《项目方案书范文》博尔特媒体推广方案_(NXPowerLite).ppt

博尔特中国行媒体推广方案Blots foots in ChinaMedia Planning承办单位：匡合（北京）国际广告传媒有限公司承办单位：匡合（北京）国际广告传媒有限公司主办单位：主办单位：体坛周报体坛周报体坛周报体坛周报（Titan Sports）是中国目前期发量最大的综合类体育报，总部在湖南长沙。目前旗下还有足球周刊、全体育、高尔夫大师和户外杂志。编辑部现居北京，在世界各个体育强国都有常驻记者，并与法国队报、西班牙马卡报等建立长期合作关系。 匡合（北京）国际广告传媒有限公司,是一家集广告影视制作、品牌策划、公关策划及执行、媒体运营于一体的多元化广告传播服务机构。公司主创人员均为影视制作界、广告界、传媒界的资深人士，曾服务过众多国际和国内知名品牌.Co-organizer：KuangHe（Beijing）International Media Advertisement CO.,LtdOrganizer：Titan SportsTitan Sports ,localized in Changsha,Hunan Province,is currently the comprehensive newspaper on Sports with the most published issue in china.And it has various divisions ,such as football magazine, all sports, golf and the Masters of outdoor magazines.Its editorial department is in Beijing now,and there are many Permanent Correspondents all around the world. Titan Sports established long-term cooperative relationship with the French team, Spain, Marca newspaper, and so on.KuangHe（Beijing）International Media Advertisement Co.,Ltd is a kind of multi-media advertising agencies specialized in Television advertising production, Brand Planning, Public Relations Planning and Executive, Media Operation and so on. The company officals were all senior casts coming from the Film and Television production industry, the Advertising industry and the Media. They had working experience in a number of international and domestic brands. 08年的鸟巢，博尔特以9.69秒的成绩谱写人类100米跑的新篇章。众多媒体的即时报道，让他迅速成为一颗璀璨的新星。奥运会后，博尔特的首次中国之行必将成为众多媒体的焦点，与之相关的产品和品牌以怎样的媒体组合传播形式，怎样最大程度地呈现在目标消费者面前。这是商家所关注的，同时也是主办方所要做的。 为此，我们特别对各地主流媒体进行全面分析，并针对博尔特作为体育明星的特点制定如下媒体组合策略：Bolt had written a new chapter of mankind in the 100-meter in 9.69 seconds in the Nest in Beijing 2008. Quickly he became a shinning star by a large number of medias real-time reports. Bolts first time to china has become the hot spot of various media after the Olympics. Inevitably, it will become the focus of the companies and the organizers that how the related product and brand spread and how it present to the consumers. To this point, we do comprehensive, in-depth analysis on the media and make strategies by Bolts characteristic as a sports star to promote the media as follows: 主流媒体抢占先机，区域媒体全面渗透 The mainstream media in charge of the opinion The Regional media infiltration public opinion主流媒体介绍报纸媒体：体坛周报、足球周刊、 全体育、高尔夫大师、 户外杂志、扣篮电视媒体：CCTV-5、BTV-6、湖南卫视网络媒体：新浪体育频道、体坛网广播媒体：中央人民广播电台 北京交通台 腾讯QQ电台户外媒体：北京公交车内电视The Mainstream MediaNewspaper: Titan Sports,Football magazine, All sports, Golf ,Masters of outdoor magazines, Dunk.TV Media：CCTV-5、BTV-6、Hunan Statellite TVInternet ：Sina Sports Channel、Sports NetworkBroadcast Media： China National Radio Beijing Transports Radio Tencent QQ radioOut-of-door Media：Beijing Bus-car TV 媒体分析（一）主流媒体：主流媒体：体坛周报体坛周报目前一周三期，期发量约为160万份，周期发量500万份。其与体坛网、全体育、扣篮、足球周刊、户外、高尔夫大师、愈加等联动，形成体育媒体网占据中国体育传媒市场。CCTV-5CCTV-5国内创办最早、规模最大、拥有世界众多顶级赛事国内独家报道权的专业体育频道，全天24小时播放，信息覆盖全国。 湖南卫视湖南卫视湖南省最权威的电视机构，全国中心城市入住率位居省级卫视第一，06年底全国覆盖率达到60%，覆盖人群7.6亿中央人民广播电台中央人民广播电台是我国最重要的、最具有影响力的传媒之一，在全国各地（各省、自治区、直辖市、计划单列市及香港、澳门特别行政区）设有40个记者站和办事处，目前已同40多个国家和地区的广播机构建立了业务合作关系。 