2018青岛银丰府地产项目策划报告方案.pptx

1、JIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workCity is the place where miracles are bornit.It is humanitys greatest creation and our best hope for the future.都会是诞生奇迹之所是人类最伟大的发明与最美好的希望Edward Glaeser 爱德华 格莱泽Triumph of the City 城市的胜利JIONSYinfengMan

2、sionU n b o r n ,p a s s e da w a yThe world will representthe work银丰集团 挺近青岛的都会高端品未出世，已传世JIONSYinfengMansionThe world will representthe work山东头衔玉而生一块含着金钥匙而生的土地，一个饱含万众期待的项目一个肩负银丰晋级使命的品牌A land with a golden key,a project full of expectationsA shoulderthe mission of brand promotion YinfengJIONSYinfengM

3、ansionThe world will representthe work山东头之于银丰=?颐和原著之于龙湖西山壹号院之于融创金茂府之于方兴肩负时代责任 承担历史使命JIONSYinfengMansionThe world will representthe work作为银丰都会系高端品的开山之作山东头承上启下成就银丰品牌高端形象的华丽转身开启一种新的品牌语系Yinfeng brand high-end image of gorgeousOpen a newbrand language systemA M B I T I O NJIONSYinfengMansion银丰的雄心The worl

4、d will representthe work品牌使命品牌集大成的封面巨著代言青岛走向世界的一线豪宅A great cover of the brandEndorsement of the Qingdaofrontline MansionA M B I T I O NJIONSYinfengMansion银丰的壮志The world will representthe work销售目标25亿的销售任务，7.5亿的回款目标快消的高端盘必然是名利双收的双料冠军High end disksIt is part ofthe championJIONSYinfengMansionW h a tThe

5、world will representthe work怎样的推广才能支撑如此目标？i s t h e p r o m o t i o n t o s u p p o r t s u c h a g o a l?怎样的战略才能有如此之高度？JIONSYinfengMansion市场竞技没有占位就没有市场没有人记得第二名是谁！The world will representthe work众智集成解决之道站位JIONS SJ O I NYinfengMansionThe world will representthe work世界的璀璨倒影银 丰 山 东 头 项 目 广 告 策 略 报 告【客户

6、】：银丰（青岛）【提报】：北京众智集成【时间】：2018.02AbrilliantcountryintheworldJIONSYinfengMansionThe world will representthe workOperation Beijing 100 thousand+luxuryKaizong everyone众智集成运营北京10万+豪宅的开宗大家城市豪宅的运营密码：三大资源站位土地站位Land station产品站位Product positioning品牌站位Brand stationJIONSYinfengMansionThe world will representthe

7、workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe work众智集成的洞察一我们的竞争策略对手只有自己与金家岭的板块内项目青铁华润城、中联依山

8、伴城，甚至WFC协信中心等区域市场，乃至青岛市场分道扬镳With the project of Jin Ling plate green iron mountain with Huarun City,in the city,even theWFC hyupshin center regional market,Even the Qingdao market splitJIONSYinfengMansionThe world will representthe work众智集成的洞察二我们的占位策略与全球一线豪宅为伍打破度量衡 改变参照系To break the reference Depart

9、ment of thechange of measure and balanceJIONS SJ O I NYinfengMansionThe world will representthe work银丰山东头策略四部曲在哪个纬度思考？项目的核心价值？品牌的视觉符号？资源如何嫁接？PART2定位PART1占位PART3 PART4出位 对位在哪个纬度思考？ThinkingatwhichlatitudeThinking at whichlatitude策略四部曲PART1占位JIONSYinfengMansionThe world will representthe work项目占位即城市+时代

10、占位品牌战略和项目载体，必须站在时代高度、深度和广度来审视JIONSYinfengMansionThe world will representthe work一等600年据传：明洪武时（1368-1398）王姓由云南迁来东皋山东麓立村，称山东头。同治即墨县志标有此名。城市。巨变18世纪末1891年，青岛建制，仅有140000人的青岛，还是个小渔村。We let Qingdao re recognizeluxury,we let Qingdao urban habitat re imagine19世纪末20世纪初德国殖民统治期间，在港口建设和铁路开通的带动下得到飞速的发展。1936年，青岛已达

