2010“智”造臻品，知者自智大众品牌汽车上市品鉴会活动策划案.ppt

2010德国大众新辉腾（phaeton）长春上市品鉴会,“智”造臻品 知者自智,“smart“ manufacturing treasures are wise know,new 2010 volkswagen phaeton (phaeton), changchun listed tasting,整体活动概要,1,嘉宾对应细则,2,亮相环节细则,3,其他相关事项,4,mass activity outline,the honored guest corresponds the regulation,presents link regulation,other related items,1、整体活动概要,2010德国大众新辉腾（phaeton）长春上市品鉴会,mass activity outline,new 2010 volkswagen phaeton (phaeton), changchun listed tasting,1-1、基本概述 basic outlines,活动时间：2010年10月中旬下午5：00 active time: in 2010 in mid-october in the afternoon 5:00 活动地点：长春华天大酒店1层西餐厅 operating location: changchun china huge hotel 1 west dining room 活动对象：辉腾（大昌合众）相关领导、员工、老业主及新辉腾意向客户 active object: the splendor leaps (greatly prosperous gathers audiences) to be related the leader, the staff, the old owner and the new splendor leaps the intention customer 与会人数：70-80人 attending population: 70-80 people,1-2、核心策略core strategy,至臻绝配，诠释完美：格拉苏蒂承载德国手工圣地之百年积淀，赋予了新辉腾一脉相承的卓绝工艺，精湛隽永。完美、尊贵、每一处细节都精雕细琢，手工智慧在这里交相辉映，世代传袭； to reaches matches certainly, the annotation is perfect: hundredth the years gela soviet peduncle load bearing germany manual holy land accumulated, have entrusted with the outstanding craft which the new splendor leapt inherits, exquisite meaningful. perfect, honored, each detail fine vulture fine-pointed finish, the manual wisdom enhances one anothers beauty in here, the generation biography raids;,新辉腾集合了大众汽车悠久的造车智慧，外观设计一方面彰显了自信与力量，另一方面则流露出高雅与含蓄，完美的诠释了大众汽车的设计语言。内饰方面，新辉腾采用了最为高档的材质和工艺，堪称一场豪华的感官盛宴。青花瓷的唯美花纹与工艺高雅而含蓄，堪称传世经典，现场身穿青花瓷旗袍的礼仪，将是本次活动的一道亮丽风景线； the new splendor leapt gathers the populace automobile glorious to make the vehicle wisdom, the outward appearance design has shown at the same time self-confidently with the strength, on the other hand revealed with contains loftily, perfect annotation populace automobiles design language. in plays the part of the aspect, the new splendor leapt has used the upscaleest material quality and the craft, might be called a luxurious sense organ grand feast. the blue and white porcelain only the beautiful pattern and the craft lofty and contain, being possible be called is handed down for generations the classics, wears the blue and white porcelain chinese dresss etiquette on the spot, will be this active sharp scenery line;,活动的格调在于品位与品质，名车、名表、名酒、名流、西餐、高雅文艺融入于整体的活动背景中（现场布置），通过轻松交流的环境及巧妙的艺术手段，表现出大众对细节的雕琢及完美的纯手工制造，让嘉宾感受细节的魅力与力量，产生细节共鸣。 the active style lies in the personal status and the quality, the famous vehicle, the famous table, the famous name wine, the celebrities, the western-style food, the lofty literary arts integrate in the whole active background (the scene arrangement), through the relaxed exchanges environment and the ingenious art medium, displays the populace to detail carving and the perfect pure manual manufacture, lets the honored guest feel the detail the charm and the strength, has the detail sympathetic chord.,1-3、创新点innovation spot,多媒体（或发光体）签到的应用，不仅能形成记忆点，又诠释了新辉腾的科技性能； multimedia registration applications, not can only form the memory spot, also has annotated the technical performance which the new splendor leaps; 高品质舞台设计与实际空间进行结合，将有限的空间进行最大化利用，既能起到新车上市突然亮相的震撼效果，又能达到高端品鉴会的意境。 