奧迪汽車08全車系試駕活動(dòng)方案【最終稿】

1、整體活動(dòng)思路整體活動(dòng)思路 general activity thought p 緊貼奧迪總部推廣步伐；緊接具有世界性關(guān)注度的活動(dòng)乘勝追擊；緊貼奧迪總部推廣步伐；緊接具有世界性關(guān)注度的活動(dòng)乘勝追擊； follow the promoting step of audi head office; follow the activity which has world wide attention; 奧迪奧迪奧運(yùn)圣火珠峰活動(dòng)奧運(yùn)圣火珠峰活動(dòng)項(xiàng)目介紹項(xiàng)目介紹 introduction to plan of audi olympic games torque everest activity 3.15 搭

2、建花絮 志愿者選拔 construction features select volunteers 4.10 火炬落地 torque 4.13 傳遞開(kāi)始 start pass 5.10 登頂結(jié)束 finish climbing peak 4.15 歡迎儀式 greeting ceremony 6.20 市內(nèi)傳遞 pass in urban area 整體活動(dòng)思路整體活動(dòng)思路 general activity thought p 這是一個(gè)整體的市場(chǎng)推廣活動(dòng)！這是一個(gè)整體的市場(chǎng)推廣活動(dòng)！ this is a general market promotion activity! 時(shí)間上的絕佳配合，活

3、動(dòng)的連貫性有如連環(huán)爆炸的爆竹，將奧迪品牌提高到前所未有的新高度；時(shí)間上的絕佳配合，活動(dòng)的連貫性有如連環(huán)爆炸的爆竹，將奧迪品牌提高到前所未有的新高度； with perfect date, activity can promote audi brand to a new height like the constantly exploding cracker; 奧迪奧迪奧運(yùn)圣火珠峰活動(dòng)奧運(yùn)圣火珠峰活動(dòng) audi olympic games torque everest activity 奧迪奧迪a5上市發(fā)布上市發(fā)布 launching of audi a5 奧迪全車系試駕活動(dòng)奧迪全車系試駕活動(dòng)

4、audi all cars test drive activity 3.156.206.23 8.036.28 0808年度南區(qū)奧迪全車系試駕活動(dòng)策劃方案年度南區(qū)奧迪全車系試駕活動(dòng)策劃方案 planning project for 2008 south area audi car test drive activity 廣州國(guó)云風(fēng)廣告有限公司廣州國(guó)云風(fēng)廣告有限公司 gaac, gz office 目錄目錄 contents p 試駕活動(dòng)策略思路試駕活動(dòng)策略思路 strategy for test drive activity p 試駕主題及活動(dòng)亮點(diǎn)試駕主題及活動(dòng)亮點(diǎn) theme and hot

5、 spot of test drive p 試駕活動(dòng)內(nèi)容介紹和預(yù)算試駕活動(dòng)內(nèi)容介紹和預(yù)算 introduction to the contents of test drive activity and budget p 試駕活動(dòng)媒介建議試駕活動(dòng)媒介建議 suggestions on media for test drive activity 一、試駕活動(dòng)策略思路一、試駕活動(dòng)策略思路 strategy for test drive activity 本次活動(dòng)任務(wù)本次活動(dòng)任務(wù) assignment of the activity 為了提升品牌形象，增加積客率，提升奧迪銷量，南部區(qū)希望在合適時(shí)間進(jìn)

6、行奧迪全系車型試駕活動(dòng)。 今年是奧運(yùn)年，希望能緊密結(jié)合奧運(yùn)元素進(jìn)行創(chuàng)意。 在南部區(qū)選擇6個(gè)城市進(jìn)行此項(xiàng)活動(dòng)。 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 game

7、s, it is expecting to design combing with the olympic games elements. select 6 cities in south area for the activity. 國(guó)云風(fēng)對(duì)本次活動(dòng)的理解國(guó)云風(fēng)對(duì)本次活動(dòng)的理解 understanding of gaac to the activity 是奧迪南部區(qū)08年整體試駕體驗(yàn)的重要組成部分，通過(guò)這一活動(dòng)加深 目標(biāo)客戶對(duì)品牌和產(chǎn)品的深入了解。 it is the important part for audi south area 08 test drive experience, a

