深圳奧德-奧德10載-感恩有愛(ài)--深圳奧德十周年店慶感恩節(jié)狂歡夜課件

奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

QMten-yearsThankingforlove-——ShenzhenQueenMateTen-yearsThankingCarnival深圳奧德SA440112012年10月ShenzhenQueenMate,October2012奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

目錄

Contents

活動(dòng)背景Background活動(dòng)目的Purpose活動(dòng)概況

Summaryofactivities活動(dòng)內(nèi)容Activitycontent活動(dòng)流程Activityflow媒體投放MediaPropaganda工作安排Jobschedule活動(dòng)預(yù)算

Budget目錄Contents活動(dòng)背景Bac

活動(dòng)背景11月奧德十周年店慶月，同時(shí)又恰逢臨近感恩節(jié)，結(jié)合這兩個(gè)時(shí)間契機(jī)做回饋購(gòu)車活動(dòng)，促進(jìn)銷售，最適不過(guò)。November-tenanniversarymonth,atthesametimealsocoincideswiththeapproachingThanksgiving,thecombinationofthesetwotimefeedbackcarbuyingopportunity,promotesales,themostsuitablebut.經(jīng)過(guò)十月份國(guó)慶車展銷售高峰期后，進(jìn)入銷售逐漸疲乏，公司需要通過(guò)一定的方式來(lái)吸引客戶到店，從而提高到店量，為銷售輸入客戶。

AftertheOctobernationaldayautosalespeakafterenteringthesalesgradually,fatigue,companiesneedsomewaytoattractcustomerstoshop,totherebyimprovetheshopquantitysalesinput。深圳金九銀十的車市已經(jīng)過(guò)去，經(jīng)銷商面對(duì)雙方面壓力，一方面是自身較大的庫(kù)存，同時(shí)還面臨著同品牌經(jīng)銷商及競(jìng)爭(zhēng)品牌所帶來(lái)的壓力。Shenzhengoldenninesilverstencarcityhaveinthepast,facethedoublepressureofdealers,oneisitslargeinventory,butalsofacesthesamebranddealersandcompetitivepressures2012第四季度屬于沖刺階段，各競(jìng)爭(zhēng)對(duì)手相繼推出了較大的市場(chǎng)的廣告投放及促銷手段，從而確保完成年任務(wù)。2012fourthquarterbelongstothesprintstage,eachcompetitorhaslaunchedalargemarketadvertisingandpromotions,toensurethecompletionoftasks市場(chǎng)情況Background—Marketsituation活動(dòng)背景11月奧德十周年店慶月，同時(shí)又恰逢臨近感恩節(jié)，結(jié)合

活動(dòng)背景優(yōu)勢(shì)

現(xiàn)市場(chǎng)口碑度及美譽(yù)度良好，在區(qū)域內(nèi)具有較大的市場(chǎng)知名度；奧迪品牌強(qiáng)有力的品牌影響力支撐；客戶保有量大及東益店片區(qū)發(fā)展成熟，客流量較大。展廳面積較小，容納客量有限；東益店位居羅湖老城區(qū)，停車位供應(yīng)緊張，一定程度上影響客流量。進(jìn)口車系銷量略低。受政策影響，市場(chǎng)排斥日系車情緒嚴(yán)重，競(jìng)品日系車銷售受到很大的影響；下期為傳統(tǒng)汽車行業(yè)的銷售旺季，將迎來(lái)銷售高峰；擁堵帶來(lái)城市限購(gòu)擴(kuò)大化的風(fēng)險(xiǎn)（如廣州），不少客戶將提前購(gòu)車。油價(jià)高位徘徊；整體市場(chǎng)經(jīng)濟(jì)及宏觀政策不明朗；區(qū)域內(nèi)經(jīng)銷商快速擴(kuò)張，進(jìn)一步加劇競(jìng)爭(zhēng)力。劣勢(shì)機(jī)遇威脅SWOT分析活動(dòng)背景優(yōu)勢(shì)現(xiàn)市場(chǎng)口碑度及美譽(yù)度良好，在區(qū)域內(nèi)具有較大

Background—SWOTanalysisSuperiorityDisadvantage

OpportunityThreaten

Nowhasagoodreputationandreputation,intheregionhasalargemarketvisibility;

ThesupportofAudibrandstrongbrandTheamountofcustomerretentionandtheEastYidianareadevelopmentismature,guestflowislarger.

Affectedbythepolicy,theJapanesecarmarketexclusionseveremood,competitiveJapanesecarsalesgreatlyaffected;

Nexttimeforthetraditionalautomotiveindustrysalesseason,willusherinthepeaksales;

Citytraffichaslimitedtheexpansionofrisk(suchasGuangzhou),manycustomerstopurchaseacar.

Exhibitionarea

islesser,toaccommodatepassengerlimited;

EastYidianinLuohuoldcity,parkingsupply,degreeofpassengerflow.

Importcarsaleswereslightlylower

Oilpriceperchwanders;

Theoverallmarketeconomyandmacroscopicalpolicyisnotclear;

Therapidexpansionofregionaldistributors,furtherintensifiedcompetition.Background—SWOTanalysisSuper6

他們擁有睿智的洞察力，具有獨(dú)特的追求與品位；有冷靜的思辨能力，具有成熟的人生經(jīng)驗(yàn)；積極進(jìn)取，對(duì)生活充滿追求；他們自覺(jué)地歸入某個(gè)共同趣味的圈子，以此展開社交……

年齡主要集中在30-45歲；收入穩(wěn)定，經(jīng)濟(jì)實(shí)力較好

基本特征敢于冒險(xiǎn)，意識(shí)超前；對(duì)自我身份地位有優(yōu)越感。

心理特征征

購(gòu)買特征客戶精神演繹對(duì)車輛性能及操控感有較高要求；注重車輛的線條設(shè)計(jì)感，熱愛(ài)汽車。活動(dòng)背景6 他們擁有睿智的洞察力，具有獨(dú)特的追求與品位；基本特征

