執(zhí)行方案某汽車二手車特殊限購城市的置換支持活動課件

特殊限購城市的置換支持活動

Replacementsupportactivityforspecialpurchasingrestraintcities

GAAC.2012.08.21特殊限購城市的置換支持活動

Replacementsupp活動目的ActivityPurpose

乘借二手車置換不受限購的東風(fēng)，加強奧迪二手車業(yè)務(wù)宣傳推廣，吸引有意換車的客戶選擇奧迪二手車業(yè)務(wù)Withtheadvantagethatsecond-handcarreplacementisnotrestrainedbythecarpurchasingrestraintpolicy,strengthenthepropagandaandpromotionofAudisecond-handcarbusiness,attractintentclienttoselectAudisecond-handcarbusiness讓更多的客戶了解二手車置換的好處，了解奧迪二手車置換業(yè)務(wù)的優(yōu)勢，對奧迪二手車業(yè)務(wù)產(chǎn)生好感Promotemoreclientstorealizetheadvantagesofsecond-handcarreplacementandAudisecond-handcarreplacementbusiness,andarousetheirfavortoAudisecond-handcarbusiness提升奧迪二手車置換業(yè)務(wù)，促進經(jīng)銷商潛在集客置換轉(zhuǎn)化，以置換的方式換購奧迪新車型IncreasetheAudisecond-handcarreplacementbusiness,promotedealerstotransferpotentialclientstopurchaseAudinewcarsthroughreplacement.活動目的ActivityPurpose乘借二手車置換不奧迪品薦二手車廣州限購樂換專場Audiappreciationsecond-handcarGuangzhoucarpurchasingrestrainthappyreplacementspecial

打造一場類似派對形式的活動，格調(diào)輕松愉快，嘉賓參加活動恍如參加派對一樣，在輕松的環(huán)境中接受奧迪品薦二手車的信息滲透。Developthepartymodeactivitywithhappynature,makeguestsfeellikeinthepartytoattendtheactivity,andaccepttheAudiappreciationsecond-handcarinthecomfortableenvironment.活動策略Activitystrategy

讓充滿愉悅的事情做得更加的歡樂Dothepleasantthinghappier

一場歡樂的置換派對Ahappyreplacementparty

奧迪品薦二手車廣州限購樂換專場Audiappreciati活動策略Activitystrategy

歡樂置換派對HappinessReplacementparty

Party的氛圍Partyatmosphere

參照Party的形式布置現(xiàn)場，營造氣氛，讓嘉賓進入現(xiàn)場在視覺上既感受到濃烈的Party氛圍。SetthesiteaccordingtotheParty,createtheatmosphere,promotegueststofeelintensivePartyatmosphereonsite.設(shè)置一些具有Party氛圍的節(jié)目，活躍現(xiàn)場氣氛并引起嘉賓互動，讓嘉賓全身投入活動，在輕松愉悅的氛圍中體驗奧迪品薦二手車SetPartyatmosphereprogramstoactivatethesiteatmosphereandarouseinteractionwithguests,promotegueststoexperienceAudiappreciationsecond-handcarinthehappyandcomfortableatmosphere花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum情景布置Scenesetting會場編排Sitearranging音樂MusicParty的節(jié)目Partyprograms

活動策略Activitystrategy歡樂Party活動策略Activitystrategy

花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum活動策略Activitystrategy花式調(diào)酒表演魔目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack用小品的形式介紹奧迪品薦二手車業(yè)務(wù)、解讀限購政策、介紹限購政策出臺后二手車置換案例。以生動有趣的形式提升活動可觀性，加強嘉賓對信息的接收能力。IntroducetheAudiappreciation情景小品Sitearranging

活動亮點Activityhighlights（兩個小品，此部分請經(jīng)銷商安排人員表演）

小品一：解讀限購政策、介紹限購政策出臺后二手車置換案例OpusculumI:explainthecarpurchasingrestraintpolicy,introducethesecond-handcarreplacementcaseunderthecarpurchasingrestraintpolicy2人表演，一個扮演銷售人員，一個扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:限購政策細則Detailedrulesandregulationsoncarpurchasingrestraintpolicy限購政策出臺后的二手車置換業(yè)務(wù)Second-handcarreplacementbusiness為什么選擇二手車置換Whyselectsecond-handcarreplacementunderthecarpurchasingrestraintpolicy為什么選擇奧迪二手車業(yè)務(wù)WhyselectAudisecond-handcarbusiness二手車置換與新購車手續(xù)對比（突出置換手續(xù)簡單）Comparisononproceduresofsecond-handcarreplacementandnewcar(highlightsimpleproceduresofreplacement)二手車置換與新購車時間對比（突出置換時間短）Comparisononproceduresofsecond-handcarreplacementandnewcar(Highlightshorttimeforreplacement)小品二：介紹奧迪品薦二手車業(yè)務(wù)OpusculumII:IntroducesAudiappreciatesecondhandcarbusiness2人表演，一個扮演銷售人員，一個扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:業(yè)務(wù)特點Businessfeatures業(yè)務(wù)優(yōu)勢Businessadvantages業(yè)務(wù)流程Businessflow用小品的形式介紹奧迪品薦二手車業(yè)務(wù)、解讀限購政策、介紹限購政情景靜態(tài)展示Scenestillshow

