游艇展策划书.docx

游艇展策划书.docx

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游艇展策划书

游艇展策划书

　　篇一：

20XX年游艇展项目策划书

　　20XX年中国（天津）国际游艇及设备

　　展览会项目策划书

　　参赛院校：

天津城市职业学院

　　团队名称：

Weareone

　　小组成员：

张馨予袁雪垌吴雪清

　　指导教师：

于永鑫张素霞

　　目录

　　一、展会概况...................................................................................................................................1

　　1．展会名称.............................................................................................................................1

　　2．展会时间.............................................................................................................................1

　　3．办展地点.............................................................................................................................1

　　4．办展频率.............................................................................................................................1

　　5．展会机构构成.....................................................................................................................1

（1）主办机构.................................................................................................................1

（2）承办机构.................................................................................................................1

　　（3）协办单位.................................................................................................................2

　　（4）支持单位.................................................................................................................2

　　（4）合作媒体：

.............................................................................................................2

　　6．参展范围.............................................................................................................................2

（1）船艇及游艇.............................................................................................................2

（2）码头、俱乐部及服务机构.....................................................................................2

　　（3）配件及设施、设备.................................................................................................2

　　（4）水上运动、旅游休闲产品.....................................................................................2

　　（5）豪华生活用品.......................................................................................................3

　　7．展会主题.............................................................................................................................3

（1）专业之道.................................................................................................................3

（2）奢华之路.................................................................................................................3

　　（3）休闲之旅.................................................................................................................3

　　8．展位情况图.........................................................................................................................3

（1）展馆内.....................................................................................................................3

（2）水上展位.................................................................................................................3

　　9．展会VI设计.....................................................................................................................4

　　二、可行性分析...............................................................................................................................4

　　1．宏观市场分析.....................................................................................................................4

（1）行业发展情况.........................................................................................................4

（2）政策法规..................................................................................................................5

　　（3）经济发展状况.........................................................................................................6

　　（4）社会文化环境.........................................................................................................6

　　2．微观市场环境分析.............................................................................................................7

（1）办展机构.................................................................................................................7

（2）目标客户.................................................................................................................7

　　（3）天津码头基本建设情况分析.................................................................................8

　　（4）展馆分析.................................................................................................................8

　　3．SWOT分析........................................................................................................................8

　　三、展会活动...................................................................................................................................9

　　四、宣传推广计划.........................................................................................................................11

　　1．宣传对象...........................................................................................................................11

　　2．宣传目的...........................................................................................................................11

　　3．具体流程...........................................................................................................................11

　　五、招展计划.................................................................................................................................14

　　1．招展目标...........................................................................................................................14

　　2．招展方法...........................................................................................................................14

　　3．招展流程...........................................................................................................................14

　　4．参展资格...........................................................................................................................15

　　5．展位信息...........................................................................................................................16

　　6．展位优惠...........................................................................................................................17

　　六、招商计划.................................................................................................................................18

　　1．招商原则...........................................................................................................................18

　　2．招商工作内容...................................................................................................................18

　　3．招商流程...........................................................................................................................18

　　4．广告与赞助.......................................................................................................................19

　　七、预算.........................................................................................................................................23

　　1．支出...................................................................................................................................23

　　2．收入...................................................................................................................................24

　　3．盈利...................................................................................................................................25

　　八、现场管理.................................................................................................................................26

　　1．观众登记和入场管理.......................................................................................................26

　　2．游艇展现场广告管理.......................................................................................................26

　　3．对参展商的行为管理.......................................................................................................26

　　4．安全管理...........................................................................................................................26

　　5．交通、物流管理...............................................................................................................27

　　6．餐饮管理...........................................................................................................................27

　　7．证件管理...........................................................................................................................27

　　8．参展商和观众投诉处理...................................................................................................28

　　9．新闻管理...........................................................................................................................28

　　10．知识产权保护工作.........................................................................................................28

　　11．展览会运输代理商管理.................................................................................................28

　　12．配套服务管理.................................................................................................................28

　　13．专业观众入场管理.........................................................................................................29

　　14．应急管理.........................................................................................................................29

　　背景分析

　　目前，中国船舶工业在游艇制造标准上已与国际接轨，我国在制定游艇标准方面已形成一套体系。

　　随着20XX年1月1日《游艇安全管理规定》的施行，意味着游艇跨海区巡游成为可能，这是我国游艇行业的又一重大突破。

同时，伴随着游艇生产企业的增加，成本的降低和价格的大众化，国内富裕阶层扩大和迅猛发展的旅游经济，将为我国的游艇产业发展带来全方位的机遇。

我国游艇产业正在进入有史以来最