【正文】 單抽獎活動，誘導(dǎo)顧客消費欲望?；顒忧捌谛麄鲿r間：具體發(fā)放傳單時間可以根據(jù)當(dāng)時的天氣情況等外界因素確定。主要發(fā)放時間還應(yīng)該確定在活動當(dāng)天，因為活動是在周末。（2）活動時所需物品抽獎桶、禮品、音響、拱橋及上面所貼文字、對獎榜和圣誕刻章的設(shè)計制作。抽獎桶：整體效果可以做成楓樹或者是圣誕樹。（楓樹是為了突出公司的形象，圣誕樹是為了體現(xiàn)節(jié)日氣息）樹干中間部位或者是上方需要一個空洞，為抽獎口，樹心需要是空心的，里面裝抽獎紙條。禮 品：金楓葉獎——即為特等獎（為其免費提供主題服裝二套，定妝液50元一瓶每天僅限一套） 銀牛獎——即為一等獎（為其免費提供主題服裝一套，定妝液30元一瓶每天二套） 公主獎——即為二等獎（為其免費提供主題服裝一套，每天四套） 王子獎——即為三等獎（贈送精美相機一個，每天五套） 矮人獎 贈送大熊一個 幸運獎 贈送中熊一個 互動將 贈送小豬坐墊一個 餡餅獎 贈送小熊一個活動期間保證100%中獎。(在海報和宣傳單上加以突出) 音 響：目的是為了吸引顧客。拱橋及上面文字：雪中送“糖”、樹心取寶，彩豐邀你歡度圣誕對獎榜：有兩個設(shè)計方案第一，制作小塊刮刮卡，卡上有以上所提的所有獎項，由顧客自己刮開，然后抽取定單。（定單中包有小糖果）這個方案的好處在于所剩刮刮卡可以二次使用。第二，所有的刮刮卡制作在一塊大的紙板上，抽完獎后由顧客自己上去刮開，然后抽取定單。這個方案的好處在于能讓顧客直觀的看到活動中游戲進(jìn)程，激發(fā)其消費欲望。但是需要多一個抽獎步驟，即還需要在抽獎桶里面放一些序列號，顧客抽取序列號后按號刮卡。 圣誕刻章：刻一個圣誕老人圖樣的印章，在每個定單顧客的單據(jù)上蓋上，以便確認(rèn)和提供中獎顧客的中獎服務(wù)。費用預(yù)算：獎品合計1000元、所需小件物品制造費用300元、活動物品租借費用500元、其他費用500元，共合計2300元。AppendixStrategy is a kind of thinking ModeThe thinking mode, the socalled new into development is rigorous munication strategy. If you truly stepbystep, development strategy to spread the preparatory work, can develop very sharp, very convincing integrated information from petitors, and develop the unique brand and brand personality. When munication strategy correctly, on the basis of the strategy of integrated developed, with consumers, thus oneonone munication can move more consumers. Integrated marketing munication is effective, but must fully understand the consumer, also must with creative marketing bination, and is the most creative.But also don39。t mistake the thinking mode is very important. In fact, it is an important force you to ponder earnestly. We have repeatedly emphasize thinking this two word, because you have been thinking mode of countless, but this mode allows you to the west by logical and clear. Communication strategies are integrated marketing plan, if the right may write properly, short and strong. But few pages, but all the people in the plan to spend time to read, understand, In other words, the munication strategy, will make all work in marketing and spread the mon consensus, team members.Integration strategy also set a product or service that all marketing munication direction, bining the personnel department, because they have to confirm the desire of consumers, consumers, etc. This strategy also for product positioning, brand personality, petitive advantages and consumers can benefit from the product, and stated that consumers could be your opponent influence. Competitors The offer is an important measure of consumer behavior, the change rule, Marketing Department will therefore evaluation strategies. This strategy also pointed out that consumers are most often contact media, and decided to make further investigation whether the future, so as to provide reference for future revision strategy.Although strategy has its standardization, but don39。t regard for creative personnel. In fact, on the contrary, the strategy will originally without trial and error control, the creative process, narrow creative strategies in a given allowed under the direction, break the routine, any imagination.In this new era of integrated marketing munications, marketing organization of each department, munication strategy is to municate activities of an element. Because of its force everyone from different angles and consumers munication, unity and unity are caliber brand personality, the interests of consumers and creative, so each sales strategy derived by spreading the tactics, can strengthen propagation consumers believe our products.外文文獻(xiàn)策略就是一種思考模式所謂全新的思考模式，就是傾注全力發(fā)展嚴(yán)謹(jǐn)?shù)膫鞑ゲ呗?。若是你按部就班，實實在在做好發(fā)展傳播策略的準(zhǔn)備工作，則可以開發(fā)出非常犀利、極具說服力的整合性訊息，進(jìn)而發(fā)展出有別于競爭者的獨特品牌及品牌個性。當(dāng)傳播策略正確時，依據(jù)策略所研擬出來的整合性訊息，就仿佛與消費者進(jìn)行一對一的溝通，因此更能打動消費者。整合營銷傳播是有效的，但是前提是必須充分了解消費者，同時必須深具創(chuàng)意，而且是整個營銷組合之中最具創(chuàng)造性的。但也不要因此而誤以為這個思考模式非常重要，事實上重要的是它強迫你去認(rèn)真思考。我們再三強調(diào)“思考”這兩個字，因為你可能已有不計其數(shù)的思考模式了，但這個模式能夠使你的思考邏輯嚴(yán)謹(jǐn)、條理分明。傳播策略是整合營銷傳播計劃的重心，如果撰寫的正確得當(dāng)，會簡短有力。而且短短數(shù)頁，可是所有參與計劃的人愿花時間來閱讀、了解；換句話說，這份傳播策略，將使所有共同從事營銷及傳播工作的團隊成員凝聚共識、共同思考。整合策略也設(shè)定了產(chǎn)品或服務(wù)的溝通方向，使得所有營銷部門的人員緊密結(jié)合，因為他們必須共同確認(rèn)消費者、消費者的欲求、通路等等。這份策略也為產(chǎn)品作定位、設(shè)定品牌個性、競爭優(yōu)勢以及消費者能從產(chǎn)品得到利益，并且陳述了你認(rèn)為消費者可能受競爭者對手影響的狀況。重要的是，提供衡量消費者行為變化的準(zhǔn)則，營銷部門將為此評估策略成敗。此策略也指出消費者最常接觸的媒體，及決定未來是否作進(jìn)一步調(diào)查研究，以提供未來修正策略時參考。雖然策略有其規(guī)范性，但是千萬不要視之為創(chuàng)意人員的限制。事實上恰恰相反，策略將原本漫無節(jié)制、嘗試錯誤的創(chuàng)意過程加以窄化，策略允許創(chuàng)意人員在一個既定方向之下，打破常規(guī)，任意發(fā)揮想象力。在這個整合營銷傳播的新時代里，對營銷組織內(nèi)各個部門而言，傳播策略是進(jìn)行溝通活動時不可或缺的要素。因其強迫大家從各自不同的角度與消費者溝通時，統(tǒng)一口徑，有齊一的品牌個性、消費者利益點和銷售創(chuàng)意，所以每一個由整合傳播策略導(dǎo)出的傳播戰(zhàn)術(shù)，都能強化消費者相信我們的產(chǎn)品利益。