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在实地调查天目山景观私人度假公寓云溪山居的基础上,发现此项目在营销推广上存在消费人群定位不清晰、产品买点不明确、销售推广渠道不完善、售后服务不完善等方面的不足。结合各地房产中介营销状况,并借鉴其他类似度假公寓成功的营销手段,提出了天目山度假公寓的营销优化方案,即以度假和养老人群为主,开展网络营销,旅游组团式看房,完善售后服务等措施。
On the basis of field investigation of the Tianmu Mountain Landscape Private Vacation Apartment Yunxi Mountain Residence, this project found that the marketing promotion of this project is not clear about consumer positioning, product purchase point is not clear, sales promotion channels are not perfect, after-sales service is not perfect and so on. Combined with the real estate agency marketing around the situation, and other successful resorts similar to the successful marketing of apartments, proposed Tianmushan holiday apartment marketing optimization program, that is, the main holiday and pension groups to carry out network marketing, tours group tour, improve after-sales service And other measures.