某汽车ALA南部区上市传播方案

奥迪A6LPA南部区上市推广方案

AudiA6LPASouthAreaLaunchingandPromotionPlan

广州国云风广告有限公司GAAC.GZ目录Contents

区域市场分析RegionalMarketAnalysis

A6LPA上市整合传播策略A6LPAlaunchingintegratedpropagandastrategyA6LPA投放活动A6LPAlaunchingactivityA6LPA上市媒体传播A6LPAlaunchingactivity整体报价及费用分配generalquotationandfeeslist区域市场分析RegionalMarketAnalysis区域特征分析Areacharacteristicsanalysis

南区地域辽阔，区域特征复杂，经济发展水平不一；华南小区、中南小区、东南小区三地的消费观念、生活习惯以及品牌认知度等存在较大差异；SouthAreahaswideareawithcomplicatedcharacteristicsandunbalancedeconomicdevelopment,SouthChinaarea,centralChinaareaandSoutheastChinaareahavedifferentconsumptionconcept,lifehabitandbrandcognizance;南区尤其华南毗邻港、澳、台，率先开放，受整体经济环境影响，创新和进取是生存发展的基本条件，更容易接受新观念、新事务；华南本地客户受日系车的影响很大，消费观念务实，追求性价比；SouthArea,particularlyforSouthChina,neighborsHongKong,MacauandTaiwanwithearlieropening,andcaneasilyacceptnewconceptandnewaffairswithinnovationandstrivingasthebasicconditionsofsurvivalanddevelopmentduetothegeneraleconomicenvironment;SouthChinaclientsarepowerfullyinfluencedbyJapanesecarswithpracticalconsumptionthoughtandpursuecostperformance;随着粤港澳经济圈的建成和东盟合作的深入，南区沿海省份特别是广东省仍具有巨大增长空间，是南区的推广重点；AstheconstructionofCanton,HongKongandMacaueconomicringandthedeepeningofASEAN,thecoastalprovincesinSouthArea,particularlyforGuangdongProvince,hastheenormousincreasingspaceasthekeyforpromotioninSouthArea;销售分析Salesanalysis08年至今奥迪A6L在南部区C级车中仍占据领先位置，这与长期积累的豪华车品牌、严谨的德系工艺、卓越的性能等因素相关；Since2008,AudiA6LhaskeptleadinginCLASSCinSouthArea,whichisrelatedwiththedeluxecarbrand,preciseGermanytechniqueandoutstandingperformance;A6L同时也面临着严峻的市场挑战，08年总体市场份额下滑，除了宝马、奔驰等传统竞争对手外，雷克萨斯对A6L的威胁也越来越大；A6Lisalsofacingsharpchallenge,in2008,thegeneralmarketshareisdropping,besidessuchtraditionalcompetitorsasBMWandBENZ,LexusalsoshowshigherandhigherthreatentoA6L;在南区重点销售区域广东，A6L已失去明显竞争优势，不但和宝马、奔驰的距离慢慢拉近，甚至被雷克萨斯赶超；InthekeysalesareainSouthChina---Guangdong,A6Lhaslostobviouscompetitiveadvantages,andtheadvantageswithBMWandBENZislightlyshortened,anditisevensurpassedbyLexus;竞争分析今年以来BMW、MB、Lexus

在南部区的市场活动非常活跃，保持着较高的品牌声量；

BMW9月8日华晨宝马推出”零利率”购车方案7月6日宝马523Li标准型上市售价43.36万元7月4日未来的”N”种可能BMW”GINA”炫目发布7月3日创新BMWX6全轿跑车中国上市6月5日宝马携手中华慈善总会设立宝马爱心基金6月10日全新宝马1系登陆中国5月29日

BMW320i进取型上售价人民币30.9万元4月23日

BMW&MINIExperienceDay感受完美3月14日宝马3系新车路试－新车型今夏将现身展厅1月16日新BMW5系长轴距版试驾鉴赏日……….MB9月2日奔驰C200K标准型上市售价34.8万元8月6日网动佛山奔驰青少年网球总员7月14日新一代梅赛德斯-奔驰CLS轿跑车正式上市5月28日悠游生活海外深度试驾梅赛德斯奔驰SLK3505月3日及“奔驰E级轿车安心如E”深圳5月10日品鉴试驾会4月7日梅赛德斯-奔驰S600GuardPullman发布3月21日

