购物中心圣诞节营销策划方法.pptVIP

? 2009 The World Bank Group, UNECE, All Rights reserved * shopping mall 商场策划专业 Development Planning - Take the Right Steps 购物中心开发策划-应用案例 A Catalog Introduction最佳实践分享 Wei Nong, Sep. 2009 农伟，2010年1月 Christmas Decorations as a marketing tool 购物中心圣诞装饰作为营销策划手段 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 today malls all over China are beginning to use this event with decorative facade and sales promotion. 圣诞节已成为全世界庆祝的重大节日。在中国，圣诞节已成为商店和购物中心的重要促销节日。在过去，圣诞节是在中国工作的外国人过的节日。而今天，中国各地的商场与购物中心开始使用这个节日的特殊性和外立面的装饰进行促销活动。 In overseas ,well planned and designed Christmas marketing plans for shopping centers 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. 在一线城市,良好的策划和营销计划能在圣诞节期间给购物中心带来高达占年销售总额25%至30%的销售收入。 Introduction 介绍 Christmas marketing comprises some key areas 购物中心圣诞节营销策划的一些关键手段 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 facade 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 the festive environment of fun, festivity and complimented by a Christmas promotion events. 外立面装饰。这是到目前为止为吸引顾客而采用的最昂贵和最常用的方法。整个外墙装饰着节日的主题或概念,这一做法不但从购物中心内部展现圣诞气氛，更从购物中心外立面带给顾客更多关于圣诞购物主题。用来促销的圣诞主题可以以传统的圣诞故