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产品要“做贵”,如何让消费者“买点好的”?

发布于 2024-06-06

<p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;" data-mpa-powered-by="yiban.io"><span style="font-size: 14px;color: rgb(136, 136, 136);">///</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="display: none;line-height: 0px;">‍</span><span style="display: none;line-height: 0px;">‍</span><a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzAxMDEzOTgyNA==&amp;mid=2649836465&amp;idx=1&amp;sn=0f172f1e18d514c24e33087f4befb698&amp;chksm=83510a6eb426837822769ef79798873a3dd26f2e14bdaa9a7254534f88ff6d768cde74e6f0de&amp;scene=21#wechat_redirect" textvalue="上回写到" data-itemshowtype="0" tab="innerlink" data-linktype="2" style="color: rgb(136, 136, 136);font-size: 16px;"></a><span style="display: none;line-height: 0px;">‍</span></p><p style="margin-right: 16pt;margin-left: 16pt;font-family: Calibri;font-size: 12pt;color: rgb(0, 0, 0);letter-spacing: normal;text-wrap: wrap;padding: 0pt;"><strong><span style="font-size: 16pt;font-family: 宋体;">在上一次的叙述中,我们提到随着消费需求的日益多元化,地产行业的内部竞争愈发激烈,市场呈现出明显的分化态势。过去那种单纯追求“性价比”的产品时代正在逐渐瓦解,对于开发商而言,如今的关键在于如何将产品“提升价值”。然而,如何确保消费者愿意为这种价值提升买单,成为了摆在我们面前的一个重要课题。</span></strong><strong><span style="font-family: 宋体;font-size: 16pt;"><o:p></o:p></span><span style="display: none;line-height: 0px;">‍</span></strong></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong style="color: rgb(0, 0, 0);font-size: 16px;"></strong></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);font-size: 12px;">-&nbsp;一个误区&nbsp;-</span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: center;align-items: center;width: 546px;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t" style="margin-bottom: -33px;width: 101.202px;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);"><br /></section><section data-mid="" mpa-from-tpl="t" style="padding: 6px 18px 5px 17px;text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);height: 35px;"><p data-mid="" style="font-size: 16px;font-family: PingFangSC-Semibold, &quot;PingFang SC&quot;;font-weight: bold;color: rgb(52, 52, 51);line-height: 22px;letter-spacing: 1px;">贵≠奢侈<br /></p></section></section><section data-mid="" mpa-from-tpl="t" style="margin-top: -35px;margin-right: -2.5px;width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;z-index: 1;background: rgb(255, 255, 255);"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">在地产行业中,一种常见的提升产品价值的手法是通过增加成本投入,优化空间布局如面宽,运用高端材料如石材,以及突出地块位置优势如地段选择等方式,使消费者感受到产品的高成本、稀缺性以及独特性,进而愿意支付超出常规价格的溢价。</span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">许多开发商为了加强消费者对产品价值的认可,往往会将项目售价与周边地块新拍出的地价进行直接对比,以此作为参照,向消费者传递出“购买本项目即意味着获得潜在的投资回报”的信息,从而激发消费者的购买欲望。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);"><em><span style="font-family: PingFangSC-Regular, &quot;PingFang SC&quot;;font-size: 15px;"></span></em></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.688235294117647" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7XXP8AKdvLBbnjsiciax6OYZnUYwBhnbvtNgb6dKjykImia64n5UrvIqibV9duGlXicMeTDjLdcJ2fP3A/640?wx_fmt=png" data-type="png" data-w="340" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">这些做法的核心前提是:消费者倾向于支付更高的价格,以购买成本更高、更为稀缺的产品,因为他们认为这样的购买行为能够带来直接的“资产增值”效益。毕竟,在当前的市场环境下,若不及时购买,未来再次购买时可能需要付出更高的成本。</span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">这一策略的本质在于利用城市发展和土地增值所带来的潜在红利,其成功与否更多地依赖于投资部门的精准判断和运作能力,而非项目开发能力本身。</span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">因此,目前市场上大部分产品的定位均倾向于满足“刚需”需求,这无疑是合理的选择。刚需项目的主要特点在于其“标准化、低成本和高周转”的属性,这类项目往往无需过多思考即可迅速推向市场。</span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">在之前的文章中,我们已经提及,随着社会的不断进步和居民收入水平的持续提高,人们对于产品的需求也在逐步升级,尤其是那些能够触动消费者情感、与其建立深厚情感联系的产品。</span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="color: rgb(136, 136, 136);letter-spacing: 0.578px;text-decoration: none solid rgb(136, 136, 136);font-size: 18px;">这一趋势对项目开发提出了更高的要求。即便在投资已经相对稳妥的情况下,我们仍需基于客户的实际需求,结合当地的实际情况,选择那些独具特色、高价值的产品进行开发,以满足市场日益增长的多元化需求。