深圳奥德-奥德10载感恩有爱 ——深圳奥德十周年店庆感恩节狂欢夜

1、奥德奥德1010载载 感恩有爱感恩有爱 深圳奥德十周年店庆感恩节狂欢夜深圳奥德十周年店庆感恩节狂欢夜QM ten-years Thanking for love Shenzhen Queen Mate Ten-years Thanking Carnival 深圳奥德深圳奥德 SA44011 2012 SA44011 2012年年 10 10月月Shenzhen Queen Mate, October 20122目 录 Contents l活动背景活动背景 Backgroundl活动目的活动目的 Purposel活动概况活动概况 Summary of activitiesl活动内容活动内容 Ac

2、tivity contentl活动流程活动流程 Activity flowl媒体投放媒体投放 Media Propagandal工作安排工作安排 Job schedulel活动预算活动预算 Budget3 2022-5-8n 活动背景活动背景11月奥德十周年店庆月，同时又恰逢临近感恩节，结合这两个时间契机做回馈购车活动，促进销售，最适不过。November - ten anniversary month, at the same time also coincides with the approaching Thanksgiving, the combination of these two

3、 time feedback car buying opportunity, promote sales, the most suitable but.经过十月份国庆车展销售高峰期后，进入销售逐渐疲乏，公司需要通过一定的方式来吸引客户到店，从而提高到店量，为销售输入客户。 After the October national day auto sales peak after entering the sales gradually, fatigue, companies need some way to attract customers to shop, to thereby improv

4、e the shop quantitysales input。深圳金九银十的车市已经过去，经销商面对双方面压力，一方面是自身较大的库存，同时还面临着同品牌经销商及竞争品牌所带来的压力。Shenzhen golden nine silvers ten car city have in the past, face the double pressure of dealers, one is its large inventory, but also faces the same brand dealers and competitive pressures2012第四季度属于冲刺阶段，各竞争对手

5、相继推出了较大的市场的广告投放及促销手段，从而确保完成年任务。2012 fourth quarter belongs to the sprint stage, each competitor has launched a large market advertising and promotions, to ensure the completion of tasks市场情况市场情况BackgroundMarket situation4 2022-5-8n 活动背景活动背景 现市场口碑度及美誉度良好，在区域内具有较大的市场知名度； 奥迪品牌强有力的品牌影响力支撑； 客户保有量大及东益店片区发展

6、成熟，客流量较大。展厅面积较小，容纳客量有限；东益店位居罗湖老城区，停车位供应紧张，一定程度上影响客流量。进口车系销量略低。 受政策影响，市场排斥日系车情绪严重，竞受政策影响，市场排斥日系车情绪严重，竞品日系车销售受到很大的影响；品日系车销售受到很大的影响； 下期为传统汽车行业的销售旺季，将迎来销售高峰； 拥堵带来城市限购扩大化的风险（如广州），不少客户将提前购车。 油价高位徘徊； 整体市场经济及宏观政策不明朗； 区域内经销商快速扩张，进一步加剧竞争力。SWOTSWOT分析分析5 2022-5-8n BackgroundSWOT analysisSuperiorityDisadvantage

7、OpportunityThreaten Now has a good reputation and reputation, in the region has a large market visibility; The support of Audi brand strong brand The amount of customer retention and the East Yidian area development is mature, guest flow is larger. Affected by the policy, the Japanese car market exc

8、lusion severe mood, competitive Japanese car sales greatly affected; Next time for the traditional automotive industry sales season, will usher in the peak sales; City traffic has limited the expansion of risk ( such as Guangzhou ), many customers to purchase a car. Exhibition area is lesser, to acc

9、ommodate passenger limited; East Yidian in Luohu old city, parking supply, degree of passenger flow. Import car sales were slightly lower Oil price perch wanders; The overall market economy and macroscopical policy is not clear; The rapid expansion of regional distributors, further intensified compe

10、tition.6 2022-5-86他们拥有睿智睿智的洞察力，具有独特的追求与品位；有冷静的思辨能力，具有成熟的人生经验；积极进取，对生活充满追求对生活充满追求；他们自觉地归入某个共同趣味的圈子圈子，以此展开社交 年龄主要集中在30-45岁； 收入稳定，经济实力较好n 基本特征基本特征 敢于冒险，意识超前；对自我身份地位有优越感。n 心理特征心理特征征征n 购买特征购买特征客户精神演绎客户精神演绎 对车辆性能及操控感有较高要求； 注重车辆的线条设计感，热爱汽车。n 活动背景活动背景7 2022-5-8n BackgroundCustomer analysisThey have wisdom a