模擬二手車置換情景的靜態(tài)分鏡展示，以人物剪影多個場景的形式逐一展示二手車置換業(yè)務(wù)優(yōu)勢，此外，人物的對話框以詼諧幽默的文字詮釋業(yè)務(wù)，增加樂趣和可讀性。Imitatesecond-handcarreplacementscenestillshow,showtheadvantagesofsecond-handcarreplacementbusinesswithfigureandscene.Additionally,thedialogueboxoffiguremayintroducethebusinesswithhumoroustextforincreasingthepleasure.活動亮點Activityhighlights

文字文字文字文字文字文字文字文字文字文字文字文字文字文字情景1Scene1情景2Scene2情景3Scene3情景4Scene4簽到入口Registrationentrance出口Exit情景靜態(tài)展示Scenestillshow模擬二手車置嘉賓活動前可收集奧迪的紙媒廣告，簽到時可換取禮品一份；（每站30份，現(xiàn)場換完即止）（此部分請經(jīng)銷商在前期傳播及邀約客戶時告知信息）活動亮點Activityhighlights

小置換大樂趣Smallreplacement,greatpleasure

客戶收集的奧迪紙介質(zhì)廣告Audipapermediaadvertisementcollectedbyguests現(xiàn)在可置換禮品Getgiftnow

置換的禮品-奧迪8GU盤Gift嘉賓活動前可收集奧迪的紙媒廣告，簽到時可換取禮品一份；（每站目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack整體概況GeneralOverview

活動規(guī)劃：廣東中奧11月10日廣州錦龍12月1日廣東君奧11月24日廣東粵奧12月8日活動主題：何懼限購置換無憂

奧迪品薦二手車廣州限購樂換專場人員構(gòu)成：共100人二手車意向置換客戶80人（經(jīng)銷商邀請）媒體10人Media

10personsVIP10人VIP10persons活動形式：二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式、二手車拍賣等整體概況GeneralOverview活動規(guī)劃：廣東活動后7天7days

aftertheactivity活動當(dāng)天Activityday

活動前1天1day

beforetheactivity活動前集客篩選客戶邀約GuestcollectionselectionCustomersinvitation

參加活動提醒Promptonattendingtheactivity

展廳活動Showroomactivity

后續(xù)跟進Trackserviceinthefuture

經(jīng)銷商店頭及電話短信形式告知客戶活動信息，邀約參加根據(jù)集客名單篩選潛力客戶，并邀約其參加活動提醒客戶準時參加活動Prompttheclientstotimelyattendtheactivity二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式UCreplacement,Newcartestdrive,Audisecond-handcarbusinessintroduction,carpurchasingrestraintpolicy---second-handcarreplacement,handoverceremony.

后續(xù)銷售跟進評估價格2個月有效Follow-upservicebysalesEvaluationpriceisvalidwithin2months整體概況GeneralOverview

階段日程規(guī)劃Agendaplanning

活動后7天活動當(dāng)天活動前1天活動前集客篩選客戶邀約參加活二手車業(yè)務(wù)趣味演示Second-handcarbusinessinterestingshow奧迪二手車業(yè)務(wù)講解IntroductiontoAudisecond-handcarbusiness限購政策二手車業(yè)務(wù)的優(yōu)勢Advantagesofsecond-handcarbusinessundercarpurchasingrestraintpolicy二手車優(yōu)惠置換政策Policiessecond-handcarreplacement新車試駕Newcartestdrive整體概況GeneralOverview

了解Understand熟知Know

解決辦法Solution

辦法的好處Advantagesofthemethod

切身體驗Personalexperience

初步了解二手車業(yè)務(wù)，產(chǎn)生好感和好奇Primarilyknowsecond-handcarbusiness,generatefavorandcuriosity.讓客戶知道換購比新購簡單方便Letclientsknowthatreplacementissimplerandmoreconvenientthanpurchasinganewcar奧迪二手車業(yè)務(wù)可以幫助客戶實現(xiàn)置換Audisecond-handcarbusinesscanassistclientstoachievereplacement奧迪二手車多重優(yōu)惠政策刺激客戶置換車輛stimualte

clients

to

replace

the

cars

with

Audi

second-hand

car

several

preferential

policies

體驗意向置換車輛Experienceintentreplacementofcar客戶信息接受流程Clientinformationreceivingflow

二手車業(yè)務(wù)趣味演示Second-handcarbusin活動流程Activityflow整體概況GeneralOverview時間Time

14:00-14:30嘉賓簽到，參觀情景展示，置換禮品Guestsregisterandvisitthesceneshow,getgift14:00-14:30暖場Warm-up14:30-14:35魔術(shù)表演，結(jié)合二手車翻新概念，與嘉賓互動等Magicianperformance,interactwithguestwiththeconceptofsecond-handcarrefitting14:35-14:45視頻：奧迪二手車業(yè)務(wù)介紹Video:Audisecond-handcarbusinessintroducethe14:45-14:50主持人開場Presenterdeclaresthebeginoftheactivity14:50-14:55總部領(lǐng)導(dǎo)致辭Headquarterleadergivesspeech14:55-15:00經(jīng)銷商領(lǐng)導(dǎo)致辭Dealerleadergivesspeech15:00-15:10視頻：經(jīng)銷商實力展示Video:dealerstrengthshow15:10-15:20小品形式：限購政策之二手車置換解讀，其他車型置換C7案例15:20-15:25互動問答InteractiveQ&A15:25-15:30中場休息，茶歇?；ㄊ秸{(diào)酒表演15:30-15:40小品形式：奧迪品薦二手車業(yè)務(wù)介紹Opusculummode:Audiappreciationsecond-handcarbusinessintroduce（經(jīng)銷商表演）15:40-15:55二手車評估Second-handcarevaluation15:55-16:00游戲，二手車價格競猜Game,second-handcarpriceguessing16:00-16:10交車儀式Handoverceremony16:10-分組體驗，新車試駕+嘉賓二手車評估+二手車拍賣（活動結(jié)束后嘉賓自行選擇參加）Groupingexperience,newcartestdrive+guestssecond-handcarevaluation+Second-handcarauction(guestsmayattendaftertheactivity)活動流程Activityflow整體概況時間Time目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack開場視頻：根據(jù)總部視頻剪輯Openingvideo：Editbasingonheadquartervideo

奧迪品薦二手車業(yè)務(wù)介紹Audiappreciationsecond-handcarbusinessintroducethe經(jīng)銷商實力展示：介紹經(jīng)銷商的規(guī)模、業(yè)務(wù)、團隊、成績，每家經(jīng)銷商一條Dealerstrengthshow:introducethedealersize,business,teamandachievements,oneforeverydealer主要環(huán)節(jié)說明Introductiononmajorprocedures

開場視頻：根據(jù)總部視頻剪輯Openingvideo：Ed限購政策解讀（情景小品形式）：Carpurchasinglimitationpolicyintroduction

(Sceneopusculummode):

廣州限購政策主要內(nèi)容MaincontentsofGuangzhoucarpurchasingrestraintpolicy限購政策下二手車置換的細則，主要說明二手車置換受限購影響較小Underthecarpurchasingrestraintpolicy,detailedrulesandregulationsonsecond-handcarreplacement,mainlyintroducethatsecond-handcarreplacementhaslessinfluencefromthecarpurchasingrestraint限購政策下二手車置換的操作辦法Underthecarpurchasingrestraintpolicy,theoperationmethodofsecond-handcarreplacement限購政策下其他型C7案例分享Underthecarpurchasingrestraintpolicy,sharethecaseofreplacingC7withC6主要環(huán)節(jié)說明Introductiononmajorprocedures

限購政策解讀（情景小品形式）：主要環(huán)節(jié)說明Introduc主要環(huán)節(jié)說明Introductiononmajorprocedures

魔術(shù)表演：Magicianperformance

結(jié)合奧迪二手車魔術(shù)翻新的概念，現(xiàn)場安排魔術(shù)表演節(jié)目，并且與臺下觀眾互動，增加互動和娛樂。（以實際執(zhí)行為準。具體為互動性近景魔術(shù)）主要環(huán)節(jié)說明Introductiononmajorp主要環(huán)節(jié)說明Introductiononmajorprocedures

花式調(diào)酒表演：Flairdrinkperformance為了增加Party的氣氛，用花式調(diào)酒表演于嘉賓互動，讓參加活動的嘉賓第一時間就感受到活動的氛圍。InordertostrengthenthePartyatmosphere,arrangeflairdrinkperformanceforinteractingwithguests,andletattendantsfeeltheactivityatmosphereassoonaspossible.主要環(huán)節(jié)說明Introductiononmajorp主要環(huán)節(jié)說明Introductiononmajorprocedures

奧迪品薦二手車業(yè)務(wù)介紹（情景小品形式，經(jīng)銷商表演）：Audiappreciationsecond-handcarbusinessintroducethe