the multi-layer interlocks the stage background design and the actual space carries on the union, the limited space will carry on the maximized use, both can have new car going on the market to present suddenly shocks the effect, and can achieve the high-end appraisal meeting the ideal condition.,1-4、场地布置 location arrangement,户外布置,一双手的智慧，一个世纪的传奇！,outdoors arrangement,the wisdom of the hands, a century of legend!,发光体签到板，新颖而具有科技感！,light sign board, new and with the technological sense!,签到处示意,sign-in desk,主舞台,main stage,舞台2,灯光效果,lighting effects,开门后，通道的灯带依次闪烁，融入时空隧道！,opened the door, turn the channel with lights flashing, into the time tunnel!,2、嘉宾对应细则,the honored guest corresponds the regulation,2010德国大众新辉腾（phaeton）长春上市品鉴会,new 2010 volkswagen phaeton (phaeton), changchun listed tasting,2-1、活动程序表,active flow chart,2-2、对应细则,来宾到场时间： 17：30-17：50 工作人员配置： 大昌合众员工：4人 标点员工：2人 礼仪人员：4人 行程路线。 相关注意事项： 1、嘉宾车辆进入停放后，由大昌合众员工进行指引进入 2、嘉宾进入后，由礼仪引领至签到处进行签到； 3、嘉宾签到后，由礼仪引领至会场，大昌合众负责指引落座,众,标,礼,担当,大昌合众： 标点广告：方芳、井宇,众,众,标,礼,礼,礼,corresponding rules,2-3、茶歇,茶歇时间： 17：50-18：18 工作人员配置： 大昌合众员工：8人 金安员工：若干人 知名酒庄（进口原产地红酒）：若干人 相关注意事项： 1、嘉宾就餐品酒，轻松优雅的小提琴伴奏，专业的鉴酒师及侍者专业的服务； 2、标点员工主要负责音效及礼仪的管理 3、大昌合众主要负责嘉宾相关细节讲解 备注：实际现场区域摆台因实际情况作相应调整,担当,大昌合众： 标点广告：方芳、苏亚山,众,餐,俊,餐,冷餐区,红酒品鉴区,酒,众,tea breaks,侍者+红酒+餐点+花艺（百合、蝴蝶兰）,waiter + red wine + meal + floriculture (lily, butterfly orchid),3、亮相环节细则,appear link rules,2010德国大众新辉腾（phaeton）长春上市品鉴会,new 2010 volkswagen phaeton (phaeton), changchun listed tasting,灯光秀： 18：18-18：19 相关注意事项： 1、主持人宣布活动马上开始，请嘉宾入座； 2、灯光绚场30秒，音乐配合,担当,大昌合众： 标点广告：王庆、苏亚山,墨舞： 18：19-18：28 相关注意事项： 1、led为舞者互动画面； 2、灯光配合,担当,大昌合众： 标点广告：管剑平、苏亚山,高雅的艺术表演形式，诠释着新辉腾的文化内涵,elegant art forms，explaining the xinhui cultural connotation,主持人开场： 18：28-18：31 工作人员配置： 主持人 相关注意事项： 1、灯光亮场，led新车上市主题画面 2、礼仪进行区域站位 3、耳板为logo画面,担当,大昌合众： 标点广告：苏亚山,m,m,领导致辞： 18：31-18：35 工作人员配置： 领导 礼仪2人 相关注意事项： 1、灯光亮场，led为跟踪视频； 2、礼仪一位进行引领，一位进行递交演讲稿 3、领导致辞后，开启红酒，与嘉宾共饮,担当,大昌合众： 标点广告：苏亚山、方芳,领,礼,领,礼,礼,芭蕾、激光秀： 18：36-18：49 相关注意事项： 1、跳舞时led为主题背景画面，激光秀时为logo画面 2、灯光、舞台特效、音效配合,担当,大昌合众： 标点广告：苏亚山、王庆,利用激光将新辉腾的卖点进行解构编程动画进行演绎,最后将车引出。,the selling point which leaps the new splendor carries on using the laser sets at variance the programming animation to carry on the deduction, finally draws out the vehicle.,新车、模特亮相： 18：49-18：51 相关注意事项： 1、激光秀引出新车亮相，led播放logo画面； 2、灯光、舞台特效、音效配合 3、模特2-4人 4、推拉门打开时，光带随着车的开始依次闪烁，效果：车犹如在时光隧道里开出一样！ 5、车开出的同时，在舞台两侧依次点燃瞬间冷焰火，车定位后，车两侧燃放20秒冷焰火，犹如车冲开水浪一样！,担当,大昌合众： 标点广告：苏亚山、王庆,新车讲解： 18：49-18：51 相关注意事项： 1、led为新辉腾vcr播放 2、灯光、舞台特效、音效配合 3、模特2-4人，与讲解人进行互动,担当,大昌合众： 标点广告：苏亚山、王庆,请双击画面中间看vcr键链,4、其他相关事项,other related items,2010德国大众新辉腾（phaeton）长春上市品鉴会,new 2010 volkswagen phaeton (phaeton), changchun listed tasting,青花瓷旗袍示意,elegant, implicative, beautiful blue dress,blue dress signal,高雅、含蓄、唯美的青花瓷旗袍,机器制造的是标准，而手工打造的则世代传袭。