2014年地区高尔夫7市场营销方案

更新日期：22-12月-22大众品牌东北区销售事业部区域活动代理暨沈阳地区高尔夫7市场营销推广方案FAW-VWRSD1EventAgency&2014ShenyangGolf7MarketingPromotionBiddingPlan目录Contents项目策略Strategy线上传播OnlineCommunication线下体验OfflineExperience活动管理ActivityManagement项目附件Back-upAAK任务分析2014年，高尔夫在RSD1的AAK任务增长达57.7%，高7销售面临巨大压力2014年RSD1高尔夫AAK任务走势TimeJanFebMarAprMayJunJulAugSepOctNovDec销售目标AAK（17200）+57.7%Y2013Y2014AAKTaskAnalysisIn2014,theAAKofGolfincreaseby57.7%inRSD1,whichmeansabigpressure.2014AAKTrendofGolfinRSD1TimeJanFebMarAprMayJunJulAugSepOctNovDecSalestargetAAK（17200）+57.7%Y2013Y2014Golf重点城市与竞品市场占有率对比Golf及竞品车型沈阳市长春市哈尔滨市呼和浩特市TiidaHB37.8%7.9%32.4%19.9%Golf21.2%53.0%20.0%16.0%FocusHB(new)13.2%19.4%27.1%29.1%ExcelleXT4.0%2.1%2.0%10.3%IMPREZAXV2.3%0.9%1.5%2.2%GranLavida3.0%1.1%2.0%2.3%市占率分析※数据来源：2013年1-10月上牌量数据沈阳市场竞争异常激烈！目前高7在沈阳的市占率明显落后对手，需重点关注！MarketsharecomparisonbetweenGolfandcompetitors

inmajorcitiesGolf

andcompetitorsShenyangChangchun

Harbin

Hohhot

TiidaHB37.8%7.9%32.4%19.9%Golf21.2%53.0%20.0%16.0%FocusHB(new)13.2%19.4%27.1%29.1%ExcelleXT4.0%2.1%2.0%10.3%IMPREZAXV2.3%0.9%1.5%2.2%GranLavida3.0%1.1%2.0%2.3%MarketShareAnalysis※Datasource:carregistrationvolumefromJan.toOct.,2013ThereisbigpotentialinthemarketofShenyang.Currently,Golf7’smarketshareisrathersmallercomparedwithcompetitors.ShenyangChangchunHarbinHohhot营销任务MarketingTask快速提升销售、抢占竞品市场在沈阳市场为高7攻城掠地!SeizebiggermarketshareinShenyang.活动KPI设定KPI现场销售达成：240台。（集客转化率达成30%）影响人群：20,000人。为经销店增加活动预热期精准集客：2000人。G码（活动邀请码）发送：1000个。活动到场人数（现场集客）：800人。传播促销集客￥CommunicationEffectpeople:20,000CustomermanagementShowroomtraffic:2000Gcodesending:1000Eventguests:800SaleEventsale:240cars30%ofthetotaleventguestsWhoWhereHow谁是高7的消费者？他们将“神车”挂在嘴边，向身边的每一个朋友对高尔夫赞不绝口他们放弃迈腾(低配)、迈锐宝、索纳塔8、凯美瑞、雅阁……，以B级车价格购买高尔夫他们放着福克斯、骐达现车不要，偏要熬过漫长等待非高尔夫不买！他们就是如假包换的……高尔夫粉丝WhoareGolf7buyers?TheycallGolfa“GodVehicle”,andpraiseitinfrontofalltheirfriends.Theydon’tchooseSagitar,Focus,Camry,Accord/TeanaLowConfiguration,butbuyGolfatapriceofB-classcar.TheyarewillingtowaitforalongtimetobuyGolfinsteadofFocusandTIIDA.Theyareactually..GolfFans如何找到他们数字营销近年来发展迅猛，受众到达率在一二级城市直逼电视媒体；可针对高尔夫的年轻客群，在本次项目中对数字营销做全新尝试。HowtofindGolfbuyers?Digitalmarketing

isdevelopingrapidly

inrecentyears,

theaudiencereach

tothe

televisionmediainthe

oneortwo

city;DatamarketingisoneoftheoptionsTVPaperInternetBroadcastMagazineOutdoorCinemaMobile高尔夫7竞品对比类别高尔夫7新福克斯两厢骐达售价（万元）12.19-18.2911.99-16.9910.53-15.88长度（mm）425543684295宽度（mm）179918231760高度（mm）145114831520轴距（mm）263726482700前悬挂麦弗逊式独立悬架麦弗逊式独立悬架麦弗逊式独立悬架后悬挂扭力梁式非独立多连杆独立悬挂扭力梁式非独立变速器MT/DCTMT/DCTMT/CVT排量1.6L/1.4T低/1.4T高1.6L/2.0L1.6L/1.6T表面看来数据和价格不占优势高尔夫性价比低？如何说服他们Comparison

