XX商场圣诞节元旦双节促销活动策划案活动文档管理文件.docxVIP

XX商场20XX年圣诞节元旦促销活动策划书策划团队：翱翔策划人员：刘娜王爱宣高翔何君武目录一、前言·················································3二、市场分析·············································3三、活动背景·············································3四、活动目的·············································4五、活动时间和地点·······································4六、活动宣传设计·········································4七、活动展开·············································5（一）整体活动···········································51、圣诞许愿树············································52、一谏值千元---倾听您心声·······························53、暖手暖心暖饮周········································5（二）分类促销···········································71、食品促销··············································82、日用品促销············································83、化妆品促销············································84、电器促销··············································9八、活动物品准备及预算··································10九、注意事项············································10十、活动效果预测········································11一、前言当今市场经济高速发展，消费者们面临着市场上琳琅满目的商品而无法抉择，那怎样才能让自家商品在竞争激烈的市场上独占鳌头？此时，商家的附加服务就显的特别重要。因此，一向以“价廉质高，为顾客节省每一分钱”为服务宗旨的E—mart为欢颂圣诞，喜迎新年推出了一套新的促销方案，让我们的消费者在得到好的服务的同时获得最大利润，让顾客像旅行一样来购物。二、市场分析（一）优势方面XX商场“品种繁多、质量优良、价格低廉”的商品是最强的卖点，又给消费者创造了“方便的购物时间以及微笑、友善、热情、愉快的购物环境”，维系了忠诚的客户群体。这也是XX商场对消费者最有诱惑、最有传播性的促销活动。在具体的商品促销中更有自己的独到之处。（二）机会点1、由于市民生活水平的不断提高，在工作闲暇之际、居家休闲之时，购物已成为人们一种全新的追求。2、由于现在的公司工作时间都做了调整，市民休闲的时间增多，“休闲式购物”也造就了一个潜在的市场。 3、由于XX商场梅江店附近居民区较多，如瑞江花园、云水园、万科水晶城等大中型高档住宅区，且入住率较高，所以市场潜力巨大，居民消费需求很高。三、活动背景不知不觉西方圣诞节又即将到来，随着中国与国际的接轨，这一天俨然已成为国内年轻人热捧的狂欢节日，紧随其后的阳历新年也是中国的传统节日，而对于各个商家而言，绝不会放过这个蕴含无限商机的圣诞大餐，谁能独树一帜，抢占先机，便能为即将结束的20XX年划上一个完美的句号，也拓宽了新一年的销售渠道。我们的促销活动就是在这样一种浓浓的节日氛围下热闹开场。四、活动目的欢颂圣诞，喜迎新年，营造卖场内欢快的节日气氛。通过促销方式来吸引消费者及客户购买更多产品，提高商品销量，扩大营业额。在吸引消费者进行消费的同时更巩固其在消费者心目中的品牌忠诚度，以维系巩固的消费群。五、活动时间和地点活动时间：20XX年12月24日至2012年1月15日活动地点：XX商场梅江店六、活动宣传设计⑴广告策略：1、广告坚持真实性、感召性、简明性和针对性。2、可以运用广博的广告形式，进行促销活动宣传。3、运用场地连锁店的宣传单，进行活动的宣传。4、可以在网络上面发布相关促销活动的消息，把顾客引进卖场⑵广告宣传：1、在XX商场的每个入口以POP版组合展示宣传，使广告语更加醒目，对进入XX商场购物的顾客进行导向。2、海报宣传：超市