8、nd can promote target clients to know the brand and products. 奧迪聯(lián)手奧運(yùn)，相對(duì)奔馳寶馬，我們拿到了最好的一張牌，本次活動(dòng) 是奧迪在南區(qū)提升形象的絕佳時(shí)機(jī)。 audi cooperates with the olympic games, compared with benz and bmw, we have got the best card, this activity is the best opportunity for audi to improve image in south area. 和全國(guó)市場(chǎng)相比，南區(qū)有自己的區(qū)域

9、與消費(fèi)特征，在活動(dòng)策略上 要更有針對(duì)性。 compared with the national market, south area has different regional and consuming properties, therefore, it shall be targeted for the strategy of the activity. 本次活動(dòng)在南區(qū)面臨的挑戰(zhàn)本次活動(dòng)在南區(qū)面臨的挑戰(zhàn) challenges of the activity in south area 南區(qū)是日系車的大本營(yíng)，帶動(dòng)著雷克薩斯在南區(qū)市場(chǎng) 的飛速發(fā)展，需要進(jìn)一步拉開(kāi)與雷克薩斯的差距。 奔馳寶馬在

10、南區(qū)市場(chǎng)占有率較高，在品牌形象上也領(lǐng) 先于奧迪，奧運(yùn)將是一個(gè)很好的轉(zhuǎn)折點(diǎn)，在品牌形象 上實(shí)現(xiàn)奧迪的全新跨越。 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 wi

11、th audi, olympic games will be a perfect milestone for audi for achieving leap development in brand image. 競(jìng)爭(zhēng)品牌：在品牌形象上急需與奔馳、寶馬直接較量競(jìng)爭(zhēng)品牌：在品牌形象上急需與奔馳、寶馬直接較量 competitive brand: audi follows benz and bmw in terms of brand image 本次活動(dòng)在南區(qū)面臨的挑戰(zhàn)本次活動(dòng)在南區(qū)面臨的挑戰(zhàn) challenges of the activity in south area 對(duì)潛在用戶而言，對(duì)奧迪

12、的品牌文化和領(lǐng)先科技缺 乏深入的了解，此次活動(dòng)則是一個(gè)很好的窗口。 奧運(yùn)的贊助企業(yè)很多，作為2008年北京奧運(yùn)會(huì)正式 高級(jí)用車，奧迪到底有什么特別之處，應(yīng)該更加形 象、直觀的展示給消費(fèi)者。 to potential clients, they dont 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 for

13、mal and high grade car for 2008 olympic games, it requires directly and visually display the advantages of audi. 奧迪自身：需要借助奧運(yùn)深化奧迪文化與科技內(nèi)涵奧迪自身：需要借助奧運(yùn)深化奧迪文化與科技內(nèi)涵 it requires deepening the cultural and technical connotations of audi with the olympic games 0707年寶馬全車系試駕分析年寶馬全車系試駕分析 07 bmw test drive analys

14、is 試駕前的全車系展示試駕前的全車系展示 exhibition before test drive 試駕培訓(xùn)和休息區(qū)試駕培訓(xùn)和休息區(qū)training and rest area for test drive 0707年寶馬全車系試駕分析年寶馬全車系試駕分析 07 bmw test drive analysis 嘉賓簽到處 guests registration place 試駕前講解 introduction before test drive 游戲體驗(yàn)區(qū)1 game experience area 1 游戲體驗(yàn)區(qū)2 game experience area 2 音樂(lè)體驗(yàn)區(qū) music ex

15、perience area 全車系試駕全車系試駕 bmw test drive 0707年寶馬全車系試駕分析年寶馬全車系試駕分析 07 bmw test drive analysis 0707年寶馬全車系試駕分析年寶馬全車系試駕分析 07 bmw test drive analysis p 試駕形式比較簡(jiǎn)單，以全車系展示結(jié)合道路試駕為主； p 帳篷休息區(qū)設(shè)置非常人性化，分賽車游戲體驗(yàn)區(qū)、音樂(lè) 區(qū)等娛樂(lè)區(qū)域； p 參加活動(dòng)的客戶相對(duì)較年輕、時(shí)尚； p test drive has simple mode and mainly the cars exhibition and road test d

16、rive; p tent rest area is people-oriented, and include the racing game experience area, music and other entertainment areas; p clients who attend the activity are relatively young and fashionable; 如何應(yīng)對(duì)挑戰(zhàn)如何應(yīng)對(duì)挑戰(zhàn)我們的活動(dòng)思路我們的活動(dòng)思路 how to face the challenges - our ideas p 本次全車系試駕不應(yīng)是單純的產(chǎn)品體驗(yàn)活動(dòng)，更是一個(gè)展示奧本次全車系試駕不

