目录
第 1 章
初识活动策划
活动策划岗位的普适性 ······················································ 2
活动策划的 5 大核心能力 ··················································· 3
活动策划岗位能力的可迁移性 ············································· 5
活动策划团队如何配置？ ··················································· 7
活动的目的（AIPL 和 AARRR 模型） ································· 10
活动的目标·····································································11
有哪些活动形式？··························································· 14
第 2 章
活动闭环全流程
背景调研：数据分析，确立方向 ········································ 18
方案汇报：可行性和回报率 ·············································· 19
活动立项：责任到人························································ 21
预算审批：逻辑性和规范性 ·············································· 22
活动招商：卖给谁是关键 ················································· 23
活动执行 8 要素······························································ 25
活动复盘 3 要素······························································ 35
第 3 章
如何用表格管理执行活动
4 张表格轻松搞定年度活动管理 ········································· 40
12 张表格轻松执行一个活动 ·············································· 46
活动文件管理································································· 63
第 4 章
社交媒体与用户认知
刘润找老纪：成交 5000 万元豪车 ······································· 66
顺势而为：老干妈上架 1000 瓶辣椒酱回应腾讯 ····················· 69
转危为机：喜茶“错付”友商粉丝 ····································· 72
公益环保：星巴克自带水杯免费喝咖啡 ······························· 76
万千宠爱：寻找中国锦鲤 ················································· 80
第 5 章
用户获取
拼多多：100 元现金免费拿裂变拉新 ··································· 86
瑞幸咖啡：邀请好友喝一杯咖啡拉新 ·································· 91
以小博大：一分钱抽万元礼包 ··········································· 96
一战成名：微信春晚“摇一摇”抢红包 ······························· 99
务实地推：信用卡开卡好礼 ············································· 103
第 6 章
用户活跃
UGC：大众点评“霸王餐”促活 ······································· 108
小步迭代：支付宝“集五福”促活 ···································· 112
惯性思维：签到领积分 ··················································· 117
精准触达：超级会员日 ··················································· 120
提前锁定：1 分钱预约好礼 ············································· 124
第 7 章
用户购买
整点购：借冲动消费促成成交 ·········································· 130
套娃循环：满减促销凑单 ················································ 133
拼手速：秒杀蓄流量······················································· 136
善用新鲜感：新品试用 ··················································· 139
互动升级：直播间上演宫斗戏码 ······································· 142
颠覆认知：曼卡龙 69 元钻戒活动 ······································ 146
第 8 章
品牌影响力
天猫超级品牌日：为品牌而生的 IP 活动 ····························· 152
拼多多百亿补贴：针对高端用户的翻身仗 ··························· 157
小米的米粉节：发烧友的狂欢日 ······································· 161
肯德基“疯狂星期四”：疯四文学体 ································· 165
五菱宏光 MINIEV 改造大赛：形象逆袭之路 ······················· 169
楼体灯光秀：点亮城市地标 ············································· 174
第 9 章
商场线下活动
日拱一卒：商场套娃娃活动 ············································· 178
儿童为王：小小主持人大赛 ············································· 181
品牌加持：特斯拉集市展 ················································ 184
赚人气：新书签售会······················································· 187
粉丝的力量：明星线下见面会 ·········································· 191
第 10 章
活动策划经验总结
活动策划 10 大要素 ······················································· 196
活动策划 10 条经验 ························································ 197
活动策划 10 个创意灵感来源 ··········································· 202
活动策划 10 个常见问题 ·················································· 206