11、nd insight, with unique pursuit and taste;A calm thinking, with mature experience in life;Active enterprising, full of life and the pursuit of;They consciously placed in a common interest group, to launch social . .Basic featuresCustomer age mainly concentrated in the 30-45 years old;A stable income

12、, economic actual strength is betterPsychological featureDaring, consciousness in advance; The ego identity status has a sense of superiority.Purchase characteristicsOn vehicle performance and handling is required;Pay attention to vehicle line design, like the car.8 2022-5-8本案主要解决的问题本案主要解决的问题This ca

13、se mainly solves the problem现需通过市场活动，加大对奥迪车型的广告支持，有效帮助提升集客和拉动销售。Is required by market activity, increase pair of Audi advertising support, effective help set off and drive sales.部分奥迪进口车型，集客量不足，影响销售，造成较大的库存压力。为了第四季度冲销量，需要有市场推广活动支持。Part of imported cars Audi, collection of passenger capacity is insuff

14、icient, affect the sale, resulting in a larger inventory pressure. Fourth quarter sales for punching, need marketing activities supportn 分析结论分析结论conclusion提升深圳奥德奥迪的品牌形象，提高深圳奥德在区域内的及美誉度，建立良好的口碑。Promote Shenzhen Aode Audi brand image, improve Shenzhen Aude in the region and reputation, to establish a

15、good reputation.9 2022-5-8寻找适当的时机，适当的方式To find the right moment, proper way奥德需要感恩：奥德需要感恩：十年历程，奥德离不开车友朋友的支持与信任。而在感恩节之际，亦是奥德十周年，深圳奥德奥迪将以激动人心的购车折扣，扣人心弦的夜晚，宴谢每一个客户。QM needs gratitude : ten years on, Aude is inseparable from the support of friends and trust you. In the Thanksgiving Day during, also be th

16、e ten anniversary of the Shenzhen company, Audi TT will be exciting car buying discount, exciting night, feast to thank every customer.怎么才能解决问题？怎么才能解决问题？How to solve the problem?客户需要感恩：客户需要感恩：在人生的成长历程中，我们总有一位恩人常驻心中，或羞于表达，或失去联系，但一段恩情背后总是隐藏着一段故事.Customer needs gratitude: in the process of growing up i

17、n life, we always have a benefactor to heart, or shy to express, or lost contact, but a section of kindness are always hidden behind a story.社会需要社会需要感恩感恩：活动结束后，奥德替客户感恩，传递恩情。同时，组织成立活动结束后，奥德替客户感恩，传递恩情。同时，组织成立“奥德爱心传奥德爱心传递俱乐部递俱乐部”，成员优先试驾新到店车型，客户对贫困村庄的学校进行爱心捐赠，奉献爱心，成员优先试驾新到店车型，客户对贫困村庄的学校进行爱心捐赠，奉献爱心，体现奥德奥

18、迪的社会责任感。体现奥德奥迪的社会责任感。Thanksgiving society: after the activity ends, Aude customers for Thanksgiving, transfer. At the same time, organized love team members first ord , drive to store new models, customers of impoverished village school donation, dedication love embodied Audi TT s sense of social re

19、sponsibility.10 2022-5-8增加深圳奥德奥迪市场传播声音，提升产品关注度 The increase in Shenzhen Audi TT market spread sound, enhance product awareness配合感恩节及奥德十周年，提升传播声音，增加市场美誉度With thanksgiving and ord ten anniversary, enhance communication voice, increase market reputation提升奥迪的集客量，增加销售。有效协助减轻库存压力Promote Audi set volume, i

20、ncrease sales. Help reduce the pressure on stocksn 方案目的 Purpose11 2022-5-8n 活动概述 Summary of activities区域内各经销商都相继推出大量的优惠促销推广活动Various dealers in the region have launched a lot of promotions campaign借助奥德十周年及感恩节来临之际，采取线上预热+线下刺激的方式，通过线下活动现场气氛的刺激，优惠力度的诱惑，同时现场的感恩环节等，来一次购车狂欢，促进销售，通过活动后感恩送礼及成立“奥德爱心车队”的环节提高市

21、场美誉度。With the dawn of the Oders tenth anniversary and Thanksgiving, take online preheat + line under the stimulus of the way through the line the activities the site atmosphere of the stimulus, the temptation of preferential scene Thanksgiving links to a car carnivalpromote sales。Through the activit

