2023年多伦路及周边地区文化商业整体形象策划项目书.docx

多伦路及周边地区文化、商业整体形象筹划工程书 　　目录  工程综述                                                                    61．  环境优势                                                                 6〔1〕           交通环境                                                            6〔2〕           商业环境                                                            9〔3〕           科技、教育、文化环境                                                11〔4〕           人口环境                                                            12〔5〕           功能辐射                                                            132．  工程筹划                                                                 14〔1〕       营销策略                                                             14〔2〕       广告策略                                                             14〔3〕       效益预测                                                             14〔4〕       费用预算                                                             15一、前言                                                                    16二、市场分析                                                                16概况                                                                        161．  深厚文化底蕴                                                             172．  适宜的工程定位                                                           183．独特的工程卖点                                                           18三 、工程分析                                                               191．时机点                                                                   192．问题点                                                                   203．  竞争对手分析                                                             204．  经费来源                                                                 21四、资源整合                                                                21〔一〕目标市场                                                              21〔二〕推广区域                                                              22〔三〕组合营销                                                              22〔1〕       门票制                                                               22〔2〕       团体营销                                                             22〔3〕       散客营销                                                             22〔4〕       表达多元化的文化功能                                                 22〔5〕       以人文为本思想                                                       23〔6〕       商业性与文化性相结合原那么                                             23〔7〕       “名人和你有多近〞的智力竞赛                                         23〔8〕       开发旅游相关资源                                                     24〔9〕       立“消夏茶园〞                                                       24〔10〕   举办虹口现代文化艺术节                                               24〔11〕   健全综合配套设                                                       24〔12〕   四川北路筹划                                                         24〔13〕   备注                                                                 25〔四〕市场品牌形象筹划                                                      251、  开发功能选择                                                         262、    更新形象                                                                263、    市场品牌定位                                                            274、    形象定位                                                                275、    核心理念定位阐述                                                        271〕    多伦路文化名人街名人文化的现代价值                                      272〕    多伦路文化名人街名人文化观光旅游                                        283〕    多伦路及四川北路旅游区实行公司化运作，变行政行为为市场行为              284〕    多伦路文化名人街旅游景点设计简述                                        29〔1〕夕拾钟楼                                                              29〔2〕鲁迅纪念馆                                                            30〔3〕拉摩斯公寓                                                            31〔4〕内山书店                                                              32〔5〕“书香门第〞书店                                                       32〔6〕左联纪念馆                                                             32〔7〕左联会址                                                               33〔8〕鸿德堂                                                                 34〔9〕景云里                                                                 34〔10〕金泉古钱币博物馆                                                      35〔11〕多伦路210号                                                          36〔12〕奇石馆                                                                37〔13〕藏筷馆                                                                38〔14〕   藏钟馆                                                               38〔15〕   老电影                                                               39〔16〕    多伦路美术馆                                                        405〕多伦路文化名人街和周边景点及四川北路商业圈旅游区形象设计         406〕品牌标语                                                         41五、视觉形象设计                                                            42方案一