《图兰朵》首演助兴国产新奔驰C级轿车成功上市3月15日国产新奔驰C级上市……….8月23日

2008奥运国际顶级马术体验日7月1日至

LEXUSIS300「盛情免息优惠7月31日

]活动 6月10日

“悠之畔,行之悦”──LEXUS雷克萨斯江南品鉴会正式启动4月25日

2008LEXUS中国精英赛完美收杆3月15日大兴雷克萨斯315诚信宣言-买车送车活动1月10日雷克萨斯LX570全国正式上市售价129.8万元

……….LexusCompetitionAnalysisBMW8thSeptemberBrillianceBMWpromotes”ZeroInterest”CarPurchasingPlan6thJulyBMW523ListandardtypelauncheswithsalespricereachingRMB433,6004thJuly“N”kindsofpossibleinthefutureBMW“GINA”launching3rdJulyInnovativeBMWX6coupelaunching5thJuneBMWcooperatedwithChinaCharityFederationtosetupBMWBenevolentFund10thJunebrandnewBMW1launchedChina29thMayBMW320istrivingtypelaunchesandthesalespriceisRMB309,00023rdAprilBMW&MINIExperienceDay14thMarchBMW3newcartestdrive-newcarwilllaunchinexhibitionhallinthissummer16thJanuaryNewBMW5longshaftwheelbasetestdriveappreciationdaySince2008,BMW,MBandLexushavepromotedvariousactivitiesinSouthAreaandkeptahighbrandawareness;MB2ndSeptemberBENZC200KstandardtypelauncheswithpricereachingRMB348,0006thAugustFoshanBENZYouthTennisstarts14thJulynewgenerationMercedes-BENZCLScoupelaunches28thMayLeisurelifeforeigntestdriveMercedesBENZSLK3503rdand10thMay“BENZE“ShenzhenAppreciationTestDrive”7thAprilMercedes-BENZS600GuardPullmanissuance21stMarch“Turandot”performanceforhomemadenewBENZCLASSClaunchessuccessfully15thMarchhomemadenewBENZCLASSClaunching……….Lexus23rdAugust2008OlympicWorldTopEquestrianismExperienceDay1st-31stJulyLEXUSIS300[InterestFreePreferential]activity10thJune“EnjoyLeisure,EnjoyTravel”-LexusJiangnanAppreciationstarts25thApril2008LEXUSChinaEliteGolfFinished15thMarchDaxingLexus315CreditProclamation–ActivityofBuyingCarandSendingCar10thJanuaryLexusLX570launcheswithsalespricereachingRMB1.298million ……….目标客户分析Targetclientanalysis

奥迪A6L车主人生观、生活观、工作观汇总SummaryofviewpointonlifeandworkforAudiA6Lcarowners

南区A6L目标客户多为企业主、政府和外资企业中高阶主管；SouthAreaA6Ltargetclientsaremostlyenterprisesowners,administration,middleandseniorchargersofforeignenterprises;根据南区经济和地域环境的不同客户的文化水平、生活习惯等方面也存在较大差异；There’sdifferencesfortheeconomicandgeographicenvironmentaswellasthecultureandlifehabitofclientsintheSouthArea;区域市场分析RegionalMarketAnalysis

消费者：

区域环境复杂，客户认知度存在差异；Consumers:Complicatedareaenvironment,differentclient’scognizance;

受经济改革开放影响较大，具备创新、进取精神，容易接受新事物；

Withhighinfluencefromeconomicopeningwithinnovativeandstrivingspirit,easyforacceptingnewthings;奥迪A6L区域市场分析AudiA6LRegionalMarketAnalysis品牌：Brand:

仍处于豪华车领先地位

Keepleadingstatusasdeluxecar

受传统日系车观念干扰InterferebythetraditionalJapanesecarconcept

市场竞争激烈，受竞品影响较大，品牌关注度减弱Sharpcompetitivemarket,highInfluencefromcompetitiveproducts,weakbrandattention产品：Product:

缺乏新的产品竞争力；

withoutnewproductcompetitiveforce;

