shoppingmal購物中心開發(fā)策劃應(yīng)用案例l實(shí)用教案

1、Christmas Decorations as a marketing tool購物中心圣誕購物中心圣誕(shngdn)裝飾作為營銷策劃手段裝飾作為營銷策劃手段第1頁/共15頁第一頁，共16頁。Christmas is celebrated all over the world. In China, this has becomes an important period for China departmental stores and shopping malls. In the past, it is celebrated by expats working in China. But

2、 today malls all over China are beginning to use this event with decorative facade and sales promotion.圣誕節(jié)已成為全世界慶祝的重大節(jié)日。在中國，圣誕節(jié)已成為商店和購物中心的重要促銷節(jié)日。在過去，圣誕節(jié)是在中國工作(gngzu)的外國人過的節(jié)日。而今天，中國各地的商場(chǎng)與購物中心開始使用這個(gè)節(jié)日的特殊性和外立面的裝飾進(jìn)行促銷活動(dòng)。 In overseas ,well planned and designed Christmas marketing plans for shopping cente

3、rs can bring about or contribute sales revenue of up to 25% to 30% of the years total retail sales revenue of the shops or departmental store. 在一線城市,良好的策劃(chu)和營銷計(jì)劃能在圣誕節(jié)期間給購物中心帶來高達(dá)占年銷售總額25%至30%的銷售收入。 Introduction介紹介紹(jisho)第2頁/共15頁第二頁，共16頁。Christmas marketing comprises some key areas購物中心圣誕節(jié)營銷策劃的一些關(guān)鍵

4、購物中心圣誕節(jié)營銷策劃的一些關(guān)鍵(gunjin)手段手段第3頁/共15頁第三頁，共16頁。Facade decoration. This is by far the most expensive and most used method to attract shoppers to the malls. The whole facade is decorated with a festive theme or concept that tells the shoppers more about what the mall theme is both used both on the facad

5、e and also on the inside the mall. Theme can be a Christmas story or a theme that is used for promoting the mall. Others select a color theme that will be used all the way from facade, Interior decorations and shops decoration to achieve a unified and consistent color theme for the mall to create th

6、e festive environment of fun, festivity and complimented by a Christmas promotion events.外立面裝飾。這是到目前為止為吸引顧客而采用的最昂貴和最常用的方法。整個(gè)外墻裝飾著節(jié)日的主題或概念,這一做法不但從購物中心內(nèi)部展現(xiàn)圣誕氣氛，更從購物中心外立面帶給顧客更多關(guān)于圣誕購物主題。用來促銷的圣誕主題可以以傳統(tǒng)的圣誕故事，或是現(xiàn)代圣誕主題。當(dāng)然，也可以為外面，內(nèi)裝飾和店面(din min)裝飾選擇一個(gè)統(tǒng)一的主題色彩，如再加上一些聯(lián)合圣誕的促銷活動(dòng)，就更能烘托購物中心的圣誕氛圍。 1. Christmas Decor

7、ations1. 圣誕圣誕(shngdn)裝飾裝飾第4頁/共15頁第四頁，共16頁。Streets decorations can attract tourists and shoppers to enjoy the festive environment and shop in the malls along the streets.圣誕節(jié)的街面布置可以吸引許多游客和購物者來此享受圣誕的氣息，并大大帶動(dòng)(didng)各樓層購物中心店鋪的銷售額。2. Christmas Streets Decorations 2. 圣誕街面圣誕街面(ji min)布置布置In Singapore, Orcha

8、rd Road is one of the worlds most popular shopping streets. Decorations are done on street lamps, pedestrian walk ways and nodes along the walkway are often well decorated with interesting picture taking spots. 重慶解放碑是世界聞名的商業(yè)街之一。在圣誕(shngdn)期間，重慶解放碑的購物中心，人行道和節(jié)點(diǎn)都披上了圣誕(shngdn)裝。在購物中心廣場(chǎng)處，往往還設(shè)置了可供行人攝影留念的圣

