Coordinate Marketing ActivitiesName: JohnChinese Name: Zhang YuxuanDepartment: Foreign LanguagesProfessional: EventsClass: 1002Student ID: 2010210615Date: December 1,2011CoordinateMarketing Activities英文名字： John中文名字：张羽轩系别：外语系专业：会展策划与管理班级： 1002学号： 2010210615日期： 2011年12月1日2011年（开封站）群星演唱会营销策划方案策划人：张羽轩摘要开封是中原地区黄河沿线重要的旅游城市，近几年被国家旅游局命名为中国优秀旅游城市。
悠久的历史，深厚的文化积淀，使开封享有七朝都会、文化名城、大宋故都、菊城之盛名。
遍布市县的名胜古迹，依稀可寻的古城风貌，特色浓郁的民俗文化，绚丽多姿的秋菊，显示了古都的风韵和魅力。
随着开封文化的大步发展，时至2011年年末，为迎接2012的到来，特邀请到罗志祥、蔡依林、飞轮海等当红明星在开封举行跨年群星演唱会。
一:市场分析1．演唱会的目标和任务开封一直处于全国文化名城前列，但从未单独举办过大型群星演唱会。
通过在开封举办大型演唱会，宣传开封文化，提高开封在全国的知名度。
2．市场现状与策略2011年上半年举办过2011年郑开国际马拉松，使得开封在全国乃至全世界的知名度大大提高，下半年开封第29界菊花花会成功的开幕，在开幕晚会中邀请到诸多两岸当红明星，更是提高了开封在国内的知名度。
但同时，诸多的音乐会、小型演唱会在开封兴起，使得开封在文化方面面临很大的压力。
竞争策略：要想提高开封的知名度，增加明星在开封举办演唱会的机会，通过市场调查分析后制定了差异化策略。
通过开封深厚的文化底蕴，结合2011年末之际，吸引更多的明星在此开演唱会。
3.主要竞争对手分析开封每年主要有开封摇滚音乐节、开封菊花花会开幕晚会、动感地带全国巡回演出。
2011年（开封站）群星演唱会SWOT分析二:营销策略1. 营销目标/预期效果占据开封文化市场，每场演唱会不低于8000人。
每年开一次大型的演唱会。
2.目标人群（1）高消费的人群（2）明星的粉丝（3）追求丰富生活的人群（4）文化音乐人士3.行动策划案（1）活动安排前期宣传活动：本次演唱会主要人群有以下四类：高消费的人群、明星们的粉丝、追求丰富生活的人群、文化音乐人等。
从以上看，我们总结出，前期的宣传主要围绕大中专学校、超市、居民小区附近及人流量较大的地区。
在开封主要的各个学校周围，由专人设立专门的咨询服务点，对这次活动经行专门的宣传。
同时，深入小区，对居民进行单页的发放，对演唱会进行讲解。
在开封主要的各个小区周围，由办事处人员设立专门的咨询服务点，对这次活动经行专门的宣传。
同时，深入小区，对居民进行单页的发放，对演唱会进行讲解。
利用广告进行宣传第一：流动标语广告在开封公交车上打出流动横幅，表明宣传的主题（跨年群星演唱会）第二：海报、宣传单页在各大卖场进行发放第三：报刊宣传在开封汴梁晚报进行宣传。
第四：网络媒体宣传在百度新闻、搜狐新闻等各大网站媒体上进行宣传三：经费预算➢活动场地租借费：50000元➢各项广告投入：6100元➢演艺与设备:26000元➢临时员工劳务：4000元传单人员：40每人每天（10人10天）➢活动其他开支：5000元合计：29000元2011(Kaifeng station) Stars ConcertMarketing PlanCurator: Zhang YuxuanSummaryKaifeng along the Yellow River in Central China is an important tourist destination in recent years by China National Tourism Administration named the outstanding tourist city. Long history, rich cultural heritage, so enjoya move Kaifeng city, cultural city, the ancient capitalof Song, Ju city's reputation. Monuments throughout the city and county, vaguely ancient style to be found, features a rich folk culture, gorgeous Chrysanthemum, showing theancientcapital of charm and charisma. With the developmentof Kaifeng culture step, untilthe end of 2011, to welcome the arrival of 2012, invited go to Luo, Jolin Tsai, Fahrenheitand other star of stars in the New Year's Eve concert heldin Kaifeng.Ⅰ: Market Analysis1. Objectives and tasks concertKaifeng has been in the forefront of national and cultural city, but never held a single largeStars concert. By organizing large-scale concert in Kaifeng, Kaifeng andcultural promotion,to improve the visibility of Kaifeng in the country.2. Market Situation and StrategyHeld during the first half of 2011 ZhengkaiInternational Marathon in 2011, making theKaifeng in thecountry and the world greatly increased the visibility of the second half of the29th Kaifeng Chrysanthemum flower industry successful opening, invited to the openingparty star of many sides, more is to improve the visibility of Kaifeng in China. At the sametime, many of the concerts, the rise of asmall concert in Kaifeng, Kaifeng in culture makesa lot ofpressure faced.Competitive Strategy: To enhance the visibilityof Kaifeng, Kaifeng increased star concertat theopportunity, through market research analysis todevelop a different strategy. Rich culturalheritage through Kaifeng, combined with the occasion of the end of 2011, to attract more star in this concert.3. Analysis of major competitorsKaifeng Kaifeng year mainly rock musicfestival, opening party Kaifeng chrysanthemumflower, M-Zone na tional tour.2011 (Kaifeng station) Stars concert SWOT analysisⅡ: Marketing Strategy1 .marketing objectives / expected resultsOccupy Kaifeng cultural market, each concert will be not lessthan 8,000 people. Once a year a large concert.2. the target population1) high consumption of the population2) Star fans3) the pursuit of rich people living4) cultural musicians3 action plan case(1) eventsPre-campaign:The main concert crowd in the following fourcategories: high consumption of the population, the stars ofthe fans, the pursuit of arich life, people, culture, music and so on.From theabove perspective, we conclude that themain pre-publicity surrounding the large secondary schools, supermarkets, residential area near the flow of people and larger areas.Primary school in Kaifeng around all by hand the creation of specialized consulting services point ofthis special promotional activities by line. At the sametime, in-depth plotfor the residents of single-page release,the concert will be explained.The main area in Kaifeng all around by the office staff set up a special point of consulting services, specifically for the event by the line of propaganda. At the same time, in-depthplot for the residents of single-page release,the concert will be explained.Use of promotional advertisingFirst: Mobile banner adsFlow of buses play in Kaifeng banner, that the subject of publicity (New Year's Eveconcert stars)Second: posters, leafletsBe issued in the supermarketsThird: the press publicityEvening in Kaifeng Bianliang publicity.Fourth: the network mediaIn Baidu News, Sohu and othermajor news media publicity sitesⅢ: budget⌝venue rental fee: $ 10000⌝the ad spending: $ 5,000⌝entertainment and equipment: $ 5,000⌝temporary staff service: $ 4000Leaflets staff: 40 per person per day (10 person 10 days)activities other expenses: $ 5,000Total: $ 29,000。