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Jingdong book

活动策划完全制胜攻略

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Books Management Enterprise Management and Training

Jingdong book

活动策划完全制胜攻略

Name: 活动策划完全制胜攻略
Brand: Jingdong book
SKU: 3102005141
Price: 19.63 USD
Availability: OutOfStock

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Content Description

《活动策划完全制胜攻略》是公关活动策划及执行领域内屈指可数的专业作品之一，既有西方活动策划的新颖灵感创意，又具适合于中国活动执行细节的参考图表。本书可称是从事活动策划行业人士的良师益友，是促成活动顺利完成的终极指南。

Author Description

朱迪·艾伦女士是一位在活动策划领域享有很高声誉的专家。艾伦女士在世界30多个国家策划过规模不等的活动，既有与会嘉宾过2000人的超大型活动，也有富有激情的迪士尼《美女与野兽》的世界巡回首映晚会，还有带给客人惊喜与温馨回忆的私密VIP活动。

Catalogue

致公关“战友”（代中文版序）
序言
献辞
致谢
第一章初级阶段：初期规划及预算
一、确定活动目标
二、资金额度
三、活动愿景
四、活动愿景之常见问题答疑
五、活动体验的设计目标
六、初期规划
七、活动预览
八、预算监控
九、活动设计准则要点回顾
十、活动体验设计目标

第二章活动的组织与时间安排
一、活动的统筹安排
二、工作安排任务表
三、时间安排
四、日期的选择
五、活动统筹安排要点回顾
六、编制活动统筹安排

第三章活动场地，
一、活动地点的选择
二、活动场地的要求
三、酒店和会展中心
四、餐厅、私人场所和酒宴承包
五、剧院
六、帐篷
七、新建场所的开业庆典
八、合同
九、活动场地相关问题答疑
十、有关运货要求方面的要点回顾
十一、有关活动供应商安装设备的物流要求方面的要点回顾
十二、有关活动供应商拆卸设备方面的要点回顾

第四章客运交通
一、空路
二、陆路
三、客运交通相关问题答疑
四、本章要点回顾

第五章迎宾
一、迎宾工作相关问题答疑
二、迎宾曲
三、迎宾曲相关问题答疑
四、报到登记：嘉宾证（安全通行证）与票券领取
五、报到登记工作的相关问题答疑
六、本章要点回顾

第六章活动场地的要求
一、房间要求
二、房间要求相关问题答疑
三、舞台、视听设备和照明
四、舞台、视听设备和照明等相关问题答疑
五、灯光照明具体问题答疑
六、本章要点回顾：房间、会场和供应商的要求以及合同条款

第七章活动嘉宾，
一、了解嘉宾的个人情况
二、嘉宾名单
三、请柬
四、媒体
五、媒体工作相关问题答疑
六、参加活动的儿童
七、电子请柬与光盘请柬
八、活动筹办网站和活动回复网站

第八章餐饮
一、不同风格的得克萨斯主题聚会案例
二、安排餐饮的注意事项
三、菜单设计
四、工作人员的安排
五、慈善捐赠

第九章其他注意事项
一、娱乐
二、娱乐安排相关问题答疑
三、摄影与摄像
四、摄影工作相关问题答疑
五、主题与计划
六、点睛之笔
七、员工、供应商以及演艺人员的工作许可证
八、活动风险评估
结束语
一、落幕！
二、喝彩！
三、新的开始
附录一发布会执行流程表
附录二论坛活动发布会活动报价表
附录三路演活动报价表
附录四嘉宾环节表
附录五时间推进表
译后记

Book Abstract

三、活动愿景
要想使活动设计得既符合客户的目标又能精彩纷呈，就必须立足于客户的初始活动愿景。只有这样，才能抓住关键、找到本质。确立了活动目标之后‘就要对活动进行设想规划——这是你进行一切活动设计的起点。虽然最后的设计方案可能和你最初的设想大不相同，但是把活动愿景都罗列出来有助于对所需活动成本进行计划安排。做计划时可以从规定的预算开始倒推，看是否有合适的方案，或者预算与活动要求间是否存在一定的弹性。
例如，某公司有4500美元的预算为250名客人举办一次户外午餐。已知预算中有一部分需要用来支付露营、桌椅、桌布、餐具、食品、酒水（如葡萄酒、啤酒等）、娱乐消遣以及每人一件小礼物。客户希望举办一次新奥尔良式野餐。也就是说，每个人只有18美元的预算来为上面所列项目的支出买单。而单苎250名客人露营的费用——其中包括帐篷的拆装、申报批准手续、保险——就远远超出了整个预算。如果认定新奥尔良主题是帮助公司实现其活动目标的核心元素（例如，他们正推出游览新奥尔良的奖励计划），那么还有一种比较新颖的做法，即包下当地一家爵士乐俱乐部（因为爵士乐之冠首推新奥尔良）那么仅需利用该俱乐部自身的设备就可以获得布景、娱乐（用录音带或现场演奏）、佳肴、开放式吧台等一条龙服务，这些费用再加上全部税费和服务费也不会超出预算，并且还能保留其活动的核心元素。一些价格不贵的小物品，例如新奥尔良特产果仁糖，花费不高，还可以作为送给客人的小礼物。
对活动进行设想规划时，需要考虑五条活动设计原则，即：
（1）活动元素——组成活动的方方面面；
（2）活动要素——活动不可或缺的组成部分；
（3）环境——活动场地与活动风格；
（4）活跃的气氛——活动营造的某种氛围；
（5）情感——对活动的感受。
有关活动的各项内容将在后面章节详细讨论，而如果要根据预算来设计活动愿景的蓝图，下面概括的几个方面则必须加以考虑：（一）活动元素——组成活动的方方面面
对于所有活动策划而言，首要步骤都是统观大局。
……