在后侧沙窗帘上，用投影投出一些手工经典的换面，进行全方位的诠释手工工艺的传奇！ what machine building is the standard, but makes manually, then the generation biography raids. uses the black and white picture to carry on the manual craft the classics deduction, manufactures the vcr scene propaganda, for audiences by permanent memory! 为提高活动的品鉴性和格调，选择格拉苏蒂名表与进口原产地红酒参与本次活动。 for the enhancement activitys appraisal and the style, the trust name table line (the gela soviet peduncle) (import source area red wine) may cooperate with the handsome german wine business with us.,一汽大众cc西部区域上市公关活动策划案,驾cc 德生活,driving cc, living with morality,public relations activity plan for faw-vw cc release in western china,目录/contents,part01,part02,营销推广策略 promotion strategy,公关活动计划 public relations activity plan,营销推广策略 promotion strategy,产品分析 product analysis 核心竞品分析 core competitive product analysis 目标消费者分析 target consumer analysis 营销推广策略总结 conclusion of promotion strategy,产品分析 product analysis,核心卖点：动感优雅的外观设计、超越同级车的科技感和舒适度、突出的操控性和安全性,全球工业设计界顶级荣誉，红点奖最高奖项红点最佳设计品质奖获奖作品 外观设计高档动感、优雅大气，内饰搭配同样不失豪华气质 拥有远超主流b级车的科技感和高级感 tsi发动机和dsg变速箱的结合让cc同时拥有赛车般的提速和豪车般的平稳 端科技的驾驶辅助系统和各式标配部件让cc的操控性和安全性相比同级轿车更是高出一筹,产品分析 product analysis,top honors in global industrial design field, the highest award of red dot award red dot optimum design quality award work appearance design is upscale, dynamic, elegant and generous, and the upholsteries are also luxury. the sense of science and technology and high grade sense far exceed the main stream b-class cars. the combination of tsi engine and dsg gear-box makes cc have both speeding up ability as racing cars and stability as luxury cars. with cutting-edge technological driver assistant system and various standard configurations, the handling and safety of cc towers above other cars in the same class.,unique selling proposition: dynamic and elegant appearance design, superior scientific and technological sense and conformity to other cars of the same class, outstanding handling and safety,核心竞品分析 core competitive product analysis,核心竞品分析 core competitive product analysis,他们是潮流新贵，比较关注新潮的事物，注重产品技术层面的特色 as fashion up stars, they are focusing on modern things and putting emphasis on the technical characteristics of products. 他们多为男性，年龄在25-40岁之间 most of them are male between 25 years old to 40. 他们喜欢旅游与户外活动，积极参加社交活动且爱好广泛 they like travel and outdoor activities, and actively go out and are versatile in tastes. 他们是企业中层管理者，或是具有一定层次和品味的私企业主 they are middle managers in enterprises or business owners of private enterprises with certain level and taste. 他们注重车辆的外观、品牌和品质，对品牌和个性有独特的理解 they pay attention to the appearance, brand and quality of the cars.,目标消费者分析 target consumer analysis,通过对一汽大众cc产品特点、竞争车型和目标消费群体的分析，我们认为要将一汽大众cc的各项产品属性更好的传递给媒体、客户及经销商，仅仅通过广告和促销等手段是不够的，我们让他们能够更近距离的接触cc才能更多的了解cc。