[精选]一汽大众上市试乘试驾活动整合营销方案69093.pptx

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1、一汽一汽-大众北区大众北区CCCC上市试乘试驾活动整合营销方案上市试乘试驾活动整合营销方案FAW-VW The North Region CC Listing Test Drive Integrated Marketing Program2010.07.242010.07.2424th July 201024th July 2010l 项目背景项目背景l 项目目标项目目标l 项目策略项目策略l 项目概述项目概述l 项目安排项目安排l 媒体计划媒体计划l 执行细节执行细节目目 录录 ContentsContentsProject backgroundProject purposeProject

2、strategyProject overviewProject arrangementMedia planningExecutive details项目背景项目背景 Project backgroundProject backgroundl7月15日在上海举行CC上市发布会，面向全国媒体和经销商传递产品亮点，以及价格信息。l各地经销商结合产品调性、利益点在各地举办CC上市活动，使全国各地媒体及消费者了解CC特点。July 15 CC listed in Shanghai,for the national media and dealers deliver product highlights

3、and price information.Dealers combined products characteristics,interest points organized cc listed activities around the country,so that the media and consumers can know about characteristics of CC.项目目的项目目的 PurposePurposel广泛传播CC上市信息，提升CC北区范围的知名度l定位CC为“优雅动感的高级轿车”，建立大众品牌旗舰车型形象l传播CC优雅动感的魅力设计，彰显CC与众不同的

4、产品气质l提升一汽-大众大众品牌整体形象l支持销售，加速完成北区销量目标Spread CC listed information,established a nationwide CC awareness Located CC as elegant and sporty sedan established VW brands flagship model Spread CC elegant dynamic design,highlight CC distinctive product qualities Enhance the FAW VW the overall brand image Su

5、pport the sales for the whole year sales targets 对于活动重要性的认识对于活动重要性的认识Awareness of the importance for activities 注：注：本次试乘试驾活动是CC北区上市的一次重要工作与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。Note:This test drive event is CC north region listings major work w

6、ith the media and regional VIP complete good communication,so that guests can be fully aware of the superiority and excellent quality of CC,in the media,issue the real positive reports about the CC,to achieve the useful guide to the industry,the public and consumers,to make full warm-work for CC lis

7、t.l 对于对于VIPVIP客户及媒体人员的选择客户及媒体人员的选择务必精准有效务必精准有效 For selecting the guests and media personnel-must be accurate and usefull 对于活动地点选择对于活动地点选择务必新鲜有特色务必新鲜有特色 For selecting activities venue must be to have fresh and distinctive l 对于参加活动嘉宾的接待对于参加活动嘉宾的接待务必周到有礼务必周到有礼 For the reception of guests must be though

8、tful and courteousl 对于试乘试驾活动安排对于试乘试驾活动安排务必体现务必体现CCCC优越性能优越性能 For arranging the test drive must fully expressing CC excellence performance l 对于试乘试驾路线安排对于试乘试驾路线安排务必体现务必体现CC的优雅动感的优雅动感 Arrangements for the test drive route-be sure to reflect CCs elegant dynamic l 对于试驾之后的报道跟踪对于试驾之后的报道跟踪务必紧密有节奏务必紧密有节奏 For

9、 the after test drive report must be close and orderlyCCCC试乘试驾的试乘试驾的“六个务必六个务必”CC test drives six must 项目策略来源项目策略来源 Strategy根据对根据对CCCC特质、目标人群及竞品的分析，推出本次活动的概念：特质、目标人群及竞品的分析，推出本次活动的概念：不是简单的试乘试驾，而是不是简单的试乘试驾，而是CCCC的全方位完美体验的全方位完美体验According to CCs characteristics,target customers and the introduction of c

10、ompeting products difference to develop this this event concept:CC360 all-round perfect experience项目策略项目策略 Strategy策略来自于策略来自于CCCC特质特质Strategy from the CC characteristics流线型轿跑车车身设计；无框车门；全景天窗；拉丝铝金属饰板；Streamlined coupe body designSmart,luxurious,elegant完美设计完美设计CC Appearance舒适驾乘舒适驾乘Differential configur

