It is inevitable that some activities will be held between business, so before these activities are held, have you done a good job of planning the activities? The following is a "business event planning program 2020", which is for reference only.
Business activity planning program 2020 (a)
Our advertising slogan: feel the green nature, to create a new world of urban leisure!
Our business purpose: natural scenery, rural lifestyle, to solve the urban survival of the pressure and helplessness; to create a new world of leisure.
Part I: Feasibility Study
1, the original reason for entry
We chose the xx shopping mall as the goal of entry, because we are optimistic about the store's strong strength, mode of operation, business categories and growing popularity. Your store with x million square meters of super-large area in x city business champion, and xx business model is the world's most popular business model; your store's popularity is getting stronger and stronger, and I'm glad to hear that your store in the day of the store day sales x million yuan, creating a miracle in the industry, can be seen in the popularity of xx malls; your store in 20xx in 20xx stars to support, and in 20xx when the red star to come to xx malls, can be seen in the influence of your store; the city's leadership; the municipal government to promote the development of the city's shopping malls. The influence of your store can be seen; municipal party committee leaders, provincial party committee leaders have more than once to xx mall to inspect, visible government and leaders of your store's attention!
2, operating mode
We and your store to take the point of joint business mode, the amount of the point of negotiation; the store back management is responsible for our management, the overall management to comply with the unified arrangements of the xx shopping mall. Urban leisure farm is the most popular international a new kind of leisure industry, it is idyllic scenery, manor style as the main style, catering to the city people in pursuit of "green", "idyllic" a mentality, synthesized the city people are more interested in the rural living conditions, put the "self-tillage, self-growing, self-sustaining, self-sustaining, self-growing, self-growing, self-growing, self-sustaining". "Self-planting and self-reservation", "animal homes", "adoption of small animals", "small bridges and flowing water", A series of new leisure methods such as "other caves" and "goldfish fishing" have been synthesized to form a one-stop business for enjoying the pleasures of the idyllic countryside. It creates a brand new world in the bustling city!
You can adopt small animals here, you can name your own adopted small animals, feed your own small animals; you can also plant your own homestead here, open up the land, sowing, so that you can experience the full joy of farm life! You can also come here to fish for goldfish and take away as many as you catch! Of course, all this is subject to payment.
The decoration style is based on the green tone of the countryside, in the middle of the grass, small fish ponds, self-reserved land, cabins, pet base and a series of facilities. About 500 square meters of area is needed. We will update and maintain the store facilities from time to time!
3, the target market
With the xx shopping malls in the same medium and high-end positioning, our target group to pursue fashionable urban white-collar (women), 3-14-year-old children and teenagers are mainly to middle-aged government officials as a supplement! Positively cater to their pursuit of idyllic fun, love of small animals! This part of the customer base of the consumption ability is relatively strong, they will not spare money to pursue a natural state of leisure. And children will choose the way of play according to their own preferences, they generally have a good feeling for small animals, and parents have no other way to support their behavior than to support them! So our target market is two kinds of customer behavior: a deliberate pursuit of shape; an interest in dominating the shape!
4, market environment analysis
xx city has strong economic strength, in the national city of comprehensive strength of the top 50 evaluation, xx city ranked 18; in the national GDP of more than ten billion yuan of cities, xx city ranked 10th; in the country's 55 per capita GDP of more than 10,000 yuan in the city, xx city is at the top of the list. xx city's spending power! It is even ranked first in the country!
xx city city is located in the western part of xx province, the climate is dry and cold, and the annual freezing period is up to 5 months. That is to say, in these five months, people's activities are limited to indoor, and outdoor rarely see the green, the public in these five months is the most yearning for green!
With the busy city life giving city dwellers less and less access to nature, the idea of going to the countryside in the summer has crossed the minds of many, and we have catered to this idea by bringing a complete countryside to the city, while taking out all the unwanted parts of the countryside! It's a neat, well-organized idyll with beautiful scenery!
5, the market business analysis
Urban leisure farms in Europe and the United States this form of leisure is more popular in our country, only a few cities in Yanhai have similar stores. This mode in X city is still a blank, we are to seize the opportunity of this market gap, when others have not thought of, we have been put into action! The XX city people themselves are not much interest in various ways of sports programs, on the basis of higher annual income, they are more keen on the pursuit of a new way of leisure, and urban leisure farms also came into being!
Your food and entertainment plaza is an indoor leisure and entertainment place in XX city, which is welcomed and recognized by the majority of consumers in XX city! But the leisure program here is lacking, your square focuses on entertainment projects, and for leisure, in addition to the pottery bar, play bar, and then there is no place to attract people, the urban leisure farm will make up for this state of affairs, and make every effort to create an indoor idyll, the city's countryside, a unique "peach blossom garden!