9、誕(shngdn)布置。（最佳實(shí)踐分享中介紹） 第5頁/共15頁第五頁，共16頁。The decorations and theme should be communicated with the retailers well in advance. This enables the tenants to plan their own store along the chosen theme. Also many of the mall owners will do other promotional events such as lucky draws and shows relating

10、to these Christmas themes and all these must be communicated early to allow the retailers to work and plan with the mall advertisingand Promotion team. Besides, some malls will invite overseas performances to the malls such as Disney “Snow white and the Seven Dwarfs” and other international events s

11、uch as charity events and international buskers, choirs and performances relating story of Christmas. Mall owners can use these events to excite the press and journalists and the tourism bureau and agencies to help publicize the mall. 策劃(chu)團(tuán)隊(duì)在節(jié)日裝飾和主題設(shè)計(jì)應(yīng)提前與租戶溝通好，以便租戶決定相應(yīng)的店面裝飾主題。同時(shí)，還有許多購物中心的業(yè)主會(huì)在圣誕期間

12、搞大型促銷活動(dòng)，例如幸運(yùn)抽獎(jiǎng)和與圣誕主題有關(guān)的節(jié)目表演。這些促銷活動(dòng)也應(yīng)提前由策劃(chu)團(tuán)隊(duì)完成并通知租戶和合作伙伴，以便他們協(xié)調(diào)自己的促銷活動(dòng)，與商場(chǎng)的促銷相輔相成。購物中心可以利用這些活動(dòng)來激發(fā)新聞?dòng)浾邅砗吐糜尉趾蜋C(jī)構(gòu)協(xié)助宣傳購物。 3. Community and Tenants communications3. 商業(yè)社區(qū)和租戶商業(yè)社區(qū)和租戶(zh)的溝的溝通通第6頁/共15頁第六頁，共16頁。Well designed mall utilize the services of experts in mall management to plan their long term ma

13、rketing needs:策劃團(tuán)隊(duì)?wèi)?yīng)根據(jù)購物中心的定位，加以利用(lyng)商場(chǎng)季節(jié)性的促銷活動(dòng)來與消費(fèi)者互動(dòng)以滿足長期的市場(chǎng)需求。4. Planning the mall for seasonal promotions and decorations4.商場(chǎng)商場(chǎng)(shngchng)季節(jié)性的促銷計(jì)季節(jié)性的促銷計(jì)劃和裝飾品劃和裝飾品1) Festive decorations for interiors and exteriors 節(jié)日期間內(nèi)部和外部裝飾(zhungsh)與活動(dòng)策劃 2) Stage requirements 促銷計(jì)劃與執(zhí)行要求 3) Banners hanging syste

14、ms 租戶與聯(lián)合促銷計(jì)劃溝通 4) Special MEP requirements for major shows and events 用于促銷和外場(chǎng)活動(dòng)的線上與線下廣告發(fā)布 第7頁/共15頁第七頁，共16頁。A good mall management firm will have various types of seasonal promotions from Christmas to Chinese New Year to other major holidays such as national day etc. 一個(gè)好的購物中心策劃(chu)人員和策劃(chu)團(tuán)隊(duì)會(huì)有各種類型

15、的季節(jié)性的促銷活動(dòng)制定策略，從圣誕節(jié)到中國的新年和其他針對(duì)性的重大節(jié)日，如國慶節(jié)等。Planning such events and promotions with impressive decorations is one way to lure shoppers to the mall and enjoy the festivity and create memorable experience. Promotion events coupled with good events will make the shoppers stay longer in the mall which in

