当前位置:首页 >> 营销/活动策划 >>

2019一汽大众CC上市试乘试驾活动整合营销方案-文档资料_图文

目 录 Contents

? 项目背景 ? 项目目标 ? 项目策略

Project background

Project purpose
Project strategy Project overview Project arrangement Media planning Executive details

? 项目概述
? 项目安排

? 媒体计划
? 执行细节

项目背景 Project background
? 7月15日在上海举行CC上市发布会,面向全国媒体和
经销商传递产品亮点,以及价格信息。 ? 各地经销商结合产品调性、利益点在各地举办CC上 市活动,使全国各地媒体及消费者了解CC特点。

July 15 CC listed in Shanghai, for the national media and

dealers deliver product highlights and price information.
Dealers combined products characteristics , interest points organized cc listed activities around the country, so that the media and consumers can know about characteristics of CC.

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 brand's 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..

CC试乘试驾的“六个务必” CC test drive’s "six must"
? ? ? ? ? ? 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

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: 不是简单的试乘试驾,而是CC的全方位完美体验
According to CC’s characteristics, target customers and the introduction of competing products difference to develop this this event concept :CC360 ° all-round perfect experience

项目策略 Strategy
策略来自于CC特质
Strategy from the CC characteristics
创新科技 CC interior and intelligent design

流线型轿跑车车身设计;无 框车门;全景天窗;拉丝铝 金属饰板;
Streamlined coupe body design Smart, luxurious, elegant

完美设计
CC Appearance

自适应巡航系统;预碰撞安全系 统;车道保持系统;智能泊车辅 助系统;后视影像系统。
Intelligent Driver Assistance Systems Comfortable, luxurious, personalized

舒适驾乘
丹拿音响;运动舒适型座 椅;多功能方向盘带换档 拨片,特别降噪措拖。
Frameless doors / panoramic sunroof Leisure, modern, rich taste

Differential configuration

动力无限
CC Engine 2.0TSI涡轮增压直喷发动机∕6速DSG双离合变速器, 动力澎湃、速度激情。
2.0TSI turbo direct injected engine / six-speed DSG dual-clutch gearbox Power surge, speed passion

注:紧密依托产品性能,设置新颖的试乘试驾方式,用全方位360°的方法展现CC 的特质与出众之处……
Note: Closely rely on product performance, set the novel test drive mode, with full 360-degree method of showing the characteristics and outstand of CC .

项目策略 Strategy
策略来自于CC目标人群
The CC strategy from target population

富有活力 Dynamic

开拓创新 Innovation

运动休闲
Sports &Leisure

品位高雅
High-grade

购车消费特点:Auto consumption characteristics:
?对车辆外观、品牌和品质有很高的要求 The appearance,
brand and quality of the vehicle with high requirements

充分考虑目标人群的感受,在试乘试驾中 全方位360°感受CC的优雅与卓越品质…
Fully consider the feelings of the target customer s, in test drive feel the full 360-degree CC's eleg ant taste

?要求私人座驾既充满驾驭动感又不失优雅 Required the
private car full of dynamic without losing the elegant

?对品牌和个性有独特的理解 Understanding of brand and
personality

项目策略 Strategy
策略来自于对竞争优势
Strategy from competitive products

CC的竞争优势 外形设计融合了跑车的动感与豪华轿车的高雅,刚劲有力而不失华贵气质,显示出独有的气质; 内饰设计低调奢华而不失清新雅致,鲜明呈现了跑车风格与豪华轿车的舒适; 操控感与动力绝不逊于其造型给人带来的惊喜,绿色环保的特性体现车主的优雅品味; 大量智能化、人性化设计的先进电子装备使CC成为名副其实的高级轿车。 Breakdown characteristics of competing products, primarily face to the core of competitive products Reiz, Subori. Strengthening CC streamline body, four-wheel drive, TSI + DSG, acceleration; emphasized dynamic, smooth, design;

策略阐述 Strategy

打造CC超凡 独特的驾驭感受
To create a unique extraordi nary driving sense of CC

Appreciate



360 °
Watch

体验CC超越同级 别的驾驶乐趣
To experience CC drivi ng pleasure beyond the level

品 Taste



立体化展示 CC产品性能 Three-dimensional displ ay of CC performance

Listen



多角度感受 CC优雅动感

Multi-angle to feel C C elegant dynamic

通过系列化的全方位体验: “一看”、“二听”、“三品”、“四鉴”四个完美体验过程,准确清晰地传 递CC优雅、动感特质及超强性能。
Through the series of all-round experienced : “first watch", “second listen", “third taste", "fourth appreciate" These four processes of the perfect experience, to convey the meaning of elegant performance of CC cars. Clear, easy to understand.