Background—CustomeranalysisTheyhavewisdomandinsight,withuniquepursuitandtaste;Acalmthinking,withmatureexperienceinlife;Activeenterprising,fulloflifeandthepursuitof;Theyconsciouslyplacedinacommoninterestgroup,tolaunchsocial......BasicfeaturesCustomeragemainlyconcentratedinthe30-45yearsold;Astableincome,economicactualstrengthisbetterPsychologicalfeatureDaring,consciousnessinadvance;Theegoidentitystatushasasenseofsuperiority.PurchasecharacteristicsOnvehicleperformanceandhandlingisrequired;Payattentiontovehiclelinedesign,likethecar.Background—CustomeranalysisT本案主要解決的問(wèn)題Thiscasemainlysolvestheproblem現(xiàn)需通過(guò)市場(chǎng)活動(dòng)，加大對(duì)奧迪車型的廣告支持，有效幫助提升集客和拉動(dòng)銷售。Isrequiredbymarketactivity,increasepairofAudiadvertisingsupport,effectivehelpsetoffanddrivesales.部分奧迪進(jìn)口車型，集客量不足，影響銷售，造成較大的庫(kù)存壓力。為了第四季度沖銷量，需要有市場(chǎng)推廣活動(dòng)支持。PartofimportedcarsAudi,collectionofpassengercapacityisinsufficient,affectthesale,resultinginalargerinventorypressure.Fourthquartersalesforpunching,needmarketingactivitiessupport

分析結(jié)論conclusion提升深圳奧德奧迪的品牌形象，提高深圳奧德在區(qū)域內(nèi)的及美譽(yù)度，建立良好的口碑。PromoteShenzhenAodeAudibrandimage,improveShenzhenAudeintheregionandreputation,toestablishagoodreputation.本案主要解決的問(wèn)題Thiscasemainlysolv尋找適當(dāng)?shù)臅r(shí)機(jī)，適當(dāng)?shù)姆绞絋ofindtherightmoment,properway奧德需要感恩：十年歷程，奧德離不開車友朋友的支持與信任。而在感恩節(jié)之際，亦是奧德十周年，深圳奧德奧迪將以激動(dòng)人心的購(gòu)車折扣，扣人心弦的夜晚，宴謝每一個(gè)客戶。QMneedsgratitude:tenyearson,Audeisinseparablefromthesupportoffriendsandtrustyou.IntheThanksgivingDayduring,alsobethetenanniversaryoftheShenzhencompany,AudiTTwillbeexcitingcarbuyingdiscount,excitingnight,feasttothankeverycustomer.怎么才能解決問(wèn)題？Howtosolvetheproblem?客戶需要感恩：在人生的成長(zhǎng)歷程中，我們總有一位恩人常駐心中，或羞于表達(dá)，或失去聯(lián)系，但一段恩情背后總是隱藏著一段故事.Customerneedsgratitude:intheprocessofgrowingupinlife,wealwayshaveabenefactortoheart,orshytoexpress,orlostcontact,butasectionofkindnessarealwayshiddenbehindastory.社會(huì)需要感恩：活動(dòng)結(jié)束后，奧德替客戶感恩，傳遞恩情。同時(shí)，組織成立“奧德愛(ài)心傳遞俱樂(lè)部”，成員優(yōu)先試駕新到店車型，客戶對(duì)貧困村莊的學(xué)校進(jìn)行愛(ài)心捐贈(zèng)，奉獻(xiàn)愛(ài)心，體現(xiàn)奧德奧迪的社會(huì)責(zé)任感。Thanksgivingsociety:aftertheactivityends,AudecustomersforThanksgiving,transfer.Atthesametime,organized"loveteammembersfirstord",drivetostorenewmodels,customersofimpoverishedvillageschooldonation,dedicationloveembodiedAudiTT'ssenseofsocialresponsibility.尋找適當(dāng)?shù)臅r(shí)機(jī)，適當(dāng)?shù)姆绞綂W德需要感恩：十年歷程，奧德離不開增加深圳奧德奧迪市場(chǎng)傳播聲音，提升產(chǎn)品關(guān)注度

TheincreaseinShenzhenAudiTTmarketspreadsound,enhanceproductawareness配合感恩節(jié)及奧德十周年，提升傳播聲音，增加市場(chǎng)美譽(yù)度Withthanksgivingandordtenanniversary,enhancecommunicationvoice,increasemarketreputation提升奧迪的集客量，增加銷售。有效協(xié)助減輕庫(kù)存壓力PromoteAudisetvolume,increasesales.Helpreducethepressureonstocks

方案目的

Purpose增加深圳奧德奧迪市場(chǎng)傳播聲音，提升產(chǎn)品關(guān)注度方案目的

活動(dòng)概述Summaryofactivities區(qū)域內(nèi)各經(jīng)銷商都相繼推出大量的優(yōu)惠促銷推廣活動(dòng)Variousdealersintheregionhavelaunchedalotofpromotionscampaign借助奧德十周年及感恩節(jié)來(lái)臨之際，采取線上預(yù)熱+線下刺激的方式，通過(guò)線下活動(dòng)現(xiàn)場(chǎng)氣氛的刺激，優(yōu)惠力度的誘惑，同時(shí)現(xiàn)場(chǎng)的感恩環(huán)節(jié)等，來(lái)一次購(gòu)車狂歡，促進(jìn)銷售，通過(guò)活動(dòng)后感恩送禮及成立“奧德愛(ài)心車隊(duì)”的環(huán)節(jié)提高市場(chǎng)美譽(yù)度。WiththedawnoftheOder'stenthanniversaryandThanksgiving,takeonlinepreheat+lineunderthestimulusofthewaythroughthelinetheactivitiesthesiteatmosphereofthestimulus,thetemptationofpreferentialsceneThanksgivinglinkstoacarcarnivalpromotesales。ThroughtheactivitiesafterThanksgivinggiftsandestablished"Audeloveteam"linktoimprovemarketreputation.活動(dòng)概述Summaryofactivities區(qū)域內(nèi)活動(dòng)概述Summaryofactivities活動(dòng)主題：奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

