2010一汽大眾CC上市試乘試駕活動整合營銷方案.ppt

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1、一汽-大眾北區(qū)CC上市試乘試駕活動整合營銷方案 FAW - VW The North Region CC Listing Test Drive Integrated Marketing Program 2010.07.24 24th July 2010,,,項目背景 項目目標(biāo) 項目策略 項目概述 項目安排 媒體計劃 執(zhí)行細(xì)節(jié),目 錄 Contents,Project background Project purpose Project strategy Project overview Project arrangement Media planning Executive details,,

2、,,,,,,項目背景 Project background,7月15日在上海舉行CC上市發(fā)布會，面向全國媒體和經(jīng)銷商傳遞產(chǎn)品亮點，以及價格信息。 各地經(jīng)銷商結(jié)合產(chǎn)品調(diào)性、利益點在各地舉辦CC上市活動，使全國各地媒體及消費(fèi)者了解CC特點。,,July 15 CC listed in Shanghai, for the national media and dealers deliver product highlights and price information.Dealers combined products characteristics , interest points organ

3、ized cc listed activities around the country, so that the media and consumers can know about characteristics of CC.,項目目的 Purpose,廣泛傳播CC上市信息，提升CC北區(qū)范圍的知名度 定位CC為 “優(yōu)雅動感的高級轎車”，建立大眾品牌旗艦車型形象 傳播CC優(yōu)雅動感的魅力設(shè)計，彰顯CC與眾不同的產(chǎn)品氣質(zhì) 提升一汽-大眾大眾品牌整體形象 支持銷售，加速完成北區(qū)銷量目標(biāo),Spread CC listed information, established a nationwide C

4、C awareness Located CC as elegant and sporty sedan established VW brands 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,,對于活動重要性的認(rèn)識 Awareness of the importance f

5、or activities,注：本次試乘試駕活動是CC北區(qū)上市的一次重要工作與媒體與區(qū)域VIP客戶取得良好溝通，讓嘉賓充分感受到CC的優(yōu)越性能和卓越品質(zhì)，在媒體上發(fā)出關(guān)于CC的真實的、正面的報道，從而達(dá)到對于行業(yè)、公眾和消費(fèi)者的有益引導(dǎo)，為CC上市做好傳播延續(xù)工作。 Note: This test drive event is CC north region listings major work with the media and regional VIP complete good communication, so that guests can be fully aware of t

6、he 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..,,對于VIP客戶及媒體人員的選擇務(wù)必精準(zhǔn)有效 For selecting the guests and media personnel - must be accurate

7、 and useful 對于活動地點選擇務(wù)必新鮮有特色 For selecting activities venue must be to have fresh and distinctive 對于參加活動嘉賓的接待務(wù)必周到有禮 For the reception of guests must be thoughtful and courteous 對于試乘試駕活動安排務(wù)必體現(xiàn)CC優(yōu)越性能 For arranging the test drive must fully expressing CC excellence performance 對于試乘試駕路線安排務(wù)必體現(xiàn)CC的優(yōu)雅動感

8、Arrangements for the test drive route - be sure to reflect CCs elegant dynamic 對于試駕之后的報道跟蹤務(wù)必緊密有節(jié)奏 For the after test drive report must be close and orderly,CC試乘試駕的“六個務(wù)必” CC test drives six must,項目策略來源 Strategy,,根據(jù)對CC特質(zhì)、目標(biāo)人群及競品的分析，推出本次活動的概念： 不是簡單的試乘試駕，而是CC的全方位完美體驗 According to CCs characteristics, t

9、arget customers and the introduction of competing products difference to develop this this event concept :CC360 all-round perfect experience,,項目策略 Strategy,策略來自于CC特質(zhì) Strategy from the CC characteristics,流線型轎跑車車身設(shè)計；無框車門；全景天窗；拉絲鋁金屬飾板； Streamlined coupe body designSmart, luxurious, elegant,完美設(shè)計 CC Appe