策略详解

Strategy explanation
Use innovative technology means to show unique charm of CC C°动感空间——设置三维全息立体投影展示说明厅,突破常规的PPT培 训讲解方式,采用三维全息投影技术,通过360°投影立体化展示CC产 品性能,让嘉宾看得更过瘾,学得更趣味轻松。
C ° dynamic space - set the CC-set dimensional holographic three-dimensional show room, breaking the conventional way of PPT training explanation, using three-dimensional


Watch

运用创新科技手段 彰显CC独特魅力

holographic projection technology, through the 360 ° three-dimensional projection so that
guests can see more enjoyable, learn more interesting.

策略详解

Strategy explanation


Listen

全新体验方式 领略CC豪华品质
New experienced to taste CC luxury quality
C°音悦世界——篷房内专设一间CC仿真驾驶内室,通过音效技术模

拟驾驶过程的各种声音;采用三维投影技术,车窗及前挡风玻璃实现不
同场景变换,为嘉宾带来极致奢华的视听冲击;同时采用阶梯式仿真 CC座椅,让体验者倍感舒适。
C ° sweet world – in the tent set a CC simulated driving room, simulate the driving process sounds by audio technology ; using three-dimensional projection technology, windows and the windscreen realized different scene changes, bring the ultimate luxury audio-visual impact for the guests; the same time using stepped CC simulated seats, so that customers can feel more comfortable. 科目一模拟考试A3 kmyks/a3/ 科目一考试网

策略详解

Strategy explanation


Taste

根据CC性能专设赛道 打造高级豪华车的完美体验
According to CC performance track designed to create a perfect experience of luxury car

C°完美体验——针对邀约客户开展CC试乘试驾体验活动,结合CC 车型性能特别设置赛道,让客户真正感受至上的驾驶乐趣,以及近乎 完美的全方位体验。
C ° perfect sense - for inviting customers to join test drive, combined with the CC car special performance to set track allow customers to truly feel the supreme driving pleasure, and the near-perfect all-round experience

策略详解

Strategy explanation


Appreciate

沿海公路的真实体验
Real-life experience of coastal road

见证非凡的驾驶乐趣
Witness the extraordinary driving pleasure

选择沿海公路的试乘试驾路线,一路欢畅前行,在欣赏沿途
美景的同时,更能真实感受CC的路面驾驭性能和优雅的驾 乘体验。
The coastal highway test drive route with pleasure forward, while enjoying the beautiful
scenery along to better manage the true feelings of CC road driving performance and elegant experience.

对于活动主题的理解 Theme understandings

C° 优雅 倾心绽放
C° elegance Cordial bloom

—— 一汽-大众北区CC上市完美体验活动
FAW - VW North Region CC Listing Perfect Experience Activity

? C°,CC360°全方位完美体验
C °, CC360 ° all-round perfect experience

? C°优雅:一种对高品位生活的惬意享受;一种对质感人生的心灵追逐
C ° elegance: a kind of pleasant enjoy on high quality life; a kind of mind chase on the quality life .

? 倾心绽放:CC,为欣赏的人绽放,让懂得的人倾心
Cordial bloom : CC, bloom for the enjoy people, cordial for the understanding people 科目一模拟考试A1 kmyks/a1/ 科目一考试网

北区CC上市试乘试驾活动执行部分
North region CC listed test drive

Executive part

项目概述 Overview
时 地 主 间:2019年8月13日(周五) 点:大连——金石滩国宾海岸(主推) 北京——北京乐驾汽车体验基地(备选) 题:C°优雅 倾心绽放—— 一汽-大众北区CC上市完美体验活动 活动内容: CC产品说明会&CC试乘试驾体验活动

使用车辆:展示用车1台,试乘试驾用车 6-8台
Date:13rd August 2019 [Friday] Location: Dalian - Golden Pebble Beach Ambassador Beach (main recommended) Beijing - Beijing Happy Drive vehicle experience base (to be elected) Theme: C° elegance Cordial bloom-----FAW - VW North Region CC Listing Perfect Experience Activity Contents: Event content: CC product seminar& CC test drive experience event Vehicles: show vehicle:1,car test drive 6-8

