# Planning # Introduction Activity planning is an effective behavior to increase market share. An executable, operable and creative activity planning plan can effectively enhance the visibility and brand reputation of the enterprise. The following is the organized opening plan, welcome to read!

1. Opening planning scheme

1. [Preface]

Binghe Department Store is the first commercial project in Xuanhan County built by Chongqing Binghe Commercial Management Co., Ltd.. The first phase of the project covers an area of 1, square meters and has four floors. It is a comprehensive shopping mall integrating comprehensive department stores, special foods and children's amusement. Adhering to the corporate tenet of "people-oriented, honest and pragmatic, innovative and enterprising, and win-win cooperation", the company has created the business philosophy of "no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me." Therefore, how to attract the middle-end consumers, how to match the activity situation and content with the middle-end positioning of shopping malls and the consumption patterns of middle-end consumers has become this activity. In the process of planning, we focus on the organic combination of opening ceremony, promotion activities and establishing the middle-end image of shopping malls. The theme of the event is as artistic as possible "pulling the tiger skin to make a banner", diluting the commercial purpose of the promotion, making the event closer to the target consumers and more impressing the target consumers. From the pre-advertising and theme style in the activities, we have considered all aspects from the positioning of specific consumer groups. In the process of activities, the time should not be too long, just grand and atmospheric.

II. [Theme of the event]

Opening ceremony

III. [Style of the event]

Grand atmosphere

IV. [Purpose of the event]

(1) Show the brand image of soldiers and department stores to all sectors of society, and improve the

popularity and influence of Chongqing soldiers and companies.

(2) Create a brand-new image of the first mid-range shopping mall in Xuanhan County. Shape the fashion atmosphere of soldiers and department stores.

(3) Opening celebration activities, exploring various horizontal and vertical promotion channels, setting off a high tide of promotion during the May Day holiday, and laying a good promotion foundation and a good social foundation.

V. [Advertising]

Pre-publicity

1. From five days before the opening, publicity campaigns were launched in Dazhou Daily, xx Evening News, xx Advertising, xx TV and xx Radio respectively. Effectively target the mid-range target consumers.

2. Post-advertising

Within 5 days after the opening of the business, further publicity campaigns were launched in Dazhou Daily, xx Evening News, xx Advertising, xx TV, xx Radio and other media to attract the attention of target consumers and arouse their purchasing desire and awareness.

VI. [Activity Program]

On May 1st, 2xx, the ceremony officially started at xx: xx.

Welcome song was played at xx: xx.

XX: XX's military band, majestic gongs and drums began to play alternately. The host introduced that soldiers and department stores have created the business management concept of "No one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has

XX: XX announced the official start of business, with salute, flying balloons, colorful confetti, and the ceremony pushed to a high tide. The host announced the official business. Consumers can enter the market to shop.

xx: xx activities enter performances and related interactive activities.

xx: xx The whole activity is over.

2. Opening planning scheme

1. Event theme

Opening ceremony of xx Hotel

2. Event time

June, 2xx

3. Event location

Nanyang Institute of Technology, Faculty of Law, Room 1#117 (to be determined)

4. Event background. Turning the "potential energy" created by the brand into the driving force in the same industry in Nanyang, and taking advantage of this opening ceremony to expand the visibility of the hotel and increase its reputation, so as to give yourself a good start, is the core problem to be solved in the opening of the new store.

V. Moderator

VI. Participants

1. Board members and all staff of the hotel.

2. Relevant personnel of major media in Nanyang.

3. Relevant leaders of Nanyang City and Wancheng District.

4. Other relevant business partners.

VII. Planning ideas

1. Carefully create the activity atmosphere at the opening ceremony site, which will have a strong visual impact on the target audience and improve the audience's cognition and memory of the bank.

2. Intensify advertising integration and publicity to enhance communication effect and social influence.

3. The opening ceremony site strives to be atmospheric, fashionable and active, and strives to render the festive atmosphere of the opening ceremony.

VIII. Purpose and significance of the event

Officially announced the opening of the hotel, which attracted the attention of peers in Nanyang market, target consumers and media friends;

Let the target customers in Nanyang market and potential users of competitors further fully understand the unique services provided, create a strong desire for experience, further strengthen interaction and communication with Nanyang media, and create a good public opinion environment for sales and promotion in regional markets; With the opening opportunity, we will establish a benign relationship with relevant government departments and partners in Nanyang market, paving the way for subsequent market operation and promotion. Let people have a preliminary understanding of xx Hotel. Participants: city and county leaders, company leaders, outside friends and relevant media.

