城邦自慢塾 品牌活動策劃step by step 講師:吳世家 影音教學 中文發音 繁體中文版(DVD版)
內容說明:Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center;’>開發職場競爭力，擁有風格企劃力 → 就是你的職場致勝關鍵能力！
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center;’>跟著跨界名師吳世家教授的專業教學 培養屬於自己的風格企劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center;’>職場競爭力、風格企劃力就從此刻開始養成！
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Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>企劃力是職場致勝關鍵能力，而活動策劃則是眾多企劃類型當中經常運用的。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>活動可以協助企業、組織以及個人，在工作與生活中，達成各類大小的目標。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>例如：吸引目標觀眾的注意或興趣，維繫顧客關係，傳達企業或品牌訊息等。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>擁有良好的活動策劃知識與技能，可以讓我們更有系統、有步驟地完成目標，並增加職場競爭力。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>六門課皆依步驟詳細解說，並輔以個行業的真實案例。藉由聆聽實戰教學，培養及開發屬於你的風格企劃。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>1. 活動企劃介紹（上）（下）
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>人們常說的活動就是事件（event），即在特定地方發生的事情，一個特殊的情況，一件值得注意的事情。不論規模大小，一項活動就是「一個獨特的時刻」。活動策劃依據「架構」進行，以調查出發，評估結尾，經由反覆練習及實際操作，可達事半功倍之效。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; text-align: center;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>2. 「記者會」策劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>想在短時間內創造曝光，引發觀眾注意或興趣，或表達看法、說明問題與發現，以及透過媒體獲得第三方背書時，記者會就派上用場。成功的記者會從事前策略思考，到舉行，以及會後追蹤，每個步驟都要細心規劃。加上經驗與熟練的工作團隊，確保訊息有效傳達與溝通。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>3. 「時尚活動」策劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>時裝品牌、時尚相關產業舉辦與服裝及周邊相關的活動，或融入時尚元素之活動，都屬於「時尚活動策劃」。時尚活動走向體驗與互動，提供顧客或參加老「五感」的旅程，尤重質感與氛圍。企劃人員必須熟悉時尚元素，加上創意與細節掌握。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>4. 線上線下「消費者活動」策劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>消費者活動是「非常規」情形下的狀態，可以是啟發、慶祝、娛樂或挑戰性的消費者體驗。新的企劃與布局，不但可以滿足消費者的功能需求，還可以滿足其享樂需求，是宣傳與銷售產品、服務，與增進顧客關係的好方法。消費者活動型態多元，必須有效管理人事物，善於資源整合以及掌消費者心理與行為。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>5. 「策展」概念之活動策劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>好的展覽是可以觸動人心的對話，從概念、設計、計畫、製作、執行，這整個過程就是策展。當策展逐漸發展為「說故事」的形式，不少企業組織也嘗試透過活動的「說故事」形式來推廣其品牌或產品。策展概念之活動策劃需要專業的策展人、設計團隊與活動企劃人員，共同合作，方能兼顧實質內涵與商業或品牌推廣目的。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>6. 「快閃活動」策劃
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>「快閃店」是指短期、不定點的「限時概念商店」，是零售業創造新鮮和驚喜的手法，消費者喜歡在有意義或意想不到體驗的商店中進行消費。為宣傳快閃店，經常以記者會、開幕活動、貴賓酒會等配套活動創造話題，或以快閃活動吸引觀眾，得到口耳相傳及曝光的效益。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; margin-left: 24pt;’>
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>吳世家 CHIA WU
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>現任香港中文大學新聞與傳播學院企業傳播研究所副主任。曾擔任2016至2021年香港中文大學五屆「企業社會責任傳播與永續論壇」計畫主持人，2020、2021 臺北時裝週協同計畫主持人，2019 年台北時裝週「國際時尚高峰論壇」 計畫主持人。台灣香奈兒公司傳媒總經理、P&G 寶僑家品 SKII/MaxFactor 大中華區公共事務協理、臺灣克萊斯勒公司行銷暨公關總監等。
Microsoft JhengHei", sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(252, 252, 252); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>官網｜istylemarketing.com
【作者簡介】
Microsoft JhengHei", sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(243, 243, 243); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>吳世家 CHIA WU
Microsoft JhengHei", sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(243, 243, 243); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;’>現任香港中文大學新聞與傳播學院企業傳播研究所副主任。曾 擔任2016至2021年香港中文大學五屆「企業社會責任傳播與永續論壇」計畫主持人，2020、2021 臺北時裝週協同計畫主持人，2019 年台北時裝週「國際時尚高峰論壇」 計畫主持人。台灣香奈兒公司傳媒總經理、P&G 寶僑家品 SKII/MaxFactor 大中華區公共事務協理、臺灣克萊斯勒公司行銷暨公關總監等。
詳細資料
規格：普通級
出版地：台灣
檔案格式：影片 (MP4)
作者：吳世家
出版公司：城邦自慢塾
出版日期：2021/07/07
語言：中文
時長：3小時8分
課程內容:
001_系列一_活動企劃介紹（上）(21分08秒).mp4
002_系列一_活動企劃介紹（下）(28分07秒).mp4
003_系列二_記者會策劃(31分16秒).mp4
004_系列三_時尚活動策劃(29分29秒).mp4
005_系列四_消費者活動策劃(29分02秒).mp4
006_系列五_策展概念之活動策劃(26分37秒).mp4
007_系列六_快閃店活動企劃(20分37秒).mp4
008_品牌活動策劃step by step_課程介紹(01分53秒).mp4
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