目 錄
CONTENTS
第一章 /小區推廣 ································································································· 2第一節 轄區內新建住宅小區的摸底 ························································· 2第二節 小區關係的初步建立和跟進 ························································· 3第三節 開展宣傳推廣活動，立體適勢 ····················································· 4第四節 圍繞小區緊抓裝飾公司，最大限度地促成銷售 ························· 5第五節 小區推廣的形象展具與宣傳用品 ················································· 6第六節 適閤小區的促銷工具 ····································································· 7第七節 兩種常規小區的操作方法 ····························································· 8第八節 小區的售後服務 ··········································································· 13第九節 小區推廣人員的管理與考核 ······················································· 14第二章 /“泛小區”推廣 ···················································································· 17第一節 各類型場地或終端活動執行詮釋 ················································· 17第二節 不同推廣方式的操作模式與方法 ················································· 21第三節 戶外推廣標準話術 ········································································· 27附件：小區服務站項目操作說明 ······························································· 31第三章 /推廣常用工具箱 ···················································································· 37工具一 《推廣簡報編撰格式》 ··································································· 37工具二 各種場地類型推廣使用的物料設置（供參考）························· 40工具三 《小區樓盤信息錶》 ······································································· 41工具四 活動方式選擇方法（供參考）····················································· 42
工具五 路演工作細化進度錶 ··································································· 44工具六 團購的操作步驟及流程 ······························································· 51工具七 小區樣闆房推廣協議（樣稿）····················································· 53工具八 XX工程傢裝閤作協議 ·································································· 58
第四章 /設計師推廣 ···························································································· 64第一節 設計師推廣的目標和策略 ··························································· 64第二節 傢裝設計師推廣 ··········································································· 65案例 OSN2005設計師沙龍方案 ···································································· 72案例 室內設計師沙龍執行方案··································································· 77第三節 工裝設計師推廣 ··········································································· 82案例 某企業年度工裝設計推廣方案··························································· 88案例 設計師推廣——高校環境藝術主題年暨環境藝術設計高峰論壇··· 93第五章 /工裝推廣 ······························································································ 102第一節 工裝架構搭建與管理 ································································· 102第二節 工裝業務種類與操作流程 ························································· 107第三節 工裝實戰技巧 ··············································································113第六章 /隱性渠道推廣工具 ···············································································119工具一 隱性渠道推廣活動簽到錶 ··························································119工具二 隱性渠道培訓意見反饋錶 ························································· 120工具三 隱性渠道推廣活動費用核銷錶 ················································· 121工具四 隱性渠道推廣活動總結報告 ····················································· 122工具五 隱性渠道推廣活動申請錶 ························································· 123工具六 受邀隱性渠道資料報備錶 ························································· 124工具七 隱性渠道信息匯總錶 ································································· 125
工具八 隱性渠道信息檔案錶 ································································· 126工具九 隱性渠道考核標準（過程考核）··············································· 127工具十 工程項目客戶檔案信息錶 ························································· 129工具十一 工程項目信息匯總錶 ····························································· 130工具十二 設計上圖錶 ············································································· 130工具十三 上圖費用申請錶 ····································································· 131
第七章 /終端生動化推廣 ·················································································· 134第一節 店麵生動化布置 ········································································· 134第二節 專業市場的生動化布置 ····························································· 145第三節 “遠終端”——新建樓盤的生動化布置 ··································· 146第四節 傳遞促銷信息的生動化布置 ····················································· 149
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