类别Type7Golf7NewFocusHatchback骐达Tiida售价（万元）Price12.19-18.2911.99-16.9910.53-15.88长度（mm）Length425543684295宽度（mm）Width179918231760高度（mm）Height145114831520轴距（mm）Wheelbase263726482700前悬挂FrontsuspensionMcPhersonindependentsuspensionMcPhersonindependentsuspensionMcPhersonindependentsuspension后悬挂RearsuspensiontorsionbeamdependentMulti-linkindependentsuspensiontorsionbeamdependent变速器GearboxMT/DCTMT/DCTMT/CVT排量Displacement

1.6L/1.4T低/1.4T高1.6L/2.0L1.6L/1.6TSeemingly,GolfhasnoadvantagesindataandpriceIsGolflowcost-effective?HowtoPersuadeThem?如何说服他们加速干脆利索、火力十足！德国车的严谨做工，沉稳气质确实名不虚传！避震效果很好，不会让你感觉非常颠簸。价格偏高小钢炮，有劲！外观、内饰都很动感内饰做工比较粗糙路噪一流、油耗高空间较大价格低除了发动机还可以，其它均有以次充好嫌疑薄皮纸老虎，能看不能碰，安全堪忧体验是说服用户的关键！用户试驾后普遍认为高7综合性能全面领先竞品，兼顾运动、舒适、安全的高品质神车！HowtoPersuadeThem?ExperiencingisthekeytohighlightGolf7’sperformanceAcceleratefast,strongpowerSophisticatedcraftsmanshipandappearanceGoodperformanceatshockabsorptionPriceisrelativelyhighStrongengineSportyexteriorandinteriorRoughinteriorBigroadnoise,highfuelconsumptionBigspaceLowpriceOnlyengineisok,goodlookingyetpoorsafetyperformanceAsporty,comfortableandsafevehicle,withcomprehensiveperformancetotallyovercompetitors营销策略发想Thinking销售突破关键词：粉丝文化、体验营销、数字营销如何加以应用共同为销售服务？Saleskeywords:Fansculture,Experiencemarketing,DigitalmaketingHowtoapplythemethodstoincreasesale?引爆粉丝文化销售力！Utilizefansculture将粉丝热情转化为购买行为Transformfans’enthusiasmtobuyingbehavior粉丝文化营销FansCultureMarketing跨界思考借别人的头脑成功！Cross-borderthinkingLearnfromothers’success!小米手机米粉节Xiaomimobile,Xiaomifansfestival10小时狂卖15亿！RMB1.5billionbysellingof10hr狂买130万台！1.3millionXiaomimobiles粉丝文化营销成功案例SuccessfulMarketingCaseofUsingFansCulture淘宝网购狂欢节Taobao,onlineshoppingcarnival1天成交350.19亿元！RMB35.019billionwithin1day粉丝文化营销成功案例SuccessfulMarketingCaseofUsingFansCulture从他们身上我们学到什么？Whatwelearnedfromthem?学习互联网营销的思维！造节！为高尔夫7量身打造一个专属其粉丝的节日引发关注，广泛传播，有效拉动集客和销售首届一汽-大众高尔夫粉丝节以互联网思维开汽车行业先河、创体验营销全新模式LearnInternetMarketingCreateFestivalCreateGolfexclusivefansfestivalAttractattention,publicizeextensivelytoincreasevisitortrafficandsales“1stFAW-VWGolfFansFestival”传播·造流行集客·创符号体验·讲故事销售·掀热潮粉丝节创意Creativities

粉丝节Communication·LeadingtrendCustomermanagement·GCodeExperience·TellingstorySale·SettingoffanupsurgeGolffansfestival高尔夫粉丝也有一个响亮的名字：Golffansgotafascinatingname：高蜜Golfbuddy“高尔夫闺蜜”的简称，巧妙嫁接流行词汇“闺蜜”。也许我们的“高蜜”将像米粉、玉米、钢丝一样传遍全国，成为全体高尔夫车主及粉丝的昵称传播·造流行Communication·Leadingtrend主视觉主视觉主视觉传播·造流行集客·创符号体验·讲故事销售·掀热潮粉丝节创意Creativities

粉丝节Communication·LeadingtrendCustomermanagement·GCodeExperience·TellingstorySale·SettingoffanupsurgeGolffansfestival集客·创符号Customermanagement·GCode高蜜们也有自己的专属身份认证：GolffansgottheirProprietaryauthentication:G码GCodeG码不仅是一种身份识别符号，更是一个特权获准代码！凭借G码高蜜们可以享受各种粉丝专属特权。可根据不同活动队G码的特权任意修改、无限放大！G码后续购车优惠Salediscount本次活动入场Invitation礼品领取Gift集客·创符号Customermanagement·GCode私密品鉴Appreciation售后优惠Aftersalecoupon传播·造流行集客·创符号体验·讲故事销售·掀热潮粉丝节创意Creativities