Theme：QMten-yearsThankingforlove-——ShenzhenQueenMateTen-yearsThankingCarnival活動(dòng)時(shí)間：11月14日

Date：November14

,2012活動(dòng)地點(diǎn)：深圳奧德東益展廳

Place:ShenzhenQueenMateAudiShowRoom活動(dòng)內(nèi)容：激情秀舞、競(jìng)拍秒殺、感恩連線、感恩送禮

Content：Passionshowdance、Auctionseckill、TelephoneThanksgiving、Thanksgivinggifts活動(dòng)人數(shù)：約60人

Peopleamount：About60活動(dòng)車輛：全系

Carsfortheevent:allseries目標(biāo)客戶Targetparticipants：本司奧迪老客戶約10人Audiintentedcustomers;about10合作商戶意向客戶約10人Intentedcustomersfromcooperatedcompany;about10網(wǎng)絡(luò)、短信等宣傳渠道收集的潛在客戶約30人

Intentedcustomersfromnetwork,messageandothercommunicationchannelsabout30媒體約10人Mediaabout10活動(dòng)概述Summaryofactivities活動(dòng)主活動(dòng)內(nèi)容Activitycontent

On-line：Themicro-blogactivitiesasinteractiveplatform,usingtheforwarding@ShenzhenAodeofficialmicro-blogasform,andthecontentisintegratedinacomprehensivecampaignpageforinformationtransfer;Onlineandofflinecombination,participantsinThanksgivingphotosorwritethank-youbookwithsinamicro-blog@globalAudiShenzhenQueenMate,willhavetheopportunitytocompletedtheirThanksgivingwishesandreceiveagift.Lineactivitieson-sitemicro-blogonthewall線上：以微博作為活動(dòng)互動(dòng)平臺(tái)，用轉(zhuǎn)發(fā)@深圳奧德官方微博作為表現(xiàn)形式，并將內(nèi)容整合于綜合性活動(dòng)頁(yè)面中進(jìn)行信息傳遞；線上與線下相結(jié)合，參與者曬感恩照片或?qū)懜卸鲿l(fā)新浪微博@全球奧迪深圳奧德，將有機(jī)會(huì)獲得參與在“奧德十載感恩有愛(ài)”——深圳奧德十周年店慶感恩節(jié)狂歡夜活動(dòng)現(xiàn)場(chǎng)，完成自己的感恩心愿及獲贈(zèng)一份精美禮品。線下活動(dòng)現(xiàn)場(chǎng)微博上墻活動(dòng)內(nèi)容Activitycontent

On-line：活動(dòng)內(nèi)容Activitycontent

線下：奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜感恩：客戶現(xiàn)場(chǎng)感恩，奧德感恩回饋客戶，奧德替客戶感恩?？駳g：奧迪車限時(shí)促銷狂歡、奧德十年狂歡。這是奧德十年的生日盛宴，亦是感恩節(jié)之時(shí)，激動(dòng)人心的購(gòu)車折扣，扣人心弦的夜晚，這是一個(gè)感恩狂歡夜。感恩狂歡夜后，“奧德愛(ài)心車隊(duì)“為幸運(yùn)客戶送上感恩禮，提升市場(chǎng)美譽(yù)度Belowtheline：QMten-yearsThankingforlove——ShenzhenQueenMateTen-yearsThankingCarnival

Thanksgiving：Customeron-siteThanksgiving、QueenMategratitudecustomers、InodertocustomersforThanksgivingCarnival：Auditime-limitedsalespromotionsCarnival、CarnivalofQueenMate‘s10thAnniversaryThanksgivingcarnivalnight:ThisisQueenMatetenyearsbirthdayfeast,isalsoThanksgiving,excitingcarbuyingdiscount,excitingnight,thisisaThanksgivingCarnivalnight.ThanksgivingEve,"QM"loveteamfortheluckycustomersendaThanksgivingceremony,enhancemarketreputation活動(dòng)內(nèi)容Activitycontent

線下：Below活動(dòng)流程（11月14日感恩活動(dòng)現(xiàn)場(chǎng)）活動(dòng)流程（11月14日感恩活動(dòng)現(xiàn)場(chǎng)）Activityflow

Activityflow

活動(dòng)主視覺(jué)活動(dòng)主視覺(jué)場(chǎng)地布置

Sitelayout場(chǎng)地布置Sitelayout活動(dòng)物料Campaignmaterials背景板

Backgroundboard臂貼

ArmPatch活動(dòng)物料Campaignmaterials背景板Ba感恩書Thanksgivingbook活動(dòng)物料Campaignmaterials邀請(qǐng)函Invitationcard感恩書Thanksgivingbook活動(dòng)物料Camp配合狂歡的音樂(lè)，來(lái)賓通過(guò)一條迷宮通道，通道布滿裝扮飾物，來(lái)賓可選擇一款喜歡的帶走，作為紀(jì)念。Withcarnivalmusic,gueststhroughalabyrinthchannel,channelisfulloflovelysmallornamentsaswellasThanksgivingcardguestmaychoosealoveaway,asamemorial別具心裁地活動(dòng)場(chǎng)地入口Don'tingeniousactivitiesentrance在入口身著貴族服裝的禮儀小姐做微笑迎賓。簽到區(qū)處同樣設(shè)置由身著身著貴族服裝的禮儀小姐組織來(lái)賓簽到。IntheentranceinthearistocraticclothingetiquetteMisssmilewelcome.AttendancezoneisalsoprovidedwithanobleclothingetiquetteMissorganizationguestsign-inr.迷宮通道Labyrinthchannel簽到Receptiondesk迷宮通道