10、arance,舒適駕乘Differential configuration,丹拿音響；運(yùn)動舒適型座椅；多功能方向盤帶換檔撥片，特別降噪措拖。 Frameless doors / panoramic sunroofLeisure, modern, rich taste,動力無限 CC Engine,2.0TSI渦輪增壓直噴發(fā)動機(jī)6速DSG雙離合變速器， 動力澎湃、速度激情。 2.0TSI turbo direct injected engine / six-speed DSG dual-clutch gearbox Power surge, speed passion,創(chuàng)新科技 CC inter

11、ior and intelligent design,自適應(yīng)巡航系統(tǒng)；預(yù)碰撞安全系統(tǒng)；車道保持系統(tǒng)；智能泊車輔助系統(tǒng)；后視影像系統(tǒng)。 Intelligent Driver Assistance Systems Comfortable, luxurious, personalized,注：緊密依托產(chǎn)品性能，設(shè)置新穎的試乘試駕方式，用全方位360的方法展現(xiàn)CC的特質(zhì)與出眾之處 Note: Closely rely on product performance, set the novel test drive mode, with full 360-degree method of showing

12、 the characteristics and outstand of CC .,,策略來自于CC目標(biāo)人群 The CC strategy from target population,富有活力 Dynamic,開拓創(chuàng)新 Innovation,運(yùn)動休閑 Sports emphasized dynamic, smooth, design;,項目策略 Strategy,,策略闡述 Strategy,鑒 Appreciate,看 Watch,聽 Listen,品 Taste,,,,體驗CC超越同級 別的駕駛樂趣,,,,,,,立體化展示 CC產(chǎn)品性能,,,,,打造CC超凡 獨(dú)特的駕馭感受,,,,,,

13、,,,,多角度感受 CC優(yōu)雅動感,,,,,,,360 ,,,To create a unique extraordinary driving sense of CC,To experience CC driving pleasure beyond the level,Multi-angle to feel CC elegant dynamic,Three-dimensional display of CC performance,通過系列化的全方位體驗： “一看”、“二聽”、“三品”、“四鑒”四個完美體驗過程，準(zhǔn)確清晰地傳遞CC優(yōu)雅、動感特質(zhì)及超強(qiáng)性能。 Through the series

14、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.,策略詳解 Strategy explanation,C動感空間設(shè)置三維全息立體投影展示說明廳，突破常規(guī)的PPT培訓(xùn)講解方式，采用三維全息投影技術(shù)，通過360投

15、影立體化展示CC產(chǎn)品性能，讓嘉賓看得更過癮，學(xué)得更趣味輕松。,運(yùn)用創(chuàng)新科技手段 彰顯CC獨(dú)特魅力 Use innovative technology means to show unique charm of CC,C dynamic space - set the CC-set dimensional holographic three-dimensional show room, breaking the conventional way of PPT training explanation, using three-dimensional holographic projection

16、technology, through the 360 three-dimensional projection so that guests can see more enjoyable, learn more interesting.,看Watch,C音悅世界篷房內(nèi)專設(shè)一間CC仿真駕駛內(nèi)室，通過音效技術(shù)模擬駕駛過程的各種聲音；采用三維投影技術(shù)，車窗及前擋風(fēng)玻璃實現(xiàn)不同場景變換，為嘉賓帶來極致奢華的視聽沖擊；同時采用階梯式仿真CC座椅，讓體驗者倍感舒適。 C sweet world in the tent set a CC simulated driving room, simulate t

17、he 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 co

18、mfortable. 科目一模擬考試A3 科目一考試網(wǎng),全新體驗方式 領(lǐng)略CC豪華品質(zhì) New experienced to taste CC luxury quality,策略詳解 Strategy explanation,聽Listen,根據(jù)CC性能專設(shè)賽道 打造高級豪華車的完美體驗,C完美體驗針對邀約客戶開展CC試乘試駕體驗活動，結(jié)合CC車型性能特別設(shè)置賽道，讓客戶真正感受至上的駕駛樂趣，以及近乎完美的全方位體驗。,策略詳解 Strategy explanation,C perfect sense - for inviting customers to join test drive,