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(0, 0, 0);"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(136, 136, 136);"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5481481481481482" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqQlYEIWib99XRWGQQM7oBHx5KnRVIwkou3rczYvh45CJRXHV9lVJNiccA/640?wx_fmt=png" data-type="png" data-w="1080" style="text-align: center;" /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="font-size: 18px;"><strong><span style="color: rgb(0, 0, 0);letter-spacing: 0.578px;text-decoration: none solid rgb(0, 0, 0);">关于房产价值提升的途径,不应仅仅局限于成本的累加,更不应将其打造为奢侈品。相反,我们应致力于将其打造为高档品。</span></strong></span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="font-size: 18px;"><strong><span style="color: rgb(0, 0, 0);letter-spacing: 0.578px;text-decoration: none solid rgb(0, 0, 0);">奢侈品通常用以彰显社会阶层的差异,其符号化特征更为显著,产品更强调稀缺性与高成本。然而,高档品则更注重情感层面的连接与表达。具体而言,高档房产应致力于呈现“全新的生活方式”、“情感认同”以及“过程体验”等卖点,这些才是房产价值提升的真正契机。</span></strong></span></section><section style="line-height: 1.6em;text-align: justify;margin: 0px 16px;text-indent: 0em;"><span style="font-size: 18px;"><strong><span style="color: rgb(0, 0, 0);letter-spacing: 0.578px;text-decoration: none solid rgb(0, 0, 0);">因此,我们不应将房产简单地视为成本的堆砌或奢侈品的象征,而应深入挖掘其作为高档品的潜在价值,通过情感连接与独特体验,为购房者带来更为深刻的价值体验。</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-weight: 700;border-width: 0px;border-style: initial;border-color: initial;color: rgb(25, 25, 25);font-family: &quot;PingFang SC&quot;, Arial, 微软雅黑, 宋体, simsun, sans-serif;text-align: left;background-color: rgb(255, 255, 255);"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);font-size: 12px;">- 举个案例&nbsp;-</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: center;align-items: center;width: 546px;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t" style="margin-bottom: -33px;width: 139px;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);"><br /></section><section data-mid="" mpa-from-tpl="t" style="padding: 6px 18px 5px 17px;text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);height: 35px;"><p data-mid="" style="font-size: 16px;font-family: PingFangSC-Semibold, &quot;PingFang SC&quot;;font-weight: bold;color: rgb(52, 52, 51);line-height: 22px;letter-spacing: 1px;">什么是好房子</p></section></section><section data-mid="" mpa-from-tpl="t" style="margin-top: -35px;margin-right: -2.5px;width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;z-index: 1;background: rgb(255, 255, 255);"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(136, 136, 136);">要能找到和消费者建立并累积情感诉求的东西,并附着在产品和服务上,我们建议从四个方面考虑——</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">·&nbsp;在地性</span></strong></span><span style="font-size: 16px;color: rgb(136, 136, 136);">:产品要对当地的文化有所回应<br /></span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>·&nbsp;当代性</strong></span><span style="font-size: 16px;color: rgb(136, 136, 136);">:产品要对项目开发建设时的社会审美趋势有回应<br /></span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>·&nbsp;先锋性</strong></span><span style="font-size: 16px;color: rgb(136, 136, 136);">:基于“在地性”和“当代性”,产品要敢于提出挣脱地域文化约束和突破审美潮流的独特主张,至少争取在一个点上实现对客户的引领<br /></span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>·&nbsp;独特性</strong></span><span style="font-size: 16px;color: rgb(136, 136, 136);">:产品要充分挖掘地块的特征,结合目标客群的需求,做出整体性和唯一性</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">接下来我们进入案例,谈谈具体在地性、当代性、先锋性、独特性,怎么落到产品迭代的场景升级里,这个场景怎么和大众达成新共识。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>美的如何打造首个top系产品?</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">以昆明美的北京路9號为例,美的首个高端系产品。三年前,美的就提出想做自己的top系产品,同时也在思考什么样的产品,可以被称作是top系?要选择一个什么样的城市,去落第一个top系项目?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">房子要“做贵”,就不是单纯做“商品”,而是打造“商品+作品”,既叫好又卖座。</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>第一步是选城市</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">美的的标准是城市个性鲜明,有自己的风土人情,甚至在全中国无可替代。在具体项目选址上,追求趣味有历史文化,有城市记忆可追溯。