執(zhí)行方案某汽車二手車特殊限購城市的置換支持活動(dòng)

特殊限購城市的置換支持活動(dòng)

Replacementsupportactivityforspecialpurchasingrestraintcities

活動(dòng)目的ActivityPurpose

乘借二手車置換不受限購的東風(fēng)，加強(qiáng)奧迪二手車業(yè)務(wù)宣傳推廣，吸引有意換車的客戶選擇奧迪二手車業(yè)務(wù)Withtheadvantagethatsecond-handcarreplacementisnotrestrainedbythecarpurchasingrestraintpolicy,strengthenthepropagandaandpromotionofAudisecond-handcarbusiness,attractintentclienttoselectAudisecond-handcarbusiness讓更多的客戶了解二手車置換的好處，了解奧迪二手車置換業(yè)務(wù)的優(yōu)勢，對(duì)奧迪二手車業(yè)務(wù)產(chǎn)生好感Promotemoreclientstorealizetheadvantagesofsecond-handcarreplacementandAudisecond-handcarreplacementbusiness,andarousetheirfavortoAudisecond-handcarbusiness提升奧迪二手車置換業(yè)務(wù)，促進(jìn)經(jīng)銷商潛在集客置換轉(zhuǎn)化，以置換的方式換購?qiáng)W迪新車型IncreasetheAudisecond-handcarreplacementbusiness,promotedealerstotransferpotentialclientstopurchaseAudinewcarsthroughreplacement.奧迪品薦二手車廣州限購樂換專場Audiappreciationsecond-handcarGuangzhoucarpurchasingrestrainthappyreplacementspecial

打造一場類似派對(duì)形式的活動(dòng)，格調(diào)輕松愉快，嘉賓參加活動(dòng)恍如參加派對(duì)一樣，在輕松的環(huán)境中接受奧迪品薦二手車的信息滲透。Developthepartymodeactivitywithhappynature,makeguestsfeellikeinthepartytoattendtheactivity,andaccepttheAudiappreciationsecond-handcarinthecomfortableenvironment.活動(dòng)策略Activitystrategy

讓充滿愉悅的事情做得更加的歡樂Dothepleasantthinghappier

一場歡樂的置換派對(duì)Ahappyreplacementparty

活動(dòng)策略Activitystrategy

歡樂置換派對(duì)HappinessReplacementparty

Party的氛圍Partyatmosphere

參照Party的形式布置現(xiàn)場，營造氣氛，讓嘉賓進(jìn)入現(xiàn)場在視覺上既感受到濃烈的Party氛圍。SetthesiteaccordingtotheParty,createtheatmosphere,promotegueststofeelintensivePartyatmosphereonsite.設(shè)置一些具有Party氛圍的節(jié)目，活躍現(xiàn)場氣氛并引起嘉賓互動(dòng)，讓嘉賓全身投入活動(dòng)，在輕松愉悅的氛圍中體驗(yàn)奧迪品薦二手車SetPartyatmosphereprogramstoactivatethesiteatmosphereandarouseinteractionwithguests,promotegueststoexperienceAudiappreciationsecond-handcarinthehappyandcomfortableatmosphere花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum情景布置Scenesetting會(huì)場編排Sitearranging音樂MusicParty的節(jié)目Partyprograms

活動(dòng)策略Activitystrategy

花式調(diào)酒表演Flairdrinkperformance魔術(shù)表演Magicianperformance情景小品Sceneopusculum目錄Contents

活動(dòng)背景ActivityBackground

活動(dòng)目的ActivityPurpose

活動(dòng)策略Activitystrategy

活動(dòng)亮點(diǎn)Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費(fèi)用預(yù)算Projectbudget

用小品的形式介紹奧迪品薦二手車業(yè)務(wù)、解讀限購政策、介紹限購政策出臺(tái)后二手車置換案例。以生動(dòng)有趣的形式提升活動(dòng)可觀性，加強(qiáng)嘉賓對(duì)信息的接收能力。IntroducetheAudiappreciation情景小品Sitearranging

