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房地产策划英语
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
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
项目净用地 ：
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：
塑造特色形象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：
二、媒体广告计划 MEDIA PLANNING
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：
（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
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
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）、目标客户群的文化需求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
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
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
“我们具有多年大陆房地产的市场推广经验，了解内地的需要，熟悉有关房地产项目的法规，能为客户提供专业、有用的意见。”
“地产发展项目内需要面对各种服务供应商，如印刷，平面设计，室内设计，装璜等，我们都有丰富的组织及统筹经验对此等工作进行监督及质量控制。”
“We have rich experiences in marketing properties in China. Our thorough
understanding of the market and related legal requirements enable us to provide
professional and productive advices to our clients.”
“Property development projects often have to deal with various kinds of
suppliers such as printing, design, and interior designs. Our team has extensive
experiences in managing and coordinating these different works and ensuring the
quality delivered.”
“成功的传宣和市务推广，首要能确定到目标市场所在，并配合无限创意和严谨计划直趋目标。以我们的经验、能力和魄力，绝对能做到！”
“A successful marketing plan should identify the right target market, be
delivered under strict planning and brilliant creativity. With our experiences,
expertise and passions, we can make it!”
“赫杰斯多年来与香港和国内媒体关系密切，在房地产项目上，我们集思广益，向发展商提出最有效的推广方法，争取最有利的媒体价格，发挥传媒的力量，为项目得到最佳效果。”
“Hertz Media has maintained close relationship with media in Hong Kong and
China. We will pull together top-notch intelligence to provide the best
marketing plan, the most favorable media prices, and the most forceful strategy
to our property clients”
“丰富的专业知识、严谨的工作态度，让创新团队各尽其才，为我们的客户提供最优质的服务。”
“We provide highest quality services to our clients, with our professional
knowledge, serious attitude and best creative team.”
（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
1、顾问服务期Consultancy service coverage：
2、计酬原则Charging Principle：
■ 宣传推广工作配合重点Execution Schedule：
时间/阶段Time/Phases 工作重点Items
前期First Stage
第1-3个月
First to Third Month
市场定位 Market Positioning
案名 Project Name & Logo
总体宣传计划 Overall Promotion Plans
总体公关计划 Overall PR Plans
制订预算、支出机制 Budgeting and Payment Mechanism
宣传品制作 Production of Promotion Materials
第一期宣传执行 Execution of 1st Stage Promotion
公关工作开展 Commencement of PR Services
商场策划分析建议（含图解）
中期Second Stage
第4-9个月
Fourth to Ninth Month
公关工作 PR services
第二期宣传执行 Execution of Second Stage Promotion
第三期宣传筹备与展开 Preparation of Third Stage Promotion
市场调整与研究 Market Survey and Marketing Plan Adjustments
后期Third Stage
第10-12个月
Tenth to Twelve Month
宣传推广与促销 Promotion and Sales Campaigns
公关工作 PR
五、发展商须提供之资料清单: 【附件一】
INFORMATION TO BE PROVIDED BY DEVELOPER
(ATTACHMENT 2)
1) 项目中英文地址(address of the project, both in Chinese and English)
2) 土地使用年期(Authorized Years of Land Use)
3) 土地面积(Area of the Site)
4) 土地用途(Land Use)
5) 发展商(国內公司)中英文名称
(Title of the developers [local companies] both in Chinese and English)
6) 香港代表律师楼的中英文名称
(Name of appointed attorney in Hong Kong, both in Chinese and English)
7) 国内代表律师楼的中英文名称
(Name of appointed attorney in China, both in Chinese and English)
8) 建筑师的中英文名称(Name of the architect, both in Chinese and English)
9) 顾问建筑师的中英文名称
(Name of the civil consultants, both in Chinese and English)
10) 结构工程师的中英文名称
(Name of the structural engineers, both in Chinese and English)
11) 楼宇设备工程师的中英文名称
(Name of the building engineers, both in Chinese and English)
12) 工料估算师的中英文名称
(Name of the construction appraiser, both in Chinese and English)
13) 承建单位的中英文名称(Name of the contractor, both in Chinese and English)
14) 物业管理公司的中英文名称
(Name of the property management, both in Chinese and English)
15) 中英文楼宇设计用途陈述
(Statements of functions for the building, both in Chinese and English)
16) 发售文件证号销售批文副本(Copy for the Property Sales Permit)
17) 总规划图和各功能区图则(附可修改之电脑档案)
(Layout and design diagrams for all functional areas)
18) 项目所有外观及內部透视图(附可修改之电脑档案) (All the scenograph )
19) 建筑材料说明(Construction material specifications)
20) 项目周边规划图(附可修改之电脑档案)
(The project’s environmental design plan)
21) 详细平面图(附可修改之电脑档案) (Layout plans)
22) 发展商介紹 (背景及资料) (Background information of the developers)
23) 配套设施资料(Facilities Specifications)
24) 销售地址及电话(Sales address and telephone)
25) 停车场资料(Information on parking lot)
27) 投资回报(或回报保证)之详细资料(Investment Return Calculations)
28) 银行按揭安排详细资料(Mortgage Arrangements)
六、海外广告发布所需资料清单: 【附件二】
PREREQUISITE INFORMATION REQUIRED FOR ADVERTISING OVERSEAS
1) 土地使用证(及副本) Land Use Certificate
2) 房屋预售许可证(及副本) Property Pre-sale Permit
3) 销售许可证(及副本) Property Sales Permit
4) 国内律师确认信Confirmation letter from a Chinese attorney
5) 海外律师证明国内律师可执业确认信
Confirmation letter from overseas attorney to recognize the Chinese attorney’s
right to practice
6) 银行为楼盘提供楼宇按揭的证明
Proof issued by Banks for Mortgage Arrangements
7) 委托投放电视广告书
Appointment Letters from the developer for Advertising Placement
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