簡介:ACTIVITYBASEDCOSTINGANDOTHERCOSTMANAGEMENTTOOLS,CHAPTER18,1,LEARNINGOBJECTIVES,2,DEVELOPACTIVITYBASEDCOSTSABC,1,3,ACTIVITYBASEDCOSTING,MOREACCURATEMETHODTOATTACHCOSTSTOPRODUCTSREFINESTHEWAYINDIRECTCOSTSAREALLOCATEDTOPRODUCTIONFOCUSESONCOSTSINCURREDBYEACHPRODUCTIONACTIVITYACTIVITYCOSTSBECOMETHEBUILDINGBLOCKSFORALLOCATINGCOSTSTOPRODUCTSANDSERVICESEACHACTIVITYHASITSOWNCOSTDRIVER,4,ACTIVITYBASEDCOSTINGDIVIDESPRODUCTIONPROCESSINTOACTIVITIESASSIGNSCOSTSTOPRODUCTSBASEDONHOWMUCHTHEPRODUCTUSESTHOSEACTIVITIESCOSTDRIVERSACTIVITYTHATDRIVESTHECOSTTOBEINGACCUMULATEDEXAMPLESQUALITYINSPECTIONS–NUMBEROFINSPECTIONSWARRANTYSERVICES–NUMBEROFSERVICECALLSSHIPPING–NUMBEROFPOUNDS,5,ACTIVITYBASEDCOSTING,OVERVIEWOFTRADITIONALANDABCSYSTEMS,TRADITIONALSYSTEMUSESAPLANTWIDEMANUFACTURINGOVERHEADALLOCATIONRATE,6,OVERVIEWOFTRADITIONALANDABCSYSTEMS,ABCSYSTEMUSESASEPARATEALLOCATIONRATEFOREACHACTIVITY,7,DEVELOPINGANACTIVITYBASEDCOSTINGSYSTEM,8,,ABCSYSTEM,9,ABCSYSTEMRESULTS,UNDERTRADITIONALSYSTEMTHEGROSSPROFITFORSPECIALTYDVDIS20PERDVDFIVETIMESASHIGHASTHE4GROSSPROFITFORTHEEXCELDVDMANAGEMENTMAYDECIDETOPRODUCEMORESPECIALTYDVDSUNDERABCCOSTSAREMOREACCURATE,10,S183COMPUTINGINDIRECTMANUFACTURINGCOSTSPERUNIT,DAY,CORPISCONSIDERINGTHEUSEOFACTIVITYBASEDCOSTINGTHEFOLLOWINGINFORMATIONISPROVIDEDFORTHEPRODUCTIONOFTWOPRODUCTLINESDAYPLANSTOPRODUCE400UNITSOFPRODUCTAAND375UNITSOFPRODUCTB1COMPUTETHEABCINDIRECTMANUFACTURINGCOSTPERUNITFOREACHPRODUCT,11,THEINDIRECTMANUFACTURINGCOSTFORPRODUCTAISTHEINDIRECTMANUFACTURINGCOSTFORPRODUCTBIS,12,S183COMPUTINGINDIRECTMANUFACTURINGCOSTSPERUNIT,8150,34240,SETUP106,000/20053000PERSETUPMAINTENANCE55,000/40001375PERMACHINEHOUR,USEACTIVITYBASEDMANAGEMENTABMTOACHIEVETARGETCOSTS,2,13,ACTIVITYBASEDMANAGEMENT,USESABCTOMAKEDECISIONSINCREASEPROFITSWHILEMEETINGCUSTOMERNEEDSTYPESOFDECISIONSPRICINGANDPRODUCTMIXPROVIDESAMOREACCURATECOSTOFPRODUCTSDETERMINESTHEPROFITABILITYOFPRODUCTSCUTTINGCOST,14,COSTCOMPARISONABCVSTRADITIONALALLOCATION,15,,,LOSSVERSUSPROFIT,VALUEENGINEERING,REEVALUATINGACTIVITIESTOREDUCECOSTSREQUIRESCROSSFUNCTIONALTEAMSMARKETERSIDENTIFYCUSTOMERNEEDSENGINEERSDESIGNMOREEFFICIENTPRODUCTSACCOUNTANTSESTIMATECOSTSSETTINGSALESPRICESBASEDONTARGETPRICESTARGETINGWHATCUSTOMERSAREWILLINGTOPAY,16,TARGETPRICINGVERSUSCOSTBASEDPRICING,COSTBASEDFULLCOSTDESIREDPROFITSALESPRICETARGETBASEDTARGETPRICEDESIREDPROFITTARGETCOST,17,FULLPRODUCTCOSTS,CONSIDERALLPRODUCTIONCOSTSDIRECTMATERIALSDIRECTLABORALLOCATEDMANUFACTURINGOVERHEADPLUSALLNONMANUFACTURINGCOSTSOPERATINGEXPENSESADMINISTRATIVESELLINGEXPENSESTODETERMINETARGETCOSTSANDTARGETPROFITS,18,TARGETCOSTFULLCOSTASSEMBLETEAMTOCUTCOSTS,GIVENCURRENTPRODUCTIONPROCESSREDESIGNTHEPRODUCTIONPROCESSTOFURTHERCUTCOSTS,19,FULLPRODUCTCOSTCOMPARISON,RECOMPUTINGACTIVITYCOSTSAFTERAVALUEENGINEERINGSTUDY,COMPANYDECIDESTOREDESIGNSETUPTOREDUCETHESETUPCOSTPERBATCHESTIMATEDTOTALCOSTSAVINGIS160,000NUMBEROFBATCHESSTAYTHESAME,20,ABCMANUFACTURINGOVERHEADCOSTSAFTERVALUEENGINEERINGSTUDY,REVISEDCOST,21,S185USINGABCTOCOMPUTEPRODUCTCOSTSPERUNIT,ACCEL,CORP,MAKESTWOPRODUCTSCANDDTHEFOLLOWINGDATAHAVEBEENSUMMARIZEDINDIRECTMANUFACTURINGCOSTINFORMATIONINCLUDESTHEFOLLOWINGTHECOMPANYPLANSTOMANUFACTURE150UNITSOFEACHPRODUCT1CALCULATETHEPRODUCTCOSTPERUNITFORPRODUCTSCANDDUSINGACTIVITYBASEDCOSTING,22,23,S185USINGABCTOCOMPUTEPRODUCTCOSTSPERUNIT,S1811USINGABCTOACHIEVETARGETPROFIT,INSHORTEXERCISE185,ACCELCORPDESIRESA25TARGETPROFITAFTERCOVERINGALLCOSTS1CONSIDERINGTHETOTALCOSTSASSIGNEDTOTHEPRODUCTSCANDDINS185,WHATWOULDACCELHAVETOCHARGETHECUSTOMERTOACHIEVETHATPROFIT,24,TOTALCOSTSDIVIDEDBY100TARGETPROFIT1,492÷0751,98933TOTALCOSTSDIVIDEDBY100TARGETPROFIT3,170÷0754,22667,DESCRIBEAJUSTINTIMEJITPRODUCTIONSYSTEM,ANDRECORDITSTRANSACTIONS,3,25,JUSTINTIMESYSTEMS,MATERIALSPURCHASEDANDGOODSCOMPLETED“JUSTINTIME”FORDELIVERYDELIVERIESARESMALLANDFREQUENTSUPPLIERSMUSTGUARANTEEADEFECTRATECLOSETOZEROFINISHEDGOODSINVENTORIESAREKEPTTOAMINIMALAMOUNTREDUCESCOMPANY’SCOSTTOSTOREANDINSUREINVENTORYMINIMIZESINVESTMENTTHECOMPANYHASINITSINVENTORIESLOWERSRISKOFTHEINVENTORYBECOMINGOBSOLETEORUNSALABLE,26,JUSTINTIMEWORKCELLS,PRODUCTIONCOMPLETEDINWORKCELLSAREAWHERERESOURCESAREREADILYAVAILABLEEMPLOYEESWORKINATEAMWITHOUTSUPERVISIONGOODSCOMPLETEDINSMALLBATCHESTHATAREINSPECTEDFORQUALITYASCOMPLETEDPRODUCTSMOVEOUT,SUPPLIERSDELIVERMOREMATERIALSTRADITIONALSYSTEMSPRODUCTIONMOVESTOVARIOUSDEPARTMENTSWORKMUSTBEMOVED,BETWEENDEPARTMENTSWASTINGTIMEANDMONEY,27,JUSTINTIMESYSTEMS,28,JITISSUES,LOSTSALESIFMATERIALSDONOTARRIVEONTIMEORIFTHEMATERIALSAREOFPOORQUALITYSTRONGRELATIONSWITHVENDORSOFQUALITYMATERIALSESSENTIALSOMEJITCOMPANIESHAVESMALLINVENTORIESOFCRITICALMATERIALS,29,JUSTINTIMECOSTING,ALSOCALLED“BACKFLUSHCOSTING”STARTSWITHCOMPLETEDPRODUCTSANDTHENASSIGNSMANUFACTURINGCOSTSTOUNITSSOLDANDINVENTORY,30,SMARTTOUCH’SJITCOSTINGACCOUNTS,JITDOESNOTUSEASEPARATEWORKINPROCESSINVENTORYACCOUNTONLYTWOINVENTORYACCOUNTSRAWANDINPROCESSINVENTORYFINISHEDGOODSINVENTORY,31,S1812JUSTINTIMECHARACTERISTICS,32,CONSIDERTHEFOLLOWINGCHARACTERISTICSOFEITHERAJITPRODUCTIONSYSTEMORATRADITIONALPRODUCTIONSYSTEMPRODUCTSAREPRODUCEDINLARGEBATCHESLARGESTOCKSOFFINISHEDGOODSPROTECTAGAINSTLOSTSALESIFCUSTOMERDEMANDISHIGHERTHANEXPECTEDSUPPLIERSMAKEFREQUENTDELIVERIESOFSMALLQUANTITIESOFRAWMATERIALSEMPLOYEESDOAVARIETYOFJOBS,INCLUDINGMAINTENANCEANDSETUPSASWELLASOPERATINGMACHINES1INDICATEWHETHEREACHISCHARACTERISTICOFAJITPRODUCTIONSYSTEMORATRADITIONALPRODUCTIONSYSTEM,TRADITIONAL,TRADITIONAL,JIT,JIT,S1812JUSTINTIMECHARACTERISTICS,33,CONSIDERTHEFOLLOWINGCHARACTERISTICSOFEITHERAJITPRODUCTIONSYSTEMORATRADITIONALPRODUCTIONSYSTEMMACHINESAREGROUPEDINTOSELFCONTAINEDPRODUCTIONCELLSORPRODUCTIONLINESMACHINESAREGROUPEDACCORDINGTOFUNCTIONFOREXAMPLE,ALLCUTTINGMACHINESARELOCATEDINONEAREATHEFINALOPERATIONINTHEPRODUCTIONSEQUENCE“PULLS”PARTSFROMTHEPRECEDINGOPERATIONEACHEMPLOYEEISRESPONSIBLEFORINSPECTINGHISORHEROWNWORKMANAGEMENTWORKSWITHSUPPLIERSTOENSUREDEFECTFREERAWMATERIALS,JIT,TRADITIONAL,JIT,JIT,JIT,USETHEFOURTYPESOFQUALITYCOSTSTOMAKEDECISIONS,4,34,TOTALQUALITYMANAGEMENTTQM,JITMOREVULNERABLETOPRODUCTIONSHUTDOWNSCRITICALELEMENT–DEFECTFREEDIRECTMATERIALSSOLUTIONMONITORACTIVITIESTOIMPROVEQUALITYANDELIMINATEDEFECTSANDWASTETOTALQUALITYMANAGEMENTTQMGOALOFCONTINUOUSIMPROVEMENTWELLDESIGNEDPRODUCTSREDUCEINSPECTIONS,REWORK,ANDWARRANTYCLAIMSDESIGNANDBUILDQUALITYINTOTHEPRODUCTRESEARCHDEVELOPMENTINVESTMENTSCANGENERATESAVINGSINMARKETINGANDCUSTOMERSERVICE,35,THEFOURTYPESOFQUALITYCOSTS,PREVENTIONCOSTSSPENTTOAVOIDPOORQUALITYGOODSORSERVICESAPPRAISALCOSTSSPENTTODETECTPOORQUALITYGOODSORSERVICESINTERNALFAILURECOSTSINCURREDWHENTHECOMPANYDETECTSANDCORRECTSPOORQUALITYGOODSORSERVICESBEFOREDELIVERYTOCUSTOMERSEXTERNALFAILURECOSTSSPENTAFTERTHECOMPANYDELIVERSPOORQUALITYGOODSORSERVICES,36,THEFOURTYPESOFQUALITYCOSTS,PREVENTIONCOSTSOCCURINTHERDSTAGEOFTHEVALUECHAINAPPRAISALANDINTERNALFAILURECOSTSOCCURINPRODUCTIONEXTERNALFAILUREOCCURSINCUSTOMERSERVICEORRESULTSFROMLOSTSALESDUETOANUNHAPPYCUSTOMERPREVENTIONMUCHCHEAPERTHANEXTERNALFAILUREDECIDINGWHETHERTOADOPTANEWQUALITYPROGRAMINVOLVESCOMPARINGCOSTSVERSUSBENEFITS,37,DECIDINGWHETHERTOADOPTANEWQUALITYPROGRAM,HOWTODECIDECLASSIFYEACHCOSTINTOONEOFTHEFOURCATEGORIESTOTALTHEESTIMATEDCOSTPERCATEGORYTOTALESTIMATEDCOSTREDUCTIONSDECIDEWHETHERTOUNDERTAKEORNOTCOSTSVERSUSBENEFITSQUALITYCOSTSCANBEHARDTOMEASUREMEASUREINNONFINANCIALTERMSNUMBEROFCUSTOMERCOMPLAINTSVOLUMEOFINCOMINGCUSTOMERSERVICEPHONECALLS,38,39,THEFOURTYPESOFQUALITYCOSTS,S1814MATCHINGCOSTOFQUALITYEXAMPLESTOCATEGORIES,SAMMY,INCMANUFACTURESMOTORSCOOTERSCONSIDEREACHOFTHEFOLLOWINGEXAMPLESOFQUALITYCOSTS1PREVENTIVEMAINTENANCEONMACHINERY2DIRECTMATERIALS,DIRECTLABOR,ANDMANUFACTURINGOVERHEADCOSTSINCURREDTOREWORKADEFECTIVESCOOTERTHATISDETECTEDINHOUSETHROUGHINSPECTION3LOSTPROFITSFROMLOSTSALESIFCOMPANY’SREPUTATIONWASHURTBECAUSECUSTOMERSPREVIOUSLYPURCHASEDAPOORQUALITYSCOOTER4COSTSOFINSPECTINGRAWMATERIALS,SUCHASCHASSISANDWHEELS1INDICATEWHICHOFTHEFOLLOWINGQUALITYCOSTCATEGORIESEACHEXAMPLEREPRESENTS●PPREVENTIONCOSTS●AAPPRAISALCOSTS●IFINTERNALFAILURECOSTS●EFEXTERNALFAILURECOSTS,40,P,IF,EF,A,S1814MATCHINGCOSTOFQUALITYEXAMPLESTOCATEGORIES,SAMMY,INC,MANUFACTURESMOTORSCOOTERSCONSIDEREACHOFTHEFOLLOWINGEXAMPLESOFQUALITYCOSTS5WORKINGWITHSUPPLIERSTOACHIEVEONTIMEDELIVERYOFDEFECTFREERAWMATERIALS6COSTOFWARRANTYREPAIRSONASCOOTERTHATMALFUNCTIONSATCUSTOMER’SLOCATION7COSTSOFTESTINGDURABILITYOFVINYL8COSTTOREINSPECTREWORKEDSCOOTERS1INDICATEWHICHOFTHEFOLLOWINGQUALITYCOSTCATEGORIESEACHEXAMPLEREPRESENTS●PPREVENTIONCOSTS●AAPPRAISALCOSTS●IFINTERNALFAILURECOSTS●EFEXTERNALFAILURECOSTS,41,P,EF,A,IF,CHAPTER18SUMMARYOFTHECHAPTER,ACTIVITYBASEDCOSTINGABCFOCUSESONACTIVITIESTHECOSTSOFTHOSEACTIVITIESBECOMETHEBUILDINGBLOCKSFORMEASURINGALLOCATINGTHECOSTSOFPRODUCTSANDSERVICESTHETOTALPRODUCTIONPROCESSANDTHERELATEDCOSTSAREDIVIDEDAMONGTHEVARIOUSPRODUCTIONACTIVITIESACOSTDRIVERFORTHEACTIVITYISIDENTIFIED,ANDARATEPERACTIVITYISCALCULATEDTHECOSTSARETHENALLOCATEDTOINDIVIDUALPRODUCTSBASEDONTHEAMOUNTOFPRODUCTS’USEOFEACHACTIVITY,42,CHAPTER18SUMMARY,ACTIVITYBASEDMANAGEMENTABMUSESACTIVITYBASEDCOSTSTOMAKEDECISIONSTHATINCREASEPROFITSWHILEMEETINGCUSTOMERNEEDSMOSTCOMPANIESADOPTABCTOGETBETTERPRODUCTCOSTSFORPRICINGANDPRODUCTMIXDECISIONSHOWEVER,THEYOFTENBENEFITMOREBYCUTTINGCOSTSTARGETPRICINGTAKESTHESALESPRICEANDSUBTRACTSDESIREDPROFITTODETERMINETHETARGETCOSTOFMANUFACTURING,43,CHAPTER18SUMMARY,ABCANDVALUEENGINEERINGWORKTOGETHERTOREEVALUATEACTIVITIESWITHTHEGOALOFREDUCINGMANUFACTURINGOVERHEADCOSTSTOMEETTHETARGETCOSTBYREDUCINGCOSTS,COMPANIESCANMAINTAINDESIREDPROFITLEVELSJUSTINTIMEJITSYSTEMSSTREAMLINEMANUFACTURINGANDACCOUNTINGBYDEVELOPINGRELATIONSHIPSWITHSUPPLIERS,RESULTINGINNONEEDFORTHECOMPANYTOMAINTAINLARGESUPPLIESOFRAWMATERIALSONHANDDEFECTFREERAWMATERIALSARRIVEJITTOTHEWORKCELLFORPRODUCTION,44,CHAPTER18SUMMARY,BECAUSEOFTHEMOREEFFICIENTPRODUCTIONPROCESS,THEACCOUNTINGISSTREAMLINEDTOMATCHITONLYTWOINVENTORYACCOUNTSNEEDTOBEKEPTRAWANDINPROCESSINVENTORYANDFINISHEDGOODSINVENTORYLABORANDOVERHEADARETRACKEDINATEMPORARYACCOUNTCONVERSIONCOSTSWHERETHEYAREALLOCATEDTOPRODUCTSASTHEYARECOMPLETEDTHEFOURTYPESOFQUALITYRELATEDCOSTSAREPREVENTION,APPRAISAL,INTERNALFAILURE,ANDEXTERNALFAILURECOSTSQUALITYIMPROV