11、ation丹拿音响；运动舒适型座椅；多功能方向盘带换档拨片，特别降噪措拖。Frameless doors/panoramic sunroofLeisure,modern,rich taste 动力无限动力无限CCCC EngineEngine2.0TSI涡轮增压直喷发动机6速DSG双离合变速器，动力澎湃、速度激情。2.0TSI turbo direct injected engine/six-speed DSG dual-clutch gearbox Power surge,speed passion 创新科技创新科技CC interior and intelligent design自适应巡

12、航系统；预碰撞安全系统；车道保持系统；智能泊车辅助系统；后视影像系统。Intelligent Driver Assistance SystemsComfortable,luxurious,personalized注：紧密依托产品性能，设置新颖的试乘试驾方式，用全方位360的方法展现CC的特质与出众之处Note:Closely rely on product performance,set the novel test drive mode,with full 360-degree method of showing the characteristics and outstand of CC.

13、策略来自于策略来自于CCCC目标人群目标人群The CC strategy from target population富有活力富有活力Dynamic 开拓创新开拓创新Innovation 运动休闲运动休闲Sports&Leisure品位高雅品位高雅High-grade购车消费特点：购车消费特点：Auto consumption characteristics:l对车辆外观、品牌和品质有很高的要求 The appearance,brand and quality of the vehicle with high requirements l要求私人座驾既充满驾驭动感又不失优雅 Required

14、 the private car full of dynamic without losing the elegantl对品牌和个性有独特的理解 Understanding of brand and personality 充分考虑目标人群的感受，在试乘试驾中全方位360感受CC的优雅与卓越品质Fully consider the feelings of the target customers,in test drive feel the full 360-degree CCs elegant taste项目策略项目策略 Strategy策略来自于对竞争优势策略来自于对竞争优势Strateg

15、y from competitive productsCCCC的竞争优势的竞争优势外形设计融合了跑车的动感与豪华轿车的高雅，刚劲有力而不失华贵气质，显示出独有的气质；内饰设计低调奢华而不失清新雅致，鲜明呈现了跑车风格与豪华轿车的舒适；操控感与动力绝不逊于其造型给人带来的惊喜，绿色环保的特性体现车主的优雅品味；大量智能化、人性化设计的先进电子装备使CC成为名副其实的高级轿车。Breakdown characteristics of competing products,primarily face to the core of competitive products Reiz,Subori.S

16、trengthening CC streamline body,four-wheel drive,TSI+DSG,acceleration;emphasized dynamic,smooth,design;项目策略项目策略 Strategy策略阐述策略阐述 Strategy鉴鉴AppreciateAppreciate看看WatchWatch听听ListenListen品品TasteTaste体验体验CCCC超越同级超越同级别的驾驶乐趣别的驾驶乐趣立体化展示立体化展示CCCC产品性能产品性能打造打造CCCC超凡超凡独特的驾驭感受独特的驾驭感受多角度感受多角度感受CCCC优雅动感优雅动感360 T

17、o create a unique extraordinary driving sense of CCTo experience CC driving pleasure beyond the levelMulti-angle to feel CC elegant dynamic Three-dimensional Three-dimensional display of CC display of CC performanceperformance通过系列化的全方位体验：“一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。Through the

18、series of all-round experienced:“first watch,“second listen,“third taste,fourth appreciate These four processes of the perfect experience,to convey the meaning of elegant performance of CC cars.Clear,easy to understand.策略详解策略详解 Strategy explanationCC动感空间动感空间设置三维全息立体投影展示说明厅，突破常规的PPT培训讲解方式，采用三维全息投影技术，

19、通过360投影立体化展示CC产品性能，让嘉宾看得更过瘾，学得更趣味轻松。运用创新科技手段运用创新科技手段 彰显彰显CCCC独特魅力独特魅力Use Use innovative technology means to show unique charm of CCC dynamic space-set the CC-set dimensional holographic three-dimensional show room,breaking the conventional way of PPT training explanation,using three-dimensional holo

20、graphic projection technology,through the 360 three-dimensional projection so that guests can see more enjoyable,learn more interesting.看看WatchCC音悦世界音悦世界篷房内专设一间CC仿真驾驶内室，通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。C sweet world in the tent set a CC simulated driv