（Opusculummode

）業(yè)務(wù)內(nèi)容Servicecontent業(yè)務(wù)流程Serviceflow業(yè)務(wù)優(yōu)勢Serviceadvantages主要環(huán)節(jié)說明Introductiononmajorp二手車價格競猜Secondhandcarpriceguessing

主要環(huán)節(jié)說明Introductiononmajorprocedures

邀請10名嘉賓分為兩組分別上臺針對臺上展車進行價格競猜，支持人扼要介紹車輛信息，嘉賓自行競猜，價格最接近的將獲得大禮一份。其余8名分別獲得參與禮品一份。競猜大獎-2份高級音箱競猜參與獎-8份奧迪車模二手車價格競猜Secondhandcarprice二手車評估Second-handcarevaluation

主要環(huán)節(jié)說明Introductiononmajorprocedures

評估師以現(xiàn)場真車為藍本，向嘉賓展示奧迪品薦二手車的科學(xué)、嚴謹?shù)脑u估流程，加深嘉賓對奧迪品薦二手車的了解。（經(jīng)銷商進行現(xiàn)場評估流程講解及演示）.二手車評估Second-handcarevaluati主要環(huán)節(jié)說明Introductiononmajorprocedures

奧迪二手車優(yōu)惠政策介紹（具體與經(jīng)銷商溝通待定）Audisecond-handcarpreferentialpolicyintroducethe置換A8L可享受原價置換優(yōu)惠A8Lreplacementmayenjoytheprivilegeofreplacingwithoriginalprice送一年汽車全險Enjoyone-yearcarfullinsurance當(dāng)天評估的嘉賓車輛，評估價2個月內(nèi)有效Theevaluationpriceisvalidwithin2monthsforthecarswhichareevaluatedontheactivityday當(dāng)天前3名置換的嘉賓額外獲得經(jīng)銷商5000元禮包Thefirst3replacementguestsmaygetadditionalRMB5000giftpackfromthedealer當(dāng)天第4-5名置換的嘉賓額外獲得經(jīng)銷商3000元禮包The4thand5threplacementguestsmaygetadditionalRMB3000giftpackfromthedealer當(dāng)天第8-6名置換的嘉賓額外獲得經(jīng)銷商2000元禮包The6thand8threplacementguestsmaygetadditionalRMB2000giftpackfromthedealer活動后結(jié)束一個月內(nèi)置換的嘉賓獲得經(jīng)銷商額外1000元禮包Guestwhoreplacecarwithin1monthaftertheactivitymaygetadditionalRMB1000giftpackfromthedealer主要環(huán)節(jié)說明Introductiononmajorp二手車置換：Second-handcarreplacement:試駕及評估完畢后，進行現(xiàn)場的二手車置換環(huán)節(jié)，主持人演示階梯式置換優(yōu)惠，吸引嘉賓踴躍置換。Aftertestdriveandevaluation,arrangesitesecond-handcarreplacement,presenterdemonstratesthelevelreplacementpreferentialmeasurestoattracttheguestsforreplacement.主要環(huán)節(jié)說明Introductiononmajorprocedures

當(dāng)天第6-8名置換的嘉賓額外獲得經(jīng)銷商2000元禮包The6thand8threplacementguestsmaygetadditionalRMB3000giftpackfromthedealer第二檔Level2第三檔Level3當(dāng)天第4-5名置換的嘉賓額外獲得經(jīng)銷商3000元禮包The4thand5threplacementguestsmaygetadditionalRMB3000giftpackfromthedealer當(dāng)天前3名置換的嘉賓額外獲得經(jīng)銷商5000元禮包Thefirst3replacementguestsmaygetadditionalRMB5000giftpackfromthedealer第一檔Level1二手車置換：Second-handcarreplacem主要環(huán)節(jié)說明Introductiononmajorprocedures

交車儀式：Handoverceremony:對前3名置換的嘉賓進行交車儀式，由總部領(lǐng)導(dǎo)或經(jīng)銷商領(lǐng)導(dǎo)向用戶頒發(fā)奧迪車鑰匙模具及禮品Presenthandoverceremonyforthefirst3replacementguests,headquarterleaderordealerleaderissueAudicarkeymouldandgifttotheclient嘉賓發(fā)表置換感言Guestsgivesemotionalspeechonreplacement交車儀式車主禮品好運豌豆龍2.0音箱龍年生肖主題，雙聲道喇叭音箱；外觀設(shè)計靈感源于中國神秘的龍文化，傳統(tǒng)與時尚完美結(jié)合的又一力作；產(chǎn)品創(chuàng)意值入時下最熱門“游戲植物大戰(zhàn)僵尸”形象元素；特殊制作工藝，形質(zhì)柔美，音色純凈。主要環(huán)節(jié)說明Introductiononmajorp輪換體驗Experiencebyturn