11、58万人。We let Qingdao re recognizeluxury,we let Qingdao urban habitat re imagine19世纪末20世纪蓝色经济国家战略 青岛迎来发展新拐点2011年，国务院批复山东半岛蓝色经济区发展规划 建设山东半岛蓝色经济区上升为国家战略。We let Qingdao re recognizeluxury,we let Qingdao urban habitat re imagine2016年12月 国务院批复确立国家中心城市 青岛再晋级We let Qingdao re recognizeluxury,we let Qingdao u

12、rban habitat re imagine2011-2020年青岛城市总体规划三湾三城 首看中央财富区金家岭We let Qingdao re recognizeluxury,we let Qingdao urban habitat re imagineWe let Qingdao re recognizeluxury,we let Qingdao urban habitat re imagine金家岭，京沪之间金融中心第三极2014年2月，国务院批复了青岛市财富管理金融综合改革试验区总体方案，青岛市金家岭成为我国以财富管理为主题的金融综合改革试验区。We let Qingdao re r

13、ecognizeluxury,we let Qingdao urban habitat re imagine南有陆家嘴，北有金家岭青岛的曼哈顿青岛金家岭金融区引进落户金融机构170家，累计落户金融机构及类金融企业达530家，涵盖银行、证券、保险、基金、新兴金融等20类金融业态；,2016年实现金融业税收达到40.69亿元，预计全年实现金融业增加值83亿元，同比增长16%，占全区GDP的14.7%；预计实现区金融业税收39亿元，增长15%。JIONSYinfengMansionThe world will representthe work真正的豪宅物业向来都诞生于全球金融都会区超级土地价格，高

14、端的金融总部集聚，环球资本人物，孕育出的世界豪宅，从来都是人生财富最恒定的资产，且从来不以价格来衡量其价值汤臣一品之于上海陆家嘴ONE HYDE PARK之于伦敦金融城ONE57之于纽约曼哈顿Real mansion propertyIt has always been born in the globalfinancial metropolitan area纽约用150年，沉淀一个曼哈顿中心区，回馈世界人物一个ONE57New York has used 150 years to precipitate a Manhattan central area.Giveback to a world

15、 figure a ONE57放眼全球 对望世界【第一个参照系】One57位于纽约市曼哈顿区57街157号西开发投资|Co-DevelopersExtell Development Group建筑设计|architectChristian de Portzamparc/克里斯蒂安德波特赞姆巴克室内设计|interiorThomas Juul Hansen/托马斯尤尔汉森Yabu Pushelberg/雅布普歇尔博格处于城市丰盛的核心地段New York hasused 150years toprecipitate aManhattancentralarea.Giveback to aworld

16、 figure aONE57One57璀璨的水晶玻璃幕墙New York has used 150 years toprecipitate a Manhattancentral area.Give back to aworld figure a ONE57One57一窗尽揽繁华与森境New York hasused 150years toprecipitate aManhattancentralarea.Giveback to aworld figurea ONE57纽约ONE57有着“亿万富翁俱乐部”之称，卡塔尔首相、Michael Kors的大股东香港曹其峰及加拿大Lawrence Str

17、oll、SOHO中国的潘石屹、张欣夫妇都是这里的业主。One57全球封面人物的主场New York hasused 150years toprecipitate aManhattancentralarea.Giveback to aworld figurea ONE57顶级奢侈品牌的标配New York hasused 150years toprecipitate aManhattancentralarea.Giveback to aworld figurea ONE57One57拥有完善的设施：-24ih小时门卫及礼宾/24H doorman andconcierge-私人餐饮和活动室/pr

18、ivate diningand function room-完整的餐饮厨房/fullcatering kitchen-带台球桌的图书馆和水族馆/library with billiards tableand aquarium-艺术和手工艺工作室室/artsand crafts atelierroom-放映和演出室/screeningandperformance room-私人健身中心和瑜伽工作室/privatefitnesscenter and yoga studio-私密的额外的第五十八街入口/discreetadditional 58th street entry-现场停车库可用/on s

