发布时间 : 星期四 文章北京交响乐团策划书 - 图文更新完毕开始阅读
北京交响乐团策划书
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北京交响乐团策划书
目录
第一章 市场环境分析
一、市场环境中的宏观制约因素····································································7 二、市场营销环境中的微观制约因素····························································9 三、市场概况··································································································10 四、营销环境分析总结··················································································12
第二章 营销提案
一、营销策划目的··························································································13 二、市场状况分析：
1、消费者分析 ····························································································13 3、“北交”音乐产品分析 ··········································································20 4、“北交”和竞2、消费者细分 ·······························································18 争对手的竞争状况分析 ··············································································22 5、竞争对手国交的广告活动分析 ····························································25
三、“北交”SWOT分析 ···············································································27 四、营销策略··································································································29 1、产品策略
(1)产品定位策略 ····················································································29
(2)产品设计 ····························································································30
第三章 广告创意及策略
一、广告目标··································································································37 二、广告时间··································································································37
(3)产品组合 ····························································································32 (4)产品策略小结 ····················································································33 2、价格策略································································································33 3、促销策略································································································33 4、渠道策略································································································36
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北京交响乐团策划书
三、广告的主题······························································································38 四、广告的诉求重点······················································································38 五、广告的诉求策略······················································································38 六、广告表现··································································································38
第四章 媒介提案
一、媒介目标·································································································42 二、媒介策略·································································································42 三、媒体选择与排期·····················································································43
第五章 广告费用预算······························································································ 48
第六章 效果预测和监控 ························································································· 49
附录 ················································································································································ 50
总结 ···································································································································· 53
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市场环境分析
第一章 市场环境分析
一、市场营销中的宏观制约因素
1.企业目标市场所处区域的宏观经济形势：
? 人口状况： 全国第五次人口普查显示北京市总人口为1381.9万人，居住在
城镇的人口为1071.6万人，其中15-64岁的人口为1078.6万人，占总人口的78.0%。到04年本、专科在校生已达到50万人;在学研究生达到14.4万人，毕业研究生达2.95万人。以上数据表明北京人口不仅数量巨大而且平均素质也相对较高，高雅音乐在其中有非常巨大的发展潜力。
? 市场的经济环境： 从2000年到2004年北京GDP年平均增幅为11.2%，2004年北京人均GDP值为28695元，在全国排名第三；城镇居民生活的恩格尔系数已降至31.7%，达到富裕水平；北京的物价水平、人均可支配收入等各项指标均高居全国前列。居民对还被视为高消费的文化消费有一定的承受能力，这也使得作为高消费一部分的交响乐拥有更多的市场机会。
? 居民收入与支出：北京城镇居民人均可支配收入为15637.8元，位居全国第二。从1999年开始城镇居民文化消费平均每年递增约15.2%，实现了快速增长。北京市常住户籍人口约1100万人，以户均人口为4人计算（实际户均人口为3点多人），仅常住人口的文化消费一项已达396亿元。经济的持续快速增长、居民人均可支配收入的进一步增加和居民消费重心的转移促使了文化市场的繁荣和持续发展。
? 技术环境：唱片和网络的发展在一定程度上方便了人们对交响乐的接触和需求。然而，在家就可以听交响乐的方便却又使到现场观看演出的观众人数受到了影响。
2.文艺演出市场的政策、法规背景：
? 《国民经济和社会发展“十五”计划纲要》中要求文艺演出业“发展应立足于民族文化，大力开发中华民族优秀文化遗产，在弘扬民族文化、推进我国文化产业国际化方面发挥重要作用”。这为致力于推动民族音乐交响化的“北
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