"appliance + Property" In The Whole Joint Marketing Model Analysis
Chinese home appliance industry price war has been difficult to break through the
strategic bottlenecks: price cuts, hit the market, the rapid distribution in place to improve market share, and then driven production, reducing costs, which is used to trick the Chinese home appliance industry. However, in 2004, Changsha City, and a large two-room rendezvous spot hot properties for sale, Suzuki and Haier household appliances together ambitious joint promotion, which is a typical "appliance + real estate" marketing events, but time and again proved they are produced by integrated marketing happiness.
Real estate projects and home appliances brand, integrated marketing, indeed more than wave upon wave, in the occasion of the end of 2004, the author is pro-there feel, truly be said: the property market through a rare warm winter, home appliances catch Prime real estate journey a ride!
Phenomenon: the end of the year house prices soared and home appliance prices dive
Present, the national housing market is the "fever", no withdrawal, "up" continuously. Wenzhou real estate market there is no room prices, many real estate prices is January 1 or weekly price. As the two cities of Changsha, there have been rare sight in recent years, Average price of 2,450 yuan per square meter from Cuangao to more than 2,600 yuan, 3,000 yuan in urban areas within the unit housing generally easy to sell, Hunan Province since September higher than the national average growth rate for the first time real estate growth. Several real estate is within the subscription period will appear in the hot rush scene.
At the end of the year with house prices soaring
contrast, the household appliance market, launched an unprecedented auction sales, or even a fan of a dollar, five dollars of TV. The appliance end of the year in this war, the price becomes the final promotional tool, so many home appliances have to price goods diving, coupled with this year's "warm winter" phenomenon, leaving some loss in the storage appliance.
In such a "bad one containing a" big situation, shrewd businessmen have found a clever marketing rules?? "Real estate + appliance" complex sales. In Changsha, the recent opening of the Hexi a large Riverview community projects, and with the office opened in Hexi new home appliance chain in a well-known businessmen to launch a joint promotion of the drama, both sides get a satisfactory harvest: opening three-day sale 90 sets of houses, shopping centers and the home appliances are to achieve sales volume of 3,000 million.
Recently, the industry recognized the annual event is: in November 2001, Kelon harmony combination of health initiatives in the real estate and home appliances to create a precedent for marriage; October 2002 Haier Olympic Garden with warm southern intercourse; 2003 December U.S. brand of choice and interpretation of marketing Aoyuan work miracles, March 2004 Mangrove West Bank and LG, Honeywell and other brand appliances wine made to join. The end of 2004, Haier, Chunlan, the United States of such well-known household electrical appliance enterprises in Shanghai to sign a few well-known developers of large orders for several million.
"Appliance + real estate" marketing model, first appeared in the early 21st century. Since the Ministry of Housing Industrialization Promotion Center formally awarded the nation's first fine decorated house on the implementation details of goods and related technical standards, "a place in interior decoration goods Regulations" and "a place of commercial housing decoration materials, parts technical points" after Hope you can achieve a win-win of this marketing mode has been widely used in various real estate projects and home appliances brand.
Psychology: New Year new properties matched with new appliances
At the end of the year and the Spring Festival period, although consumers were generally stronger purchasing power and the desire to buy, but still be careful on the target consumer segments, analysis of their mentality, habits and preferences and even, according to a comprehensive analysis from the data for marketing design and planning. Most of the sales practices were actually promotions for the consumer, in the short term interests and cause consumers to buy buy passion, increase sales.
Development of "appliance + property" in the complex marketing plan must be based on full analysis of the consumer base. Even those who have purchased the appliance somewhere in the real estate owners survey the situation to its previous use of home appliances, personal interests and hobbies, the area to buy a house, furniture, household appliances will be additional, price expectations and so on for investigation.
"appliance + Property" In The Whole Joint Marketing Model Analysis
By: dpdo
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