Business activity planning scheme 22

It is inevitable that some activities will be held between businesses, so have you planned the activities before these activities are held? The following is the "Business Activity Planning Plan 22" compiled by me for you, for reference only, and you are welcome to read it. Business activity planning scheme 22 (1)

Our slogan: Feel the green nature and create a new world of urban leisure!

our overall management purpose: to relieve the pressure and helplessness of urban people's survival with natural scenery and rural lifestyle; Create a brand-new leisure world.

Part I: Feasibility Scheme

1. Reasons for moving in

We chose xx Shopping Mall as our moving in goal because we are optimistic about your strong strength, management mode, management category and growing popularity. Your store ranks first in the commercial area of X city with an area of X million square meters, and the business model of xx is the most popular business model in the world today. The popularity of your store is getting more and more prosperous, and I am glad to hear that your store sells X million yuan a day on the anniversary day, which has created a miracle in this industry, showing the popularity of xx shopping mall; Your store had xx stars to help out in 2xx, and the popular stars came to xx shopping mall in 2xx, which shows the influence of your store. The leaders of the municipal party committee and the provincial party committee have visited xx Shopping Mall more than once, which shows that the government and leaders attach great importance to your store!

2. Business format

We adopt the joint operation mode of deduction with your store, and the amount of deduction will be discussed separately; We are responsible for the rear management of our store, and the overall management follows the unified arrangement of xx shopping mall. Urban leisure farm is the most popular brand-new leisure industry in the world. It takes pastoral scenery and manor customs as its main styles, caters to the mentality of urban people in pursuing "green" and "pastoral", integrates the rural life conditions that urban people are more interested in, and puts "self-cultivation and self-cultivation", "animal home", "adoption of small animals", "small bridges and flowing water" and "unique caves" into the world. Create a brand-new world in the bustling city!

You can adopt small animals here. You can name your adopted small animals and feed them. You can also plant your own private plots here, open up wasteland and sow seeds, so that you can experience the complete fun of farm life! You can also come here to fish goldfish, and you can take as much as you catch! Of course, there is a charge for all this.

The decoration style is mainly based on the rural green tone, with a series of facilities such as grass, small fish ponds, private plots, cabins, pet bases and so on. It needs an area of about 5 square meters. We will update and maintain the in-store facilities irregularly!

3. Target market

Like the middle and high-end positioning of xx shopping mall, our target customers are mainly fashionable urban white-collar workers (mainly women) and children aged 3-14, supplemented by middle-aged government officials! Actively cater to their pursuit of pastoral fun and love for small animals! This group of customers has strong spending power, and they will spare no money to pursue a natural leisure state. Children will choose the way of playing games according to their own preferences. They generally have a good impression on small animals, and their parents have no choice but to support their behavior! Therefore, our target market is two kinds of customer behaviors: one is the deliberate pursuit of shape; One is interest-dominated!

4. Analysis of market environment

xx city has strong economic strength, ranking 18th in the top 5 cities in China. Among the cities whose gross domestic product exceeds 1 billion yuan, xx ranks 1th. Among the 55 cities in China with per capita GDP exceeding 1, yuan, xx ranks first. The consumption power of xx city people ranks first in the country!

xx city is located in the west of xx province, with a dry and cold climate, and the annual freezing period is as long as 5 months. In other words, in this five-month period, people's activities are confined to indoors, and green is rarely seen outdoors. What citizens yearn for most in these five months is green!

Busy urban life makes it less and less for urban people to get in touch with nature. Many people have the idea of going to the countryside in summer, and it is to cater to this idea that we move an entire countryside to the city and get rid of all the unpopular parts in the countryside! This is a neat, orderly and beautiful rural area!

5. Analysis of market operation

The leisure mode of urban leisure farm is quite popular in Europe and America, and only a few cities in Yanhai have similar shops in China. This model is still a blank in X city. We just want to seize the opportunity of this blank market. When others haven't thought of it, we have already put it into action! However, people in xx city have little interest in various sports. On the basis of higher annual income, they are more keen to pursue a brand-new leisure way, and urban leisure farms have emerged!

Your food and entertainment plaza is an indoor recreation place in xx city, which has been welcomed and recognized by the consumers in xx city! However, leisure projects here are deficient. Your square focuses on entertainment projects, but for leisure, there is no attractive place except pottery bar and play bar. Urban leisure farm will make up for this state and make every effort to create an indoor countryside, a rural area in the city and a "Peach Blossom Garden" with a unique hole in the sky!

