from a later date. The advertising signs here are eye-catching, with high attention rate and wide coverage, and it is easy to achieve the effect of "four or two".
(2) Advertising signs of Tianbailou
Make full use of the bustling crowds brought by various commercial real estate projects in Tianjin Street, and publish outdoor advertisements in Tian Bai Building, which is located in the golden position of Tianjin Street, to intercept investors going to Tianzhi Mall, Tianhe Square, Xintianlong and Xiuzhu Square. The so-called hype, using the successful results of competitors' market hype, Tian Bai billboards will subtly increase investors' inquiry psychology about "city square", increase their own influence, and at the same time, carry out a powerful encirclement and suppression of competitors, which will further enhance investors' investment desire for "city square".
The total cost of advertising signboard is 654.38+ 10,000 yuan/two months, with a total area of 654.38+0,000 square meters.
Under the strong attack of air weapons and scene atmosphere, according to the campaign trend, the combination of ground offensive weapons is carried out in a targeted manner, which is manifested in the continuous use of activities and events to create an offensive, and strive to achieve staged victory in a limited time.
The city square was born, and the giant Peng of Qingniwa Bridge spread its wings.
Join hands with Rong Qing Danyu in Tianjin Street.
Each city has its own core business circle, and its "core" significance is embodied in the important characteristics such as accommodating important shopping malls, concentrating commodity brands, gathering consumers, the maximum purchase amount per consumer, and extensive radiation areas, while other business circles are either secondary business circles of the city or actually only important components of the core business circle.
Dalian is one of the best cities in China, but it does not have the conditions for a mega-city like Beijing to have two core business districts at the same time. Qingniwaqiao business circle is now the core business circle of Dalian, and it will also have an irreplaceable core position in the development and construction of Dalian in the future. At present, the planning and construction of Greater Dalian is gradually reaching its climax. As the core business circle, Qingniwa Bridge has a long way to go, and the expansion of commercial space is imminent.
The appearance of the city square can be described as "the right time, the right place and the right people". From the aspects of urban planning and geographical conditions, Qingniwa Bridge can only expand to the southeast, and the city square is located on this inevitable portal, which inherits the prosperous business spirit of Qingniwa Bridge, embraces the rare natural landscape of the labor park, and has the hottest business area and the most unique natural scenery. The future business leader of Jiefang Road is the city square. As the driving force for the sublimation of Qingniwa business circle, the construction of city square has created a long-awaited left wing for Qingniwa business circle. As a result, the century-old green mud depression will shake the wings on both sides of Tianjin Street and City Square, turn a person into a prosperous person and soar to a newer, more advanced and broader commercial times.
Perfect format planning function is unprecedented.
The three planning blocks form a perfect commercial aircraft carrier (South, Central and North).
Novel business components create dynamic trend capital.
Lead a large supermarket to facilitate your leisure life.
The unique and differentiated format planning of city square makes up for the shortage of Qingniwa business circle and promotes the prosperity and development of Dalian's commerce. The city square has four floors above ground and one underground, with a total area of 75,000 square meters, which is divided into AB and DE parts. AB will focus on some new, strange and special formats that have never been seen in Dalian market, such as comic area, sticker photo area, electronic technology area, dynamic cinema, strange house and so on. Germany will take Dalian citizens' fashion window in line with international trends as its orientation and direction, and domestic supermarket giants will settle here. Various well-known brands have set up major shops and a food street on the first floor to integrate the essence of local cuisine. SPA, fitness center and karaoke station have become the models of a new generation of leisure and entertainment life. Through international business planning and scientific and advanced supporting means, once the business of city square is launched, it will attract strong attention from the market. The crowds gathered in the city square in the future will not only prosper in the blue mud depression area, but also form an independent and distinctive strong business circle.
Accumulate a peak business atmosphere and gather crowds.
After the completion of the city square, it will bear the surging crowds from all directions. First of all, the average shopping crowd of 800,000 people in Qingniwa Bridge will wander here every day, and the permanent population of 220,000 in Nanshan will become loyal consumers of the city square. At the same time, the huge tourist and leisure flow in the labor park will become a relatively fixed passenger flow in the city square, and white-collar consumers in the CBD will be attracted by the format of the city square and regard it as the first choice for shopping and leisure.