19、iteparking garageavailable-宠物洗室/pet washroom室内设计师 托马斯 尤尔 汉森大师的作品普利策奖获奖建筑师克里斯蒂安德波特赞姆巴克New Yorkhas used150 yearstoprecipitateaManhattan centralarea.Giveback to aworldfigure aONE57伦敦用400年，沉淀一个肯辛顿中心区，回馈世界人物一个ONE HYDE PARKLondon has used 400 years to precipitate a Kensington central region to giveback to

20、 a world figure ONE HYDE PARK放眼全球 对望世界【第二个参照系】London hasused 400years toprecipitate aKensingtoncentral regionto give backto a worldfigure ONEHYDE PARK坐落在伦敦骑士桥地区最著名的海德公园南面，对面是肯辛顿商业区的中心地带，相邻不远是英国女王的官邸白金汉宫、大不列颠自然史博物馆、泰晤士河。哈洛德百货公司和瑟蓬泰萨奇艺术画廊就近在咫尺。海德公园一向以英国皇室公园著称，也是前王妃戴安娜生前最喜爱的散步之地。ONE HYDE PARK处于城市丰盛的核心地

21、段London has used 400 years to precipitate aKensington central region to give back to a worldfigure ONE HYDE PARKONE HYDE PARK外观均呈钻石形外墙由玻璃和钢结构组成伦敦海德公园一号的业主名单中则包括了乌克兰首富阿克梅托夫、卡塔尔副首相贾西姆、阿联酋王室成员卡西米，俄罗斯石油大亨托洛尼和哈萨克矿业大亨弗拉基米尔。London hasused 400 yearsto precipitate aKensingtoncentral regionto give back toa wo

22、rld figureONE HYDE PARKONE HYDE PARK全球封面人物的主场London hasused 400years toprecipitate aKensingtoncentral regionto give backto a worldfigure ONEHYDE PARKONE HYDE PARK顶级奢侈品牌的标配-窗户都装设了防弹玻璃-电梯和出入口设有虹膜扫描身份识别系统-英国皇家空军特别为这座最豪华公寓提供了由退伍特种兵构成的保安部队，-隐蔽紧急避难所，如果住户遭遇到了入室抢劫或者是绑架，十秒钟之内，你可以躲进这个避难所，赢得足够时间来求救London hasus

23、ed 400years toprecipitate aKensingtoncentral regionto give backto a worldfigure ONEHYDE PARKONE HYDE PARK大师的作品公寓户型设计由著名设计师理查德罗杰斯与Candy&Candy联合设计。代表作有著名的“千年穹顶”，与福斯特合作设计的香港汇丰银行和与意大利建筑师皮阿诺共同设计的巴黎蓬皮杜艺术和文化中心等等。JIONSYinfengMansionThe world will representthe work世界都会豪宅的价值构建TOP级的都会地段TOP级的艺术奢配+TOP级的资源占有 +TOP

24、级的大师作品在一个百年沉淀的璀璨之地，打造极致的封面作品In a resplendent place that has been precipitated for a hundred years,Createan extreme world workJIONSYinfengMansionThe world will representthe work18载银丰22个精凿作品之后从八大关到石老人海岸不负600年土地沉淀的丰盈与璀璨600 years of land precipitationBright and prosperous，Compose theimportant works of Q

25、ingdaoJIONSYinfengMansionThe world will representthe work作为区域深耕的百强房企在极致的土地上，打造对望世界的封面作品至此，成就银丰的雄心与壮志领秀齐鲁 布局全国 走向世界As a deep ploughed house in the regionOn the extreme land,the importantworks of Qingdao are written.Build at the world cover worksAt this point,Theachievements and ambitions YinfengJIONS

26、 SJ O I NYinfengMansionThe world will representthe work中国的世界作品T h ew o r l dw o r k so fC h i n a项目的核心价值？策略四部曲PART2定位ThinkingatwhichlatitudeJIONSYinfengMansionThe world will representthe work登峰造极项目价值四极 巅峰呈现JIONSYinfengMansion品牌文化积淀极致产品匠造珍贵自然遗存土地资源价值The world will representthe work四个维度梳理核心价值Four view