于是我们总结出所要使用的营销推广手段：,体验式营销,通过一场近距离体验活动，向西部区经销商和媒体传递一汽大众cc的产品特色：,一汽大众cc新车上市试驾活动,营销推广策略总结 conclusion of promotion strategy,through the analysis of product characteristics, competing car type and target consumer of faw-vw cc, we believe that it is not enough to better convey the product attributes of faw-vw cc to media, customers and distributors by such means as advertisements and promotions. they can have a better understanding about cc if having close contact with them. therefore, we conclude promotion methods which will be used:,experiencing marketing,convey product characteristics of faw-vw cc to distributors and media in west china through close experience activity:,test drive for new faw-vw cc release,营销推广策略总结 conclusion of promotion strategy,公关活动计划 public relations activity plan,媒体策略 media strategy 活动策略 activity strategy 活动执行 activity execution 费用预算 expense budget,媒体策略 media strategy,整体推广策略 overall promotion strategy,媒体策略 media strategy,媒体策略 media strategy,媒体策略 media strategy,推荐媒体名单 suggested media list,媒体策略 media strategy,推荐媒体名单 suggested media list,我们经过对一汽大众cc的目标消费群体特性以及cc产品特性的分析，提出本次一汽大众cc西区上市及试驾活动的主题,驾cc 德生活,活动策略活动主题,activity strategy activity theme,we put forward this theme of test drive for faw-vw cc release (western china), after analyzing the characteristics of target consumers and cc product features,driving cc, living with morality,驾cc 德生活,两层寓意： 1、“德国巴登巴登风情”的闲适生活体验 leisurely and comfortable life experience of “germany baden-baden amorous feeling style ” 2、cc性能和配置的深度体验 deep experience of cc performance and configuration,活动策略主题阐释,activity strategy theme explanation,driving cc, living with morality,以德国巴登巴登风情小镇为原版精心打造的度假胜地 holiday resort meticulously made, based on the germany baden-baden amorous feeling town,活动策略活动地点选择（成都大邑花水湾巴登小镇） activity strategy selecting activity location (baden town, huashuiwan, dayi, chengdu),群山环抱下的恒温68c天然温泉，五星级度假酒店所提供的完善休闲娱乐配套，海拔600m处的原生态休闲区、空气中90%以上的负离子含量，平坦的景区内道路 natural hot spring surrounded by mountains with constant temperature 68c, perfect leisure and entertainment facilities provided by five-star resort hotel, original ecologic recreational area in the elevation of 600m, with 90% content of negative ions, road in flat scenic spot,活动策略活动地点选择（成都大邑花水湾巴登小镇） activity strategy selecting activity location (baden town, huashuiwan, dayi, chengdu),成都市区,花水湾,花水湾温泉度假区地处国家级旅游度假区大邑县花水湾小镇，距离成都市中心90公里， 约75分钟车程，全程经过成温邛高速公路（44公里）及大邑旅游快速通道（38公里） huashuiwan hot spring holiday resort, lying in national tourism holiday resort-huashuiwan town, dayi county, is 90km from the downtown of chengdu, driving for 75 minutes. the whole journey will pass cheng-wen-qiong expressway (44km) and dayi tourism hyper-channel (38km).,90km,活动策略活动地点选择（成都大邑花水湾巴登小镇） activity strategy selecting activity location (baden town, huashuiwan, dayi, chengdu),一场寄情山水之间的新车发布会 a new car conference close to nature 一次放飞心灵的试驾体验 a test drive experience flying ones heart 一次德国巴登巴登风情的温泉度假休闲之旅 a hot spring relaxation travel of germany baden-baden amorous feeling style,活动主题：驾cc 德生活 一汽大众cc （西区）上市试驾活动 活动时间：2010年8月2022日 活动地点：成都大邑花水湾温泉度假小镇 参与人员：经销商100人 媒体记者3050人 事业部58人 活动规模：约150人,活动执行活动概述 activity execution activity summary,activity theme: driving