6. Management mode

We adopt the principle of manager responsibility system, and there will be a manager in our store who will be solely responsible for the management of our store.

We have a regular cleaner who is responsible for all the hygiene in the store; There are caregivers who are responsible for feeding small animals; There are relevant personnel responsible for selling all kinds of animal food in the store; There is a safety officer in charge of safety.

Our little animals are docile animals, and will not attack customers personally.

We will actively cooperate with various promotional activities in xx Mall, and we will also hold our own promotional activities at an appropriate time.

Part II: Marketing Promotion Scheme

We adopt Integrated Marketing (IMC) to expand the market in the early stage, integrating all the advertising contacts, focusing on scattered media advertisements and soft news, and carrying out a large-scale marketing promotion. At the same time, we hope your store will give us some support!

1. Advertising Campaign

In the early stage, we will carry out a large-scale advertising bombing in the major well-known media in this city to improve brand awareness, establish a good brand image, and strive to be a household name.

It is well known that there is no strong media in the urban area of xx, so after integrating various media information, we choose complementary media for advertising. Initially, it is planned to publish advertisements in xx City Evening News, xx City TV Station, xx City Radio Station and other media.

2. Soft publicity

The advantage of soft news is that it can enhance the reputation and popularity of the brand.

We will make soft news reports through a series of media such as xx City Evening News, TV stations and websites, and turn urban leisure farms into the intersection of public concern! Let people spread it orally.

3. Coordination of activities

Various promotional activities are launched on major festivals such as New Year's Day, Spring Festival, Labor Day, Children's Day, Dragon Boat Festival, National Day, Mid-Autumn Festival and Christmas. Including ticket discounts, fishing competitions and so on.

to sum up, everything we did in the early stage is to do a good job in the project of urban leisure farm and cooperate with xx shopping mall, the commercial leader in xx city; In the early stage, we have done market research in retail enterprises all over the country, and this project is still a blank in the province. We look forward to actively cooperating with xx shopping malls to fill this blank and make this market a real "urban leisure farm" for xx city people. Business activity planning scheme 22 (II)

Organizer: xx Department Store

Producer: xx Dragon City

I. Event time

X, 22

II. Event purpose

Promote corporate brand and improve the company's business objectives.

III. Activity process

1. Introduce the leaders and guests attending the meeting and highlight the importance of the activity.

2. The relevant leaders of the enterprise will make an opening speech (enterprise achievements, achievements and influence, introduce the contents of the on-site activities, and thank the consumers) to review the characteristic activities of the enterprise.

3. Bring up the atmosphere of the audience with a special festive activity, attract more audiences and give consumers some spiritual enjoyment.

4. hold a fashion conference, mainly including new products of daily business projects and products that the audience is looking forward to.

5. From this, some short stories of Huayangtang (customer's gratitude, employee's service, etc.) are interspersed, which mainly allude to corporate culture.

6. Appropriate programs, such as street dance or singing and dancing. There can be one or two stars to do it. On the one hand, they can mobilize the audience at the scene and interact with the participants.

7. Thank consumers, reward big customers, draw prizes for participants and so on.

8. Important leading guests make speeches.

9. Finally, end with one or two special programs, and it is best to shift the focus of the scene to Huayangtang Shopping Mall, thus improving the business objectives. This link is very important. We will promote sales in various ways and strive to reach a new business point.

fourth, after the event, do a good job in all kinds of aftermath

1. Before the event: do a good job of division of labor within the enterprise.

2. Activity promotion: It is very important. You must publicize your own characteristics by means of TV, Internet, leaflets, booths and LED.

3. Activity preparation: Each department has a clear division of labor, such as inviting guests, arranging the venue, maintaining the order at the scene, and setting awards for various activities in the mall.

4. Emergency treatment: Make preparations in all aspects to deal with various possible problems, and set up relevant emergency leading groups to lead the whole activity.

5. We should try our best to highlight some important topics at present, such as green environmental protection, low-carbon economy and people's livelihood.

6. Relevant business activities, such as cooperation signing ceremony and donation, can be attached. You can also introduce relevant talents. Commercial activity planning scheme 22 (3)

Preface

The commercial pedestrian street in XX Square is the chief commercial district in the south section of South Street. After the first and second phases of the project are completed, the commercial building area will reach 2, square meters, with 12 storefronts, making it a comprehensive commercial district integrating shopping, leisure and office. At present, the first-phase commercial street has just opened, the rental rate of shops is low, the commercial atmosphere of commercial street is cold, and the enthusiasm of merchants to settle in is not high.