6, management mode
We take the principle of the store manager is responsible for the principle of the store manager will be set up in the store, fully responsible for the management of the store.
We have a fixed cleaner, responsible for all the hygiene in the store; a breeder, responsible for the feeding of small animals; a person responsible for the store to sell a variety of animal food related personnel; there are responsible for the safety of the security officer.
Our small animals are chosen to be docile and will not physically attack customers.
We will actively cooperate with the various promotional activities of XX Mall, and will also conduct our own promotional activities at the appropriate time.
The second part: marketing and promotion program
We take the integrated marketing approach (IMC) for the initial market expansion, integrate all advertising contacts, with staggered media advertising, echoing the soft news-based, substantial market promotion, and at the same time, I hope that your store to give a certain amount of support!
1, advertising offensive
In the early days, we will be in the city's major well-known media advertising bombardment, in order to increase brand awareness, establish a good brand image, and strive to be a household name, known to all!
xx city area does not have strong media, which is xx city people know, so we integrated a variety of media information, choose to be able to complement the media advertising. Initially, we intend to advertise in xx city evening newspaper, xx city TV station, xx city radio station and other media.
2, soft publicity
The benefit of soft news is that it can enhance the brand's reputation and popularity.
We will carry out soft news coverage through a series of media such as xx city evening newspaper, TV station, website, etc., to turn the urban leisure farm into the intersection of public attention! Let people make verbal communication.
3, activities with
In the annual New Year's Day, Spring Festival, Labor Day, Children's Day, Dragon Boat Festival, National Day, Mid-Autumn Festival, Christmas and other major festivals to launch a variety of promotional activities. Including discounted fares, fishing tournaments and so on.
In summary, everything we have done in the early stages of the hope that the urban leisure farm project to do a good job, and can be with the city of xx business leader xx mall cooperation; in the early stages, we have been to retail enterprises across the country have done a market survey, the project is still a blank in the province, we look forward to working with xx mall active cooperation, add to this blank, to do up this market, and really put it as a xx city people's market, the market is not a blank. We expect to actively cooperate with the xx shopping center to make this market up and really make it a "urban leisure farm" for the people of xx city.
Business activity planning program 2020 (two)
Organizer: xx Department Store
Production unit: xx Dragon City
I. Activity time
x month 2020
II. To publicize the corporate brand and improve the company's business objectives.
Third, the process of the event
1, the introduction of the participating leaders, guests, highlighting the importance of the event.
2, by the relevant leaders of the enterprise, the opening speech (business achievements, merits, impact, the introduction of on-site activities, thanks to the majority of consumers), review of the enterprise's characteristics of the activities.
3, with a characteristic of the festive activities to mobilize the atmosphere of the whole field, to attract more viewers, to the majority of consumers some spiritual enjoyment.
4, held a fashion conference, mainly including daily business projects category of new products and the audience is more looking forward to the product.
5, which is interspersed with some of Huayangtang's small stories (customer appreciation, staff service, etc.), the main insinuation of corporate culture.
6, appropriate programs, street dance or singing, dancing, etc.. There can be one or two stars to carry out, on the one hand, through them to mobilize the audience on the scene, and the interaction between the participants.
7, consumer appreciation, reward big customers, attendees lottery and so on.
8, important leaders and guests to make a speech.
9, the last one or two special programs to end, and it is best to be able to shift the focus of the scene to the Huayangtang shopping malls, which improves the business objectives. This session is quite important to promote in various ways and strive to reach a new business point.
Fourth, the end of the event, do a variety of aftermath
1, before the event: a good division of labor within the enterprise layout.
2, the activities of publicity: quite important, through the television, the network, flyers, booths, LED and other means of publicity, be sure to publicize their own characteristics.
3, the activities of the preparation: a clear division of labor in various departments, such as: please lead the guests, set up the venue, the maintenance of the site order, a variety of activities in the shopping mall awards set up and so on.
4, emergency treatment: do a good job in all aspects of preparation, in order to deal with a variety of issues that may arise, the establishment of the relevant emergency leadership team, leading the entire event.
5, the activities should try to highlight some of the important topics, such as: green environmental protection, low-carbon economy, focus on people's livelihood.
6, can be accompanied by related commercial activities ceremony, such as cooperation signing ceremony, donations. Can also be related to the introduction of talent introduction.
