"League of Music" club planning project

An artistic behavior that establishes an interactive space between music and people...

A kind of thing that freezes time Music space...

—— "Le League" Club

Project name "Le League" Club

Execution Time Planning Company

Planner

Project concept and model

With the rapid development of cultural undertakings in XX area, the cultural market space is also growing. Our investigation found that pop music occupies a mainstream position in today’s society. Young people, especially students, are obsessed with pop music. For this reason, based on our past experience and the Tianjin Conservatory of Music’s With the background of art resources, we planned the "Le League" club project. In order to demonstrate the feasibility of this project, we have carried out a series of investigation and research work. This planning document is completed on the basis of sufficient market research.

Through this plan, we hope to attract the attention of people who love and pursue music, and jointly build a new market platform.

The description of the "Music Alliance" club project is:

1. Provide various music-loving people in Tianjin with opportunities to have close contact with their idols;

2. It is a link between music fans and the record companies of performing stars (pop singers and bands from Hong Kong, Taiwan and Mainland China);

3. An institution with physical support (Tianjin Conservatory of Music); < /p>

4. Have a huge database of student information in Tianjin;

5. Have strong resources based on Tianjin Rolling Stone Company;

6. Powerful publicity campaign, Create the first brand in Tianjin;

7. The expectation and goal of having more than 100 registered members within one month.

Basic points for the success of the project

1. Superior market environment

Pop music occupies a mainstream position in today's society. Young people have a strong interest in pop music. The hobby has reached the point of obsession. This club was established to satisfy the musical needs of most young people and give them the opportunity to face their idols. At the same time, we will cooperate with Tianjin Rolling Stones. Rolling Stones has a strong lineup of artists. For the better development of artists, the company will naturally promote their singers and singers' works to the society. We can provide the Rolling Stones with the performance venue platform and member database platform we own to create a better live atmosphere for the Rolling Stones and a better promotion space for the singers.

2. Multi-win marketing model

The operation model of this project is a multi-win marketing model. According to the design of the project, there are three main entities in the supply chain in the project: Consumers (members), clubs and performance companies are all in a winning situation.

Market survey and analysis

In order to further demonstrate the feasibility of this project, we conducted a market survey on the main groups in the supply chain of this project

The main purpose of the survey Focus on the following aspects:

—Understand the status of each group, their acceptance of this project, and important marketing behavioral characteristics

—Understand the target consumers (group consumers/individual consumers ) demand, purchasing behavior, etc.

—Obtain important market data in order to determine the profit opportunities and profit levels of this project

—Provide important market evidence for comprehensive analysis of project feasibility

The main conclusions of the survey are:

1. More than 48% of the respondents among the students in various colleges and universities are interested in club projects;

2. 20% of people think that "this is a very good project and it is completely possible to operate", 35% of people think that "it can be operated, but the risk is high". The main risks are:

—Famousness and authority Sex

— Stability and effectiveness of members

— Foundation of integrity

— Many operating links, coordination of relationships and interests of various groups

< p> —Personalized service

3. The comprehensive score of this project by various groups of people is 6.7 (1 point for complete rejection and 10 points for complete acceptance).

5. The investigation found that there are three platforms for the club’s main resources (core competitiveness);

(1) Member database platform

(3) Performances Venues and other hardware platforms

(4) Artist supplier platform

With the help of these three major platforms, it is enough to arouse the supplier system's interest and enthusiasm for the club.

7. The project is innovative, there are no competitors with similar projects, and the market prospects are promising.

8. For members, the following four aspects are their main needs for the club:

- Close contact with popular singers and bands, and even perform on the same stage;

- Have more opportunities to understand and learn your favorite music;

- New song recommendations: You can learn about songs that have been or will be released by singers or bands you are familiar with; < /p>

- Go to the scene to experience the changing music styles and fiery live effects brought by pop music;

9. There are three aspects of profit opportunities for the project:

-Agent sales

The profit level is: the live video collection of the fans club/10 yuan; the recording of members' personal singles/30 yuan; the recording of personal MTV/120 yuan

-Member membership fees

Membership dues, green card: one-time payment of 50 yuan; red card: one-time payment of 100 yuan

- Platform use

On the premise that members are responsible for their own expenses, Organize personal concerts for qualified members at preferential prices

Project development strategy and operation model

1. Project positioning

The "Music Alliance" club's Positioning is to provide one-stop service for young people who love music.

