房地产营销策划分步式实解（读书笔记）

[{ "id" : "2", "name" : "房地产营销策划-客户开发
", "children" : [ { "id" : "3", "name" : "房地产项目异地客源拓展", "children" : [ { "id" : "5", "name" : "房地产异地客源拓展前期策划", "children" : [ { "id" : "7", "name" : "可行性评估", "children" : [ { "id" : "9", "name" : "产品类型", "children" : [ { "id" : "11", "name" : "住宅", "children" : [ ] }, { "id" : "13", "name" : "商业地产", "children" : [ ] }, { "id" : "15", "name" : "办公产品SOHO", "children" : [ ] } ] }, { "id" : "17", "name" : "城市的辐射力", "children" : [ { "id" : "19", "name" : "政治中心", "children" : [ ] }, { "id" : "21", "name" : "文化中心", "children" : [ ] }, { "id" : "23", "name" : "经济中心", "children" : [ ] }, { "id" : "25", "name" : "交通枢纽", "children" : [ ] } ] }, { "id" : "27", "name" : "品牌知名度", "children" : [ { "id" : "29", "name" : "知名度高能树立异地购房者信心", "children" : [ ] } ] }, { "id" : "31", "name" : "项目自身规模", "children" : [ { "id" : "33", "name" : "规模小，异地拓客必要性不强", "children" : [ ] }, { "id" : "35", "name" : "规模大或本地竞争激烈，或需要异地拓客", "children" : [ ] } ] }, { "id" : "37", "name" : "经济性", "children" : [ { "id" : "39", "name" : "异地宣传、通讯、交通费用", "children" : [ ] }, { "id" : "41", "name" : "针对性选择区域", "children" : [ ] } ] } ] }, { "id" : "43", "name" : "异地市场调研", "children" : [ { "id" : "45", "name" : "调研前期准备", "children" : [ { "id" : "47", "name" : "资料搜集和整合", "children" : [ ] }, { "id" : "49", "name" : "制定调研计划", "children" : [ ] } ] }, { "id" : "51", "name" : "异地实地考察3个“看”", "children" : [ { "id" : "53", "name" : "看地", "children" : [ ] }, { "id" : "55", "name" : "看人", "children" : [ ] }, { "id" : "57", "name" : "看项目", "children" : [ ] } ] }, { "id" : "59", "name" : "异地调研报告撰写", "children" : [ { "id" : "61", "name" : "选择报告的切入点", "children" : [ ] }, { "id" : "63", "name" : "选择报告逻辑", "children" : [ ] }, { "id" : "65", "name" : "观点提炼与汇总", "children" : [ ] } ] } ] }, { "id" : "67", "name" : "客户群定位", "children" : [ { "id" : "69", "name" : "区别消费者异地置业的3种目的", "children" : [ { "id" : "71", "name" : "业主用来自主", "children" : [ ] }, { "id" : "73", "name" : "用来投资、出租或转手续获利", "children" : [ ] }, { "id" : "75", "name" : "投资和自住结合，业主自己分时度假等", "children" : [ ] } ] }, { "id" : "77", "name" : "关注异地置业4类消费主力人群", "children" : [ { "id" : "79", "name" : "商务人士", "children" : [ ] }, { "id" : "81", "name" : "演艺界人士和体育名人", "children" : [ ] }, { "id" : "83", "name" : "投资型置业者", "children" : [ ] }, { "id" : "85", "name" : "异地养老者", "children" : [ ] } ] }, { "id" : "87", "name" : "绘制拓客地图", "children" : [ { "id" : "89", "name" : "目标客户区域设定", "children" : [ ] }, { "id" : "91", "name" : "拓客区域设定", "children" : [ ] }, { "id" : "93", "name" : "物业类型设定", "children" : [ ] }, { "id" : "95", "name" : "具体地点设定", "children" : [ ] } ] } ] }, { "id" : "97", "name" : "异地拓客模式", "children" : [ { "id" : "99", "name" : "根据地模式", "children" : [ ] }, { "id" : "101", "name" : "区域深耕模式", "children" : [ ] }, { "id" : "103", "name" : "蛙跳模式", "children" : [ ] }, { "id" : "105", "name" : "3+X模式", "children" : [ ] }, { "id" : "107", "name" : "全面开花模式", "children" : [ ] } ] } ] }, { "id" : "109", "name" : "异地客源拓展实施策略", "children" : [ { "id" : "111", "name" : "房地产异地拓客的6种方式", "children" : [ { "id" : "113", "name" : "设立长期固定展位", "children" : [ ] }, { "id" : "115", "name" : "异地驻点多媒体展示", "children" : [ ] }, { "id" : "117", "name" : "与论坛、社团合作活动", "children" : [ ] }, { "id" : "119", "name" : "举办异地巡展活动", "children" : [ ] }, { "id" : "121", "name" : "与当地旅游机构合作", "children" : [ ] } ] }, { "id" : "123", "name" : "异地拓客宣传的4个特殊要素", "children" : [ { "id" : "125", "name" : "城市品牌", "children" : [ ] }, { "id" : "127", "name" : "项目的投资价值", "children" : [ ] }, { "id" : "129", "name" : "开发商的信誉和实力", "children" : [ ] }, { "id" : "131", "name" : "物业管理", "children" : [ ] } ] }, { "id" : "133", "name" : "异地营销的2种方式", "children" : [ { "id" : "135", "name" : "异地直销拓客", "children" : [ ] }, { "id" : "137", "name" : "异地分销代理", "children" : [ ] } ] } ] }, { "id" : "139", "name" : "异地拓客驻点的管理", "children" : [ { "id" : "141", "name" : "异地拓客驻点的3种功能定位", "children" : [ { "id" : "143", "name" : "销售中心", "children" : [ ] }, { "id" : "145", "name" : "拓展渠道的办事处", "children" : [ ] }, { "id" : "147", "name" : "客服中心", "children" : [ ] } ] }, { "id" : "149", "name" : "异地拓客驻点与本部的3种信息传递方案", "children" : [ { "id" : "151", "name" : "灵活选择信息传递方式，减少中间环节", "children" : [ ] }, { "id" : "153", "name" : "专人负责与本部的联络工作", "children" : [ ] }, { "id" : "155", "name" : "让顾客前往项目所在地做进一步了解", "children" : [ ] } ] }, { "id" : "157", "name" : "异地拓客团队架构设计", "children" : [ ] }, { "id" : "159", "name" : "异地营销人员薪酬管理", "children" : [ ] } ] } ] }, { "id" : "161", "name" : "房地产客户关系管理", "children" : [ { "id" : "163", "name" : "全方位执行房地产客户关系管理", "children" : [ { "id" : "165", "name" : "广义的房地产客户关系管理对象", "children" : [ { "id" : "167", "name" : "员工", "children" : [ ] }, { "id" : "169", "name" : "政府", "children" : [ ] }, { "id" : "171", "name" : "顾客", "children" : [ ] }, { "id" : "173", "name" : "供应商", "children" : [ ] }, { "id" : "175", "name" : "分销商", "children" : [ ] }, { "id" : "177", "name" : "房地产同行和媒体", "children" : [ ] } ] }, { "id" : "179", "name" : "维护客户关系的内部组织结构", "children" : [ { "id" : "181", "name" : "建立三级客户服务体系", "children" : [ ] }, { "id" : "183", "name" : "规范的服务处理流程", "children" : [ ] }, { "id" : "185", "name" : "岗位说明书种描述客户群体和特点", "children" : [ ] }, { "id" : "187", "name" : "员工交叉培训", "children" : [ ] }, { "id" : "189", "name" : "自建物业管理公司", "children" : [ ] } ] }, { "id" : "191", "name" : "客户组织化管理——客户会", "children" : [ { "id" : "193", "name" : "房地产客户会现存的3类问题", "children" : [ { "id" : "195", "name" : "缺乏战略性思考", "children" : [ ] }, { "id" : "197", "name" : "缺乏实质内容", "children" : [ ] }, { "id" : "199", "name" : "缺乏奖励机制", "children" : [ ] } ] }, { "id" : "201", "name" : "房地产客户会的5个发展对策", "children" : [ { "id" : "203", "name" : "经常开展活动、保持会员参与度", "children" : [ ] }, { "id" : "205", "name" : "目标客户细分，开展针对性活动", "children" : [ ] }, { "id" : "207", "name" : "建立明确有效的奖励体系", "children" : [ ] }, { "id" : "209", "name" : "重视竞争前台，留住潜在客户", "children" : [ ] }, { "id" : "211", "name" : "商家联盟，编织优惠网络", "children" : [ ] } ] } ] } ] }, { "id" : "213", "name" : "项目全程贯彻客户关系管理", "children" : [ { "id" : "215", "name" : "策划设计环节", "children" : [ { "id" : "217", "name" : "目标客户筛选", "children" : [ ] }, { "id" : "219", "name" : "重视客户体验", "children" : [ ] }, { "id" : "221", "name" : "定制式客户关系营销", "children" : [ ] } ] }, { "id" : "223", "name" : "施工建设环节", "children" : [ { "id" : "225", "name" : "保障产品质量", "children" : [ ] }, { "id" : "227", "name" : "展示建筑过程", "children" : [ ] } ] }, { "id" : "229", "name" : "售中接待阶段", "children" : [ { "id" : "231", "name" : "提高房产信息透明度", "children" : [ ] }, { "id" : "233", "name" : "顺畅的接待过程", "children" : [ ] }, { "id" : "235", "name" : "客户奖励计划", "children" : [ ] }, { "id" : "237", "name" : "顾问式营销策划", "children" : [ ] } ] }, { "id" : "239", "name" : "售后阶段", "children" : [ { "id" : "241", "name" : "入驻服务", "children" : [ ] }, { "id" : "243", "name" : "呼叫中心系统", "children" : [ ] }, { "id" : "245", "name" : "客户投诉处理", "children" : [ ] }, { "id" : "247", "name" : "社区商业引入", "children" : [ ] } ] } ] }, { "id" : "249", "name" : "构建客户信息管理信息系统CRM", "children" : [ { "id" : "251", "name" : "系统界面", "children" : [ ] }, { "id" : "253", "name" : "主界面", "children" : [ ] }, { "id" : "255", "name" : "系统管理模块", "children" : [ { "id" : "257", "name" : "数据还原", "children" : [ ] }, { "id" : "259", "name" : "数据备份", "children" : [ ] }, { "id" : "261", "name" : "密码修改", "children" : [ ] } ] }, { "id" : "263", "name" : "客户信息管理模块", "children" : [ { "id" : "265", "name" : "客户需求信息", "children" : [ ] }, { "id" : "267", "name" : "客户编号管理", "children" : [ ] }, { "id" : "269", "name" : "客户信息录入", "children" : [ ] } ] }, { "id" : "271", "name" : "房屋信息管理模块", "children" : [ { "id" : "273", "name" : "房屋资料录入", "children" : [ ] }, { "id" : "275", "name" : "房屋信息显示", "children" : [ ] }, { "id" : "277", "name" : "房屋信息查询", "children" : [ ] } ] }, { "id" : "279", "name" : "销售信息管理模块", "children" : [ { "id" : "281", "name" : "房屋销售信息", "children" : [ ] }, { "id" : "283", "name" : "客户预定信息", "children" : [ ] }, { "id" : "285", "name" : "审核预定信息", "children" : [ ] } ] } ] } ] }, { "id" : "287", "name" : "客户研究分析", "children" : [ { "id" : "289", "name" : "房地产客户研究对的4个内容", "children" : [ { "id" : "291", "name" : "房地产客户分类的两种分类方法", "children" : [ { "id" : "294", "name" : "按购买力划分", "children" : [ { "id" : "296", "name" : "富豪型", "children" : [ ] }, { "id" : "298", "name" : "富裕型", "children" : [ ] }, { "id" : "300", "name" : "富贵型", "children" : [ ] }, { "id" : "302", "name" : "中产型", "children" : [ ] }, { "id" : "304", "name" : "经济型", "children" : [ ] } ] }, { "id" : "307", "name" : "按家庭结构划分", "children" : [ { "id" : "309", "name" : "青年单身", "children" : [ ] }, { "id" : "311", "name" : "新婚小家", "children" : [ ] }, { "id" : "313", "name" : "已婚丁克", "children" : [ ] }, { "id" : "315", "name" : "三口之家", "children" : [ ] }, { "id" : "317", "name" : "三代同堂", "children" : [ ] }, { "id" : "319", "name" : "二老空巢", "children" : [ ] } ] } ] }, { "id" : "321", "name" : "房地产客户的4个研究特征", "children" : [ { "id" : "323", "name" : "客户区域来源", "children" : [ { "id" : "325", "name" : "客户地图、同时兼顾项目不同的物业类型、针对目标客户的不同来源", "children" : [ ] } ] }, { "id" : "327", "name" : "客户消费来源", "children" : [ { "id" : "329", "name" : "客户资金实力、收入情况、总价承受范围等有关财务指标对的定位", "children" : [ ] } ] }, { "id" : "331", "name" : "客户身份形象", "children" : [ { "id" : "333", "name" : "主要根据客户置业特点、在营销推广中对客户形象的表述目标客户群具有身份认同感或感召力", "children" : [ ] } ] }, { "id" : "335", "name" : "客户家庭特点", "children" : [ { "id" : "337", "name" : "依据客户购买力，购房目的、家庭结构等特征判断", "children" : [ ] } ] } ] }, { "id" : "339", "name" : "房地产客户的2类购房偏好", "children" : [ { "id" : "341", "name" : "产品功能偏好", "children" : [ { "id" : "343", "name" : "户型", "children" : [ ] }, { "id" : "345", "name" : "面积", "children" : [ ] }, { "id" : "347", "name" : "周边环境", "children" : [ ] }, { "id" : "349", "name" : "交通、生活配套", "children" : [ ] } ] }, { "id" : "351", "name" : "产品情感偏好", "children" : [ { "id" : "353", "name" : "精神型", "children" : [ ] }, { "id" : "355", "name" : "拥有型", "children" : [ ] }, { "id" : "357", "name" : "商务型", "children" : [ ] }, { "id" : "359", "name" : "文化型", "children" : [ ] }, { "id" : "361", "name" : "奢华型", "children" : [ ] }, { "id" : "363", "name" : "投资型", "children" : [ ] } ] } ] }, { "id" : "365", "name" : "房地产客户满意度研究", "children" : [ { "id" : "367", "name" : "对开发商售出的房屋以及配套产品的满意度", "children" : [ { "id" : "369", "name" : "建筑质量", "children" : [ ] }, { "id" : "371", "name" : "户型与布局设计", "children" : [ ] }, { "id" : "373", "name" : "功能质量", "children" : [ ] }, { "id" : "375", "name" : "自然环境与人文环境", "children" : [ ] }, { "id" : "377", "name" : "配套娱乐设施", "children" : [ ] }, { "id" : "379", "name" : "性价比", "children" : [ ] } ] }, { "id" : "381", "name" : "对企业提供的综合配套服务的满意度", "children" : [ { "id" : "383", "name" : "销售人员服务态度", "children" : [ ] }, { "id" : "385", "name" : "销售人员服务素质", "children" : [ ] }, { "id" : "387", "name" : "售楼处环境与设施", "children" : [ ] }, { "id" : "389", "name" : "交付效率", "children" : [ ] }, { "id" : "391", "name" : "交付质量", "children" : [ ] }, { "id" : "393", "name" : "物业管理", "children" : [ ] }, { "id" : "395", "name" : "投诉服务", "children" : [ ] } ] } ] } ] }, { "id" : "397", "name" : "房地产客户研究的5种方法", "children" : [ { "id" : "399", "name" : "二手资料检索", "children" : [ { "id" : "401", "name" : "专业研究机构", "children" : [ ] }, { "id" : "403", "name" : "国内外行业协会", "children" : [ ] }, { "id" : "405", "name" : "企业合作伙伴（同行、政府、企业）", "children" : [ ] }, { "id" : "407", "name" : "国内外重点网站", "children" : [ ] }, { "id" : "409", "name" : "国内外行业出版物", "children" : [ ] }, { "id" : "411", "name" : "咨询公司数据库调研第一手数据", "children" : [ ] } ] }, { "id" : "413", "name" : "家庭座谈会辅以观察法", "children" : [ { "id" : "415", "name" : "8-10名满足条件的采访对象", "children" : [ ] }, { "id" : "417", "name" : "观察法：理解受访者表层语言下的真实意图", "children" : [ ] } ] }, { "id" : "419", "name" : "深度访谈", "children" : [ { "id" : "421", "name" : "客户访谈", "children" : [ { "id" : "423", "name" : "客户背景", "children" : [ ] }, { "id" : "425", "name" : "生活方式", "children" : [ ] }, { "id" : "427", "name" : "土地价值", "children" : [ ] }, { "id" : "429", "name" : "小区需求", "children" : [ ] }, { "id" : "431", "name" : "户型意愿", "children" : [ ] } ] }, { "id" : "433", "name" : "专业访谈", "children" : [ { "id" : "435", "name" : "与竞品对手的操盘手进行访谈或者与三级门店的业务员进行访谈，主要目的是抓住最了解客户的人", "children" : [ ] } ] }, { "id" : "437", "name" : "专家访谈", "children" : [ ] } ] }, { "id" : "439", "name" : "定量访问", "children" : [ { "id" : "441", "name" : "选取小范围内客户的真实需求作为研究样本", "children" : [ { "id" : "443", "name" : "电话访问", "children" : [ ] }, { "id" : "445", "name" : "面访访问", "children" : [ ] }, { "id" : "447", "name" : "邮寄访问", "children" : [ ] }, { "id" : "449", "name" : "网上调查", "children" : [ ] } ] } ] }, { "id" : "451", "name" : "实地调研", "children" : [ { "id" : "453", "name" : "城市概况", "children" : [ ] }, { "id" : "455", "name" : "区域配套调研", "children" : [ ] }, { "id" : "457", "name" : "客户信息收集", "children" : [ ] } ] } ] }, { "id" : "459", "name" : "房地产客户需求研究的流程", "children" : [ { "id" : "461", "name" : "研究目的", "children" : [ { "id" : "463", "name" : "不同阶段目的不同", "children" : [ { "id" : "465", "name" : "开发阶段", "children" : [ { "id" : "467", "name" : "城市进入", "children" : [ { "id" : "469", "name" : "了解客户购买力以及购房消费特征", "children" : [ ] } ] }, { "id" : "471", "name" : "土地获取", "children" : [ { "id" : "473", "name" : "了解客户从哪里来以及潜在客户特征", "children" : [ ] } ] }, { "id" : "475", "name" : "项目定位", "children" : [ { "id" : "477", "name" : "了解客户喜欢什么产品，接受什么价格", "children" : [ ] } ] }, { "id" : "479", "name" : "规划分析", "children" : [ { "id" : "481", "name" : "了解客户对于设计的产品是否满意", "children" : [ ] } ] }, { "id" : "483", "name" : "产品营销", "children" : [ { "id" : "485", "name" : "了解通过什么方式", "children" : [ ] } ] }, { "id" : "487", "name" : "客户入驻", "children" : [ { "id" : "489", "name" : "了解客户对产品和服务是否满意", "children" : [ ] } ] } ] }, { "id" : "491", "name" : "产品营销阶段", "children" : [ { "id" : "493", "name" : "前期", "children" : [ { "id" : "495", "name" : "清楚目标客户对象", "children" : [ ] }, { "id" : "497", "name" : "清楚细分市场", "children" : [ ] }, { "id" : "499", "name" : "了解目标客户的分布", "children" : [ ] } ] }, { "id" : "501", "name" : "中期", "children" : [ { "id" : "503", "name" : "了解目标客户需求的产品特征", "children" : [ ] }, { "id" : "505", "name" : "制定打动目标客户的方案", "children" : [ ] }, { "id" : "507", "name" : "制定销售方法", "children" : [ ] } ] }, { "id" : "509", "name" : "后期", "children" : [ { "id" : "511", "name" : "如何让客户重复购买", "children" : [ ] }, { "id" : "513", "name" : "如何让客户推荐购买", "children" : [ ] }, { "id" : "515", "name" : "了解品牌在客户心中是何种形象", "children" : [ ] } ] } ] } ] } ] }, { "id" : "517", "name" : "设计方案", "children" : [ { "id" : "519", "name" : "设计方案书要点", "children" : [ { "id" : "521", "name" : "研究方法的选择", "children" : [ { "id" : "523", "name" : "定性研究", "children" : [ { "id" : "525", "name" : "深入探讨细节性问题，深入挖掘精神，意识层面内容时", "children" : [ ] }, { "id" : "527", "name" : "需要向受访者展示较多的东西，并给予细致评价，如户型测试，广告片测试", "children" : [ ] }, { "id" : "529", "name" : "根据接触样本的易操作性，如高端客户适合定性研究", "children" : [ ] }, { "id" : "531", "name" : "开发商需要深度参与的时候，参与深访全过程", "children" : [ ] } ] }, { "id" : "533", "name" : "定量研究", "children" : [ { "id" : "535", "name" : "开发商特别重视数据结果，需要充分定量数据支撑的时候", "children" : [ ] }, { "id" : "537", "name" : "描述和分析一些整体上的特征和趋势，如计算容量、计算接受度的时候", "children" : [ ] }, { "id" : "539", "name" : "作为评价结果，或者考核依据的时候，如满意度的调研", "children" : [ ] } ] } ] }, { "id" : "541", "name" : "样本量的确定", "children" : [ { "id" : "543", "name" : "定性研究", "children" : [ { "id" : "545", "name" : "典型项目定性访问需要8-30组样本", "children" : [ { "id" : "547", "name" : "决定所需的信息", "children" : [ ] }, { "id" : "549", "name" : "确定大纲主要部分", "children" : [ ] }, { "id" : "551", "name" : "确定每个部分的主要问题", "children" : [ ] }, { "id" : "553", "name" : "确定问题询问的程度", "children" : [ ] }, { "id" : "555", "name" : "设计每个问题的询问方法（技巧、语气）", "children" : [ ] }, { "id" : "557", "name" : "大纲式访", "children" : [ ] } ] } ] }, { "id" : "559", "name" : "定量研究", "children" : [ { "id" : "561", "name" : "研究的样本量比定性研究的量要多，这有利于数据对的全面收集。", "children" : [ ] } ] } ] } ] } ] }, { "id" : "563", "name" : "执行项目过程", "children" : [ { "id" : "565", "name" : "定性执行", "children" : [ { "id" : "567", "name" : "巧妙处理访谈过程种的突发问题", "children" : [ ] } ] }, { "id" : "569", "name" : "定量执行", "children" : [ { "id" : "571", "name" : "全面掌控流程和善于解决突发问题", "children" : [ ] } ] } ] }, { "id" : "573", "name" : "分析资料数据", "children" : [ { "id" : "575", "name" : "笔录分析流程5步骤", "children" : [ { "id" : "577", "name" : "去除歧义样本与信息", "children" : [ ] }, { "id" : "579", "name" : "深度解读", "children" : [ ] }, { "id" : "581", "name" : "比较案例、找到差异点、单独列表", "children" : [ ] }, { "id" : "583", "name" : "合并小点", "children" : [ ] }, { "id" : "585", "name" : "针对重要差异点分析原因、特点、模式", "children" : [ ] }, { "id" : "587", "name" : "探寻要点之间的关系、相互影响", "children" : [ ] }, { "id" : "589", "name" : "提取结论", "children" : [ ] } ] } ] }, { "id" : "591", "name" : "撰写报告", "children" : [ { "id" : "593", "name" : "报告的4个内容", "children" : [ { "id" : "595", "name" : "研究概述", "children" : [ ] }, { "id" : "597", "name" : "研究结论建议", "children" : [ ] }, { "id" : "599", "name" : "研究主体和附录/附件", "children" : [ ] } ] }, { "id" : "601", "name" : "撰写报告对的原则", "children" : [ { "id" : "603", "name" : "解决问题", "children" : [ ] }, { "id" : "605", "name" : "实现亮点", "children" : [ ] }, { "id" : "607", "name" : "转换语言", "children" : [ ] } ] }, { "id" : "609", "name" : "定性与定量报告", "children" : [ ] } ] } ] }, { "id" : "612", "name" : "客户购房关键接触点分析", "children" : [ { "id" : "614", "name" : "客户看房意愿关键接触点", "children" : [ { "id" : "616", "name" : "电话咨询", "children" : [ { "id" : "618", "name" : "70%", "children" : [ ] } ] }, { "id" : "620", "name" : "项目自建推广媒体访问", "children" : [ ] }, { "id" : "622", "name" : "道路导识标志系统", "children" : [ ] } ] }, { "id" : "624", "name" : "客户购房意愿接触点", "children" : [ { "id" : "626", "name" : "楼盘特点关键接触点", "children" : [ { "id" : "628", "name" : "50%", "children" : [ ] } ] }, { "id" : "630", "name" : "购房服务关键接触点", "children" : [ { "id" : "632", "name" : "30%", "children" : [ ] } ] }, { "id" : "634", "name" : "购房紧迫感", "children" : [ { "id" : "636", "name" : "20%", "children" : [ ] } ] } ] }, { "id" : "638", "name" : "客户推荐意愿关键点", "children" : [ { "id" : "640", "name" : "意向客户阶段，推荐多发生在初次看之后", "children" : [ ] } ] } ] } ] }, { "id" : "642", "name" : "客户细分战略", "children" : [ { "id" : "644", "name" : "房地产客户细分对的核心方法", "children" : [ { "id" : "646", "name" : "常用客户细分发方法", "children" : [ { "id" : "648", "name" : "收入变量", "children" : [ ] }, { "id" : "650", "name" : "职业变量", "children" : [ ] }, { "id" : "652", "name" : "年龄变量", "children" : [ ] }, { "id" : "654", "name" : "用途变量", "children" : [ ] } ] }, { "id" : "656", "name" : "客户细分的两种创新方法", "children" : [ { "id" : "658", "name" : "Pulte Home", "children" : [ { "id" : "660", "name" : "家庭生命周期+支付能力", "children" : [ { "id" : "662", "name" : "首次置业", "children" : [ ] }, { "id" : "664", "name" : "二次置业", "children" : [ ] }, { "id" : "666", "name" : "多次置业", "children" : [ ] }, { "id" : "668", "name" : "老年回归型", "children" : [ ] }, { "id" : "670", "name" : "活跃长者", "children" : [ ] } ] } ] }, { "id" : "672", "name" : "家庭收入+房屋价值", "children" : [ ] } ] }, { "id" : "674", "name" : "客户企业利润贡献率的细分", "children" : [ { "id" : "676", "name" : "铂金客户", "children" : [ ] }, { "id" : "678", "name" : "金类客户", "children" : [ ] }, { "id" : "680", "name" : "铁类客户", "children" : [ ] }, { "id" : "682", "name" : "铅类客户", "children" : [ ] } ] } ] }, { "id" : "684", "name" : "房地产市场细分方式", "children" : [ { "id" : "686", "name" : "确定市场细分的依据或变量", "children" : [ ] }, { "id" : "688", "name" : "对细分市场的消费者进行描述", "children" : [ ] }, { "id" : "690", "name" : "选择目标市场", "children" : [ { "id" : "692", "name" : "市场", "children" : [ ] }, { "id" : "694", "name" : "风险", "children" : [ ] }, { "id" : "696", "name" : "财务", "children" : [ ] }, { "id" : "698", "name" : "渠道", "children" : [ ] }, { "id" : "700", "name" : "自身", "children" : [ ] }, { "id" : "702", "name" : "客户", "children" : [ ] } ] }, { "id" : "704", "name" : "四个细分依据", "children" : [ { "id" : "706", "name" : "地理细分", "children" : [ { "id" : "708", "name" : "地区", "children" : [ ] }, { "id" : "710", "name" : "朝向", "children" : [ ] }, { "id" : "712", "name" : "楼层", "children" : [ ] }, { "id" : "714", "name" : "配楼", "children" : [ ] } ] }, { "id" : "716", "name" : "人口细分", "children" : [ { "id" : "718", "name" : "年龄", "children" : [ ] }, { "id" : "720", "name" : "家庭规模", "children" : [ ] }, { "id" : "722", "name" : "家庭结构", "children" : [ ] }, { "id" : "724", "name" : "家庭月收入", "children" : [ ] }, { "id" : "726", "name" : "职业", "children" : [ ] }, { "id" : "728", "name" : "教育程度", "children" : [ ] } ] }, { "id" : "730", "name" : "心里细分", "children" : [ { "id" : "732", "name" : "购房动机", "children" : [ ] }, { "id" : "734", "name" : "生活方式", "children" : [ ] }, { "id" : "736", "name" : "家庭个性", "children" : [ ] }, { "id" : "738", "name" : "时机", "children" : [ ] } ] }, { "id" : "740", "name" : "行为细分", "children" : [ { "id" : "742", "name" : "时机", "children" : [ ] }, { "id" : "744", "name" : "追求的利益", "children" : [ ] }, { "id" : "746", "name" : "购前阶段", "children" : [ ] }, { "id" : "748", "name" : "使用者地位", "children" : [ ] } ] } ] } ] }, { "id" : "750", "name" : "房地产客户定位策略", "children" : [ { "id" : "752", "name" : "按收入水品划分", "children" : [ { "id" : "754", "name" : "对营销定位和策略衍生做用不大", "children" : [ ] } ] }, { "id" : "756", "name" : "按家庭结构划分", "children" : [ { "id" : "758", "name" : "目前较为广泛的模式", "children" : [ ] } ] }, { "id" : "760", "name" : "按营销属性划分", "children" : [ { "id" : "762", "name" : "这类划分标准实际上是将客户与产品、企划推广、地缘关系和经济承受能力综合考量", "children" : [ ] } ] } ] } ] }, { "id" : "764", "name" : "房地产项目拓客渠道开发与维护", "children" : [ { "id" : "766", "name" : "房地产拓客渠道开发要点", "children" : [ { "id" : "768", "name" : "拓客渠道建议遵循3个要求", "children" : [ { "id" : "770", "name" : "全面搜集信息", "children" : [ { "id" : "772", "name" : "宏观信息", "children" : [ ] }, { "id" : "774", "name" : "竞争对手信息", "children" : [ ] }, { "id" : "776", "name" : "客户信息", "children" : [ ] }, { "id" : "778", "name" : "公司信息", "children" : [ ] } ] }, { "id" : "780", "name" : "以利润作为经济标准", "children" : [ ] }, { "id" : "782", "name" : "以客户需求为出发点", "children" : [ ] } ] }, { "id" : "784", "name" : "房地产客户拓客的方式", "children" : [ { "id" : "786", "name" : "从已有客户花名册入手", "children" : [ ] }, { "id" : "788", "name" : "给潜在客户投递问候信", "children" : [ ] }, { "id" : "790", "name" : "其他", "children" : [ { "id" : "792", "name" : "亮相拉客", "children" : [ { "id" : "794", "name" : "商场巡展", "children" : [ ] }, { "id" : "796", "name" : "展会爆破", "children" : [ ] } ] }, { "id" : "798", "name" : "派单拓客", "children" : [ { "id" : "800", "name" : "商圈派单", "children" : [ ] }, { "id" : "802", "name" : "动线堵截", "children" : [ ] }, { "id" : "804", "name" : "社区覆盖", "children" : [ ] }, { "id" : "806", "name" : "油站夹报", "children" : [ ] }, { "id" : "808", "name" : "动迁嫁接", "children" : [ ] }, { "id" : "810", "name" : "竞品拦截", "children" : [ ] } ] }, { "id" : "812", "name" : "上门找客", "children" : [ { "id" : "814", "name" : "商户直销", "children" : [ ] }, { "id" : "816", "name" : "商户陌拜", "children" : [ ] } ] } ] } ] }, { "id" : "818", "name" : "房地产拓客渠道维护", "children" : [ { "id" : "820", "name" : "保证畅通的信息沟通渠道", "children" : [ { "id" : "822", "name" : "企业内部信息沟通渠道", "children" : [ ] }, { "id" : "824", "name" : "保证与代理机构的协调关系", "children" : [ ] }, { "id" : "826", "name" : "子主题", "children" : [ ] } ] }, { "id" : "828", "name" : "保证与代理机构的协调关系", "children" : [ ] } ] } ] }, { "id" : "830", "name" : "房地产常见的6种拓客渠道", "children" : [ { "id" : "832", "name" : "团购客户渠道", "children" : [ { "id" : "834", "name" : "提高客户对项目优惠点的心理预期", "children" : [ ] }, { "id" : "836", "name" : "进行意向客户精确排摸和需求落位", "children" : [ ] }, { "id" : "838", "name" : "通过优惠方式刺激需求", "children" : [ ] } ] }, { "id" : "840", "name" : "内部认购渠道", "children" : [ { "id" : "842", "name" : "低开高走", "children" : [ ] }, { "id" : "844", "name" : "严格控制认购数量和时间", "children" : [ ] }, { "id" : "846", "name" : "内部认购操作", "children" : [ ] }, { "id" : "848", "name" : "内部认购的优缺点", "children" : [ ] } ] }, { "id" : "850", "name" : "大客户拓展渠道", "children" : [ { "id" : "852", "name" : "成立大客户综合事业部", "children" : [ ] }, { "id" : "854", "name" : "在机构官网、内刊上发布窄众广告", "children" : [ ] }, { "id" : "856", "name" : "拜访大客户", "children" : [ ] } ] }, { "id" : "858", "name" : "异业联盟渠道", "children" : [ { "id" : "860", "name" : "选择联盟伙伴的8个原则", "children" : [ ] }, { "id" : "862", "name" : "识别客户需求", "children" : [ ] }, { "id" : "864", "name" : "找准契合点", "children" : [ ] }, { "id" : "866", "name" : "重视文化交流环节", "children" : [ ] }, { "id" : "868", "name" : "形成整体的品牌印象", "children" : [ ] } ] }, { "id" : "870", "name" : "散客拓展渠道", "children" : [ { "id" : "872", "name" : "派发传单", "children" : [ ] }, { "id" : "874", "name" : "进行路演", "children" : [ ] }, { "id" : "876", "name" : "摆放宣传资料", "children" : [ ] } ] }, { "id" : "878", "name" : "网络客户渠道", "children" : [ { "id" : "880", "name" : "网站拓客渠道开发", "children" : [ ] }, { "id" : "882", "name" : "微信公众号拓客", "children" : [ ] } ] } ] } ] } ] }]