群星演唱会营销策划(中英文)

Coordinate Marketing Activities
Name: John
Chinese Name: Zhang Yuxuan
Department: Foreign Languages
Professional: Events
Class: 1002
Student ID: 2010210615
Date: December 1,2011
Coordinate
Marketing 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
2011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。

不仅举办菊展，还同时开展丰富
开封菊花会会开幕晚会多彩的文艺表演、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。

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
在百度新闻、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（10人10天）
活动其他开支：5000元
合计：29000元
2011(Kaifeng station) Stars Concert
Marketing Plan
Curator: Zhang Yuxuan
Summary
Kaifeng along the Yellow
River in Central China is an important tourist destination in recent years by China National Tourism Administration named
the outstanding tourist city. Long history, rich cultural
heritage, so enjoy
a move Kaifeng city, cultural city, the ancient capitalof Song, Ju city's reputation. Monuments throughout the city and county, vaguely ancient style to be found, features a rich folk culture, gorgeous Chrysanthemum, showing theancient
capital of charm and charisma. With the development
of Kaifeng culture step, untilthe end of 2011, to welcome the arrival of 2012, invited go to Luo, Jolin Tsai, Fahrenheitand other star
of stars in the New Year's Eve concert held in Kaifeng.
Ⅰ: Market Analysis
1. Objectives and tasks concert
Kaifeng has been in the forefront of national and cultural
city, but never held a single largeStars concert. By organizing large-scale concert in Kaifeng, Kaifeng and cultural promotion,to
improve the visibility of Kaifeng in the country.
2. Market Situation and Strategy
Held during the first half of 2011 Zhengkai
International Marathon in 2011, making theKaifeng in the country and the world greatly increased the visibility of the second half of the 29th Kaifeng Chrysanthemum flower industry successful opening, invit ed to the openingparty star of many sides, more is to
improve the visibility of Kaifeng in China. At the same time, many of the concerts, the rise of a small concert in Kaifeng, Kaifeng in culture makesa lot of pressure faced.
Competitive Strategy: To enhance the visibility
of Kaifeng, Kaifeng increased star concertat the
opportunity, through market research analysis to develop a different strategy. Rich cultural heritage through Kaifeng, combined with the occasion of the end of 2011, to attract more star in this concert.
3. Analysis of major competitors
Kaifeng Kaifeng year mainly rock music
festival, opening party Kaifeng chrysanthemumflower, M-Zone national tour.
Name Superiority
Excellent collection of multi-
branch, Henan Province, Henan
Kaifeng Rock Festival Province, famous bands
andmusicians. Has first-
class technology and first-
class equipment,
with many fans, dustcollection
of the
band, 103 band, quiet fire band,
live band and other fossils.
Kaifeng chrysanthemum show wi ll be opening Party
Not
only held Juzhan, while also carr ying out a variety of cultural performances, folk performances, calligraphy pen wil l, photographic exhibitions, book fairs and other
culturalactivities, culture, frui tful economic and
trade negotiations, product promotion, investment,trade and economic activities, snacks and other exhibitions, to carry
out independentdistinctive touris m promotion, tourism has become a unique brand of Kaifeng.
M-Zone country tour
Have stars of the Mainland
Kaifeng has a
certain influence
Performance
team are professionals
2011 (Kaifeng station) Stars concert SWOT analysis S(Superiority) W(weaknesses)
1.Professional media planning team
2.Star of many
3.And near the provincial capital
1.For high consumption of people
2.Cost is too high
O(opportunities) T(threats)
1.The end of 2011, the dawn of 2012
Improved living
2.standards, abundant leisure time to pursue
1.Increasingly
fierce competition in the industry
2.Concert venue requirements are too high, there is no
suitable performance in place ofKaifeng
Ⅱ: Marketing Strategy
1 .marketing objectives / expected results
Occupy Kaifeng cultural market, each concert will be not less than 8,000 people. Once a year a large concert.
2. the target population
1) high consumption of the population
2) Star fans
3) the pursuit of rich people living
4) cultural musicians
3 action plan case
(1) events
Pre-campaign:
The main concert crowd in the following four categories: high consumption of the population, the stars of the fans, the pursuit of a rich life, people, culture, music and so on.From the
above perspective, we conclude that the main pre-publicity surrounding the large secondary schools, supermarkets, residential area near
the flow of people and larger areas.
Primary school in Kaifeng around all by hand the creation of specialized consulting services point of
this special promotional activities by line. At the same time, in-depth plotfor the residents of single-page release,
the concert will be explained.
The main area in Kaifeng all around by the office staff set up a special point of consulting services, specifically for the event by the line of propaganda. At the same time, in-depth plot for the residents of single-page release, the concert will be explained.
Use of promotional advertising
First: Mobile banner ads
Flow of buses play in Kaifeng banner, that the subject
of publicity (New Year's Eveconcert stars)
Second: posters, leaflets
Be issued in the supermarkets
Third: the press publicity
Evening in Kaifeng Bianliang publicity.
Fourth: the network media
In Baidu News, Sohu and other
major news media publicity sites
Ⅲ: budget
⌝ venue rental fee: $ 10000
⌝ the ad spending: $ 5,000
⌝ entertainment and equipment: $ 5,000
⌝ temporary staff service: $ 4000
Leaflets staff: 40 per person per day (10 person 10 days)
⌝ activities other expenses: $ 5,000
Total: $ 29,000。