Lecture4会展项目策划
Lecture 4 会展项目策划
第一节会展策划概述 ② 第二节会展策划流程 3)第三节会展立项策划书 4第四节会展项目可行性分析
1 第一节 会展策划概述 2 第二节 会展策划流程 3 第三节 会展立项策划书 4 第四节 会展项目可行性分析
第一节会展策划概述
第一节 会展策划概述
第一节会展策划概论11会展策划定义 会展策划 会展项目策划师对会 屐策划 EXHIBITION PLANNING 展进行管理和决策的 一种程序,它是一种 突破界限永无止境 对会展项目的进程以 及会展项目的总体战 略进行前瞻性的规划 活动
会展策划 会展项目策划师对会 展进行管理和决策的 一种程序，它是一种 对会展项目的进程以 及会展项目的总体战 略进行前瞻性的规划 活动 第一节 会展策划概论 1.1 会展策划定义
Learn the Basics of Event Planning Hi! I'm Lindsay Pellegrino with Just Perfect Event Planning for About. com, and I'm here to talk about event planning basics. Plan Your Event Budget Clients never really give you a budget-they never really give you a number. So we kind of sit down and see what theyre most interested in, what they want to focus on, and we kind of work from there- we kind of do a line budget with them. Rentals are huge. This big tent in the background is probably one of your biggest costs for today, as well as-because we're at a track-insurance is another large liability, depending on the number of people and the tasks that are going on in the day. and food -food and alcohol, food and beverage is one of your largest costs as well. Get the Event Sponsored Sponsorships really depend on the type of event that you are throwing. If you are throwing a charity / non-profit event, you pretty much rely on sponsorships to cover all your costs as well as make money for the charity you're covering Anytime you can have a sponsor, it really cuts down any of your costs. I highly recommend getting a sponsor. Pick Your Event Date(s) Setting a date for your event can really rely upon what the event is, what the clients interest is Also, cost wise, if you're going to do a mid-week event, your costs are going to be substantially lower than an evening on a weekend, on a friday or Saturday night. You should always have a an indoor option for your event if it's outdoors. Also, a tentative reschedule of the date as wer contingency plan for your event- if the weather isnt suitable, you need to have a tent option Choose an Event location When you are deciding on your venue, you really need to figure out what the event entails. First how big is your guest list? Will the venue hold enough people? Do you want a music venue Does it allow for proper sound for that event? Does it allow for proper lighting of an event? Is there ample parking for your event? Cut Corners Carefully When budgets are really tight, you have to cut corners in some areas, and I think your client calls the shots in those areas where i think we have a better idea of where not to cut corners Today, for example, we're a little shy on helmets, and that's kind of messing up the whole races, because you dont want to send a driver out on a racetrack without a helmet
• Hi! I'm Lindsay Pellegrino with Just Perfect Event Planning for About.com, and I'm here to talk about event planning basics. Plan Your Event Budget • Clients never really give you a budget - they never really give you a number. So we kind of sit down and see what they're most interested in, what they want to focus on, and we kind of work from there - we kind of do a line budget with them. Rentals are huge. This big tent in the background is probably one of your biggest costs for today, as well as - because we're at a track - insurance is another large liability, depending on the number of people and the