21、ing room,simulate the driving process sounds by audio technology;using three-dimensional projection technology,windows and the windscreen realized different scene changes,bring the ultimate luxury audio-visual impact for the guests;the same time using stepped CC simulated seats,so that customers can

22、 feel more comfortable.全新体验方式全新体验方式 领略领略CCCC豪华品质豪华品质New experienced to taste CC luxury quality策略详解策略详解 Strategy explanation听听Listen根据根据CCCC性能专设赛道性能专设赛道 打造高级豪华车的完美体验打造高级豪华车的完美体验CC完美体验完美体验针对邀约客户开展CC试乘试驾体验活动，结合CC车型性能特别设置赛道，让客户真正感受至上的驾驶乐趣，以及近乎完美的全方位体验。策略详解策略详解 Strategy explanationC perfect sense-for inv

23、iting customers to join test drive,combined with the CC car special performance to set track allow customers to truly feel the supreme driving pleasure,and the near-perfect all-round experienceAccording to CC performance track designed to create a perfect experience of luxury car 品品Taste沿海公路的真实体验沿海公

24、路的真实体验 见证非凡的驾驶乐趣见证非凡的驾驶乐趣选择沿海公路的试乘试驾路线，一路欢畅前行，在欣赏沿途美景的同时，更能真实感受CC的路面驾驭性能和优雅的驾乘体验。策略详解策略详解 Strategy explanationReal-life experience of coastal road Witness the extraordinary driving pleasureThe coastal highway test drive route with pleasure forward,while enjoying the beautiful scenery along to better

25、 manage the true feelings of CC road driving performance and elegant experience.鉴鉴Appreciate对于活动主题的理解对于活动主题的理解 Theme understandingsTheme understandingslCC，CC360CC360全方位完美体验全方位完美体验 C,CC360 all-round perfect experiencelCC优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐 C elegance:a kind of p

26、leasant enjoy on high quality life;a kind of mind chase on the quality life.l倾心绽放：倾心绽放：CCCC，为欣赏的人绽放，让懂得的人倾心，为欣赏的人绽放，让懂得的人倾心 Cordial bloom:CC,bloom for the enjoy people,cordial for the understanding people优雅优雅 倾心绽放倾心绽放 一汽一汽-大众北区大众北区CCCC上市完美体验活动上市完美体验活动 C elegance Cordial bloom FAW-VW North Region CC

27、Listing Perfect Experience Activity C北区北区CC上市试乘试驾活动执行部分上市试乘试驾活动执行部分North region CC listed test driveExecutive part项目概述项目概述 Overview时时 间：间：2010年8月13日（周五）地地 点：点：大连金石滩国宾海岸（主推）北京北京乐驾汽车体验基地（备选）主主 题：题：C优雅 倾心绽放 一汽-大众北区CC上市完美体验活动活动内容：活动内容：CC产品说明会&CC试乘试驾体验活动使用车辆：使用车辆：展示用车1台，试乘试驾用车 6-8台Date：13rd August 2010 F

28、ridayLocation:Dalian-Golden Pebble Beach Ambassador Beach(main recommended)Beijing-Beijing Happy Drive vehicle experience base(to be elected)Theme:C elegance Cordial bloom-FAW-VW North Region CC Listing Perfect Experience Activity Contents:Event content:CC product seminar&CC test drive experience ev

29、ent Vehicles:show vehicle:1,car test drive 6-8参与嘉宾：参与嘉宾：邀约VIP客户30人，媒体记者30人，共计60余人项目概述项目概述 Overview贵宾VIP记者记者JournalistParticipated guests:30 VIP customers,30 journalists,a total of more than 60 people 我们选择了浪漫之都大连作为本次完美体验活动的主推场地。大连金石滩国家旅游度假区三面环海，优雅舒适的环境与本次完美体验活动调性相符。大连大连金石滩国宾海岸金石滩国宾海岸 Dalian-Golden Pe

30、bble Beach Ambassador Coast 场地选择场地选择 Venue selection项目安排项目安排 ArrangementWe chose romantic city Dalian as our perfect experience venue.Dalian Golden Pebble Beach National Holiday Resort-surrounded by the sea,elegant and comfortable environment match this perfect experience event.金石滩发现王国金石滩发现王国停车场停车场推