项目概述 Overview

贵宾
VIP

记者
Journalist

参与嘉宾:邀约VIP客户30人,媒体记者30人,共计60余人
Participated guests: 30 VIP customers, 30 journalists, a total of more than 60 people

项目安排 Arrangement
场地选择 Venue selection
大连——金石滩国宾海岸 Dalian - Golden Pebble Beach Ambassador Coast

我们选择了浪漫之都大连作为本次

完美体验活动的主推场地。
大连金石滩国家旅游度假区——三 面环海,优雅舒适的环境与本次完 美体验活动调性相符。

We chose romantic city Dalian as our perfect experience venue . Dalian Golden Pebble Beach National

Holiday Resort - surrounded by the sea,
elegant and comfortable environment match this perfect experience event.

项目安排 Arrangement
A、场地试驾场地推荐 A. Venue recommendation
金石滩发现王国—停车场 推荐理由:面积为5000平米,足够的场 地空间可设置各种试驾科目,充分满足 了对赛道的规划。
Golden Pebble Beach Discovery Kingdom Parking Recommended reason: an area of 3000 square meters, enough space can be used to set up a various of test drive subjects, satisfy the planning on track.

B、公路试驾场地推荐 B. Highway venue recommendation
线路:发现王国—滨海公路—海韵公园 根据沿海公路实际情况,设置了以上这条组 合线路,感受CC优雅舒适的同时,还可饱 览沿海美景。
Route: Discovery Kingdom - Binhai Highway - Rhine Park According to the actual situation of the coastal highway, set the above combined line, at the moment to feel the CC elegant and comfortable also enjoying the coastal scenery.

项目安排

Project arrangement

C°完美体验中的试乘试驾部分有两部分组成
根据策略需要,我们创新设置试乘试驾路线及环节。

场地试驾: 体验CC于完美性能
extent of CC excellent performance

公路试驾:
突出CC轿跑合一的驾驶乐趣及优雅格调

According to CC product innovative features to set the test drive routes and links so that guests experience the greatest Venue test drive: According to the performance characteristics of CC integrated design circuit, experience in various road CC driving experience Highway test drive: According to the CC carrying TSI + DSG power combination to design racing circuit, to experience power performance and comfort, highlighting the CC unity of sedan and sport car driving pleasure

项目时间表 Agenda
2019年8月13日上下各一场 13th August 2019 once in AM,PM

嘉宾签到分组:将30人分为A、B两组,每组15人……
Guests registration and grouped: divided 30 person in 2groups, 15person for one group

试乘试驾流程

Test drive process

A
B

看 Watch

A

听 Listen

B

新车亮相车舞

A

B

用餐

A

场地试乘试驾
Venue test drive

New auto show dance

Meal A B B

公路试乘试驾 Highway test drive

项目安排 Arrangement
C°完美体验——公路试驾
C °perfect experience-Highway test drive
公路试驾路线安排:发现王国—滨海公路—海韵公园

全长42公里,驾乘体验时间在30分钟左右
Highway test drive routing: Discovery Kingdom - Coastal Highway - Rhine Park Length 42 km, driving experienced time for about 30 minutes

项目安排 Arrangement
C°完美体验——公路试驾(优雅之旅)
C °perfect experience– Highway test drive (Elegant tour)

试乘试驾说明:Test drive introduction
–按路书路线行进;Drive by road book; –预计15人,每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮 换驾驶,体验不同路况下的试乘试驾感受;
Estimated 15 people, one car for every three guests. test drive coach lead the team. Set three transfer points along the way allow each guest to drive, experience test drive under different road;

–4辆工作车,供现场工作人员活动调度等事宜所用;
Four work trucks for field staff on matters such as the use of scheduling activities;

–1辆摄影摄像车,进行全程拍摄; A photographic camera car for the whole shoot; –1辆救险车,活动全程安全保障; A recovery truck for the whole security activities;

项目安排 Arrangement
C°完美体验——公路试驾(优雅之旅)
C °perfect experience– Highway test drive (Elegant tour)

公路试乘试驾的原则:

安全中体验CC的优雅……
公路试乘试驾安全讲解:
专业教练员在副驾驶席全程负责安全监督,试驾人员听从专业教练员的指导; 车辆起步前观察前方道路,确保场地内无任何车辆行人; 为保证活动安全,后车在前车到达缓冲区后方能从起点出发;

项目安排 Arrangement
C°完美体验——公路试驾(优雅之旅)
C °perfect experience– Highway test drive (Elegant tour)

外景拍摄 Location shooting
在沿途选取3处风景优美,适合外景拍摄的空阔场地,车队在指定换乘地点停 靠(每次停靠时间为5分钟),嘉宾自行选择合适角度拍摄。
To select three scenic route on the way, suitable for location shooting,the team stops at designated transfer locations (each stop for 5 minutes), guests can make their own

camera angles.

