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投拓摘地后营销如何扬长避短

发布于 2023-01-30

<p style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">///</span></p><p style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">前言</span></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">定位往往发生在拿地之前,争分夺秒开出一份“东拼西凑”的定位报告。在地块分析、市场分析、客户分析之后,给出一套包括产品、价格、客户、运营期、营销主题在内的一系列战略性决策指南。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">也就是说,给客研的时间并不多。方法论有两种,一种是<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247510495&amp;idx=1&amp;sn=b0954d09eb6bed9362ed5f5cc238dccf&amp;chksm=9756d3fba0215aed7925cf1928e9a768c64c06fe0859b19b4885a14f1d525469bcf89b25b7f5&amp;scene=21#wechat_redirect" textvalue="上一篇介绍的《客户地图》" linktype="text" imgurl="" imgdata="null" data-itemshowtype="0" tab="innerlink" data-linktype="2">上一篇介绍的《客户地图》</a>:</span><span style="font-size: 16px;">土地对位后</span><span style="font-size: 16px;">,客户描摹和客户需求都能快速匹配。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">另一种是下面要说的“客户定位”,最近甚嚣尘上。</span><span style="font-size: 16px;">当然还有一种是拿来主义,前人的客研报告搬过来,拿不准可以找几家咨询公司看一看,不偏离大方向就可以了。</span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">▼</span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;text-align: center;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;" /></span></section><section style="margin-bottom: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -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;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">01&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;white-space: normal;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">客户定位</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">客户定位之所以越来越多,表面上是争分夺秒的基础不再,深层次原因是企业越来越认识到周期的厉害,忍受不了一次又一次逆风而行。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们在西南某城接触了一种“特殊情况”,特殊性在于该地块需现房销售。这让我们的方案设计更全面,调研和访谈进行得更从容,观点表达更笃定。</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">客户定位有两种基本模式。</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">第一种是以项目的精装配置做“倒推测试”</span></strong></span><span style="font-size: 16px;">,请客户做取舍,在空间使用场景和精装修经验中,找出发展趋势;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">第二种是“正向摸底”</span></strong></span><span style="font-size: 16px;">,对本项目感兴趣的客户进行无差别的需求观察,总结归纳出“以客户为尺度”的建筑设计、景观设计、室内设计指南。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这一次,我们综合使用了前两次的方法论,并作了有益探索。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们的从市场和客户两端开展方案设计。市场端的必经之路是价格环境和产品环境。我们采集地缘和泛地缘项目的单价和总价,制作出价格等高线;把项目周边典型一二手房产品进行了14项要素分析,把既有方案放在这个环境中,我们发现,项目处在蓝海中。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.47194719471947194" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwrUnsUY4tZhCiaiarVgUbr0doNk8KMKe5gqRD6TW4lI81W13qdtGYXibkGf0hibMTMQr13uyF1fvFtSA/640?wx_fmt=png" data-type="png" data-w="606" style=""></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">此时</span><span style="font-size: 16px;">,这个发现让我们为之一振,但很快冷静下来,汝之砒霜,我之蜜糖。</span><span style="font-size: 16px;">两三年后还是不是如此稀缺?</span><span style="font-size: 16px;">我们谁也不能拍着胸脯担保。</span><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">于是,我们按计划,制定客户端研究方案。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -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);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">02&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="outline: 0px;max-width: 100%;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;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: 0.5px;font-size: 16px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><section style="margin-bottom: 5px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">客户</span></strong></span><span style="outline: 0px;max-width: 100%;font-size: 18px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">端研究方案</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">一,制定触达对象</span></strong></span><span style="font-size: 16px;">。我们发现现在找两三年后预购的人群是不可能的任务,于是我们在经济实力、认知模式这些大体保持不变的维度下,确定了三个并集——分别找接受项目所在地、接受项目预售总价,接受项目预售面积的三类客群,找到土地和产品的认可边界,也就是蓝海和红海的交汇处。</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">二,制定访谈策略</span></strong></span><span style="font-size: 16px;">。理想假设是接受土地的不一定接受总价和面积,接受总价的不一定买这里和这么大面积,想要这么大面积的不一定有这么多钱能在这里购买。因此,我们的沟通策略是明暗两条线。同一个话题,先谈需求什么,再谈本案是否让你心动。明线仍是客户对土地和产品的需求,暗线是看客户对本案的接受程度。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这次研究的特色之处在于我们利用了禾略种子,这是根据市场供求关系研发的一套周期预测工具(软著登字第3091274号),参考因素主要是供求量价,算法是把市场数据波动进行了分层和简化处理,并运用常用的指数平滑等方法预测未来。和我们常见的上蹿下跳的波形不同,这里的升降只保留了大的趋势,也就是我们平常理解的周期。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.21916411824668705" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwrUnsUY4tZhCiaiarVgUbr0dEXyZSrUtU5BDd3AzbyS45K9MWkRwoOmu6ib2SbhTf78H6Muo5WmNCFQ/640?wx_fmt=png" data-type="png" data-w="981" style=""></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这次客户定位,发生在拿地后,下一篇介绍拿地前的客户定位,是一次反常规的研究实践。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;caret-color: rgba(0, 0, 0, 0);background-color: rgb(255, 255, 255);">To Be Continued</span></section><section data-role="paragraph" style="white-space: normal;box-sizing: border-box;margin-bottom: 0px;"><section style="max-width: 100%;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;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="text-align: center;max-width: 100%;min-height: 1em;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;caret-color: rgba(0, 0, 0, 0);background-color: rgb(255, 255, 255);">///</span></section><section style="text-align: center;max-width: 100%;min-height: 1em;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="background-color: rgb(136, 136, 136);color: rgb(255, 255, 255);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: red;">&nbsp;-&nbsp; 小程序 -&nbsp;</span><br /></section></section></section><section style="max-width: 100%;white-space: normal;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, 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;text-align: center;min-height: 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