缺乏新的销售话题；

withnewsalestopic;A6LPA上市传播策略A6LPAlaunchingpropagandastrategy区域上市推推广目标AreaLaunchingandPromotiontarget通过奥迪A6LPA的上市传播播，持续提提升奥迪在在南部区的的品牌形象象；ThroughtheAudiA6LPAlaunchingpropaganda,constantlyimprovethebrandimageofAudiinSouthArea;通过不同层层面的传播播方式，精精准定位目目标客户，，增加潜在在客户以及及提高区域域销售；Throughdifferentlayer’sofpropaganda,precisepositioningtargetclient,developpotentialclientsandincreaseregionalsalesvolume;（区域支持持Supportbyarea）区域上市推推广策略Arealaunchingandpromotionstrategy总部投放Headofficelaunching南区投放SouthArealaunching华南投放SouthChinalaunching中南投放CentralChinalaunching东南投放Southeastlaunching经销商投放放Distributorslaunching投放行程launchingtravel覆盖范围Coverage影响对象Objects全国Entirecountries南部各小区区SouthArea各重点省市市Keyprovincesandcities全国公众、、媒体Nationalwidepublics,media区域客户、、媒体Areaclient,media潜在客户和和地方媒体体potentialclientandlocalmedia（总部支持持Supportbyheadoffice）（区域支持持Supportbyarea）区域上市推推广总策略略——先总后分、、区域渗透透、全面覆覆盖Arealaunchingandpromotiongeneralstrategy---generalthefirst,penetratingareas,completecoverage借势总部活活动的影响响力，结合合分区域上上市发布助助燃把新A6L上市信息全全方位覆盖盖南部区；；Withtheforceofheadofficeactivity,combiningthelaunchingindifferentareas,completelycovertheSouthAreawiththenewA6Llaunchinginformation;在华南重点点区域集中中投放，营营造最大媒媒体效应和和提升销售售；中南和东东南根据地地域特点做做针对性上上市活动LaunchinSouthChinakeyareas,developmaxmediaeffectandincreasesalesvolume;holdtargetedlaunchingactivitiesinCentralChinaandSoutheastChinaaccordingtolocalcharacteristics通过区域终终端体验加深目标客客户的的认认知，提高高销售；Deepentheknowledgeoftargetclientsthroughareaterminalexperience,increasesalesvolume;区域上市推推广策略AreaLaunchingandPromotionstrategy分区域投放放、根据区区域特色生生动塑造品品牌形象以以及诠释产产品特性Launchindifferentareas,developthebrandimageandexplaintheproductfeaturesaccordingtothecharacteristicsofdifferentareas上市投放LaunchingA6LPA上市A6LPAlaunching配合总部全全面的媒介介攻势进行行区域分众众媒体投放放，进一步步扩大事件件影响力，，渗透目标标客户Supportheadofficemediastrikeforlaunchingindifferentareas,powerfullyexpandtheeventforce,andattracttargetclient媒介组合Mediacombination配合投放主主题进行终终端发布和和产品体验验，进一步步发掘潜在在客户Supportthelaunchingthemeforterminalissuanceandproductexperience,powerfullydeveloppotentialclient终端建设Terminalconstruction自上而下统统一上市视视觉主题，，整合区域域资源准确确传递品牌牌以及产品品信息Applyconsolidatedlaunchingvisualtheme,integratearearesourcesandaccuratelypassthebrandandproductinformation广告管理Advertisementmanagement奥迪A6LPA上市传播主主画面AudiA6LPAlaunchingpropagandamainmenuA6LPA投放活动A6LPAlaunchingactivityA6LPA投放活动策策略A6LPAlaunchingactivitystrategy活动目标：：将A6LPA的全新产品品特征和进进取精神传传递给公众众和媒体Activitytarget::PassthebrandnewproductcharacteristicsandstrivingspiritofA6LPAtopublicsandmedia活动策略：：深度挖掘掘“变，以驭驭万变”的内涵，结结合南区区区域特征，，通过设计计富有创意意的活动细细节和内容传传递品牌和和产品的创创新精神。。Activitystrategy:powerfullyshowtheconnotationof“optimizingformeetingdifferentchanges”,combinetheSouthAreacharacteristics,designoriginalactivitydetailsandcontentstopasstheinnovativespiritofthebrandandproduct.