Preface
xx Plaza Commercial Walking Street, is the chief commercial street area in the southern section of South Street. After the completion of all the first and second phase of the project, the commercial floor area will reach 20,000 square meters, with 120 large and small store houses, becoming a set of shopping, leisure, office as one of the integrated commercial street area. At present, a commercial street has just opened, store occupancy rate is low, the commercial atmosphere of the street is cold, the business tenants into the business enthusiasm is not high.
According to the survey, the 65 stores in the first phase of the shopping street, the current occupancy rate is only 52.3%, nearly half of the stores are idle to rent; has been stationed in the commercial tenants in the 7 are looking for subletting, rent or change the line. This situation not only adversely affects the continued leasing and renting of Phase I stores, but also poses a potential threat to the pre-sale and sale of Phase II stores.
Therefore, we must take effective means to speculate on the atmosphere of the first phase of the street, vigorously enhance its commercial value, enhance the investment confidence of the owners and tenants, and in this way to pull the second phase of the stores of the sale of xx. In view of the imminent task of creating the atmosphere of the first phase of the shopping street and rapidly generating popularity, this case will mainly focus on how to break through the commercial status quo of the first phase of the xx shopping street and the formation of strong popularity of the planning.
A background analysis
xx Phase I shopping street is located on the banks of the Haohe River, in the center of the city's commercial center, and the bustling northern section of South Street is just a step away. Such a "diamond-level" market entrance to the commercial street, the current reason why it is difficult to "hot"? Before we come up with a planning program, we must first study and analyze, in order to find the "foci" on the symptoms of the disease. According to the investigation and analysis, xx a commercial pedestrian street mainly exists "congenital" and "acquired" two reasons.
(a), the street design "inherent shortcomings"
1, the big square difficult to engage in large activities. Pedestrian Street, North Square, xx Street, xx Road Interchange, west of the five hotels, originally belonged to the most attractive public "eyeballs", the most suitable for large-scale activities held in the commercial arena, can give the street constantly injected into the popularity. Because of the original only from the perspective of landscape design plaza "dry fountain", "simple flower beds", but did not consider the commercial value of the square, now the square is difficult to play the gathering of people, absorbing the function of large-scale activities. The square is not hot, the commercial street is naturally cold.
2, "rockery" has become a "stumbling block". Pedestrian Street, the south entrance to the "rockery landscape", neither ornamental value, but also stretched across the center of the road, in fact, has become an obstacle to visitors into the street "stumbling block". In addition, the steps at the south entrance are also inconsistent with the flat requirements of the commercial street, and did not consider humane ground design such as disabled, blind access.
3, inside and outside the street connection channel commercial function is missing. xx Street to the inner street of the three channels, from the commercial function design is a failure. In accordance with the requirements of the layout of commercial districts, blocks in the main road, vice channel on both sides should be store houses, in order to make the block to form a pectinally arranged group of stores. This not only can effectively attract customers shopping, easy to generate and gather traffic, but also the utilization rate of land resources to play to the extreme, as in Shanghai Yuyuan commercial street as a road with stores, every inch of land to generate silver. Regrettably, xx phase one of the three passages leading to the inner street of the outer street, two of which are not any store "ghost alleys", customers can not see the commercial atmosphere at the entrance, and even do not know that there is an inner street inside; phase one of the passageway between the two phases, the same because of the first phase of the building on the south side of the design of the store houses, walk in the South Street, the customers can not see the commercial atmosphere of the entrance and stop here. The atmosphere and stop here.
4, xx street side of the street green belt design is too long, blocking the store door, many customers into the store shopping therefore have to go around a big circle, and then give up the motivation to buy, resulting in the street store business is slow.
(2), shopping street planning "acquired disorders"
1, xx Square shopping street in the core business district, in the market competition, especially emphasizing the personalized today, the street must have its own "soul", that is, the strategic positioning and commercial themes. The earliest positioning of xx square commercial street is "xx street" (very good), and later located in "xx" (very good, just promotion is very laborious), now ready to crown "xx square pedestrian street" (old-fashioned, not the same thing). Now it is going to be called "xx Plaza Pedestrian Street" (old-fashioned, no distinctive personality, target customers are not clear). Due to the lack of precise and accurate market positioning, on the commercial "who I am", "who I serve" problem is not solved first, other problems will be difficult to solve.
2, xx Square is a good "Citizen Square", but to attract the general public gathered here, but also need to have a strong "square culture", such as xx Road, xx Square, xx Pedestrian Street, such as the square sculpture. In addition, there is also a need to reflect the humanistic care of the guide signs, leisure chairs, newspaper kiosks, public telephone booths, garbage cans, commodity billboards, open-air cafes and so on. At present, due to the lack of supporting facilities, xx square "magnetic effect" is not good, so it is difficult to "hot" shopping street.
