群星演唱会营销策划中英文Word格式.docx
《群星演唱会营销策划中英文Word格式.docx》由会员分享,可在线阅读,更多相关《群星演唱会营销策划中英文Word格式.docx(8页珍藏版)》请在冰豆网上搜索。
开封摇滚音乐节
汇集河南省多支优秀乐队及河南省著名音乐人。
拥有一流的技术和一流的设备,拥有诸多粉丝,汇集尘埃乐队、103乐队、幽火乐队、活化石乐队等。
开封菊花会会开幕晚会
不仅举办菊展,还同时开展丰富多彩的文艺表演、民俗表演、书画笔会、摄影展览、文化书市等文化活动,开展卓有成效的经贸洽谈、产品促销、招商引资、风味小吃展销等经贸活动,开展独具特色的旅游促销活动,成为了开封独具特色的旅游品牌。
动感地带全国巡回演出
拥有内地当红明星
在开封有一定的影响力
演出团队都为专业人员
2011年(开封站)群星演唱会SWOT分析
S(优势)
W(劣势)
1.专业的媒体策划团队
2.众多当红明星
3.与省会临近
1.适合高消费的人群
2.成本太高
O(机遇)
T(威胁)
1.2011年年末,2012年来临之际
2.人们生活水平提高,追求丰富的业余生活
1.行业竞争日趋激烈
2.演唱会地点要求太高,在开封没有合适的演出地点
二:
营销策略
1.营销目标/预期效果
占据开封文化市场,每场演唱会不低于8000人。
每年开一次大型的演唱会。
2.目标人群
(1)高消费的人群
(2)明星的粉丝
(3)追求丰富生活的人群
(4)文化音乐人士
3.行动策划案
(1)活动安排
前期宣传活动:
本次演唱会主要人群有以下四类:
高消费的人群、明星们的粉丝、追求丰富生活的人群、文化音乐人等。
从以上看,我们总结出,前期的宣传主要围绕大中专学校、超市、居民小区附近及人流量较大的地区。
在开封主要的各个学校周围,由专人设立专门的咨询服务点,对这次活动经行专门的宣传。
同时,深入小区,对居民进行单页的发放,对演唱会进行讲解。
在开封主要的各个小区周围,由办事处人员设立专门的咨询服务点,对这次活动经行专门的宣传。
利用广告进行宣传
第一:
流动标语广告
在开封公交车上打出流动横幅,表明宣传的主题(跨年群星演唱会)
第二:
海报、宣传单页
在各大卖场进行发放
第三:
报刊宣传
在开封汴梁晚报进行宣传。
第四:
网络媒体宣传
在XX新闻、搜狐新闻等各大网站媒体上进行宣传
三:
经费预算
Ø
活动场地租借费:
50000元
各项广告投入:
6100元
演艺与设备:
26000元
临时员工劳务:
4000元
传单人员:
40每人每天(10人10天)
活动其他开支:
5000元
合计:
29000元
2011(Kaifeng
station)
StarsConcert
MarketingPlan
Curator:
ZhangYuxuan
Summary
Kaifeng
along
theYellowRiver
inCentralChina
is
animportant
touristdestination
inrecentyears
by
China
NationalTourismAdministration
namedthe
outstanding
touristcity.
Longhistory,
richculturalheritage,
so
enjoy
a
move
city,
culturalcity,
theancientcapitalofSong,
Ju
city'
s
reputation.
Monuments
throughoutthe
cityandcounty,
vaguely
ancientstyle
tobefound,features
arich
folkculture,gorgeous
Chrysanthemum,showingtheancientcapital
of
charm
and
charisma.
Withthe
developmentof
culture
step,untiltheendof2011,towelcome
thearrivalof
2012,invited
goto
Luo,JolinTsai,Fahrenheitandother
starof
stars
inthe
NewYear'
sEve
concert
heldin
Kaifeng.
Ⅰ:
MarketAnalysis
1.
Objectivesandtasks
concert
hasbeenin
theforefrontof
national
andculturalcity,
butnever
held
asingle
largeStarsconcert.
By
organizinglarge-scale
in
Kaifeng,
andcultural
promotion,toimprove
thevisibilityof
inthecountry.