粉丝节Communication·LeadingtrendCustomermanagement·GCodeExperience·TellingstorySale·SettingoffanupsurgeGolffansfestival体验·讲故事Experience·Tellingstory现场为粉丝逐步解密神车“幕后故事”ToopenupthemysteryforGolffans

试车Drive赏车View读车Read高7技术深入讲解、互动体验Golf7Technologyinteractiveexperience历史、文化、生活生动展示、体验History,culture,life&experience为高7量身打造定制级试驾科目Customer-orientedtestdrivingdesignforGolf7fans传播·造流行集客·创符号体验·讲故事销售·掀热潮粉丝节创意Creativities

粉丝节Communication·LeadingtrendCustomermanagement·GCodeExperience·TellingstorySale·SettingoffanupsurgeGolffansfestival销售·掀热潮Sale·Settingoffanupsurge现场购车循环大抽奖On-siteLuckyDraw大奖现场堆放强化激励Inspirationbygifts循环抽奖越早成交机会越多Thesoonerthebetter成交车主现场聚集烘托气氛Asmuchaspossible目录Contents项目策略Strategy线上传播OnlineCommunication线下体验OfflineExperience活动管理ActivityManagement项目附件Back-up传播节奏规划18.78.8-9阶段微信团购BBS平台准备期线上招募期信息保温期倒数期活动期团购“G码”约会高尔夫粉丝节平台搭建经销商微信号推广、引流粉丝粉丝节活动信息+公众号常设板块信息发布+百米加速赛报名集赞赢“G码”约会粉丝节粉丝节亮点透漏现场报道炒话题推微信引粉丝热炒粉丝节一票难求团购“G码”攻略粉丝节亮点透漏粉丝节“G码”开团粉丝节活动信息微信号搭建“族群家园”加微信，粉丝节现场有惊喜围绕“粉丝节”全程爆炒CommunicationRhythm18.78.8-9阶段WeChatGroupbuyingBBSPlatformpreparationOnlinerecruitmentWarm-upCountdownEventperiodGroupbuy“Gcode”totakepartinthefestivalPlatformconstructionGuidefansbydealerWeChatpromotionFansfestivalinfo+releaseinfobymoduleatpublicaccount+sign-upfor100maccelerationraceGetGcodebycollectingthumb-upstotakepartinthefestivalReleasehighlightsoffestivalLivereportCreatetopic,establishWeChat,attractfansReleasethemessagethatitisveryhardtogetaticketWeChattipsforgroupbuyingof“Gcode”ReleasehighlightsoffestivalStartgroupbuyingoffansfestival“Gcode”FansfestivalinfoOrganize"Golf7fansfamily”byWeChataccountFollowingWeChataccountmaygetasurprisegiftoneventdateExtensivehypeon“fansfestival”ofthewholecourse汽车行业团购案例淘宝聚划算Smart团购仅用3小时24分，205辆奔驰smart便一抢而空，总销售额达到2767.5万，相当于smart2010年全年销售总额的1/20。糯米网奥迪优惠券团购10000元购车优惠券100元团购，1天时间，团购数量达83份，销售范围涉及全国4个城市，销售车型覆盖从A1到A8全部车型。GroupBuyingCaseinAutoIndustrySmartGroupbuyingofSmartonTaobaojuhuasuan205Smartweresoldoutwithin3hrand24min,withatotalsalesvolumeof27.675mil,whichis1/20of2010annualsalesofSmart.AudigroupbuyingwithcoupononBuyingacouponworthRMB10000withRMB100.83groupbuyersinoneday,coverig4citiesandallmodelsfromA1toA8.团购G码GroupBuyingofGCode团购平台——百度糯米Groupbuyingplatform-￥10元

