书画营销策划案

l29 the company responsible for a variety of procedures for reimbursement document invoice review approval of work 30 regularly convened general meeting of shareholders preparation work for the meeting 31 the company responsible for payroll management jobs including around salary survey employee salary salary accounting methods developed payroll accounting payment of wages bonuses 32 the company responsible for delivery of financial procedures 33 according to the company s strategic development plan the preparation and management of funds to meet day to day operating funding requirements to ensure the company s safety liquidity and profitability of the funds 34 responsible for the environmental protection building materials Corporation issued by the Corporation Annual monthly economic indicators in the assessment of the economic responsibility system of proposed amendments 35 the company responsible for all types of contracts and tracking implementation implementation of the agreement abnormality was detected in time to take appropriate measures and feedback to the leadership 36 regular inspection analysis budget implementation of the business and financial performance and to propose measures to increase revenue and reduce expenditure 37 responsible for organizing the company s contracting business tenders 38 responsible for preparing the annual budget and final accounts distribution of profits loss compensation plan 39 responsible for the violations of financial discipline or damage the company s interests corruption and bribery review of the Act 40 书画是历史 文化和思想的积淀和传承方式 所以书画的营销和其 他固值商品的营销有一定的区别 而现如今书画市场也是良莠不齐 这也就使得如何营销显得尤为重要 本策划案主要针对书画的受众分析以及如何进行书画的营销进 行阐述 主要包括两部分一 书画受众分析 二 书画的营销渠道 传统营销和网络营销 详情如下 一一 书画受众分析书画受众分析 书画的用途一般分为 装饰 教育 礼品 收藏 根据其用途 其受众分为 1 1 以装饰目的的受众以装饰目的的受众 字画的装饰主要是为了提升空间的文化品位 营造安静祥和舒 适的氛围 一个有书画的墙面和没有书画的墙面会给人以截然不同 的视觉冲击和触动 而其中悬挂什么样的字画 则直接影响着空间 主人的文化品位及其层次 故以装饰为目的的手装主要有公司 个人 学校 商务会所 酒店 茶楼等 2 2 以教育为目的的受众以教育为目的的受众 所谓教育多指一些名言警句 主要以警示自己或者是个人信条 公司理念等 因为书画是中国悠远历史的积淀 故一副书画的出现 无疑会提升空间的文化底蕴 其受众主要有公司 个人 茶楼 政府机构 l29 the company responsible for a variety of procedures for reimbursement document invoice review approval of work 30 regularly convened general meeting of shareholders preparation work for the meeting 31 the company responsible for payroll management jobs including around salary survey employee salary salary accounting methods developed payroll accounting payment of wages bonuses 32 the company responsible for delivery of financial procedures 33 according to the company s strategic development plan the preparation and management of funds to meet day to day operating funding requirements to ensure the company s safety liquidity and profitability of the funds 34 responsible for the environmental protection building materials Corporation issued by the Corporation Annual monthly economic indicators in the assessment of the economic responsibility system of proposed amendments 35 the company responsible for all types of contracts and tracking implementation implementation of the agreement abnormality was detected in time to take appropriate measures and feedback to the leadership 36 regular inspection analysis budget implementation of the business and financial performance and to propose measures to increase revenue and reduce expenditure 37 responsible for organizing the company s contracting business tenders 38 responsible for preparing the annual budget and final accounts distribution of profits loss compensation plan 39 responsible for the violations of financial discipline or damage the company s interests corruption and bribery review of the Act 40 3 3 以礼品为目的的受众以礼品为目的的受众 书画作为文化历史的精髓 其作为礼品在人与人之间的传送也 是颇有渊源 经过社会的浮躁和洗礼 如今选择书画作为礼品馈赠 的人越来越多 而这也带动了书画商的发展 其受众主要有个人 书画礼品商 商业往来 公司及政府机构 4 4 以收藏为目的的受众以收藏为目的的受众 书画自古都有其收藏和升值空间 尤其是大家名家的作品 其 收藏价值不言而喻 故以收藏为目的的受众主要有专营书画的公司 书画爱好者 投资者 根据其受众的不同 其营销的方式和渠道也稍有不同 但无论 是哪种受众 都只有利润点的大小不同而已 二二 书画的营销渠道书画的营销渠道 一 传统营销渠道 一 传统营销渠道 传统渠道包括纸媒体 广告传媒 拍卖会展会 画廊等 1 纸媒体 纸媒体主要以报纸 书刊 宣传页 名片 公交站台广告为主 宣传页唯一的目的是为了提高公司及产品的知名度 但其成本 较高 而且当今社会对宣传页的接受程度普遍偏低 故用宣传页是 为下策 l29 the company responsible for a variety of procedures for reimbursement document invoice review approval of work 30 regularly convened general meeting of shareholders preparation work for the meeting 31 the company responsible for payroll management jobs including around salary survey employee salary salary accounting methods developed payroll accounting payment of wages bonuses 32 the company responsible for delivery of financial procedures 33 according to the company s strategic