房地产策划文本的常用英文术语

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

具体实施方案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