Labyrinthchannel配合狂歡的音樂(lè)，來(lái)賓通過(guò)一條迷宮通道，通道布滿裝扮飾物，來(lái)賓簽到板Signboard簽到板Signboard隨處堆積的大小禮品盒，南瓜模型，節(jié)日氣球與小彩旗串，憨態(tài)可愛(ài)的小維尼熊……等等你能在感恩節(jié)見(jiàn)到的各種情景在派對(duì)狂歡圣地都能得到體現(xiàn)。在感恩大餐的長(zhǎng)條餐臺(tái)，擺放一只象征吉祥團(tuán)圓的大火雞。Everywhereispackingsizegiftboxes,pumpkinmodel,festiveballoonswithsmallflagsstring,verylovelyWinniethepooh......YoucanseeavarietyofscenariosinaThanksgivingpartycanbereflected.AtThanksgivingdinnerofthelongtable,placedasymbolofauspicioushappyturkey.現(xiàn)場(chǎng)包裝Thefieldofpackaging禮品盒Giftbox活動(dòng)桌椅Tablesandchairs南瓜模型Pumpkinmodel隨處堆積的大小禮品盒，南瓜模型，節(jié)日氣球與小彩旗串，憨態(tài)可愛(ài)滑稽的小丑為小朋友及客戶送上各種精美的小賀卡及美食，“鳥叔”團(tuán)隊(duì)以當(dāng)下最流行的江南style舞曲作主導(dǎo)，配合燈光音響效果，吸引眾人眼光。Funnyclownforsmallfriendsandcustomerstosendallkindsofexquisitesmallgreetingcardandfood;"Mou"teamtopresentthemostpopularChangjiangDeltastyledanceasdominant,withlightingandsoundeffect,toattractthepubliceye.狂歡派隊(duì)人員Orgypartystaff秀舞團(tuán)隊(duì)Dancingteam樂(lè)隊(duì)

Band服務(wù)生

Thewaiter滑稽的小丑為小朋友及客戶送上各種精美的小賀卡及美食，“鳥叔”狂歡感恩大餐Carnival,Thanksgivingdinner餐臺(tái)已被精美燭臺(tái)、漂亮的餐具及漂亮的玫瑰裝點(diǎn)一新；為客戶準(zhǔn)備了豐盛的感恩節(jié)美食:烤火雞、南瓜餅、大面包、彩色玉米棒、水果沙拉，果醬等。DiningtablehasbeenbeautifullyCandlestick,beautifultablewareandbeautifulroseanewdecorated;forcustomerstopreparedabigThanksgivingfood:roastturkey,pumpkinpie,bread,colorofcorn,fruitsalad,jametc。感恩大餐Thanksgivingdinner狂歡感恩大餐餐臺(tái)已被精美燭臺(tái)、漂亮的餐具及漂亮的玫瑰裝點(diǎn)一新現(xiàn)場(chǎng)奧德感恩送禮Thesitepresents抽獎(jiǎng)抽出10位幸運(yùn)觀眾，10名幸運(yùn)觀眾每人分別獲得一份精美禮品?，F(xiàn)場(chǎng)成交客戶砸金蛋獲大獎(jiǎng)。Lotterydraw5lucky5luckyaudienceaudience,eachweregivenagiftSitecustomersmashinggoldeneggprize抽獎(jiǎng)Luckdraw砸金蛋mashingagoldenegg現(xiàn)場(chǎng)奧德感恩送禮抽獎(jiǎng)抽出10位幸運(yùn)觀眾，10名幸運(yùn)觀眾每人分活動(dòng)現(xiàn)場(chǎng)幸運(yùn)客戶及微博中獎(jiǎng)客戶發(fā)表感恩宣言

Activitiesatthesceneoftheluckycustomerandwinningcustomersmicro-blogpublishedThanksgivingProclamation

客戶現(xiàn)場(chǎng)感恩Customeron-siteThanksgiving客戶簡(jiǎn)述故事Clientbriefstory感恩墻

Thanksgivingwall活動(dòng)現(xiàn)場(chǎng)幸運(yùn)客戶及微博中獎(jiǎng)客戶發(fā)表感恩宣言

Activit感恩送禮（11月15日）sendinggiftsforThanksgiving替在11月14日獲獎(jiǎng)客戶及微博獲獎(jiǎng)客戶送上感恩禮，答謝曾經(jīng)給予客戶幫助的人，增加奧德美譽(yù)度。WhowontheprizeinNovember16thcustomersandmicro-blogwinningcustomerssendThanksgivingceremony,thanksoncetogivecustomersthehelp,increaseQueenMatereputation.送禮

sendinggifts

感恩送禮（11月15日）替在11月14日獲獎(jiǎng)客戶及微博獲獎(jiǎng)