项目安排

Arrangement

C°完美体验——公路试驾(优雅之旅)
C °perfect experience– Highway test drive (Elegant tour)

媒体自驾游 Media own driving tour
在下午针对媒体朋友的公路试乘试驾结束后,我们可以应媒体特殊要求安排自由试驾。 媒体可以3人/车(按照试驾车号)的形式,在规定时间与规定区域内,于试车地周边进行自由试驾; 可以根据媒体需求,安排专业车模(每车1人)随行拍摄.
In the afternoon, after the media friend’s road test drive, we can arrange media a special own driving tour the next day . Media can be three persons / vehicles (in accordance with the test drive vehicle number) form, in specified time and area , around the test drive venue for test drive; According to media requirements, arrange professional car models (1 person per vehicle) for shooting

项目安排 Arrangement
C°完美体验
公路试驾: 激情转弯:驾驶体验连续弯道以及发卡弯带来的漂移与激情,展示CC强大的操控力 直线加速:体验CC的TSI+DSG释放的强劲动力 注:试乘试驾过程中,嘉宾可以打开自动无框车窗和全景天窗,聆听丹拿音箱的震撼效果, 感受沿路风景,展示人、车相融的惬意生活。

C °perfect experience
Highway test drive: Estimated 15 people, three guests in one car. ADE coach by the team leader. Set three transfer points along the way so that each guest can be rotated to drive to experience different road conditions. City shuttle: Set urban road conditions / into the city, cars and the cities integrated. Start and stop brake in urban traffic, overall perform CC strong power output and powerful braking system Linear acceleration: Experience CC TSI + DSG strong momentum release Note: During the test drive process, guests can open automatically frameless windows and panoramic sunroof, listen to the Tanner speakers'shock effect, feeling along the landscape, people enjoy vehicles' comfortable conditions

Back up

项目安排 Arrangement
场地选择 Venue selection
推荐酒店: 大连金石国际会议中心
Recommended Hotel: Dalian Golden Pebble International Convention Center

推荐理由: ? 大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛,毗邻金石高尔夫球场 和游艇俱乐部,距离试驾场地较近 ? 每间客房经过精心设计及布置,房间内视野开阔,大海、群山及高尔夫球场可一览无遗, 与本次活动的调性契合。
Recommended reason: ?Golden Pebble International Conference Centre is located in Dalian Golden Pebble Beach national tourist resort on the western peninsula, adjacent to Golden Pebble golf course and yacht club, closer from launch field ?Each room has been designed and decorated, the room with wide vision, sea, mountains and golf causes can be see at a glance, gives an elegant, comfortable feeling, can enjoy the blossoms and the vastness of the sea surging ,fit the target customer preferences, fit the event tone.

项目安排 Arrangement
推荐酒店:国家法官学院北京分院
Recommended Hotel: The National Judges College Beijing Branch.

推荐理由:Recommended reasons
?位于雁栖湖东岸半岛之中,三面环水,群山绵亘,另有长城古迹于湖光山色中若隐若现 ?交通便利,距北京城区50 分钟,距首都机场约40分钟,距离投放场地较近

?Located in Yanxi east coast peninsula water on three sides, rolling hills, while the Great Wall among the monuments. ?Transport facilities, the college is 50 minutes away from Beijing town, from Beijing Capital International Airport about 40 minutes closer from launch field.

项目执行 Project executive
VIP客户接待:
针对VIP客户由经销商邀约,派豪华大巴到指定经销商处接试驾嘉宾,统一前往试驾场地, 如有客户自驾前往需事先沟通;试驾完毕后,VIP客户自行安排回程。

媒体记者接待:
提前确认嘉宾到达时间及方式,机场、车站大巴全天接待,嘉宾行理统一编号便于管理; 入住签到时领取返程车(机)票,活动结束后为的媒体统一安排车辆送往。

VIP guests reception
VIP customers are invited by the dealers and taken by luxury bus unity to the test driving venue, if required to drive by himself should inform in advance; after test drives, VIP customers return by themselves

Journalists reception
To confirm guests arrival time and manner in advance, the airport, bus station all day reception, guests ’ luggage are gotten uniform numbers for management; when guests check in receive a return vehicle (plane) tickets, after the event arrange the vehicles to send the media.

