房地产策划文本的常用英文术语
本案特点及市场定位PROJECT FEATURES AND MARKET POSITIONING
一、基本情况BACKGROUND
物业名称Name
位置Location
EVE-NG发展商Developer(s)
投资方Investor(s) ：
建筑工程设计Designer(s) ：
总承建商Contactor ：
物业类型Function
总建筑面积Total area ：
建筑层数Number of floors ：
开工日期Date of commencement ：
竣工日期Date of completion ：
二、本案区位特点FEATURES IN GEOGRAPHICAL LOCATION
三、本案市场定位MARKET POSITIONING：
A、形象定位Brand Images：
塑造先锋形象Creating a pioneering image：
塑造特形象Creating an outstanding image：
突出项目优势Highlighting the Strengthens：
塑造发展商品牌形象Building up a Positive image of the developer：
B、对象定位Target Customers
C、运作定位Operational Approach
贰、市场推广策略MARKETING STRATEGY 一、资金投入策略STRATEGY FOR MARKETING BUDGET：
上述媒体投放策略之作用与目的The objectives of the aforementioned strategy：
1、媒体有Suggested media includes：
广告计划Advertising Plans：
（一）要点Key Approaches
（二）媒体选择MEDIA CHOICES
1、报纸Newspapers：
中文报纸类Chinese Newspaper：
英文报纸类English Newspaper
2、杂志Magazines：
中文杂志类Chinese Magazines
英文杂志类English Magazines
（1）开盘Commencement of Sales：
（2）服务Services：
赵尔丰（3）地位Locations：
6、路牌及灯箱广告Roadside Billboards & Light boxes。
7、其他媒体Other Media
（三）公关及广告实施流程IMPLEMENTATION PROCESS FOR PR & ADVERTISING
A、筹备阶段Preparation Stage – Project under Construction
a) 大型路牌广告Large Scale Billboards
–机场路、项目周边或人流集中地区
b) 直投宣传小册子Direct Mailing Pamphlets
c) 工地围板设计及展示中心设计Planning of Show Room and Signboards at Project Site
d) 宣传海报Posters
e) Logo及各平面广告设计Graphic Designs and Logo Designs
f) 发请柬及邀请信设计Designs and Distribution of Invitation Cards
g) 宣传刊物及纪念品Promotion Brochures and Souvenirs
h) 举办开幕典礼及新闻发布会Opening Ceremony and Press Conference小鸡对话
i) 报章及杂志缮稿Press Releases
j) 电视宣传片及光盘制作TV Commercial and CD-ROM Production
k) 报刊、杂志广告Advertisement Placements in Newspapers and Magazines
l) 推介会及展销会设计Exhibition and Project Promotion Seminars
B. 中期阶段Marketing Stage– Project Sales Support
a. 报刊杂志缮稿及广告发布Press Release and Advertising Placement
b. 电视宣传及光盘派发Broadcasts of TV Commercials and Distribution of CD-ROM
c. 宣传单张及派发Distribution of Promotion Pamphlets
d. 请柬及邀请信寄发Distribution of Invitation Cards
e. 租售中心及围板建造
Construction of Show Rooms and Signboards at the Project Site
f. 展览会场制作（广告牌及挂旗）Exhibitions
g. 国内客户推介会Project Promotion Seminars for Domestic clients
h. 国内外电台宣传广告发布Releases of Advertisements in Radio Stations within and outside China
i. 国内外报刊杂志广告发布
Releases of Advertisements in Local and International Magazines
j. 加插及更换展销内容Adjustments of Promotion Contents if Necessary
C．后期Final Stage – Prolonged Marketing Effects
a) 电视广告TV Commercials
b) 报刊杂志广告（包括缮稿）Advertisements and Press Releases in Print Media
c) 宣传推广活动及展示会Promotion Activities and Exhibitions
d) 路牌广告Outdoor Advertisements
（四）、媒体广告发布建议RECOMMENDED STRATEGY FOR ADVERTISING
1、软性广告宣传思路Public Relations Strategies
2、海外发布Promotion in Overseas Markets
具体实施方案Execution Plan
媒体目的Objectives of our Media Strategy
媒体策略Communications Strategy
三、平面设计策划要求THEME OF GRAPHIC DESIGN
四、NP、路牌广告策划要求BILLBOARD ADVERTISING AND ITS DESIGN
五、营销推广活动计划建议PROMOTIONAL ACTIVITIES 1、展览会推广活动Exhibitions & Promotions：
展览会场地选择考虑因素The choice of exhibition venue：
2、落实有关物业管理事宜Issues of Property Management
六、企业形象宣传包装建议PACKAGING AND BRANDING OF CORPORATE IMAGE
品质、形象的再塑工程The re-engineering of quality and image.
1、本项目营销推广文化理念PHILOSOPHY BEHIND THE BRAND IMAGE OF THE PROJECT 本案项目营销推广文化理念的建立条件Brand Building Elements of the Project：
1）、开发运作观点Brand creation through sales operations
2）、突出人性化和时代感Human Touch and Contemporary Feel
3）、本案项目自然条件极佳The Unique Edge of Location Advantage
4）、目标客户的文化需求The culture of the target segment
2、本案项目营销推广文化的构筑方式THE EXECUTION PROCESS OF BRAND BUILDING
构筑一Step 1：
确立“本案”营销推广文化总精神Formulation of Brand Image什么是优质课
构筑二Step 2：
营销推广文化指导各项工作
Projection of Brand Image via Sales and Marketing Activities
构筑三Step 3：
将用户作为构筑营销文化的主体
Further Development of Brand Image among the Users
叁、顾问服务项目配合明细清单SERVICES AND SUPPORTING INFORMATION REQUIRED
一、市场推广顾问服务项目MARKETING CONSULTANCY SERVICES
1、总体形象Brand Image
（1）案名标志（Logo）：
2、宣传计划Marketing Plans
3、公关项目PR Services
（1）形象公关Corporate Communications：
（2）危机管理Crises Management：
4、商场策划分析建议
5、执行监督，质量控制Execution Follow-up and Quality Control
椎骨6、项目跟踪报告Project Tracking Reports
■双方前期合作的具体执行建议First Stage Cooperation：
二、市场推广顾问专业配合人员MARKETING PROFESSIONALS
（1）市场推广顾问Marketing Consultant
信念及格言
Faith and Proverb
（2）媒体策划主任Media Planning Directors
三、其他工作配合要点SUPPORTING FUNCTIONS
四、顾问服务费PRINCIPLES AND SCALE OF CONSULTANT FEES内蒙古民族大学学报
1、顾问服务期Consultancy service coverage：
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