安排新車試駕環(huán)節(jié)，并在簽到時收集有意向試駕的嘉賓，便于在試駕時安排車輛Arrangenewcartestdrive,selectintentgueststoattendtestdrivewhenregistering,soastoarrangecarsfortestdrive選擇在經(jīng)銷商附件開闊且車流較少路段試駕，銷售人員全程陪同講解，指引客戶體驗及注意安全新車試駕+嘉賓二手車評估Newcartestdrive+guestssecond-handcarevaluation

主要環(huán)節(jié)說明Introductiononmajorprocedures

A組TeamA

嘉賓可將自己的車輛開到設(shè)定的評估地點，讓評估師評估價格，評估師并出具評估證明，以便嘉賓日后還店選擇奧迪品薦二手車業(yè)務(wù)B組TeamB

輪換安排新車試駕環(huán)節(jié)，并在簽到時收集有意向試駕的嘉賓，便于在二手車拍賣：Second-handcarauction:

經(jīng)銷商至少提前一周準備拍賣所用的二手車，并邀約廣州及周邊城市二手車經(jīng)紀公司及現(xiàn)場有意向的客戶參加拍賣會。區(qū)域?qū)⒀s拍賣公司主持拍賣會，嘉賓參加完活動后自行選擇參加拍賣會。主要環(huán)節(jié)說明

Introductiononmajorprocedures

二手車拍賣：Second-handcarauction:主要環(huán)節(jié)說明Introductiononmajorprocedures

茶歇：Teabreak:活動設(shè)置冷餐茶歇區(qū)，嘉賓在試駕或評估輪候時享受，并與來賓及銷售人員親切交談，增進感情Activitysetscoldfoodsteabreakarea,guestsmayenjoywhenexperiencetestdriveorwaitforevaluation,guestsandsaleschattogether.主要環(huán)節(jié)說明Introductiononmajorp禮品建議Suggestionongifts

簽到置換禮品：奧迪U盤憑奧迪廣告紙媒可現(xiàn)場置換。每站30份，換完即止簽到禮品Giftforregistration

普通的奧迪紙質(zhì)廣告3CommonAudipaperadvertisement3禮品建議Suggestionongifts簽到置換禮主背景板展車區(qū)簽到處顯示設(shè)備門口餐飲區(qū)場地規(guī)劃

情景靜態(tài)展示（3塊）約6M*2M(H)背景墻展車區(qū)（有車臺）無車臺主背景板展車區(qū)簽到處顯示設(shè)備門口餐飲區(qū)場地規(guī)劃

情景靜態(tài)展示謝謝！Thankyou.謝謝！特殊限購城市的置換支持活動

Replacementsupportactivityforspecialpurchasingrestraintcities

GAAC.2012.08.21特殊限購城市的置換支持活動

Replacementsupp活動目的ActivityPurpose

乘借二手車置換不受限購的東風(fēng)，加強奧迪二手車業(yè)務(wù)宣傳推廣，吸引有意換車的客戶選擇奧迪二手車業(yè)務(wù)Withtheadvantagethatsecond-handcarreplacementisnotrestrainedbythecarpurchasingrestraintpolicy,strengthenthepropagandaandpromotionofAudisecond-handcarbusiness,attractintentclienttoselectAudisecond-handcarbusiness讓更多的客戶了解二手車置換的好處，了解奧迪二手車置換業(yè)務(wù)的優(yōu)勢，對奧迪二手車業(yè)務(wù)產(chǎn)生好感Promotemoreclientstorealizetheadvantagesofsecond-handcarreplacementandAudisecond-handcarreplacementbusiness,andarousetheirfavortoAudisecond-handcarbusiness提升奧迪二手車置換業(yè)務(wù)，促進經(jīng)銷商潛在集客置換轉(zhuǎn)化，以置換的方式換購奧迪新車型IncreasetheAudisecond-handcarreplacementbusiness,promotedealerstotransferpotentialclientstopurchaseAudinewcarsthroughreplacement.活動目的ActivityPurpose乘借二手車置換不奧迪品薦二手車廣州限購樂換專場Audiappreciationsecond-handcarGuangzhoucarpurchasingrestrainthappyreplacementspecial

打造一場類似派對形式的活動，格調(diào)輕松愉快，嘉賓參加活動恍如參加派對一樣，在輕松的環(huán)境中接受奧迪品薦二手車的信息滲透。Developthepartymodeactivitywithhappynature,makeguestsfeellikeinthepartytoattendtheactivity,andaccepttheAudiappreciationsecond-handcarinthecomfortableenvironment.活動策略Activitystrategy