项目执行
签到分组

Executive

嘉宾到达试乘试驾场地后,行至签到处签到,签署试驾协议,同时领取服装及礼品,将 嘉宾分为A、B组,每组15人。 ?礼仪小姐引导嘉宾签到,指导其签署试驾协议; ?工作人员为嘉宾分发统一服装及礼品; ?工作人员指引嘉宾到更衣室更换衣物。 注:邀约客户与媒体记者流程相同

Registration and grouped
Guests arrive at test drive venue, first for registration, sign test drive agreement, and receive clothing and gifts, the guests were divided into A, B group, n = 15. Miss Manners guide the guests sign in and guide them to sign a test drive agreement; Staffs distribute the gifts for the guests; Staffs guide guests to a locker room changing clothes. Note: offer customers the same process with the media

项目执行

Executive

场地布局 Venue layout
篷房布局:午餐区、采访区、茶歇区、更衣区、CC仿真驾驶内室、三维全息立体投影展示说明厅 午 餐 区:滚动播放试驾视频、音乐,准备丰盛的西式自助简餐。 采 访 区:媒体记者可采访客户,记录客户驾驶感受,迅速形成新闻点,达到实效传播效果。 茶 歇 区:方便嘉宾随时休息,提供茶歇点心更有新意,结合CC造型准备点心、水果拼盘、茶饮等,细节
处体现优雅之道;提供时尚运动杂志、CC产品手册,播放CC产品广告宣传片,安排极品飞车电 游体验,增加娱乐互动性。

更 衣 区:方便嘉宾更换衣物,为每位嘉宾专门准备了物品保管箱及钥匙,彰显本次活动人性化关怀。
Tent Layout: lunch buffet area, interactive press area, coffee break area, dressing area, wonderful sounds experience hall, training room for three-dimensional holographic three-dimensional test drive Lunch buffet area: rolling play test drive video, music, preparing sumptuous buffet meal. Interactive press area: Media reporter can interview customers and record customer driving experience, contribute to the rapid formation of information points for effectively dissemination. Coffee Break Area: break at any time , provide more innovative tea break snacks, combined with CC shape prepare snacks, fruit platter, tea, etc., details reflect the elegance; provide stylish sports magazine, CC product manuals, display CC videos, arrange video games experience, increase the fun interactive. Changing area: convenient guest change clothing, specifically prepared for each guest deposit boxes and keys, highlight this event humane care.

礼品推荐
根据本次CC完美体验活动的整体调性,为嘉宾提供了符合优雅、运动定位,实用性强的精美礼品 According to The CC perfect experience the overall tone, we provide consistent elegance, sport orientation and practicability gifts for the guests

?CC车模 CC car models ?音乐枕头 Music pillow ?苹果U盘 Apple U disk
音乐头枕:可折叠成一个手提包样式,展开后 在枕头两边提供两只小音箱,可将音源设备与 其连接,听音乐非常方便。提供了柔软的“床

单”,适合外出郊游使用。
Music Pillow: folding into a handbag style, providing both sides of the pillow with two small speakers, can be connected to audio devices, listening to music very easy. Provides a soft "sheets" used to go sightseeing.

执行细节 Executive details
细节考虑 Details consideration
?每台CC配备人性化内饰物品:纸巾,音乐光盘,雨伞,小瓶装矿泉水4瓶,小型清新绿植、遮 阳窗帘等,让嘉宾坐在车内倍感舒适,尽享惬意试乘试驾过程 ?提供活动流程手册、内附详细晚会流程和试乘试驾路书,指引嘉宾准时参加各个环节 ?考虑嘉宾个人习惯,饮食习惯的前期统筹,为每位来宾做好后勤保障工作 ?酒店客房每日根据嘉宾要求进行清扫,提前摆放果盘与鲜花
?Each CC is equipped with human interior items: paper towels, music CDs, umbrellas, 4 small bottles of mineral water, small fresh green plants and shade curtains, so that guests feel more comfortable sitting in the car, enjoy the cozy test drive process ?Provide activities processes manual interior details of party processes and test drive road book to guide guests to participate in every link ?Hotel room daily cleaning according to guest requirements, fruit plate and flowers placed in advance