媒體投放MediaPropaganda

媒體投放MediaPropaganda

持續(xù)期媒體排期媒介類型報(bào)名征集期活動(dòng)當(dāng)天網(wǎng)絡(luò)媒體硬廣投放活動(dòng)現(xiàn)場(chǎng)報(bào)道活動(dòng)軟文報(bào)道11月1日11月13日廣播傳播目的活動(dòng)信息告知持續(xù)活動(dòng)影響力持續(xù)信息告知宣傳品牌活動(dòng)提升品牌形象11月14日事件跟蹤報(bào)道定向短信媒體專題報(bào)道廣播定向短信定向短信11月30日媒介排期持續(xù)期媒體排期媒介類型報(bào)名征集期活動(dòng)當(dāng)天網(wǎng)絡(luò)媒體硬廣投放活動(dòng)DurationmediaschedulingMediaTypeApplicationActivitydaynetworkMediaspecialreportLivereportEventsreports11月1日11月13日broadcastBroadcastintetionInformationinformeContinueactivityimpactContinueinformationinformedAdvertisebrandimagePromotebrandimage11月14日EventtrackingReportDirectionalmessageMediaspecialreportbroadcastDirectionalmessageDirectionalmessageMediascheduling11月30日DurationmediaschedulingMedi活動(dòng)推進(jìn)計(jì)劃Activitypromotionplan項(xiàng)目?jī)?nèi)容Content媒體宣傳Mediapromotion主題活動(dòng)籌備Themethepreparatoryactivities1W2W3W4W10月1W2W3W4W11月1W2W3W4W12月電臺(tái)宣傳

Radio微博宣傳Micro-blogpropaganda前期活動(dòng)籌備Prophasepreparatoryactivities線上活動(dòng)Onlineactivities微博活動(dòng)Micro-blogactivities主題活動(dòng)Themeactivity活動(dòng)后期跟蹤總結(jié)分析Theactivitiesofthelatterpartoftrackinganalysis網(wǎng)絡(luò)宣傳Networkpromotion活動(dòng)推進(jìn)計(jì)劃Activitypromotionpla客戶邀約Offeringthecustomer客戶報(bào)名可通過(guò)以下方式Clientapplicationbythefollowingways網(wǎng)站&微博Websiteandmicro-blog電話咨詢Telephoneregistration通過(guò)網(wǎng)站/微博活動(dòng)信息報(bào)名Throughthewebsite/micro-blogactivityinformationregistration展廳報(bào)名Exhibitionregistration經(jīng)銷商展廳接受電話咨詢，告知活動(dòng)信息，邀請(qǐng)至展廳報(bào)名Dealershowroomstelephoneconsultation,informinformationactivities,invitedtotheexhibitionregistration客戶前往展廳報(bào)價(jià)，告知活動(dòng)信息后，根據(jù)參與意愿及自有客戶價(jià)值進(jìn)行登記。Customerquotetohall,informtheactivityinformation,accordingtothewillingnessofparticipationanditsowncustomervalueregister.合作渠道Flat-sharechannel在合作渠道中作活動(dòng)宣傳，由合作渠道提供報(bào)名客戶。Inthechannelsofcooperationforthepromotion,channelsofcooperationtoprovidecustomersfromregistration客戶邀約Offeringthecustomer客戶費(fèi)用預(yù)算Budget費(fèi)用預(yù)算Budget謝謝Thankyou謝謝奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

QMten-yearsThankingforlove-——ShenzhenQueenMateTen-yearsThankingCarnival深圳奧德SA440112012年10月ShenzhenQueenMate,October2012奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

目錄

Contents

活動(dòng)背景Background活動(dòng)目的Purpose活動(dòng)概況

Summaryofactivities活動(dòng)內(nèi)容Activitycontent活動(dòng)流程Activityflow媒體投放MediaPropaganda工作安排Jobschedule活動(dòng)預(yù)算

Budget目錄Contents活動(dòng)背景Bac

活動(dòng)背景11月奧德十周年店慶月，同時(shí)又恰逢臨近感恩節(jié)，結(jié)合這兩個(gè)時(shí)間契機(jī)做回饋購(gòu)車活動(dòng)，促進(jìn)銷售，最適不過(guò)。November-tenanniversarymonth,atthesametimealsocoincideswiththeapproachingThanksgiving,thecombinationofthesetwotimefeedbackcarbuyingopportunity,promotesales,themostsuitablebut.經(jīng)過(guò)十月份國(guó)慶車展銷售高峰期后，進(jìn)入銷售逐漸疲乏，公司需要通過(guò)一定的方式來(lái)吸引客戶到店，從而提高到店量，為銷售輸入客戶。

AftertheOctobernationaldayautosalespeakafterenteringthesalesgradually,fatigue,companiesneedsomewaytoattractcustomerstoshop,totherebyimprovetheshopquantitysalesinput。深圳金九銀十的車市已經(jīng)過(guò)去，經(jīng)銷商面對(duì)雙方面壓力，一方面是自身較大的庫(kù)存，同時(shí)還面臨著同品牌經(jīng)銷商及競(jìng)爭(zhēng)品牌所帶來(lái)的壓力。Shenzhengoldenninesilverstencarcityhaveinthepast,facethedoublepressureofdealers,oneisitslargeinventory,butalsofacesthesamebranddealersandcompetitivepressures2012第四季度屬于沖刺階段，各競(jìng)爭(zhēng)對(duì)手相繼推出了較大的市場(chǎng)的廣告投放及促銷手段，從而確保完成年任務(wù)。2012fourthquarterbelongstothesprintstage,eachcompetitorhaslaunchedalargemarketadvertisingandpromotions,toensurethecompletionoftasks市場(chǎng)情況Background—Marketsituation活動(dòng)背景11月奧德十周年店慶月，同時(shí)又恰逢臨近感恩節(jié)，結(jié)合

活動(dòng)背景優(yōu)勢(shì)

