巡展試車活動經(jīng)銷商執(zhí)行規(guī)范2課件

ThestandardofBoraItinerantexhibition,testdriveactivitiesdistributorcarriesout

October,20021ThestandardofBoraItinerantContents：1.Thesurvey2.Standardsofdistributorshowsinfrontofthepublic3.Thestandardsofdistributortestdrive4.Thepropagateandcooperatefortheactivities5.Follow-upworkofactivities2Contents：1.Thesurvey2Page1：SurveyObjective：1.SetsupfixedconnectionswithpotentialconsumersandmakethemhavevividunderstandingandrecognizingofBora’sfeaturestohaveidentification.2.Throughpromotingthereputationdegreeinconsumer'smindtoreachthefunctionwhichpromotesthesalesvolume.3.StrengthenBora’scompetitivenessintheautomobilemarket,increasingthepopularizinginthearea,todevelopeveryareaandthedistributor'smaximumstrength4.Regulateeachdistributor’swayandcontentsinthesalesprocessandsetuptheimagedistinguishsysteminconsumers’mind.ThreeprocessesofactivitythefirstcityasexampleThestageofpreheatingtheadvertisingofnewspaper,networkandradiostationShowsandtestdriveactivityMiddleandlaterpropagatestageReporters’follow-upstoriesToadvanceamonthTodecidethespecifictimethroughtheactivity

Thesoftdocumentispropagandized,thefollow-upstoriesAfteramonthofactivityend3Page1：SurveyObjective：ThestaPage2：contentsofmajoractivityPublicshow:Choosing1-2local,highgrademarketswithnumerouspeople,putting2-5Boraautomobilesindifferentcolors.Thedistributorexplainsonbehalfofthescene,introducetheproductinformationandactivityarrangement.WorktimetableFistandsecondweekActivityplanThirdandforthweekpreparationofactivityFifthweekactivitycarryoutSixthweekconclusionofactivityThedistributorsprovideplanofactivity,describethedetailsofactivityonpaperthenSendittoareaandmarketingdepartment.2.Begintohandletheworkaftermarketingdepartment’simprovement.3.Sendtherelativeinformationofdataandmaterialquantitytomarketingdepartment1.connecttheplace,identifytheshowplaceortheRouteoftestdriveandthedestination2.Identifytheworker,andrelativepreparework3.IdentifythefinaldesignplanofthesceneandmakeRelativegoods.1.relativematerialreach2.Decoratetheplaceofactivity3.theactivitytakeplace1.Collectthereportsfrommedia2.Advertiseonnewspaper3.sendthedataandconclusionofactivitytomarketingDepartment.Distributor'sexhibitionroomshowsandtestdrive:Throughshowingscene,registeroninternet,distributorexhibitionroomcollecttheconsumerlistwhohopeforthattestdrive,andscreenthelist,invitethepotentialconsumertogotodistributor'sexhibitionroom,takepartintheactivityoftestdrive.4Page2：contentsofmajoractiviPage3：Thestandardofdistributor’spublicshowtheflowchartofdistributortopreparethepublicshowLaydowntheplanChoosethetimeandplacedesignChooseorcooperatewithsupplierPreparationofdataDecoratethesceneCarryouttheshow5Page3：ThestandardofdistribPage4：firststep:laydowntheplan1.Selectthesuitabletimetomaketheactivityintofullplay.Suchas:weekends2.Detailarrangementsofactivity3.Theaspectsthatneedfaw-volkswagen’scooperation.Suchasrelativedesign,materials4.Theworkerslistofactivity5.Thematerialsofactivity6.Thewaytodealwithcrisis.Suchasrainoutside,toomanyortoolessvisitors7.Timetableofactivitycarryout8.BudgetofactivityTheabove-mentionedcontentformsthewrittencharacters,sendtotheareaandmarketdepartmenttoexamineandapprove.Beginthepreparationaftertheschemeisdefined.6Page4：firststep:laydownth6：secondstep：choosetimeandplaceHigh-classbar：begininweekends’dusk,themajorconsumerarewhiteneckbandHigh-classbuilding:MondaytoFriday’sgetoffdutytime,toattractwhiteneckbandwhohaveseveralbuyingabilityLargecompany：MondaytoFriday’sgetoffdutyandlunchtime,canconcurrentshowandtestdriveApartment：holidayandweekend,choosethematureapartmentthathavebuyingabilityMarket：holidayandweekend,cooperateseveraldistributorsshowtheproducts,choosethemarketthatmorepeoplewillcomeandhavebuyingabilityDriveschool:tooseefromdifferentsituation,chooseweekendandschoolthathaveclearconsumer.Decisionbasedon