17、應(yīng)是單純的產(chǎn)品體驗(yàn)活動(dòng)，更是一個(gè)展示奧 迪品牌和文化的絕佳機(jī)會(huì)；迪品牌和文化的絕佳機(jī)會(huì)； the test drive shall be the best opportunity for exhibition audi brand and culture instead of simple product experience activity; p 將奧迪和奧運(yùn)完美融合，給予消費(fèi)者全新的品牌文化體驗(yàn)；將奧迪和奧運(yùn)完美融合，給予消費(fèi)者全新的品牌文化體驗(yàn)； perfectly combine olympic games with audi, provide brand new culture e

18、xperience for consumers; 二、試駕主題及活動(dòng)亮點(diǎn)二、試駕主題及活動(dòng)亮點(diǎn) theme and hot spot of test drive 試駕活動(dòng)主題試駕活動(dòng)主題 them of the test drive activity 展示奧迪與奧運(yùn)所共有的“激情”，“全體驗(yàn)”突出這次是作為全車系的試駕活動(dòng)。 show the common “enthusiastic” and “experience” of audi and olympic games, highlight this is the test drive activity of all audi cars. 奧

19、迪激情全體驗(yàn)奧迪激情全體驗(yàn) audi enthusiastic experience 試駕活動(dòng)主題試駕活動(dòng)主題- -備選備選1 1 theme of test drive activity option 1 突出領(lǐng)導(dǎo)者形象，突出“動(dòng)感”與“運(yùn)動(dòng)”，引領(lǐng)08年的高檔車潮流。 show the image as the leading role, highlight the “dynamic” and “sporty”, lead the fashion of high grade cars in 2008. 世界世界 隨我而動(dòng)隨我而動(dòng) world changes with me 活動(dòng)亮點(diǎn)介紹活動(dòng)

20、亮點(diǎn)介紹 introduction to the hot spot of activity 目的：通過(guò)奧迪和奧運(yùn)的百年歷史的介紹，展示奧迪的品牌光輝歷史 內(nèi)容：在試駕休息帳篷內(nèi)設(shè)置奧迪奧運(yùn)品牌展示區(qū)，以圖片配合多媒體形式，向消費(fèi)者展示百年奧運(yùn)和百年奧 迪的光輝歷程，奧迪與奧運(yùn)的百年輝煌，交相輝映。 purpose: show the brilliant history of audi through introducing the history of audi and olympic games contents: set audi olympic games brand exhibitio

21、n area in tent rest area, show the brilliant history of audi through introducing the history of audi and olympic games with pictures and video 奧迪奧運(yùn)百年全體驗(yàn)展示奧迪奧運(yùn)百年全體驗(yàn)展示 exhibit the history of audi brand and olympic games 1 1896-1899 1896年第1屆雅典奧運(yùn)會(huì)舉辦 1896, the 1st athens olympic games was held 1899年，奧古斯特

22、霍希(horch)在科隆ehrenfeld 區(qū)創(chuàng)立了a. horch 內(nèi)容：在活動(dòng)的帳篷區(qū)設(shè)置奧迪奧運(yùn)圣火珠峰活動(dòng)的展示區(qū)域； content: set audi olympic games torque everest activity show area in the tent area of the activity; 1. 圣火傳遞的專用車（q7）展示；1. show the special car for passing torque (q7); 2.接近兩個(gè)月的圣火活動(dòng)攝影圖片展示；2. show the pictures of 2-month torque activity; 3

23、.全程活動(dòng)拍攝專題片現(xiàn)場(chǎng)播放； 3. play the special film of the entire activity on site; 活動(dòng)亮點(diǎn)介紹活動(dòng)亮點(diǎn)介紹 introduction to the hot spot of activity 現(xiàn)場(chǎng)贈(zèng)送擁有奧迪元素的奧運(yùn)紀(jì)念品現(xiàn)場(chǎng)贈(zèng)送擁有奧迪元素的奧運(yùn)紀(jì)念品 give olympic games souvenir with audi elements on site 目的：增加用戶參與的熱情； 內(nèi)容：向參與試駕的嘉賓贈(zèng)送擁有奧迪元素的奧運(yùn)紀(jì)念品，如綁有奧迪圍巾的福娃等 purpose: arouse the enthusiasm of