IX. On-site layout:

Including off-site layout and on-site layout:

1. Set up two welcoming guests on both sides of the gate of the hotel (1#117), and arrange them appropriately with balloons and other supplies.

2. A banner is hung along the front door of the hotel, which reads: Opening Ceremony of xx Hotel;

3. Set up a reception desk in the lobby of the hotel (No.1 # 117), with a guest, next to a famous etiquette lady wearing a festive cheongsam (depending on the situation), to guide the guests to sign in and wear VIP flowers at the event site, and to guide the guests to enter and cooperate with the ceremony at the beginning of the ceremony;

4. The name of the on-site etiquette service personnel, who is responsible for maintaining the on-site order and pouring tea for the guests.

5. A pair of outdoor remote stereos are placed on both sides of the podium, and festive music will be played during the start of the activity, and the speeches of the host and related leading guests will be amplified.

X. Arrangement of personnel for related celebrations

Omitted

XI. Implementation process of the opening ceremony

Hotel staff arrived at the site at 1: , XX, XX, XX, and security personnel formally provided security for the site.

XII. Process of celebration activities

At xx: , all preparations are ready, and festive music is played.

the hostess welcomes guests at xx: (wear VIP flowers, ask leaders to sign and guide relevant leaders and guests to the rest area).

at xx: , the host introduced relevant activities and invited relevant leaders and guests to take their seats in front of the rostrum.

at xx: , the host announced the official start of the ceremony of XX Hotel and introduced the leaders and guests present.

xx: Item 1: Fire firecrackers (download firecracker music instead).

xx: item 2: invite the relevant leaders of Nanyang city to speak. (Play music when you go on stage, and light music when you speak)

XX: Item 3: Invite the leaders of Wancheng District to send congratulations. (when you go on stage, you will be accompanied by music, and when you speak, you will be accompanied by light music)

xx: Item 4: The chairman or general manager of the hotel will make a statement and introduce the company. (When you go on stage, you will be accompanied by music, and when you speak, you will be accompanied by light music)

xx: Item 5: The host invited relevant leaders to cut the ribbon for XX Hotel. (Courtesy escort, fireworks, festive music)

XX: Item 6: The host announced the successful closing of the opening ceremony, and the chairman or general manager of the hotel bid farewell to relevant leaders and guests.

XIII. Expected results

1. Make the news of the opening of xx Hotel widely spread, and attract more target consumer groups to participate in this activity.

2. Deepen the impression of xx Hotel in the eyes of consumers.

3. No matter from the pre-planning or post-implementation, we should strive to make this opening ceremony achieve an unprecedented sensational effect.

4. Enhance the confidence of internal employees in the company.

5. Be a latecomer in the same industry and become a dark horse in the industry

14. Budget for activities

1. On-site layout: banners, balloons, salutes, fireworks, etc. * * * *.

2. The fare and other expenses for inviting relevant leaders to attend the meeting are RMB * * * * *.

3. Gifts given to related guests and journalists at the end of the event, etc. * * * * *.

3. Opening plan

1. Background analysis:

Advantages:

1. The hotel is located on Sansu Avenue in Meishan City, in front of the railway station and then to the city center. The transportation is convenient, and there are many middle and high-grade residential quarters around.

2. There are few hotels around and the competition is strong.

3. This hotel belongs to a newly renovated business hotel, with outstanding decoration style and complete supporting facilities. Its business projects are at the forefront of consumption in Meishan City, with great development potential.

Disadvantages: 1. There are not many high-income people around, and their popularity is insufficient.

2. The popularity is not high, and the target group does not know enough about the hotel; 3. The hotel's core competitiveness is not clear, and its characteristics are not prominent.

second, marketing purpose:

establish the hotel's popularity, enhance popularity, establish a relatively stable consumer group, and steadily increase income. Based on the local, create a local first-class hotel image.

Target groups:

Local high-income people, night tourists who are looking for fresh excitement, enterprises, institutions, government organizations, major travel agencies and foreign visitors.