Media Analysis Mainstream Media：Titan Sportsis published three times per week recently, and there are about 1.6 million copies each circulation. the total is nearly 5 million copies.It has held the national sports media market cooperating with the Titan Net,All Sports,Dunk,Football Weekly, Out-door Magazine, The Golf and Yoga.CCTV-5is the first and the largest professional sports channel. It has the exclusive domestic reporting rights in many of the worlds top tournament，Its information is covering 24 hours all day long. Hunan Statellite TVIt is the most authoritative TV organization in Hunan，and it is the first provincial-level TV by the occupancy among the national city. Its national coverage reached to 60% and the number of the audiences reached to 0.76 billion.China National Radio is one of the most important and most influential media, and there are 40 reporter stations and offices all around (all provinces, autonomous regions, Municipalities, Hongkong and Maca).China National Radio has established Business cooperation relationships with the Broadcasts Station in more than 40 Nations and Zones.媒体分析（一）总结：总结：以体坛周报、中央人民广播电台、CCTV-5、湖南卫视等覆盖全国的主流媒体为宣传主体，在全国范围内快速形成信息的强势传播，抢占先机，必将使此次活动及参与企业和品牌的知名度在全国范围内迅提高。Media Analysis Summary:Titan Sports, China National Radio, CCTV-5 and Hunan Satellite TV, all of these mainstream media will take the edge of the information dissemination in the whole nation, and ultimately, the participated enterprises will be well known nationwide, as well as its brand. 主流媒体传播方案（一）报纸媒体：体坛周报对活动全程进行跟踪报道，即时发布活动广告信息电视媒体：CCTV-5、BTV-6、湖南卫视对活动进行新闻播报，同时湖南卫视密切关注活动行程,即时发布广告信息网络媒体：新浪体育频道：视频报道博尔特中华之行,博尔特访谈栏目体坛网：全程视频播报以及活动信息发布The Mainstream Media Planning Newspaper: Titan Sports will report the entire track of this activities and spread the ad launch real-time informationTV Media: CCTV-5, BTV-6,Hunan Statellite TV will broadcast news of this activities, and at the same time, the Hunan Statellite TV will pay attention to the activities of Bolts trip, and realease the information immediately.Internet Media:Sina Sports Chanel: Video coverage of the Bolts trip to China , Bolt Interview.Sports Network:Video coverage of the full activities and the release of information广播媒体：中央人民广播电台：体育新闻播报北京交通台：体育新闻播报腾讯QQ电台：全程跟踪直播户外媒体：车内电视 ：新闻播报以及活动信息发布主力媒体投放时间：2008年12初至2009年1月末主流媒体传播方案（二）The Mainstream Media Planning Broadcast Media：Chian National Radio：Sports NewsBeijing Transports Radio：Sports NewsTencent QQ：Live Full TrackOut-door Media：TV in-car ：News and Release of informationMainsteram Media Running Time: in early Dec. 2008 to the end Jan. 2009北京：北京晚报京华时报北京青年报法制晚报信报新京报北京电 视台 北京人民广播电台等长沙：潇湘晨报长沙晚报三湘都市报湖南日报当代商报湖南电视台 湖 南人民广播电台等成都：成都商报成都日报华西都市报成都青年报成都晚报四川卫视 成 都电视台 成都人民广播电台等区域媒体介绍Ragional MediaBeijing： Beijing Evening News, Beijing Times, Beijing Youth Daily, The Law News,Beijing Stardaily, The Beijing News, Beijing TV, Beijing radio and so on Changsha：XiaoXiang Morning News, ChangSha Evening News, Sanxiang City News,Hunan Daily , Contemporary Chinese Commercial News, Hunan TV, Hunan Radio, and so on.Chengdu ：Chengdu Commercial Daily ,Chengdu Daily,Huaxi City News ,Chengdu Youth Daily,Chengdu Evening News,Sichuan Statellite