Mall Building Cultural Marketing Plan

Chief Planning: Liu Xianming

First, the purpose:

1. Integrate and refine the corporate culture concept of Yucheng Building, compile the corporate culture construction plan of Yucheng Building, and lay a conceptual foundation and framework for the future corporate culture construction.

2. Adopting the ideas and techniques of cultural marketing, combining and utilizing the opportunity of the 28th World Heritage Committee Conference in Suzhou, planning and embodying the theme of “Love the City to Welcome the World Heritage”, close the Yucheng Building and the 28th The relationship of the World Heritage Committee Conference, systematically planning a series of activities on the main line of "Love the City to meet the World Heritage", to further effectively enhance the social influence, good image and popularity of the Yucheng Building, and promote the 胥The marketing performance of the City Tower has improved.

Second, the theme of meaning:

1. Implied, corresponding, and extendedly embodying the unique customs and customs of Suzhou “small bridge, flowing water, and people”:

"Small Bridge" - the function of connection and communication, here is reflected by the "welcome" of "welcome";

"Flowing water" - flowing water, corresponding to "more" feelings, that is, the "fullness" here;

"People" - is the meaning of the place, here corresponds to "胥城" and "World Heritage."

2. "Love" will reflect:

Local customs - "Su Bang Cai", "Xiang Cai" and other food festivals, giving guests a French dim sum - the taste of angels, giving key and important customers a "World Heritage Exhibition" coupon;

Family and tenderness - to celebrate the "May 1st" outstanding staff "Qingyinghui"; to celebrate "June 1st" gift workers and children "Good Lunge";

Friendship and affection - remember the hero Jiang Yong, sacrifice the tomb of the hero; condolences to the mother associated with the Yucheng Building;

Passion - Commemorating the first anniversary of the Golden Key Alliance, reflecting that "the satisfaction and surprise of the guests must be the source of our enthusiasm and passion for our work and the customers of the city";

3. “Full” will reflect:

The theme activity with many "loves" shows that the people of Yucheng are full of enthusiasm and the service concept of emotional people.

4. The expression “emotional” reflects the emotional atmosphere filled in the city.

5, "Yucheng" shows the place, a pun, is not only a Yucheng Building, but also a synonym for Suzhou.

6. “World Heritage” – the 28th World Cultural Heritage Committee event, which became the place where the World Cultural Heritage is located.

7. Use "love" as the "golden key" on the red line, and put the "passionate" and "satisfaction + surprise" concepts of the Yucheng Building through the series of activities, like "flowing water" flowing through April-July. It seems that “flowing water” flows into the hearts of the customers of the Yucheng Building, and flows into the hearts of the representatives who participated in the “World Heritage” event, and through them to the places of “World Heritage” and the places where the “World Heritage” is declared.

Third, the series of activities:

1, April 4 - 28:

Organize a food festival, plan and reflect the theme of “Food Whole Food in the City”, give a “romantic and surprise” gift or gift to customers who come to the food festival, “Angel's Taste” snack and visit the 28th World Visit ticket for the Heritage Committee meeting. The specific execution department is the marketing department and the catering department, and the department is the general office.

2. April 14th:

Celebrate the first anniversary of the participation of the Yucheng Building in the Golden Key Alliance, and hold a cultural forum event that “Let the 'Golden Key' shine in every corner of the city”, and invite the leaders of the “Golden Key” Alliance China to train and organize the “Golden Key”. "Employees and employees of various departments exchange ideas on the forum, how to realize the concept of cash key in their own positions." The specific executive departments are the General Office and the Personnel Training Department, and the departments are the departments.

3. May 1st - May 4th:

Celebrate Labor Day and Youth Day, plan the theme activities and events with the concept of "red", embody the glory of work, meritorious dedication, dedication, etc., "City of the City, the celebration of the May Day" activities, to Chuangyuan Group Hecheng Building won the award of the staff of Suzhou Top Ten Blue Collars and held a gathering of outstanding employees. The specific implementation departments are the General Office, the Personnel Training Department, and the Trade Union, and the departments are the departments.

4, May 9:

Celebrating Mother's Day activities, giving holiday gifts to the hero Jiang Yong's mother, the leaders of the Yucheng Building to Jiang Yongjia's condolences; giving small gifts to each mother's client; giving gifts to every mother who is a mother . The specific executive department is the General Office and the Personnel Training Department.

5, June 1st:

Planning and organizing the Yucheng Building to send gifts for the children and children of the Yucheng Building - "Good Lunge" activities - "Yucheng children are happy, everyone is happy," which reflects the humanistic characteristics of the Yucheng Building and enhances "Good Lunge" The visibility. The specific executive departments are the General Office, the Personnel Training Department, and the Trade Union.

6, June 1st - July 7th:

A long-term customer and a customer who has expressed their opinions will be given a surprise gift. The Yucheng Building will provide a visitor ticket to visit the World Heritage Exhibition. The specific executive department is the Housing Department and the Marketing Department.

7, April 4th - July 14th

Co-organized with the transportation station to hold a "Qiancheng people to welcome the world, the brother of Hao Lue Ge Xie" to win the prize-winning activities, turning the mobile taxi in Suzhou into a mobile propaganda car, and the taxi driver and passengers can receive information about the Yucheng Building. With the food festival of the Yucheng Building and the “World Heritage Festival” as the background, we will set up topics related to the basic situation of the Yucheng Building, the Food Festival, the corporate culture of the nickname building and its theme activities, the World Cultural Heritage, and the Suzhou World Cultural Heritage. The taxi driver contested and got a copy of the food prize provided by Hao Lun, Yucheng Building.

Fourth, news promotion:

Each activity and event planned is coherently embodying the theme or meaning of “the love of the city and the world”, and it has certain independence and new ideas. According to each new event, activity, Write articles from different angles, and selectively contact the China Travel News, Suzhou Daily, City Business Daily, Gusu Evening News, Jiangsu Net, Suzhou Net, Management Network and other media in a timely manner, to the maximum extent. The land is built to further enhance the visibility and good image of the Yucheng Building.

The activity decomposition of each theme is implemented to the relevant departments to formulate specific implementation and implementation plans. The news reports for each activity are also written by the corresponding departments. Liu and Zhu are reviewed by the marketing department and the media is published according to the plan. Article writing and publishing plans are attached.