cc, living with morality test drive for faw-vw cc release (western china) activity time: august 20-22, 2010 activity location: huashuiwan hot spring holiday town, dayi county, chengdu city participants: distributors 100, media reporters 30-50, business division 5-8 activity scale：about 150,活动执行活动概述 activity execution activity summary,活动执行总体行程安排,activity executionoverall travel planning,第一天 8月20日 the first day august 20,第二天 8月21日 the second day august 21,第三天 8月22日 the third day august 22,16：00媒体与经销商乘到达花水湾 16:00 media and distributors arrive at huashuiwan,18：00来宾晚餐时间 18:00 dinning time,9：30来宾统一乘坐大巴返回成都 9:30 participants go back to chengdu by bus,17：30入住花水湾名人度假酒店 17:30 check in huashuiwan celebrity holiday hotel,20：00一汽大众cc新车上市发布会 20：00 faw-vw cc release conference,9：009：30试驾培训 9:00-9:30 training for test drive,9：3012：30媒体试驾 9:30-12:30 test drive for media,13：3017：30经销商试驾 13:30-17:30 test drive for distributors,花水湾名人度假酒店介绍 introduction to huashuiwan celebrity holiday hotel,花水湾名人度假酒店是一家由中铁二局斥资22亿打造的由城市名人酒店集团管理的五星度假酒店。是西南地区最大的温泉水会酒店。 酒店占地3万多平方米，有日、泰、中各式度假别墅8栋，各类客房201间（套）。温泉水会是酒店的一大亮点，酒店拥有65种特色汤池，集道教养生，治疗保健，美容美体于一体。,huashuiwan celebrity holiday hotel is a five star hotel under the management of celebrity city hotel group, constructed by china railway erju co., ltd. with rmb2.2 billion.,it is the largest hot spring water conference hotel in southwest china. this hotel, with more than 30 thousand square meters, has 8 holiday villas of japanese, thai and chinese style, as well as 201 various guest rooms. hot spring water conference is a light spot of the hotel. there are 65 kinds of special pools, combining taoism health promotion, curative health care and cosmetics and body beauty.,活动执行接待流程 activity execution reception process,1、来宾签到：所有来宾在酒店大堂签到，由工作人员为来宾办理入住手续，同时发放活动参与证，就餐券、活动礼品及统一的服装 signing in of the guests: all the guests should sign in at the hotel hall. the workers are responsible for checking in and giving out activity participating certificates, meal tickets, activity gifts and unified dresses. 2、来宾房间安排：根据媒体和经销商的不同身份，对来宾的房间进行分配，同时告知来宾晚上新车发布会的时间，提醒其准时到场 room arrangement of the guest: arrange their rooms according to different media and distributors, and inform them the time of new car release conference for their punctual arrival. 3、晚宴： 来宾酒店房间安顿妥当之后，来宾凭餐券至酒店餐厅享用自助餐 dinner: after settling down, guests can go to canteen for buffet with their meal tickets.,活动执行现场区域规划 activity execution live regional planning,花水湾名人度假酒店 huashuiwan celebrity holiday hotel,新车发布仪式场地 new car release ceremony site,试驾线路 test drive line,花水湾小镇入口 entrance to huashuiwan town,活动执行新车发布会场地规划 activity execution new car release conference site planning,新车发布会场地紧靠酒店，位于酒店温泉水会旁的空地，整个区域面积在600左右，为新车发布会提供了充足的空间 cars release conference site, lying in the clearing beside hot spring water conference site, is close to hotel. the whole area is about 600m2, which provided sufficient space for new car release conference.,flyover,20x30m,温泉水会,20x3.6m,20x3.6m,21x6m,旋转舞台,温泉水会,活动执行新车发布会场地规划 