投放地点：：深圳Shenzhen一个勇于求求变，敢于于尝试的城城市，正是是这种创新新精神成就就了它成为为南区以至至是全国最最具经济活活力和投资资经营优势势的城市之之一；Abravelyinnovativecity,itistheinnovativespiritwhichpromotesitasoneofthecitieswithhighesteconomicactivityandinvestmentadvantagesinSouthAreaandevenentireChina;不断创新、、进取变革革也是深圳圳企业走在在国内同行行业前端的的核心理念念，与奥迪迪A6LPA“变，以驭万万变”的传传播定位相相吻合；ConstantinnovationisalsothecorethoughtforShenzhenenterprisestokeepleadingathome,whichmeetsthepropagandapositioningofAudiA6LPA““optimizingformeetingdifferentchanges”;深圳在南区区销售城市市中占有举举足轻重的的地位，市市场潜力巨巨大，在此此投放将直直接抗击竞竞争对手的的市场活动动；ShenzhenisimportantinSouthAreawithhighmarketpotential,itcandirectlyresistthecompetitor’smarketactivitytolaunchhere;产品层面Products南区企业的的变革精神神，体现奥奥迪A6L的商务定位位。InnovativespiritofenterprisesinSouthArea,showthebusinesspositioningofAudiA6L主题“变，，以驭万变变”，更深深层次的是释放一种种奥迪基因因的创新和和进取。Thetheme“Change，todrivethechanges””,releasetheinnovationandstrivingofAudigene企业层面Enterprise精神层面Spirit充分感受奥奥迪A6LPA的34项改变。Completelyfeelthe34optimizationsofAudiA6LPA解决思路：：结合南区区特点，分分三个层面面完美诠释释Solutionthought:CombineSouthAreacharacteristics,perfectlyshowinthreelayersThetheme“Change，todrivethechanges””主题“变，，以驭万变变”Change，todrivethechanges策略思路：：如何使传播播主题“变变，以驭万万变”在南南区落地Strategythought:Howtohighlightthepropagandatheme““Change，todrivethechanges””inSouthArea晚宴Eveningbanquet发布会Issuanceconference新车揭幕Newcarunveiling“变·时代”广东东大事件倒计计时“Change•Times”Guangdongeventcountingdown奥迪A6LPA“蜕变”亮相相AudiA6LPA““Change”launches“蜕变之美美”新功能服装装秀BeautyofChangeNewfunctionsfashionshow“因思而变变”名人访访谈“ThinkingupMakesLookingup””famousgentriesinterview蝶变广东－－奥迪成果果展ChangeofGuangdongAudiachievementsexhibition创意美食展展示“变”的内内涵Originalfoodsexhibitstheconnotationof“Change”“梦幻之变变”表演节节目“DreamChange””performance活动亮点规划Activitybrightspotplanning紧扣传播主主题“变，，以驭万变变”，在活活动中全方方位贯穿主主题。Followthepropagandatheme““Change，todrivethechanges””,completelyshowthethemeintheactivity.（产品层面面、企业层层面、精神神层面）（（Products、Enterprise、Spirit）－发布会即将将开始前，，大屏幕上上亮起约1分钟的从10倒数至1的倒计时短短片。Beforethestartoflaunchingconference,thescreenplaysabout1-2minutesfilmtocountdownfrom10to1.－适适逢今年是是广东改革革开放三十十年，所以以短片每倒倒数一下，，会出现广广东的一个个敢为人先先的重要变变化事件，，到最后倒倒数到1的时候，出出现奥迪A6LPA，上市仪式式正式开始始。2008isthe30thyearofGuangdongopening,countdownonce,oneimportantchangeplaysonthescreen,whencountingdownto1,AudiA6LPAlaunchingceremonyisformallystarted.亮点一：““变·时代”广东东大事件倒计时Brightspot1:“Change•Times”Guangdongeventcountingdown举例：ForExample:倒数到“10”时，出现78年广东成为为全国最早早对外开放放的省份之之一。Whencountingdownto“10”,showthepicturethatGuangdongbecameoneoftheearliestopeningprovincesinChinain1978.倒数到“5”时，出现92年邓小平南南巡深圳的的情景。Whencountingdownto“5””,showthepicturethatDengXiaoping’stourtoShenzhenin1992.倒数到“1”时，出现08年奥迪A6LPA正式上市，，喻意奥迪迪上市正引引领着一种种新的变化化和打开新新的格局。。如同不断断发展的广广东，奥迪迪A6也在不断地地进步和创创新。Whencountingdownto“1””,showthepicturethatAudiA6LPAformallylaunchesintothemarketin2008,andimpliesthatAudileadsthenewtimes－与线上上TVC的“蜕变篇篇”相呼应应，达到传传播上的整整合一致性性，以破茧茧而出从创创新概念让让奥迪A6LPA亮相，震撼撼全场。EchowiththeTVC“Change”,withintegratedandaccordantpropaganda,thuslaunchingAudiA6LPAlauncheswiththeinnovativeconcept.