端午节营销活动策划方案.docx

端午节营销活动策划方案

目录

一、活动背景与目的..........................................3

1.1端午节概述...........................................3

1.2营销活动策划的目的...................................4

1.3活动预期效果.........................................5

二、市场分析................................................6

2.1行业现状.............................................8

2.2目标客户群体分析.....................................9

2.3竞争对手分析........................................10

2.4市场趋势预测........................................11

三、活动主题与定位.........................................12

3.1活动主题创意........................................13

3.2活动定位与核心价值..................................14

3.3活动名称解释........................................14

四、活动内容规划...........................................15

4.1线上活动方案........................................16

4.1.1端午节主题活动..................................17

4.1.2互动游戏与抽奖环节..............................18

4.1.3社交媒体传播策略................................19

4.2线下活动方案........................................21

4.2.1传统习俗体验....................................21

4.2.2商品促销活动....................................22

4.2.3门店布置与氛围营造..............................24

4.3活动时间规划........................................24

五、预算与资源需求.........................................26

5.1活动预算编制........................................27

5.2资源需求清单........................................28

5.3成本控制策略........................................29

六、执行流程与人员安排.....................................30

6.1执行流程细化........................................31

6.2人员分工与职责明确..................................31

6.3关键节点把控计划....................................33

七、风险评估与应对措施.....................................33

7.1风险因素识别........................................35

7.2应对措施制定........................................35

7.3风险监控与调整机制..................................36

八、活动效果评估与总结.....................................38

8.1活动效果评估标准...............................