19、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,According to CC performance track designed to create a perfect experience of luxury car,品Taste,沿海公路的真實體驗 見證非凡的駕駛樂趣,選擇沿海公路的試乘試駕路線，一路歡暢前行，在欣賞

20、沿途美景的同時，更能真實感受CC的路面駕馭性能和優(yōu)雅的駕乘體驗。,策略詳解 Strategy explanation,Real-life experience of coastal road Witness the extraordinary driving pleasure,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 per

21、formance and elegant experience.,鑒Appreciate,對于活動主題的理解 Theme understandings,C，CC360全方位完美體驗 C , CC360 all-round perfect experience C優(yōu)雅：一種對高品位生活的愜意享受；一種對質(zhì)感人生的心靈追逐 C elegance: a kind of pleasant enjoy on high quality life; a kind of mind chase on the quality life . 傾心綻放：CC，為欣賞的人綻放，讓懂得的人傾心 Cordial b

22、loom : CC, bloom for the enjoy people, cordial for the understanding people 科目一模擬考試A1 科目一考試網(wǎng),優(yōu)雅 傾心綻放, 一汽-大眾北區(qū)CC上市完美體驗活動,C elegance Cordial bloom,FAW - VW North Region CC Listing Perfect Experience Activity,,C,北區(qū)CC上市試乘試駕活動執(zhí)行部分 North region CC listed test drive Executive part,項目概述 Overview,時 間：2010年8

23、月13日（周五） 地 點：大連金石灘國賓海岸（主推） 北京北京樂駕汽車體驗基地（備選） 主 題：C優(yōu)雅 傾心綻放 一汽-大眾北區(qū)CC上市完美體驗活動 活動內(nèi)容： CC產(chǎn)品說明會 預(yù)計15人，每3名嘉賓1部車。由試駕教練領(lǐng)隊。沿途設(shè)置3個換乘點可讓每個嘉賓輪換駕駛，體驗不同路況下的試乘試駕感受; 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 driv

24、e, experience test drive under different road; 4輛工作車，供現(xiàn)場工作人員活動調(diào)度等事宜所用; Four work trucks for field staff on matters such as the use of scheduling activities; 1輛攝影攝像車，進(jìn)行全程拍攝; A photographic camera car for the whole shoot; 1輛救險車，活動全程安全保障; A recovery truck for the whole security activities;,項目安排 Arrange

25、ment,C完美體驗公路試駕（優(yōu)雅之旅） C perfect experience Highway test drive (Elegant tour),,項目安排 Arrangement,C完美體驗公路試駕（優(yōu)雅之旅） C perfect experience Highway test drive (Elegant tour),公路試乘試駕的原則：,安全中體驗CC的優(yōu)雅,公路試乘試駕安全講解： 專業(yè)教練員在副駕駛席全程負(fù)責(zé)安全監(jiān)督，試駕人員聽從專業(yè)教練員的指導(dǎo)； 車輛起步前觀察前方道路，確保場地內(nèi)無任何車輛行人； 為保證活動安全，后車在前車到達(dá)緩沖區(qū)后方能從起點出發(fā)；,項目安排 Arrange

26、ment,外景拍攝 Location shooting,在沿途選取3處風(fēng)景優(yōu)美，適合外景拍攝的空闊場地，車隊在指定換乘地點?？浚看瓮？繒r間為5分鐘），嘉賓自行選擇合適角度拍攝。 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.,C完美體驗公路試駕（優(yōu)雅之旅） C perf

27、ect experience Highway test drive (Elegant tour),,媒體自駕游 Media own driving tour 在下午針對媒體朋友的公路試乘試駕結(jié)束后，我們可以應(yīng)媒體特殊要求安排自由試駕。 媒體可以3人/車（按照試駕車號）的形式，在規(guī)定時間與規(guī)定區(qū)域內(nèi)，于試車地周邊進(jìn)行自由試駕； 可以根據(jù)媒體需求，安排專業(yè)車模（每車1人）隨行拍攝. In the afternoon, after the media friends road test drive, we can arrange media a special own driving tour th