【G码】首届一汽-大众沈阳高尔夫粉丝节入场券！

“GCode”1stFAW-VWShenyangGolfFansFestivalTicket凭G码可以获得“高尔夫粉丝节”活动现场原价现车提车权限。GettherighttobuyGolfatoriginalpriceoneventsitewithGcode.购买须知活动日期：2014年6月23日—7月15日活动平台：百度糯米（百团、糯米合并)团购详情G码发送至手机到任意4S店领门票活动当天凭门票入场享免加价、免等待购车团购“G码”成功后，G码验证码会发到您指定的手机号码；凭G码可以获得“高尔夫粉丝节”活动现场原价现车提车权限。凭G码验证短信可以去任意一家沈阳一汽-大众4S店换取“首届沈阳高尔夫粉丝节”纸质门票一张；凭借纸质门票在活动当天可以免费进入“粉丝节”会场，享受现场为高蜜们准备的饕餮盛宴。本次活动最终解释权归一汽-大众所有PurchasenoticeEventdate:June23toJuly15,2014Platform:(baiduandnuomi)DetailsofGroupBuyingSendGcodetomobileGetticketatany4SshopAdmissionbyticketWithoutmarkuporwaitingAfterbuyingaGcode,averificationcodewillbesenttoyourmobile.GcodeallowsyoutobuyaGolfatoriginalpriceandgetitoneventsite.Youmaygotoany4SshoptogetapaperticketwiththeGcodeverificationtext.Youmaygototheeventsitewiththepaperticket.FAW-VWreservestherightoffinalexplanation.微信传播-平台搭建03010204text车旅趣事：高尔夫老车主故事优哉游哉：当季好去处高尔夫生活高蜜舞台粉丝节活动相关预热稿件预热稿朋友圈转发积赞送G码活动。其他粉丝节活动专题高尔夫新闻粉丝节信息推送官方稿件：首届沈阳高尔夫粉丝节即将开幕，入场券火热团购中。高尔夫7静态赏析。每天发送“粉丝节信息”到当天微信焦点位置WeChatCommunication-PlatformConstruction03010204textTravelogueGolfownerstoryTravellingandleisuretimeSeasonaltouristattractionsGolflifeGolfconfidantstageWarmupmanuscriptSharethemanuscriptatWeChatfriendcircleandgetthumb-uptowinGcodeOtheractivitiesGolfnewsReleasefansfestivalinfoOfficialrelease1stShenyangGolffansfestivalistotakeplace,ticketisavailableforgroupbuying.GolfstaticdisplaySend“fansfestivalinfo”tofocuspositionofWeChateveryday微信传播-平台搭建高尔夫粉丝团微信号：golf7fans“高蜜”阵地，为“高蜜”们提供相互交流平台，发布关于GOLF的最新消息。高蜜舞台高尔夫新闻高尔夫生活高尔夫粉丝团您好！欢迎您关注高尔夫粉丝团.高尔夫新闻：官方新闻（品牌、企业、区域大事等）、活动告知（试驾、微活动等）、促销政策（礼包、金融服务等）高尔夫生活：车旅趣事（车主故事）、畅行东北（优哉游哉、音乐驿站、美食天堂等）、关爱随行（驾驶技术、行车安全、售后服务等）高蜜舞台：活动参与平台、试驾专题、改装专题、其他专题微信平台搭建：申请公众号-设置基础页-划分板块。人车生活·亲近自然，一汽-大众给您更美秋日旅行WeChatCommunication-PlatformConstructionGolfFansGroupWeChataccount:golf7fans“高蜜”阵地，为“高蜜”们提供相互交流平台，发布关于GOLF的最新消息。NewsHuman,vehicleandlifeActivitystageGolffansgroupHello,etogolffansgroup.Golfnews:Officialnews(brand,enterprise,regionevents,etc.),activityinfo(testdrive,micro-activities,etc.),promotionpolicy(giftpacks,financialservices,etc.)Golflife:Travelogue(vehicleownerstory),travelaroundNortheastChina(Travelling&Leisuretime,MusicStation,FoodParadise),careservice(drivingskills,drivingsafety,ASserviceetc.)Golfconfidantstage：activityparticipationplatform,testdrivetopic,modificationandotherfeatures.WeChatplatformconstruction:applyforapublicaccount-setbasicpages-dividemodulesHuman,CarandLife·ClosetoNature,FAW-VWGivesYouaWonderfulFallTravelBBS传播沈阳要办高尔夫粉丝节！稿件规划：第一周：《沈阳要办高尔夫粉丝节》内容：爆料首届高尔夫粉丝节信息，引发猜想、期待；第二周：《上团购抢劫“高蜜”的约会》内容：详尽发布高粉丝节“G码”团购相关信息；第三周：《黄牛伸手“G码”，粉丝节一票难求》内容：爆料黄牛染指“G码”，炒热粉丝节；第四周：《团购无“G码”，微信有高招》内容：团购结束日爆出为解一票难求，微信再出放票方略；媒体选择：详见下页推荐媒体列表。BBS