讓充滿愉悅的事情做得更加的歡樂Dothepleasantthinghappier

一場歡樂的置換派對Ahappyreplacementparty

奧迪品薦二手車廣州限購樂換專場Audiappreciati活動策略Activitystrategy

歡樂置換派對HappinessReplacementparty

Party的氛圍Partyatmosphere

參照Party的形式布置現(xiàn)場，營造氣氛，讓嘉賓進入現(xiàn)場在視覺上既感受到濃烈的Party氛圍。SetthesiteaccordingtotheParty,createtheatmosphere,promotegueststofeelintensivePartyatmosphereonsite.設(shè)置一些具有Party氛圍的節(jié)目，活躍現(xiàn)場氣氛并引起嘉賓互動，讓嘉賓全身投入活動，在輕松愉悅的氛圍中體驗奧迪品薦二手車SetPartyatmosphereprogramstoactivatethesiteatmosphereandarouseinteractionwithguests,promotegueststoexperienceAudiappreciationsecond-handcarinthehappyandcomfortableatmosphere花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum情景布置Scenesetting會場編排Sitearranging音樂MusicParty的節(jié)目Partyprograms

活動策略Activitystrategy歡樂Party活動策略Activitystrategy

花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum活動策略Activitystrategy花式調(diào)酒表演魔目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack用小品的形式介紹奧迪品薦二手車業(yè)務(wù)、解讀限購政策、介紹限購政策出臺后二手車置換案例。以生動有趣的形式提升活動可觀性，加強嘉賓對信息的接收能力。IntroducetheAudiappreciation情景小品Sitearranging

活動亮點Activityhighlights（兩個小品，此部分請經(jīng)銷商安排人員表演）

小品一：解讀限購政策、介紹限購政策出臺后二手車置換案例OpusculumI:explainthecarpurchasingrestraintpolicy,introducethesecond-handcarreplacementcaseunderthecarpurchasingrestraintpolicy2人表演，一個扮演銷售人員，一個扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:限購政策細則Detailedrulesandregulationsoncarpurchasingrestraintpolicy限購政策出臺后的二手車置換業(yè)務(wù)Second-handcarreplacementbusiness為什么選擇二手車置換Whyselectsecond-handcarreplacementunderthecarpurchasingrestraintpolicy為什么選擇奧迪二手車業(yè)務(wù)WhyselectAudisecond-handcarbusiness二手車置換與新購車手續(xù)對比（突出置換手續(xù)簡單）Comparisononproceduresofsecond-handcarreplacementandnewcar(highlightsimpleproceduresofreplacement)二手車置換與新購車時間對比（突出置換時間短）Comparisononproceduresofsecond-handcarreplacementandnewcar(Highlightshorttimeforreplacement)小品二：介紹奧迪品薦二手車業(yè)務(wù)OpusculumII:IntroducesAudiappreciatesecondhandcarbusiness2人表演，一個扮演銷售人員，一個扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:業(yè)務(wù)特點Businessfeatures業(yè)務(wù)優(yōu)勢Businessadvantages業(yè)務(wù)流程Businessflow用小品的形式介紹奧迪品薦二手車業(yè)務(wù)、解讀限購政策、介紹限購政情景靜態(tài)展示Scenestillshow

模擬二手車置換情景的靜態(tài)分鏡展示，以人物剪影多個場景的形式逐一展示二手車置換業(yè)務(wù)優(yōu)勢，此外，人物的對話框以詼諧幽默的文字詮釋業(yè)務(wù)，增加樂趣和可讀性。Imitatesecond-handcarreplacementscenestillshow,showtheadvantagesofsecond-handcarreplacementbusinesswithfigureandscene.Additionally,thedialogueboxoffiguremayintroducethebusinesswithhumoroustextforincreasingthepleasure.活動亮點Activityhighlights

文字文字文字文字文字文字文字文字文字文字文字文字文字文字情景1Scene1情景2Scene2情景3Scene3情景4Scene4簽到入口Registrationentrance出口Exit情景靜態(tài)展示Scenestillshow模擬二手車置嘉賓活動前可收集奧迪的紙媒廣告，簽到時可換取禮品一份；（每站30份，現(xiàn)場換完即止）（此部分請經(jīng)銷商在前期傳播及邀約客戶時告知信息）活動亮點Activityhighlights

小置換大樂趣Smallreplacement,greatpleasure

客戶收集的奧迪紙介質(zhì)廣告Audipapermediaadvertisementcollectedbyguests現(xiàn)在可置換禮品Getgiftnow

置換的禮品-奧迪8GU盤Gift嘉賓活動前可收集奧迪的紙媒廣告，簽到時可換取禮品一份；（每站目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack整體概況GeneralOverview

