一汽大众CC汽车(成都)西部地区上市试驾活动策划方案.ppt

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1、,一汽大众CC西部区域上市公关活动策划案,驾CC 德生活,Driving CC,Living with Morality,Public Relations Activity Plan for FAW-VW CC Release in Western China,目录/contents,Part01,Part02,营销推广策略 Promotion Strategy,公关活动计划 Public Relations Activity Plan,营销推广策略 Promotion Strategy,产品分析 Product Analysis 核心竞品分析 Core Competitive Product

2、 Analysis 目标消费者分析 Target Consumer Analysis 营销推广策略总结 Conclusion of Promotion Strategy,产品分析 Product Analysis,核心卖点：动感优雅的外观设计、超越同级车的科技感和舒适度、突出的操控性和安全性,全球工业设计界顶级荣誉，红点奖最高奖项红点最佳设计品质奖获奖作品 外观设计高档动感、优雅大气，内饰搭配同样不失豪华气质 拥有远超主流B级车的科技感和高级感 TSI发动机和DSG变速箱的结合让CC同时拥有赛车般的提速和豪车般的平稳 端科技的驾驶辅助系统和各式标配部件让CC的操控性和安全性相比同级轿车更是高出

3、一筹,产品分析 Product Analysis,Top honors in global industrial design field,the highest award of Red Dot Award Red Dot Optimum Design Quality Award work Appearance design is upscale,dynamic,elegant and generous,and the upholsteries are also luxury.The sense of science and technology and high grade sense f

4、ar exceed the main stream B-class cars.The combination of TSI engine and DSG gear-box makes CC have both speeding up ability as racing cars and stability as luxury cars.With cutting-edge technological driver assistant system and various standard configurations,the handling and safety of CC towers ab

5、ove other cars in the same class.,Unique Selling Proposition:dynamic and elegant appearance design,superior scientific and technological sense and conformity to other cars of the same class,outstanding handling and safety,核心竞品分析 Core Competitive Product Analysis,核心竞品分析 Core Competitive Product Analy

6、sis,他们是潮流新贵，比较关注新潮的事物，注重产品技术层面的特色 As fashion up stars,they are focusing on modern things and putting emphasis on the technical characteristics of products.他们多为男性，年龄在25-40岁之间 Most of them are male between 25 years old to 40.他们喜欢旅游与户外活动，积极参加社交活动且爱好广泛 They like travel and outdoor activities,and activel

7、y go out and are versatile in tastes.他们是企业中层管理者，或是具有一定层次和品味的私企业主 They are middle managers in enterprises or business owners of private enterprises with certain level and taste.他们注重车辆的外观、品牌和品质，对品牌和个性有独特的理解 They pay attention to the appearance,brand and quality of the cars.,目标消费者分析 Target Consumer Ana

8、lysis,通过对一汽大众CC产品特点、竞争车型和目标消费群体的分析，我们认为要将一汽大众CC的各项产品属性更好的传递给媒体、客户及经销商，仅仅通过广告和促销等手段是不够的，我们让他们能够更近距离的接触CC才能更多的了解CC。于是我们总结出所要使用的营销推广手段：,体验式营销,通过一场近距离体验活动，向西部区经销商和媒体传递一汽大众CC的产品特色：,一汽大众CC新车上市试驾活动,营销推广策略总结 Conclusion of Promotion Strategy,Through the analysis of product characteristics,competing car type

9、and target consumer of FAW-VW CC,we believe that it is not enough to better convey the product attributes of FAW-VW CC to media,customers and distributors by such means as advertisements and promotions.They can have a better understanding about CC if having close contact with them.Therefore,we concl

10、ude promotion methods which will be used:,Experiencing Marketing,Convey product characteristics of FAW-VW CC to distributors and media in West China through close experience activity:,Test Drive for New FAW-VW CC Release,营销推广策略总结 Conclusion of Promotion Strategy,公关活动计划 Public Relations Activity Plan

11、,媒体策略 Media Strategy 活动策略 Activity Strategy 活动执行 Activity Execution 费用预算 Expense Budget,媒体策略 Media Strategy,整体推广策略 Overall Promotion Strategy,媒体策略 Media Strategy,媒体策略 Media Strategy,媒体策略 Media Strategy,推荐媒体名单 Suggested Media List,媒体策略 Media Strategy,推荐媒体名单 Suggested Media List,我们经过对一汽大众CC的目标消费群体特性以及