CommunicationTherewillbeaGolfFansFestivalinShenyangPlanningofmanuscripts:week1:“TherewillbeaGolfFansFestivalinShenyang”,content:releaseinfoonthefestivaltoarouseguessingandexpectation.week2:“GrabaChancetoTakePartintheGolfFansFestivalbyOnlineGroupBuying”,content:detailedinfoaboutGcodegroupbuyingweek3:“It’sSoHardtoGetATicket”,content:ticketscalpersholdalotof“Gcodes”,thefansfestivalisverypopular.week4:“FailingtoGetaGCodebyGroupBuying,WeChatTipsonGettingaTicket”,content:groupbuyingfinished,itishardtogetaticket,WeChatgivesyoutipsongettingaticketMediaselecting:Refertothelistofmediamended.BBS-媒体列表ListofMedia序号No.类别Type网站名称Website板块Module1汽车Auto太平洋pcauto高尔夫Golf2网上车市cheshi高尔夫Golf3车天下chetx高尔夫Golf4易车bitauto高尔夫Golf5爱卡xcar高尔夫Golf6新浪sina高尔夫Golf7搜狐sohu高尔夫Golf8腾讯tencent高尔夫Golf9汽车之家autohome高尔夫Golf10车讯网chexun高尔夫Golf11网易netease高尔夫Golf12汽车中国autochina高尔夫Golf13综合Comprehensive腾讯tencent实话实说14SOSO搜吧杂谈吧chat15百度baidu杂谈吧chat新浪论坛sinaforum新浪杂谈sinachat1617凤凰网论坛phoenixforum铿锵杂谈kqchat18网易论坛neteaseforum社会万象socialnews19天涯来吧tianya天涯杂谈tianyachat20西祠胡同xici胡同杂谈hutongchat21西陆论坛xiluforum大杂烩chat22中经中经茶馆ceteahouse23网上车市cheshi大爱天下theworld24MSN汽车论坛天下杂谈worldtopic25搜狐sohu休闲驿站leisure26车讯网chexun车迷闲聊carfans序号No.类别Type网站Website类别Type1地区RegionMSN汽车MSNauto沈阳分论坛Shenyangsub-forum2太平洋pcauto沈阳分论坛Shenyangsub-forum3车天下chetx沈阳分论坛Shenyangsub-forum4汽车之家autohome沈阳分论坛Shenyangsub-forum5东北论坛沈阳分论坛Shenyangsub-forum6网上车市cheshi沈阳分论坛Shenyangsub-forum7搜狐sohu沈阳分论坛Shenyangsub-forum8易车bitauto沈阳分论坛Shenyangsub-forum9网易netease沈阳分论坛Shenyangsub-forum10爱卡xcar沈阳分论坛Shenyangsub-forum11新浪sina沈阳分论坛Shenyangsub-forum12腾讯tencent沈阳分论坛Shenyangsub-forum论坛主要覆盖垂直、门户类网站沈阳分站；同时覆盖地方类论坛，以沈阳市为主，扩大曝光量。MainlycoveringShenyangsub-forumsatverticalandportalwebsites;andcoveringlocalforumsdominatedbyShenyangforumstoincreaseexposure.目录Contents项目策略Strategy线上传播OnlineCommunication线下体验OfflineExperience活动管理ActivityManagement项目附件Back-up活动概述活动时间：8月9、10日（周六日）活动地点：沈阳三原色试车场活动主题：狂欢吧，高蜜们！

——首届一汽-大众高尔夫粉丝节活动内容：读、赏、试活动人员:试驾嘉宾400人/天

备选活动主题-1：标杆品质唯你而来（主打品质）备选活动主题-2:质焕璀璨·进化传奇（主打文化）EventOverviewTime:August9to10(weekend)Location:ShenyangTheme:Let’sCelebrate,GolfConfidant!-1stFAW-VWGolfFansFestivalActivities:productpresentation,driftingperformance,in-depthtestdrive,freenegotiationPeople:testdriveguests,4000p/day