活動規(guī)劃：廣東中奧11月10日廣州錦龍12月1日廣東君奧11月24日廣東粵奧12月8日活動主題：何懼限購置換無憂

奧迪品薦二手車廣州限購樂換專場人員構(gòu)成：共100人二手車意向置換客戶80人（經(jīng)銷商邀請）媒體10人Media

10personsVIP10人VIP10persons活動形式：二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式、二手車拍賣等整體概況GeneralOverview活動規(guī)劃：廣東活動后7天7days

aftertheactivity活動當(dāng)天Activityday

活動前1天1day

beforetheactivity活動前集客篩選客戶邀約GuestcollectionselectionCustomersinvitation

參加活動提醒Promptonattendingtheactivity

展廳活動Showroomactivity

后續(xù)跟進Trackserviceinthefuture

經(jīng)銷商店頭及電話短信形式告知客戶活動信息，邀約參加根據(jù)集客名單篩選潛力客戶，并邀約其參加活動提醒客戶準時參加活動Prompttheclientstotimelyattendtheactivity二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式UCreplacement,Newcartestdrive,Audisecond-handcarbusinessintroduction,carpurchasingrestraintpolicy---second-handcarreplacement,handoverceremony.

后續(xù)銷售跟進評估價格2個月有效Follow-upservicebysalesEvaluationpriceisvalidwithin2months整體概況GeneralOverview

階段日程規(guī)劃Agendaplanning

活動后7天活動當(dāng)天活動前1天活動前集客篩選客戶邀約參加活二手車業(yè)務(wù)趣味演示Second-handcarbusinessinterestingshow奧迪二手車業(yè)務(wù)講解IntroductiontoAudisecond-handcarbusiness限購政策二手車業(yè)務(wù)的優(yōu)勢Advantagesofsecond-handcarbusinessundercarpurchasingrestraintpolicy二手車優(yōu)惠置換政策Policiessecond-handcarreplacement新車試駕Newcartestdrive整體概況GeneralOverview

了解Understand熟知Know

解決辦法Solution

辦法的好處Advantagesofthemethod

切身體驗Personalexperience

初步了解二手車業(yè)務(wù)，產(chǎn)生好感和好奇Primarilyknowsecond-handcarbusiness,generatefavorandcuriosity.讓客戶知道換購比新購簡單方便Letclientsknowthatreplacementissimplerandmoreconvenientthanpurchasinganewcar奧迪二手車業(yè)務(wù)可以幫助客戶實現(xiàn)置換Audisecond-handcarbusinesscanassistclientstoachievereplacement奧迪二手車多重優(yōu)惠政策刺激客戶置換車輛stimualte

clients

to

replace

the

cars

with

Audi

second-hand

car

several

preferential

policies

體驗意向置換車輛Experienceintentreplacementofcar客戶信息接受流程Clientinformationreceivingflow

二手車業(yè)務(wù)趣味演示Second-handcarbusin活動流程Activityflow整體概況GeneralOverview時間Time

14:00-14:30嘉賓簽到，參觀情景展示，置換禮品Guestsregisterandvisitthesceneshow,getgift14:00-14:30暖場Warm-up14:30-14:35魔術(shù)表演，結(jié)合二手車翻新概念，與嘉賓互動等Magicianperformance,interactwithguestwiththeconceptofsecond-handcarrefitting14:35-14:45視頻：奧迪二手車業(yè)務(wù)介紹Video:Audisecond-handcarbusinessintroducethe14:45-14:50主持人開場Presenterdeclaresthebeginoftheactivity14:50-14:55總部領(lǐng)導(dǎo)致辭Headquarterleadergivesspeech14:55-15:00經(jīng)銷商領(lǐng)導(dǎo)致辭Dealerleadergivesspeech15:00-15:10視頻：經(jīng)銷商實力展示Video:dealerstrengthshow15:10-15:20小品形式：限購政策之二手車置換解讀，其他車型置換C7案例15:20-15:25互動問答InteractiveQ&A15:25-15:30中場休息，茶歇?；ㄊ秸{(diào)酒表演15:30-15:40小品形式：奧迪品薦二手車業(yè)務(wù)介紹Opusculummode:Audiappreciationsecond-handcarbusinessintroduce（經(jīng)銷商表演）15:40-15:55二手車評估Second-handcarevaluation15:55-16:00游戲，二手車價格競猜Game,second-handcarpriceguessing16:00-16:10交車儀式Handoverceremony16:10-分組體驗，新車試駕+嘉賓二手車評估+二手車拍賣（活動結(jié)束后嘉賓自行選擇參加）Groupingexperience,newcartestdrive+guestssecond-handcarevaluation+Second-handcarauction(guestsmayattendaftertheactivity)活動流程Activityflow整體概況時間Time目錄Contents

活動背景ActivityBackground

活動目的ActivityPurpose

活動策略Activitystrategy

活動亮點Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費用預(yù)算Projectbudget

目錄Contents活動背景ActivityBack開場視頻：根據(jù)總部視頻剪輯Openingvideo：Editbasingonheadquartervideo

