游艇展策划书.docx
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游艇展策划书.docx
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游艇展策划书
游艇展策划书
篇一:
20XX年游艇展项目策划书
20XX年中国(天津)国际游艇及设备
展览会项目策划书
参赛院校:
天津城市职业学院
团队名称:
Weareone
小组成员:
张馨予袁雪垌吴雪清
指导教师:
于永鑫张素霞
目录
一、展会概况...................................................................................................................................1
1.展会名称.............................................................................................................................1
2.展会时间.............................................................................................................................1
3.办展地点.............................................................................................................................1
4.办展频率.............................................................................................................................1
5.展会机构构成.....................................................................................................................1
(1)主办机构.................................................................................................................1
(2)承办机构.................................................................................................................1
(3)协办单位.................................................................................................................2
(4)支持单位.................................................................................................................2
(4)合作媒体:
.............................................................................................................2
6.参展范围.............................................................................................................................2
(1)船艇及游艇.............................................................................................................2
(2)码头、俱乐部及服务机构.....................................................................................2
(3)配件及设施、设备.................................................................................................2
(4)水上运动、旅游休闲产品.....................................................................................2
(5)豪华生活用品.......................................................................................................3
7.展会主题.............................................................................................................................3
(1)专业之道.................................................................................................................3
(2)奢华之路.................................................................................................................3
(3)休闲之旅.................................................................................................................3
8.展位情况图.........................................................................................................................3
(1)展馆内.....................................................................................................................3
(2)水上展位.................................................................................................................3
9.展会VI设计.....................................................................................................................4
二、可行性分析...............................................................................................................................4
1.宏观市场分析.....................................................................................................................4
(1)行业发展情况.........................................................................................................4
(2)政策法规..................................................................................................................5
(3)经济发展状况.........................................................................................................6
(4)社会文化环境.........................................................................................................6
2.微观市场环境分析.............................................................................................................7
(1)办展机构.................................................................................................................7
(2)目标客户.................................................................................................................7
(3)天津码头基本建设情况分析.................................................................................8
(4)展馆分析.................................................................................................................8
3.SWOT分析........................................................................................................................8
三、展会活动...................................................................................................................................9
四、宣传推广计划.........................................................................................................................11
1.宣传对象...........................................................................................................................11
2.宣传目的...........................................................................................................................11
3.具体流程...........................................................................................................................11
五、招展计划.................................................................................................................................14
1.招展目标...........................................................................................................................14
2.招展方法...........................................................................................................................14
3.招展流程...........................................................................................................................14
4.参展资格...........................................................................................................................15
5.展位信息...........................................................................................................................16
6.展位优惠...........................................................................................................................17
六、招商计划.................................................................................................................................18
1.招商原则...........................................................................................................................18
2.招商工作内容...................................................................................................................18
3.招商流程...........................................................................................................................18
4.广告与赞助.......................................................................................................................19
七、预算.........................................................................................................................................23
1.支出...................................................................................................................................23
2.收入...................................................................................................................................24
3.盈利...................................................................................................................................25
八、现场管理.................................................................................................................................26
1.观众登记和入场管理.......................................................................................................26
2.游艇展现场广告管理.......................................................................................................26
3.对参展商的行为管理.......................................................................................................26
4.安全管理...........................................................................................................................26
5.交通、物流管理...............................................................................................................27
6.餐饮管理...........................................................................................................................27
7.证件管理...........................................................................................................................27
8.参展商和观众投诉处理...................................................................................................28
9.新闻管理...........................................................................................................................28
10.知识产权保护工作.........................................................................................................28
11.展览会运输代理商管理.................................................................................................28
12.配套服务管理.................................................................................................................28
13.专业观众入场管理.........................................................................................................29
14.应急管理.........................................................................................................................29
背景分析
目前,中国船舶工业在游艇制造标准上已与国际接轨,我国在制定游艇标准方面已形成一套体系。
随着20XX年1月1日《游艇安全管理规定》的施行,意味着游艇跨海区巡游成为可能,这是我国游艇行业的又一重大突破。
同时,伴随着游艇生产企业的增加,成本的降低和价格的大众化,国内富裕阶层扩大和迅猛发展的旅游经济,将为我国的游艇产业发展带来全方位的机遇。
我国游艇产业正在进入有史以来最
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