当前位置:首页 >> >>

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 experien