:1、measurementoflocationeachcarneed60cmcalculating,accordingtoshowingconcretequantitychoosetheplace2、streamofpeople：Theconsumptioncolonyofthemarketbelongstomedium-to-highgrandly,thestreamofpeopleiscentralized3、Others:whetherVehicles’coningandleavingareconvenient,havestepshowvehicleturnonuppermarketsbyinfluence4、Tobookplace:Consideringeachfactorofselectingthemarket,definitelyassoonaspossible.Further,tocontactwiththemarkettoconsultanddiscussnextstepdecoration.5、Becausetheplacerespectisscheduledintheplacetoberelativelytenseonweekendandfestivalsorholidays,needtobeadvanced1monthtoconnectwithmarket,somegoodplaceofgeographicalpositionneedtobookin2monthsaheadoftime.Suchas:Shanghaiganghuisquare“experiencesBora,withenjoyment”2002nationalitinerantexhibitionstakeatestdriveactivityexamplePublicshow:Choosethenumerousmarketsofalocalstreamofpeople,isdonethescenetoshowbythelocaldistributor,Promoteandsell.Shanghai；ParisspringBeijing:yanshasquareGuangzhou：tianhechengsquareChengdu:yitengyanghuatang76：secondstep：chooseti8：Thirdstep:DesignThebackgroundboardofthetheme:Succinct,atmosphere,stresstheactivitytheme.Thepictureshoulddependonupwards,theunderparttokeepwhite(considertheresultwatchedintheopenair);activitythemesighouratbackgroundboard,uselargerstyleofcalligraphy.Theexhibitionboardofproductintroduction:tocontinueBora’spassthroughandthisactivity’stheme,usetheunifieddesignelement.Thesizeandscalerequirebeingsmallerthanthebackgroundboardofthetheme,keepthestrikingpositionofthebackgroundboardofthemes.Propagatethesinglepage:tocontinuetheBora’andactivity’sunifieddesignstyleofanddesignelements.Includethecontentandactivityinformationofproductintroductionandintroducecontent.Employee'scard:Includetheunifiedelementoftheactivity,relyBora’sstandardcolor,blueandwhite.remarks：1、DesignconceptcanconsultVIhandbook,ensureLOGOputintocorrectposition.2、sendthedesignpapertomarketdepartment,toensureitconformtoBora’smarketpositionandstyleofproduct.resultpictureofdecorateatthescene:1、Aftertheplaceisdefined,accordingtoplace,thevehiclethatisneedtoshow,propagandaarticleaccordingtocertainproportionsignontheplanefigure.2、Determinebackgroundsizethatproducesactuallythatproduceneededaccordingtothesizesofscene.3、contactwithmarketsidetoidentifyotherworkthatshowactivityneed.Suchasthesupplyofelectricandwater.4、relativeproceduresthatshowactivityneed88：Thirdstep:DesignThe10：Forthstep:chooseorcooperatewithsuppliers1、ManufacturesupplierFunction：Backgroundboard,theexhibitionboard,thedesignandmanufactureofYILABAO.Theleaseofsound,light,deskchair,etc.Decisionbasedon:TodeterminebaseondistributorsactivitybeforeHavedonesimilaractivity,distributedotherfamousbrands’activityThroughnegotiatewithsuppliers,todeterminebyoppositeside’sprofessionalspirit.Intheprocessofactivity,tocontactwith2—3suppliersinthesametime,throughcomparisonstounderstandeachsuppliersability,cancomparetheirprice.IdentifythesupplierAfterseveraltimes’communication,identifythesupplierthatbothprofessionalabilityandpricearesuitable.Listtheworkandaccomplishtimethatsuppliersshouldcooperate,andthenconnectionwiththemclearly.Intheprocessofactivitypreparationshouldchecksupplier’sworkcontinuouslysoastoensurethepreparationworkfluently.Makesupplier'sdetailofworking910：Forthstep:chooseor2、personnelsupplierfunction：provedhost,model,dancetoactivesceneSelectbasedon:host：abilitytospeak,reactalert,dignifiedandingoodappearance.evaluatethelevelandenoughexperiencesofhostthroughon-the-spothostofperformingartclustersofwords.Modelandetiquette：Heighthigh,andappearancesuperiormakings

Throughwalkplatform,stand,positionofsittingtojudgetheirstageshowabilityfindingoutthetrainingandqualityofthemodelwiththeface-to-facecommunicationsThestandardofthemodelshouldcomparativelyhigherthanthestandardoftheetiquette.dance：fierceorgraceful,needtodefinitelyaccordingtothethemeoftheactivity.