活動(dòng)亮點(diǎn)Activityhighlights（兩個(gè)小品，此部分請(qǐng)經(jīng)銷商安排人員表演）

小品一：解讀限購政策、介紹限購政策出臺(tái)后二手車置換案例OpusculumI:explainthecarpurchasingrestraintpolicy,introducethesecond-handcarreplacementcaseunderthecarpurchasingrestraintpolicy2人表演，一個(gè)扮演銷售人員，一個(gè)扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:限購政策細(xì)則Detailedrulesandregulationsoncarpurchasingrestraintpolicy限購政策出臺(tái)后的二手車置換業(yè)務(wù)Second-handcarreplacementbusiness為什么選擇二手車置換Whyselectsecond-handcarreplacementunderthecarpurchasingrestraintpolicy為什么選擇奧迪二手車業(yè)務(wù)WhyselectAudisecond-handcarbusiness二手車置換與新購車手續(xù)對(duì)比（突出置換手續(xù)簡單）Comparisononproceduresofsecond-handcarreplacementandnewcar(highlightsimpleproceduresofreplacement)二手車置換與新購車時(shí)間對(duì)比（突出置換時(shí)間短）Comparisononproceduresofsecond-handcarreplacementandnewcar(Highlightshorttimeforreplacement)小品二：介紹奧迪品薦二手車業(yè)務(wù)OpusculumII:IntroducesAudiappreciatesecondhandcarbusiness2人表演，一個(gè)扮演銷售人員，一個(gè)扮演客戶2-personperformance,oneactsassales,andthenotheractsasclient內(nèi)容：Content:業(yè)務(wù)特點(diǎn)Businessfeatures業(yè)務(wù)優(yōu)勢Businessadvantages業(yè)務(wù)流程Businessflow情景靜態(tài)展示Scenestillshow

模擬二手車置換情景的靜態(tài)分鏡展示，以人物剪影多個(gè)場景的形式逐一展示二手車置換業(yè)務(wù)優(yōu)勢，此外，人物的對(duì)話框以詼諧幽默的文字詮釋業(yè)務(wù)，增加樂趣和可讀性。Imitatesecond-handcarreplacementscenestillshow,showtheadvantagesofsecond-handcarreplacementbusinesswithfigureandscene.Additionally,thedialogueboxoffiguremayintroducethebusinesswithhumoroustextforincreasingthepleasure.活動(dòng)亮點(diǎn)Activityhighlights

文字文字文字文字文字文字文字文字文字文字文字文字文字文字情景1Scene1情景2Scene2情景3Scene3情景4Scene4簽到入口Registrationentrance出口Exit嘉賓活動(dòng)前可收集奧迪的紙媒廣告，簽到時(shí)可換取禮品一份；（每站30份，現(xiàn)場換完即止）（此部分請(qǐng)經(jīng)銷商在前期傳播及邀約客戶時(shí)告知信息）活動(dòng)亮點(diǎn)Activityhighlights

小置換大樂趣Smallreplacement,greatpleasure

客戶收集的奧迪紙介質(zhì)廣告Audipapermediaadvertisementcollectedbyguests現(xiàn)在可置換禮品Getgiftnow

置換的禮品-奧迪8GU盤Gift目錄Contents

活動(dòng)背景ActivityBackground

活動(dòng)目的ActivityPurpose

活動(dòng)策略Activitystrategy

活動(dòng)亮點(diǎn)Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費(fèi)用預(yù)算Projectbudget

整體概況GeneralOverview

活動(dòng)規(guī)劃：廣東中奧11月10日廣州錦龍12月1日廣東君奧11月24日廣東粵奧12月8日活動(dòng)主題：何懼限購置換無憂

奧迪品薦二手車廣州限購樂換專場人員構(gòu)成：共100人二手車意向置換客戶80人（經(jīng)銷商邀請(qǐng)）媒體10人Media

10personsVIP10人VIP10persons活動(dòng)形式：二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式、二手車拍賣等活動(dòng)后7天7days

aftertheactivity活動(dòng)當(dāng)天Activityday

活動(dòng)前1天1day

beforetheactivity活動(dòng)前集客篩選客戶邀約GuestcollectionselectionCustomersinvitation

參加活動(dòng)提醒Promptonattendingtheactivity

展廳活動(dòng)Showroomactivity

后續(xù)跟進(jìn)Trackserviceinthefuture

經(jīng)銷商店頭及電話短信形式告知客戶活動(dòng)信息，邀約參加根據(jù)集客名單篩選潛力客戶，并邀約其參加活動(dòng)提醒客戶準(zhǔn)時(shí)參加活動(dòng)Prompttheclientstotimelyattendtheactivity二手車置換、新車試駕、奧迪二手車業(yè)務(wù)講解、限購政策之二手車置換、交車儀式UCreplacement,Newcartestdrive,Audisecond-handcarbusinessintroduction,carpurchasingrestraintpolicy---second-handcarreplacement,handoverceremony.