28、e 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,C完美體驗公路試駕（優(yōu)雅之旅） C pe

29、rfect experience Highway test drive (Elegant tour),項目安排 Arrangement,C完美體驗 公路試駕： 激情轉(zhuǎn)彎：駕駛體驗連續(xù)彎道以及發(fā)卡彎帶來的漂移與激情，展示CC強(qiáng)大的操控力 直線加速：體驗CC的TSI+DSG釋放的強(qiáng)勁動力 注：試乘試駕過程中，嘉賓可以打開自動無框車窗和全景天窗，聆聽丹拿音箱的震撼效果，感受沿路風(fēng)景，展示人、車相融的愜意生活。,項目安排 Arrangement,,C perfect experience Highway test drive: Estimated 15 people, three guests in

30、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 p

31、erform CC strong power output and powerful braking systemLinear acceleration: Experience CC TSI + DSG strong momentum releaseNote: During the test drive process, guests can open automatically frameless windows and panoramic sunroof, listen to the Tanner speakersshock effect, feeling along the landsc

32、ape, people enjoy vehicles comfortable conditions,Back up,推薦酒店： 大連金石國際會議中心 Recommended Hotel: Dalian Golden Pebble International Convention Center,推薦理由： 大連金石國際會議中心位于大連金石灘國家旅游度假區(qū)的西部半島，毗鄰金石高爾夫球場和游艇俱樂部，距離試駕場地較近 每間客房經(jīng)過精心設(shè)計及布置，房間內(nèi)視野開闊，大海、群山及高爾夫球場可一覽無遺，與本次活動的調(diào)性契合。,場地選擇 Venue selection,項目安排 Arrangement,,Re

33、commended 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 visi

34、on, 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.,,推薦酒店：國家法官學(xué)院北京分院 Recommended Hotel: The National Judges College Beijing Branch.,推薦理由：

35、Recommended reasons,位于雁棲湖東岸半島之中，三面環(huán)水，群山綿亙，另有長城古跡于湖光山色中若隱若現(xiàn) 交通便利，距北京城區(qū)50 分鐘，距首都機(jī)場約40分鐘，距離投放場地較近,項目安排 Arrangement,,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

36、, from Beijing Capital International Airport about 40 minutes closer from launch field.,項目執(zhí)行 Project executive,VIP客戶接待： 針對VIP客戶由經(jīng)銷商邀約，派豪華大巴到指定經(jīng)銷商處接試駕嘉賓，統(tǒng)一前往試駕場地，如有客戶自駕前往需事先溝通；試駕完畢后，VIP客戶自行安排回程。 媒體記者接待： 提前確認(rèn)嘉賓到達(dá)時間及方式，機(jī)場、車站大巴全天接待，嘉賓行理統(tǒng)一編號便于管理； 入住簽到時領(lǐng)取返程車（機(jī)）票，活動結(jié)束后為的媒體統(tǒng)一安排車輛送往。,VIP guests reception VIP

37、 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

38、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.,,簽到分組 嘉賓到達(dá)試乘試駕場地后，行至簽到處簽到，簽署試駕協(xié)議，同時領(lǐng)取服裝及禮品，將嘉賓分為A、B組，每組15人。 禮儀小姐引導(dǎo)嘉賓簽到，指導(dǎo)其簽署試駕協(xié)議； 工作人員為嘉賓分發(fā)統(tǒng)一服裝及禮

39、品； 工作人員指引嘉賓到更衣室更換衣物。 注：邀約客戶與媒體記者流程相同,項目執(zhí)行 Executive,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 s