24、 clients to attend the activity; contents: give olympic games souvenir with audi elements on site to guests, such as lucky doll with audi scarf etc. 活動(dòng)亮點(diǎn)介紹活動(dòng)亮點(diǎn)介紹 introduction to the hot spot of activity 2 奧迪全車系車隊(duì)巡游奧迪全車系車隊(duì)巡游 audi motorcade rounds 目的：通過(guò)全車系巡游展示增加城中熱門話題，吸引目標(biāo)人群關(guān)注和參與； 內(nèi)容：活動(dòng)當(dāng)天上午選擇城中主干道進(jìn)行車隊(duì)

25、巡游，奧迪全車系的集體亮相將會(huì)引起當(dāng)?shù)氐木薮筠Z動(dòng)； 在試駕的過(guò)程中奧迪車隊(duì)不斷展現(xiàn)在城市公路上，吸引更多關(guān)注度； purpose: increase the hot topic through exhibiting the products, attract the attention of target clients; contents: cruise in the main roads in the city at the noon, the exhibition of audi cars will arouse high stir in local; 三、試駕活動(dòng)內(nèi)容介紹三、試駕活動(dòng)內(nèi)

26、容介紹 introduction to the contents of test drive activity and budget 試駕活動(dòng)內(nèi)容介紹試駕活動(dòng)內(nèi)容介紹 introduction to the contents of test drive activity p帳篷區(qū)效果圖 p時(shí)間、地點(diǎn)選擇建議 p活動(dòng)總體流程 p集客與客戶邀請(qǐng) p試駕與體驗(yàn) p追蹤與反饋 suggestion on site and date general procedures of the activity group client and individual clients invitation test

27、 drive and experience track and feedback 帳篷總效果圖帳篷總效果圖 百年奧迪展示區(qū)百年奧迪展示區(qū) 簽到區(qū)及奧迪珠峰火炬展示區(qū)簽到區(qū)及奧迪珠峰火炬展示區(qū) 休閑娛樂(lè)區(qū)及商務(wù)洽談區(qū)休閑娛樂(lè)區(qū)及商務(wù)洽談區(qū) 自助餐飲區(qū)自助餐飲區(qū) 百年奧運(yùn)展示區(qū)百年奧運(yùn)展示區(qū) 舞臺(tái)舞臺(tái) 帳篷外觀選擇帳篷外觀選擇 帳篷外展示物料帳篷外展示物料 帳篷平面圖帳篷平面圖 活動(dòng)時(shí)間建議活動(dòng)時(shí)間建議 suggestion on date p活動(dòng)時(shí)間建議：活動(dòng)時(shí)間建議：20082008年年6 6月月7 7日日-7-7月月2727日日 suggestion on date: june 7st-ju

28、ly 27st, 2008 p時(shí)間選擇依據(jù)：時(shí)間選擇依據(jù)： reference 建議活動(dòng)在6月開(kāi)始進(jìn)行，預(yù)留活動(dòng)報(bào)名及嘉賓邀請(qǐng)所需的時(shí)間； 為配合奧迪總部在4月6月奧迪珠峰火炬?zhèn)鬟f項(xiàng)目以及奧迪a5上市發(fā)布，時(shí)間正好選擇這兩個(gè)項(xiàng)目之 后作為一個(gè)延接，通過(guò)活動(dòng)的連貫讓奧迪品牌提升到一個(gè)新的高度； 活動(dòng)時(shí)間盡量安排在周六日方便客戶的到來(lái)； 912月為冬季，某些城市氣候較冷，且年底企業(yè)活動(dòng)頻繁，媒體和客戶邀約較困難，故不建議在這 時(shí)期進(jìn)行活動(dòng)。 it is suggested to hold the activity in june, confirm the registration and invi

29、tation date for guests for assuring to focus on potential audi clients, in order to meet the audi olympic games torque everest activity of audi head office and the launching of audi a5, the activity held on this date continues above two projects, improve audi brand to a new height through continuous

30、 activities; arrange the date on saturday and sunday, which is convenient for clients; september-december is winter, it is cold in some cities, additionally, therere more enterprise activities at the end of the year, and it is difficult to invite media and clients, therefore, it is suggested not to

31、hold the activity during this period. 活動(dòng)地點(diǎn)建議活動(dòng)地點(diǎn)建議 suggestion on site p試駕地點(diǎn)及試駕路線選擇依據(jù)試駕地點(diǎn)及試駕路線選擇依據(jù)： preference on test drive site and route ： 建議活動(dòng)選擇在一、二級(jí)城市里面的城市廣場(chǎng)或體育中心內(nèi)舉行，場(chǎng)地較大，人流相對(duì) 比較密集，配以良好的、可行的試駕路線，有助提高活動(dòng)宣傳效果； 基于安全及車輛運(yùn)營(yíng)考慮，試駕路線不建議設(shè)定太多的換乘點(diǎn)，故不能滿足嘉賓能夠試 駕試乘奧迪的全部車型，但保證每位嘉賓能夠體驗(yàn)其中4款車型； 每站的試駕線路盡量統(tǒng)一，時(shí)間控制在203

32、0分鐘/次以內(nèi)； it is suggested to select the plazas or stadiums in the grade 1-2 cities, which has big size and dense stream of people, with feasible test drive route, it can assist to strengthen the propagandizing effect of the activity; take the safety and vehicle consideration, it is not suggested to s

33、et too many transferring points along the test drive route, therefore, it cant meet guests demands on testing all cars, but it assures that every guest can experience 2 cars; test drive route shall be the same for each station, the time shall less than 1 hour; 奧迪激情全體驗(yàn)分站賽：奧迪激情全體驗(yàn)分站賽：20082008年年6 6月月7

34、7月月 audi enthusiastic experience sub-station competition: june-july, 2008 活動(dòng)時(shí)間建議活動(dòng)時(shí)間建議 suggestion on date 周六: 客戶 + 潛在 客戶 saturday: clients + potential clients 周五: 彩排 friday: rehearsal 周三: 進(jìn)場(chǎng) wednesday: launch site 周四: 搭建 thursday: construction 周日: 客戶 + 潛在客戶 +媒體 sunday: clients + potential clients +

35、media 城市 city 地點(diǎn) site 日期 date 鄭州 zhengzhou 河南電視臺(tái)8號(hào)演播廳henan tv no. 8 performance hall 2008/06/7-8 武漢 wuhan 武漢國(guó)際會(huì)展中心wuhan international conference and exhibition center 2008/06/14-15 長(zhǎng)沙 changsha 賀龍?bào)w育館helong stadium 2008/06/28-29 泉州 quanzhou 僑鄉(xiāng)體育館qiaoxiang stadium 2008/07/12-13 深圳 shenzhen 國(guó)際會(huì)展中心intern

36、ational conference and exhibition center 2008/07/19-20 佛山 foshan 世紀(jì)蓮體育中心shijilian stadium 2008/07/26-27 p奧迪激情全體驗(yàn) audi enthusiastic experience ： 活動(dòng)人數(shù)：100人 x 2天，共200人 attendants: 100 persons x 2 days, altogether 200 persons 1.媒體：20人 media: 20 persons 2.大客戶：60人 key clients: 60persons 3.奧迪潛在客戶：80人 audi

37、potential clients: 80 persons 4.奧迪車主：40人（吸引再次購(gòu)買） audi car owner: 40 persons (attract them to buy again) 活動(dòng)參與嘉賓活動(dòng)參與嘉賓 guests for the activity 活動(dòng)車輛運(yùn)輸路線活動(dòng)車輛運(yùn)輸路線 car transportation route 廣州（始發(fā)） guangzhou (begin) 鄭州（第一站） zhengzhou (1st station) 武漢（第二站） wuhan (2nd station) 長(zhǎng)沙（第三站） changsha (3rd station) 泉

38、州（第四站） quanzhou (4th station) 深圳（第五站） shenzhen (5th station) 佛山（第六站） foshan (6th station) 深圳站活動(dòng)深圳站活動(dòng) shenzhen station activity 深圳國(guó)際會(huì)展中心深圳國(guó)際會(huì)展中心 shenzhen -international exhibition center 深圳國(guó)際會(huì)展中心位于深圳市中心區(qū)城市中軸線上，南鄰寬闊的濱河大道，北隔著名的深南大道與市 民中心相望，位置顯要，交通便利，環(huán)境優(yōu)美，與大中華、市民中心等代表性建筑一起形成了城市中 軸線上南部的靚麗景觀。 shenzhen int

