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Research Report of Party Customizing Service in UESTC

Name:刘志伟，刘艺歌，

罗雅丹，李琦，唐诗琪

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List of content

1.Executive Summary ..................................................................................................................... 2

Introduction ....................................................................................................................................... 3

2.1Business Plan ....................................................................................................................... 3

2.2 Target Customers................................................................................................................. 4

2.3 Further Development .......................................................................................................... 4

2.4The Research ........................................................................................................................ 4

2.4.1 Objectives ................................................................................................................. 4

2.4.2Main Results ........................................................................... 错误！未定义书签。

3.Research Method............................................................................................................................ 5

3.1 The Reason for Choosing Questionnaire............................................................................. 5

3.2The Objectives ..................................................................................................................... 6 3.3Limitations of The Research ................................................................................................ 6

4.Results and Discussion................................................................................................................... 7

5.Conclusions .................................................................................................................................. 11

5.1............................................................................................................................................ 12

5.2............................................................................................................................................ 12

5.3............................................................................................................................................ 12

5.4............................................................................................................................................ 12

5.5............................................................................................................................................ 12

appendix .......................................................................................................................................... 12

List of charts

1. Figure 1 Purposes of people attending or holding parties

2. Figure 2 Preferred party services

3. Figure 3 People’s monthly living expenses

4. Figure 4 The money a male spent when dating his girlfriend last Valentine's

Day

5. Figure 5 The money people spent holding last birthday party

6. Figure 6 The money people spent attending department party or friends

party last time

7. Figure 7 Places males and females prefer to hold their birthday party

1.Executive Summary Gather-together (personalized party customizing Services

Ltd),was formed as a corporation in 2014 in ChengDu complying with the following trend of recent markets on Qing Shuihe campus of UESTC:

? With the increasing need of novel ways for celebration, the existing

entertainments cannot meet demands.

3 ? The development of personalized customizing services is still in its infancy,namely less competitive pressure the newly-emerging corporation will face. Outlining the operational plan and marketing strategies on a campus propaganda in October ,several investors expressed investment intent to this business.Over the past few months,the pointed objectives have been set to regulate and refine the operation process

2.Introduction

2.1Business Plan

The service of customizing party will be provided, including birthday party, academic party where there are some professors and students talk about some major problems, department party, confession party which is designed for showing love, and party for friends gathering together.

The service will be divided into two types: One is modular design, which is the blanket of general department party, birthday party, and etc in that, the process of these kinds of party always being similar. The other customized planning’s which meets the needs of different customers.

Moreover, the service has two operation directions. One is comprehensive design, the other is specialized. The former means the whole activity process, from early stage preparation such as scheme planning to later period such as photo editing, will be the business. The latter means only one or some parts belong to the business category, for example, seeking party site, decorating party place and taking photoset.

Customers should tell us the categories of the party, where they’d like to hold the party, about how many people will come to the party and what other service they need, then the plan of the party can be developed, contact venue, arrange the place for party, and provide some kinds of service of informing the guests on the customer’s request, such as informing by phone or SMS, send out invitation cards, or some other original ways. In the party, pictures can be taken for the customers and their guests, videotaping and multimedia projection is also feasible. Board and card games,

musical performance or acrobatic show to recreation can also be arranged during the party.

The target customers of the business are the undergraduates and postgraduate students in the Qing Shushes campus of University of Electronic Science and Technology of China. Most of the students have enough money to pay for a party once in a while and some of them may be too busy with studying to arrange a special party, besides, some students can be lazy or in the dark when they are going to hold a party, so the market must be in a strong need.

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2.2 Target Customers Considering three fatal factors,

the main target group has been the undergraduates and postgraduate students in the Qing Shuihe campus of UESTC.

2.2.1 Age Bracket According to the results some scientific researches reveal,

young people especially ranged 16-30 show more interests to hold or participate in a party, which means a large potential market demand hiding in universities.

2.2.2 Surrounding Facilities After statistical analysis,it is found that industrial park occupied far more space than entertainments did.Although Longhop era business district develops, entertainment services like movies watching or Karaoke it can offer are still limited and monotonous. Compared to current ascertainment supplies, Gather-together shows another diversified way for having fun.