Introduction

自2000年《活动策划完全手册》首次出版以来，活动策划业已出现了突飞猛进的发展和进化，并发生了日新月异的变化。本书第一版向读者介绍了活动策划的基本准则，而第二版在第一版坚实的基础上，又加入了活动策划业内所出现的新领域和新内容，以达到与时俱进的目的。目前的活动策划已经发展成规模庞大的产业，从事这一行业的包括筹办企业活动、社交活动、非营利活动以及婚庆活动（婚庆策划目前已发展成为数十亿美元的大产业，隶属专业活动策划）的专业活动策划公司、会奖公司、会议策划师、自由策划师、公司内部负责营利活动的高管以及企业内部的活动策划人员和非营利活动策划人员。
随着活动策划业的发展，目前全球许多大学都为将来立志于在活动策划的专业领域大展拳脚的学生或者从事相关行业的学生以及攻读营销、公关、商务、传播学的学生增加了活动管理类课程的数量，因为他们知道，了解如何成功地举办活动以及策略地利用活动将对他们自己、对他们将要效力的公司都有着深远的意义，并且可以为自己带来竞争优势。
活动策划业（即特殊活动领域）如今已经发展成为数十亿美元的全球性产业，然而在十余年前，这样的专门市场却根本不存在。过去的活动策划师往往供职于会奖公司、会议策划公司、传媒公司或者普通公司的策划部。今天，活动策划师可以是自由职业者，他们推出了全新的精品服务。在活动策划方面，他们创意无限、成绩彪炳，比大公司更具有灵活性，而且不在意与之合作的公司的规模大小，因此令客户十分满意。
许多老牌的活动策划公司发现，如今大量的新人加入了这一行业，他们的竞争对手有如恒河之沙，如何寻找业务和开展业务也因此发生了变化（例如，许多策划公司都同酒店、度假酒店和会场建立了长期合作的关系，而如果客户签约的活动不止一个，那么他们还会提供优惠）。今天，许多较为大型的策划公司都没有确定数量的员工，而客户也对此见怪不怪。美国9．11事件和非典疫情立刻叫停了世界很多地方的活动策划业务，这时，对此巨变毫无准备的活动策划业处于经济复苏期。自此之后，很多较大的活动策划公司决定仅保留创意设计的核心员工，其他则在需要进行活动策划、举办活动和现场主持时，聘请自由职业者（这些自由职业者在一年中或许会效力于多家活动策划公司，也有可能服务的是同一家企业客户，只不过同一家公司为其分配了不同的工作）。在这种情况下，双方必须进行全面的磨合，以确保一切按照公司的标准有条不紊、井然有序地进行。
在过去的十余年里，活动策划在许多领域都有所发展，而今天它成为了企业提高知名度、拓展新业务、建立客户忠诚以及进行自身发展的行之有效的工具。不论是营利还是非营利（有时是半营利、半非营利）性质的企业客户都会寻求活动策划师的帮助，因为策划师不仅懂得活动设计、战略规划、物流管理、时间安排和预算控制，而且还擅长一种技巧，即用活动来拓展市场、创立品牌，帮助企业从众多竞争对手中脱颖而出。客户现在已经意识到，活动不仅可以激励员工，而且还可以实现公司的多重目标。企业正试图联手活动策划公司，来获得这一技巧。
此外，活动类型的范围也有所发展。活动策划师必须做到不仅能够对传统活动进行精心计划，而且对于更高级的商务活动也能够进行创意策划和操办。过去的活动策划师筹办的主要商务活动包括：
·董事会议·会展
·商务会议·公司展出
·客户答谢活动·员工答谢活动
·大型会议·商业展出
而今天，他们会将客户的活动提升到新的层次，所筹办的活动的范围也扩大了：
·为增进感情、增强体能而专门打造的培训讲座·冠名权
·产品发布会·产品的植入式广告
……

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