40、ign 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,,篷房布局：午餐區(qū)、采訪區(qū)、茶歇區(qū)、更衣區(qū)、CC仿真駕駛內(nèi)室、三維全息立體投影展示說明廳 午 餐 區(qū)：滾動播放試駕視頻、音樂，準(zhǔn)備豐盛的西式自助簡餐。 采 訪 區(qū)：媒體記者可采訪客戶，記錄客戶駕駛感受，迅速形成新聞點，達(dá)到實效傳播效果。 茶

41、歇 區(qū)：方便嘉賓隨時休息，提供茶歇點心更有新意，結(jié)合CC造型準(zhǔn)備點心、水果拼盤、茶飲等，細(xì)節(jié)處體現(xiàn)優(yōu)雅之道；提供時尚運(yùn)動雜志、CC產(chǎn)品手冊，播放CC產(chǎn)品廣告宣傳片，安排極品飛車電游體驗，增加娛樂互動性。 更 衣 區(qū)：方便嘉賓更換衣物，為每位嘉賓專門準(zhǔn)備了物品保管箱及鑰匙，彰顯本次活動人性化關(guān)懷。,場地布局 Venue layout,項目執(zhí)行 Executive,,Tent Layout: lunch buffet area, interactive press area, coffee break area, dressing area, wonderful sounds experience

42、 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

43、 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

44、 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.,根據(jù)本次CC完美體驗活動的整體調(diào)性，為嘉賓提供了符合優(yōu)雅、運(yùn)動定位，實用性強(qiáng)的精美禮品 According to The CC perfect experience

45、 the overall tone, we provide consistent elegance, sport orientation and practicability gifts for the guests CC車模 CC car models 音樂枕頭 Music pillow 蘋果U盤 Apple U disk,禮品推薦,音樂頭枕：可折疊成一個手提包樣式，展開后在枕頭兩邊提供兩只小音箱，可將音源設(shè)備與其連接，聽音樂非常方便。提供了柔軟的“床單”，適合外出郊游使用。,Music Pillow: folding into a handbag style, providing both

46、 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.,每臺CC配備人性化內(nèi)飾物品：紙巾，音樂光盤，雨傘，小瓶裝礦泉水4瓶，小型清新綠植、遮陽窗簾等，讓嘉賓坐在車內(nèi)倍感舒適，盡享愜意試乘試駕過程 提供活動流程手冊、內(nèi)附詳細(xì)晚會流程和試乘試駕路書，指引嘉賓準(zhǔn)時參加各個環(huán)節(jié) 考慮嘉賓個人習(xí)慣，飲食習(xí)慣的前期統(tǒng)籌，為每位來賓做好后勤保障工作 酒

47、店客房每日根據(jù)嘉賓要求進(jìn)行清掃，提前擺放果盤與鮮花,執(zhí)行細(xì)節(jié) Executive details,細(xì)節(jié)考慮 Details consideration,,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, enjo

48、y 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,現(xiàn)場協(xié)調(diào) Site coordination,工程建設(shè)

49、,場地使用、保養(yǎng),接待組 reception group,后勤組 Logistics Group,嘉賓接待、住宿,日?；顒?安保組 Security group,車輛人員保險,醫(yī)護(hù)急救,日常安全、突發(fā)事件,現(xiàn)場服務(wù),機(jī)動靈活、考慮周全,服務(wù)細(xì)致、完備,準(zhǔn)備充分,處理問題迅速,人員運(yùn)輸,餐飲、保潔,車輛管理,備品供應(yīng),執(zhí)行細(xì)節(jié) Executive details,執(zhí)行團(tuán)隊 Implemented team,,,,,,,,,,Building construction,Guests reception, check in,Emergency care,Vehicles management,Ven

50、ues usage, maintenance,Daily security, emergency,Personnel transport,Catering, cleaning,Daily activities,Insurance for vehicles,On-site service,Spare parts supply,Flexible, thoughtful,Meticulous service, completed,Prepared,Deal with problems quickly,需要在試車前與來賓簽署明確免責(zé)協(xié)議準(zhǔn)備后備試駕車輛，以免造成負(fù)面影響的擴(kuò)散,車輛故障，造成來賓對于車