12、CC产品特性的分析，提出本次一汽大众CC西区上市及试驾活动的主题,驾CC 德生活,活动策略活动主题,Activity Strategy Activity Theme,We put forward this theme of Test Drive for FAW-VW CC Release(Western China),after analyzing the characteristics of target consumers and CC product features,Driving CC,Living with Morality,驾CC 德生活,两层寓意：1、“德国巴登巴登风情”的闲适

13、生活体验 Leisurely and comfortable life experience of“Germany Baden-Baden amorous feeling style”2、CC性能和配置的深度体验 Deep experience of CC performance and configuration,活动策略主题阐释,Activity Strategy Theme Explanation,Driving CC,Living with Morality,以德国巴登巴登风情小镇为原版精心打造的度假胜地Holiday resort meticulously made,based on

14、 the Germany Baden-Baden Amorous Feeling Town,活动策略活动地点选择（成都大邑花水湾巴登小镇）Activity Strategy Selecting Activity Location(Baden Town,Huashuiwan,Dayi,Chengdu),群山环抱下的恒温68C天然温泉，五星级度假酒店所提供的完善休闲娱乐配套，海拔600m处的原生态休闲区、空气中90%以上的负离子含量，平坦的景区内道路Natural hot spring surrounded by mountains with constant temperature 68C,pe

15、rfect leisure and entertainment facilities provided by five-star resort hotel,original ecologic recreational area in the elevation of 600m,with 90%content of negative ions,road in flat scenic spot,活动策略活动地点选择（成都大邑花水湾巴登小镇）Activity Strategy Selecting Activity Location(Baden Town,Huashuiwan,Dayi,Chengdu

16、),成都市区,花水湾,花水湾温泉度假区地处国家级旅游度假区大邑县花水湾小镇，距离成都市中心90公里，约75分钟车程，全程经过成温邛高速公路（44公里）及大邑旅游快速通道（38公里）Huashuiwan Hot Spring Holiday Resort,lying in National Tourism Holiday Resort-Huashuiwan Town,Dayi County,is 90km from the downtown of Chengdu,driving for 75 minutes.The whole journey will pass Cheng-Wen-Qiong

17、expressway(44km)and Dayi Tourism hyper-channel(38km).,90KM,活动策略活动地点选择（成都大邑花水湾巴登小镇）Activity Strategy Selecting Activity Location(Baden Town,Huashuiwan,Dayi,Chengdu),一场寄情山水之间的新车发布会 A New Car Conference Close to Nature 一次放飞心灵的试驾体验 A Test Drive Experience Flying Ones Heart一次德国巴登巴登风情的温泉度假休闲之旅 A Hot Sprin

18、g Relaxation Travel of Germany Baden-Baden Amorous Feeling Style,活动主题：驾CC 德生活 一汽大众CC（西区）上市试驾活动活动时间：2010年8月2022日活动地点：成都大邑花水湾温泉度假小镇参与人员：经销商100人 媒体记者3050人 事业部58人 活动规模：约150人,活动执行活动概述Activity Execution Activity Summary,Activity Theme:Driving CC,Living with Morality Test Drive for FAW-VW CC Release(Wester

19、n China)Activity Time:August 20-22,2010Activity Location:Huashuiwan Hot Spring Holiday Town,Dayi County,Chengdu CityParticipants:Distributors 100,Media reporters 30-50,Business Division 5-8 Activity scale：about 150,活动执行活动概述Activity Execution Activity Summary,活动执行总体行程安排,Activity ExecutionOverall Trav

20、el Planning,第一天8月20日The First DayAugust 20,第二天8月21日The Second DayAugust 21,第三天8月22日The Third DayAugust 22,16：00媒体与经销商乘到达花水湾16:00 Media and distributors arrive at Huashuiwan,18：00来宾晚餐时间18:00 Dinning time,9：30来宾统一乘坐大巴返回成都9:30 Participants go back to Chengdu by bus,17：30入住花水湾名人度假酒店17:30 Check in Huashu

21、iwan Celebrity holiday Hotel,20：00一汽大众CC新车上市发布会20：00 FAW-VW CC Release Conference,9：009：30试驾培训9:00-9:30 Training for test drive,9：3012：30媒体试驾9:30-12:30 Test drive for media,13：3017：30经销商试驾13:30-17:30 Test drive for distributors,花水湾名人度假酒店介绍Introduction to Huashuiwan Celebrity Holiday Hotel,花水湾名人度假酒店是