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上傳時間:2024-01-06
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簡介:,三亞沙灘戶外拓展活動項目奪寶奇兵,【奪寶奇兵】,各隊隊員在規(guī)定時間內(nèi),在指定的沙灘范圍中,通過標志符號測定位置,尋獲并拼出提示圖案,獲取所有標志的拼塊,最終拼出正確名稱或LOGO的大拼圖。,培養(yǎng)隊員計劃協(xié)調(diào)能力。團隊成員間相互溝通意識的培養(yǎng)。深化團隊文化。,,三亞沙灘戶外拓展活動項目沙灘龍舟,1、各隊隊員站在出發(fā)線后,每隊排成一列。2、各隊分發(fā)根布條(人數(shù)1條)。3、隊員用布條將自己與相鄰隊員的腳綁在一起。4、布條均綁在腳踝處,要求布條不能松脫。5、在教練規(guī)定的時間內(nèi)(五分鐘)隊員將布條綁好。6、教練吹哨后,全部隊員出發(fā),各隊隊員在沙灘上象一條“龍舟”前行。7、隊員可以互相利用肢體間的幫助,步伐一致,才能盡快到達終點。,【沙灘龍舟】,,三亞沙灘戶外拓展活動項目沙灘橄欖球,【沙灘橄欖球】,,在沙灘指定范圍內(nèi);每隊各選派一定數(shù)量球員上場佩戴好護肘、護膝進行比賽,實行每場計分制。隊員在比賽中可以接球、撿球或帶球跑,傳球、投球,踢球或其他方式推動球,對持球的對方球員可以采取撲、摟、抱、拉球過對方球門線得分。以主裁判判決為準。,,三亞沙灘戶外拓展活動項目水果競猜,多種水果分放在不同的區(qū)域,各隊隊員依次輪流競猜,只有同類的水果才可取走。海南素有“水果之島”的美稱,熱帶水果種類繁多,各隊勝利獲得的水果也即是各隊獎勵物資。,【水果競猜】,,三亞沙灘戶外拓展活動項目四國排球,四個隊伍同時進行比賽,參賽隊員分別位于場上設置“田”形的比賽場地,場地上設置“”形的四副排球網(wǎng),一個排球,由教練進行裁判,采用每球得分制,同時進行四國排球賽,決出勝負。,【四國排球】,團隊合作的比賽,煥發(fā)熱情、激發(fā)潛能、攜手共進;團隊成員間相互溝通意識,合理安排隊員在適當?shù)奈恢?。當隊友出現(xiàn)失敗時,以寬容之心對待。激發(fā)斗志,體驗隊員間互相鼓勵的團隊精神。,,,隊員站立圍成一圈,隊友之間間距一定距離,每個隊員緩緩坐在后一位隊員的腿上,全體隊員坐穩(wěn)后,展開雙手。全體隊員充分配合,直至成功。,【信任人椅】,團隊的力量是巨大的,成功是屬于團隊的每一個成員。如果沒有團隊里每一個成員相互協(xié)作、共同努力,很多事情是難以完成的。有陽光、海水、沙灘、海風帶來的愉悅下、大家共同分享團隊的快樂喜悅。,三亞沙灘戶外拓展活動項目信任人椅,三亞沙灘戶外拓展活動項目人體造型,【人體造型】,各隊隊員在各隊長的指揮下互相配合,利用身體擺出如公司名稱或LOGO的大型人體造型增強團隊協(xié)作能力;培訓團隊整體行動能力;宣揚團隊文化,深化隊員對團隊的感情,提高團隊凝聚力;,,三亞沙灘戶外拓展活動項目障礙水運輸,【障礙水運輸】,每個隊分為小組,每小組五名隊員,隊員之間用腰帶相連。在規(guī)定的時間內(nèi),各小組依次出發(fā),將椰碗中的水越過障礙運輸至終點,直至水滿溢出。,,三亞沙灘戶外拓展活動項目繩結脫困,【繩結脫困】,沙灘場地上布置的繩結架由竹各類粗細竹桿、繩索搭建而成。,共布置有條繩索,繩索長度為90米,均纏繞在竹桿上,從起點直到終點。,障礙共有三道,依次為地面障礙、單層障礙、雙層障礙。,,三亞沙灘戶外拓展活動項目繩結脫困,【繩結脫困】,每支隊伍分為小組,每五人為一個小組。五人小組中一名隊手作為脫困人員,其余四名隊員為協(xié)助人員。脫困人員腰系皮帶,皮帶上的鐵環(huán)通過鐵圈與繩索相連,并且雙手被布條綁住。,,三亞沙灘戶外拓展活動項目繩結脫困,【繩結脫困】,各隊的第一組隊員同時出發(fā)。,當各隊有一組隊員到達終點后,由終點處教練通過對講機通知出發(fā)點教練。,經(jīng)過教練允許下一組隊員才可出發(fā)。,其他隊員不可提前進入場地幫忙。,,三亞沙灘戶外拓展活動項目繩結脫困,【繩結脫困】,每個小組的脫困人員在其他隊友的幫助下,沿著繩索穿過、翻越、攀爬過障礙,到達終點。