2014奥迪全车系试驾活动方案讲义.ppt

Name, Abteilung, Titel, Datum 整体活动思路General Activity Thought 整体活动思路General Activity Thought 本次活动任务Assignment of the activity 为了提升品牌形象，增加积客率，提升奥迪销量，南部区希望在合适时间进行奥迪全系车型试驾活动。 今年是奥运年，希望能紧密结合奥运元素进行创意。 在南部区选择6个城市进行此项活动。 In order to improve the brand image, increase the rate of potential consumers, increase the sales volume of AUDI, South Area is expecting to hold AUDI Test Drive Activity at suitable period in 2008. 2008 is also the year for holding Olympic Games, it is expecting to design combing with the Olympic Games elements. Select 6 cities in South Area for the activity. 国云风对本次活动的理解Understanding of GAAC to the activity 本次活动在南区面临的挑战Challenges of the activity in South Area 南区是日系车的大本营，带动着雷克萨斯在南区市场的飞速发展，需要进一步拉开与雷克萨斯的差距。 奔驰宝马在南区市场占有率较高，在品牌形象上也领先于奥迪，奥运将是一个很好的转折点，在品牌形象上实现奥迪的全新跨越。 South Area is the campus for Japanese cars, which promotes the fast development of LEXUS in south area, therefore, it requires to differential AUDI with LEXUS. BENZ and BMW have high market share in South Area with better brand image compared with AUDI, Olympic Games will be a perfect milestone for AUDI for achieving leap development in brand image. 本次活动在南区面临的挑战Challenges of the activity in South Area 对潜在用户而言，对奥迪的品牌文化和领先科技缺乏深入的了解，此次活动则是一个很好的窗口。 奥运的赞助企业很多，作为2008年北京奥运会正式高级用车，奥迪到底有什么特别之处，应该更加形象、直观的展示给消费者。 To potential clients, they don’t have deep knowledge on the brand culture and leading technologies of AUDI, this activity will be a perfect window. Olympic Games has a lot of sponsor enterprises, as the formal and high grade car for 2008 Olympic Games, it requires directly and visually display the advantages of AUDI. 如何应对挑战——我们的活动思路How to face the challenges Our ideas 二、试驾主题及活动亮点 Theme and Hot Spot of Test Drive 试驾活动主题Them of the Test Drive Activity 展示奥迪与奥运所共有的“激情”，“全体验”突出这次是作为全车系的试驾活动。 Show the common “Enthusiastic” and “Experience” of AUDI and Olympic Games, highlight this is the test drive activity of all AUDI cars. 试驾活动主题-备选1Theme of Test Drive Activity – Option 1