－嘉宾和和媒体来到到会场，舞舞台配合现现场展具出出现一个巨巨大的茧的的图案，制制造悬念猜猜测里面的的是什么Guestsandmediaenterthesite,andexhibitabigpictureofcocoononthestage,producethesuspenseandguesswhatisinside－发布仪仪式开始，，在期待中中，茧从中中间向两边边打开，配配合绚丽的的灯光特效效，全新的的奥迪A6LPA新车闪亮登登场Startissuanceceremony,intheexpectation,thecocoonopenswiththesplendidlight,brandnewAudiA6LPAnewcarlaunches亮点二：奥迪A6LPA““蜕变”亮亮相Brightspot2:AudiA6LPA“Change”launches几位嘉宾和和主持人圆圆桌轻松访访谈，带出“变，，以驭万变变”的主题题精神。Severalguestsandthepresiderareeasilychattingalongtheroundtable,showthespiritof“optimizingformeetingdifferentchanges””嘉宾：Guests:访谈形式：：Interviewingmode1位奥运冠军军＋2名企业家1Olympicchampion+2-3enterprisers亮点三：““因思而变变”名人访谈Brightspot3:“ThinkingupMakesLookingup””famousgentriesinterview变，以驭万变Change，todrivethechanges招商银行行行长马蔚华华谈其品牌牌理念“因因您而变””，如何从从一间区域域性银行发发展成市值值800多亿美元的的全国性银银行。PresidentofChinaMerchantsBankMaWeihuatalksaboutthebrandthought“Changeforyou”,andhowtodevelopfromtheregionalbankintothenationalwidebankwiththevalueexceedingUSD80billion.腾讯董事长长马化腾讲讲述10年来在变化化万千的互互联网世界界，如何通通过自身变变革和创新新，来保持持高速的增增长。ChairmanofTencentMaHuatengtalkshowtokeepfastincreasethroughinnovationinthechangingInternetworkfor10years.奥运冠军马马琳亲述在在奥运总决决赛中，如如何通过不不断变化的的球路抑制制对手，最最终取得这这一枚宝贵贵的乒乓球球男单金牌牌。OlympicchampionMaLintalkshowtoinhibitthecompetitorthroughchangedballrouteintheOlympicFinal,andthenwintheprecioustabletennisgoldmedal.传统做法：：只有声没没有形，平平面化，沉沉闷Traditionalmethod:there’sonlysoundwithoutshape,focusonnewspaperandmagazine,whichisboring创新做法：：把变的DNA更形象化展展示出来Innovativemethod:exhibitthechangedDNAvisually产品技术讲讲解是发不不会必不可可少可一环环，常规的的做法是以以产品图为为背景，技技术人员逐逐项讲解，，效果平面面化，气氛氛较为沉闷闷，难以吸吸引嘉宾和和媒体的注注意力。Producttechnicalexplanationisthenecessarycontent,conventionalmethodistotaketheproductpictureasbackground,technicalstaffsexplainitembyitem,andtheatmosphereisboring,whichisdifficulttoattractguestsandmedia.既然这次活活动以“变变”为主题题，所以在在这一重要要环节也尝尝试加入一一些变化的的元素Sincetheactivityhasthethemeof““Change”,inthisimportantstep,wetrytoaddsomenewelements在技术讲解解的基础上上，加入模模特走秀衣衣服的独特特造型来演演绎奥迪A6LPA新的外观和和内饰的变变化元素，，形象化。。Onthebasisoftechnicalexplanation,highlighttheelementsofnewappearanceandinteriordecorationofAudiA6LPAthroughfashionshow亮点四：““蜕变之美美”新功能能服装秀Brightspot4:“BeautyofChange””newfunctionsfashionshow第一部分：：奥迪历史史服装秀Part1:Audihistoryfashionshow第二部分：：奥迪A6LPA变化元素服服装秀Part2:AudiA6LPAelementsfashionshow以奥迪历史史上具里程程碑意义的的车型做成服服装展现。。FashionshowwiththetypeofAudicars衣服是两层层的，模特特走出来时时观众看到到的一层是是旧奥迪A6L的元素，通通过翻开或或折叠等多多种形式可可展现新奥奥迪A6LPA改变的新元元素。如新新的A6LPA的头灯图案案，又如A6LPA使用了新的的真皮Milano，可用这种种皮革制成成模特的配配饰腰带。。Thefashionhas2layers,theaudiencesseethefirstlayerwhichistheoldAudiA6Lelements,andthenthenewAudiA6LPAelementsafterreversingandfolding.SuchasnewA6LPAheadlightpattern,A6LPAnewleatherMilano,makethewaistbandofmodelwiththiskindofleather.亮点四：““蜕变之美美”新功能能服装秀Brightspot4:“BeautyofChange””newfunctionsfashionshow－舞台后方设设展示区，，供嘉宾和和媒体参观观，里面摆摆放了蝶形形展板，一一边是广东东变化的伟伟绩图，一一边是奥迪迪在中国的的变化及取取得豪华车车保有量第第一、A6LPA新功能的展展示。