执行细节 Executive details
执行团队 Implemented team
现场协调 Site coordination 工程建设 Building construction 场地使用、保养 Venues usage, maintenance 现场服务 On-site service 机动灵活、考虑周全 Flexible, thoughtful 接待组 reception group 嘉宾接待、住宿 Guests reception, check in 人员运输 Personnel transport 日常活动 Daily activities 服务细致、完备 Meticulous service, completed 后勤组 Logistics Group 车辆管理 Vehicles management 餐饮、保洁 Catering, cleaning 备品供应 Spare parts supply 准备充分 Prepared 安保组 Security group 医护急救 Emergency care 日常安全、突发事件 Daily security, emergency 车辆人员保险 Insurance for vehicles 处理问题迅速 Deal with problems quickly

项目安排 Arrangement
C°完美体验——公路试驾(优雅之旅)
C °perfect experience– Highway test drive (Elegant tour)

应对流程


问题Situation
车辆故障,造成来宾对于车 辆的误解 来宾对于车辆的技术数据不 了解,试驾驶中操作过激,

解决方案Solution
要求车辆严格做好维保工作,保证 要求车辆严格做好维保工作,保证 车辆的正常状态 车辆的正常状态

充分的前期沟通非常必要,提供周 详的可执行的驾驶建议书,同时教 练严格控制 需要在试车前与来宾签署明确免责



发生事故



协议准备后备试驾车辆,以免造成 不可预见的交通事故 其他的突发事件: 负面影响的扩散



如钥匙丢失

备件、备用物资的准备充分,

执行细节Executive details
应急预案Emergency plan

聘请一名当值医生
Employ an on-duty doctors

各环节都配备医药箱
Each link is equipped medicine chest

救护用车事前联络作随时调用
Ambulance car call at any time for use

配备消防安全设备
With fire safety equipment

消防用车事前联络作随时调用
Fire car call at any time for use

事前联络好附近医院
To contact a nearby hospital in advance

媒介部分
Media

媒体计划 Media planning
媒体传播策略 ? 借助北区主流媒体平台,将CC上市信息有效传递,同时发布本次完美体验活动信息; ? 通过客户、媒体共同试乘试驾CC实证产品的良好性能品质,为CC对外宣传树立权威 舆论导向,更具说服力,易形成口碑传播;

? 吸引潜在目标客户群注意,促进意向目标人群购买。
?Media Communication Strategy With north mainstream media platform to spread CC listing message, and publishing information about the activities ?Through the customers, media co-test drive to practice CC good performance, and establish the authority for the CC publicity, more convincing, easy to form a word of mouth; ?Attract potential target customers attention ,promote the target population to buy;

媒体计划 Media planning
媒体传播目标 打造与众不同的CC上市完美体验活动 ——根据活动差异化环节设置,释放CC更多创新、科技元素 展示CC性能优势 ——透过“看、听、品、鉴” CC这一全新体验方式,展示产品魅力 分享CC车型试乘试驾体验感受 ——剖析嘉宾试乘试驾真实感受,形成实效新闻传播点
Media communicate target Create the different CC listing perfect experience activity According to the difference of the link set, release more innovative and technology elements Display CC performance advantage Through “look, listen, taste, appreciation’ those series experience form to show the products' attractive. Share CC vehicle test drive experience feelings Analysis the guests test drive truly feelings and form emotional response with the guests

媒体计划 Media planning
媒体选择:Media selection: 整合北区主流媒体资源,针对CC上市试乘试驾活动开展全方位媒体传播
Integrated north region mainstream media resources, based on the CC listing test drive events carry out comprehensive media communications ? 结合CC全国上市,以北区CC上市完美体验活动为核心传播点,对目标客户群体传 递CC产品信息及活动信息; ? 邀约北区主流平面、电视台、广播、网络媒体亲自试乘试驾CC,对外发布影响力强 的深度稿件; ? 利用名人效应,制造产品与名人间的关联新闻点,开展公益类和产品类新闻点传播。 公关文件准备: 围绕本次活动及CC产品优势性能,为媒体准备对外公关文件,可以更有效地利用媒体 资源,将价值信息对外准确有力地传播。
? Combined CC national listing, the core communication points are north CC experience activity, send the target customer groups CC product information and event information; ? Invited north regional mainstream print, television, radio, online media to experience the CC, release the warm-release draft, depth experience draft, product analysis draft, the next market forecast draft; ? Use celebrity to create products and celebrity connection news point ,to develop public and news point dissemination PR document preparation: Focusing on this activities and CC product performance advantages, for the media to prepare the public relations files, can more effectively use the media resources, disseminate the valuable news accurately and effectively.

传播概述 Communication overview