22、ies after Thanksgiving gifts and established Aude love team link to improve market reputation.12 2022-5-8n 活动概述活动概述Summary of activities 活动主题：奥德10载 感恩有爱 深圳奥德十周年店庆感恩节狂欢夜 Theme：QM ten-years Thanking for loveShenzhen Queen Mate Ten-years Thanking Carnival 活动时间：11月14日 Date：November 14 ,2012 活动地点：深圳奥德东益展

23、厅 Place: Shenzhen Queen Mate Audi Show Room 活动内容：激情秀舞、竞拍秒杀、感恩连线、感恩送礼 Content：Passion show dance、Auction seckill、Telephone Thanksgiving、Thanksgiving gifts 活动人数：约60人 People amount：About 60 活动车辆：全系 Cars for the event: all series 目标客户Target participants ： 本司奥迪老客户 约10人 Audi intented customers; about 10 合

24、作商户意向客户 约10人Intented customers from cooperated company; about 10 网络、短信等宣传渠道收集的潜在客户 约30人 Intented customers from network, message and other communication channels about 30 媒体 约10人Media about 1013 2022-5-8n 活动内容活动内容Activity contentOn-line：The micro-blog activities as interactive platform, using the fo

25、rwarding Shenzhen Aode official micro-blog as form, and the content is integrated in a comprehensive campaign page for information transfer;Online and offline combination, participants in Thanksgiving photos or write thank-you book with sina micro-blog global Audi ShenzhenQueen Mate, will have the o

26、pportunity to completed their Thanksgiving wishes and receive a gift.Line activities on-site micro-blog on the wall线上线上： 以微博作为活动互动平台，用转发深圳奥德官方微博作为表现形式，并将内容整合于综合性活动页面中进行信息传递； 线上与线下相结合，参与者晒感恩照片或写感恩书并发新浪微博全球奥迪 深圳奥德，将有机会获得参与在“奥德十载 感恩有爱”深圳奥德十周年店庆感恩节狂欢夜活动现场，完成自己的感恩心愿及获赠一份精美礼品。线下活动现场微博上墙线下活动现场微博上墙14 2022-5

27、-8n 活动内容活动内容Activity content线下线下： 奥德奥德1010载载 感恩有爱感恩有爱 深圳奥德十周年店庆感恩节狂欢夜深圳奥德十周年店庆感恩节狂欢夜 感恩：客户现场感恩，奥德感恩回馈客户，奥德替客户感恩。 狂欢：奥迪车限时促销狂欢、奥德十年狂欢。 这是奥德十年的生日盛宴，亦是感恩节之时，激动人心的购车折扣，扣人心弦的夜晚，这是一个感恩狂欢夜。 感恩狂欢夜后，感恩狂欢夜后，“奥德爱心车队奥德爱心车队“为幸运客户送上感恩礼，提升市场美誉度为幸运客户送上感恩礼，提升市场美誉度Below the line： QM ten-years Thanking for love Shenzh

28、en Queen Mate Ten-years Thanking Carnival Thanksgiving： Customer on-site Thanksgiving、Queen Mate gratitude customers、In oder to customers for Thanksgiving Carnival：Audi time-limited sales promotions Carnival、Carnival of Queen Mates 10th Anniversary Thanksgiving carnival night: This is Queen Mate ten

29、 years birthday feast, is also Thanksgiving, exciting car buying discount, exciting night, this is a Thanksgiving Carnival night.Thanksgiving Eve, QM love team for the lucky customer send a Thanksgiving ceremony, enhance market reputation15 2022-5-8n 活动流程（活动流程（1111月月1414日感恩活动现场）日感恩活动现场）16 2022-5-8n

30、Activity flow17 2022-5-8活动主视觉活动主视觉18 2022-5-8场地布置场地布置 Site layout19 2022-5-8活动物料活动物料 Campaign materials背景板 Background board臂贴 Arm Patch20 2022-5-8感恩书Thanksgiving book活动物料活动物料 Campaign materials邀请函Invitation card21 2022-5-8配合狂欢的音乐，来宾通过一条迷宫通道，通道配合狂欢的音乐，来宾通过一条迷宫通道，通道布满装扮饰物，来宾可选择一款喜欢的带走，作布满装扮饰物，来宾可选择一款喜

31、欢的带走，作为纪念。为纪念。With carnival music, guests through a labyrinth channel, channel is full of lovely small ornaments as well as Thanksgiving card guest may choose a love away, as a memorial别具心裁地活动场地入口别具心裁地活动场地入口Dont ingenious activities entrance在入口身着贵族服装的礼仪小姐做微笑迎宾。签到区处同样设置由身着身着贵族服装的礼仪小姐组织来宾签到。In the ent

