《活動策劃從入門到精通（案例拆解版）》是2023年清華大學出版社出版的圖書，作者是胡柯柯。
基本介紹
- 中文名：活動策劃從入門到精通（案例拆解版）
- 作者：胡柯柯
- 出版時間：2023年4月1日
- 出版社：清華大學出版社
- ISBN：9787302624837
- 定價：59.80 元
內容簡介,圖書目錄,
內容簡介
第1章是概述部分，旨在讓讀者初步了解活動策劃崗位，介紹了活動策劃崗位的重要性、崗位的5大核心能力，崗位能力的可遷移性、團隊如何配置、活動策劃的目的是什麼，目標如何定、活動策劃的形式有哪些。第2章具體介紹了一個活動策劃的7個重點流程，具體包含項目背景調研、方案匯報、活動立項、預算審批、活動招商、活動執行的8要素、活動復盤的3要素。第3章介紹了如何用Excel讓活動策劃更加輕鬆。4張表格管理年度活動規劃，12張表格管理執行單個活動。第4章到第9章是活動策劃實戰案例部分，總計6章32個案例。做活動，本質是活動對人的影響，從運營的角度來說，就是活動策劃對用戶運營的價值。實戰案例部分從活動策劃對用戶全生命周期管理的價值展開，分別為活動策劃對用戶認知、用戶拉新、用戶促活、用戶購買、用戶品牌影響力的作用，以及第九章的線下活動策劃是對用戶的以上五大作用的活動。第10章是經驗總結部分。總結了活動策劃方案10要素、10大方案靈感來源、10條經驗總結、10大問題總結，有助於新手快速快速入門活動策劃，避免踩坑。
圖書目錄
目錄
第 1 章
初識活動策劃
活動策劃崗位的普適性 ······················································ 2
活動策劃的 5 大核心能力 ··················································· 3
活動策劃崗位能力的可遷移性 ············································· 5
活動策劃團隊如何配置？ ··················································· 7
活動的目的（AIPL 和 AARRR 模型） ································· 10
活動的目標·····································································11
有哪些活動形式？··························································· 14
第 2 章
活動閉環全流程
背景調研：數據分析，確立方向 ········································ 18
方案匯報：可行性和回報率 ·············································· 19
活動立項：責任到人························································ 21
預算審批：邏輯性和規範性 ·············································· 22
活動招商：賣給誰是關鍵 ················································· 23
活動執行 8 要素······························································ 25
活動復盤 3 要素······························································ 35
第 3 章
如何用表格管理執行活動
4 張表格輕鬆搞定年度活動管理 ········································· 40
12 張表格輕鬆執行一個活動 ·············································· 46
活動檔案管理································································· 63
第 4 章
社交媒體與用戶認知
劉潤找老紀：成交 5000 萬元豪車 ······································· 66
順勢而為：老乾媽上架 1000 瓶辣椒醬回應騰訊 ····················· 69
轉危為機：喜茶“錯付”友商冬粉 ····································· 72
公益環保：星巴克自帶水杯免費喝咖啡 ······························· 76
萬千寵愛：尋找中國錦鯉 ················································· 80
第 5 章
用戶獲取
拼多多：100 元現金免費拿裂變拉新 ··································· 86
瑞幸咖啡：邀請好友喝一杯咖啡拉新 ·································· 91
以小博大：一分錢抽萬元禮包 ··········································· 96
一戰成名：微信春晚“搖一搖”搶紅包 ······························· 99
務實地推：信用卡開卡好禮 ············································· 103
第 6 章
用戶活躍
UGC：大眾點評“霸王餐”促活 ······································· 108
小步疊代：支付寶“集五福”促活 ···································· 112
慣性思維：簽到領積分 ··················································· 117
精準觸達：超級會員日 ··················································· 120
提前鎖定：1 分錢預約好禮 ············································· 124
第 7 章
用戶購買
整點購：借衝動消費促成成交 ·········································· 130
套娃循環：滿減促銷湊單 ················································ 133
拼手速：秒殺蓄流量······················································· 136
善用新鮮感：新品試用 ··················································· 139
互動升級：直播間上演宮斗戲碼 ······································· 142
顛覆認知：曼卡龍 69 元鑽戒活動 ······································ 146
第 8 章
品牌影響力
天貓超級品牌日：為品牌而生的 IP 活動 ····························· 152
拼多多百億補貼：針對高端用戶的翻身仗 ··························· 157
小米的米粉節：發燒友的狂歡日 ······································· 161
肯德基“瘋狂星期四”：瘋四文學體 ································· 165
五菱宏光 MINIEV 改造大賽：形象逆襲之路 ······················· 169
樓體燈光秀：點亮城市地標 ············································· 174
第 9 章
商場線下活動
日拱一卒：商場套娃娃活動 ············································· 178
兒童為王：小小主持人大賽 ············································· 181
品牌加持：特斯拉集市展 ················································ 184
賺人氣：新書籤售會······················································· 187
冬粉的力量：明星線下見面會 ·········································· 191
第 10 章
活動策劃經驗總結
活動策劃 10 大要素 ······················································· 196
活動策劃 10 條經驗 ························································ 197
活動策劃 10 個創意靈感來源 ··········································· 202
活動策劃 10 個常見問題 ·················································· 206