development plan the preparation and management of funds to meet day to day operating funding requirements to ensure the company s safety liquidity and profitability of the funds 34 responsible for the environmental protection building materials Corporation issued by the Corporation Annual monthly economic indicators in the assessment of the economic responsibility system of proposed amendments 35 the company responsible for all types of contracts and tracking implementation implementation of the agreement abnormality was detected in time to take appropriate measures and feedback to the leadership 36 regular inspection analysis budget implementation of the business and financial performance and to propose measures to increase revenue and reduce expenditure 37 responsible for organizing the company s contracting business tenders 38 responsible for preparing the annual budget and final accounts distribution of profits loss compensation plan 39 responsible for the violations of financial discipline or damage the company s interests corruption and bribery review of the Act 40 报纸可以利用专栏 如道行天下书画专栏或者义卖专栏等等 名字不重要 重要的是能长期的出现从而加深目标受众的印象 从 而聚集人气 最终实现利润 所以报纸的选择应以受众广 有针对 性专报为原则 比如燕赵晚报都市报 经营报或一些专业报刊 此 费用比宣传页略高 但效果比其也高 但不适宜长期投放 书刊更多的以专题的方式出现 而书刊的选择也多为专业书画 刊物 可以选择以名家带公司 或者选择投资 礼品或商业刊物 以 公司带名家及书画 书刊的费用一般较高在报纸之上 其最大的特 点是保存时间久 但就其效果而言 和报刊相近甚至有时不如报纸 不过刊物可以触及报纸延伸不到的地方 如高铁 动车 名片主要为上档次的名片 不是派发 也不是谁都给 名片的 主要目的是让接收方明白我们是做什么的 公司实力及品味档次 成本不高 但却为必须 注 名片须有档次和艺术品味 注 可以考虑和银行 投资公司等合作 派发自己刊物宣传手 册或在其大厅 展柜放置宣传物 亦或在有店员的场所给店员一定 利润 鼓励其销售等 报纸 报刊等统属于文化业界 除了利用其 宣传外还可与其合作 比如公司为会员制 可以吸纳其主要人物为 会员 从而达到合作共赢的目的 2 广告传媒 广告传媒主要是电视 移动电视广告 l29 the company responsible for a variety of procedures for reimbursement document invoice review approval of work 30 regularly convened general meeting of shareholders preparation work for the meeting 31 the company responsible for payroll management jobs including around salary survey employee salary salary accounting methods developed payroll accounting payment of wages bonuses 32 the company responsible for delivery of financial procedures 33 according to the company s strategic development plan the preparation and management of funds to meet day to day operating funding requirements to ensure the company s safety liquidity and profitability of the funds 34 responsible for the environmental protection building materials Corporation issued by the Corporation Annual monthly economic indicators in the assessment of the economic responsibility system of proposed amendments 35 the company responsible for all types of contracts and tracking implementation implementation of the agreement abnormality was detected in time to take appropriate measures and feedback to the leadership 36 regular inspection analysis budget implementation of the business and financial performance and to propose measures to increase revenue and reduce expenditure 37 responsible for organizing the company s contracting business tenders 38 responsible for preparing the annual budget and final accounts distribution of profits loss compensation plan 39 responsible for the violations of financial discipline or damage the company s interests corruption and bribery review of the Act 40 电视广告的投放以投资性节目 文化性节目 收藏坚定性节目为 原则 此其一 其二可以与广告传媒合作 因为传媒业也是一个文 化氛围相对较浓的群体 具体合作方式可以是文化交流 礼品赠予 会员制等等 3 拍卖会展会 二 网络营销 二 网络营销 网络在现今社会起着举足轻重的作用 在书画界也是如此 首先 首先 书画的网络营销 必须有其独立的网站 而网站的设计 须体现中国的传统文化风格 网站内容的设置须有名家专栏 明日 新秀等 最主要的是名家或权威人士的专栏 书画界或对本公司而 言强有力的视频宣传片 业界最新资讯以及本公司最新活动动向 如有需要可开设名家在线 可对 VIP 开放 或名家在线教学 注 此亦为利润来源之一 适用于网站进入一定阶段后此亦为利润来源之一 适用于网站进入一定阶段后 其次 其次 提高网站流量 其途径如下 1 上述传统媒体宣传中统一打上公司网址 2 行业知名网站的链接 有些知名网站的链接是付费 有些链接的 条件是交换 比如交换资源或者交换链接 具体事宜需要和网站的管 理员进行协商 l29 the company responsible for a variety of procedures for reimbursement document invoice review approval of work 30 regularly convened general meeting of shareholders preparation work for the meeting 31 the company responsible for payroll management jobs including around salary survey employee salary salary accounting methods developed payroll accounting payment of wages bonuses 32 the company responsible for delivery of financial procedures 33 according to the company s strategic development plan the preparation and management of funds to meet day to day operating funding requirements to ensure the company s safety liquidity and profitability of the funds 34 responsible for the environmental protection building materials Corporation issued by the Corporation Annual monthly economic indicators in the assessment of the economic responsibility system of proposed amendments 35 the company respons