【正文】 .............................................................................................................. 16 國內(nèi)目標(biāo)客源的拓展 ............................................................................................................................................................. 16 影響因素 ............................................................................................................................................................................................. 17 國內(nèi)其他啤酒節(jié)慶品牌的影響 ............................................................................................................................................. 17 世博會的影響 ......................................................................................................................................................................... 17 階段性目標(biāo) ......................................................................................................................................................................................... 17 第一階段：提高認(rèn)知 ............................................................................................................................................................. 17 第二階段：激發(fā)興趣 ............................................................................................................................................................. 18 第三階段：鼓勵參 與 ............................................................................................................................................................. 18 第四階段：傳播盛況 ............................................................................................................................................................. 19 第五階段：延續(xù)效應(yīng) ............................................................................................................................................................. 20 渠道 ..................................................................................................................................................................................................... 20 活動 .......................................................................................................................................................................................... 20 公關(guān) ......................................................................................................................................................................................... 21 媒介 ......................................................................................................................................................................................... 22 計(jì)劃推進(jìn)表 ........................................................................................................................................................................................ 22 5. 海外整合推廣 .............................................................................................................................................................................................. 25 目標(biāo) .................................................................................................................................................................................................... 25 海外重點(diǎn)市場 .................................................................................................................................................................................... 25 影響因素 ............................................................................................................................................................................................ 25 旅游習(xí)慣因素 ......................................................................................................................................................................... 25 推廣內(nèi)容因素 ......................................................................................................................................................................... 25 渠道因素 ................................................................................................................................................................................. 25 資金因素 .................................................................................................................................................................................. 26 階段性目標(biāo) ........................................................................................................................................................................................ 26 第一階段：提高認(rèn)知 ............................................................................................................................................................. 26 第二階段：激發(fā)興趣 ............................................................................................................................................................. 26 第三階段：鼓勵參與 .............................................................................................................................................................. 27 第四階段：傳播盛況 ............................................................................................................................................................. 27 第五階段：延續(xù)效應(yīng) ............................................................................................................................................................. 28 渠道 .................................................................................................................................................................................................... 29 活動 .......................................................................................................................................................................................... 29 公關(guān) .............................................................................