2.2.3 Educational Backgrounds UESTC features the same as many other engineering college does,which reveal on sex ratio,students’ thinking model etc.They are willing to absorbing western culture though commonly, however,generally lack of the ability of organizing and planning in a romantic or innovative way at the same time, and our service can solve their problems well.

2.3 Further Development Online to Offline (O2O) service will be launched into market with the smooth running of cooperation. At the first beginning, only offline service is available, however, online market is full of potential.O2O marketing model can set connections between getting information online and consulting offline, moreover, customers can pay the fee either online or offline. However, risks always lay behind profit. Time should be spent to examine the feasibility of customizing party service. If the

company runs smoothly with considerable profits, the o2o service would come into market as soon as possible, which may, in some extent, attract more customers and expand market with more profitable.

2.4The Research

2.4.1 Objectives

The content of the questionnaire is designed for the six objectives:

5 1. Investigating the backgrounds of target customers;

2. Designing characteristics of the party;

3. Estimating preparation period;

4. Determining the pricing of the party;

5. Choosing long-term partners;

6. Exploring the possibility of O2O marketing model.

2.4.2Main Results 1. The main purposes of people attending or holding a party are to meet friends and

celebrate birthday;

2.When attending a party most of people want to experience party games;

3. Most of people choose to book a party one week in advance and want to get a party plan three to five days in advance; 4. 60% of people agree to invite sponsors to provide financial support during their party; 5. 69.7% of people feel it convenient to customize a party online or through an APP.

3. Research Method

3.1 The Reason for Choosing Questionnaire

As the research is oriented to the students of UESTC, and a lot of statistics is required for the analysis which can be utilized for designing and conducting of

projects. The questionnaire method is adopted with time and energy being considering. Here come 3 points why we choose questionnaire:

1. There are finance problems, however large number of samples is required .As a result, and questionnaire is relatively easy and economical.

2. Quantifiable answers are demanded for collecting the data.

3. Relatively easy for analyzing.

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3.2The Objectives

The content of the questionnaire is designed for the six objectives:

1. Investigating the backgrounds of target customers;

2. Designing characteristics of the party;

3. Estimating preparation period;

4. Determining the pricing of the party;

5. Choosing long-term partners;

6. Exploring the possibility of O2O marketing model.

The first objective is investigating the connections of following statistics and related background of people being researched, such as sex difference, which can be utilized as a method to make sure that what kind of people is potential customers and to know how to design typical projects for different customer group.

The second is according to data analysis to decide the types and contents of party The former is about which types of party are supposed to utilized modular design, because modular design tends to means huge customer basis; the latter refers to specialized planning (such as photograph, party place designing, etc) which is also available service apart from integrated design.

The third is to decide the preparing period according to how long customers usually reserve a party.

The fourth is to determine how to price a party, which is related to the

background data.

The fifth comes for choosing long-term partners. As the result of being a newcomer in the market, our company should make good use of the marketing resources, such as to advertise other company for some charges. What’s more, if hiring professional staff from other companies being refused, long-term cooperative relationships are required.

The last is to exploring the feasibility of online to office service, which will lead to the development of online service on the Internet, such as designing home-pages and app for phones.

This research is a self-administrated Internet questionnaire which is sent to the students in UESTC.165 questionnaires which are consist of 106 boys and 57 girls feedback have been received during three days from 10.17 to 10.19,as well as 4 invalids without sex.

3.3Limitations of the Research

After research, there are some limitations emerge:

1. Few data may be from other universities, as researching on the Internet.

2. Questionnaire provides only limited insight into problem in that limited

response allowed by questions and questions are asked in wrong ways, which is hard

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to know.

3. When grades being asked, the data can not be count easily, because one by one inspect is required, which lead to weak connection between grade and other data and absence of cross-over analysis.

4. The low ratio of girl in UESTC causes some questions designed for girls not reaching much amount, thus the results may not be accurate enough.

5. As a result of self-administered questionnaire on the Internet and without being controlled by interviewer,4 invalid samples have been received.

