活動策劃公司淺談一場好的(de)活動策劃所具有的(de)特性(xing)

       活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)是(shi)(shi)提高市場(chang)份額的(de)(de)(de)有(you)(you)(you)(you)效(xiao)(xiao)手段，是(shi)(shi)一(yi)種(zhong)可(ke)(ke)執行、可(ke)(ke)操作、有(you)(you)(you)(you)創意的(de)(de)(de)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)方案，能有(you)(you)(you)(you)效(xiao)(xiao)提升企(qi)(qi)業知(zhi)名度(du)(du)和(he)(he)(he)(he)(he)品(pin)(pin)牌美譽度(du)(du)。與市場(chang)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)相(xiang)比，活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)是(shi)(shi)嚴格意義(yi)上屬(shu)于(yu)(yu)市場(chang)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)的(de)(de)(de)兄弟分支，活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)和(he)(he)(he)(he)(he)市場(chang)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)是(shi)(shi)相(xiang)輔相(xiang)成、相(xiang)互關聯的(de)(de)(de)。營銷策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)和(he)(he)(he)(he)(he)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)都(dou)是(shi)(shi)從(cong)企(qi)(qi)業的(de)(de)(de)整體(ti)營銷理(li)念出發(fa)的(de)(de)(de)。只(zhi)有(you)(you)(you)(you)在品(pin)(pin)牌策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)完善的(de)(de)(de)前提下(xia)，營銷策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)和(he)(he)(he)(he)(he)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)才(cai)(cai)能兼具完整性和(he)(he)(he)(he)(he)連續性。只(zhi)有(you)(you)(you)(you)這(zhe)(zhe)樣，觀(guan)眾才(cai)(cai)能有(you)(you)(you)(you)效(xiao)(xiao)地(di)理(li)解(jie)品(pin)(pin)牌的(de)(de)(de)文化內涵。1、活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)具有(you)(you)(you)(you)大(da)(da)眾傳播(bo)的(de)(de)(de)特點。活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)公(gong)(gong)(gong)司認(ren)為，一(yi)個好的(de)(de)(de)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)必須注重觀(guan)眾的(de)(de)(de)參與和(he)(he)(he)(he)(he)互動(dong)(dong)(dong)(dong)(dong)(dong)。一(yi)些活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)也將(jiang)公(gong)(gong)(gong)益引(yin)入活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)，這(zhe)(zhe)不(bu)僅與報紙媒(mei)體(ti)一(yi)貫的(de)(de)(de)公(gong)(gong)(gong)信(xin)力相(xiang)結(jie)合(he)，還能激(ji)發(fa)品(pin)(pin)牌在公(gong)(gong)(gong)眾中(zhong)的(de)(de)(de)美譽。即使(shi)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)本身具有(you)(you)(you)(you)一(yi)定的(de)(de)(de)新聞價值(zhi)，也能在第(di)(di)(di)一(yi)時(shi)(shi)間(jian)表達出來(lai)，從(cong)而引(yin)起公(gong)(gong)(gong)眾的(de)(de)(de)深刻解(jie)釋。因此，它不(bu)能通過(guo)廣(guang)(guang)告(gao)行業本身的(de)(de)(de)特點來(lai)表達。活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)可(ke)(ke)以(yi)(yi)更準確、更詳細(xi)地(di)傳達企(qi)(qi)業要傳達的(de)(de)(de)目標(biao)信(xin)息。3、公(gong)(gong)(gong)共(gong)關系規劃(hua)(hua)(hua)(hua)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)往往圍繞一(yi)個主(zhu)題展開。這(zhe)(zhe)些主(zhu)題大(da)(da)多(duo)(duo)是(shi)(shi)貼近人們生活(huo)(huo)(huo)(huo)(huo)的(de)(de)(de)主(zhu)題，如環保(bao)、節能等(deng)，可(ke)(ke)以(yi)(yi)獲(huo)得(de)(de)廣(guang)(guang)大(da)(da)消(xiao)費(fei)者(zhe)的(de)(de)(de)美譽：通過(guo)這(zhe)(zhe)些主(zhu)題的(de)(de)(de)發(fa)展，最大(da)(da)限度(du)(du)地(di)塑造品(pin)(pin)牌形象，使(shi)消(xiao)費(fei)者(zhe)不(bu)僅可(ke)(ke)以(yi)(yi)從(cong)產品(pin)(pin)中(zhong)獲(huo)得(de)(de)使(shi)用價值(zhi)，還可(ke)(ke)以(yi)(yi)獲(huo)得(de)(de)精(jing)神(shen)上的(de)(de)(de)滿足(zu)和(he)(he)(he)(he)(he)喜悅：廣(guang)(guang)告(gao)，特別是(shi)(shi)公(gong)(gong)(gong)益廣(guang)(guang)告(gao)，有(you)(you)(you)(you)時(shi)(shi)會產生公(gong)(gong)(gong)共(gong)關系效(xiao)(xiao)應，但(dan)遠低(di)于(yu)(yu)規劃(hua)(hua)(hua)(hua)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)的(de)(de)(de)公(gong)(gong)(gong)共(gong)關系功能的(de)(de)(de)有(you)(you)(you)(you)效(xiao)(xiao)性和(he)(he)(he)(he)(he)立體(ti)性。4、傳統的(de)(de)(de)經濟優勢廣(guang)(guang)告(gao)形式已進入成熟期，包括廣(guang)(guang)告(gao)成本越來(lai)越透明，價格折扣幅度(du)(du)不(bu)大(da)(da)。企(qi)(qi)業通過(guo)廣(guang)(guang)告(gao)往往需要數千萬的(de)(de)(de)廣(guang)(guang)告(gao)費(fei)用。相(xiang)比之(zhi)下(xia)，一(yi)次(ci)促銷活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)的(de)(de)(de)成本要低(di)得(de)(de)多(duo)(duo)，遠低(di)于(yu)(yu)廣(guang)(guang)告(gao)成本，可(ke)(ke)以(yi)(yi)快速(su)收到效(xiao)(xiao)果，同時(shi)(shi)更直接(jie)地(di)與消(xiao)費(fei)者(zhe)聯系，并及(ji)時(shi)(shi)得(de)(de)到市場(chang)反饋。5、由于(yu)(yu)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)的(de)(de)(de)第(di)(di)(di)二次(ci)傳播(bo)，我們沒有(you)(you)(you)(you)這(zhe)(zhe)樣的(de)(de)(de)時(shi)(shi)效(xiao)(xiao)性。但(dan)是(shi)(shi)，所謂的(de)(de)(de)第(di)(di)(di)二次(ci)活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)可(ke)(ke)以(yi)(yi)實現。被其(qi)他(ta)媒(mei)體(ti)轉(zhuan)載(zai):活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)有(you)(you)(you)(you)很多(duo)(duo)優點，但(dan)也有(you)(you)(you)(you)一(yi)些缺點。首(shou)先，活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)往往離不(bu)開廣(guang)(guang)告(gao)。活(huo)(huo)(huo)(huo)(huo)動(dong)(dong)(dong)(dong)(dong)(dong)策(ce)(ce)(ce)劃(hua)(hua)(hua)(hua)不(bu)當容(rong)易導致觀(guan)眾排斥。

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