22、一家由中铁二局斥资22亿打造的由城市名人酒店集团管理的五星度假酒店。是西南地区最大的温泉水会酒店。酒店占地3万多平方米，有日、泰、中各式度假别墅8栋，各类客房201间（套）。温泉水会是酒店的一大亮点，酒店拥有65种特色汤池，集道教养生，治疗保健，美容美体于一体。,Huashuiwan Celebrity Holiday Hotel is a five star hotel under the management of Celebrity City Hotel Group,constructed by China Railway Erju Co.,Ltd.with RMB2.2 billion

23、.,It is the largest hot spring water conference hotel in Southwest China.This hotel,with more than 30 thousand square meters,has 8 holiday villas of Japanese,Thai and Chinese style,as well as 201 various guest rooms.Hot spring water conference is a light spot of the hotel.There are 65 kinds of speci

24、al pools,combining Taoism health promotion,curative health care and cosmetics and body beauty.,活动执行接待流程Activity Execution Reception Process,1、来宾签到：所有来宾在酒店大堂签到，由工作人员为来宾办理入住手续，同时发放活动参与证，就餐券、活动礼品及统一的服装Signing in of the Guests:All the guests should sign in at the hotel hall.The workers are responsible f

25、or checking in and giving out activity participating certificates,meal tickets,activity gifts and unified dresses.2、来宾房间安排：根据媒体和经销商的不同身份，对来宾的房间进行分配，同时告知来宾晚上新车发布会的时间，提醒其准时到场Room Arrangement of the Guest:Arrange their rooms according to different media and distributors,and inform them the time of new

26、car release conference for their punctual arrival.3、晚宴：来宾酒店房间安顿妥当之后，来宾凭餐券至酒店餐厅享用自助餐Dinner:After settling down,guests can go to canteen for buffet with their meal tickets.,活动执行现场区域规划Activity Execution Live Regional Planning,花水湾名人度假酒店Huashuiwan Celebrity Holiday Hotel,新车发布仪式场地New car release ceremony

27、site,试驾线路Test drive line,花水湾小镇入口Entrance to Huashuiwan Town,活动执行新车发布会场地规划Activity Execution New Car Release Conference Site Planning,新车发布会场地紧靠酒店，位于酒店温泉水会旁的空地，整个区域面积在600左右，为新车发布会提供了充足的空间Cars Release Conference Site,lying in the clearing beside hot spring water conference site,is close to hotel.The wh

28、ole area is about 600m2,which provided sufficient space for new car release conference.,Flyover,20 x30m,温泉水会,20 x3.6m,20 x3.6m,21x6m,旋转舞台,温泉水会,活动执行新车发布会场地规划Activity Execution New Car Release Conference Site Planning,新车发布会现场效果图Design Sketch of New Car Release Conference Site,新车发布会现场效果图Design Sketch o

29、f New Car Release Conference Site,新车发布会现场效果图Design Sketch of New Car Release Conference Site,新车发布会现场效果图Design Sketch of New Car Release Conference Site,来宾签名墙 Guest Signature wall,来宾进入仪式区之前将在签名背景板上签名，签名背景板两侧以独特花艺装饰Before entering the ceremony area,guests shall sign their names on the signature backgr

30、ound plate,decorated with unique floriculture on both sides.来宾签名后由礼仪小姐引领进入观礼区入座signing,guests will go into the ceremony watching area and sit down,guided by Miss Etiquettes.,活动执行新车发布会活动内容Activity Execution Content of New Car Release Conference Site,暖场环节 Warming up Stage,来宾入场后，现场播放暖场音乐，大屏幕显示CC定格画面画外音

31、将适时提示现场来宾活动进程After the entering of the guests,warming up music is played lively.The large screen displays freezing frame of CC.Off-screen voice will inform the guests of activity process in good time.,活动执行新车发布会活动内容Activity Execution Content of New Car Release Conference Site,开场节目+新车发布Opening Program