Aftertheissuanceconference,setexhibitionareabehindthestateforguestsandmedia,exhibitbutterfly-shapedexhibitionboard,onesideofitistheachievementsdrawingofGuangdong,andtheothersideofitshowsthechangeofAudiinChinaandfirstrankofAudi,exhibitthenewfunctionsofA6LPA.－蝶蝶形形展览，与与最初开始始的破茧而而出相呼应应，喻意新新车奥迪A6LPA会取得好的的销售成绩绩。Butterfly-shapedexhibition,echoesthecocoonbreaking,andimpliestheexcellentsalesachievementofnewcarAudiA6LPA.亮点五：蝶变广东－－奥迪成果果展Brightspot5:ButterflyChangeGuangdong-AudiAchievementsExhibition结合本次活活动的主题题“变，以以驭万变””，从而创创新变化出出形、色、、味俱备的的且与主题题吻合的创创意菜式。。Combinethethemeoftheactivity“optimizingformeetingdifferentchanges””,providedisheswithexcellentappearance,colorandtastewhichmeetthetheme.参考：Reference:－菠菜汁而成成的奥迪四环环logoAudilogomadeofspinachjuice－魭鱼片砌成成的蝴蝶图案案Butterflypatternslicedsalmon－A6LPA汽车型的甜品品蛋糕DesertcakewithA6LPAcarshape在每一处细节节充分让嘉宾宾及媒体感受受到我们这次次活动的主题题，在意想不不到的地方给给他们带来惊惊喜。Letguestsandmediatofeelthethemeoftheactivityfromeverydetail,providepleasantsurprisestothematunexpectedplaces.充分体现奥迪迪活动的细致致周到、变化化创新和专业业。Letguestsandmediatofeelthethemeoftheactivityfromeverydetail,providepleasantsurprisestothematunexpectedplaces.亮点六：创意美食展示“变变”的内涵Brightspot6:originalityfoodsexhibitstheconnotationof““Change”魔术表演《变》Magicianperformance““Change”节目构思Programs：体现“变”的主题Show““Change”theme＋体现南区区域域特色ShowSouthAreacharacteristics内容建议：contentssuggestions:亮点七：“梦梦幻之变”晚会节目Brightspot7:““DreamChange”Party“蝶舞”“ButterflyDance”手影艺术HandShadows这里原是一片片蓝色盐田伴随30年的开发变革革一块偏僻的山山地成为一个个崭新的海滨滨城区立足港口优势势、发展现代代旅游业保护生态环境境大胆突破和创创新精心绘出崭新新发展蓝图形成现在““飘动”的大大梅沙HerewasabluesaltfieldChangealong30yearsofopeninganddevelopmentThedeviousmountainousareahasdevelopedintothenewcoastalareaSetfootwithportadvantages,developmoderntourismPromoteecologicalenvironmentBravelybreakandinnovatePreciselydrawtheblueprintofnewdevelopmentFormthe“flying”Dameishacurrently活动场地推荐荐Recommendationonactivitysite深圳大梅沙ShenzhenDameisha一个诠释变化化、演绎变化化的地方……Theplacewhichexplainschangeanddeduceschange………活动酒店：大大梅沙京基喜喜来登酒店Hotel:SheratonDameishaResortHotel位于久负盛名名的深圳大梅梅沙海滨，整整个酒店座落落在银色的海海滩上，宛如如一条矫健的的东方巨龙，，翘首于南中国国海之滨。所有房间都都面向大海，，让来宾纵揽无无余大鹏湾那那无可比拟的的海天一色美美景。LocatedatthefamousDameishacoastinShenzhen,theentirehotelisonthesilverbeachandlookslikethedragonattheshoreofSouthChinaSea.Allroomsarefacingthesea,andguestsmaythoroughlyenjoythebeautifulsceneryofDapengBay.新落成五星级级酒店配有完善的硬硬件设施，活活动投放仪式式用宴会厅内内可以方便入入车，省去户户外大规模场场地搭建。Asthenewlybuilt5-starhotel,ithascompletefacilities,activitylaunchingceremonyandbanquethallisconvenientforpackingwithoutthetroubleofconstructingoutdoorsite.酒店临近本次次活动道路试试驾路线，便便于活动有序序开展。Hotelisneartheroadtestdriveandisconvenientforpromotingtheactivity.活动场地建议议Suggestiononactivitysite海景大床房Seascapebigbedroom户外游泳池＋＋私家海滩Outdoorswimmingpool+privatebeach会议室Conferenceroom酒店距离深圳圳宝安国际机机场约60分钟车程，仅仅半小时即可可到达与香港港相邻的罗湖湖口岸，以及及深圳的商务务和商业中心心。Hotelisabout60minutes’’drivetoShenzhenBao’anInternationalAirport,andonly30minutesdrivetoLuohuPortwhichneighborsHongKong,businessandcommerceenterinShenzhen.