Tracy: Dongguan theatrical event planning company - Thousand Young cultural planning Line: Wu Sheng 13763268364 The following is part of a Division I program document written by customers, we will make sure that every customer has a dedicated creative, get enough surprises, sincerely look forward to cooperation! I. Background performance market and other commodity markets both similarities, there are many unique places, so the show promotion and other commodities also have the same marketing and differences. In the performance market marketing campaign, 4 P also exists, product, price, place, promotion, marketing mix of these four factors still dominate. The level of quality of the performances, the fare positioned correctly or not, channel selection is reasonable, effective promotional tools are not all determine the success of marketing. Drama, sophisticated art forms, most Chinese people are not able to accept and appreciate only have a certain cultural tastes, with a certain cultural level of talent is the real drama of the target audience. This means that ballet is not a mass of culture and art, but also exotic Moreover, relatively unknown for the people concerned. This seems to be the promotion of the Beijing Dance Academy and drama, so that there is a contradiction popularity of high art. However, when we analyzed the performance market in Hangzhou, found that there are many favorable for us to promote the high art of positive factors: 1. Has more than 700 million people, people with higher education 7.2% of the population, and therefore the majority of the potential market; 2 has a 2200 history and culture, cultural, artistic atmosphere; 3. Higher incomes and consumption levels, for culture, entertainment consumption on the rise; 4. Past, foreign and domestic famous ballet troupes there had been hot scenes in Hangzhou. With these points, we have reason to believe that there is a sizable market drama. After analysis, the star that is our difficulty is our advantage. Someone must see, one run, two watch, three engaging, will look to buy a ticket, watch will contact drama, engaging tomorrow will look, the market economy is not performing, what causes it? Even the audience point of view we can not do, do not look at it impossible to know whether the watch and engaging, with what kind of method to make the audience into the theater, "the star is the last word," a drama that is supported by the star, into the theater the theater to see what, see who played, so that is the "star group of units, edge combination", you can say (Celebrity) the chances of success more, there is a well-known star, the star is not only money, but also a bright spot. I believe that a considerable part of the current drama audiences appreciate the drama of the requirements for non-foreign corporation is not not see, there is a chance to enjoy a major drama, feel the atmosphere of the scene to watch the elegant art. . Since one of our goals is to promote the show drama, promote high art, so that more people can enjoy the drama, then the combination of performance levels, we will this show targeted at the middle class and business leaders mainly epitaxy (25- -50 years old), inner desire to participate on an equal status with the power to send the outstanding artistes to release physical and mental stress. Price determines the position, because the main face of the middle class and business leaders, the price is not too high nor too low, naturally. We initially decided to set a minimum fare of 100 yuan, up 480 yuan fare. But if the audience is only 1/60 of low-priced tickets, then this is only a low-cost form of embellishment and with our proposed "salaryman art paradise" slogan does not match. In the more than 1,600-seat theater, the '20% of the seats of the fare set at 100 yuan, while 280 yuan, 380 yuan price also accounted for the majority, and 680 yuan for VIP audience only 100. From this point of speaking, truly low price. In addition to the pre-pricing, promotion, channel, promotion strategies, mainly by our company is responsible for the design and production of posters to promote the desired ticket, brochures, leaflets and other promotional materials. Nominal value of two performances of a total of about 100 million. The cost-sharing as follows: Hangzhou Grand Theatre cost $ 150,000 advertising costs 5-15 million appearance fee actor performances, costumes, props cost 400,000 yuan, 10,000 yuan cost of public relations, personnel management, payroll and other expenses 50,000. Although the nominal value of 100 million, but if deducting the discount distribution channels, a large number of tickets, it is estimated that can be recovered funds should be between about 70-80 million, net of fees which can be guaranteed, even surplus. Under the premise of a fixed par value, only to reduce costs in order to ensure profits, fees, only the advertising costs are relatively flexible, posters, brochures, leaflets printed design fee includes the cost of which is about the budget 30,000 yuan three, Ticket promotion is in full swing, I thought a lot of established sales channels, as soon as possible so that the outflow ticket. Theatre of course become a sales channel. Victory theater, dance theater, Star Cinema, Hangzhou Grand Theatre is a cooperative unit, through the Grand Theatre in these theaters have also established ticket. We take into account the high turnover rate of the population in major shopping malls, and higher shopper income levels is essential to establish outlets in shopping malls. Wholesale discount of 15%, mainly located in major shopping malls by the lady in charge of the sales desk, on-site posters, leaflets support advocacy. After the establishment of a good sales channel is then begun a campaign. I think the City Express, Youth Times, Zhejiang Economic Daily and other white-collar reading habits consistent newspapers publish newspaper flowers, soft coverage, etc; TV media: TV channel, TV Television Channel, Children's Channel television advertising for 15 seconds, frequency density that; the use of broadcast radio traffic mainly during peak commuting player; Sina, Sohu, Xinhua, Qianlong News homepage for the establishment of specialized activities for the whole trip reports; outdoor advertising bus shelters, Published 1 month, banking and high finance people gathered, upscale restaurant area, elites, entrepreneurs, overseas people, technology centers and so on. Costs to meet budget. PR is also a one way ticket to promote the flow of public relations activities aimed at group bookings. The first ring: the spectators; second ring: pay off; the third ring: brokers; fourth ring: the seller. Onlooker: We framed as ministries and provincial and municipal leaders; pay off: we framed as major and medium-sized enterprises, especially state-owned (the cause of) the nature or origin of the company; brokers: matchmaking, supply and demand information dissemination persons; Seller: of course us. The high cost of printing a number of highly targeted exquisite, luxurious drama pictures, centralized, accurate delivery to the Hangzhou-based various government agencies, business groups units, public security department, cultural and educational body health and financial institutions, all business groups etc., the recipient of the unit's leadership directed, responsible person. In the final stage: the stage near the curtain, as well as tickets than you can use direct response advertising on newspapers. Newspaper clippings price tickets to promote the box office. Fourth, an investment program, aimed at the target audience: 1.1, financial institutions: Bank: Chinese banks, foreign banks, joint venture banks, credit unions; insurance: insurance agents, insurance brokers, insurance companies estimated the public; Futures Securities: 1.2, financial services institutions; futures brokerage firms, securities brokerage firms, securities clearing houses, stock exchanges: asset management companies, fund management companies, venture capital firms, trust and investment companies, credit guarantee companies, financial settlement center, and credit, asset valuation office, accounting, auditing firms, business groups; 2, the target customer base features: 2.1, are capital-intensive industries or services; 2.2, attention corporate image; 2.3, price sensitivity is relatively low; 2.4, purchase intention to consider longer term; 3, a target customer base benefit analysis, made by the political business: The concert will be held January 22, 2007 -23 first show at the Grand Theatre. During the celebration activities as ways to relax and staff of government departments. Influence from the government level, the level of delegates speaking, have a lot of publicity benefits. Second, the market players the same: through pre-market surveys, participate in the "Peach Blossom Land," the main part of the middle class and business leaders mainly, but also the main consumer of your products, of course, is the main goal of competing brands. Third, the "Peach Blossom Land" will work with the full cooperation of media coverage. Activity costs involved in both the mainstream media to advertise again in the show, too.