3, to create a shopping street, the service "missing". Developers develop a piece of store sales out, and then by the property management company to take care of, this is the development of commercial real estate "old almanac". In fact, the operation of xx square commercial street, "property management" instead of "commercial management", commercial street from "cold" to "hot! "Need for professional planning and management organizations to "operation" operation, this so-called "pan-commercial real estate operations". xx Plaza lack of commercial planning and management agencies in the initial stage of the whole intervention, store rental and operation by owners and merchants. The rental and operation of shops are all left to the "marriage autonomy" of owners and tenants, and both parties lack mature rationality, and the shopping street itself does not engage in the image "hype" of starting and cultivating the market, which makes it impossible to form a hot commercial atmosphere. In addition, we are not concerned enough about the owners after the purchase of stores, not as soon as possible from the start of the operation of the shopping street and enhance the commercial value of the angle to be guided and services, for example, the north entrance to the shopping street 66 (round), 68 (steeple) two chief store houses have been empty off, which is on the inner streets of the operation of the business tenants and the atmosphere of the entire shopping street will constitute a greater impact.
Second, the positioning of the street
The strategic positioning of the commercial street of the xx Plaza is crucial for its geographic location and the business environment, according to the consumption trends and consumer preferences of urban consumer groups, we have made the following strategic positioning:
1, street name: xx Plaza fashionable street.
2, the concept: xx Square - xx Street, the gateway to sightseeing tours, international brands converge in the street, the city of beautiful people dreaming of xx.
3, the advertising slogan: xx Plaza / fashionable street - - meet with xx, with xx, with xx, with xx, with xx, with xx, with xx, with xx, with xx, with xx. --- Meet with xx, walk with xx.
4, business categories: shopping, leisure, dining, beauty, entertainment.
5, commodities: the main international and domestic clothing, clothing, cosmetics, jewelry, glasses, watches, casual food, handicrafts and so on.
6, customer positioning: the urban pursuit of fashionable women and domestic and foreign travelers and tourists.
7, business philosophy: standing in the height of the city business to create a famous commercial street in the Yangtze River Delta.
Third, investment planning
xx Plaza Fashion Lillian Street investment, belonging to the "breakthrough" initiatives, investment needs to start from the following aspects:
(a) investment announcement
We plan to be in the middle of the x month in the "xx Evening News". In the middle of the xx Evening News, xx TV station investment announcement, highlighting the xx Plaza xx Street, the city's advantages, market positioning and the potential for great business opportunities, to attract merchants to make an appointment to register to rent a store.
(B) Investment information conference
The investment information conference is to be held on x month x in the adjoining xx hotel, the merchants attending the xx and surrounding cities fashion brand dealers, as well as the xx International Trade Market intends to station in the xx Plaza operation of clothing, jewelry, cosmetics merchants. The number of merchants attending the meeting is intended to be controlled at about 100 people. The main information that will be released at the meeting is:
1, xx Plaza Fashion Lillian Street's overall planning, market positioning, unique advantages and prospects.
2, xx Street for merchants to buy or rent store resource status, including selling price, rent, property management preferential policies.
(3) Integration of store resources
The stores in Phase I of xx have all been sold, are the investors willing to entrust our company to act as an agent for investment and leasing? Do they agree to accept the agency rent price (or rent back offer) proposed by our company? Before organizing the investment information conference and releasing the investment announcement to the public, the xx housing sales company and the landlord must firstly agree on the intention of entrusting the investment, the rent price and other issues. Once we have determined which stores are available for commissioning, we can then conduct external investment activities and introduce tenants and negotiate rents.
In order to make the first phase of the xx shopping street as soon as possible to form a good business atmosphere, we should strive for all the vacant stores into the scope of investment, and according to the market positioning of the street targeted investment. If some owners take the attitude of waiting for the store to appreciate, rather than letting it out, we should seriously guide and mobilize it to stand in the overall interests of the long-term interests of the height as soon as possible to rent, in order to eliminate the phenomenon of stores in the shopping street empty closed.
On the current seeking to sublet, the tenants, we should actively publicize the company's initiatives being taken for the prosperity of the street, mobilizing them to dispel thoughts and restore confidence. If the tenant still wants to sublet or surrender, we can bring the store into the investment scope after both parties have canceled the contract due to the agreement between the landlord and the tenant.