Accordingtotheneedsofactivity,throughtheon-the-spotdemonstration,dancingintacitdancingposture,expression,team-worktojudgetheperformancequality.Photograph,makeavideorecording:Function：totakedowntheprocessofactivityRequirement：tellthekeypointtophotographers.letthempayingspecialattentiontothemajortimeandperson.Otherpeople：Registerstaffmember,automobilecosmetologypersonnel.Part-timejobstudent,thelooksisdignified,seriousandcareful.Distributor'srepresentativeofsales&marketingIntroducetheknowledgeofautomobileandproducts’informationRequirement：familiarwithproducts,havesomesalesskillandhavepassiononwork.10：forthstep：chooseorcooperatewithsupplier（page10’1）102、personnelsupplier10：Otherrequirement1、cloth：Personnel'sclothingofdancingneedstoaccordwiththebaseoftheactivityandmediatingthelocalizationofBoraTheclothingofmodeleitherdesigneitherprovidefrommodelcompanyneedtobecheckedinadvancebycompany,confirmthecolorandqualityTheEtiquettes’clothingshouldbethesame.2、trainingInfrontoftheactivity,model,etiquetteandotherstaffmembersshouldbetrainedandrelevantproductsknowledgeandactivityinformation3、otherdetailsShoes,silksocks,hairdoofthemodel,etiquetteneedunifiedregulation,arrangement10：forthstep：chooseandcooperatewithsuppliers（page10’2）11Otherrequirement1、cloth：PagePage11：Fifthstep:Thedata-preparingofthecharacters

1、hosts’bunchofwordsFasteningtheflowofdrawingtogetherthewholeactivity,vividimage2、thedictionofetiquette,staffmemberWhenmeetconsumer,unifiedintroductioncontent.3、RegisterformsatthesceneAccordingtotheactivityrequest,maketheformofregistering,useon-the-spot,collectconsumer'sinformation.12Page11：Fifthstep:Thedata-pr報名表格13報名表格13Page12：sixthstep:publicshowanddecorationinsceneStyle：Succinctatmosphere,random,fullofenjoyment.Content：accordingtotheplace,4-7carsarerelativelygood;Thedistributorintroducestheproducts.Decorate：theimageandthesignoffaw-wolkswagen,usetheunifiedshowtool,backboard,etc..Material：Theproducts,distributor'sinformationmaterial,theimagematerialsoftheproducts,gift,etcClothing：Performer'sclothingsuitable,recreation;thedistributor,thecompanystaffputonunifiestheuniform.Languagerequirement：Relax,forbidusingtheintroductionoftypeofsetpattern;Payattentiontothecourtesy,can'tbuyorsellundercoercion.－－Begantoarrangeexhibitsatnoonbeforethatdayoftheactivity,putallgoodsandmaterialneedingassigninginthesceneatthesceneaccordingtotheplanefiguredesigned.Getintouchwithsecuritypersonneloftheplaceorarrangeforpersonneltokeepwatchatnight,guaranteethattheon-the-spotgoodsandmaterialaresafe.14Page12：sixthstep:publicshow14：seventhstep：carryoutthepublicshow（page13）A、TheBoraisshown:Scenepark4-7vehiclesofBora(proposeusingthecarsofdifferentcolors),supportconsumerstovisitB、TheBora’materialsslice,advertisingfilmarebroadcast:LetconsumerunderstandBora’srelevantoutfit,establishbrandimageofBoraC、Thestaffmemberintroduces,explain:On-the-spotdistributor'sperformance,dispositioncomingindetailedintroduction,explanationthefeaturesofBoratotheconsumer.D、Sellthecar,registertestdriveatthescene:consumercanpaythedepositatthesceneandinviteconsumerstotakepartinthetestdriveactivityE、Distributeleaflets:Distributeleafletstotheconsumer,letitsunderstandingBoradetailed－－staffadvancetwohourtoreachtothescenewhileoutsideengagedstaffadvanceanhour.Topreparethebeginningofactivity.WorksonthepublicshowAttention：Whilearrangingexhibits,thereshouldrelevantpersonnelthatshowupandguideandchecktheresultofassigninginthearea.Alldecorationshouldbefinishedatthefirstdayofactivity。Beforeshowing,vehiclesneedtobuytheinsurance,fullyunexpectedtohappen.Theon-the-spotstaffmemberneedstoputonunifyclothing,inordertosetupthefaw-volkswagen’swholebrandimage.1514：seventhstep：carry14：seventhstep:carryoutthepublicshow（page14）ShowthedividedworkofbasispersonnelpubliclyListofarticlesofpublicshow1614：seventhstep:carryPage15：standardofdistributor’stestdrivetheflowchartthatpreparetestdriveLaydowntheplanLocationselectiondesignChooseorcooperatewithsuppliersPreparationofcharactersChoosepersonneltohaveatestCarryouttestdirveActivitycontent(“experienceBorawithenjoyment”asexample）：a、3-4groupofpeoples,eachabatchof20canbeaspotentialconsumerswork.2workcarsand1middlebusb、Exhibitionroomactivity:Thehostintroducestheactivity,theleadermakesspeech,watchtheshortfilm.c、ceremonyofdispatchingacar:Dispatchacarintheplatformonbyaccompanydriver,consumerwhotestdrivesetoutbycar.Thestaffmemberwavestheflagtodispatchesacar.d、Trydrivingontheway:ThehappytourofBora:EachBorataketwoconsumers,driveinturn.Appreciatethebeautifulsceneryontheway,experiencethedrivingenjoymentbyBorae、Thelittlerestofdestination:Centralizedinthedestination,appreciatethescenery,haveacupoftea.f、Meetingthepersonwhogoesonatour:Returntotheoriginalway,preparethetourofthenextgroupofconsumers'enjoymentg、Pointsforattention:PersonnelneedtoleavethecopyofdrivinglicenseandIDcardtotestdrive,inordertoguaranteethattheactivityissafe.Eachonethattestdriveneedtosignthesafeagreement,thespeedisrestricted.Activityappearunexpectedbycourse,vehicleneedparkscenetoinformtherelevantdepartmentthatsettlesaclaimtoinsurancecompany.17Page15：standardofdistributoPage16：firststep：programproposal1、detailsoftestdrive:assemblyplace,startplace,destination2、decorationplansuchaslaunchstage,exhibitionroomandbackboard3、listofitemsneedfaw-volkswagensupportsuchasrelevantdesign,articles4、eventstafflist5、eventarticleslist6、wayofdealwithcirsissuchastheaccidenteventofcarandthecarblockedbypolicemen.7、eventschedule8、budgetTheabove-mentionedcontentformsthewrittencharacterssendtotheareaandmarketdepartmenttoexamineandapprove.BeginthepreparationaftertheschemeisdefinedSecondstep:locationselectionSecondstep:locationselectionFirststep:programproposal18Page16：firststep：programpro18：Thirdstep:designThebackboardofthetheme:Succinct,atmosphere,stresstheactivitytheme.Thepictureshoulddependonupwards,theunderparttokeepwhite(considertheresultwatchedintheopenair);activitythemesighouratbackgroundboard,uselargerstyleofcalligraphy.Launchstageandbackdecoration:10meter*4meter,high20cmplatform.bothsidestoappearonthestageandleaveofficeslope,toadoptbluesurface,sticktheLOGOonthefaw-volksvagenandBora’scar.BackgroundadoptTRUSSfinishmakingupdoortype,respectivelynearly3meterwideand1metershigh,thetopisnearly1meterhighand3meterlong.gushoutandpaintonsplittingopen,Putanddispatchingacarintheplatformandappearingonthestageonbothsidesoftheslope.Invitationcard:continuetheBora’sunifieddesignstyleoftheactivityanddesignelements.Employee'scard,cardoftestdrive,journalistcard:Includetheunifiedelementoftheactivity,relymainlyonblueandwhite.sceneresultpictureoftestdriveandtestdriveroute1、Aftertheplaceisdefined,accordingtoplace,thevehiclethatisneedtoshow,propagandaarticleaccordingtocertainproportionsignontheplanefigure.2、Inthecertainproportion,paintouttheroutefromstartplacetodestination.Andmarktheturn,forkintheroadout,makecorrespondingsign,puttosignsorpersonnelinthisplaceintheactivityday.3、Determinethesizethatmakesactuallyofdispatchingacarintheplatform,backboardaccordingtothesizeofthescene4、contactwithmarketsidetoidentifyotherworkthatshowactivityneed.Suchasthesupplyofelectricandwater.5、relativeproceduresthatshowactivityneed1918：Thirdstep:designT21：forthstep:choosesupplier（page19）1、productionsupplierfunction：launchstage,backboard,designandproductionofYILABAO,acousticsandlighting.Decisionbasedon:TodeterminebaseondistributorsactivitybeforeHavedonesimilaractivity,distributedotherfamousbrands’activityThroughnegotiatewithsuppliers,todeterminebyoppositeside’sprofessionalspirit.Intheprocessofactivity,tocontactwith2—3suppliersinthesametime,throughcomparisonstounderstandeachsuppliersability,cancomparetheirprice.IdentifythesupplierAfterseveraltimes’communication,identifythesupplierthatbothprofessionalabilityandpricearesuitable.Listtheworkandaccomplishtimethatsuppliersshouldcooperate,andthenconnectionwiththemclearly.Intheprocessofactivitypreparationshouldchecksupplier’sworkcontinuouslysoastoensurethepreparationworkfluently.Makesupplier'sdetailofworking2021：forthstep:choose2、活動人員（根據(jù)實際情況決定是否需要以下人員）功能：提供主持人、模特、禮儀、舞蹈等活動現(xiàn)場所需的人員。選擇標(biāo)準(zhǔn)主持人：口齒伶俐，反應(yīng)機(jī)敏，外形端莊大方。通過現(xiàn)場演藝主持人串詞來評定主持人的水平和經(jīng)驗是否足夠。模特、禮儀：身量高挑、氣質(zhì)和容貌屬上乘。通過模特（禮儀）的走臺、站姿、坐姿來判斷其舞臺表現(xiàn)能力。通過與模特（禮儀）的面對面的溝通了解模特的修養(yǎng)和素質(zhì)。模特的標(biāo)準(zhǔn)相對而言要高于禮儀的標(biāo)準(zhǔn)。舞蹈：或激烈、或優(yōu)雅，需要根據(jù)活動的主題來定。根據(jù)活動需要，通過現(xiàn)場表演，在舞姿、表情、集體配合的默契等方面判定舞蹈的好與壞。21：第四步：供應(yīng)商選擇（page20）攝影、攝像：功能：記錄活動的過程要求：將活動的重點、亮點告訴攝影攝像，讓其在拍攝時特別注意重點的時刻和人物。其他人員：登記試車人員資料、汽車美容人員兼職學(xué)生即可，品貌端莊，認(rèn)真仔細(xì)。經(jīng)銷商陪駕人員：現(xiàn)場介紹汽車知識、產(chǎn)品信息，在附駕駛上控制試車者的速度，確保駕駛的安全。要求：熟悉產(chǎn)品知識，掌握一定的銷售技巧，擁有工作熱情。