群星演唱会营销策划中英文Word格式.docx

1、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

2、人群2 成本太高O（机遇）T（威胁）12011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

3、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 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

4、（10人10天） 活动其他开支：5000元 合计：29000元2011（Kaifengstation）Stars ConcertMarketing PlanCurator:Zhang YuxuanSummaryKaifengalongthe Yellow Riverin Central Chinaisan importanttourist destinationin recent yearsbyChinaNational Tourism Administrationnamed theoutstandingtourist city.Long history,rich cultural herit

5、age,soenjoyamovecity,cultural city,the ancient capitalof Song, Ju citysreputation.Monumentsthroughout thecity and county,vaguelyancient styleto be found, featuresa richfolk culture, gorgeousChrysanthemum, showing theancient capitalofcharmandcharisma.With thedevelopment ofculturestep, untilthe end of

6、 2011, to welcomethe arrival of2012, invitedgo toLuo, Jolin Tsai, Fahrenheitand otherstar ofstarsin theNew Years Eveconcertheld inKaifeng.:Market Analysis1.Objectives and tasksconcerthas been inthe forefront ofnationaland cultural city,but neverhelda singlelargeStars concert.Byorganizing large-scale

7、inKaifeng,and culturalpromotion,to improvethe visibility ofin the country.2.Market Situationand StrategyHeldduring the first halfof 2011Zhengkai InternationalMarathonin 2011, making theKaifengin the countryand the worldgreatly increasedthe second half ofthe 29thChrysanthemumflowerindustrysuccessfulo

8、pening,invitedtothe openingpartymanysides, moreis to improvethevisibility ofin China.At the same time,many of theconcerts,the rise ofa smallin culturemakesa lot of pressurefaced.Competitive Strategy:Toenhanceincreasedstarconcertatthe opportunity,throughmarket researchanalysisto developdifferent stra

9、tegy.Rich cultural heritageKaifeng, combined withthe occasion ofthe end of 2011,to attract morethisconcert.3.Analysis ofmajor competitorsyearmainlyrockmusic festival,openingpartychrysanthemumflower,M-Zonenational tour.NameSuperiorityRock FestivalExcellentcollection ofmulti-branch, Henan Province,Hen

10、an Province,famousbands andmusicians.Has first-classtechnology andfirst-classequipment, withfans,dustcollection ofthe band,103band,quietfireband, liveband and otherfossils.chrysanthemumshowwillbeopening Party Not onlyJuzhan,whilealsocarrying outa variety ofcultural performances,folk performances,cal

11、ligraphypenwill,photographicexhibitions,book fairsand other culturalactivities,culture,fruitfuleconomic and tradenegotiations,product promotion,investment,trade and economicactivities,snacksand otherto carry outindependentdistinctivetourismpromotion,has become auniquebrand ofcountrytourHave stars of

12、the Mainlandhasa certaininfluencePerformance teamareprofessionals2011 （KaifengStars concertSWOT analysisS（Superiority）W（weaknesses）1.Professional mediaplanning team2.Star ofmany3.Andnearthe provincial capital1.Forhigh consumptionof people2.Cost is too highO（opportunities）T（threats）1.The end of 2011,

13、the dawn of2012Improved living 2.standards,abundantleisure timeto pursue1.Increasingly fiercecompetition in the industry2.Concertvenuerequirements are too high,there is no suitableperformanceplace ofKaifeng:Marketing Strategy1.marketing objectives/expected resultsOccupycultural market,each concertwi

14、ll benot less than8,000 people.Once a yeara largethe target population1）of the population2）Starfans3） the pursuit ofrichpeopleliving4） culturalmusicians3actionplan case（1）eventsPre-campaign:Themaincrowdin the followingfour categories:of the population, the starsof thefans, the pursuit oflife,people,

15、musicand so on.From the aboveperspective,we conclude thatthe mainpre-publicitysurrounding thelarge secondary schools, supermarkets,residential areanear theflow of peoplelarger areas.Primaryschoolin Kaifengaroundallhandthe creation of specializedconsulting servicespointof thisspecialpromotionalactivi

16、tiesline.in-depth plotfor the residentsof single-pagerelease, theexplained.The mainareaby theoffice staffset up a specialconsulting services,specificallyforthe eventby the line ofpropaganda.in-depth plotfor the residentsUse ofadvertisingFirst: Mobilebanner adsFlow ofbusesplaybanner,thatthe subject o

17、fpublicity（New Years Eveconcertstars）Second:posters,leafletsBeissuedin the supermarketsThird:the presspublicityEveningBianliangpublicity.Fourth:the networkmediaInBaidu News, Sohuand other majornewsmediasites:budget rental fee: $ 10000ad spending: $ 5,000entertainmentand equipment:temporary staffservice: $ 4000 Leafletsstaff: 40per person per day（10 person 10days）other expenses:Total:$ 29,000