EXR2006年品牌发展规划报告

《高尔夫度假》2009刊例GOLFVACATIONS2009MEDIAKITEnjoyGolf——《GOLFVACATIONS》关于《高尔夫度假》——高尔夫旅游类杂志中排名第一AboutGOLFVACATIONS《高尔夫度假》从诞生的那一刻即坚持为高尔夫旅行者提供最专业最丰富最实用的信息，把世界上最具诱惑力的旅行目的地、最伟大的球场和最出色的酒店一一推荐给挑剔的高尔夫人。2005年《高尔夫度假》创刊，成为中国第一本以高尔夫度假为题材，关注高尔夫人生活方式，引领高尔夫人生活潮流的高端杂志。Eversincethemomentitwasborn,GolfVacationsmadeittheirsolepurposeinprovidinghypercriticalgolferswiththemostprofessionalandpracticalinformation:recommendingthemostalluringdestinations,thegreatestcoursesandthebesthotels.AlongwiththerecentflourishingofGolfinChina,GolfVacationscameintobirth.GolfVacationsisquicklybecomingthefirsthigh-endmagazinesubjectedongolfvacations,focusingongolfers’attitudeandguidinggolfers'fashion.EnjoyGolf——《GOLFVACATIONS》为何选择《高尔夫度假》——兴趣点排名第一，阅读率排名第一WhyFocusonGOLFVACATIONS高尔夫平面媒体内容阅读率调查：–阅读率排在前列的依次是：世界上著名高尔夫胜地和最佳球场、人物故事、赛事、技术。–阅读率排序最低的是技术。高尔夫爱好者兴趣点调查：超过90%的高尔夫爱好者的最大兴趣点是“打遍世界上最好的球场”。EnjoyGolf——《GOLFVACATIONS》为何选择《高尔夫度假》——兴趣点排名第一，阅读率排名第一WhyFocusonGOLFVACATIONSGolfersinterestpoll:–TheBiggestinterestformorethan90%ofgolfersis“playingthebestcoursesintheworld”.Golfreadersinterestlistedbyscale:–Highest:World’smostfamousgolfcourses,golflegends,golftournamentsandtechniques.–Lowestinterestisgolftechniques.EnjoyGolf——《GOLFVACATIONS》主要栏目CoreContentSPECIALTOPIC：专题–贯穿全年的特别企划栏目，围绕一个主题，比如区域、某种类型的球场或度假村等等，全线展开讨论和推介，资讯丰富，体验独到，是高尔夫人争相收藏的度假指南。DESTINATIONFOCUS：度假地–以国际化的视野，围绕一个度假地给与深入报道，并给予行程安排和旅游线路推荐，具有信息量大，实用性强的特点。CHOICERESORTS：特别推荐度假村–以专业标准选取度假球场，对度假村设施和球场状况进行全面介绍，是读者获得度假球场第一手信息的重要版块之一。GOLFERPROFILE：高尔夫人–热爱高尔夫的社会名流，有故事的高尔夫人都是我们的目标，风趣的访问，古怪的爱好，是这个栏目的内容特点。SMARTTRAVEL：精明旅行–最新鲜实用的出行资讯，内容涵盖吃、住、行、购、娱等方方面面，是你制定出行计划时最贴心的参考。G.V.FOCUS：焦点–搜集世界前卫的高尔夫人所追求的物质生活和精神食粮，从衣食住行到文化历史，我们都试图挖掘最新鲜的资讯与读者共享。EnjoyGolf——《GOLFVACATIONS》主要栏目CoreContentSPECIALTOPIC：–Theall-year-throughspecialtopic,whichisfocusedononesubject,includingall-rounddiscussionandpopularizationaboutthegolfcoursesandgolfresorts.Abundantinformationandoriginalexperienceswillmaketheadditionalissueavaluablecollectionofvacationguidebooksforgolfers.DESTINATIONFOCUS：–Offersadeepreportofcourseswithinaregionthroughinternationalvision,withtriparrangementsandrouterecommendations,andfeaturingvarietyandpracticality.CHOICERESORTS：–Choosingresortsuptoprofessionalstandardsandofferingall-roundintroductiontofacilitiesandsituations,thusprovidingreaderswithfirst-handinformation.GOLFERPROFILE：–Weaimatcelebritieswholovegolfandgolferswithstories,featuringwittyinterviewsandeccentrichobbies.SMARTTRAVEL：–Offeringreadersthenewestandmostpracticaltravelinformation,includingshopping