optionaltheme-1:BenchmarkQualityforYou

optionaltheme-2：A40-YearLegendBornforMe整体场地鸟瞰TopViewofthewholeplace篷房内设计鸟瞰TopViewofTent读车Read赏车View试车Drive接待区设计ReceptionAreaDesign读车区设计DesignofVehicleAppreciationAreas赏车区读车Read赏车View试车Drive读车区设计PurchaseAreaDesign读车Read赏车View试车Drive定制级科目设计Customerorientedtestdrivingdesign情景式试驾Scenariotestdrive还原日常开车情景，将产品优势的展示置于真实情景，更贴近用户生活Setadailydrivingcondition,showGolf’sadvantageunderrealcondition.专业性能试驾Professionalperformancetestdrive为高7量身打造试驾科目，综合展示产品先进科技及性能DesignGolfexclusivetestdrivesubjecttoshowitscomprehensiveperformance.科目说明：逐鹿天下SubjectDescription:Racing试驾设计Testdrivingdesign一键启停Start&stopsystem驻车系统AutoholdsystemACC驾驶系统ACC预碰撞系统Pre-sense龙门发车-车辆启停系统，教练提示在开启和关闭启停系统的情况，分别感受停止和起步的区别，体现启停系统噪音小、操作方便、节能省油的特点试驾设计Testdrivingdesign1Departure-start&stopsystem.Instructortellsgueststofeelthedifferencesofvehiclewhenthestart&stopsystemisonandoff,showingthelowernoise,easyoperationandfuelefficiencyofthesystem.通过桥梁-自动驻车系统，在坡路上驻车开启自动驻车系统，不用拉起手刹，便捷安全2试驾设计TestdrivingdesignPassingbridge-autoholdsystem.Turnonautoholdsystemwhenparkingonaslope,noneedtopullhandbrake,whichisconvenientandsafe.试驾设计Testdrivingdesign高速公路-ACC驾驶辅助系统，在前方有车的情况下，自动调节速度，快接近时自动进行全力制动，感受便捷安全3Expressway-ACC.ACCwillautomaticallyadjustcarspeedwhenthereisavehicleinfront,andbrakethecarautomaticallywhenclosetothevehicleinfront,whicissafeandconvenient.拥堵路段-预碰撞系统，演示前方车辆突然制动时，车辆会进行1次点刹，提醒驾驶员，同时车辆会立刻以3m/s的加速度自动制动，迅速关闭车窗与天窗，并开启危险警告灯4试驾设计TestdrivingdesignHeavytrafficroad-Pre-crashsafetysystem,itisshowingthatwhenthereisacarstoppingsuddenlyinfront,thetestdrivecarwillbrakeonetime,alarmdriver,meanwhilethecarwillbrakeatthespeedof3m/s,closethesunroof,andturnonwarminglight科目说明：城市之间SubjectDescription:InDowntown试驾设计Testdrivingdesign导航系统GPS灵动驾驭SmartcontrolESP倒车影像Reverseimage车内空间Space灵活操控Flexible从家出发-模拟导航使用，感受优化路线，查询拥堵信息等功能Startingfromhome-GPS.Simulatenavigation,experienceoptimizedroute,checkheavy-trafficroadandotherfunctions.1试驾设计Testdrivingdesign多弯胡同-体验ESP车身稳定系统，模拟紧急避让，车辆突然转向时，能够修正转向不足和转向过度现象2试驾设计TestdrivingdesignCurvedlane-ESP.Simulateabruptlanechanging.Whenturningvehicleabruptly,ESPcanhelpadjustunder-andover-steering.抢车位-体验倒车影像，解决停车难的问题3试驾设计TestdrivingdesignGrabbingparkingspace-Automaticparkingsystemexperience，itisshowingtheparkingsystemtohelppeopleparkunderacrowedcondition.商圈乱市-视线优势和驾驶灵活性，道具模拟乱市障碍物，体验高7在窄路行驶时特有的视线优势和灵巧通过性4试驾设计TestdrivingdesignBusinessdistrict-Viewingadvantageanddrivingflexibility，usingitemstostimulateabusinessdistricttoletguestsexperiencetheviewingadvantagesanddrivingflexibilityofGolf7inanarrowstreet超市采购-体验后备箱空间，嘉宾在指定时间内将超市货物搬到试驾车上，货物最多者，可获得纪念奖品5试驾设计TestdrivingdesignSupermarket-experiencethespaceoftrunk，gueststransportfreightsintothevehiclesinaspecifiedtime,andtheguestwhotakesmorewillwinaprize.7复杂路况-车身灵活性，驾车驶入执行道，再倒回，重新回到主路绕行。模拟日常行车遇到复杂路况，体验高7灵活性。路障试驾设计TestdrivingdesignComplexroadcondition-Flexibilityofcarbody

Driverdrivesthecarintostraightroad,andthengobacktothemainroadtodrivearound.Thisdesignissimulatingcomplexroadconditioninlife,andtoreflecttheflexibilityofGolf7.活动流程日期时间时长活动内容备注户外室内周六/周日9:00-9:3013:00-13:3030’前期准备前期准备人员就位/车辆就位9:30-9:4013:30-13:4010’来宾引导工作人员列队欢迎、引导9:40-9:4513:40-13:455’漂移表演教练进行演示9:45-9:5013:45-13:505’开场及展车介绍主持人开场由经销店销售经理介绍户外展示车辆9:50-10:0013:50-14:0010’入场核对各店来场人数，顾客进场落座10:00-10:2014:00-14:205’篷房内培训主持人串场，介绍活动流程，领导致辞15’专业教练进行注意事项讲解10:20-11:5014:20-15:5090’百公里加速赛洽谈签单安排加速赛报名选手参赛常规科目试驾洽谈签单试乘试驾准备（15分钟，为销售顾问提供首次销售高峰）顾客至试乘试驾区领取试乘试驾排序号码，来宾按组分别进行百公里加速赛11:50-12:0015:50-16:0010’结束主持告知当日最终冠军，颁奖，宣布活动结束，发礼品，客户离场注：活动每天两场，开始时间为9：00、13：00。EventRundownDatetimedurationcontentdescriptionoutsideinsideSaturday/Sunday9:00-9:3013:00-13:3030’preparationpreparationStaffandtestdrivecarprepareswell9:30-9:4013:30-13:4010’ingtheguestseandguide9:40-9:4513:40-13:455’DriftshowInstructorsplaythedriftshow9:45-9:5013:45-13:505’OpeningandtheintroductiontotheshowcarThehostmakesthewarm-up,andthedealer’ssalesconsultantintroducethecar9:50-10:0013:50-14:0010’Entrancecheckthenumberofcustomers10:00-10:2014:00-14:205’TraininginthetentThehostintroducestheeventroutine,theseniorexecutive'sspeech15’Theprofessionaldrivinginstructor'straining10:20-11:5014:20-15:5090’100mraceTalkwithcustomersManagethe100mraceOthertestdriveprogramsTalkwithcustomersPreparing