27、JIONSYinfengMansionThe world will representthe work【1】TOP级的土地资源600 years of land precipitationBright and prosperous，Compose the important works of Qingdao难 再 有 。不 再 有财富地标群23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man23.7平方公里青岛中央财富中心CFD环球资本飞人的主场金融机构170家，累

28、计落户金融机构及类金融企业达530家23.7 squarekilometersQingdaocentral wealth centerCFDThe home of theworld capital flyingman商业总部地标群23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man青岛巅峰的生意与生活1个啤酒文化广场、1座金狮购物广场、1个超五星级酒店、11栋金融总部地标于一体的新一代城市综合建筑群落崂山第一高环球金融中心23.7 squarekilometersQ

29、ingdaocentral wealth centerCFDThe home of theworld capital flyingman文化地标群23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man世界级地标上的城市封面青岛国际会展中心、体育中心、大剧院、博物馆、青岛啤酒广场等国际水准的城市基础设施23.7 squarekilometersQingdaocentral wealth centerCFDThe home of theworld capital flyi

30、ngman青岛大剧院23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man青岛市博物馆23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man23.7 squarekilometersQingdaocentral wealth centerCFDThe home of theworld capital flyingman中国国际消费电子博览会经

31、国务院批准的全国唯一的消费电子专业国际性博览会23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying man23.7 squarekilometersQingdao centralwealth centerCFDThe homeof the worldcapital flyingman青岛国际啤酒广场23.7 squarekilometersQingdao centralwealth center CFDThehome of the world capitalflying m

32、an23.7 squarekilometersQingdaocentral wealth centerCFDThe home of theworld capital flyingman青岛曼哈顿 都会地标资源恒产土地价值造极：The world can be changed by mans endeavor,and that thisendeavor can lead to something newJIONSYinfengMansionThe world will representthe work【2】TOP级的景观造级600 years of land precipitationBrig

33、ht and prosperous，Compose the important works of Qingdao极 珍 贵 。极 稀 有比肩纽约中央公园、伦敦海德公园浮山是青岛市区内面积最大的一块“绿肺”三山瞰景集大成者浮山、金家岭、崂山Shoulder to shoulder in New York CentralParkThe island is in the city of Qingdao thelargest areaA green lungShoulder to shoulderin New York CentralParkThe island is in the cityof Qi

34、ngdao thelargest areaA green lung三山 瞰景集大成者城市山境涵养区地Shoulder to shoulderin New York CentralParkThe island is in the cityof Qingdao thelargest areaA green lung中国人均海岸线“厘米时代”收藏青岛海滩度假圣地最美一段长岛湾、东京湾、浅水湾石老人黄金海岸浴场青岛市区最大的海水浴场之一，集度假、观光旅游、海上运动、沙滩运动、休闲娱乐为一体的综合性旅游度假海滩On par with the worlds eight Bayarea.Beach Reso

35、rt私藏最美的海岸风光银丰山东头项目ONE HYDE PARK不同的景观，相同的稀贵城市中的山海，无价Shoulder toshoulder in NewYork CentralParkThe island is inthe city ofQingdao thelargest areaA green lungShoulder toshoulder in NewYork CentralPark世界湾区 山海公园大境景观价值造极：The world can be changed by mans endeavor,and that thisendeavor can lead to something

36、 newJIONSYinfengMansionThe world will representthe work【3】TOP级的产品造级600 years of land precipitationBright and prosperous，Compose the important works of Qingdao世 界 籍 。大 师 造银丰山东头项目凡尔赛宫Shoulder toshoulder in NewYork CentralParkShoulder toshoulder inNew YorkCentral Park不同的宫廷园境，相同的皇家排场十字中轴上的皇家宫廷园林，秩序对称威仪媲

37、美凡尔赛宫皇家园林的秩序与威仪Shoulder toshoulder in NewYork CentralParkShouldertoshoulderin NewYorkCentralPark璀璨的梦幻水晶呈现Shoulder toshoulder in NewYork CentralPark米黄色石材深灰色金属铝板水晶灰玻璃Shouldertoshoulderin NewYorkCentralPark银丰山东头项目ONE HYDE PARK不同的国籍，相同的工法玻璃幕、铝板营造的当代封面建筑Shoulder toshoulder in NewYork CentralParkShoulder