32、+New Car Release,画外音提示活动正式开始，大屏幕播放CC广告VCR之后由享有“芭蕾皇后”美誉的芭蕾舞演员朱妍带来一段优雅惊艳的芭蕾，配合小提琴的乐曲，诠释出CC的动感与优雅，在舞蹈最后引出我们的上市仪式的主角CCOff-screen voice prompts the formal beginning of the activity.After the VCR of advertisement for CC is displayed by large screen,the Queen of Ballet-Zhu Yan will bring an elegant and bre

33、athtaking ballet,accompanied by violin melody,which gives full expression of the dynamic and elegance of CC.At the end of the dance,we will introduce the hero of the ceremonyCC.,活动执行新车发布会活动内容Activity Execution Content of New Car Release Conference Site,一辆全新CC将驶入舞台，在旋转舞台上停驻CC出场时将配合烟机和灯光效果营造气氛A brand

34、new CC will be driven on the stage,and stops on the revolving stage.When CC appears,we will create atmosphere by combining fume extractor and light effect.,“芭蕾皇后”朱妍 The Queen of BalletZhu Yan,朱妍，国家一级演员，中央芭蕾舞团首席主演。曾主演过大型舞剧天鹅湖、堂.吉诃德、睡美人、吉赛尔、海盗、仙女、胡桃夹子、大红灯笼高高挂、泪泉和希尔薇娅及练习曲、春之祭等当代作品，并在乔治.巴兰钦的多部芭蕾作品中担任主要角

35、色。1994年获得第六届巴黎国际芭蕾舞比赛“巴黎歌剧院发展协会奖”；1998年获得第十八届瓦尔纳国际芭蕾舞比赛成年组女子金奖 及“总统夫人艺术表演特别奖”；1999年受邀瑞典皇家芭蕾舞团客席主演仙女；2000年受邀参加美国维利艺术节；2002年6月应邀赴新西兰国家芭蕾舞团客席主演天鹅湖,“芭蕾皇后”朱妍 The Queen of BalletZhu Yan,Zhu Yan,the State first-class dancer and the chief dancer of National Ballet of China,has once been the main performer i

36、n these full-length dance dramas like Swan Lake,Don Quixote,Sleeping Beauty,Giselle,The Vikings,Fairy,Nut Cracker,Raise the Red Lantern,The Fountain of Bakhchisarai and Sylvia as well as these modern ballets like Island Etude and Rite of Spring,and performed as the dominant role in multiple George B

37、alanchines ballets.In 1994,she won the Paris Opera Development Association Award in the Paris International Ballet Competition;in 1988,she won the Gold Award of Womens Senior Team in the 18th International Ballet CompetitionVarna and the Presidents Lady Artistic Performance Special Award;in 1999,she

38、 was the guest main performer in the Fairy as requested by the Royal Sweden Ballet;in 2000，she was invited to attend the American Willy Art Festival;In Jun,2006,she was the guest main performer in the Swan Lake as requested by the Royal New Zealand Ballet.,新车发布现场效果 Spot Effect of New Car Release,领导致

39、辞Leaders Address,新车亮相之后，由一汽大众厂家和西部区领导登台致辞After new car is on the stage,FAW manufacturer and leaders of Western China go up to the stage to give speech.,活动执行新车发布会活动内容Activity ExecutionContent of New Car Release Conference Site,活动执行新车发布会活动内容Activity ExecutionContent of New Car Release Conference Site,

40、新车讲解 New Car Explanation,新车讲解将突出表现一汽大众CC的设计感和配置与性能的特色New car explanation will highlight the characteristics of design,configuration and performance of FAW-VW CC.分别由三位独具代表性的人士引出CC的各项特性的讲解，突出表现CC的优雅、魅力与运动性,中国高尔夫第一人张连伟,诠释CC 舒适和更富于驾驶乐趣,突显CC的魅力，驾驶高级轿车的优越感,“中国钢琴王子”吴驰,著名模特张思思,演绎CC优雅的完美设计,高档大气，强劲有力的前端设计优雅，饱

41、含运动激情的侧面设计前后呼应，层次分明的尾部设计豪华车专有无框车门，全景天窗,先进智能辅助驾驶系统 最令人放心的安全性能 最舒适便捷的驾乘环境,国际领先的TSI+DSG 全新优化的底盘系统,中国钢琴王子 吴驰 旅居荷兰的川籍青年钢琴家，曾被德国、荷兰等地报刊称为“神奇的演奏”、“天才演奏家”等。因是第一次在荷兰李斯特国际钢琴比赛上获奖的中国钢琴家而获得“中国钢琴王子”的美誉。吴驰先后多次在国内外荣获大奖。1993年获“樵生杯”钢琴比赛第一名；1994年由国家文化部选派参加德国艾特林根国际钢琴比赛获第二名；1996年参加在荷兰举办的第四届李斯特国际钢琴比赛获第三名（第二名空缺）。,04中国精英模