(4) about the rent policy
xx Phase I of the business atmosphere of the commercial street, one of the reasons for this is that the store investors are eager to high returns to open high rents, so that many want to move into the operation of the commercial tenants to be deterred. Therefore, we must do two important jobs for the owners of the agent before the investment: First, we must explain to the owners of the North and South ends of the South Street location differences exist, that xx Phase I shopping street in the market at the beginning of the prosperity need to have a process of cultivation, and can not disregard the market's ability to open the "sky-high prices". It is very important to explain to the landlord the reasoning behind the high rents, resulting in no one to rent the store, the landlord will have to bear the interest of the loan for the purchase of the house, and the value of the store will be difficult to enhance. Secondly, we have to design a rental policy that is more in line with the market situation and the current situation of the shopping street in the interests of both the landlord and the commercial tenants. Currently, xx a store more appropriate rent is:
1, inside the street store: rent 600 ~ 700 yuan / m2 / year (calculated, the average price of stores in the street 8500 yuan, the average area of 110m2, the purchase of investment of about 940,000 yuan, the purchase of a loan interest rate of 4.7%, the annual interest rate of 44,000 yuan.
If this type of store is calculated at 600-700 RMB/m2/year rent, the annual income is 66-77,000 RMB, and the income after excluding the interest is 22-33,000 RMB. (Such a rent is still attractive and easy to accept for commercial tenants in the current situation.)
2, outside the street store: rent 800-900 yuan / m2 / year (calculated, the average selling price of outside the street store 12,500 yuan, the average area of 200m2, the purchase of investment of about 2.5 million yuan, the purchase of a loan interest rate of 4.7%, the annual interest of 750,000 yuan for children.
If this type of store to 800 ~ 900 yuan / m2 / annual rent calculation, the annual income of 16 ~ 180,000 yuan, excluding interest income of 425 ~ 62,500 yuan. (Such a rent is still easy to accept for commercial tenants in the current situation.)
(E) preferential measures for tenants
In order to effectively start the market and set up confidence for tenants to enter the business, we will "release the water to feed the fish", from the height of the market as soon as possible to prosper, the timely introduction of the necessary preferential measures:
Firstly, within one year of the tenants entering the business street, we will First, we will provide a free light box advertising space (made by our light box, light production and electricity by the merchant is responsible for), for its merchandise or brand publicity.
Second, where the merchants organize brand publicity, merchandise promotional activities, within one year, the North Plaza is allowed to organize one activity per quarter free of charge, to encourage the holding of a greater impact of the square "fashion show" activities.
Third, where tenants are stationed within one year of operation, store property management fees will be charged at 20% discount.
Fourth, in order to reduce the operating costs of the tenants, we will coordinate with the industry and commerce, tax departments, to give the xx Plaza Commercial Street to the tax incentives of the market, while in the industrial and commercial management fees charged on the appropriate reduction.
Four, the business atmosphere
(1) shopping street indicator recognition system layout. (See xx advertising company design rendering)
(2) the design and production of the square, the inner street sculpture (see xx pedestrian street sculpture photos), in order to add xx plaza's cultural heritage, attracting tourists to leisure.
(3) the square, the inner street will be set up in an orderly manner landscape floor advertising light boxes, European-style lounge chairs, public telephone booths, newspaper and magazine kiosks, beverage and ice cream kiosks, etc., the plaza using flowers and bonsai to build a movable three-dimensional landscape flower beds, increase the visual point of view, expanding the leisure and service functions of the shopping street.
(4) Invite government departments, social organizations to come to the square to organize thematic activities, take advantage of the hot square, active atmosphere, attract attention. Especially to seize the "May Day" before and after the frequent activities, contact the Federation of Trade Unions, Federation of Literature, art museums, Xinhua Bookstore and other units to organize square activities, with the help of the media to promote, clever publicity xx Square.
(5) and the City Photographers Association and the news media jointly organized the "xx charm" excellent photography square display activities, cultural means to enhance the xx square fashion taste.
(6) x month, strive to hold a few "xx summer" square music appreciation, with elegant art to push up the xx square in the minds of the public status, enhance the square of the "poly flow" effect.
Fifth, the street hardware transformation proposals
1, xx North Square to implement the transformation, in order to be suitable for large-scale activities.
2, xx a south entrance to the wigwam removal, the ground implementation of humanized, commercial transformation.
3, near the xx street side of the flower garden in front of the store to implement the transformation, so that customers can enter the store without obstacles.
4, the ground of the inner street drainage renovation, to prevent the summer rain water back into the store.
5, xx Phase I south side of the flower beds for the demolition, the construction of a row of storefront houses, not only can be opened at the entrance of the street to attract customers to step into the inner street, but also to generate income.
The above program, approved by the chairman of the organization after the implementation.