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">这样在项目打造上以顺应这种特色与文化,结合自身的能力,去做在地设计。由此,在云南省的省会,昆明,落地美的top系的第一个项目,北京路9号。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">第二步产品打造</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">在我们合作做定位的时候,既然讲“在地”,就是要为这个城市,为这个人群去定制产品。了解他们心中,这个城市是什么样子,他们心中的理想人居又是什么样子。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>既要叫好又要卖座,我们产品的打造逻辑:基于经营目标,结合土地价值、客户人设、核心痛点、精神诉求、理想生活场景与典型竞品差异,构建本案的产品价值体系;软硬虚实结合,不是单纯的拼硬件。</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4685185185185185" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6sJ6jicLBhhVCxhvib8ic2G6L8J5jcFia0HLic7X0hiaqFK0kTAFLzFqrNa8ymbnpWsY5yQbXzHQTicsO3A/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="color: rgb(255, 255, 255);background-color: rgb(0, 0, 0);font-size: 16px;">&nbsp;开 题&nbsp;</span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">简单来说,在最开始的时候,</span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>我们要回答产品价值体系要解决什么问题?项目目标和难点之间要如何匹配</strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6794392523364486" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOw9gXN6prdunJnCgkstPLhd3y2Ay3UCoa6dNTMahbibSrpHVdgSkZOrNg/640?wx_fmt=png" data-type="png" data-w="1070" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">该项目属于美的高端系的产品首次尝试,具有提升品牌,开拓产品线的战略意义,着眼于项目本身,优缺点都很明显——</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">· 从全市的角度,本案紧邻城市最核心区,土地成熟度高,同样地价也不低</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">· 从客户的角度,本案紧邻高价值客户区域,且这些区域基本无宅地,客群基础大</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">· 从微观的角度,基础配套齐全,但无外部稀缺性,无高等级景观资源,超高容积率且周边待拆迁形象差</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;"><br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">地段成熟,周边也有高价值客群做支撑,产品要“做贵”似乎是水到渠成,但项目也面临一大“硬伤”——在客户心理认可度不高</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">。<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3685185185185185" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOwf95BmD3y3R4k1V4QydOEKzZWHlsDsdQiagOczbFfdxdbibZyZM2kicSMg/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">要如何找到和消费者建立并累积情感诉求的东西,并附着在产品和服务上?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;"><strong><span style="color: rgb(255, 255, 255);background-color: rgb(0, 0, 0);">&nbsp;破&nbsp;题&nbsp;</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">项目“做贵”的核心价值方向确定,从价值梳理、客户痛痒、竞争分析三方面破题</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">。<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">1)价值梳理,从空间、时间两个方面梳理项目本体的价值</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7352320675105485" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOwvUTZTb6Q83gBNBdkhqia7icnjy1Jkjq3sdqItBzWiaia9d1cEibXvADFV8A/640?wx_fmt=png" data-type="png" data-w="948" style="text-align: center;" /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">项目在空间上拥有完美的城市全配套</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">,成熟商业、三甲医院、高等级小学初中、双地铁、双公园,除了没有顶级景观资源,可谓是城市高等级配套最完美的宝地。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">项目在时间上本无文脉,但可以结合昆明本身的文化灵魂,在建筑形态、色彩层次、人文故事下功夫,做出在地性、当代性的场景设置。</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">许多昆明人的祖籍是明代的南京应天府,明太祖朱元璋时期向云南大规模移民垦植,形成了云南现在的人群布局。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">那个时候秦淮河两岸有一种常见的树种,它遮天蔽日,洋洋洒洒,见证着历史的变迁,这就是朴树。所以项目从南京选了一棵朴树,移栽到小区当中,连接着这段历史。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pBwJBQUDYNdCx2EWIlAqzgypxdgT73ORZc4Z8mDbwvpQ9LZtE7GiafFQ/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">这棵树种在项目核心景观处,这里日照条件最好。而且从社区进入到小区的第一眼就可以看见他,是小区入口的框景、对景。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pqt44aM0IicFzjfo0BCWfB8lW3lSHGHBP25UHYrmyo89wBcrRGxA24kA/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">在树荫下,布置一个社区会客厅。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">建筑造型呼应社区入口,同样的弧形造型,同样的通透纯净。在建筑尺度上,做了一定的缩小,材质进行了替换,让整个建筑的气质,更贴近打造这个场景的初衷:温润、细腻、轻松。