目 录
CONTENTS
第一章 /小区推广 ································································································· 2第一节 辖区内新建住宅小区的摸底 ························································· 2第二节 小区关系的初步建立和跟进 ························································· 3第三节 开展宣传推广活动，立体适势 ····················································· 4第四节 围绕小区紧抓装饰公司，最大限度地促成销售 ························· 5第五节 小区推广的形象展具与宣传用品 ················································· 6第六节 适合小区的促销工具 ····································································· 7第七节 两种常规小区的操作方法 ····························································· 8第八节 小区的售后服务 ··········································································· 13第九节 小区推广人员的管理与考核 ······················································· 14第二章 /“泛小区”推广 ···················································································· 17第一节 各类型场地或终端活动执行诠释 ················································· 17第二节 不同推广方式的操作模式与方法 ················································· 21第三节 户外推广标准话术 ········································································· 27附件：小区服务站项目操作说明 ······························································· 31第三章 /推广常用工具箱 ···················································································· 37工具一 《推广简报编撰格式》 ··································································· 37工具二 各种场地类型推广使用的物料设置（供参考）························· 40工具三 《小区楼盘信息表》 ······································································· 41工具四 活动方式选择方法（供参考）····················································· 42
工具五 路演工作细化进度表 ··································································· 44工具六 团购的操作步骤及流程 ······························································· 51工具七 小区样板房推广协议（样稿）····················································· 53工具八 XX工程家装合作协议 ·································································· 58
第四章 /设计师推广 ···························································································· 64第一节 设计师推广的目标和策略 ··························································· 64第二节 家装设计师推广 ··········································································· 65案例 OSN2005设计师沙龙方案 ···································································· 72案例 室内设计师沙龙执行方案··································································· 77第三节 工装设计师推广 ··········································································· 82案例 某企业年度工装设计推广方案··························································· 88案例 设计师推广——高校环境艺术主题年暨环境艺术设计高峰论坛··· 93第五章 /工装推广 ······························································································ 102第一节 工装架构搭建与管理 ································································· 102第二节 工装业务种类与操作流程 ························································· 107第三节 工装实战技巧 ··············································································113第六章 /隐性渠道推广工具 ···············································································119工具一 隐性渠道推广活动签到表 ··························································119工具二 隐性渠道培训意见反馈表 ························································· 120工具三 隐性渠道推广活动费用核销表 ················································· 121工具四 隐性渠道推广活动总结报告 ····················································· 122工具五 隐性渠道推广活动申请表 ························································· 123工具六 受邀隐性渠道资料报备表 ························································· 124工具七 隐性渠道信息汇总表 ································································· 125
工具八 隐性渠道信息档案表 ································································· 126工具九 隐性渠道考核标准（过程考核）··············································· 127工具十 工程项目客户档案信息表 ························································· 129工具十一 工程项目信息汇总表 ····························································· 130工具十二 设计上图表 ············································································· 130工具十三 上图费用申请表 ····································································· 131
第七章 /终端生动化推广 ·················································································· 134第一节 店面生动化布置 ········································································· 134第二节 专业市场的生动化布置 ····························································· 145第三节 “远终端”——新建楼盘的生动化布置 ··································· 146第四节 传递促销信息的生动化布置 ····················································· 149
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