TV, Chengdu TV, Chengdu Radio, and so on区域媒体介绍广州:南方都市报南方日报广州日报 羊城晚报新快报信息时报 广东卫视 广州电视台 广州人民广播电台等；上海:新民晚报解放日报新闻午报东方体育报新闻晚报上海日报 文汇报东方卫视 上海电视台 上海人民广播电台等；深圳:深圳特区报深圳商报深圳晚报晶报深圳卫视 深圳电视台 深圳人 民广播电台等； Guangzhou： Nanfang City News, Nanfang Daily , Yangcheng Evening News , Guangzhou Daily, New Express, Information Times, Guangdong Statellite TV, Guangzhou TV, Guangzhou Radio and so on .Shanghai:Xinmin Evening News, Liberation Daily, News Time, Oriental Sports , Evening News, Shanghai Daily,WenHui News, Dragon TV,Shanghai TV, Shanghai Radio and so on. Shenzhen:Shenzhen Special Zone Daily, Shenzhen Commercial Daily, Shenzhen Evening News, Jing News, Shenzhen Statellite TV, Shenzhen TV, Shenzhen Radio and so On.Ragional Media媒体分析（二）区域媒体：区域媒体：北京晚报通过北京市邮政报刊发行局对国内外公开发行,日发行量100万 份,最高达到120万份,是全国发行量较大的晚报之一。 潇湘晨报是一份大型综合类都市日报,每期发行总量超过52万份成都商报发行量超过120万，读者多为社会中坚阶层的白领人群南方都市报是广东省内发行量最大的综合类日报，日均发行量达169万。新民晚报是中共上海市委直接领导的面向广大市民的综合性报纸 ，日发行量达 150万。Ragional Media：Beijing Evening Newsbe issued through the postal board for the public at home and abroad, it is one of the larger circulation in National Evenings,which is about 1 million and up to 1.2 million copies a day.Xiaoxiang Morning Newsis one of the greatest City Daily and each phase of the total is issued more than 520,000 copies Chengdu Commercial DailyIt is issued more than 1.2million.Nanfang City NewsIt is the comprehensive daily newspaper with the largest number of issuing , and its daily issue is over 1.69 million.Xinmin Evening NewsIt is the comprehensive newspaper held by the municipal government of Shanghai, and its daily issue is about 500 thousand.Media Analysis 媒体分析（二）总结：总结：我们将以各地区主流媒体为主体，全面配合全国性媒体对此次活动进行深度报道，使参与活动的企业和品牌信息在全国范围内渗透，使其像博尔特一样家喻户晓！ Media Analysis Summary: We will focus on the mainstream media of all the regions and cooperate with the national media to make in-depth report about this event, in order to make the participating companies and their brand well known to the whole nation, just like Bolt himself.区域媒体在活动期间配合主力媒体进行活动报道区域媒体投放时间：2008年12初至2009年1月末区域媒体渗透方案Regional Media Penetration ProgramsRegional media during the event with the activities of the Main media coverage Regional media running time:in early Dec. 2008 to the end of Jan. 2009 主流媒体向全国受众进行信息辐射，区域媒体配合主力媒体通过新闻播报、信息采集等形式传播，形成多渠道、全方位、立体的整合推广。参与此次活动的媒体将达200多家，必将于2008年年底在中国掀起后奥运新热潮；街头巷尾、茶余饭后，博尔特将再次成为大众舆论的焦点，成为体育界、商家的关注点。08年底博尔特将再次成为中国的焦点The mainstream media disseminates information to the national audiences, with Regional media, it forms multi-channel, all-round, three-dimensional integrated promotion, by news broadcast, information collection to improve the mainstream media itself.There will be over 200 media participating in this activity, it will ultimately boost China into a post-Olympic era . Bolt will once again become the focus of public opinion and also of that in the sports community, as well as the companies.By-laws：Titan Media granted the power of attorney to cooperate with our company about Bolts brand endorsement and promotion of commercial activities in the area of China.附：附：体坛传媒就博尔特在中华区品牌代言及商业推广活动，予我公司的合作授权书. 谢谢！ Thanks！联系人：王先生联系电话：13810898491