2010年一汽大众-东区销售事业部宝来活动策略方案.pdf

东区销售事业部 宝来活动策略方案宝来活动策略方案 Bora Event Strategy Program For NSC2 2010.7 Contents  区域市场分析区域市场分析 Regional market analysis  活动规划策略 Event planning strategy  行动计划 Action program  活动策划及创意 Event planning creative 前言/Preface 产品产品，无论是有形的物无论是有形的物还是无形的服务是无形的服务，对消费者而言对消费者而言，最终都是由效能最终都是由效能比或服务品质感知体验所决定或服务品质感知体验所决定！ Products, whether quantitative matters or intangible services, for the consumers are determined by performance ratio or service quality felt experience! “吸引我的一定是品质，留住我的一定是服务” ““We were attracted by quality ，We were kept by service” 这是当前逐渐成熟的国内汽车消费者的心声！ This is the currently mature domestic auto consumers voice! 对区域市场的各4S店而言，这是实现他们销售目标必须重视的前提！ This is the currently mature domestic auto consumers voice! For the regional market 4S shop, this is the premise to achieve their sales target that they must pay attention to! 宝来产品分析/Bora Product Analysis 从产品端看 From the product 定位/Located 充满驾乘乐趣的紧凑型家庭轿车 FFullll ddriiviing ffun compactt ffamilily car 核心竞争优势 Core competitive advantages 品牌/形象 造型/空间造型/空间 动力/安全/工艺 Power Brand/image Modeling/space / Safety / Process •大众品牌的良好形象 • 典型的大众品牌造型特征 •先进的TSI+DSG组合 极具竞争优势的A级轿车 Highly competitive •宝来品牌的口碑效应 • 造型融入中国元素 •先进工艺、卓越品质 A-class car •和谐的内部大空间设计 •高安全标准 宝来产品分析/Bora Product Analysis 从市场看 From the market 至今年至今，，99年的品牌积淀和月销售量过万年的品牌积淀和月销售量过万业绩证明了宝来的优势业绩证明了宝来的优势！！ 但对于东区市场，宝来面临的环境和自身的表现又如何呢？ 环境环境 Environment •东区市场幅员辽阔同时又是多个