15minutes,waitingforsalesconsultantfinishtalking）Thecustomersjointhetestdriveprogramsonebyone11:50-12:0015:50-16:0010’endthehostannounceswhoisthechampion,afterthat,thecustomersleavethevenueNote:2waveseachday,startingat9:00and13:00活动规则活动规则：活动期间，通过参加“狂欢吧，高蜜！——首届一汽-大众高尔夫粉丝节”活动，成功报名参与“百米加速赛”的客户，冠军将获得精品数码大奖！凭借“G码”参与本次活动，现场可免费领取软饮一杯，购车将机会抽取惊喜大奖!本活动所有奖项仅对”G码”用户发放，包括电脑端活动页面和手机端活动页面；预约比赛：建议完整填写个人信息，比赛及试驾当天携带驾照，驾照需满二年；获奖名单将在活动当天现场公布，并由“首届一汽-大众高尔夫粉丝节”活动会务组统一通知获奖者；奖品由会务组统一发放，不收取任何现金或其他形式的费用。奖品设置：惊喜豪礼：所有参与“百米冲刺赛”活动用户，均有机会获得惊喜大奖，活动共放送3个惊喜大奖，惊喜等你拿！冠军礼：参与“百米冲刺赛”活动用户，冠军将获得精美数码大奖！订车礼：所有参与活动并达成全新高尔夫订单的车主，即有机会获得精美购车礼；每天抽取7位获奖客户。幸运礼：所有参加“狂欢吧，高蜜！——首届一汽-大众高尔夫粉丝节”活动的客户，凭借“G码”参与本次活动，均有机会抽取超级大奖！以上奖品不重复发放。本活动最终解释权归一汽-大众东北区事业部所有。EventRulesEventrules:Everycustomerwhoparticipatesinthe100mracecouldenjoyacupofsoftdrinkforfree;thechampioncouldwinavaluabledigitalproduct,andeverybuyerhasachancetowinthesurprisingawards.OnlyGcodecustomers,includingbothPCusersandmobilephoneusers,couldgettheawards;Thecustomersneedshowtheirdrivelicensefirst,andtheirdrivingexperiencemustbemorethan2years;Thewinnerlistwillbeannouncedontheeventday,andonlytheorganizerhastherighttoinformthewinnersAlltheawardswillbesentbyorganizer,thewinnerswillaffordnothingAwardsSetting:Thesurprisingaward:3forthe100mraceparticipantsChampionaward:1forthe100mracechampion,avaluabledigitalproductOrderaward:7perday,drawalotteryLuckyaward:allGcodecustomerscouldtakepartinEveryoneonlycouldget1awardTheFAW-VWRSD1

reservestherightof

final

interpretationofthe

event场地推荐(三源色沈阳汽车试驾中心)场地简介：三源色为中国汽车试驾基地第一品牌，2004年成立于深圳。已在深圳、广州、佛山、东莞、长沙、三亚、青岛、南昌、成都、上海、沈阳、重庆、厦门、昆明、杭州等城市设立分公司运营旗下19大试驾基地，是中国经营试驾场最多、销售网络最广的连锁汽车试驾运营服务商。三源色-沈阳汽车试驾中心位于沈阳市浑南新区东湖学校附近（即杨官派出所旁），占地8万平方米。包括发布厅、改装中心、小型赛车场、综合试驾区以及越野试驾区等。活动场地推荐三源色-沈阳汽车试驾基地综合试驾区，2.4万平方米的水泥路面能够满足此次活动直线加速、小角度S弯、大角度S弯等科目需求。场地总面积：8万㎡发布厅面积：200㎡改装中心：1100㎡小型赛车场：3万㎡综合试驾区：2.4万㎡综合试驾区300m*80mmendedVenue(SanyuanseTestDriveCentre)SanyuansetestdrivecentreisthemostfamoustestdrivevenuebrandinChina,andwasfoundedinShenzhenat2004.Now,Sanyuansehas19testdrivevenuesallovertheChina.SanyuanseShenyangtestdrivecentrelocatesinHunnandistrict,covers80,000

㎡.Thefacilitiesincludeaconferencecentre,arefittingfactory,aracetrack,andanoffroadtestdrivevenue.TheSanyuansetestdrivecentrecouldmatchourevent’srequirementsTotalarea:80000㎡Pressroom:200㎡Modificationcenter:1100㎡Smallautodrome:30000㎡Comprehensivetestdrivearea:24000㎡comprehensivetestdrivearea300m*80m场地平面图VenuePlan试驾中心平面图Testdrivecentreplan场地电源：380V电源数量：1个供电范围：无限制，视外接电线长度而定场地供水：定点供水场地范围：视外接水管长度而定场地停车场：场地设有停车场停车位数量：100个停车位场地厕所：固定洗手间厕所数量：2个，男女各1个礼品推荐mendedGiftsJBL苹果音箱体记忆超薄环车载空气净化器观众幸运礼-100元Giftsforaudiences-¥

100蓝牙耳机移动电源购车幸运礼-1000元Giftsforbuyers-¥

1000

安全儿童座椅智能除尘器趣味试驾冠军奖-2000元Awardsforthechampionof100mrace-

¥

2000JBLtablespeakerIntelligentbraceletAirfreshenerBlueteethearphonePortablepowersourceChildsafetyseat