31、荐理由：推荐理由：面积为5000平米，足够的场地空间可设置各种试驾科目，充分满足了对赛道的规划。线路：发现王国线路：发现王国滨海公路滨海公路海韵公园海韵公园根据沿海公路实际情况，设置了以上这条组合线路，感受CC优雅舒适的同时，还可饱览沿海美景。A A、场地试驾场地推荐、场地试驾场地推荐B B、公路试驾场地推荐、公路试驾场地推荐项目安排项目安排 ArrangementA.Venue recommendationB.Highway venue recommendationGolden Pebble Beach Discovery Kingdom-ParkingRecommended reason:

32、an area of 3000 square meters,enough space can be used to set up a various of test drive subjects,satisfy the planning on track.Route:Discovery Kingdom-Binhai Highway-Rhine ParkAccording to the actual situation of the coastal highway,set the above combined line,at the moment to feel the CC elegant a

33、nd comfortable also enjoying the coastal scenery.CC完美体验中的试乘试驾部分有两部分组成完美体验中的试乘试驾部分有两部分组成根据策略需要，我们创新设置试乘试驾路线及环节。项目安排项目安排 Project arrangementAccording to CC product innovative features to set the test drive routes and links so that guests experience the greatest extent of CC excellent performanceVenue

34、test drive:According to the performance characteristics of CC integrated design circuit,experience in various road CC driving experienceHighway test drive:According to the CC carrying TSI+DSG power combination to design racing circuit,to experience power performance and comfort,highlighting the CC u

35、nity of sedan and sport car driving pleasure公路试驾：公路试驾：突出CC轿跑合一的驾驶乐趣及优雅格调场地试驾场地试驾：体验CC于完美性能项目时间表项目时间表 Agenda20102010年年8 8月月1313日上下各一场日上下各一场 13th August 2010 once in AM,PM13th August 2010 once in AM,PM嘉宾签到分组：嘉宾签到分组：将30人分为A、B两组，每组15人时间时间 Time内容内容 Contents1313日日AMAM 09：0009：30嘉宾签到分组 Guests registration

36、and grouped 09：3009：45A组嘉宾听取CC性能讲解，B组嘉宾仿真体验CC性能Group A have the CC performance lecture,group B simulated experience CC performance 09：4510：00A、B组调换体验 A、B swop to experience 10：0010：05车舞表演 Auto dance show 10：0512：00试乘试驾 Test drive 12：0013：00午餐自助 Buffet lunch 1313日日PMPM 13：0013：30嘉宾签到分组 Guests registr

37、ation and grouped 13：3013：45A组嘉宾听取CC性能讲解，B组嘉宾仿真体验CC性能 Group A have the CC performance lecture,group B simulated experience CC performance 13：4514：00A、B组调换体验 AB swop to experience 14：0014：05车舞表演 Auto dance show 14：0516：00试乘试驾 Test drive 16：0017：30晚餐自助 Dinner 17：30返回酒店 Return to the hotelGuests regist

38、ration and grouped:divided 30 person in 2groups,15person for one group试乘试驾流程试乘试驾流程 Test drive processABAB用餐AB新车亮相车舞New auto show danceB公路试乘试驾Highway test driveA场地试乘试驾Venue test driveMealA看看WatchB听听Listen项目安排项目安排 ArrangementCC完美体验完美体验公路试驾公路试驾C perfect experience-Highway test driveC perfect experience

39、-Highway test drive 公路试驾路线安排：公路试驾路线安排：发现王国发现王国滨海公路滨海公路海韵公园海韵公园全长全长42公里，驾乘体验时间在公里，驾乘体验时间在30分钟左右分钟左右Highway test drive routing:Discovery Kingdom-Coastal Highway-Rhine ParkLength 42 km,driving experienced time for about 30 minutes试乘试驾说明：试乘试驾说明：Test drive introductionTest drive introduction按路书路线行进；Drive

40、 by road book;预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受;Estimated 15 people,one car for every three guests.test drive coach lead the team.Set three transfer points along the way allow each guest to drive,experience test drive under different road;4辆工作车，供现场工作人员活动调度等事宜所用;Four work truc

