2014一汽大众CC上市试乘试驾活动整合营销方案.ppt

Thanks for your attention! * 一汽-大众北区CC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 Program 2010.07.24 24th July 2010 项目背景 项目目标 项目策略 项目概述 项目安排 媒体计划 执行细节 目 录 Contents Project background Project purpose Project strategy Project overview Project arrangement Media planning Executive details 项目目的 Purpose 广泛传播CC上市信息，提升CC北区范围的知名度 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 传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质 提升一汽-大众大众品牌整体形象 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 Support the sales for the whole year sales targets 对于活动重要性的认识 Awareness of the importance for activities 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 listing’s major work – with 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 list.. 对于VIP客户及媒体人员的选择——务必精准有效 For selecting the guests and media personnel - must be accurate and useful 对于活动地点选择——务必新鲜有特色 For selecting activities venue – must be to have fresh and distinctive 对于参加活动嘉宾的接待——务必周到有礼 For the reception of guests – must be thoughtful and courteous 对于试乘试驾活动安排——务必体现CC优越性能 For arranging the test drive – must fully expressing CC excellence performance 对于试乘试驾路线安排——务必体现CC的优雅动感 Arrangements for the test drive route - be sure to reflect CC‘s elegant dynamic 对于试驾之后的报道跟踪——务必紧密有节奏 For the after test drive report – must be close and orderly CC试乘试驾的“六个务必” CC test drive’s six must 项目策略来源 Strategy 根据对CC特质、目标人群及竞品的分析，推出本次活动的概念： 不