2026新春年货节-市集策划方案

2026新春年货节人间烟火处/年味渐浓时/岁岁常欢愉/事事皆如意新年元旦新春年货节市集策划方案马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE2026丨中国年NewYear'sDay2026马年大集寻觅民俗遇见中国年NewYear'sDay小时候记忆中对于新年的期待是张灯结彩充满年俗的大街小巷，是一串串噼里啪啦的鞭炮声，还有那逛大集“置办年货”的新年场景。2026赶个年味集HAPPYNEWYEAREPISODE赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

LONGNIANLONGNIANLONGNIANYEAR’SDAY2026NEW现如今，新年的“年味”已渐行渐远，只剩下一个符号、一份儿时的记忆。童年的快乐正在逐渐消失，但是那久违的“年味”总是记忆中最怀念的味道。NewYear'sDay2026马年大集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

怀着对“年味”的惦念，我们将以【赶个年味集】为主题来一场重拾“年味”的新年之旅。通过有记忆、有温度、有情怀的场景打造和活动环节设置打造一场【中国味儿】十足的新年活动。2026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

通过民俗街区、民俗游园、年味市集、庙会节目大赏等活动内容重现那琳琅满目热闹非凡的场景，感受那人群川流不息的热闹大集，用逛庙会、看民俗表演、打卡民俗游戏来寻觅儿时那浓浓的年味儿。NewYear'sDay2026马年大集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODEDRAGON

YEAREPISODE目录赶个年味集NewYear'sDay01.活动概述02.宣传策略03.活动主体04.执行细则马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

ONE活动概述HAPPYNEWYEAREPISODE民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

活动时间：2026年元旦/春节营销节点活动地点：地产项目营销中心/商业中心活动主题：2026赶个年味集01.民俗潮趣街区02.年味民俗游园03.国潮年味市集04.民俗庙会大赏活动概述HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE赶个年味集HAPPYNEWYEAREPISODE以“赶个年味集”为载体，延续中国沉淀千年的新年民俗。融合年轻化客群偏爱的活动元素，“拿捏”年轻人的喜好，赋予项目独特的魅力。2026赶个年味集NewYear'sDay2026马年大集国潮年味市集民俗潮趣街区年味民俗游园民俗庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE01.提升项目知名度借势新年营销节点，用传统民俗与国潮元素碰撞定制爆款活动，让目标客群形成专属记忆点，增强项目的传播效应。02.增强项目客群粘性用形式丰富的年味民俗活动“拿捏”年轻人的喜好，增强客群粘性。03.促进项目销售转化借势活动热度，为项目聚集人气，从而进行有效的销售转化。YEAREPISODE活动传播思考马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

通过新年上上签、龙灯长廊、龙腾四海开运打卡点等民俗场景打造，重构年味老记忆，打造情景式、互动式的民俗潮趣街区。01.民俗潮趣街区2026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

拾起过年的仪式感，打卡套圈、射箭、投壶等民俗游戏，体验传统年俗剪窗花、写对联、做龙灯，感受传统民俗魅力。02.年味民俗游园2026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

赶一场年味市集，熙熙攘攘的人群、琳琅满目的商品，奇趣返古的年味好物和特色年俗美食。逛最具“年味”的年货大集。03.国潮年味市集2026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

在年里，逛庙会才是正经事。龙腾四海巡游队、高跷表演、舞龙献技、英歌队表演，童年的年味记忆都藏在庙会的表演里。04.民俗庙会大赏2026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODETWO宣传策略HAPPYNEWYEAREPISODE民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集[宣传形式]预热宣传海报

[宣传周期]活动前3-4周[推广平台]微博、小红书、朋友圈[宣传内容]定制活动海报，以【中国红】色系为主色调突显新年喜庆感同时融入活动民俗元素设计海报。活动宣传海报HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE在活动开始前一周的宣传期。在项目前广场现场制作MINI糖葫芦。转发活动海报即可免费领取，为活动持续造势。20262026赶个年味集活动线下预热宣传·MINI糖葫芦马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE活动预热话题定制预热话题#记忆中的年味#分享带有活动话题的图文/视频并附有活动信息，即可参与活动抽奖。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE活动寻味邀请像目标客群发出活动邀请，在活动现场拍摄活动图文/视频并附有活动信息发布于个人社交账号即可获得各平台对应的不同金额市集代金券。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE邀请抖音达人在活动现场拍摄预热短视频，通过短视频的场景呈现，更直观的向目标客群种草，提升活动热度。20262026赶个年味集活动预热视频·短视频达人马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