,entertainment,roomandboardetc..Andit’sthemostusefulinformationforyourtravelplanning.G.V.FOCUS：–Keepinguppacewiththeworldmostavant-gardegolfers’lifebothmateriallyandspiritually.Wewouldliketosharewithreadersthehottestresourcesoncuisine,fashion,hotelsandtouring,aswellascultureandhistory.EnjoyGolf——《GOLFVACATIONS》33.68%33.12%17.09%12.55%3.56%2,000,000元以上1,000,000-2,000,000元500,000-1,000,000元200,000-500,000元200,000元以下13%18%42%19%8%博士硕士大本大专其它88%12%男性女性读者分析ReaderProfile5%32.50%37.50%25%19-29岁30-39岁40-49岁50岁以上53%33%8%6%董事长/董事高层管理人士专业人士其它EnjoyGolf——《GOLFVACATIONS》5%32.50%37.50%25%19-2930-3940-49over5033.68%33.12%17.09%12.55%3.56%over2,000,0001,000,000-2,000,000500,000-1,000,000200,000-500,000under200,00013%18%42%19%8%doctormasterbachelorcollegeother53%33%8%6%chairman/directorhighlevelmanagementprofessionalother88%12%MaleFemale读者分析ReaderProfileEnjoyGolf——《GOLFVACATIONS》目标读者描述TargetReaderProfile高尔夫人群分析：–新增财富的创造者–优越优质生活的引领者–品牌敏感者–高端产品消费者目标读者表象描述:–30-45岁，男性–社会地位高，处于决策层，是公司、政府或者组织的领导者–社会阶层中平均教育水平，文化水平最高的人群目标读者的价值观和态度:–核心价值:追求主导地位–个人意识超强，更具有创新精神–好奇心强，具有主动学习性–信息国际化，享受各种新鲜奢侈品EnjoyGolf——《GOLFVACATIONS》目标读者描述TargetReaderProfileAnalysisoftheGolfers:–Creatorofadditionalwealth.–Leadingqualitylives.–Sensitivewithbrandchoices.–Qualitybrandsconsumers.DemographicCharacteristics:–30-45yearsold.–Morelikelytobemales.–Occupationlevelisthehighestgroupamongsociety-morelikelytobeCEOs,govt.organizationleaders,etc.–Educationlevelisthehighestgroupamongsociety.Values&Attitudes:–Corevalue:Pursuingleadershipinsociety.–Liketoberegardedasleaders.–Beingmorecreativethanothergroups.–Enjoyvariousluxuries.EnjoyGolf——《GOLFVACATIONS》发行渠道Distribution36%30%8%8%5%3%5%3%2%订阅36%高尔夫球场30%高尔夫练习场8%高尔夫专卖店8%高尔夫度假村客房摆放5%机场零售3%国际航班/机场VIP候机厅摆放5%星级酒店其它高档消费场所3%其它2%EnjoyGolf——《GOLFVACATIONS》发行渠道Distribution36%30%8%8%5%3%5%3%2%Subscription36%GolfCourses30%DrivingRanges8%GolfShops8%GolfVilla5%RetailinAirport3%DisplayinInternationalAirlines/AirportVIPWaitingRoom5%LuxuryHotels/ExpensiveEntertainmentPlaces3%Others2%EnjoyGolf——《GOLFVACATIONS》主要发行城市ChannelConstructionProvince(City)省（市）Circulation发行量Province(City)省（市）Circulation发行量Beijng北京42000Shenyang沈阳1600Shanghai上海32000Harbin哈尔滨2200Guangdong广东40000Chongqing重庆2400Hainan海南3800Wuhan武汉1000Suzhou苏州1000Wenzhou温州3000Hangzhou杭州2200Xi’an西安800Nanjing南京1000Chengdu成都3000Qingdao青岛3600Kunming昆明2800Jinan济南2000Tianjin天津2800Yantai烟台2000Xinjiang,Neimenggu新疆、内蒙古800Weihai威海2000HongKong,MacauandTaiwan港澳台2700Dalian大连1800Other其他1500Total总量158000EnjoyGolf——《GOLFVACATIONS》2009年标准报价StandardRatef