39、ernational exhibition center is located in the central axis in shenzhen neighboring the wide binhe avenue in the south and facing the citizens center crossing the famous shennan avenue in the north with advantaged location, convenient traffic and beautiful environment, and forms the beautiful scener

40、y together with such typical buildings as dazhonghua, citizen center etc. 深圳國(guó)際會(huì)展中心深圳國(guó)際會(huì)展中心 shenzhen international exhibition center 福華三路福華三路 3rd fuhua road 金田路金田路 jintian road 濱海大道濱海大道 binhai avenue 益田路益田路 yitian road 深圳國(guó)際會(huì)展中心深圳國(guó)際會(huì)展中心 shenzhen international exhibition center 深圳國(guó)際會(huì)展中心深圳國(guó)際會(huì)展中心 shenzhe

41、n international exhibition center 福華三路福華三路 3rd fuhua road 濱海大道濱海大道 binhai avenue 濱海大道濱海大道 binhai avenue 金田路金田路 jintian road 益田路益田路 yitian road 深圳站試駕路線深圳站試駕路線 shenzhen test drive route 現(xiàn)場(chǎng)展示及體驗(yàn)現(xiàn)場(chǎng)展示及體驗(yàn) site show and experience p活動(dòng)現(xiàn)場(chǎng)搭建品牌帳蓬，向參加活動(dòng)的嘉 賓提供休息的場(chǎng)所 construct brand tents in the site as the rest h

42、ouses for guests p制作一套可拆卸活動(dòng)標(biāo)準(zhǔn)物料用于本次活 動(dòng)中，有利于品牌形象的塑造與統(tǒng)一 make a set of flexible standard material for this activity for creating the brand image p設(shè)計(jì)百年奧運(yùn)，百年奧迪的現(xiàn)場(chǎng)展示，讓現(xiàn)場(chǎng)嘉賓 能親身感受到奧迪運(yùn)動(dòng)、進(jìn)取的品牌內(nèi)涵，并對(duì)奧 迪成為奧運(yùn)官方的指定用車信息有更深入的了解。 design history corridor of 100-year olympic games and 100-year audi, make guests to feel

43、 the sporty and progressive brand connotation of audi with deep realization that audi is the specific car for olympic games. p奧迪奧運(yùn)圣火珠峰活動(dòng)展示區(qū)域，現(xiàn)場(chǎng)展示在攀登 珠峰傳遞圣火的專用車輛（q7），以及活動(dòng)照片和 vcr，讓現(xiàn)場(chǎng)嘉賓感受到奧迪創(chuàng)造這個(gè)劃時(shí)代的壯 舉。 paudi olympic “surpass the everest” activity show area, show the special car (q7) which is used for

44、passing the torque when climbing the everest and pictures and vcr of the activity, make guests feel the feat created by audi 體驗(yàn)奧迪科技體驗(yàn)奧迪科技 experience audi technologies p邀請(qǐng)技術(shù)顧問(wèn)現(xiàn)場(chǎng)向嘉賓講解各款 奧迪車型的技術(shù)亮點(diǎn)與試駕要點(diǎn)； pinvite technical consultants to introduce the technical advantages and test drive skills of audi ca

45、rs; p各款?yuàn)W迪車上配備銷售顧問(wèn)對(duì)嘉賓 進(jìn)行一對(duì)一的要點(diǎn)講解，指導(dǎo)嘉賓 以最佳方式感受車輛的各項(xiàng)性能； pprepare audi sales on the car for introducing one by one and guide the guests to realize the performances of the cars; p試駕路線及場(chǎng)次安排試駕路線及場(chǎng)次安排 arrangement of test drive routearrangement of test drive route 每天預(yù)約100位嘉賓到現(xiàn)場(chǎng)進(jìn)行試駕活動(dòng)，分別為上午40名嘉賓下午60名嘉賓，預(yù)設(shè)第2天上

46、午為媒體試駕； 為了讓來(lái)賓能夠試駕更多的奧迪車型，整條試駕路線控制在2030分鐘左右，路線上安排1個(gè)安全的位置作 為嘉賓的換乘點(diǎn)，保證每位嘉賓能試駕45款車輛； invite 5 teams of guests for test drive on site each day, 3 teams in the morning and 3 teams in the afternoon, arrange the 5th team on the second day is media test drive; the entire test drive route shall be about 60 mi