41、ks for field staff on matters such as the use of scheduling activities;1辆摄影摄像车，进行全程拍摄;A photographic camera car for the whole shoot;1辆救险车，活动全程安全保障;A recovery truck for the whole security activities;项目安排项目安排 ArrangementCC完美体验完美体验公路试驾（优雅之旅）公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour

42、)项目安排项目安排 ArrangementCC完美体验完美体验公路试驾（优雅之旅）公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour)公路试乘试驾的原则：公路试乘试驾的原则：安全中体验安全中体验CCCC的优雅的优雅公路试乘试驾安全讲解：公路试乘试驾安全讲解：专业教练员在副驾驶席全程负责安全监督，试驾人员听从专业教练员的指导；车辆起步前观察前方道路，确保场地内无任何车辆行人；为保证活动安全，后车在前车到达缓冲区后方能从起点出发；项目安排项目安排 Arrangement外景拍摄外景拍摄 Location shootingLo

43、cation shooting在沿途选取3处风景优美，适合外景拍摄的空阔场地，车队在指定换乘地点停靠（每次停靠时间为5分钟），嘉宾自行选择合适角度拍摄。To select three scenic route on the way,suitable for location shooting,the team stops at designated transfer locations(each stop for 5 minutes),guests can make their own camera angles.CC完美体验完美体验公路试驾（优雅之旅）公路试驾（优雅之旅）C perfect

44、experience Highway test drive(Elegant tour)C perfect experience Highway test drive(Elegant tour)媒体自驾游媒体自驾游 Media own driving tour 在下午针对媒体朋友的公路试乘试驾结束后，我们可以应媒体特殊要求安排自由试驾。媒体可以3人/车（按照试驾车号）的形式，在规定时间与规定区域内，于试车地周边进行自由试驾；可以根据媒体需求，安排专业车模（每车1人）随行拍摄.In the afternoon,after the media friends road test drive,we c

45、an arrange media a special own driving tour the next day.Media can be three persons/vehicles(in accordance with the test drive vehicle number)form,in specified time and area,around the test drive venue for test drive;According to media requirements,arrange professional car models(1 person per vehicl

46、e)for shootingCC完美体验完美体验公路试驾（优雅之旅）公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour)C perfect experience Highway test drive(Elegant tour)项目安排项目安排 ArrangementCC完美体验完美体验公路试驾：公路试驾：激情转弯：激情转弯：驾驶体验连续弯道以及发卡弯带来的漂移与激情，展示CC强大的操控力直线加速：直线加速：体验CC的TSI+DSG释放的强劲动力注：注：试乘试驾过程中，嘉宾可以打开自动无框车窗和全景天窗，聆听丹拿音箱的震撼

47、效果，感受沿路风景，展示人、车相融的惬意生活。项目安排项目安排 ArrangementC perfect experience Highway test drive:Estimated 15 people,three guests in one car.ADE coach by the team leader.Set three transfer points along the way so that each guest can be rotated to drive to experience different road conditions.City shuttle:Set urba

48、n road conditions/into the city,cars and the cities integrated.Start and stop brake in urban traffic,overall perform CC strong power output and powerful braking systemLinear acceleration:Experience CC TSI+DSG strong momentum releaseNote:During the test drive process,guests can open automatically fra

49、meless windows and panoramic sunroof,listen to the Tanner speakersshock effect,feeling along the landscape,people enjoy vehicles comfortable conditionsBack up推荐酒店：推荐酒店：大连金石国际会议中心大连金石国际会议中心Recommended Hotel:Dalian Golden Pebble International Convention Center推荐理由：推荐理由：l大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛，毗

50、邻金石高尔夫球场和游艇俱乐部，距离试驾场地较近l每间客房经过精心设计及布置，房间内视野开阔，大海、群山及高尔夫球场可一览无遗，与本次活动的调性契合。场地选择场地选择 Venue selection项目安排项目安排 ArrangementRecommended reason:lGolden Pebble International Conference Centre is located in Dalian Golden Pebble Beach national tourist resort on the western peninsula,adjacent to Golden Pebble