The strength of the city square is not only because of the unique individual style, but because the industrial advantages complement each other to form a strong whole, which is particularly important for the commercial part of the city square. The 3000 permanent residents of the serviced apartment in the city square and the white-collar workers in the office form a fixed passenger flow with strong consumption power. Every year, the tourist group of super five-star hotels brings more prosperous business atmosphere and huge sales to the business part.
The most important thing in business operation is business spirit and people flow, which is the key to business success. We can see that the city square undoubtedly has invincible advantages in these two points.
Instead of building a shopping center, build a business district-spend a lot of money on the city square and create a big real estate.
With China's entry into WTO, Dalian, the "Pearl of the North", as an international famous city and the most open and dynamic gateway city in Northeast China, the transformation and upgrading of business circle keeps pace with the times. Become the first choice for large companies and commercial consortia at home and abroad to seize the domestic market. Among them, the central business district, as a bridge and link of international business communication, plays an irreplaceable role. It is the locomotive of urban economic development and a symbol of the degree of opening up and economic strength of a country or region. The concept of "Greater Dalian" provides unprecedented new opportunities for the development of commercial real estate in Dalian history.
Qingniwaqiao Business Circle is located in front of Dalian Railway Station, with Friendship Square in the east, Labor Park in the south, Xigang District in the west and Tianjin Street in the north. At present, there are 1 1 large commercial shops in the business circle, including the North Building and South Building of Dalian Shopping Mall, Michael Dalian Shopping Mall, Zhongxing Building, Century City Plaza, Zhongshan Shopping Mall, Dashang Lin Qiu Women's Clothing Store, Dashang Men's Clothing Store, Dashang New Mart, Shengli Square and so on. There are Hongfu International Commercial Building, Zhen Fu Mall, underground public building of Hero Railway Station in North Station, and Yizheng City Plaza, the new favorite of Dalian commercial real estate. It can be said that from the perspective of these business districts that have been formed in Dalian at present, Qingniwa business district plays an irreplaceable role and is the mainstay of Dalian shops. Of course, because most of the most powerful commercial enterprises in Dalian are concentrated in this area, it is also the most competitive business circle in Dalian. On the basis of accurate market positioning, taking the road of comprehensive development is a major feature of the newly-built shops in Qingniwa Bridge. The city square developed and built by Dalian Yizhen Real Estate Development Co., Ltd. is located in the commercial street, which injects the concept of business district into people's minds and shows it as a sea of business. The city square takes the large-scale commercial district with four floors above ground and one underground as the main line, relying on 30-storey commercial and residential apartments, 26-storey super-star hotels, 30-storey serviced apartments and 30-storey top luxury houses, which makes you stay in Ocean City and become the continuation of the southern part of Qingniwaqiao business circle.
City Plaza is located in the south of Qingniwaqiao business district, the "first business district" in Dalian, in the heart of Zhongshan District, a financial and commercial center. It starts from Yuguang Street in the north, south to Nanshan Road, west to Jiefang Road and east to Kunming Street, with a total length of 300 meters from north to south along Jiefang Road. A super-large wealth business with a planned total area of 27,900 square meters and a total construction area of over 654.38+10,000 square meters. As the exclusive large-scale comprehensive business center supporting the core CBD, it is adjacent to the 720,000-square-meter labor park and enjoys the extremely scarce and rare natural original ecological landscape in the city, with unrepeatable location advantages. On the one hand, it can accommodate 800,000 business people rolling in from Qingniwa and Tianjin Street every day, and at the same time, it can also have the steaming popularity of more than 200,000 working people in Zhongshan Square in Dalian Central Business District, the consumption group of 200,000 residents in Nanshan District, and the leisure flow in the labor park, forming a golden point in Qingniwa business circle. Based on the development concept of "building a business circle instead of a shopping mall", the City Plaza invited EKO Design Office, a top American design company, to design and lead the commercial layout of Dalian in advance. The theme park-style shopping center, the characteristic commercial street leaping over the Champs Elysé es and the 350-meter-long European-style pedestrian street all integrate international fashion elements, perfectly combining "point, line and surface" to form a close business circle structure, and at the same time create a multi-cycle system of vertical and horizontal consumption. Shanghai Lianhua, a domestic supermarket chain, is about to lead. Make it a comprehensive consumption area integrating tourism, sightseeing, entertainment, shopping, leisure, culture, sports and catering, and become a fashionable shopping platform where wealth and intelligence meet, so that new people in the city can easily own it. Qingcheng provides 30-storey commercial and residential apartments, 26-storey super-star hotels, 30-storey serviced apartments and 30-storey top luxury houses, making it the chief international business wealth circle in Dalian.