2.
MarketSituation
andStrategy
Held
duringthefirsthalf
of2011
ZhengkaiInternational
Marathon
in2011,makingtheKaifeng
inthecountry
andtheworld
greatlyincreased
thesecondhalfof
the29th
Chrysanthemum
flower
industry
successful
opening,
invited
to
theopeningparty
many
sides,more
istoimprove
the
visibilityof
inChina.
Atthesametime,
manyofthe
concerts,
theriseof
asmall
inculture
makesalotofpressure
faced.
CompetitiveStrategy:
To
enhance
increased
star
concertat
theopportunity,
through
marketresearch
analysis
todevelop
differentstrategy.
Richculturalheritage
Kaifeng,combinedwith
theoccasionof
theendof2011,
toattractmore
this
concert.
3.
Analysisof
majorcompetitors
year
mainly
rock
musicfestival,
opening
party
chrysanthemumflower,
M-Zone
nationaltour.
Name
Superiority
RockFestival
Excellent
collectionof
multi-branch,HenanProvince,
HenanProvince,
famous
bandsandmusicians.
Hasfirst-class
technologyand
first-class
equipment,with
fans,
dustcollectionof
theband,
103
band,
quiet
fire
band,live
bandandother
fossils.
chrysanthemum
show
will
be
openingParty
Notonly
Juzhan,
while
also
carryingout
avarietyof
culturalperformances,
folkperformances,
calligraphy
pen
will,
photographic
exhibitions,
bookfairs
andotherculturalactivities,
culture,
fruitful
economicandtrade
negotiations,
productpromotion,
investment,tradeandeconomic
activities,
snacks
andother
tocarryout
independentdistinctive
tourism
promotion,
hasbecomea
unique
brandof
country
tour
Have
starsof
theMainland
has
acertain
influence
Performanceteam
are
professionals
2011(Kaifeng
Starsconcert
SWOTanalysis
S(Superiority)
W(weaknesses)
1.Professionalmedia
planningteam
2.Starof
many
3.And
near
theprovincialcapital
1.For
highconsumption
ofpeople
2.Costistoohigh
O(opportunities)
T(threats)
1.Theendof2011,
thedawnof
2012
Improvedliving2.standards,
abundant
leisuretime
topursue
1.Increasinglyfierce
competitionintheindustry
2.Concert
venue
requirementsaretoohigh,
thereisnosuitable
performance
placeofKaifeng
Ⅱ:
MarketingStrategy
1
.marketingobjectives
/
expectedresults
Occupy
culturalmarket,
eachconcert
willbe
notlessthan
8,000people.
Onceayear
alarge
thetargetpopulation
1)
ofthepopulation
2)
Star
fans
3)thepursuitof
rich
people
living
4)cultural
musicians
3
action
plancase
(1)
events
Pre-campaign:
The
main
crowd
inthefollowing
fourcategories:
ofthepopulation,thestars
ofthe
fans,thepursuitof
life,
people,
music
andsoon.Fromtheabove
perspective,
weconcludethat
themain
pre-publicity
surroundingthe
largesecondaryschools,supermarkets,
residentialarea
nearthe
flowofpeople
largerareas.
Primary
school
inKaifeng
around
all
hand
thecreationofspecialized
consultingservices
point
ofthis
special
promotional
activities
line.
in-depthplotfortheresidents
ofsingle-page
release,the
explained.
Themain
area
bythe
officestaff
setupaspecial
consultingservices,
specifically
for
theevent
bythelineof
propaganda.
in-depthplot
fortheresidents
Useof
advertising
First:
Mobile
bannerads
Flowof
buses
play
banner,
that
thesubjectof
publicity
(NewYear'
sEveconcert
stars)
Second:
posters,
leaflets
Be
issued
inthesupermarkets
Third:
thepress
publicity
Evening
Bianliang
publicity.
Fourth:
thenetwork
media
In
BaiduNews,Sohu
andothermajor
news
media
sites
Ⅲ:
budget
rentalfee:
$10000
adspending:
$5,000
entertainment
andequipment:
temporarystaff
service:
$4000
Leaflets
staff:
40
perpersonperday
(10person10
days)
otherexpenses:
Total:
$29,000