Hong Kong 活動策劃全攻略（2026）：從 Event Execution 到 Engagement Design 的完整框架

在香港，活動策劃（Event Planning / 活動管理）從來唔只係一份 checklist 或者 logistics 工作，而係：

• 對外展示品牌

• 對內推動文化

• 對上建立管理層信任

• 對下提升員工投入度

但現實係，香港嘅活動市場節奏快、要求高、變化大，而 event planner 同 event management company hong kong 喺不同公司眼中嘅角色差異極大。

好多 HR / Admin / Marketing 同我講：

「Event company 交到 execution，但冇 engagement。」「Production 好靚，但同事冇反應。」「管理層話 OK，但活動後冇帶嚟文化變化。」

呢篇文章旨在成為 2026 年最完整嘅香港活動策劃指南，同時結合大型活動執行經驗 + Engagement 與行為設計（Behaviour Design）嘅 consultant 視角，帶你理解：

• 一個高效活動（High-performance event）點樣設計

• 點樣 balance production、flow、體驗與文化

• 點樣用心理觸點（Touchpoints）提升投入

• 點樣做到唔只係好睇，而係真係有 impact

• 點樣令活動成為文化與行為的推動器

Why Hong Kong Events Are Different：

香港活動市場的 Reality Check

香港嘅活動策劃（event planning）同外國有三大根本性唔同：

1. Fast-paced expectation（節奏快得驚人）

香港企業對 event company 嘅 expectation 係：

• 短時間

• 大交付

• 改動快

• 出圖快

• 預算精準

• Execution 要零失誤

Deadline ＝ lifeline。

2. Event = 結果，而唔係過程（香港客戶用腳投票）

香港市場非常結果導向：

• 你做到大型活動？ → Credibility

• 你做過 1,000–3,000 人？ → 信任度上升

• 你扯到 production？ → 交到貨

• 你流程快？反應快？ → 想同你合作

香港客戶唔係睇 proposal 漂不漂亮，係睇你交付過啲咩 result。

3. 企業活動的真正目的：唔止係「完成 event」，而係「推動行為」

香港 HR、Admin、Marketing 最常見的難題：

「活動做完，第二日返工所有嘢回到原點。」

其實活動嘅作用應該係：

• Reset 氣氛

• 建立文化訊號（Culture Signals）

• 影響同事之間嘅互動模式

• 令部門之間合作更順暢

• 提升心理安全感（Psychological Safety）

• 激活下一步行為（Behaviour Activation）

呢個正正係 S2B2C Model（Service → Behaviour → Culture） 所講：活動本身冇 impact，設計先有 impact。

活動策劃 6 大核心（Event Planning Essentials）

以下六步係所有香港企業活動（Corporate Events）都必須掌握的基本規劃框架。

1. Define Objectives（最容易被忽視，但最重要）

Most event failures start with unclear objectives.

香港太多活動係咁開始：

• 「上年咁做，今年再 upgrade 少少。」

• 「老細想氣氛好。」

• 「加啲燈，加啲 game。」

但正確嘅問法係：

What behaviour do we want to activate through this event?

例如：

• More cross-team collaboration

• Higher sense of belonging

• Improved leadership visibility

• Culture reinforcement

• Psychological safety cues

目的一清晰，所有 planning decisions 就會 align。

2. Audience Insight（理解參加者行為模式）

香港員工普遍：

• 工作壓力大

• 內向居多（尤其跨國企業）

• 對高壓 participation game 抗拒

• Prefer low-barrier engagement

• 喜歡 group-based participation（安全感高）

所以 event engagement 嘅設計要符合 SDT（Self-Determination Theory）：

✔ Autonomy（自主）

俾同事選擇「點樣參與」。

✔ Competence（勝任）

令同事覺得「自己係做得到」。

✔ Relatedness（連結）

令佢哋覺得「我屬於呢度」。

3. Venue & Logistics（香港場地的現實挑戰）

香港場地選擇有限，主要因素包括：

• 舞台 Load-bearing

• Ceiling height

• AV facilities

• Backstage 空間

• 分組工作坊空間

• 交通便利度

• F&B 質素

Venue 直接影響：

• Production feasibility

• Budget

• Run-down

• Staff experience

• Engagement flow

  
  

