奥迪A1主题活动方案要点分析.pptVIP

* “2011奥迪营销竞赛”深圳锦龙营销竞赛方案 Shenzhen Kamlung Marketing proposal for 2011 Audi Marketing Competition 进取 超越未来 Progressive surpass the future A1 Gaga Show to You —— 深圳锦龙奥迪A1主题活动 A1 Gaga Show to You - Shenzhen Kamlung Audi A1 Event 深圳锦龙 2011年11月Shenzhen Kamlung, November 2011 目录 Contents 背景分析 Background 用户及产品特征分析 Customer product analysis 活动概况 General situation 活动亮点 Event highlight 活动主体流程 Rundown 媒体投放 Media Propaganda 工作安排 Job schedule 活动预算 Budget 备份参考资料 Backup materials 2011年10月9日，奥迪A1正式在中国市场上市，售价22.48万元至28.98万元，奥迪A1的设计充分体现了奥迪品牌全球领先的设计水准，动感、时尚的设计让它无论在何时何地都能与众不同；作为奥迪推出的首款A0级豪华车，奥迪A1为奥迪品牌开辟了全新的细分市场；Audi A1 appears on the Chinese market on Oct 9th 2011 officially, with the price between 224.8 thousand and 289.8 thousand. The design of Audi A1 fully reflects leading level of Audi Brand in design, the dynamic and stylish makes it different from others whenever; As the Audi A0 first-class luxury car, Audi A1 opens up entirely new market for Audi Brand. 22.48万元至28.98万元售价，让A1在A0级豪华轿车中缺乏价格竞争力；|Compared to the price of Audi A0 luxury car, the price of Audi A1 (from 224.8 thousand and 289.8 thousand) is uncompetitive; 拥有几十年的历史宝马MINI ，无疑是此同级别车中的风向标，而奥迪A1则是一个新生儿，缺乏自身的历史文化积淀，这将是奥迪A1将面临的又一考验；BMW MINI is the wind vane among the same class car, while Audi A1 is a new one and lack of itself history and culture. Audi A1 will face another test. 深圳作为一座年轻、时尚、个性、动感的城市，对新事物接受速度之快的年轻人将是A0级豪华轿车庞大消费者，这为A1拓展市场创造了条件；Shenzhen is such a city with the feature of young, fashion, personality and dynamic, the young who have the high degree of acceptance for new things will be the large consumers of A0 class luxury car; 背景分析 Background 背景分析 Background 上半年展厅集客情况 Customers collecting during first half of the year 知名度不高，交通不够便利导致展厅集客量明显不足，所以提升公司知名度、提高展厅的客流量是目前市场工作的核心任务。Customer collecting is obviously insufficient because of lower recognition and inconvenient traffic, so promoting recognition of company and increasing the quantity of customers is the core tasks for the marketing