38、toshoulder in NewYork CentralParkThe island is inthe city ofQingdao thelargest areaA green lung从代言工业革命的建筑伦敦水晶宫到代言当代顶级物业的ONE57、ONE HYDE PARK璀璨夺目的水晶外衣，皆是顶级物业最美好的建筑语言表达Shoulder to shoulder in New YorkCentral ParkDazzling crystal,The best architectural languageexpression of the top property宫廷私园里的天幕水晶宫产品

39、价值造极：The world can be changed by mans endeavor,and that this endeavorcan lead to something newJIONSYinfengMansionThe world will representthe work【4】TOP级的品牌造级600 years of land precipitationBright and prosperous，Compose the important works of Qingdao致 匠 心 。巅 峰 作聚焦区域深耕 跨越百强房企18载22个精凿作品专业化领袖型区域品牌地产开发商涵盖

40、住宅、商业、产业三大板块，秉承“卓诚信越，精品永恒”，以苛求的态度用心于建筑，用心打造的每一个作品。Focus area deep ploughing,across a hundred strong housingenterprises.18 sets of 22 fine chisel works,professional leader type regionalbrand real estate developers.银丰封面巨著 青岛重要作品品牌价值造极：The world can be changed by mans endeavor,and that this endeavorcan

41、 lead to something new2018年TOP四极，势合山东头TOP quadrupole,potential for theShandonghead地缘造极：青岛曼哈顿都会地标资源恒产资源造极：世界湾区山海公园大境品牌造极：银丰封面巨著青岛重要作品产品造极：宫廷私园里的天幕水晶宫JIONSYinfengMansionThe world will representthe work这里将是汇聚全球财富资本的城市地标这里将是时代名流享受顶层生活礼遇的富人特区这里对标世界圈层生活的塔尖典范之地This will be the spiritual symbol of the gathe

42、ring of global wealth capital.Here will be the age celebrities to enjoy the top life courtesy of the rich special zone.Theapotheosis of the worlds circle of life is here.JIONS SJ O I NYinfengMansionThe world will representthe work项目占位世界级山海都会 天幕水晶宫The world class mountain and Sea city,the temple of h

43、eaven,Crystal Palace一条/青岛的重磅旧闻显性价值隐性价值（产品之上的文化力、精神内涵）The worlds attention to Qingdaos diplomatichomeLook at the Chinese style世界瞩目下的青岛外交主场看中国气派豪 宅 文 化 软 实 力两个“文化维度”看本案豪宅内涵时代维度建筑维度JIONSYinfengMansionThe world will representthe work时代维度时代精神&审美对品牌精神文化的投射大 国 崛 起 下The western trend has gone back tothe eas

44、tern style从 服 装 到 汽 车 ，从 首 饰 到 箱 包 ，从 建 筑 到 文 化 的 东 方 美 学 的 复 苏 与 觉 醒17到18世纪，中国风持续在欧洲风起云涌。从英国俩代帝王营造的皇家植物-丘园，到德国无忧宫中的中国茶亭，再到法国皇家的特里亚农瓷宫及贵族的陶祺瑞城堡。还有丝绸，瓷器，茶叶，漆器“中国元素”成为上流社会竞相追逐的时尚，时光持续百余年。17-18世纪欧洲时尚是中国热17-18 century European pop Chinese heat收藏中国，屹立欧洲数百年的“中国塔”，伦敦皇家植物园丘园英国皇室家庭的中国范式第一届万国博览会的中国风情伦敦孔子学院席卷世

45、界的国学传承The world has set off a national culture fever截至2014年底，全球已有127个国家和地区，开办了476所孔子学院和851个中小学孔子课堂。目前，仍有70多个国家200多所大学正在积极申办孔子学院。李克强出席孔子学院成立仪式习近平考察斯德哥尔摩大学孔子学院2008北京奥运会（之后）最为集中的一次向世界展示中国形象 礼仪之邦2012 London Olympic Games2008年是大国崛起和文化复兴的标志性事件，全面展示大国实力和文化形象自信中国 成为影响世界的力量中国美学 成为全球的时代精神JIONSYinfengMansionTh