THREE活动主体HAPPYNEWYEAREPISODE民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODENEWYEAR'SDAY2026马年大集1民俗趣潮区0LONG街民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集新年氛围包装结合新年喜庆氛围设计以龙为主题的氛围包装。采用红金色系搭配，用新年祝福词环绕以及龙灯开运长廊让每一个场景都充满年味，马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE龙腾虎跃开运表演舞龙是新年最热闹的节目之一，也寄托人们对消灾降幅、祥瑞福气的美好期盼。在入口处进行舞龙表演祝所有客户万事兴龙，拥有一年的好运。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE签到开运主题墙HAPPYNEWYEAREPISODE定制新年主题开运墙，客户在入场签到的同时在抽签桶进行好运签抽签。对应好运签上数字在开运墙翻开新年祝福，愿好运一整年。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE01.提升项目知名度“屋檐”形态主题背景墙+“龙重登场”活动IP形象。在昭示活动主题的同时又加强了场景的互动性，又营造了喜庆的活动氛围。20262026赶个年味集2026NEWYEAR'SDAY龙重登场主题点HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE新年上上签HAPPYNEWYEAREPISODE一整面墙的祝福，红红的新年愿望签满载的是人们对于2026年的美好期许。巨型的暴富上上签更为好运叠加了BUFF！马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE在这个科技时代，能亲手写下一份祝福显得尤为珍贵。设置大型祈福墙，激发受众打卡分享欲，为活动引流。20262026赶个年味集新年大吉·祈福互动主题点马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODENEWYEAR'SDAY2026马年大集2年味俗民园0LONG游民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集活动现场设置民俗游戏和年味体验共7个打卡点。客户领取民俗游园祈福拼贴卡，客户每到一个点位打卡获得一个祈福贴纸，集齐贴纸即可获得新年伴手礼一份。民俗游园祈福拼贴HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE套圈游戏作为民俗传统游戏，一直是占据民俗游戏的C位。规则：每次套10个圈，套中6个即为挑战成功，获得该游戏的贴纸。20262026赶个年味集民俗游戏·有龙则灵民俗套圈马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026蹴鞠，古代人的“足球”游戏。设置九宫格积分道具。共5次机会挑战20积分。积分达成后获得该游戏贴纸。20262026赶个年味集2026NEWYEAR'SDAY民俗游戏丨九宫格蹴鞠HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集投壶是古代文人在宴会上进行的一种投掷游戏，而后发展为传统民俗游戏。规则：每次投掷10支箭，投中6支即为挑战成功，获得该游戏的贴纸。民俗游园·投壶HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE民俗游戏·射箭定制射箭主题墙。配新年文案“马到成功”一箭射中靶心期许一年的好运气。规则：每人十箭，按环数积分，累计50分即为游戏挑战成功获得贴纸。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集年味体验·非遗窗花HAPPYNEWYEAREPISODE一窗美景，一方天地，剪窗花是中国人独有的指尖艺术。也是非遗文化不可或缺的一部分，亲手剪一副窗户附于窗上让年味更浓。马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE赶个年味集年味体验·写对联随着时代的发展，家里的春联，再也没有当年手写的“墨香”。记忆中，手写的春联似乎才更有新年的感觉。亲手写下新年的祝福，在一笔一划间，从心头流入笔尖，期许祝福在新年实现。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE年味体验·非遗龙灯HAPPYNEWYEAREPISODE古朴典雅、蕴藏着吉祥美好心愿的非遗灯笼在手艺人的坚持下传承至今。亲手编一个新年的灯笼为家挂上一份祝福吧。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

NEWYEAR'SDAY2026马年大集3国潮味年集0LONG市民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE红红的灯笼错落的悬挂于年味市集空中，手写的新年祝福悬挂于树木间。为活动营造更丰富的视觉效果，凸显吉祥喜气的节日气氛。20262026赶个年味集年味市集氛围包装马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

市集摊位规划HAPPYNEWYEAREPISODE年货大集摊位采用仿古的木质结构+红色系手写招牌的形式。行走在其中，年味扑面而来。马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE龙运当头年货甄选新年自然少不了传统习俗中的贴对联、贴福字、花束等装饰年货啦，在这里应有尽有。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE年味市集氛围包装非遗糖人古风香囊非遗面人民俗非遗摊位HAPPYNEWYEAREPISODE传统糖画、非遗面人、古风香囊、点翠技艺、掐丝珐琅、手作花灯，感受传统手工的魅力，这份独属于中国人的时光手作。马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE赶个年味集马上有钱国潮摊位不管你是潮流青年，还是追求个性的新青年。看惯了那些传统年货的你们，在这里一定能找到一款你爱的新年国潮好物，文创脑袋闭眼入就好了。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE民俗美食摊位HAPPYNEWYEAREPISODE湖南的腊肉、江西的桂花糕、土鸡蛋等各地的特色美食都将在这里有售卖。满足年货的多元化需求。马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE年味小吃摊位售卖各地的年味小吃。糖葫芦、驴打滚、新疆肉串、北京爆肚、梅菜扣肉饼等美食满足客户多层次的味蕾需求。20262026赶个年味集马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODENEWYEAR'SDAY2026马年大集4民俗会庙赏0LONG大民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE舞狮舞龙巡游表演HAPPYNEWYEAREPISODE舞龙是一项传统的民俗节目，也是人们喜闻乐见的春节必备节目。以“舞狮舞龙”巡游表演为这场民俗盛宴进行开场。马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE20262026赶个年味集踩高跷是一种古老的民间表演艺术，表演者伴着鼓声锣声有节奏的行走在人群中。将喜庆的节日气氛带给现场的每一个角落，也将新年的好运带给每一个观看表演的人。民俗高跷表演HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE英歌表演是广为流传的一种民间表演，是祈求平安、祛除邪魅的象征。英歌队以穿街走巷的表演方式将年味拉满！20262026赶个年味集民俗庙会大赏·英歌表演马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE民俗庙会大赏近距离感受国粹的魅力，京剧以浓郁的国风特色和精湛的表演，演绎丰富的传统文化。一起领略舞台上传承人精彩的表演吧。20262026赶个年味集2026NEWYEAR'SDAY民俗京剧表演HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE

FOUR执行细则HAPPYNEWYEAREPISODE民俗街区民俗游戏年味市集庙会大赏马20262026马202620262026HAPPYNEWYEAREPISODE2026HAPPYNEWYEAREPISODE活动执行细则1.指定人员负责此项目的沟通以及工作统筹。2.根据拟定的工作内容细化分项工作组。3.并安排定期会议以及临时情况特殊会议沟通活动进度，确保活动顺利进行。20262026赶个年味集2026NEWYEAR'SDAY成立活动专项小组HAPPYNEWYEAREPISODE马20262026马202620262026HAPPYNEWYEAREPISODE20