1、群星演唱会营销策划中英文CoordinateMarketing ActivitiesName: John Chinese Name: Zhang Yuxuan Department: Foreign Languages Professional: Events Class: 1002 Student ID: 2010210615 Date: December 1,2011 CoordinateMarketing Activities英文名字: John 中文名字: 张羽轩 系别: 外语系 专业: 会展策划与管理 班级: 1002 学号: 2010210615 日期: 2011年12月1日 20
2、11年(开封站)群星演唱会营销策划方案策划人:张羽轩摘要开封是中原地区黄河沿线重要的旅游城市,近几年被国家旅游局命名为中国优秀旅游城市。悠久的历史,深厚的文化积淀,使开封享有七朝都会、文化名城、大宋故都、菊城之盛名。遍布市县的名胜古迹,依稀可寻的古城风貌,特色浓郁的民俗文化,绚丽多姿的秋菊,显示了古都的风韵和魅力。随着开封文化的大步发展,时至2011年年末,为迎接2012的到来,特邀请到罗志祥、蔡依林、飞轮海等当红明星在开封举行跨年群星演唱会。一:市场分析1演唱会的目标和任务开封一直处于全国文化名城前列,但从未单独举办过大型群星演唱会。通过在开封举办大型演唱会,宣传开封文化,提高开封在全国的知
3、名度。2市场现状与策略2011年上半年举办过2011年郑开国际马拉松,使得开封在全国乃至全世界的知名度大大提高,下半年开封第29界菊花花会成功的开幕,在开幕晚会中邀请到诸多两岸当红明星,更是提高了开封在国内的知名度。但同时,诸多的音乐会、小型演唱会在开封兴起,使得开封在文化方面面临很大的压力。竞争策略:要想提高开封的知名度,增加明星在开封举办演唱会的机会,通过市场调查分析后制定了差异化策略。通过开封深厚的文化底蕴,结合2011年末之际,吸引更多的明星在此开演唱会。3.主要竞争对手分析开封每年主要有开封摇滚音乐节、开封菊花花会开幕晚会、动感地带全国巡回演出。名称优势开封摇滚音乐节汇集河南省多支优
4、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(
5、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。在开封主要的各个学校周围,由专人设
6、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。同时,深入小区,对居民进行单页的发放,对演唱会进行讲解。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:400
7、0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(Kaifengstation)Stars ConcertMarketing PlanCurator:Zhang YuxuanSummaryKaifengalongthe Yellow Riverin Central Chinaisan importanttourist destinationin recent yearsbyChinaNational Tourism Administrationnamed theoutstandingtourist city.Long history,rich c
8、ultural heritage,soenjoyamoveKaifengcity,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 ofKaifengc
9、ulturestep, untilthe end of 2011, to welcomethe arrival of2012, invitedgo toLuo, Jolin Tsai, Fahrenheitand otherstar ofstarsin theNew Years Eveconcertheld inKaifeng.:Market Analysis1.Objectives and tasksconcertKaifenghas been inthe forefront ofnationaland cultural city,but neverhelda singlelargeStar
10、s concert.Byorganizing large-scaleconcertinKaifeng,Kaifengand culturalpromotion,to improvethe visibility ofKaifengin the country.2.Market Situationand StrategyHeldduring the first halfof 2011Zhengkai InternationalMarathonin 2011, making theKaifengin the countryand the worldgreatly increasedthe visib
11、ility ofthe second half ofthe 29thKaifengChrysanthemumflowerindustrysuccessfulopening,invitedtothe openingpartystar ofmanysides, moreis to improvethevisibility ofKaifengin China.At the same time,many of theconcerts,the rise ofa smallconcertinKaifeng,Kaifengin culturemakesa lot of pressurefaced.Compe
12、titive Strategy:Toenhancethe visibility ofKaifeng,Kaifengincreasedstarconcertatthe opportunity,throughmarket researchanalysisto developadifferent strategy.Rich cultural heritagethroughKaifeng, combined withthe occasion ofthe end of 2011,to attract morestarinthisconcert.3.Analysis ofmajor competitors
13、KaifengKaifengyearmainlyrockmusic festival,openingpartyKaifengchrysanthemumflower,M-Zonenational tour.NameSuperiorityKaifengRock FestivalExcellentcollection ofmulti-branch, Henan Province,Henan Province,famousbands andmusicians.Has first-classtechnology andfirst-classequipment, withmanyfans,dustcoll
14、ection ofthe band,103band,quietfireband, liveband and otherfossils.Kaifengchrysanthemumshowwillbeopening Party Not onlyheldJuzhan,whilealsocarrying outa variety ofcultural performances,folk performances,calligraphypenwill,photographicexhibitions,book fairsand other culturalactivities,culture,fruitfu
15、leconomic and tradenegotiations,product promotion,investment,trade and economicactivities,snacksand otherexhibitions,to carry outindependentdistinctivetourismpromotion,tourismhas become auniquebrand ofKaifeng.M-ZonecountrytourHave stars ofthe MainlandKaifenghasa certaininfluencePerformance teamarepr
16、ofessionals2011 (Kaifengstation)Stars 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,the dawn of2012Improved living 2.standards,abu
17、ndantleisure timeto pursue1.Increasingly fiercecompetition in the industry2.Concertvenuerequirements are too high,there is no suitableperformanceinplace ofKaifeng:Marketing Strategy1.marketing objectives/expected resultsOccupyKaifengcultural market,each concertwill benot less than8,000 people.Once a
18、 yeara largeconcert.2.the target population1)high consumptionof the population2)Starfans3) the pursuit ofrichpeopleliving4) culturalmusicians3actionplan case(1)eventsPre-campaign:Themainconcertcrowdin the followingfour categories:high consumptionof the population, the starsof thefans, the pursuit of
19、a richlife,people,culture,musicand so on.From the aboveperspective,we conclude thatthe mainpre-publicitysurrounding thelarge secondary schools, supermarkets,residential areanear theflow of peopleandlarger areas.Primaryschoolin Kaifengaroundallbyhandthe creation of specializedconsulting servicespoint
20、of thisspecialpromotionalactivitiesbyline.At the same time,in-depth plotfor the residentsof single-pagerelease, theconcertwillbeexplained.The mainareain Kaifengallaroundby theoffice staffset up a specialpointofconsulting services,specificallyforthe eventby the line ofpropaganda.At the same time,in-d
21、epth plotfor the residentsof single-pagerelease, theconcertwillbeexplained.Use ofpromotionaladvertisingFirst: Mobilebanner adsFlow ofbusesplayinKaifengbanner,thatthe subject ofpublicity(New Years Eveconcertstars)Second:posters,leafletsBeissuedin the supermarketsThird:the presspublicityEveninginKaife
22、ngBianliangpublicity.Fourth:the networkmediaInBaidu News, Sohuand other majornewsmediapublicitysites:budget venuerental fee: $ 10000 thead spending: $ 5,000 entertainmentand equipment: $ 5,000 temporary staffservice: $ 4000 Leafletsstaff: 40per person per day(10 person 10days) activitiesother expenses: $ 5,000 Total:$ 29,000
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