人員培訓(xùn)活動過程中，工作人員的執(zhí)行能力將直接影響到活動的順利與質(zhì)量。主持人培訓(xùn)：主持人是整個活動流程控制的關(guān)鍵，在選擇主持人時，注重其經(jīng)驗、表達(dá)、應(yīng)變能力，培訓(xùn)其關(guān)于產(chǎn)品的信息和活動的安排，讓其熟悉主持人串詞。禮儀培訓(xùn)：禮儀的選擇強(qiáng)調(diào)其儀態(tài)、容貌和語言的表達(dá)，培訓(xùn)時簡單介紹活動信息和活動內(nèi)容、引導(dǎo)來賓。其他工作人員培訓(xùn)陪駕人員：活動流程安排、試車路途注意事項，安全、路線的培訓(xùn)。簽到人員：產(chǎn)品信息、活動信息，簽到的流程，注意事項。其他人員：根據(jù)各個部分的工作進(jìn)行不同的培訓(xùn)。*本頁配幾張“體驗寶來樂趣隨行”全國巡展試車活動試車現(xiàn)場工作人員的照片212、活動人員（根據(jù)實際情況決定是否需要以下人員）Page13、其他供應(yīng)商寶來車牌：1、使用塑鋁板，根據(jù)寶來具體的尺寸，刻上標(biāo)準(zhǔn)的寶來LOGO，前面放置中文，后面放置英文。用海綿膠粘在車牌位置上。2、選擇的是小型的刻字、噴繪供應(yīng)商，亦可讓背景板制作商統(tǒng)一制作。車身裝飾：1、采用即時貼材料，為確保豐富的立體效果，可分層制作。在貼上車身兩側(cè)或車頭上時，注意保護(hù)車身漆，在車門處劃開，以便開關(guān)門。2、小型刻字供應(yīng)商，可讓背景板制作商統(tǒng)一制作。印刷供應(yīng)商：在作好完稿、菲林的工作后，印刷的周期大約需要5天，所以需要留足充裕的時間，以免發(fā)生錯誤。服裝制作商：1、活動中需要采用統(tǒng)一的服裝，預(yù)先聯(lián)系制作，制作周期預(yù)留2周。在制作前需確認(rèn)服裝樣式、需印制的LOGO樣板和活動主題等。21：第四步：供應(yīng)商選擇（page21）其他要求1、服裝：舞蹈人員服裝需要符合活動的基調(diào)和寶來的定位。模特服裝或重新設(shè)計或讓模特公司提供，均需要事先過目，確認(rèn)顏色和質(zhì)地。禮儀服裝需統(tǒng)一。2、培訓(xùn)活動前，需針對模特和禮儀及其他工作人員進(jìn)行培訓(xùn)相關(guān)的寶來產(chǎn)品知識的活動信息。3、其他細(xì)節(jié)模特、禮儀的鞋、絲襪、發(fā)型等均需要有統(tǒng)一的規(guī)定、安排。223、其他供應(yīng)商寶來車牌：21：第四步：供應(yīng)商第五步：文字資料準(zhǔn)備1、主持人串詞攬括整個活動的流程，生動形象。2、禮儀、工作人員說辭面對消費(fèi)者時，統(tǒng)一的介紹內(nèi)容。3、新聞稿抓住新聞點，突出活動的主題，能引起記者的興趣。4、安全協(xié)議供試車者填寫，確保活動的安全，規(guī)定時速和其他交通安全需注意的事項。5、領(lǐng)導(dǎo)人發(fā)言稿突出活動主題，符合領(lǐng)導(dǎo)的身份和地位。Page22：第五步：文字資料準(zhǔn)備第六步：選擇試車人員第六步：選擇試車人員動作一，甄別試車者。甄別條件：未來一年內(nèi)欲購車，購車預(yù)算在15-30萬左右的，以及本市汽車記者和相關(guān)白領(lǐng)雜志記者。有私家車，駕齡兩年以上。動作二，邀約。通過EMAIL和電話邀約，注意根據(jù)活動安排通知試車者分批抵達(dá)，并提前一周郵寄邀請函，注明時間、集中地點以及熱線電話。動作三，接試車者。集中地：交通便利的場所作為市區(qū)集中點。服務(wù)人員：大巴分批接試車者到試車地點。23第五步：文字資料準(zhǔn)備1、主持人串詞Page22：第五步：文A、接送試車人員：通知試車者、記者在市中心某處集中，統(tǒng)一前往經(jīng)銷商展廳。集中地工作人員負(fù)責(zé)在事先準(zhǔn)備好的試車人員名單上登記實際抵達(dá)人員，并及時通知發(fā)車地的負(fù)責(zé)人集中地車輛出發(fā)時間。集中場地安排：中巴3輛，背景板1副，接待臺1張，簽到物資以及茶水等；接待工作人員2名，跟車人員3名。B、試車人員登記：抵達(dá)展廳后，請試車人員出示駕照，填寫安全協(xié)議。工作人員留下駕照副本，發(fā)放試車胸卡，安排試車車輛，每輛車安排2名試車人員，可陪同2名家屬。禮儀引導(dǎo)試車人員就坐。C、主持人串詞：主持人介紹活動安排，請試車人員觀看播放資料帶。D、領(lǐng)導(dǎo)講話：當(dāng)?shù)貐^(qū)域代表講話介紹活動意義和目的等。試車活動當(dāng)天工作24：第七步：試車活動執(zhí)行E、展廳發(fā)車：主持人請試車人員來到門口發(fā)車臺的位置，準(zhǔn)備發(fā)車。根據(jù)車輛的順序逐一念出事先安排好的試車人員名單。陪駕人員將車開上車臺，禮儀引導(dǎo)試車人員進(jìn)入駕駛位。陪駕人員轉(zhuǎn)移到副駕駛座位。發(fā)車人員站在車臺的左前側(cè)，手執(zhí)發(fā)車旗，揮旗發(fā)車，車輛間隔3分鐘左右。1、主題背景板側(cè)放置電視，播放功能片。在展廳的兩側(cè)均擺放視場地許可擺放寶來車（建議展現(xiàn)出新上市各款顏色寶來）。2、展廳正對背景板處，設(shè)來賓休息區(qū)，供消費(fèi)者休息。3、在展廳的兩側(cè)設(shè)現(xiàn)場訂購區(qū)。4、展廳四周擺放寶來一拉寶，X展架等現(xiàn)有的展示設(shè)備，烘托現(xiàn)場氣氛。5、展廳外用橫幅、升空氣球、遮陽傘、刀旗等裝飾。6、在展廳外合適的地方擺放發(fā)車背景板和發(fā)車臺。G、目的地休息、返程：1、陪駕人員將車輛停好在指定區(qū)域內(nèi)。試車人員在休息區(qū)域休息。2、主持人串詞，進(jìn)行抽獎活動。3、陪駕人員和試車者溝通，了解駕駛寶來的感受，解答相關(guān)的汽車技術(shù)問題。4、條件許可的情況下可安排一些游戲，供試車人員和家屬休閑。5、安排茶水、水果和零食供試車人員飲用。6、目的地休息時間約20-30分鐘，換另一名試車者駕車返回發(fā)車地點。7、車輛出發(fā)后，目的地工作人員通知發(fā)車地工作人員準(zhǔn)備接送。8、抵達(dá)展廳，陪駕人員將車輛按順序停放好，禮儀引導(dǎo)試車人員進(jìn)入展廳，領(lǐng)取紀(jì)念品，填寫訂購單。專車送試車人員返回。24A、接送試車人員：通知試車者、記者在市中心某處集中，統(tǒng)一前往前期宣傳：軟文、硬廣告宣傳報紙廣告選擇當(dāng)?shù)匕l(fā)行量最大的兩家媒體。配合當(dāng)時發(fā)布的報紙廣告，附上活動信息。報版格式、文字內(nèi)容有統(tǒng)一的格式。報紙軟文的宣傳。網(wǎng)絡(luò)配合選擇各大門戶網(wǎng)站或當(dāng)?shù)氐闹W(wǎng)站宣傳。寶來迷你網(wǎng)站上巡展試車活動介紹。網(wǎng)絡(luò)軟文的宣傳。電臺廣告

