展览策划方案.docxVIP

展览策划方案

目录

一、前言....................................................4

1.1背景分析.............................................5

1.2目标设定.............................................6

1.3策划意义.............................................6

二、展览主题与目标受众......................................7

2.1展览主题确定.........................................9

2.2目标受众定位........................................10

2.3受众需求分析........................................10

三、展览内容规划...........................................12

3.1展品选择............................................13

3.1.1确定展品种类....................................14

3.1.2筛选展品标准....................................14

3.1.3展品陈列方式....................................15

3.2展览布局设计........................................17

3.2.1展览空间规划....................................18

3.2.2通道设计........................................18

3.2.3观众休息区设置..................................20

3.3展览活动安排........................................21

3.3.1开幕式策划......................................22

3.3.2专题讲座与讨论会................................22

3.3.3互动体验活动....................................23

四、展览宣传推广策略.......................................24

4.1宣传渠道选择........................................26

4.1.1线上宣传渠道....................................27

4.1.2线下宣传渠道....................................28

4.2宣传物料制作........................................29

4.2.1宣传海报设计....................................31

4.2.2宣传册与邀请函..................................32

4.2.3活动现场布置物料................................33

五、展览预算与资金筹措.....................................34

5.1预算编制原则........................................36

5.1.1成本控制........................................36

5.1.2效益优先........................................38

5.2预算详细分解........................................39

5.2.1场地租赁费用....................................41

5.2.2展品运输与安装费用..............................42

5.2.3宣传推