City Square guards one of the east and west main roads in Dalian, which is the leading position of Jiefang Road business planning and the intersection of business and business circle. It is the intersection of residential area and commercial area; It is the intersection of radioactive planning and strip planning in municipal management; It is the busiest transportation hub in Dalian, with dozens of bus lines passing by, only 100 meters away from Zhongshan Road and 1 km away from Dalian Railway Station. Adequate underground parking spaces ensure smooth traffic.
Qingniwa Bridge is synonymous with Dalian commerce. The future Qingniwa Bridge will surely become a heavy commercial aircraft carrier in Dalian, and Yizhen City Plaza will undoubtedly become the best fighter for commercial real estate. "Invest in the city square and walk into the blue mud depression"-the city square will surely make a wonderful contribution to the overall transformation and upgrading of Dalian.
City Square TV commercial (3 minutes)
(China, entering modern commercial times)
(Dalian, making every effort to build an international business capital in Northeast Asia)
(City Square-Miracle of Commercial Civilization in Northeast China)
(Work together to create a business circle * * * Rong Qing Danyu)
City Square, a real estate masterpiece in 2003, cost more than one billion yuan, with a total construction area of 6.5438+0.5 million square meters, adjacent to Century City Square. It is the only place where Qingniwa business circle can be expanded, and it is also the leading project of Jiefang Road reconstruction project. Facing the labor park and sitting in the core of the central business district, the "unrepeatable" area is truly unique in China.
(Supplement to the brand-new format of shops in the whole block)
(Leading main stores enter * * * Qing Supreme Commercial Prosperity Market)
Dalian initiated the concept of "whole shop" and led the profound changes in Dalian's business. A number of well-known international and domestic large supermarkets (Shanghai Lianhua, Zheng Da Wankelong, Friendship Group, Trust-Mart, Carrefour and Wal-Mart) also like China-Italy City Plaza, and the merchants are the most discerning and authoritative.
(Thousands of stores in three major sectors create business legends)
(City of Motion)
Create the first trend position in Dalian, introduce many new, exotic and special industries that lead Dalian, and realize diversified support for fashion followers with a variety of formats (dynamic cinema, comic world, quirky boutique gallery, sticker photo area, eye-catching gallery, clock gallery, decoration corridor, white-collar world, sports series area, Japan-Korea High-tech Zone, water bar, karaoke OKBOX, game play department and quirky house).
(Air Leisure Xintiandi)
Combined with the design concept of "Shanghai New World", vertical transportation, independent vertical buildings and plane corridors are introduced, which are unique and diversified, and many famous brands (designer corridor, life boutique corridor, SPA slimming, fitness, book bar, characteristic Internet cafe, Zhiji entertainment city, health care area, skateboarding city, rock climbing club and dream park) are introduced to drive consumption. At present, it has been fully pre-joined.
(Wuzhou Style Boutique Street)
The 300-meter-long pedestrian street connects the other two commercial parts and is organically combined with the hotel club. The international well-known hotel industry alliance has settled in, and the top international brand clothing has been fully introduced, which is truly in line with the world.
(Value-for-money and excellent service from an established British property management company)
One of the world-renowned property management companies, with management experience in high-end commercial buildings (Swire Center in Hong Kong, Jinmao Tower in Shanghai, Tianhe City in Guangzhou, World Trade Center), entered Dalian for the first time, fully served the city square, provided the best service and always helped customers save money.
(The world's top investment management ensures high return on investment)
Singapore Investment Management Co., Ltd. is responsible for the overall operation of the shopping center. After customers invest, they can provide entrusted operation, investment promotion, leasing and diversified investment management consulting to ensure the efficient operation and sustained prosperity of the shopping mall.
(Once in a hundred years, Wandian is honored)
Wang Xianlong, an out-of-print first-line street shop in Qingniwa, is back online, with only more than 20 precious seats. The first batch of buyers will enjoy unexpected surprises, and the opportunity is rare. Please visit the city square sales center in person.
Fortune hotline 2101222 2101999.