,出發(fā)前,脫困人員身上盡量不要攜帶尖銳物品、貴重物品,以免劃傷或丟失。,隊友要盡量協(xié)調(diào)配合隊友的行動,在進行翻越攀爬時注意隊友及自身的安全。,翡翠山湖2004年10月開盤典禮活動方案,廣州鳳凰傳說廣告有限公司翡翠山湖項目組2003/9/30,活動目的,著重針對樓盤的嶄新標志與形象,公開展示于大眾面前,務求令到場各嘉賓與貴賓眼前一亮,使翡翠山湖的新形象能迅速傳播開來,擴大翡翠山湖的社會知名度和美譽度;把活動現(xiàn)場的擺設置與包裝,細微處也體現(xiàn)出翡翠山湖的高品位、高格調(diào)形象,輔以嶄新的形象及清晰訴求定位,從而促進樓盤的銷售;對外傳達翡翠山湖重新開盤的信息;重新樹立翡翠山湖的品牌形象;進行企業(yè)社會公關,樹立翡翠山湖積極良好的社會形象。,活動目標群體關系,親朋/好友,業(yè)主,潛在買家,,翡翠山湖主動聯(lián)系,翡翠山湖主動聯(lián)系,,,演變過程與互動關系,,,向外界傳播,,,環(huán)境媒體,,環(huán)境媒體,活動主要信息,活動名稱翡翠山湖開盤慶典慶祝首期業(yè)主入伙會開盤時間2004年10月26日地點翡翠山湖售樓部參與人員工作人員、客戶、廣告公司等擬邀政府嘉賓鎮(zhèn)政府有關主管領導貴賓邀請企業(yè)級的貴賓、首期所有業(yè)主、潛在買家,造勢篇,利用原有資源傳播,針對以往到翡翠山湖看樓的潛在買家,使用以往的記錄資料,以電話訪問此批潛在買家,以鄭重的形式邀請此批群體出席開盤慶典活動,并在電話中向此批買家強調(diào)開盤慶典日的利益點,如禮品、購樓優(yōu)惠等,使此批買家再一次來臨翡翠山湖,利用各種利益點誘導他們購買,同時向買咨詢是否有親朋好友有意向買樓,并爭取向他們?nèi)〉糜H朋好友的電話或可通過他們來通知;在邀請函發(fā)出時必須保持高度,不能隨便派發(fā),只能視情況派發(fā);業(yè)主的邀請方法同上;邀請函以郵寄形式郵發(fā)至潛在買家的住所。,積極開拓新渠道傳播,活動前盡快落實高檔消費者場所的第一步合作模式,有利于慶典前的活動傳播;針對高檔消費場所,例如咖啡廳、五星級酒店等,在此類場所擺放活動單張,作為免費索取的資料,如咖啡廳可在餐紙上印制慶典活動內(nèi)容,進一步接觸目標消費群體;,現(xiàn)場布置篇,區(qū)域布置,主席臺區(qū)主席臺區(qū)也就是剪彩區(qū),設在樓盤大門的一側(cè)較空的位置,主席臺左側(cè)為貴賓致辭專用致辭臺,右側(cè)為主持人用立式麥可風,地面鋪有紅色地毯。嘉賓區(qū)可放在剪彩區(qū)域前方和兩側(cè)。簽到處來賓簽到處設置在樓盤大門。簽到處配有禮儀小姐。簽到處設置簽到處背景。禮品發(fā)放區(qū)簽到處的桌子也可作為禮品發(fā)放桌。貴賓休息區(qū)可在翡翠山湖售樓部內(nèi)辟一專區(qū),設置沙發(fā)茶幾飲料、水果、濕毛巾,擺放精美插花作為點綴。洽談區(qū)已有的小型會議桌。,物料準備及用途,形象畫冊開盤當天,所有到場嘉賓均可獲得精裝的形象畫冊一份,以后視每位客戶的需求派發(fā),一般別墅級客戶才派發(fā),小高層則另行針對需求派發(fā)單張,由售樓小姐視情況派發(fā);大禮品主要派發(fā)予有意向購樓的高端客戶及所有已交訂金的客戶,由售樓小姐視情況派發(fā);小禮品主要派發(fā)予所有到樓盤參觀的客戶及有意向購小小高層的客戶,高端客戶則連同大禮品一同派發(fā);手提袋用以裝置禮品及畫冊予客戶;,物料準備及用途,光碟制作一批容量為100MB的玉石型異型光碟,光碟內(nèi)容為翡翠山湖的形象影視片,用途為向所有來賓、參觀者派發(fā),或免費索??;形象折頁延用形象畫冊的風格與內(nèi)容,折頁的用途為形象畫冊的簡裝版,用以降低成本及方便派發(fā),視情況而用;系列促銷單張制作一套系列單張,針對不同用戶的不同需求而設,作為促銷的有力手段之一,單張的訴求可分為不同戶型的不同需求訴求、配套的訴求、人文的訴求等,整套單張以封套形式裝置,或可分開派發(fā),方便實用,可長期放置于售樓部作免費索取的資料。,物料準備及用途,慶典當天使用拱門、升氣球等促銷物品營造現(xiàn)場氣氛;拱門及升氣球建議使用于大路口入口處,使路過的群體也能一目了然,并藉此吸引人流到翡翠山湖門外湊熱鬧,以增加開盤當天的人氣指數(shù);慶典活動單張開盤前10天布置于鳳崗當?shù)氐母邫n消費場所,盡可能把信息廣泛傳播開來。,現(xiàn)場活動篇,揭幕啟動儀式,由嘉賓揭幕翡翠山湖的新LOGO儀式。