4. Program & Run-down Design（活動流程 × 行為設計）

香港活動最常見的問題：

• 太多 program

• Program 與文化無關

• 無情緒曲線

• 無 touchpoint

• 無 management visibility

真正的 high-performance event 必須包括：

✔ 情緒曲線（Emotional arc）

Peak–End Rule：你要設計一個「值得記住的高峰」。

✔ 互動節奏（Interaction rhythm）

唔係逼，而係引導。

✔ 認可（Recognition）

但要 story-based，不係讀名。

✔ Management signals

領導層講的話 ＝ 文化訊號。

5. Production & AV（大型活動公信力的基礎）

香港的現實係：

Clients trust what they see.

大型活動（large-scale event）展示：

• 你嘅 execution 能力

• 你嘅 event quality

• 你控制場面的能力

好多人誤會：

「做 engagement 就唔需要大型 production。」

相反，大型 production 可以：

• Amplify culture messages

• Create emotional impact

• Support behaviour activation

• Build credibility（尤其對 management）

ROSY SKY 的定位唔係忽略 production， 而係將大型 production 與 engagement design 結合。

呢個係市面上 event company 做唔到的位置。

6. Budgeting（香港特別重要）

香港公司預算通常：

• 固定

• 緊

• 要見 value

• 要見 ROI

所以 event planning 必須從：

• Touchpoints ROI

• Production ROI

• Engagement ROI

• Culture Loop ROI

去分配資源，而唔係一味堆效果。

Event Company vs Event Strategist（香港活動市場的分水嶺）

Event company deliver：

• 舞台

• AV

• Decoration

• Logistics

• Run-down

• Show control

Event strategist deliver：

• 行為設計（Behaviour Design）

• Engagement Touchpoints

• SDT 心理模型

• Culture signals

• Experience Design

• Post-event behaviour follow-up（Culture Loop）

• S2B2C Alignment

香港市場嘅 transformation 係：

以前：活動做得靚就夠

2026：活動要做得靚 + 有 engagement + 有文化 impact

而 ROSY SKY 就係 同時具備 production＋consulting 兩邊能力的 hybrid agency。

市面上 99% event house 唔做到呢件事。

五大 Event Touchpoints（Engagement Touchpoint Framework）

呢五個 touchpoint 決定活動投入度。

1. Before – Anticipation & Priming

設計心理預期（priming）、身份線索（identity cue）、參與動機。

2. Arrival – 第一印象 = 參與度

Check-in flow、welcome signal、safety cues。

3. Foyer – 低門檻互動（Low-barrier interactions）

快速成功（quick win）、shared experience、light activation。

4. Stage – Emotional Peak + Culture Messaging

領導層 visibility

Story-based recognition

Culture reinforcement

Behavioural signalling

5. Post-event – Culture Loop 再啟動

Highlight 行為而唔係 Highlight 表演設計下一個 touchpoint用 email / internal comms 加強文化訊號

心理學 × 行為科學：SDT、Safety、Behaviour Activation

活動最重要係：

唔係娛樂，而係行為。（supported by employee engagement research）。

行為激活需要心理條件：

✔ Autonomy（自主）

活動俾選擇，同事先肯參與。

✔ Competence（勝任）

令同事覺得「做到」先會投入。

✔ Relatedness（連結）

活動係社交體驗，不是表演欣賞。

✔ Psychological Safety（心理安全感）

無安全感 → 無互動。有安全感 → 願意參與、願意合作。

S2B2C：將活動變成文化影響力的模型

S2B2C = Service → Behaviour → Culture

活動（Service）→ 行為（Behaviour）→ 文化（Culture）

活動本身唔會改變人，但體驗會。

香港企業一直將活動當「執行工作」，但真正有 impact 的活動係：

文化策略的一部份。

Case Insights

保險行業：大型活動的文化力量

3,000+ 人的年度活動中，最大推動力唔係舞台效果，而係領導層講故事嘅文化訊號。

零售集團：Recognition 不再是頒獎，而是文化語言

當 recognition 改為「故事化」＋「同儕見證」，員工之間合作明顯上升。

科技企業：Foyer activation = 文化 X-Ray

部門之間互動的順暢度 → 反映企業文化健康度。

香港活動策劃下一步＝Engagement + Culture

2026 年開始，香港企業唔再只係要 “活動做得靚”，而係：

• 活動對文化有咩作用？

• 活動激活咗咩行為？

• 活動可唔可以令同事更願意合作？（employee experience framework）

• 活動是否提升咗心理安全感？

• 活動係咪真正帶動 engagement？

活動策劃嘅終極目標唔係流程，而係行為與文化。

想將你下一次的活動由「一晚」變成真正的文化推動？

了解 ROSY SKY 的 S2B2C Engagement Framework。

→ Internal Engagement Services

→ Case Study

→ Book Consultation

FAQ

1｜What is event planning in Hong Kong?

Event planning in Hong Kong refers to the end-to-end process of designing, managing, and executing corporate events — including venue sourcing, program flow, production, logistics, and stakeholder coordination — within a fast-paced, high-expectation business environment.

In recent years, Hong Kong event planning has evolved beyond execution, placing increasing emphasis on staff engagement, behavioural design, and cultural impact, especially for internal events.

2｜What does an event planner do in a corporate event?

An event planner is responsible for translating business objectives into a structured event experience. This includes defining objectives, managing vendors, designing run-down flow, coordinating production, and ensuring smooth execution.