現(xiàn)市場(chǎng)口碑度及美譽(yù)度良好，在區(qū)域內(nèi)具有較大的市場(chǎng)知名度；奧迪品牌強(qiáng)有力的品牌影響力支撐；客戶保有量大及東益店片區(qū)發(fā)展成熟，客流量較大。展廳面積較小，容納客量有限；東益店位居羅湖老城區(qū)，停車位供應(yīng)緊張，一定程度上影響客流量。進(jìn)口車系銷量略低。受政策影響，市場(chǎng)排斥日系車情緒嚴(yán)重，競(jìng)品日系車銷售受到很大的影響；下期為傳統(tǒng)汽車行業(yè)的銷售旺季，將迎來(lái)銷售高峰；擁堵帶來(lái)城市限購(gòu)擴(kuò)大化的風(fēng)險(xiǎn)（如廣州），不少客戶將提前購(gòu)車。油價(jià)高位徘徊；整體市場(chǎng)經(jīng)濟(jì)及宏觀政策不明朗；區(qū)域內(nèi)經(jīng)銷商快速擴(kuò)張，進(jìn)一步加劇競(jìng)爭(zhēng)力。劣勢(shì)機(jī)遇威脅SWOT分析活動(dòng)背景優(yōu)勢(shì)現(xiàn)市場(chǎng)口碑度及美譽(yù)度良好，在區(qū)域內(nèi)具有較大

Background—SWOTanalysisSuperiorityDisadvantage

OpportunityThreaten

Nowhasagoodreputationandreputation,intheregionhasalargemarketvisibility;

ThesupportofAudibrandstrongbrandTheamountofcustomerretentionandtheEastYidianareadevelopmentismature,guestflowislarger.

Affectedbythepolicy,theJapanesecarmarketexclusionseveremood,competitiveJapanesecarsalesgreatlyaffected;

Nexttimeforthetraditionalautomotiveindustrysalesseason,willusherinthepeaksales;

Citytraffichaslimitedtheexpansionofrisk(suchasGuangzhou),manycustomerstopurchaseacar.

Exhibitionarea

islesser,toaccommodatepassengerlimited;

EastYidianinLuohuoldcity,parkingsupply,degreeofpassengerflow.

Importcarsaleswereslightlylower

Oilpriceperchwanders;

Theoverallmarketeconomyandmacroscopicalpolicyisnotclear;

Therapidexpansionofregionaldistributors,furtherintensifiedcompetition.Background—SWOTanalysisSuper41

他們擁有睿智的洞察力，具有獨(dú)特的追求與品位；有冷靜的思辨能力，具有成熟的人生經(jīng)驗(yàn)；積極進(jìn)取，對(duì)生活充滿追求；他們自覺(jué)地歸入某個(gè)共同趣味的圈子，以此展開社交……

年齡主要集中在30-45歲；收入穩(wěn)定，經(jīng)濟(jì)實(shí)力較好

基本特征敢于冒險(xiǎn)，意識(shí)超前；對(duì)自我身份地位有優(yōu)越感。

心理特征征

購(gòu)買特征客戶精神演繹對(duì)車輛性能及操控感有較高要求；注重車輛的線條設(shè)計(jì)感，熱愛(ài)汽車。活動(dòng)背景6 他們擁有睿智的洞察力，具有獨(dú)特的追求與品位；基本特征

Background—CustomeranalysisTheyhavewisdomandinsight,withuniquepursuitandtaste;Acalmthinking,withmatureexperienceinlife;Activeenterprising,fulloflifeandthepursuitof;Theyconsciouslyplacedinacommoninterestgroup,tolaunchsocial......BasicfeaturesCustomeragemainlyconcentratedinthe30-45yearsold;Astableincome,economicactualstrengthisbetterPsychologicalfeatureDaring,consciousnessinadvance;Theegoidentitystatushasasenseofsuperiority.PurchasecharacteristicsOnvehicleperformanceandhandlingisrequired;Payattentiontovehiclelinedesign,likethecar.Background—CustomeranalysisT本案主要解決的問(wèn)題Thiscasemainlysolvestheproblem現(xiàn)需通過(guò)市場(chǎng)活動(dòng)，加大對(duì)奧迪車型的廣告支持，有效幫助提升集客和拉動(dòng)銷售。Isrequiredbymarketactivity,increasepairofAudiadvertisingsupport,effectivehelpsetoffanddrivesales.部分奧迪進(jìn)口車型，集客量不足，影響銷售，造成較大的庫(kù)存壓力。為了第四季度沖銷量，需要有市場(chǎng)推廣活動(dòng)支持。PartofimportedcarsAudi,collectionofpassengercapacityisinsufficient,affectthesale,resultinginalargerinventorypressure.Fourthquartersalesforpunching,needmarketingactivitiessupport

分析結(jié)論conclusion提升深圳奧德奧迪的品牌形象，提高深圳奧德在區(qū)域內(nèi)的及美譽(yù)度，建立良好的口碑。PromoteShenzhenAodeAudibrandimage,improveShenzhenAudeintheregionandreputation,toestablishagoodreputation.本案主要解決的問(wèn)題Thiscasemainlysolv尋找適當(dāng)?shù)臅r(shí)機(jī)，適當(dāng)?shù)姆绞絋ofindtherightmoment,properway奧德需要感恩：十年歷程，奧德離不開車友朋友的支持與信任。而在感恩節(jié)之際，亦是奧德十周年，深圳奧德奧迪將以激動(dòng)人心的購(gòu)車折扣，扣人心弦的夜晚，宴謝每一個(gè)客戶。QMneedsgratitude:tenyearson,Audeisinseparablefromthesupportoffriendsandtrustyou.IntheThanksgivingDayduring,alsobethetenanniversaryoftheShenzhencompany,AudiTTwillbeexcitingcarbuyingdiscount,excitingnight,feasttothankeverycustomer.怎么才能解決問(wèn)題？Howtosolvetheproblem?客戶需要感恩：在人生的成長(zhǎng)歷程中，我們總有一位恩人常駐心中，或羞于表達(dá)，或失去聯(lián)系，但一段恩情背后總是隱藏著一段故事.Customerneedsgratitude:intheprocessofgrowingupinlife,wealwayshaveabenefactortoheart,orshytoexpress,orlostcontact,butasectionofkindnessarealwayshiddenbehindastory.社會(huì)需要感恩：活動(dòng)結(jié)束后，奧德替客戶感恩，傳遞恩情。同時(shí)，組織成立“奧德愛(ài)心傳遞俱樂(lè)部”，成員優(yōu)先試駕新到店車型，客戶對(duì)貧困村莊的學(xué)校進(jìn)行愛(ài)心捐贈(zèng)，奉獻(xiàn)愛(ài)心，體現(xiàn)奧德奧迪的社會(huì)責(zé)任感。Thanksgivingsociety:aftertheactivityends,AudecustomersforThanksgiving,transfer.Atthesametime,organized"loveteammembersfirstord",drivetostorenewmodels,customersofimpoverishedvillageschooldonation,dedicationloveembodiedAudiTT'ssenseofsocialresponsibility.尋找適當(dāng)?shù)臅r(shí)機(jī)，適當(dāng)?shù)姆绞綂W德需要感恩：十年歷程，奧德離不開增加深圳奧德奧迪市場(chǎng)傳播聲音，提升產(chǎn)品關(guān)注度