后續(xù)銷售跟進(jìn)評(píng)估價(jià)格2個(gè)月有效Follow-upservicebysalesEvaluationpriceisvalidwithin2months整體概況GeneralOverview

階段日程規(guī)劃Agendaplanning

二手車業(yè)務(wù)趣味演示Second-handcarbusinessinterestingshow奧迪二手車業(yè)務(wù)講解IntroductiontoAudisecond-handcarbusiness限購政策二手車業(yè)務(wù)的優(yōu)勢Advantagesofsecond-handcarbusinessundercarpurchasingrestraintpolicy二手車優(yōu)惠置換政策Policiessecond-handcarreplacement新車試駕Newcartestdrive整體概況GeneralOverview

了解Understand熟知Know

解決辦法Solution

辦法的好處Advantagesofthemethod

切身體驗(yàn)Personalexperience

初步了解二手車業(yè)務(wù)，產(chǎn)生好感和好奇Primarilyknowsecond-handcarbusiness,generatefavorandcuriosity.讓客戶知道換購比新購簡單方便Letclientsknowthatreplacementissimplerandmoreconvenientthanpurchasinganewcar奧迪二手車業(yè)務(wù)可以幫助客戶實(shí)現(xiàn)置換Audisecond-handcarbusinesscanassistclientstoachievereplacement奧迪二手車多重優(yōu)惠政策刺激客戶置換車輛stimualte

clients

to

replace

the

cars

with

Audi

second-hand

car

several

preferential

policies

體驗(yàn)意向置換車輛Experienceintentreplacementofcar客戶信息接受流程Clientinformationreceivingflow

活動(dòng)流程Activityflow整體概況GeneralOverview時(shí)間Time

14:00-14:30嘉賓簽到，參觀情景展示，置換禮品Guestsregisterandvisitthesceneshow,getgift14:00-14:30暖場Warm-up14:30-14:35魔術(shù)表演，結(jié)合二手車翻新概念，與嘉賓互動(dòng)等Magicianperformance,interactwithguestwiththeconceptofsecond-handcarrefitting14:35-14:45視頻：奧迪二手車業(yè)務(wù)介紹Video:Audisecond-handcarbusinessintroducethe14:45-14:50主持人開場Presenterdeclaresthebeginoftheactivity14:50-14:55總部領(lǐng)導(dǎo)致辭Headquarterleadergivesspeech14:55-15:00經(jīng)銷商領(lǐng)導(dǎo)致辭Dealerleadergivesspeech15:00-15:10視頻：經(jīng)銷商實(shí)力展示Video:dealerstrengthshow15:10-15:20小品形式：限購政策之二手車置換解讀，其他車型置換C7案例15:20-15:25互動(dòng)問答InteractiveQ&A15:25-15:30中場休息，茶歇。花式調(diào)酒表演15:30-15:40小品形式：奧迪品薦二手車業(yè)務(wù)介紹Opusculummode:Audiappreciationsecond-handcarbusinessintroduce（經(jīng)銷商表演）15:40-15:55二手車評(píng)估Second-handcarevaluation15:55-16:00游戲，二手車價(jià)格競猜Game,second-handcarpriceguessing16:00-16:10交車儀式Handoverceremony16:10-分組體驗(yàn)，新車試駕+嘉賓二手車評(píng)估+二手車拍賣（活動(dòng)結(jié)束后嘉賓自行選擇參加）Groupingexperience,newcartestdrive+guestssecond-handcarevaluation+Second-handcarauction(guestsmayattendaftertheactivity)目錄Contents

活動(dòng)背景ActivityBackground

活動(dòng)目的ActivityPurpose

活動(dòng)策略Activitystrategy

活動(dòng)亮點(diǎn)Activityhighlights

整體概況GeneralOverview

主要環(huán)節(jié)說明Introductiononmajorprocedures

費(fèi)用預(yù)算Projectbudget

開場視頻：根據(jù)總部視頻剪輯Openingvideo：Editbasingonheadquartervideo

奧迪品薦二手車業(yè)務(wù)介紹Audiappreciationsecond-handcarbusinessintroducethe經(jīng)銷商實(shí)力展示：介紹經(jīng)銷商的規(guī)模、業(yè)務(wù)、團(tuán)隊(duì)、成績，每家經(jīng)銷商一條Dealerstrengthshow:introducethedealersize,business,teamandachievements,oneforeverydealer主要環(huán)節(jié)說明Introductiononmajorprocedures

限購政策解讀（情景小品形式）：Carpurchasinglimitationpolicyintroduction

(Sceneopusculummode):

廣州限購政策主要內(nèi)容MaincontentsofGuangzhoucarpurchasingrestraintpolicy限購政策下二手車置換的細(xì)則，主要說明二手車置換受限購影響較小Underthecarpurchasingrestraintpolicy,detailedrulesandregulationsonsecond-handcarreplacement,mainlyintroducethatsecond-handcarreplacementhaslessinfluencefromthecarpurchasingrestraint限購政策下二手車置換的操作辦法Underthecarpurchasingrestraintpolicy,theoperationmethodofsecond-handcarreplacement限購政策下其他型C7案例分享Underthecarpurchasingrestraintpolicy,sharethecaseofreplacingC7withC6主要環(huán)節(jié)說明Introductiononmajorprocedures