盛宴自助西餐餐厅Banquetbuffetwesternrestaurant大堂吧Lobbybar室内游泳池Interiorswimmingpool试驾场地建议议Suggestionsontestdriveroute喜来登酒店SheratonHotel10KM道路试驾：体体验滨海环线线变革新貌Roadtestdrive:experiencethenewappearanceofcoastalcircularline一条路线同时时安排有高速公路+曲折山路，带带来全程2H的全新体验。。Arrangeexpressway+curvedmountainousroadforoneroute,providethebrandnewexperiencefor2Hduringtheentirecourse.感受动力（大大梅沙—南澳镇）：精精选一条临近海滨、风风景优美的道道路，让嘉宾尽情情体验奥迪非凡动力的的同时，又能能欣赏到深圳圳东部的新风风貌。Feelpower(Dameisha-Nan’aoTown):selectonecoastalandbeautifulroadforgueststothoroughlyfeeltheoutstandingpowerofAudiandenjoythenewappearanceofeastShenzhen.体验操控性（（南澳镇）：：安排一段较较为曲折的山山路给嘉宾分分段体验,让嘉宾体验新车车型的操控性性与舒适性。Experiencemaneuverability(Nan’aoTown):Arrangethecurvedmountainousroadforgueststoexperiencetheoutstandingmaneuverabilityandcomfortablenessofnewcar.盐坝高速（14KM）YanbaExpressway(14KM)9KM西涌Xichong山边公路9KMShanbianRoad9KM10KM水口海鲜市场ShuikouSeaFoodsmarket葵涌收费站KuichongTollGate游艇会YachtClub南澳镇Nan’aoTown嘉宾邀请Guests重要嘉宾Importantguests经销商邀请嘉嘉宾Guestsinvitedbydistributors媒体构成Mediastructure银行机构：Bank:朝阳产业：Sunriseindustry:政府组织：亚亚组委、潮商商会等；Administrations:AsiaGamesOrganizationCommittee,ChaozhouMerchantsCommittee;广东地区13家经销忠诚客客户关系维护护1名；Guangdongarea13distributors’’faithfulclientsrelationmaintenance1;广东地区13家潜在客户2名；Guangdongarea13distributors’’potentialclient2;广东地区13家经销市场/销售总监陪同同1名；Guangdongarea13distributors’’market/salessupervisoraccompany1;嘉宾接待Guestsreception参与嘉宾航班班安排Arrangetheflightforguests提前跟踪落实实嘉宾航班信信息及到达时时间，媒体及VIP嘉宾（第一波波次）往返机机票由会务组组预定，广东经销商邀邀请嘉宾（第第二波次）往往返机票由经经销商负责；；Follow-upandassuretheflightinformationandarrivaltimeofguests,Theround-tripticketforthemediaandVIPguests(first)arereservedbytheorganizationteam,GuangdongdistributorsInviteguests(second)round-tripticketisundertakenbydistributors;当地接送/签到入住Localmeeting/registrationandcheck-in到达深圳机场场后，安排专专人负责媒体体及VIP嘉宾接机工作作，保证嘉宾宾能顺利到达活动酒店店；重要嘉宾将安安排奥迪专车车接送；经销商邀请的的嘉宾自行负负责机场的嘉嘉宾接送；AfterarrivingShenzhenAirport,arrangededicatedstaffsforreceivingmediaandVIPguests,assurethegueststosmoothlyarrivetheactivityhotel;ArrangeAudicarstomeetandsendimportantguests;Guestwhoareinvitedbythedistributorsshallbeservedbythedistributorsfromtheairporttothehotel时点Time第一日1stDay12:00-16:30来宾机场接待待/签到入住Meetguestsinairport/registrationandcheck-in新车亮相发布布仪式Newcarlaunchingceremony:道路试驾环节节Roadtestdrive产品技术讲解解Producttechnicalexplanation来宾返程、送送机服务Guestsreturn,sendingservice轻松午宴Luncheon17:00-18:0018:00-20:0009:00-09:3014:00以后After14:0020:00后After20:0009:30-11:3012:00-13:30第二日2ndDay活动流程Activityprocedures奥迪A6LPA鉴赏晚宴AudiA6LPAappreciationeveningbanquet嘉宾自由活动动Guestsfreeactivity来宾自行到店店/签到入住Guestsarrivestore/registrationandcheck-in新车静态展示示环节Newcarstaticexhibition道路试驾环节节Roadtestdrive产品技术讲解解Producttechnicalexplanation来宾自行返程程Guestsreturnsfreely轻松午宴Luncheon奥迪A6LPA鉴赏晚宴AudiA6LPAappreciationeveningbanquet嘉宾自由活动动Guestsfreeactivity媒体＋VIP客户专场16日-17日Media+VIPclientspecialperformance16-17经销商客户专专场17日-18日Distributorsclientspecialperformance17-18活动流程Activityprocedures新车亮相发布布仪式：Newcarlaunchingceremony:媒体＋VIP专场Media+VIPspecialperformance时间Time