利用各地捷達(dá)的廣告時間投放。采用各地方言配音。*本頁配上“體驗寶來，樂趣隨行”全國巡展試車活動報紙廣告設(shè)計稿圖片Page25：活動宣傳配合25前期宣傳：軟文、硬廣告宣傳報紙廣告Page25：活動宣傳配執(zhí)行流程報紙廣告：1、提前30天落訂，確認(rèn)投放的報紙名稱、時間、版式。2、向市場部了解，寶來計劃投放的報紙稿內(nèi)容，根據(jù)報紙的版式調(diào)整具體設(shè)計，配合活動信息的文字內(nèi)容。3、原則上禁止不符合寶來傳播策略、VI原則的報紙廣告。正確使用寶來和一汽-大眾的LOGO。4、如若需要DMG國際廣告公司在設(shè)計內(nèi)容上配合，請?zhí)崆?周與市場部確認(rèn)，并知會DMG國際廣告公司客戶部負(fù)責(zé)人。5、設(shè)計內(nèi)容確認(rèn)后，制作菲林，提前一周教給媒體相關(guān)部門。網(wǎng)絡(luò)廣告：1、根據(jù)活動主題設(shè)計相關(guān)的網(wǎng)絡(luò)廣告，聯(lián)系網(wǎng)絡(luò)代理公司進(jìn)行投放。2、如果需要寶來迷你網(wǎng)站作相關(guān)的配合，請?zhí)崆?周與市場部確認(rèn)，并知會DMG國際廣告公司客戶部負(fù)責(zé)人。27：活動宣傳配合電臺廣告1、提前1個月預(yù)定投放節(jié)目時段、播放時間長度。2、根據(jù)投放的時間長短，撰寫相應(yīng)的電臺廣告文案。切合活動主題。3、將文案提前一周提交給電臺，準(zhǔn)備配音等。電臺文案參考“案例分析”*此頁配上“體驗寶來，樂趣隨行”全國巡展試車活動的新聞通稿、電臺廣告26執(zhí)行流程報紙廣告：27：活動宣傳配合電臺廣告媒體邀請根據(jù)活動主題、活動內(nèi)容撰寫新聞稿請區(qū)域提供各報社的記者名單，并根據(jù)預(yù)算的許可邀請記者出席?；顒赢?dāng)天準(zhǔn)備記者簽到本、記者禮金、禮品、新聞資料等提供給記者?；顒舆^程中注意安排好記者的行程，保證記者在整個過程中的心情愉快，在預(yù)算許可的前提下，和記者共進(jìn)晚餐?？梢园才庞浾卟稍L參加活動的人員，給記者提供第一手的報道資料和生動的采訪內(nèi)容。活動結(jié)束后，和記者聯(lián)系，跟蹤稿件發(fā)布的情況，收集樣稿。保持和記者良好的溝通關(guān)系，充分發(fā)揮媒體的正面效應(yīng)。*此頁配上“體驗寶來，樂趣隨行”全國巡展試車活動的媒體邀請名單（只列媒體名稱）Page28：活動宣傳配合27媒體邀請根據(jù)活動主題、活動內(nèi)容撰寫新聞稿Page28：活動五、活動后續(xù)工作：一、撰寫總結(jié)報告總結(jié)活動的進(jìn)展效果，經(jīng)驗和教訓(xùn)，并進(jìn)行效果評估。以備日后相關(guān)的活動執(zhí)行參考。二、活動資料收集活動相關(guān)的文稿，設(shè)計整理成冊，以備日后使用?；顒涌堑膹V告收集，作為活動記錄。三、媒體收集活動結(jié)束后一周內(nèi)，和出席的記者聯(lián)系發(fā)稿事宜。收集記者將所發(fā)的稿件樣稿并裝訂成冊。四、試車人員跟蹤調(diào)查繼續(xù)了解參加試車人員對于試車活動的評價，進(jìn)一步的購買計劃。Page29：活動后續(xù)工作28五、活動后續(xù)工作：一、撰寫總結(jié)報告Page29：活動后續(xù)工善戰(zhàn)者，求之于勢，不責(zé)于人，故能擇人優(yōu)勢。11月-2211月-22Monday,November7,2022百年大計，質(zhì)量第一。00:15:1000:15:1000:1511/7/202212:15:10AM聽天由命事故連連，把握規(guī)律安全百年。11月-2200:15:1000:15Nov-2207-Nov-22遵章是安全的先導(dǎo)，違章是事故的預(yù)兆。00:15:1000:15:1000:15Monday,November7,2022鏡子不擦試不明，事故不分析不清。11月-2211月-2200:15:1000:15:10November7,2022居安思危年年樂，警鐘常鳴歲歲歡。2022年11月7日12:15上午11月-2211月-22百分之一的失誤，百分之百的損失。07十一月202212:15:10上午00:15:1011月-22生產(chǎn)必須安全，安全促進(jìn)生產(chǎn)。十一月2212:15上午11月-2200:15November7,2022質(zhì)量是成功的伙伴，貫標(biāo)的質(zhì)量的保障。2022/11/70:15:1000:15:1007November2022品質(zhì)，企業(yè)未來的決戰(zhàn)場和永恒的主題。12:15:10上午12:15上午00:15:1011月-22提倡巧干不甘落后苦干，鼓勵做好不是做了。11月-2211月-2200:1500:15:1000:15:10Nov-22以執(zhí)行標(biāo)準(zhǔn)為榮，以違章操作為恥。2022/11/70:15:10Monday,November7,2022團(tuán)結(jié)一條心，石頭變成金。11月-222022/11/70:15:1011月-22謝謝大家！善戰(zhàn)者，求之于勢，不責(zé)于人，故能擇人優(yōu)勢。11月-2211月ThestandardofBoraItinerantexhibition,testdriveactivitiesdistributorcarriesout