47、nutes, arrange 3 safety places as transferring points along the route, assure every guest can experience 2 cars; 試駕路線的設(shè)計(jì)包括城市路面及高速公路 the test drive route including the city road and speedway 試駕安排試駕安排 arrangement of test drive p試駕嘉賓安排試駕嘉賓安排 arrangement of guestsarrangement of guests 嘉賓人數(shù)：100人/天； atten

48、dants: 100 persons/day; 每臺(tái)試駕車安排2名嘉賓進(jìn)行試乘試駕，并可安排嘉賓的朋友/家屬進(jìn)行試乘； arrange 2 driving guests in one car, and their family or friends can accompany with them p活動(dòng)程序 flow of single 試駕安排試駕安排 arrangement of test drive 簽到 registration 進(jìn)入活動(dòng)區(qū) enter into activity area 填寫試駕協(xié)議/ 駕駛證確認(rèn)fill into test drive agreement / co

49、nfirm drivers certificate 項(xiàng)目及 講解區(qū)items and explanation area 品牌展示 brand show 大客戶/潛在消費(fèi)者/ 媒體試駕 key clients /potential clients / media test drive 進(jìn)入休息區(qū)/茶點(diǎn) /游戲 enter rest area / tea and snacks /game 結(jié)束 end 注：在車主駕駛自駕車進(jìn)入項(xiàng)目區(qū)培訓(xùn)前， 先由技師做項(xiàng)目示范及車輛檢測(cè) p嘉賓分組安排 arrange guests 整個(gè)車隊(duì)分為2隊(duì)，車隊(duì)1與車隊(duì)2，每隊(duì)分別以?shī)W迪r8領(lǐng)航，每車隊(duì)配以5款?yuàn)W迪車型；

50、 每天接待100位嘉賓，分別是上午40人和下午60人；嘉賓全部在各自的經(jīng)銷商店集中，由大巴統(tǒng)一運(yùn)送 ； 每輛試駕車容納2位試駕嘉賓，10位/1天/輛，10輛車共100位； 試駕車隊(duì)通過(guò)1個(gè)換乘點(diǎn)進(jìn)行試駕嘉賓換乘，保證每位嘉賓能試駕45款?yuàn)W迪車； 鑒于奧迪r8只能提供試乘，但名額有限故不能讓所有嘉賓都可以試乘，每天提供試乘名額20名， 嘉賓可在試駕開(kāi)始前參與奧迪知識(shí)小問(wèn)答游戲取得試乘名額； p具體試駕操作具體試駕操作 specific test drive 試駕安排試駕安排 arrangement of test drive 試駕車隊(duì)安排（每車兩位嘉賓，每次可滿足22位嘉賓進(jìn)行試乘試駕）： ar

51、range test drive car team (2 guests a car, 1 24 guests for test drive each time): 試駕車輛組合以進(jìn)口國(guó)產(chǎn)進(jìn)行搭配，務(wù)求嘉賓得到全方位的體驗(yàn)； cars for test drive shall be imported + home made, make guests to experience completely; 領(lǐng)航車r8 navigation car r8 a4a8q7tta6 s8q7a5a6 領(lǐng)航車r8 navigation car r8 a4 車隊(duì)車隊(duì)1 車隊(duì)車隊(duì)2 試乘 試乘 試駕安排試駕安排 a

52、rrangement of test drive 換乘點(diǎn)換乘點(diǎn)transferring point 深圳國(guó)際會(huì)展中心深圳國(guó)際會(huì)展中心 shenzhen international exhibition center 福華三路福華三路 3rd fuhua road 濱海大道濱海大道 binhai avenue 濱海大道濱海大道 binhai avenue 金田路金田路 jintian road 益田路益田路 yitian road p 具體試駕操作具體試駕操作 specific test drive 人性化的安排人性化的安排 people-oriented arrangement p采用預(yù)約形式

53、邀請(qǐng)嘉賓，有利于活動(dòng)現(xiàn)場(chǎng) 的管理，減少嘉賓等候的時(shí)間 pinvite guests through reserving in advance, benefit the site management, and reducing the waiting time for guests p現(xiàn)場(chǎng)安排茶點(diǎn)提供給嘉賓享用，讓嘉賓 在等候時(shí)或試駕體驗(yàn)后能充分體現(xiàn)品牌 的人性化關(guān)懷 pprovides snacks for guests, make guests completely experience the people-oriented nature when waiting for test dr