Robot

vacuum张明ZhangMing辽宁电视台《辽宁新闻》主持人辽宁电视台著名节目主持人2008中国播音主持“金话筒奖”电视播音作品奖合作项目：2009年奥迪营销竞赛2010年奥迪营销竞赛决赛2010奥迪A5家族上市盛典2010品鉴之星二手车业务技能大赛决赛-颁奖晚宴2012年品鉴之星二手车业务技能大赛决赛-颁奖晚宴主持人推荐MCmendation辽宁电视台《新北方》主持人工作经历：

2001年5月--12月沈阳电视台主持《直播生活》

2002年1月--2004年10月辽宁电视台主持《教育时空》2004年10月--至今辽宁电视台主持《新北方》金霞JinXia主持人推荐MCmendation目录Contents项目策略Strategy线上传播OnlineCommunication线下体验OfflineExperience活动管理ActivityManagement项目附件Back-up客户邀约全程管理客户获知活动信息获得G码（团购/集赞）至经销店换取纸质门票到经销店了解活动信息客户信息登记参加活动未参加活动现场未购车数据反馈回经销店销售顾问继续跟进团购G码未参加活动完成现场购车直接在店购车TheManagementSystemofClients’InvitationClientsacquiretheeventinfoGettheGcode(groupon/collectthepraises),exchangetheGcodeforaticketatthedealershopGettheeventinfoatthedealershopRegisterthecustomer’sinformationJoinNotjoinNotbuyvehicleonsiteSendthesalesperformancedatatothedealer,thedealer’ssalesconsultantsfollowupGroupontheGcodeNotjointheeventBuyvehicleoneventsiteBuyingat4Sshop项目时间推进管理6月7月8月Week1Week2Week3Week4Week1Week2Week3Week4Week1Week2线下活动线上传播平台搭建，经销商微信号推广、引流粉丝粉丝节活动信息+公众号常设板块信息发布+百米加速赛报名集赞赢“G码”约会粉丝节第一次区域沟通会粉丝节亮点透漏现场报道完成场地效果图确认75天微信团购BBS平台准备线上招募期信息保温期倒数期团购“G码”约会高尔夫粉丝节炒话题，推微信，引粉丝粉丝节活动信息粉丝节“G码”团购开始热炒粉丝节一票难求团购无“G码”微信有高招微信号搭建“族群家园”加微信，粉丝节现场有惊喜粉丝节亮点透漏场地准备人员筹备区域沟通场地洽谈，签订场地使用合同敲定表演人员名单以及节目确认现场兼职、礼仪人员并进行培训第二次区域沟通会现场搭建人员彩排第三次区域沟通会物料准备物料购买、制作、运输票务店头换票，报名参加比赛节奏活动执行ProjecttimelineJuneJulyAugustWeek1Week2Week3Week4Week1Week2Week3Week4Week1Week2OfflineactivitiesOnlinecommunicationplatformestablishment,dealerspublicizeeventsthroughWeChatFansfestivalinfo+releaseinfobymoduleatpublicaccount+sign-upfor100maccelerationraceGetGcodebycollectingthumb-upstotakepartinthefestival1stRegion’scommunicationmeetingreleasehighlightsoffansfestivalLivereportConfirmvenuerendering75daysWeChatGroupbuyingBBSPlatformpreparationOnlinerecruitmentWarm-upperiodCountdownperiodGroupbuy“Gcode”totakepartingolffansfestivalCreatetopic,establishWeChat,attractfansFansfestivalinfoStartgroupbuyingoffansfestival“Gcode”ReleasethemessagethatitisveryhardtogetatickettothefestivalWeChattipsforgroupbuyingof“Gcode”Organize"Golf7fansfamily”byWeChataccountFollowingWeChataccountmaygetasurprisegiftoneventdatereleasehighlightsoffansfestivalVenuepreparationStaffpreparationRegioncommunicationSignvenuecontractDefineperformersandprogramsConfirmhelpersandhostessesandconducttrainings2ndRegion’scommunicationmeetingOnsiteconstructionRehearsal3rdcommunicationmeetingwithMaterialspurchase,productionandtransportofmaterialsTicketGettingticketatdealershipandsignupforcompetitionRhythmExecution项目管理——安全环保环保分类解决方案搭建物料木质结构板材全部使用防火、环保材质的复合板搭建过程中的涂料均为净味产品，并且达到国家环保标准活动中的剩余物料采取重复利用或分类回收的方法进行处理.活动物料现场放置垃圾分类的垃圾桶活动中的餐具均为可降解餐具，方便废物回收礼品包装礼品包装均为环保纸包装，放于环保袋内SubjectManagement–Safety&EnvironmentKindSolutionConstructionmaterialsUsefireproofingandenvironmentalcompositeboardonwoodstructureUsenationalstandardnon-smellprintingduringtheconstructionRecycleandreusematerialsrespectivelyActivitymaterialsUseclassificationcollectiongarbagecanonsit