42、特大赛亚军 张思思 2004年，年仅十七岁的成都女孩张思思，获得了世界精英模特大赛中国区亚军。一举成名，后赴巴黎学习服装设计，并在巴黎时尚T台上崭露头角,中国高尔夫第一人 张连伟 张连伟，中国高尔夫球员。男，1965年5月2日出生于广东。1994年底，通过了职业高尔夫球员的达标赛，成为中国首批职业高尔夫球手之一。他世界排名第158位，列亚洲第五，中国第一。2010年2月，张连伟受聘为中国高尔夫协会委员，也是国内第一位球员成为中高协的委员。,来宾自由参观 Free Visit for Guests,发布会的最后，为来宾提供近距离接触参观CC的机会At the end of the release

43、 conference,an opportunity will be given to the guests to have a close touch to CC同时配合2名着礼服的车模进行现场展示Meanwhile,new car will be displayed on spot,with 2 car show girls dressing in ceremonial dresses.,搭配车模的造型：透着尊贵奢华、典雅大方的气质Collocating car show girls poses:noble luxurious,elegant and graceful temperamen

44、t,活动执行新车发布会活动内容Activity ExecutionContent of New Car Release Conference Site,活动执行新车发布会活动流程（8月20日）Activity Execution New Car Release Conference Activity Process(Aug.20),活动执行新车发布会现场人员安排Activity ExecutionPersonnel Arrangement of New Car Release Conference Site,活动执行试驾会等候及体验区场地规划Activity Execution Test Dr

45、ive Waiting and Experience Area Site Planning,温泉水会Spring Water Conference Area,展车区Displaying Area,体验区,试驾等候区（篷房）Test Drive Waiting Place(tent house),Experience Area,试驾会等候及体验区整体效果示意Integral Design Sketch of Test Drive Waiting and Experience Area,试驾等候区：将篷房作为试驾等候的区域，为参与试驾的媒体及经销商准备休息桌椅，并安排餐点及饮料供其随意取用。并准备

46、展板对试驾线路、CC车型技术信息等进行展示说明,Test Drive Waiting Area:As the test drive waiting area,there are desks and chairs for the participating media and distributors to have a rest in the tent house.Meal and drinks are for them to help themselves.A display board will be prepared for the instruction of driving line

47、 and technological information of CC.,试驾等候区效果示意 Design Sketch of Test Drive Waiting Area,展车区：准备一辆CC进行户外展示，来宾在等候试驾的过程中，可对CC的内饰及其娱乐信息系统等配置进行体验,体验区效果示意 Design Sketch of Experience Area,Car Displaying Area:A prepared CC will be displayed outdoors.When guests are waiting for test drive,they can experienc

48、e the upholsteries and configurations such as entertainment information system.,体验区：安排一辆本田思博睿、一辆丰田锐志和一辆CC进行对比体验，直观的感受CC相对于另外两款车的优越之处，同时来宾在该区域可驾驶CC体验其智能驻车辅助系统、倒车辅助系统等功能,展车区效果示意 Design Sketch of Car Displaying Area,Experience Area：A Honda Spirior and a Toyota Reiz will be compared with CC.The visual e

49、xperience tells them that CC is superior to another 2 cars.Besides,guests can drive CC in this area to experience such functions as I-parking assist system and reverse aid system.,试驾线路从酒店开始，途径花水湾王山别墅项目一期、二期，再回到酒店。全长近3公里。其中山地路段近一半，形成一个环线Test drive line circuits from hotel,pass Huashuiwan Wangshan Vil

50、la Project Phase 1 and Phase 2,and then back to hotel.,活动执行试驾线路规划Activity Execution Test Drive Line Planning,花水湾名人度假酒店Huashuiwan Celebrity Holiday Hotel,山地路段Mountain Road,试驾线路实景Actual picture of test drive line,百米加速、刹车测试路段Speed up with 100m and braking test road section,ACC自适应巡航功能、车道偏移警示功能演示路段Adapti