活动策划——麦克洛伊爱尔兰餐吧绿帽子节活动
序言
对于一个民族来讲，传统节日具有增强凝聚力，树立核心价值观，加深文化认同的重要作用，是集体的文化记忆。如何拯救这些流传千年，意蕴丰富的文化记忆，让它们在新时代重现活力，是近年来包括专家学者，普通百姓在内的社会关注问题。
而站在餐厅营销者的角度，在节假日举办有关的主题活动，不管是促销也好，还是轻松愉快的娱乐方式也好，都无疑会给餐厅带来超出平时的收益量与宣传量。餐饮作为一种独特的精神物质化的产品，与人民生活密切相关，占有重要地位，假日节日所引发的经济现象在餐饮企业生产经营中的作用意义日益凸显。尤其是在今天的买方市场竞争日益激烈，在机遇愈来愈少的整体大环境下，假日经济为餐饮企业打开了市场通路，为抢占市场份额提供了良好的空间和契机。然而，假日即是机遇，更是一种挑战，因此餐饮企业如何挖掘现有潜力，如何打好“假日牌”，全面有效开展假日营销，是餐饮企业在未来激烈市场竞争中站稳脚跟，分享假日经济这道大餐的关键。
一个节日营销活动要包容整个流通环节十分困难，因此节日营销必须有针对性，分清主次，重点解决终端通路。通过对老顾客和新顾客这两个终端的非常刺激，形成一条直线以拉动整个销售面的铺开。新顾客包括常住客人，零星散客，观光客，过路客和广告效应客，主要目标就是要通过一系列活动来提高营业收入，增加顾客回头率和取得顾客好口碑。运作良性循环使餐厅品牌优越化，生动化。
设计概要：节日营销活动不仅要求餐厅自身迅速推出适销对路的菜式与酒品，制定吸引人的价格，使目标顾客易于接受他们中意的菜酒品，而且还要求餐厅在节日期间乘机加强或重塑其在餐饮市场上的全新形象，设计并传播新颖，独特的就餐环境，特色，消费条件和菜酒品，给消费者带来利益诱惑等方面的信息，以及根据不同消费者的文化背景，收入不同，所处地域文化，进行沟通与促销活动，并借助这些活动把这些信息在特殊时期（节日），特殊地点（网络，外墙广告）充分披露展示，以吸引超常的规模消费。
关键词：节日营销活动；绿帽子节；独特新颖的菜酒品；客户关系
Abstract：Festival events marketing requires the restaurant not only present dishes and drinks that suitable for selling ,make attractive price so the customer can accept their favourite dishes and drinks much more easily. but also requires the restaurant use this whole festival things to increase the feelings of the customer feel about the restaurant or rebuild it . design and diffuse new ,special environment , good expense and dishes and drinks. All information that can make people want to spend money on it and feel it’s worthful. And also according to different background of different customers , different income ,different cultures that have , we have to find a better way to communicate with them and do the promotion activities, and put all these informations in special time ,like festival, and special place ,like internet or just outside in the society by use these activities. So that we can have much more spendings than usual.
Keywords: festival events marketing; St. Patrick’s day; special food and drinks ;customer relations
目 录
序言································1
摘要································2
一、活动背景····························3
（一）节日营销活动概念······················3
（二）绿帽子节背景及意义·····················3
二、活动目的及意义··························4
（一）节日营销活动功能与作用···················4
（二）节日营销的特点与优势····················4
三、活动目标····························4
（一）可行性分析·························5
1、市场分析·························5
(二)节日营销活动的作用分析·····················5
四、活动开展····························5
（一）活动目标以及活动形式安排制定··························5
（二）活动前期宣传及物品准备·······················6
（三）活动物品购置与准备··························7
（四）活动紧急情况及措施······················7
（五）部门人员配合分配······················8
（六）活动主要负责人员的培训及测试···················8
1、培训及测试形式·······················8
2、测试结果与反馈······················8
五、经费预算····························9
六、活动中应注意的问题及细节·······················9
七、活动负责人及主要参与者·····················9
八、结论······························9
九、后记······························11
参考文献······························12
参考文献：
【1】王伟，浮石《活动创造价值》，2009.9
【2】罗宾斯，贾奇.《组织行为学》，2008.4
【3】绿帽子节的由来与发展等，百度百科词条，baike.baidu.com1737.3
【4】餐饮营销计划书之关于节日营销计划，wenke.baidu.com 2013.8
【5】如何庆祝圣帕特里克节zh.wikihow.com 2011.6
【6】餐厅营销方案www.fwsir.com 2015.5
【7】《当餐饮经营遇上了创意》——菲利普·詹姆斯·罗曼诺 2010.8
【8】如何写活动策划方案书 wenke.baidu.com 2010.7
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