46、e world will representthe work产品维度【再看“建筑”价值回归】十余年来 新中式建筑持续复兴和回归西学建筑之后：观唐 芙蓉古城 第五园 棠颂别墅绿城桃花源 九间堂 泰禾“院子系”Over the past ten years,the new Chinese architecture hasbeen rejuvenation and reunification再中国，礼世界用世界的眼光、审美，再来审视中国传统人文、居住文化用更当代 的材质、工艺、美学再造传统，传承文化，发扬中国Look at the worlds eyes and aesthetics,and loo

47、k at the traditional Chinese culture and the living culture.Reengineering thetradition with more contemporary material,craft and aesthetics,inherit culture and develop China.一个审视银丰山东头项目价值的鲜明视角Look at the worlds eyes and aesthetics,and look at the traditionalChinese culture and the living culture.横向的

48、挑檐和线脚主张以具有浓厚地域特色的传统文化为根基，融入西方文化。把亚洲元素植入现代建筑语系，将传统意境和现代风格对称运用，用现代设计来隐喻中国的传统。主体以黄色的暖色调为主，强调横向的挑檐和线脚，与主体有纵向的穿插，形成大道至简的中国气派。“新亚洲建筑风格”传统文化与西方文化的完美结合The so-called new Asian Architectural Style,The perfect combination of traditionalculture and Western culture.“新”新中式更具时尚的、国际的、创新的、生活感的当代人居审美The design and ae

49、sthetics of new Chinese products that surpassed the social popularity-thenew Asian architectural style,We call it new new Chinese style,more fashionable,international,innovative,life sense of contemporary human life.超越了社会流行的新中式产品设计和美学新亚洲建筑风格我们称之为新亚洲建筑风格 =“新”新中式与其说是建筑的自信不如说是文化的自信（超越一般新中式）It is the co

50、nfidence of the culture rather than theconfidence of the building.It is the confidence of the culture rather than theconfidence of the building.产品“魂”是什么？时代之礼建筑之礼东方基因JIONS SJ O I NYinfengMansionThe world will representthe work产品定位东方基因国礼家府T h ew o r l dw o r k so fC h i n a财富的传承精神的传承文化的传统House is the

51、highest pursuit of Chinafamily life家府是中国家族生活的最高追求礼序传家JIONS SJ O I NYinfengMansionThe world will representthe work品牌精神主张一府世界殊Am a n s i o ni nt h ew o r l dJIONS SJ O I NYinfengMansionThe world will representthe work品牌精神主张2再中国 礼世界Am a n s i o ni nt h ew o r l d银丰山东头项目精。气。神品牌的魂大盘的势产品的韵产品定位东方基因国礼家府The

52、world works of China大盘占位世界级山海都会 天幕水晶宫The world class mountain and Sea city,the temple ofheaven,Crystal PalaceSLOGAN一府世界殊A mansion in the world品牌占位中国的世界作品The world works of China品牌的视觉符号？ThinkingatwhichlatitudeThinking at whichlatitude策略四部曲PART3出位JIONSYinfengMansionThe world will representthe work关于案名

53、的战略Thinking about the name of thebrand caseJIONS品牌与项目关系YinfengMansionThe world will representthe work业内闻名到大众知名知名度前期以项目带品牌以品牌领项目后期美誉度圈层口碑传播Brandstrategy品牌战略品牌银丰项目山东头JIONSYinfengMansionThe world will representthe work总战略产品力带动品牌力以点带面，以面带线产品力品牌力影响力营销力最终实现高端圈层认同与跟庄品牌巅峰愿景产品精湛做工匠心人文故事高端圈层口碑JIONSYinfengMans

54、ionThe world will representthe workJIONSYinfengMansionThe world will representthe workA、建议品牌整合模式借鉴方兴深耕“金茂府”路线以“作品”带“品牌”从望京金茂府到亦庄金茂府在占据极具历史文脉资源的地段，打造经典的文化豪宅，把每一项目都做到极致，最后成就“府系”高端代表作，被市场上高端客户的所追捧。JIONSYinfengMansionB、建议品牌整合模式银丰府（住宅）The world will representthe work银丰山东头项目案名规划银丰金街（商业）银丰中心（商业）JIONSYinfen