奧迪品薦二手車業(yè)務(wù)介紹Audiappreciationsecond-handcarbusinessintroducethe經(jīng)銷商實力展示：介紹經(jīng)銷商的規(guī)模、業(yè)務(wù)、團隊、成績，每家經(jīng)銷商一條Dealerstrengthshow:introducethedealersize,business,teamandachievements,oneforeverydealer主要環(huán)節(jié)說明Introductiononmajorprocedures

開場視頻：根據(jù)總部視頻剪輯Openingvideo：Ed限購政策解讀（情景小品形式）：Carpurchasinglimitationpolicyintroduction

(Sceneopusculummode):

廣州限購政策主要內(nèi)容MaincontentsofGuangzhoucarpurchasingrestraintpolicy限購政策下二手車置換的細則，主要說明二手車置換受限購影響較小Underthecarpurchasingrestraintpolicy,detailedrulesandregulationsonsecond-handcarreplacement,mainlyintroducethatsecond-handcarreplacementhaslessinfluencefromthecarpurchasingrestraint限購政策下二手車置換的操作辦法Underthecarpurchasingrestraintpolicy,theoperationmethodofsecond-handcarreplacement限購政策下其他型C7案例分享Underthecarpurchasingrestraintpolicy,sharethecaseofreplacingC7withC6主要環(huán)節(jié)說明Introductiononmajorprocedures

限購政策解讀（情景小品形式）：主要環(huán)節(jié)說明Introduc主要環(huán)節(jié)說明Introductiononmajorprocedures

魔術(shù)表演：Magicianperformance

結(jié)合奧迪二手車魔術(shù)翻新的概念，現(xiàn)場安排魔術(shù)表演節(jié)目，并且與臺下觀眾互動，增加互動和娛樂。（以實際執(zhí)行為準。具體為互動性近景魔術(shù)）主要環(huán)節(jié)說明Introductiononmajorp主要環(huán)節(jié)說明Introductiononmajorprocedures

花式調(diào)酒表演：Flairdrinkperformance為了增加Party的氣氛，用花式調(diào)酒表演于嘉賓互動，讓參加活動的嘉賓第一時間就感受到活動的氛圍。InordertostrengthenthePartyatmosphere,arrangeflairdrinkperformanceforinteractingwithguests,andletattendantsfeeltheactivityatmosphereassoonaspossible.主要環(huán)節(jié)說明Introductiononmajorp主要環(huán)節(jié)說明Introductiononmajorprocedures

奧迪品薦二手車業(yè)務(wù)介紹（情景小品形式，經(jīng)銷商表演）：Audiappreciationsecond-handcarbusinessintroducethe

（Opusculummode

）業(yè)務(wù)內(nèi)容Servicecontent業(yè)務(wù)流程Serviceflow業(yè)務(wù)優(yōu)勢Serviceadvantages主要環(huán)節(jié)說明Introductiononmajorp二手車價格競猜Secondhandcarpriceguessing

主要環(huán)節(jié)說明Introductiononmajorprocedures

邀請10名嘉賓分為兩組分別上臺針對臺上展車進行價格競猜，支持人扼要介紹車輛信息，嘉賓自行競猜，價格最接近的將獲得大禮一份。其余8名分別獲得參與禮品一份。競猜大獎-2份高級音箱競猜參與獎-8份奧迪車模二手車價格競猜Secondhandcarprice二手車評估Second-handcarevaluation

主要環(huán)節(jié)說明Introductiononmajorprocedures

評估師以現(xiàn)場真車為藍本，向嘉賓展示奧迪品薦二手車的科學(xué)、嚴謹?shù)脑u估流程，加深嘉賓對奧迪品薦二手車的了解。（經(jīng)銷商進行現(xiàn)場評估流程講解及演示）.二手車評估Second-handcarevaluati主要環(huán)節(jié)說明Introductiononmajorprocedures

奧迪二手車優(yōu)惠政策介紹（具體與經(jīng)銷商溝通待定）Audisecond-handcarpreferentialpolicyintroducethe置換A8L可享受原價置換優(yōu)惠A8Lreplacementmayenjoytheprivilegeofreplacingwithoriginalprice送一年汽車全險Enjoyone-yearcarfullinsurance當(dāng)天評估的嘉賓車輛，評估價2個月內(nèi)有效Theevaluationpriceisvalidwithin2monthsforthecarswhichareevaluatedontheactivityday當(dāng)天前3名置換的嘉賓額外獲得經(jīng)銷商5000元禮包Thefirst3replacementguestsmaygetadditionalRMB5000giftpackfromthedealer當(dāng)天第4-5名置換的嘉賓額外獲得經(jīng)銷商3000元禮包The4thand5threplacementguestsma