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pDpsX2nc0tsCO6MyX7mwibvCYGUNqFDbD7N3kPia04t1TmGzytDP6DKYQ/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">同时,在色彩上的考量,也结合</span><span style="text-align: left;text-indent: 0in;color: rgb(136, 136, 136);font-size: 16px;">昆明当地的气候条件,去选择不同的树种去表达四季。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="text-align: left;text-indent: 0in;color: rgb(136, 136, 136);font-size: 16px;">春季是紫色的蓝花楹;夏季是绿色的香樟树;秋季是橙黄色和红色的,由银杏、乌桕、五角枫组成;冬季是云南特有的冬樱花,让冬季也有温暖的粉色。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pSglaTaxPS80h6mJNb6JTFibFyibtXv7rtcvkttsiay16vEQE2dBdtvoEA/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">2)客户痛痒,从客群白描、生活痛点和痒点、精神内核、理想生活场景,充分挖掘项目对客户的价值点在哪,如何创造客户向往的生活</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">:</span><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">通过定量和定性的研究结合,项目的目标客群具备以下两大特点——<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">· 对外表达:要有面,自然感、具有独特标志性的现代科技豪宅</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">· 对内交代:要有家的感觉,温馨中透漏着奢华、自然静谧、自由放松、智能化、高端服务</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">项目潜在客户最渴望的生活=一处静谧之地+自由放松的精神体验+家庭角色的回归和提升。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">在客户向往的生活中,我们可以结合项目核心价值,去</span></strong></span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>构建具备先锋性的场景,引领客户也是在构建ta的梦想生活</strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4638888888888889" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOwlaAtFqfRYV0EOiaxjTHicmXAOXY1oMAP6Lia4SnVugWiafxyny7jVI72Eg/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">在客户访谈中,我们发现目标客群主要分两类:功能改善,对户型功能增加有硬性需求;品质改善,对环境与品质改善需求强烈。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4648148148148148" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pcw46UYHuPydZcmbDh2b0ycfZQu6sfgvXcGQqjkOyJtUQShnLbc67eQ/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">对于居住环境的改善,自然不是简单的山山水水,而是在城央表达自然,人、自然、建筑,三者之间的融合。建筑创造空间,空间为人的活动搭建舞台。</span><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">项目将这种理念运用到社区入口设计上,打造了一个纯色、干净的弧形建筑,雨天,水珠轻倚墙面,晴天,树影与白墙交融,建筑不是单一的,它随时光的变化而变化,随环境的变化而变化。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">让建筑成为一种经常变化的生物,是我们要表达的在地文化及自然融合,还有建筑的生命力,也是我们打造的先锋性场景。</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pERL2Po4OVr1CfEiaRsPYF7gjuzfiaeweM3qELAd2CRBcxDV2zeX6ichng/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">3)竞争分析,核心竞品的配套、价值输出、主力产品及价格等因素分析,形成差异化竞争点</span></strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">:高端商业加持,入则宁静,出则繁华,于繁华处藏世家</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">这个竞争分析不同于一般的市场竞争分析,</span><span style="font-size: 16px;color: rgb(0, 0, 0);"><strong>每个优秀的项目都有一个核心的价值输出</strong></span><span style="color: rgb(136, 136, 136);font-size: 16px;">,基于项目自身的特色,竞品在向消费者讲一个什么样的故事,构建什么场景,其次才是做什么产品,卖什么价格。<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">只有在这个基础上,方能明确我们基于竞争策略的价值输出方向。</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6930946291560103" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOwc4ibchjcH2LXyNVQtwr2S06rNh1OYGqBYEpGvEdOSaBbxf03KhH70ZQ/640?wx_fmt=png" data-type="png" data-w="391" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">在有众多置业选择当下,仍然留在老城区的人,从精神层面上来讲,有两点原因:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">第一,是对于城市记忆的眷恋;</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">第二,是因为自己的亲朋好友、社交圈子在这里。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">所以对外的私人会所至关重要,同时对内,也设置多种场景,为不同人群提供多样更加亲近自然的活动场地,比如儿童户外活动区、图书馆、氧气花园、社区会客厅等。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pNpm2gQiaGuZZW9FSBfwEia73cRAmnBRBQib5XjwOxuOCU3K1I68iaXnwBA/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">对标四大经典竞品,本案要“做贵”,要做“精致”,不止于奢华,更多的是对工艺与品质的要求,是一种生活态度。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.45" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pRzk3XEjuSRhaDApibQbKh9efJKns0e3kaHwQd55MuVJCjqhhK2RTZicQ/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">工艺与品质上的打磨,首先是立面,圆润的倒角和挺拔的造型,营造一个温润而不失力量感的形象。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">其次是精装,用永恒经典的大地色系,简约干练的德系风格便于搭配,将空间还给业主,让家更具个性。