32、rance in the aristocratic clothing etiquette Miss smile welcome. Attendance zone is also provided with a noble clothing etiquette Miss organization guest sign-inr. 迷宫通道迷宫通道Labyrinth channel签到签到Reception desk迷宫通道 Labyrinth channel22 2022-5-8签到板Sign board23 2022-5-8随处堆积的大小礼品盒，南瓜模型，节日气球与小彩旗串，憨态可爱的小维尼熊等

33、等你能在感恩节见到的各种情景在派对狂欢圣地都能得到体现。 在感恩大餐的长条餐台，摆放一只象征吉祥团圆的大火鸡。Everywhere is packing size gift boxes, pumpkin model, festive balloons with small flags string, very lovely Winnie the pooh . . You can see a variety of scenarios in a Thanksgiving party can be reflected. At Thanksgiving dinner of the long table

34、, placed a symbol of auspicious happy turkey.现场包装现场包装The field of packaging礼品盒 Gift box活动桌椅 Tables and chairs南瓜模型 Pumpkin model24 2022-5-8滑稽的小丑为小朋友及客户送上各种精美的小贺卡及美食，“鸟叔”团队以当下最流行的以当下最流行的江南江南stylestyle舞曲作主导，配合灯光音响效果，吸引众人眼光。舞曲作主导，配合灯光音响效果，吸引众人眼光。Funny clown for small friends and customers to send all ki

35、nds of exquisite small greeting card and food; Mou team to present the most popular Changjiang Delta style dance as dominant, with lighting and sound effect, to attract the public eye.狂欢派队人员狂欢派队人员Orgy party staff秀舞团队Dancing team乐队 Band服务生 The waiter25 2022-5-8狂欢感恩大餐狂欢感恩大餐Carnival, Thanksgiving dinne

36、r餐台已被精美烛台、漂亮的餐具及漂亮的玫瑰装点一新；为客户准备了丰盛的感恩节美食:烤火鸡、南瓜饼、大面包、彩色玉米棒、水果沙拉，果酱等。Dining table has been beautifully Candlestick, beautiful tableware and beautiful rose a new decorated; for customers to prepared a big Thanksgiving food: roast turkey, pumpkin pie, bread, color of corn, fruit salad, jam etc。感恩大餐 Tha

37、nksgiving dinner26 2022-5-8现场奥德感恩送礼现场奥德感恩送礼The site presents抽奖抽出抽奖抽出1010位幸运观众，位幸运观众，1010名幸运观众每人分别获得一份精美礼品。名幸运观众每人分别获得一份精美礼品。现场成交客户砸金蛋获大奖。现场成交客户砸金蛋获大奖。Lottery draw 5 lucky 5 lucky audience audience, each were given a giftSite customer smashing golden egg prize抽奖 Luck draw砸金蛋 mashing a golden egg27 20

38、22-5-8活动现场幸运客户及微博中奖客户发表感恩宣言Activities at the scene of the lucky customer and winning customers micro-blog published Thanksgiving Proclamation 客户现场感恩客户现场感恩Customer on-site Thanksgiving客户简述故事 Client brief story感恩墙 Thanksgiving wall28 2022-5-8 感恩送礼（感恩送礼（1111月月1515日）日）sending gifts for Thanksgiving替在11月

39、14日获奖客户及微博获奖客户送上感恩礼，答谢曾经给予客户帮助的人，增加奥德美誉度。Who won the prize in November 16th customers and micro-blog winning customers send Thanksgiving ceremony, thanks once to give customers the help, increaseQueen Mate reputation.送礼 sending gifts 29 2022-5-8n 媒体投放媒体投放 Media Propaganda30持续期媒体排期媒体排期媒介类型媒介类型报名征集期活动

40、当天网络网络媒体硬广投放媒体硬广投放活动现场报道活动现场报道活动软文报道活动软文报道1111月月1 1日日1111月月1 13 3日日广播广播传播目的传播目的活动信息告知活动信息告知持续活动影响力持续活动影响力持续信息告知持续信息告知宣传品牌活动宣传品牌活动提升品牌形象提升品牌形象1111月月1 14 4日日事件跟踪事件跟踪报道报道定向短信定向短信媒体专题报道媒体专题报道广播广播定向短信定向短信定向短信定向短信1111月月3030日日n 媒介排期媒介排期31 Durationmedia scheduling Media TypeMedia TypeApplicationActivity day networknetworkMedia special reportLive reportLive reportEvents reports11月月1日日11月月13日日broadcastbroadcastBroadcast Broadcast intetionintetionInformation informeContinue activity impactContinue information informedAdvertise brand imagePromote brand image11月月14日日E