步步高公司公关策划方案
策划人：张琳君
策划时间：2012年6月
日
目录
一 前言 ······································································································································· 3 二 市场分析 ································································································································ 3
（一）宏观环境以及行业分析 ···························································································· 3
（二） 消费者分析 ············································································································· 3
（三） 竞争对手分析 ········································································································· 3 三 活动目标 ································································································································ 4 四 活动主题 ································································································································ 4 五 活动对象 ································································································································ 4 六 活动时间 ································································································································ 4 七 活动项目流程设计 ················································································································· 4 八 媒介宣传 ································································································································ 5
（一）报纸广告··················································································································· 5
（二）电视广告··················································································································· 5
（三）户外广告··················································································································· 5 九 费用预算 ································································································································ 5 十 效果评估 ································································································································ 5
一 前言
步步高集团始创于1995年，公司总部位于湖南省湘潭市。其控股子公司——步步高商业连锁股份有限责任公司于2008年6月9日在深圳证券交易所上市，被誉为“中国民营超市第一股”。公司位列全国连锁经营百强企业30强，属于中国建设银行授予的“AAA信用客户单位”。2010年初，“步步高”商标被国家工商总局认定为“中国驰名商标”
本次公关策划的目的：作为湖南本土企业，步步高集团要更进一步巩固和深化湖南本土市场。
二 市场分析
（一）宏观环境以及行业分析
步步高集团始创于1995年，公司总部位于湖南省湘潭市。其控股子公司——步步高商业连锁股份有限责任公司于2008年6月19日在深圳证券交易所上市，被誉为“中国民营超市第一股”。公司位列全国连锁经营百强企业30强。
（二） 消费者分析
随着我国经济的不断发展，居民收入水平的不断提高，消费者逐步倾向于大商场及超市购物，同时各大型连锁超市服务的不断优化使消费者的购物越来越便捷，同时提供的产品质量不断的提高。
（三） 竞争对手分析
沃尔玛是目前世界上最大的零售商，2004年全球销售额达2852亿美元，连续四年排名《财富》杂志世界500强企业榜首，同时，沃尔玛在全球多个国家被评为“最受赞赏的企业”和“最合适工作的企业”之一。目前，沃尔玛在全球开设了超过6000家商场，员工总数160多万。每周光临沃尔玛的顾客近1亿4千万人次，商店分布16个国家。沃尔玛于1996年进入中国，在深圳开设了第一家沃尔玛购物广场和山姆会员商店。目前沃尔玛在中国经营多种业态，包括购物广场、山姆会员商店、社区店等，在全国创造了超过50000个就业机会。
三 活动目标
1、树立亲民友好的品牌形象
2、提高品牌的美誉度
3、吸引顾客到步步高采购年货
4、增加步步高的人气
5、增加卖场的销售
6、扩大市场占有率
步步高超市在巩固和深化湖南本土市场时，进一步进军国内连锁企业的核心地位。同时搞好政府部门之间的关系，扩大企业知名度。
四 活动主题
绘“年”画，赢年货，欢天喜地过新年！
五 活动对象
湖南省的广大市民及外来旅游客人
六 活动时间
2012年1月26日—2月12日
七 活动项目流程设计
活动一：天天有好礼
活动内容：一次性购物满58元的，可参加DIY绘年画，现场评比，得分最高者，即送20元年货购物券 活动二：龙年好运来
凡一次性购物满38元的顾客，即可凭单张电脑小票抽奖一次 一等奖：烧水壶一个
二等奖：绣有四龙戏珠的抱枕一个 三等奖：年画一张
1.本次活动前5天各店将所有有关活动物资准备到位，并在门口处放置海报进行宣传。
2.活动安排在场外进行操作，顾客凭收银小票进行兑换，兑换负责人将顾客换取后的小票进行回收，并将台帐表登记好。
3.活动结束后各店如果采用的是商品即可到总部进行报销处理，（收银小票及顾客登记表）。
八 媒介宣传
（一）报纸广告
报纸选择：《潇湘晨报》、《长沙日报》、《长沙晚报》等各省份的知名报纸
（二）电视广告
频道选择：在湖南卫视、湖南经视，在19:35时段时插播广告，主题绘“年”画，赢年货，欢天喜地过新年！
（三）户外广告
广告地点：在公交汽车站站台照明灯、交通枢纽附近的楼盘广告、路灯上的旗帜广告。
九 费用预算
活动台搭建所需物品：25万元 后勤物品：15万元 广告：20万元
十 效果评估
向社会大众宣传了良好的企业形象，宣传了产业政策和行内发展现状，进一步巩固了企业的在行业内的地位，提高了企业知名度，美誉度，新闻落稿率为200%。