54、ive 人性化的安排人性化的安排 people-oriented arrangement p嘉賓娛樂(lè)區(qū)域，現(xiàn)場(chǎng)設(shè)置仿真賽車模擬游 戲供嘉賓在等候或試駕后休閑娛樂(lè)。 set up the relaxing area, provide the emulational racing game for the waiting time; p嘉賓體驗(yàn)日嘉賓體驗(yàn)日 experience day 09：00 09：15嘉賓簽到 guests registration 09：15 09：25活動(dòng)開(kāi)始 / 領(lǐng)導(dǎo)致辭 start the activity / speech of leadership 09：25

55、09：40 全系車型試駕體驗(yàn)活動(dòng)講解 introduction of test drive event 09：40 11：40全系車型試駕體驗(yàn) test driving of all audi items 09：00 11：40茶點(diǎn)供應(yīng)時(shí)間 12：00 嘉賓自由離開(kāi) tea time / leave 12：00 13：00工作人員午餐 / 休息 lunch time of staffs / rest 13：00 13：15嘉賓到達(dá) guests registration 13：15 13：25活動(dòng)開(kāi)始 / 領(lǐng)導(dǎo)致辭 start the activity / speech of leadersh

56、ip 13：25 13：40全系車型試駕體驗(yàn)活動(dòng)講解 introduction of test drive event 13：40 17：40全系車型試駕體驗(yàn) test driving of all audi items 13：00 18：00茶點(diǎn)供應(yīng)時(shí)間 18：00嘉賓自由離開(kāi) tea time/ leave 活動(dòng)日程安排活動(dòng)日程安排 schedule of activity 活動(dòng)日程安排活動(dòng)日程安排 schedule of activity 活動(dòng)車輛需求活動(dòng)車輛需求 demands on car for the activity 活動(dòng)車輛需求活動(dòng)車輛需求 demands on car fo

57、r the activity 人員需求人員需求 demands on personnel 其它城市場(chǎng)地及路線選擇 site and route selection in other cities 鄭州河南電視臺(tái)鄭州河南電視臺(tái)8 8號(hào)演播廳號(hào)演播廳 zhengzhou no. 8 stereo hall of henan tv 中原首家五星級(jí)夢(mèng)幻劇場(chǎng)。劇場(chǎng)所在園區(qū)總占地面積104畝，劇場(chǎng)舞臺(tái)總面積2300平方 米。舞臺(tái)系統(tǒng)由主舞臺(tái)、后舞臺(tái)和左右側(cè)臺(tái)組成，配備國(guó)內(nèi)先進(jìn)的2米旋轉(zhuǎn)升降舞臺(tái)和 觀眾區(qū)升降臺(tái)。 the first 5-star dream theatre in central china

58、. the area of the park of the theatre occupies 104 mu, and the total area of the stage is 2300m2. the stage composes of main stage, rear stage, left and right side stages, and is equipped with advanced 2m rotating and lifting platform as well as audience area lifting platform. 河南電視臺(tái)8號(hào)演播廳位于花園路北段 no.

59、8 stereo hall of henan tv is located in the north section of huayuan road 河南電視臺(tái)河南電視臺(tái)8號(hào)演播廳號(hào)演播廳 no. 8 stereo hall of henan tv 花園路北段花園路北段 north section of huayuan road 中州大道中州大道 zhongzhou avenue 國(guó)道國(guó)道107 no. 107 national highway 河南電視臺(tái)河南電視臺(tái)8號(hào)演播廳號(hào)演播廳 no. 8 stereo hall of henan tv 花園路北段花園路北段 north section o

60、f huayuan road 河南電視臺(tái)河南電視臺(tái)8號(hào)演播廳號(hào)演播廳 no. 8 stereo hall of henan tv 國(guó)道國(guó)道107 no. 107 national highway 國(guó)道國(guó)道107 no. 107 national highway 國(guó)道國(guó)道107 no. 107 national highway 中州大道中州大道 zhongzhou avenue 花園路北段花園路北段 north section of huayuan road 鄭州站試駕路線鄭州站試駕路線 zhengzhou test drive route 武漢武漢國(guó)際會(huì)展中心武漢武漢國(guó)際會(huì)展中心 wuhan