1. Reflection of market core positioning
隨著策劃機(jī)構(gòu)介入，房地產(chǎn)開發(fā)日趨規(guī)范，在樓盤沙盤模型的市場(chǎng)定位完成以后，樓盤命名就是市場(chǎng)核心定位的反映。樓盤名稱或文化底蘊(yùn)深厚，或意味深長，或灌輸新居住理念，或反映地域特征，或展示品牌形象，或訴說親情溫馨，總之與樓盤定位緊密相關(guān)。
With the intervention of planning agencies, real estate development is becoming more and more standardized. After the market positioning of the sand table model is completed, the naming of real estate is the reflection of the core market positioning. The real estate name or cultural heritage is deep, or meaningful, or inculcate new living concept, or reflect regional characteristics, or show brand image, or tell the family warmth, in short, it is closely related to the positioning of the real estate.
2．市場(chǎng)的驅(qū)動(dòng)力
2. The first driving force of the market
樓盤名稱是面向市場(chǎng)的訴求。一個(gè)極具親和力、給人以審美愉悅的樓盤名稱，可讓客戶產(chǎn)生印象，并會(huì)強(qiáng)化置業(yè)者的印象，雖然未必起決定性的作用，但富有內(nèi)涵的案名，至少可吸引目標(biāo)客戶對(duì)樓盤本身的關(guān)注，以至于引發(fā)現(xiàn)場(chǎng)看房的欲望。成功的案名使全程策劃與營銷戰(zhàn)略事倍功半。
The name of real estate is the first demand facing the market. A real estate name with affinity and aesthetic pleasure can make customers have a first impression and strengthen the first impression of home buyers. Although it may not play a decisive role, the case name with rich connotation can at least attract the attention of the target customers to the real estate itself, so as to arouse the desire to see the real estate on site. Successful case name makes the whole process planning and marketing strategy with half the effort.
3．給置業(yè)者的心理暗示
3. Psychological implications for home buyers案名的印象，貫穿于房地產(chǎn)營銷的始終，甚至在整個(gè)看房、選房、簽約的過程中，都發(fā)揮著潛移默化的作用，它的功能性、標(biāo)識(shí)性、親和力都會(huì)給顧客以強(qiáng)烈的心理暗示與鼓動(dòng)。
The first impression of the name of a case runs through the whole process of real estate marketing, even in the whole process of looking at the house, selecting a house and signing a contract. Its functionality, identity and affinity will give customers strong psychological hints and encouragement.
4．開發(fā)商給置業(yè)者的承諾
4. The promise of developers to homebuyers樓盤名稱實(shí)際上是開發(fā)商為自己樓盤向置業(yè)者的公開承諾，開發(fā)商既要使樓盤屬性、功能與樓盤名稱相一致，而且要保證名實(shí)相符——案名引發(fā)置業(yè)者美麗的憧憬與樓盤的現(xiàn)實(shí)存在相一致。
The real estate name is actually the developer's public commitment to the property owner for his own property. The developer should not only make the property and function of the property consistent with the name of the real estate, but also ensure that the name is consistent with the real estate name.
5．樓盤市場(chǎng)品牌的昭示
5. Brand announcement of real estate market好的樓盤名稱有橫空出世與非同反響之感，當(dāng)它或的職業(yè)者的喜愛和認(rèn)同時(shí)，就可以起到促進(jìn)銷售的效果，甚至可以成為品牌，這對(duì)于大型住宅區(qū)分期開發(fā)樓盤的后期銷售至關(guān)重要，意義重大。
A good real estate name has a sense of being born out of the sky and different repercussions. When it or the professional likes and recognizes it, it can promote sales and even become a brand. This is very important and significant for the later sales of the staged development of large residential areas.