TheincreaseinShenzhenAudiTTmarketspreadsound,enhanceproductawareness配合感恩節(jié)及奧德十周年，提升傳播聲音，增加市場(chǎng)美譽(yù)度Withthanksgivingandordtenanniversary,enhancecommunicationvoice,increasemarketreputation提升奧迪的集客量，增加銷售。有效協(xié)助減輕庫(kù)存壓力PromoteAudisetvolume,increasesales.Helpreducethepressureonstocks

方案目的

Purpose增加深圳奧德奧迪市場(chǎng)傳播聲音，提升產(chǎn)品關(guān)注度方案目的

活動(dòng)概述Summaryofactivities區(qū)域內(nèi)各經(jīng)銷商都相繼推出大量的優(yōu)惠促銷推廣活動(dòng)Variousdealersintheregionhavelaunchedalotofpromotionscampaign借助奧德十周年及感恩節(jié)來(lái)臨之際，采取線上預(yù)熱+線下刺激的方式，通過(guò)線下活動(dòng)現(xiàn)場(chǎng)氣氛的刺激，優(yōu)惠力度的誘惑，同時(shí)現(xiàn)場(chǎng)的感恩環(huán)節(jié)等，來(lái)一次購(gòu)車狂歡，促進(jìn)銷售，通過(guò)活動(dòng)后感恩送禮及成立“奧德愛(ài)心車隊(duì)”的環(huán)節(jié)提高市場(chǎng)美譽(yù)度。WiththedawnoftheOder'stenthanniversaryandThanksgiving,takeonlinepreheat+lineunderthestimulusofthewaythroughthelinetheactivitiesthesiteatmosphereofthestimulus,thetemptationofpreferentialsceneThanksgivinglinkstoacarcarnivalpromotesales。ThroughtheactivitiesafterThanksgivinggiftsandestablished"Audeloveteam"linktoimprovemarketreputation.活動(dòng)概述Summaryofactivities區(qū)域內(nèi)活動(dòng)概述Summaryofactivities活動(dòng)主題：奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜

Theme：QMten-yearsThankingforlove-——ShenzhenQueenMateTen-yearsThankingCarnival活動(dòng)時(shí)間：11月14日

Date：November14

,2012活動(dòng)地點(diǎn)：深圳奧德東益展廳

Place:ShenzhenQueenMateAudiShowRoom活動(dòng)內(nèi)容：激情秀舞、競(jìng)拍秒殺、感恩連線、感恩送禮

Content：Passionshowdance、Auctionseckill、TelephoneThanksgiving、Thanksgivinggifts活動(dòng)人數(shù)：約60人

Peopleamount：About60活動(dòng)車輛：全系

Carsfortheevent:allseries目標(biāo)客戶Targetparticipants：本司奧迪老客戶約10人Audiintentedcustomers;about10合作商戶意向客戶約10人Intentedcustomersfromcooperatedcompany;about10網(wǎng)絡(luò)、短信等宣傳渠道收集的潛在客戶約30人

Intentedcustomersfromnetwork,messageandothercommunicationchannelsabout30媒體約10人Mediaabout10活動(dòng)概述Summaryofactivities活動(dòng)主活動(dòng)內(nèi)容Activitycontent

On-line：Themicro-blogactivitiesasinteractiveplatform,usingtheforwarding@ShenzhenAodeofficialmicro-blogasform,andthecontentisintegratedinacomprehensivecampaignpageforinformationtransfer;Onlineandofflinecombination,participantsinThanksgivingphotosorwritethank-youbookwithsinamicro-blog@globalAudiShenzhenQueenMate,willhavetheopportunitytocompletedtheirThanksgivingwishesandreceiveagift.Lineactivitieson-sitemicro-blogonthewall線上：以微博作為活動(dòng)互動(dòng)平臺(tái)，用轉(zhuǎn)發(fā)@深圳奧德官方微博作為表現(xiàn)形式，并將內(nèi)容整合于綜合性活動(dòng)頁(yè)面中進(jìn)行信息傳遞；線上與線下相結(jié)合，參與者曬感恩照片或?qū)懜卸鲿l(fā)新浪微博@全球奧迪深圳奧德，將有機(jī)會(huì)獲得參與在“奧德十載感恩有愛(ài)”——深圳奧德十周年店慶感恩節(jié)狂歡夜活動(dòng)現(xiàn)場(chǎng)，完成自己的感恩心愿及獲贈(zèng)一份精美禮品。線下活動(dòng)現(xiàn)場(chǎng)微博上墻活動(dòng)內(nèi)容Activitycontent