51、輛的誤解,來賓對于車輛的技術(shù)數(shù)據(jù)不了解，試駕駛中操作過激，發(fā)生事故,不可預(yù)見的交通事故,其他的突發(fā)事件： 如鑰匙丟失,要求車輛嚴(yán)格做好維保工作，保證車輛的正常狀態(tài),充分的前期溝通非常必要，提供周詳?shù)目蓤?zhí)行的駕駛建議書，同時教練嚴(yán)格控制,備件、備用物資的準(zhǔn)備充分，,應(yīng)對流程,問題Situation,解決方案Solution,項目安排 Arrangement,C完美體驗公路試駕（優(yōu)雅之旅） C perfect experience Highway test drive (Elegant tour),,,要求車輛嚴(yán)格做好維保工作，保證車輛的正常狀態(tài),,,,,,,執(zhí)行細(xì)節(jié)Executive detai

52、ls,應(yīng)急預(yù)案Emergency plan,聘請一名當(dāng)值醫(yī)生 Employ an on-duty doctors,配備消防安全設(shè)備 With fire safety equipment,消防用車事前聯(lián)絡(luò)作隨時調(diào)用 Fire car call at any time for use,各環(huán)節(jié)都配備醫(yī)藥箱 Each link is equipped medicine chest,救護(hù)用車事前聯(lián)絡(luò)作隨時調(diào)用 Ambulance car call at any time for use,事前聯(lián)絡(luò)好附近醫(yī)院 To contact a nearby hospital in advance,媒介部分,Medi

53、a,媒體計劃 Media planning,媒體傳播策略 借助北區(qū)主流媒體平臺，將CC上市信息有效傳遞，同時發(fā)布本次完美體驗活動信息； 通過客戶、媒體共同試乘試駕CC實證產(chǎn)品的良好性能品質(zhì)，為CC對外宣傳樹立權(quán)威輿論導(dǎo)向，更具說服力，易形成口碑傳播； 吸引潛在目標(biāo)客戶群注意，促進(jìn)意向目標(biāo)人群購買。,,Media Communication StrategyWith north mainstream media platform to spread CC listing message, and publishing information about the activities Throug

54、h 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;,媒體計劃 Media planning,媒體傳播目標(biāo) 打造與眾不同的CC上市完美體驗活動 根據(jù)活動

55、差異化環(huán)節(jié)設(shè)置，釋放CC更多創(chuàng)新、科技元素 展示CC性能優(yōu)勢 透過“看、聽、品、鑒” CC這一全新體驗方式，展示產(chǎn)品魅力 分享CC車型試乘試駕體驗感受 剖析嘉賓試乘試駕真實感受，形成實效新聞傳播點,,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

56、 advantage Through “l(fā)ook, 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,媒體選擇：Media selection: 整合北區(qū)主流媒體資源，針對CC上市試乘試駕活動開

57、展全方位媒體傳播 Integrated north region mainstream media resources, based on the CC listing test drive events carry out comprehensive media communications,結(jié)合CC全國上市，以北區(qū)CC上市完美體驗活動為核心傳播點，對目標(biāo)客戶群體傳遞CC產(chǎn)品信息及活動信息； 邀約北區(qū)主流平面、電視臺、廣播、網(wǎng)絡(luò)媒體親自試乘試駕CC，對外發(fā)布影響力強(qiáng)的深度稿件； 利用名人效應(yīng)，制造產(chǎn)品與名人間的關(guān)聯(lián)新聞點，開展公益類和產(chǎn)品類新聞點傳播。 公關(guān)文件準(zhǔn)備： 圍繞本次活動及CC產(chǎn)品

58、優(yōu)勢性能，為媒體準(zhǔn)備對外公關(guān)文件，可以更有效地利用媒體資源，將價值信息對外準(zhǔn)確有力地傳播。,媒體計劃 Media planning,,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, o

59、nline 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.,傳播概述 Communication overview,