16、 turn leads to higher retail sales turnover. 策劃人員用令人印象深刻的裝飾進(jìn)行促銷活動(dòng)是吸引消費(fèi)者的一種方式，讓消費(fèi)者享受視覺、聽覺，甚至是味覺的盛宴，創(chuàng)造一個(gè)難忘的購物經(jīng)歷。促銷活動(dòng)加上好的節(jié)日活動(dòng)會(huì)使消費(fèi)者在購物中心呆得更久, 以提高(t go)零售營業(yè)額。Summary總結(jié)總結(jié)(zngji)Good and attractive decorations coupled with good below the line promotions will help differentiate the mall operations from othe

17、r competitive malls.吸引人的節(jié)日裝飾再加上好的促銷活動(dòng)將有助于提高購物中心的競(jìng)爭(zhēng)力。 第8頁/共15頁第八頁，共16頁。7UP“七喜圣誕，激爽共享七喜圣誕，激爽共享”圣誕圣誕/元旦主題聯(lián)合活動(dòng)元旦主題聯(lián)合活動(dòng)(hu dng)推廣策劃最佳實(shí)踐分享推廣策劃最佳實(shí)踐分享第9頁/共15頁第九頁，共16頁。七喜圣誕(shngdn)，激爽共享主題主題(zht)：7UP2006年七喜圣誕活動(dòng)年七喜圣誕活動(dòng)(hu dng)策劃策劃1.圣誕樹2.圣誕祝福外場(chǎng)活動(dòng)：外場(chǎng)活動(dòng)：營造圣誕話題 與七喜聯(lián)合制作圣誕主題紀(jì)念包裝產(chǎn)品355ML將在重慶推出 購物中心戶外大型顯現(xiàn)（圣誕樹創(chuàng)意造型+圣誕派對(duì)）

18、加強(qiáng)銷售推動(dòng) 圣誕主題店內(nèi)陳列顯現(xiàn) 圣誕主題促銷（著重在1L的化妝品區(qū)和2L 4L服飾區(qū)、箱包區(qū)）活動(dòng)內(nèi)容：活動(dòng)內(nèi)容：第10頁/共15頁第十頁，共16頁。 首次與合作商家推出圣誕紀(jì)念罐，成為商場(chǎng)賣點(diǎn)(mi din)和話題。 通過制造商場(chǎng)話題提高消費(fèi)者對(duì)整個(gè)商場(chǎng)的關(guān)注度，結(jié)合主題促銷拉動(dòng)其他促銷商品尤其是化妝品與服飾的銷售。聯(lián)合聯(lián)合(linh)圣圣誕主題紀(jì)念包裝誕主題紀(jì)念包裝(只限本購物中只限本購物中心心)7UP2006年七喜圣誕活動(dòng)年七喜圣誕活動(dòng)(hu dng)策劃策劃（圖片僅作示意）第11頁/共15頁第十一頁，共16頁。7UP戶外活動(dòng)戶外活動(dòng)-大型大型(dxng)派對(duì)派對(duì)XX購物中心七喜圣誕(shngdn)激爽許愿派對(duì)主題主題(zht)：2006年12月24日時(shí)間：時(shí)間：“在全城最大購物中心的圣誕樹下實(shí)現(xiàn)圣誕心愿”在購物中心各門口和樓層設(shè)置七個(gè)不同的圣誕心愿箱，參與者在七喜圣誕賀卡上寫上要送出祝愿的人和祝語，投入希望實(shí)現(xiàn)的心愿箱內(nèi)主持人每小時(shí)抽出一個(gè)圣誕心愿用歌舞游戲配合制造氣氛可供選擇的現(xiàn)場(chǎng)合作游戲：勁樂團(tuán)/超級(jí)樂者（久游）、DJ Max（盛大新游戲）方式：方式：報(bào)紙媒體：“全城七喜圣誕心愿大搜索”征集圣誕心愿和祝福語，其中最熱門的七個(gè)圣誕心愿將成為購物中心圣誕活動(dòng)中會(huì)實(shí)現(xiàn)的七個(gè)圣誕愿望；評(píng)出最精彩的祝福語，邀請(qǐng)作者到活動(dòng)