2. Key points of long-term development strategy

- The "Le League" club project will become a well-known brand in Tianjin in the next 2-3 years, and a set of operational operations will be summarized. Model;

- In the next 2 years, it will have 800-1,000 members, 3-4 artist suppliers, and an annual turnover of more than 50,000 yuan;

- Rely on the government and relevant associations Support (or cooperation) to fully realize a commercial and professional operation pattern;

- Establish three major support platform systems for the club: member database system, supplier database system, other hardware facilities of performance venues and service system.

- The Tianjin area is close to Beijing, and its information and literacy levels are relatively advanced to a large extent. Young people accept new things relatively quickly. Among the philharmonic groups, our first-year goal is to occupy The rate is 20%, 30% in the second year, and 50% in the third year.

3. Club entity - three major support platform systems "Le League" club is composed of "three major support platform systems", which constitute the entity of the club, including: performance venues and other hardware facilities and service systems, Member database system, artist supplier database system.

Other hardware facilities and service support system of the performance venue

The club has its own fixed activities and office spaces. The other hardware facilities and systems of the performance venue have the following functions: member home, providing artists A platform to interact with members and some capable members to hold personal music exhibitions, venues for member activities and rest (which can provide value-added services among members), and a place for artist suppliers to promote artists.

Member Database System

The club will adopt a membership-based operating model, so the member database system is an important resource for the club. The survey results also confirmed that it is the cornerstone of cooperation with suppliers. At the same time It is also one of the club’s profit points.

Artist supplier database system

The artist supplier database (including cooperative relationships with them) is equally important as the membership system. They are important partners of the club and the most important profit point. one.

Marketing and Advertising

According to the survey, the club’s popularity and credibility are the focus of many people’s attention and are also the key to the success or failure of the club. Therefore, the key to building a well-known club is Brand is the top priority in all work, and it is also the key content of this planning.

1. Advertising strategy - Advertising appeal point (selling point)

- Create a new concept of Tianjin cultural market;

- Personal and attentive service, truly caring for you Passion for music;

- One-stop business philosophy;

- Professional and professional operation mode;

- Support from industry background, create A sense of integrity and authority.

2. Advertising slogan: We all hope that music will no longer be worship

Investment budget and financial analysis

Risk types and avoidance

< p> 1. Types of risks Through investigation and research, we believe that this project has the following five risks:

—Famousness and authority

—Lack of industry background

—Stability and effectiveness of members

—Projects are easy to be copied

—Many operating links, coordination of relationships and interests of various groups

2. Risk avoidance Strategy

(1) Visibility and authority

- Give members a sense of trust through the existence of club entities (mainly the existence of the club);

- Through Advertising builds the club's brand image;

- Seeks cooperation with industry organizations to enhance the club's sense of authority;

- Guarantees of a series of other integrity systems

(2) Lack of industry background

- Attracting artists to join;

- Cooperation with professional organizations (such as Tianjin Philharmonic Association);

- Cooperate with well-known performance companies in the industry;

(3) Stability and effectiveness of membership

- Collection of professional channels (such as using data from student unions of various schools);

- Collection of club member data;

- Real-time dynamic updates

(4) There are many operational links, and coordination of relationships and interests of various groups

- Increase internal management, reduce operating links, and formulate reasonable work procedures;

- Strengthen internal communication and contact, and establish a special coordination and management agency

(5) Project ease Being counterfeited

- At first glance, the club project is easy to be counterfeited, but after careful analysis, we believe that the current own resources are the threshold that hinders the entry of other competitors.