Third, project analysis:

As a special commodity, the hotel is different from the marketing of other commodities. The key is how to correctly create consumer demand. Nowadays, the hotel industry in China is becoming increasingly prosperous and the competition is fierce. But there are only a few varieties. Economy, luxury and business. Economical price war, luxury type pays attention to service and luxury, and business type pays attention to supporting perfection. Pay little attention to taste. Our hotel can make up for the lack of taste at this time. Paying attention to taste will be the core competitiveness of our hotel.

advantages: pay attention to the environmental atmosphere, which is to create a good atmosphere. This is almost a blank hotel concept in China. A variety of romantic environment choices.

membership management protects consumers' privacy to a great extent, convenient transportation environment, and flexible room selection with obvious geographical advantages.

Challenging tradition and catering to the psychological needs of modern people who are pursuing freshness

Disadvantages: There are many potential safety hazards

No advantage in policy

Fourth, specific marketing strategies:

1. Release the opening information and specific activities to the target consumer groups in advance;

2. Advocate the membership system and increase the number of members;

3. the marketing staff sells directly to customers by telephone or door-to-door. Cooperate with professional companies to sell. Sign consumption agreements for key units. Follow-up activities and after-sales visits at any time, and all departments should establish and improve the customer file system and summarize the work in time. In order to cooperate with the smooth progress of this marketing activity, the leaders of all departments and marketing personnel need to conduct telemarketing, contract sales and other sales-related work at the same time, so as to achieve full-time marketing, and the teams should cooperate with each other to fight this battle with all their strength.

publicity:

1. Pre-heating of activities [publicity of news, soft articles and advertisements, distribution of DM and POP in place].

2. Selection of newspaper media.

3. Selection of TV media.

4. Selection of network media.

5. Selection of outdoor media.

6. Selection of radio stations.

7. DM issuance [focusing on taxi drivers and car owners, and issuing business opening concessions].

8. Publicity outside the store [hydrogen balloons, lanterns, banners, POP, etc. for opening]. Set off the opening atmosphere].

9. During the opening ceremony, the top five customers have more surprises every day.

1. There is also a lucky draw every day.

promotional gifts:

1. Lighters.

2. Sculpture (small relief, with collection and ornamental value).

3. Flowers.

4. Crystal products (small handicrafts).

5. Discount card or free experience card.

V. Specific implementation plan: (omitted)

VI. Expense budget: (omitted)

VII. Expected effect of this marketing:

1. Enhance the visibility of the hotel.

2. Make it known to half the local people.

3. The drivers and masters all know our hotel.

4. and the target group come to this route. Will choose this hotel when spending.

5. Develop and increase the regular members of our hotel.

6. Let local enterprises and business leaders know about this hotel. We will choose this hotel when there is demand.

7. Improve customer satisfaction, reputation and loyalty. Make it an old customer and member of the hotel.

8. Promote the sales and popularity of affiliated industries through the promotion and sales of the main products (rooms).

this plan is mainly designed for opening marketing, and the marketing strategy is only a small framework. In market analysis, I believe that investment companies have answers. Looking forward to teaching and communicating.

4. Opening planning scheme

1. Planning ideas

Based on the characteristics of background analysis, this shopping mall can be regarded as a leader in leading regional consumption, so it is necessary to gradually improve its reputation and reputation, form a good reputation among consumers and help expand merchants. All these require pre-publicity activities to cultivate consumers' awareness. Of course, the opening day is the most important thing.

"Opening" to ensure that "winning the first battle" is the primary topic of all new projects, especially in today's increasingly fierce trade. Therefore, in order to have a warm on-site atmosphere and real publicity for pre-activities, all kinds of celebrations need to be shocking and famous, so as to gain a foothold.

II. Activity Principles

1. We must build a scale on the momentum of the opening ceremony and pursue a warm atmosphere and attraction.

2. Try to impress the surrounding residents through the opening ceremony.

3. There should be continuous promotion activities to make customers feel fresh, and news spots can be formed for easy dissemination.

4. Promotional activities can really make customers feel "affordable" and ultimately increase the reputation of this mall.

5. The planning scheme of this project should be easy to operate and implement, and the risk can be controlled.

iii. objectives

through the successful opening ceremony, we will achieve the goal of improving the reputation of shopping malls.