内容Contents

区域Area

0'-15’来宾到达Guestsarrival欢迎区Greetingarea15'-20'来宾落座Gueststakeseats投放区Launchingarea20'-23'新车揭幕-倒计时Newcarunveiling–countdown投放区Launchingarea23'-28'新车发布-蜕变亮相Newcarissuance–Changelaunches投放区Launchingarea28'-30'投放宣传片-成功Launchingpropagandafilm–successful投放区Launchingarea31'-35'一汽-大众领导讲话SpeechofFAW-Volkswagenofficer投放区Launchingarea35'-40'Audi领导讲话SpeechofAudiofficer投放区Launchingarea41'-42'价格宣布Declareprice投放区Launchingarea42'-45'PA载奥运冠军驶入，冠军访谈PAlauncheswithOlympicchampion,championinterview投放区Launchingarea45'-50'商界名人访谈Famousbusinessgentriesinterview投放区Launchingarea50'-60'产品专家就产品讲解技术亮点，沟通新车技术变化Productexpertsintroducesthetechnicalbrightspot,showthetechnicaloptimization投放区Launchingarea60'-61'主持人邀请客人进入展示区Presiderinvitesgueststoentertheexhibitionarea展示区Exhibitionarea61'-80'客人自由鉴赏新车Guestsappreciatenewcar展示区Exhibitionarea81'-180'晚宴及伴宴表演Eveningbanquetandperformance晚宴区Eveningbanquetarea活动投放区：：Activitylaunchingarea:活动现场布置置Activitysitelayout户外展示：Outdoorlaunching:西式自助酒会会晚宴布置现场场充分考虑媒媒体及消费群群体的交流意意愿；营造轻松的交交流氛围十分分重要，所以以采用自助酒会会形式加强媒媒体关系及VIP客户感情联谊谊。场地布置一个个环境相对独独立且有特色色的区域，整整体调性彰显显奥迪一贯的的尊贵、大气气。WesternbuffetpartyEveningbanquetsiteisplannedwiththeconsiderationofcommunicationsofmediaandconsumers;Itisimportanttodevelopaleisuredatmosphere,therefore,wearesuggestingtoapplybuffetpartyforstrengtheningtherelationofmediaandVIPclients.Siteisplannedwitharelativelyindependentandcharacteristicenvironment,andthegeneraltoneshowsthenobleandgrandstyleofAudi活动晚宴布置置Activityeveningbanquetlayout建议方向一：：室内形式Suggesteddirection1:interiortype创意晚宴餐单单建议SuggestionsonoriginalityeveningbanquetmenuAppet……IZE香煎鹅肝配焦焦糖梨,扒澳带Friedgooseliverwithcokepear,braisedAustraliascallopLadl……IZE蝴蝶型魭鱼鱼片、蛤唎,咖哩玉米巧巧达汤Butterfly-shapedslicedSalmon,clam,currycornsoupMemor…IZE烤银雪鱼配配高汤烩娃娃娃菜,奥迪LOGO型香菜黄油汁汁Bakedsilverfishandboiledcabbage,AudiLOGO-shapedcilantroinbutter咖啡风味澳澳洲羊里脊脊配浓烩土土豆Coffee,flavoredAustraliamuttonandbraisedpotatoFinal…IZEA6LPA造型巧克力三重重奏A6LPA-shapedchocolate咖啡或茶CoffeeorTea活动晚宴安安排Activityeveningbanquetarrangement池畔BBQ（户外）晚宴布置充充分展现海海滨风情、、荟萃东南南亚美食；；伴着习习晚晚风、海上上明月、湖湖畔木排现现场烧烤，，为经销商商邀请的嘉嘉宾群体提提供一个轻轻松的交流流平台；相对独立的的区域，整整体调性凸凸现奥迪的的时尚进取取、细节周周到。BBQ(Outdoor)EveningbanquetlayoutshallthoroughlyshowthecoastalattractionwithSoutheastAsianfoods;Enjoythebreeze,brightmoon,enjoyBBQonthewoodenraft,providealuxuriousplatformforguests;Relativelyindependentarea,generaltoneshowsthefashionable,strivingandconsideratespiritofAudi建议方向二二：室外形形式Suggesteddirection1:outdoor动态试驾：Dynamictestdrive:嘉宾人数：：52人/场，分成2个车队进行行中；Guests:52guests/eachtime,2teams;每台试驾车车安排4名嘉宾进行行试乘试驾驾；Evertestdrivecarhas4guestsfortestdrive;路线上安排排3个安全位置置作为嘉宾宾的换乘点点，保证每每位嘉宾能能体验30分钟左右；；Arrange3safeplacesontheroadfortransferringpoints,assureeachguesttoexperienceabout30min;9KM喜来登酒店SheratonHotel

盐坝高速（14KM）YanbaExpressway(14KM)

西涌Xichong

山边公路9KM