October,200230ThestandardofBoraItinerantContents：1.Thesurvey2.Standardsofdistributorshowsinfrontofthepublic3.Thestandardsofdistributortestdrive4.Thepropagateandcooperatefortheactivities5.Follow-upworkofactivities31Contents：1.Thesurvey2Page1：SurveyObjective：1.SetsupfixedconnectionswithpotentialconsumersandmakethemhavevividunderstandingandrecognizingofBora’sfeaturestohaveidentification.2.Throughpromotingthereputationdegreeinconsumer'smindtoreachthefunctionwhichpromotesthesalesvolume.3.StrengthenBora’scompetitivenessintheautomobilemarket,increasingthepopularizinginthearea,todevelopeveryareaandthedistributor'smaximumstrength4.Regulateeachdistributor’swayandcontentsinthesalesprocessandsetuptheimagedistinguishsysteminconsumers’mind.ThreeprocessesofactivitythefirstcityasexampleThestageofpreheatingtheadvertisingofnewspaper,networkandradiostationShowsandtestdriveactivityMiddleandlaterpropagatestageReporters’follow-upstoriesToadvanceamonthTodecidethespecifictimethroughtheactivity

Thesoftdocumentispropagandized,thefollow-upstoriesAfteramonthofactivityend32Page1：SurveyObjective：ThestaPage2：contentsofmajoractivityPublicshow:Choosing1-2local,highgrademarketswithnumerouspeople,putting2-5Boraautomobilesindifferentcolors.Thedistributorexplainsonbehalfofthescene,introducetheproductinformationandactivityarrangement.WorktimetableFistandsecondweekActivityplanThirdandforthweekpreparationofactivityFifthweekactivitycarryoutSixthweekconclusionofactivityThedistributorsprovideplanofactivity,describethedetailsofactivityonpaperthenSendittoareaandmarketingdepartment.2.Begintohandletheworkaftermarketingdepartment’simprovement.3.Sendtherelativeinformationofdataandmaterialquantitytomarketingdepartment1.connecttheplace,identifytheshowplaceortheRouteoftestdriveandthedestination2.Identifytheworker,andrelativepreparework3.IdentifythefinaldesignplanofthesceneandmakeRelativegoods.1.relativematerialreach2.Decoratetheplaceofactivity3.theactivitytakeplace1.Collectthereportsfrommedia2.Advertiseonnewspaper3.sendthedataandconclusionofactivitytomarketingDepartment.Distributor'sexhibitionroomshowsandtestdrive:Throughshowingscene,registeroninternet,distributorexhibitionroomcollecttheconsumerlistwhohopeforthattestdrive,andscreenthelist,invitethepotentialconsumertogotodistributor'sexhibitionroom,takepartintheactivityoftestdrive.33Page2：contentsofmajoractiviPage3：Thestandardofdistributor’spublicshowtheflowchartofdistributortopreparethepublicshowLaydowntheplanChoosethetimeandplacedesignChooseorcooperatewithsupplierPreparationofdataDecoratethesceneCarryouttheshow34Page3：ThestandardofdistribPage4：firststep:laydowntheplan1.Selectthesuitabletimetomaketheactivityintofullplay.Suchas:weekends2.Detailarrangementsofactivity3.Theaspectsthatneedfaw-volkswagen’scooperation.Suchasrelativedesign,materials4.Theworkerslistofactivity5.Thematerialsofactivity6.Thewaytodealwithcrisis.Suchasrainoutside,toomanyortoolessvisitors7.Timetableofactivitycarryout8.BudgetofactivityTheabove-mentionedcontentformsthewrittencharacters,sendtotheareaandmarketdepartmenttoexamineandapprove.Beginthepreparationa