According to the survey, among the 65 shops in the first phase of Shangjie, the current occupancy rate is only 52.3%, and nearly half of them are idle for rent. Seven of the settled merchants are seeking to sublet, withdraw their rents or change their professions. This situation not only has a negative impact on the continued lease of the first-phase shops, but also poses a potential threat to the pre-sale and sales of the second-phase shops.

therefore, we must take effective measures to stir up the commercial street atmosphere in the first phase of xx, vigorously enhance its commercial value, and enhance the investment confidence of owners and merchants, so as to promote the sale of shops in the second phase of xx. In view of the urgent task of creating a commercial street atmosphere and rapidly promoting popularity, this case will mainly plan how to break through the commercial status quo and form a strong popularity in the first commercial street of xx.

1. Background analysis

xx Phase I Commercial Street is located on the banks of Haohe River, in the commercial center of the city, and only one step away from the northern section of the bustling South Street. Why is it difficult for a commercial street with a "diamond-level" market to be "hot" at present? Before we come up with the planning scheme, we must first study and analyze it in order to find the right "focus" and prescribe the right medicine. According to investigation and analysis, there are two main reasons for the commercial pedestrian street in the first phase of xx: congenital and acquired.

(1) The design of commercial street is "congenitally deficient"

1. It is difficult to hold big events in the big square. The north square of the pedestrian street adjoins the intersection of xx Street and xx Road, and is adjacent to five hotels in the west. Originally, it belongs to the commercial stage that can attract the public's attention and is most suitable for holding large-scale activities, which can continuously inject popularity into the commercial street. Because the "dry fountain" and "simple flower bed" of the square were designed only from the perspective of landscape, and the commercial value of the square was not considered, it is difficult for the square today to play the role of gathering people and absorbing large-scale activities. If the square can't get hot, the commercial street will naturally be left out.

2. "rockery" has become a stumbling block. The "rockery landscape" at the south entrance of the pedestrian street has no ornamental value and stands in the middle of the road. In fact, it has become a stumbling block to prevent tourists from entering the inner street. In addition, the steps of the south entrance do not meet the requirements of the smoothness of the commercial street, and the humanized ground design such as the disabled and blind passages is not considered.

3. The commercial function of the inner and outer street connecting channel is missing. The three passages from xx Street to Inner Street are really a failure in terms of commercial function design. According to the layout requirements of the commercial block, both sides of the main road and the auxiliary passage in the block should be storefront houses, so as to form a row of shops in the block. This can not only effectively attract customers to go shopping, but also easily promote and gather passengers, and can maximize the utilization rate of land resources, just like Shanghai Yuyuan Commercial Street, where there are shops on all roads, every inch of land generates money. Unfortunately, there are three passages leading from the outer street to the inner street in the first phase of xx, and two of them are "hidden alleys" without any shops. Customers can't see the business atmosphere at the street corner, and they don't even know that there is an inner street inside. The passage between the first phase and the second phase is also stopped here because there is no storefront room on the south side of the first phase building, and customers walking on the south street can't see the commercial atmosphere of the street corner.

4. The design of the green belt along the street side of xx Street is too long, which blocks the store door, so many customers have to make a big detour when shopping in the store, so they give up their motivation to buy, resulting in a light business in the store along the street.

(2) The commercial street planning is "acquired disorder"

1. The commercial street in xx Square is located in the core business district. Today, when the market competition particularly emphasizes individuality, the commercial street must have its own "soul", that is, strategic positioning and business theme. The commercial street of xx Square was first positioned as "xx Street" (very good), and then it was positioned as "xx" (very good, but the promotion was very laborious), and now it is going to be called "xx Square Pedestrian Street" (old-fashioned, with no distinct personality and unclear target customers). Because there is no accurate and precise market positioning, the questions about "who am I" and "who do I serve" in business have not been solved first, and other problems will be difficult to solve.

2. xx Square is a good "citizen square", but to attract the general public to gather here, we need a strong "square culture", such as square sculptures like xx Road, xx Square and xx Pedestrian Street. In addition, it is necessary to have guide cards, leisure chairs, newsstands, public telephone booths, garbage cans, billboards, open-air teahouses and so on that reflect humanistic care. At present, because the above facilities are not matched, the "magnetic field effect" of xx Square is not good, so it is difficult to "heat" the commercial street.