For internal corporate events, a professional event planner also considers engagement touchpoints, psychological safety, and participant behaviour, rather than focusing only on stage effects or entertainment.

3｜What is the difference between an event company and an engagement agency?

An event company focuses on execution — stage, AV, decoration, logistics, and show flow.

An engagement agency, however, designs events as behavioural systems. Beyond execution, it focuses on how participants interact, how behaviours are activated, and how culture is reinforced through touchpoints before, during, and after the event.

High-impact staff engagement events often require both capabilities combined.

4｜How do internal events improve staff engagement?

Internal events improve staff engagement when they are intentionally designed to trigger behaviours such as participation, collaboration, recognition, and belonging.

Rather than relying on atmosphere alone, effective engagement events apply principles such as Self-Determination Theory (autonomy, competence, relatedness) and psychological safety, enabling employees to feel involved rather than observed.

5｜Why do many Annual Dinners fail to create real engagement?

Many Annual Dinners fail because they prioritise entertainment over experience design. While production quality may be high, engagement remains low when employees are passive audiences instead of active participants.

Without clear behavioural objectives, engagement touchpoints, and post-event reinforcement, an Annual Dinner often becomes a one-night celebration rather than a meaningful internal event.

6｜How much does corporate event management cost in Hong Kong?

The cost of corporate event management in Hong Kong varies depending on scale, venue, production complexity, and engagement design.

Typical corporate events range from HKD 600 to HKD 2,000 per person, with major cost drivers including venue rental, AV production, content design, and engagement elements. Events that integrate behavioural design often deliver higher long-term value without proportionally higher budgets.

7｜What makes a successful internal event in Hong Kong?

A successful internal event aligns execution with purpose. Key factors include:

• Clear behavioural objectives

• Well-designed engagement touchpoints

• Strong leadership visibility

• Psychological safety for participation

• Meaningful recognition

• Post-event culture reinforcement

When these elements work together, an internal event becomes a culture accelerator rather than a standalone activity.

8｜How do companies measure the success of staff engagement events?

Rather than measuring success by attendance or atmosphere alone, companies assess staff engagement events through behavioural indicators such as:

• Participation quality

• Cross-team interaction

• Recognition impact

• Sense of belonging

• Psychological safety signals

• Post-event behaviour changes

These metrics provide a more accurate reflection of engagement and cultural impact.

9｜Are large-scale events still relevant for engagement?

Yes. Large-scale events remain highly relevant, especially in Hong Kong, where scale signals credibility and organisational commitment.

When combined with intentional engagement design, large events can amplify cultural messages, strengthen leadership presence, and create emotional peak moments that smaller activities cannot achieve.

10｜What is S2B2C in event and engagement design?

S2B2C (Service → Behaviour → Culture) is a framework that views events as services designed to trigger behaviours, which in turn shape organisational culture.

Instead of treating events as isolated experiences, S2B2C positions internal events as entry points for long-term engagement and culture development.