tasks that are going on in the day. And food - food and alcohol, food and beverage is one of your largest costs as well. Get the Event Sponsored • Sponsorships really depend on the type of event that you are throwing. If you are throwing a charity / non-profit event, you pretty much rely on sponsorships to cover all your costs as well as make money for the charity you're covering. Anytime you can have a sponsor, it really cuts down any of your costs. I highly recommend getting a sponsor. Pick Your Event Date(s) • Setting a date for your event can really rely upon what the event is, what the client's interest is. Also, cost wise, if you're going to do a mid-week event, your costs are going to be substantially lower than an evening on a weekend, on a Friday or Saturday night. You should always have a contingency plan for your event - if the weather isn't suitable, you need to have a tent option or an indoor option for your event if it's outdoors. Also, a tentative reschedule of the date as well. Choose an Event Location • When you are deciding on your venue, you really need to figure out what the event entails. First, how big is your guest list? Will the venue hold enough people? Do you want a music venue? Does it allow for proper sound for that event? Does it allow for proper lighting of an event? Is there ample parking for your event? Cut Corners Carefully • When budgets are really tight, you have to cut corners in some areas, and I think your client calls the shots in those areas, where I think we have a better idea of where not to cut corners. Today, for example, we're a little shy on helmets, and that's kind of messing up the whole races, because you don't want to send a driver out on a racetrack without a helmet. Learn the Basics of Event Planning
第一节会展策划概论 大型会展项目 >大型会展项目如意国家政府部门、贸促金钩、工商 会、集团公司等为主办者的会展,他们大多有相应的 部门或人员专门从事会展工作并有固定的决策程序 会展项目策划的缓解相对也比较规范合理。 小型会展项目 对于小的项目和公司而言,可能策划的环节会比较 简单,连续参加或者连续举办的展会决策过程可以比 较简单一些
第一节 会展策划概论 大型会展项目 ➢大型会展项目如意国家政府部门、贸促金钩、工商 会、集团公司等为主办者的会展，他们大多有相应的 部门或人员专门从事会展工作并有固定的决策程序， 会展项目策划的缓解相对也比较规范合理。 小型会展项目 ➢对于小的项目和公司而言，可能策划的环节会比较 简单，连续参加或者连续举办的展会决策过程可以比 较简单一些
会展项目策划要素 策划 对象 o策划者是整个会展运作实施过 策划 程中起着“智囊”的作用,策 依据 划者的素质直接影响着会展活 动的质量水平。 o策划对象既可以使某项整体会 展活动,也可以是会展诸要素 中某一要素(如会展宣传项目 项目策划 会展设计项目等) 要素 策划 方案 o策划依据既包括策划者的知识 结构、信息储存以及有关策划 对象的专业信息,也包括会展 策划者 项目立项的主客观条件等 策划方案是策划者为实现策划 效果 目标,针对策划对象而设计创 评估 意的一套策略、方法和步骤。 o策划效果评估师对实施策划方 案可能产生效果进行预先的判 系统性 断和评估
策划者 策划 对象 策划 方案 策划 依据 效果 评估 项目策划 要素 策划者是整个会展运作实施过 程中起着“智囊”的作用，策 划者的素质直接影响着会展活 动的质量水平。 会展项目策划要素 策划对象既可以使某项整体会 展活动，也可以是会展诸要素 中某一要素（如会展宣传项目、 会展设计项目等） 策划依据既包括策划者的知识 结构、信息储存以及有关策划 对象的专业信息，也包括会展 项目立项的主客观条件等。 策划方案是策划者为实现策划 目标，针对策划对象而设计创 意的一套策略、方法和步骤。 策划效果评估师对实施策划方 案可能产生效果进行预先的判 系统性 断和评估
第二节会展策划管理的流程
第二节 会展策划管理的流程
单位名称 策划部 流程名称 层次 任务概要 会展策划流程 里流程图 单位 总经理 营销副总 策划部 相关部门外部单位 节点 E B D 开始 2 会展营销调研 配合 提出会展创意 审批 审批 会展主题策划 可行性分析 配合 报批与备案 报批与备案 审批 是 组织实施 8 审批 审批 活动评估 归档 10 结束 公司名称 密级 共页第页 单位 签发人 签发日期
第二节 会展策划流程 2.1 会展策划管理流程图
1会展营销调研 信息收集 信息分析 编写报告 策划部进行有针对性◆策划部对收集的有◆对收集的资料进行 的市场调研,会展营 关市场营销环境和分类编排、结集归 销调研主要针对参展 会展市场潜力的各档,编制《会展营 商与观众的购买行为 种资料,包括文字销调研报告》 会展市场开发信息 、图片和录像等进 会展技术信息、专 行分析 业客户信息进行调研 重点:会展营销调研 标准:真实、有效 相关资料:会展营销调研报告
1 会展营销调研 信息收集 信息分析 编写报告 策划部进行有针对性 的市场调研，会展营 销调研主要针对参展 商与观众的购买行为 、会展市场开发信息 、会展技术信息、专 业客户信息进行调研 。 ◆ 策划部对收集的有 关市场营销环境和 会展市场潜力的各 种资料，包括文字 、图片和录像等进 行分析 ◆ 对收集的资料进行 分类编排、结集归 档，编制《会展营 销调研报告》 重点：会展营销调研 标准：真实、有效 相关资料：会展营销调研报告