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5hIrgV3H3nDnq963980F5pTZmBrtq1Oj59KPAiaw2rm9ia5LScY0niaDVkEpMb2GwtFwXRMym4Mqdeg/640?wx_fmt=png" data-type="png" data-w="1080" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;"><strong><span style="color: rgb(255, 255, 255);background-color: rgb(0, 0, 0);">&nbsp;解&nbsp;题&nbsp;</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><span style="color: rgb(136, 136, 136);font-size: 16px;">从项目价值梳理、客户痛痒、竞争分析,确定了核心价值——自然、圈层、精致、礼序和科技,最后的成果输出,大家可以关注昆明美的北京路9號,即将开盘</span><img data-ratio="1" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG5F9qX7tqK5l5OGVEnibPXOwbRapib4LVHjVRYuyQ0twWPiamF6ibiaAkryNVQ7cZdjlocmlhbYL5pcz5g/640?wx_fmt=png" data-type="png" data-w="64" style="color: rgb(136, 136, 136);font-size: 16px;display: inline-block;width: 20px;vertical-align: text-bottom;" /></section><p style="white-space: normal;text-align: left;margin-left: 16px;margin-right: 16px;"><br /></p><section style="margin-left: 16px;margin-right: 16px;"><iframe class="video_iframe rich_pages" data-vidtype="2" data-mpvid="wxv_1974277891169271809" data-cover="http%3A%2F%2Fmmbiz.qpic.cn%2Fmmbiz_jpg%2FAJkYaTAujIyfc97KftB2G37cicK3OeA7djPkgRiacBvfnWxeAQgyMv1vLibdfdHON1DC14saMlrpfK0YAcVGBGZ7w%2F0%3Fwx_fmt%3Djpeg" allowfullscreen="" frameborder="0" data-ratio="1.7777777777777777" data-w="1280" style="border-radius: 4px;" data-src="https://mp.weixin.qq.com/mp/readtemplate?t=pages/video_player_tmpl&amp;action=mpvideo&amp;auto=0&amp;vid=wxv_1974277891169271809"></iframe></section><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(178, 178, 178);">雨天里北京路9号的庭院</span><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: left;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: center;align-items: center;width: 546px;"><section data-mid="" mpa-from-tpl="t" style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t" style="margin-bottom: -33px;width: 71px;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);"><br /></section><section data-mid="" mpa-from-tpl="t" style="padding: 6px 18px 5px 17px;text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);height: 35px;"><p data-mid="" style="font-size: 16px;font-family: PingFangSC-Semibold, &quot;PingFang SC&quot;;font-weight: bold;color: rgb(52, 52, 51);line-height: 22px;letter-spacing: 1px;">小结<br /></p></section></section><section data-mid="" mpa-from-tpl="t" style="margin-top: -35px;margin-right: -2.5px;width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;z-index: 1;background: rgb(255, 255, 255);"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;color: rgb(136, 136, 136);">在关于产品怎么“做贵”,背后的价值输出,怎么引起客户共鸣并愿意为此付出溢价,除了在产品迭代上发力,</span><strong><span style="font-size: 16px;color: rgb(0, 0, 0);">场景搭建上也有四个小建议——</span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 0, 0);">· 提供理由</span></strong><span style="font-size: 16px;color: rgb(136, 136, 136);">,一个客户非你不可的理由,除了你别人行不行</span><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">·&nbsp;利用群体</span></strong></span><span style="font-size: 16px;color: rgb(136, 136, 136);">,一个客户向往的社会群体,他们的生活“亮点”<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 0, 0);">·&nbsp;绑定目标</span></strong><span style="font-size: 16px;color: rgb(136, 136, 136);">,一个客户一直在追求的某个重要目标的一部分</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 0, 0);">·&nbsp;重新定义产品</span></strong><span style="color: rgb(136, 136, 136);font-size: 16px;">,打破客户对产品认知的思维局限,放入另一个“心理账户”中,不是把房子做得更好,而是给你一种“不同的生活方式”</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(136, 136, 136);font-size: 16px;">以上四个建议,越靠前操作越简单,但同时更短效,越靠后越难,但也更长效和根本。<br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;text-indent: 0em;white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);font-size: 12px;">-END-</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section data-role="paragraph" style="white-space: normal;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);"><section style="letter-spacing: 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