4.Results and Discussion

There is an 100% response rate to the questionnaire. The results can be divided as follows according to the setting of questionnaire objectives:

? To design characteristics of the party

From the question “What are the purposes you attend or hold a party for?”, the results show that the main purposes are to meet friends and celebrate birthday(as shown in Figure 1). What’s more, as can be seen in Figure 2, when attending a party most of people want to experience party games. Besides,about half of people prefer

holding their birthday party outdoors.

8. Figure 1 Purposes of people attending or holding parties

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9. Figure 2 Preferred party services

? To estimate preparation period

46.67% of people choose to book a party one week in advance, which account for the highest proportion. In addition, 40.49% of people want to get a party plan three to five days in advance, which also account for the highest proportion.

? To determine the pricing of the party

As shown in Figure 3, the results of question 3 indicates that most of people have monthly living expenses less than 2000RMB. It can be seen from the results in Figure 4 that most of males in UESTC have not done anything special for the Valentine's Day before, and among those who have ever dated on Valentine's Day, people spend less than 200RMB account for the highest proportion. As presented in Figure 5, most of people spend less than 500RMB on their last birthday party. Moreover, more than half of people spend about 50RMB when attending department party or friends party last

time(as revealed in Figure 6).

10. Figure 3 People’s monthly living expenses

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11. Figure 4 The money a male spent when dating his girlfriend last Valentine's

Day

12. Figure 5 The money people spent holding last birthday party

13. Figure 6 The money people spent attending department party or friends

party last time

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? To choose the long-term partners

In Figure 2, the results show that party special decorations, photographing,

gathering souvenirs, band performance and invitation cards are wanted by a majority of people(34.36%, 30.67%, 44.17%, 20.25% and 15.95% respectively). What’s more, 60% of people agree to invite sponsors to provide financial support during their party. ? To explore the possibility of O2O marketing model

69.7% of people feel it convenient to customize a party online or through an APP, while only 30.3% of people prefer customizing their party face to face.

Besides, taking into the backgrounds of target customers account, some

cross-analysis is conducted at the same time. Here are two significant results: a. Compared with males, females who want to hold a birthday party at a hotel

account for a smaller proportion.(Figure 7)

14. Figure 7 Places males and females prefer to hold their birthday party b. When asked desired service, most of the senior college students(75%) choose the

production of gathering souvenirs while students in other grades show a smaller preference.

Last but not least, the results of the open question “What are you dissatisfied with about the parties you have ever participated in?” show that people feel dissatisfied mainly due to the following two reasons: one is that parties are sometimes

monotonous and the atmosphere is not good; the other is that the food of parties is not delicious but expensive.

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5.Conclusions

1.Initially,from the question “What are the purposes you attend or hold a party for?”, as it is indicated in the Figure 1, meeting friends ,celebrating birthday and

inner-building are the general choices of those polled .Additionally ,the requirement of party games can be gained in the Figure 2. Above two , the design of the games is one of the key section to a certain extent.Games with entertaining which can enhance the cohesion and further their affection may become the subject rather than the friendship promoted forms between the male and female .

On the basis of the feedback of the open question ,we turn the food taste into a

considerable matter .Diverse flavor and customs of various peoples ought to be asked about and listed clearly before the celebration so that food can suit the tastes of participants for each .

2.According to the data displayed in the Figure 3~Figure 6 , here are some

conclusion can be drew .To begin with the average level of consumption in UESTC ,it holds normal level in general comparing with the other universities .Afterwards , to classify by type ,a major of informants spent less than 200 yuan on the last Valentine's Day besides those who never celebrate that festival as the Figure 4 reveals . Figure 5 shows that the birthday parties cost within 500 yuan for the most situation .In

addition , informants each pays 50 to 100 yuan for attending department party in the Figure 6 . As a consequence , no matter what types of the party , consumption per person may be kept within 100 yuan on the condition that not only good profit is guaranteed but charges are quiet reasonable .But in consideration of the particularity of the love party , there is a great amount of the originality demand so that it is hard to keep modeling and unification with other kinds of parties . As a result , concrete charges of a love party may up to various service item and creative activities and swings above and below somewhat .

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5.1

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5.3

5.4 5.5

appendix