在主席臺的中心位置,放置一個精雕玉石(樓盤的新標志、放置在古色古香的梨木托架上,四周用紅綢緞扎成彩結,并且事先用幔布遮蓋,之后由嘉賓徐徐揭幕)在儀式進行同時,領導與嘉賓上臺,為項目開盤剪彩,活動也在此時達到高潮,吉慶禮花開始升放,以烘托熱烈的氣氛。,現(xiàn)場穿插活動,在開盤當日,穿插南獅采青、點睛表演,預示著翡翠山湖美好的發(fā)展前景。在現(xiàn)場安排一支由58人組成的琵琶樂隊,或大提琴小提琴合奏用于迎賓和送賓,增添喜慶歡樂的氣氛?;顒蝇F(xiàn)場備有香檳,由董事長致辭后開香檳慶祝,并倒至組成金字塔的高腳杯內(nèi),各來賓、業(yè)主取酒共飲共同慶祝典禮。,特別活動,“翡翠山湖”鳳崗首個晚間睇樓樓盤活動出發(fā)點由于鳳崗較多外來人口,所以鳳崗大部分的人口均在白天上班,晚上才下班,能看樓的時間較少,多數(shù)要等至假期才能看樓,晚間睇樓樓盤的成立初衷是由于該原因。活動構思選擇23臺面包車使用,車身噴上翡翠山湖的形象及標志,作為夜間睇樓的接送工具,在鳳崗當?shù)氐妮^大型咖啡、娛樂場所、酒店作為穿梭工具,免費為日常工作較忙的人士在夜間接送他們到翡翠山湖睇樓,方便了目標群體,也引起了大部分人對“夜間睇樓”的興趣與好奇,吸引他們到現(xiàn)場,能大大促進樓盤的銷售。,特別活動與開盤慶典的結合,在開盤當天,把夜間睇樓的概念作為一種成立的標志,打破房地產(chǎn)的傳統(tǒng)做法,并將其鄭重地宣布,開盤當天當領導及嘉賓們致辭后,夜間睇樓徐徐開出樓盤,展示形象,并在開盤當天,睇樓車當天一天可設定在鳳崗幾個點作接送之用,也增加了開盤當天的氣氛及造成了鳳崗的一個熱點話題。,針對業(yè)主的活動,開盤當天,評選出最具權威、最德高望重、最有品位的三名業(yè)主,最具權威的業(yè)主主要從事業(yè)上進行考評,最德高望重的業(yè)主主要從社會地位上進行考評,最有品位的業(yè)主主要從家居裝飾及生活態(tài)度上考評;獲獎的三名業(yè)主均可得到豐厚的獎品,獎品建議能體現(xiàn)出尊貴、能代表他們的身份、地位,可考慮高爾夫球具套裝、名畫、高級釣魚具套裝等。,媒體、包裝篇,戶外媒體,在鳳崗鎮(zhèn)內(nèi)繁華地段、高速公路出入口投放大型的戶外路牌及霓虹燈,并在清溪、塘廈兩個交匯點投放大型戶外路牌,樹立樓盤的新形象。此項目工作已經(jīng)落實,并接近結束階段,不再細述。,發(fā)掘新型媒體鳳崗地圖,通過翡翠山湖與鎮(zhèn)政府的關系,與地圖出版社商洽,出版鳳崗地圖,地圖作用主要展示鳳崗的旅游景點,并把翡翠山湖的翡翠湖列為景點之一,在地圖的背面印上翡翠山湖的項目具體介紹,使地圖成為翡翠山湖的一個有力的、獨特的新型媒體;地圖的銷售途徑除了以政府的常規(guī)形式銷售,如書店、士多、報紙售賣點等銷售外,更可與鳳崗各個有關聯(lián)的公路收費站作為免費派發(fā),收費員可視車輛的大小而派發(fā),如小車及面包車可免費派發(fā),面包車以上的較大車輛則不用派發(fā)。,區(qū)內(nèi)形象裝飾,區(qū)內(nèi)裝飾系統(tǒng)工程著重重新建設區(qū)內(nèi)的裝飾系統(tǒng),例如燈旗、垃圾箱、正在施工樓盤的包裝形象等,使區(qū)內(nèi)的形象迅速重新整頓起來,以配合新形象的步調(diào)一致;樓盤外墻裝飾工程重新粉飾樓盤的整體外墻,外墻的形象稿主要圍繞樓盤的各種配套、文化作為訴求點,務求令經(jīng)過樓盤的群體也能受到外墻的吸引,細心觀賞,增加樓盤的品位,促進銷售。,開盤慶典儀式流程,0900-0930所有工作人員進場。包括貴司主要負責人及禮儀公司項目負責人、各類工作人員以及表演人員。0930-0950來賓陸續(xù)進場。在現(xiàn)場設有簽到處并同時發(fā)放禮品。貴賓、嘉賓、客戶可憑請柬內(nèi)附禮品券領取禮品。嘉賓進入會場休息;貴賓引入VIP室樂隊奏迎賓曲。0950-1000貴賓由禮儀小姐引入會場。1000-1008儀式開始主持人開場白介紹貴賓。1008-1013公司董事長致歡迎詞。1013-1025南獅點睛(政府貴賓為南獅點睛),采青表演。,開盤慶典儀式流程,1025-1030政府領導致詞。1030-1035主持人邀請剪彩嘉賓為翡翠山湖開盤揭幕剪彩吉慶禮花、升空小氣球、禮花、禮炮同時升放,儀式達到高潮。1035-1040宣布三名獲獎業(yè)主。1040-1050由董事長為業(yè)主頒發(fā)獎品,獲獎業(yè)主發(fā)言。1050-1100主持人宣布典禮結束,貴賓趕往午宴現(xiàn)場。,
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