55、gMansionC、建议品牌整合模式青岛银丰府The world will representthe work品牌的城市扩张路径济南银丰府JIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe world will representthe workJIONSYinfengMansionThe worl

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70、e workJIONSYinfengMansionThe world will representthe work资源如何嫁接？ThinkingatwhichlatitudeThinking at whichlatitude策略四部曲PART4对味JIONSYinfengMansionThe world will representthe work一次落子青岛布局北方的战略大晋级一次成就青岛湾区作品的现象级符号集团品牌：项目品牌：2018银丰府品牌推广使命行业地位：一次成为青岛豪宅走向世界的代言者Promotionrhythm推广目标JIONSYinfengMansionPromotiongo

71、al推广节奏N0.1whywhatwhen第一阶段4月6月品牌形象期The world will representthe work银丰府 再中国 礼世界N0.2第二阶段7月9月强势蓄客期N0.3第三阶段10月12月开盘热销期品牌启势中国的世界作品以品牌发布会为节点，诠释银丰品牌高端系产品的理念与文化大盘立市世界级山海都会天幕水晶宫深度解析区域板块价值，对标伦敦海德1号，纽约ONE57的价值地位,树立项目大盘的高端气场项目撼世新东方国礼家府以样板间、示范区、开盘为重要节点，深度解析产品的价值JIONSYinfengMansionThe world will representthe workM

72、AJESTICMANSION快销走出去企业巡展快客导入金家岭金融街等知名企业巡展顺销请进来圈层活动沙龙活动CLUB级高端圈层活动PromotionImplementation推广执行一场代言时代和城市的品牌发布会游轮上的峰会1A brand conference of the era ofendorsement and the cityNew York has used 150 years to precipitate a Manhattan centralarea.Give back to a world figure a ONE57中国的世界作品银 丰 青 岛 重 要 作 品 新 闻 发

73、布 会银丰号游轮 泊于石老人湾区Tiffany Pattinson沉浸式海上时装宴会秀TAME,An Immersive Fashion Dining Experience byTiffany Pattinson。此次Tiffany Pattinson的宴会美食由来自著名素食餐厅PURE&WHOLE的大厨Nicolas Gratton 亲自操刀，得到Graham Port+PURE&WHOLE的大力支持。2一个高端的圈层生活平台营造A high-end circle life platform银丰会CLUB“银丰会CLUB”一把开启隐贵圈层生活的私密钥匙 银丰品牌资源共同体 专属一对一服务，并

74、能够通过符号化的物品形成圈层区别 活动人数严格控制，活动类型少而精。权益和活动设置足够稀缺、级别感、荣耀和私密感银丰会CLUB【客群】：由富及贵的世界籍时代影响力人物【资源】：顶级品牌资源共同体和整合【会籍】：设置拥有高净值客群等入会要求【特权】：享有独一无二的人脉资源和生活资源【定位】：少数人物的圈层私享会Artistic and culturalneeds艺术文化需求精神+私趣 定制艺术品 私人收藏顾问High-end consumerdemand高端消费需求定制+品牌 奢侈品定制中心 私人定制中心Business platformrequirements生意平台需求私密+私静 隐秘金融平

75、台 低调商务平台JIONSYinfengMansionThe world will representthe work3持续维护老客户系列定制家宴JIONSYinfengMansionThe world will representthe work借势青岛上合峰会家宴即国宴The dinner banquetJIONSYinfengMansionThe world will representthe workClass state private banquet banquet banquet chef form+culture,reward owners feel noble国宴+文化+精神国宴级私宴形式+国宴御厨+国宴文化，犒赏业主，感受尊贵上合峰会国宴御厨大师操刀唯有站位高远者 方能持续开拓新时代！众智集成愿全心助力银丰再创品牌高峰！【跋】JIONS SJ O I NYinfengMansionThe world will representthe work期待更进一步的沟通合作Look forward to further communication and cooperation.THANKS众 智 集 成 重 要 出 品