activity execution new car release conference site planning,新车发布会现场效果图 design sketch of new car release conference site,新车发布会现场效果图 design sketch of new car release conference site,新车发布会现场效果图 design sketch of new car release conference site,新车发布会现场效果图 design sketch of new car release conference site,来宾签名墙 guest signature wall,来宾进入仪式区之前将在签名背景板上签名，签名背景板两侧以独特花艺装饰 before entering the ceremony area, guests shall sign their names on the signature background plate, decorated with unique floriculture on both sides. 来宾签名后由礼仪小姐引领进入观礼区入座 signing, guests will go into the ceremony watching area and sit down , guided by miss etiquettes.,活动执行新车发布会活动内容 activity execution content of new car release conference site,暖场环节 warming up stage,来宾入场后，现场播放暖场音乐，大屏幕显示cc定格画面 画外音将适时提示现场来宾活动进程 after the entering of the guests, warming up music is played lively. the large screen displays freezing frame of cc. off-screen voice will inform the guests of activity process in good time.,活动执行新车发布会活动内容 activity execution content of new car release conference site,开场节目+新车发布 opening program + new car release,画外音提示活动正式开始，大屏幕播放cc广告vcr之后 由享有“芭蕾皇后”美誉的芭蕾舞演员朱妍带来一段优雅惊艳的芭蕾，配合小提琴的乐曲，诠释出cc的动感与优雅，在舞蹈最后引出我们的上市仪式的主角cc off-screen voice prompts the formal beginning of the activity. after the vcr of advertisement for cc is displayed by large screen, the queen of ballet - zhu yan will bring an elegant and breathtaking ballet, accompanied by violin melody, which gives full expression of the dynamic and elegance of cc. at the end of the dance, we will introduce the hero of the ceremonycc.,活动执行新车发布会活动内容 activity execution content of new car release conference site,一辆全新cc将驶入舞台，在旋转舞台上停驻cc出场时将配合烟机和灯光效果营造气氛 a brand new cc will be driven on the stage, and stops on the revolving stage. when cc appears, we will create atmosphere by combining fume extractor and light effect.,“芭蕾皇后”朱妍 the queen of balletzhu yan,朱妍，国家一级演员，中央芭蕾舞团首席主演。 曾主演过大型舞剧天鹅湖、堂.吉诃德、睡美人、吉赛尔、海盗、仙女、胡桃夹子、大红灯笼高高挂、泪泉和希尔薇娅及练习曲、春之祭等当代作品，并在乔治.巴兰钦的多部芭蕾作品中担任主要角色。 1994年获得第六届巴黎国际芭蕾舞比赛“巴黎歌剧院发展协会奖”；1998年获得第十八届瓦尔纳国际芭蕾舞比赛成年组女子金奖 及“总统夫人艺术表演特别奖”；1999年受邀瑞典皇家芭蕾舞团客席主演仙女；2000年受邀参加美国维利艺术节；2002年6月应邀赴新西兰国家芭蕾舞团客席主演天鹅湖,“芭蕾皇后”朱妍 the queen of balletzhu yan,zhu yan, the state first-class dancer and the chief dancer of national ballet of china, has once been the main performer in these full-length dance dramas like swan lake, don quixote, sleeping beauty, giselle, the vikings, fairy, nut cracker, raise the red lantern, the fountain of bakhchisarai and sylvia as well as these modern ballets like island etude and rite of spring, and performed as the dominant role in multiple george balanchines ballets. in 1994, she won the paris opera development association award in the paris international ballet competition; in 1988, she won the gold award of womens senior team in the 18th international ballet competitionvarna and the presidents lady artistic performance special award; in 1999, she was the guest main performer in the fairy as requeste