On-line：活動(dòng)內(nèi)容Activitycontent

線下：奧德10載感恩有愛(ài)——深圳奧德十周年店慶感恩節(jié)狂歡夜感恩：客戶現(xiàn)場(chǎng)感恩，奧德感恩回饋客戶，奧德替客戶感恩?？駳g：奧迪車限時(shí)促銷狂歡、奧德十年狂歡。這是奧德十年的生日盛宴，亦是感恩節(jié)之時(shí)，激動(dòng)人心的購(gòu)車折扣，扣人心弦的夜晚，這是一個(gè)感恩狂歡夜。感恩狂歡夜后，“奧德愛(ài)心車隊(duì)“為幸運(yùn)客戶送上感恩禮，提升市場(chǎng)美譽(yù)度Belowtheline：QMten-yearsThankingforlove——ShenzhenQueenMateTen-yearsThankingCarnival

Thanksgiving：Customeron-siteThanksgiving、QueenMategratitudecustomers、InodertocustomersforThanksgivingCarnival：Auditime-limitedsalespromotionsCarnival、CarnivalofQueenMate‘s10thAnniversaryThanksgivingcarnivalnight:ThisisQueenMatetenyearsbirthdayfeast,isalsoThanksgiving,excitingcarbuyingdiscount,excitingnight,thisisaThanksgivingCarnivalnight.ThanksgivingEve,"QM"loveteamfortheluckycustomersendaThanksgivingceremony,enhancemarketreputation活動(dòng)內(nèi)容Activitycontent

線下：Below活動(dòng)流程（11月14日感恩活動(dòng)現(xiàn)場(chǎng)）活動(dòng)流程（11月14日感恩活動(dòng)現(xiàn)場(chǎng)）Activityflow

Activityflow

活動(dòng)主視覺(jué)活動(dòng)主視覺(jué)場(chǎng)地布置

Sitelayout場(chǎng)地布置Sitelayout活動(dòng)物料Campaignmaterials背景板

Backgroundboard臂貼

ArmPatch活動(dòng)物料Campaignmaterials背景板Ba感恩書Thanksgivingbook活動(dòng)物料Campaignmaterials邀請(qǐng)函Invitationcard感恩書Thanksgivingbook活動(dòng)物料Camp配合狂歡的音樂(lè)，來(lái)賓通過(guò)一條迷宮通道，通道布滿裝扮飾物，來(lái)賓可選擇一款喜歡的帶走，作為紀(jì)念。Withcarnivalmusic,gueststhroughalabyrinthchannel,channelisfulloflovelysmallornamentsaswellasThanksgivingcardguestmaychoosealoveaway,asamemorial別具心裁地活動(dòng)場(chǎng)地入口Don'tingeniousactivitiesentrance在入口身著貴族服裝的禮儀小姐做微笑迎賓。簽到區(qū)處同樣設(shè)置由身著身著貴族服裝的禮儀小姐組織來(lái)賓簽到。IntheentranceinthearistocraticclothingetiquetteMisssmilewelcome.AttendancezoneisalsoprovidedwithanobleclothingetiquetteMissorganizationguestsign-inr.迷宮通道Labyrinthchannel簽到Receptiondesk迷宮通道

Labyrinthchannel配合狂歡的音樂(lè)，來(lái)賓通過(guò)一條迷宮通道，通道布滿裝扮飾物，來(lái)賓簽到板Signboard簽到板Signboard隨處堆積的大小禮品盒，南瓜模型，節(jié)日氣球與小彩旗串，憨態(tài)可愛(ài)的小維尼熊……等等你能在感恩節(jié)見(jiàn)到的各種情景在派對(duì)狂歡圣地都能得到體現(xiàn)。在感恩大餐的長(zhǎng)條餐臺(tái)，擺放一只象征吉祥團(tuán)圓的大火雞。Everywhereispackingsizegiftboxes,pumpkinmodel,festiveballoonswithsmallflagsstring,verylovelyWinniethepooh......YoucanseeavarietyofscenariosinaThanksgivingpartycanbereflected.AtThanksgivingdinnerofthelongtable,placedasymbolofauspicioushappyturkey.現(xiàn)場(chǎng)包裝Thefieldofpackaging禮品盒Giftbox活動(dòng)桌椅Tablesandchairs南瓜模型Pumpkinmodel隨處堆積的大小禮品盒，南瓜模型，節(jié)日氣球與小彩旗串，憨態(tài)可愛(ài)滑稽的小丑為小朋友及客戶送上各種精美的小賀卡及美食，“鳥叔”團(tuán)隊(duì)以當(dāng)下最流行的江南style舞曲作主導(dǎo)，配合燈光音響效果，吸引眾人眼光。Funnyclownforsmallfriendsandcustomerstosendallkindsofexquisitesmallgreetingcardandfood;"Mou"teamtopresentthemostpopularChangjiangDeltastyledanceasdominant,withlightingandsoundeffect,toattractthepubliceye.狂歡派隊(duì)人員Orgypartystaff秀舞團(tuán)隊(duì)Dancingteam樂(lè)隊(duì)

Band服務(wù)生

Thewaiter滑稽的小丑為小朋友及客戶送上各種精美的小賀卡及美食，“鳥叔”狂歡感恩大餐Carnival,Thanksgivingdinner餐臺(tái)已被精美燭臺(tái)、漂亮的餐具及漂亮的玫瑰裝點(diǎn)一新；為客戶準(zhǔn)備了豐盛的感恩節(jié)美食:烤火雞、南瓜餅、大面包、彩色玉米棒、水果沙拉，果醬等。DiningtablehasbeenbeautifullyCandlestick,beautifultablewareandbeautifulroseanewdecorated;forcustomerstopreparedabigThanksgivingfood:roastturkey,pumpkinpie,bread,colorofcorn,fruitsalad,jametc。感恩大餐Thanksgivingdinner狂歡感恩大餐餐臺(tái)已被精美燭臺(tái)、漂亮的餐具及漂亮的玫