主要環(huán)節(jié)說明Introductiononmajorprocedures

魔術(shù)表演：Magicianperformance

結(jié)合奧迪二手車魔術(shù)翻新的概念，現(xiàn)場安排魔術(shù)表演節(jié)目，并且與臺(tái)下觀眾互動(dòng)，增加互動(dòng)和娛樂。（以實(shí)際執(zhí)行為準(zhǔn)。具體為互動(dòng)性近景魔術(shù)）主要環(huán)節(jié)說明Introductiononmajorprocedures

花式調(diào)酒表演：Flairdrinkperformance為了增加Party的氣氛，用花式調(diào)酒表演于嘉賓互動(dòng)，讓參加活動(dòng)的嘉賓第一時(shí)間就感受到活動(dòng)的氛圍。InordertostrengthenthePartyatmosphere,arrangeflairdrinkperformanceforinteractingwithguests,andletattendantsfeeltheactivityatmosphereassoonaspossible.主要環(huán)節(jié)說明Introductiononmajorprocedures

奧迪品薦二手車業(yè)務(wù)介紹（情景小品形式，經(jīng)銷商表演）：Audiappreciationsecond-handcarbusinessintroducethe

（Opusculummode

）業(yè)務(wù)內(nèi)容Servicecontent業(yè)務(wù)流程Serviceflow業(yè)務(wù)優(yōu)勢Serviceadvantages二手車捐價(jià)格競川猜Sec瞇ond眼ha舉nd努car劫pr叢ice脖gu霉ess瓜ing主要環(huán)節(jié)角說明Int撲rod崗uct雕ion效on詞ma界jor拾pr撫oce特dur眾es邀請(qǐng)10名嘉賓分仔為兩組分僚別上臺(tái)針雄對(duì)臺(tái)上展扎車進(jìn)行價(jià)祥格競猜，列支持人扼乏要介紹車討輛信息，投嘉賓自行蘿競猜，價(jià)犧格最接近累的將獲得晶大禮一份雖。其余8名分別收獲得參里與禮品威一份。競猜大獎(jiǎng)-2份高級(jí)音薦箱競猜參毫與獎(jiǎng)-8份奧迪車模二手車評(píng)居估Seco惹nd-h碧and潛car增eval夠uati雖on主要環(huán)贊節(jié)說明Int考rod蹈uct轎ion擊on返ma腿jor蝴pr廁oce樹dur患es評(píng)估師疾以現(xiàn)場齊真車為時(shí)藍(lán)本，變向嘉賓枝展示奧賣迪品薦邀二手車柳的科學(xué)浪、嚴(yán)謹(jǐn)鍬的評(píng)估將流程，弄加深嘉鞠賓對(duì)奧戒迪品薦賄二手車慚的了解御。（經(jīng)銷務(wù)商進(jìn)行繳現(xiàn)場評(píng)搜估流程疼講解及局演示）.主要環(huán)駱節(jié)說明Int許rod臨uct括ion嘆on膨ma感jor識(shí)pr母oce窗dur欺es奧迪二手稈車優(yōu)惠政垂策介紹（具體雄與經(jīng)銷插商溝通叫待定）Audi抱sec賤ond-妄hand廣car拳pre漲fere掌ntia卡lpo姜licy互int捎rodu恐cet逃he置換A8L可享受原域價(jià)置換優(yōu)局惠A8材Lr價(jià)epl啄ace血men慰tm件ay養(yǎng)enj掃oy蠅the遍pr猛ivi沒leg筑eo托fr流epl南aci棕ng驕wit希ho巧rig扭ina鴨lp夫ric告e送一年熱汽車全僑險(xiǎn)Enj化oy振one疫-ye舞ar交car垂fu轉(zhuǎn)ll估ins啦ura扶nce當(dāng)天評(píng)估賢的嘉賓車湊輛，評(píng)估類價(jià)2個(gè)月內(nèi)有忌效The穩(wěn)eval餐uati椒onp亡rice忙is擦vali痕dwi膨thin選2m愛onth持sfo跨rth舅eca鍛rsw套hich骨are伶eva妖luat羊edo雹nth嫁eac視tivi酒tyd鋒ay當(dāng)天前3名置換刊的嘉賓猜額外獲狗得經(jīng)銷秋商500障0元禮包The籠firs貍t3校repl梅acem擴(kuò)ent簡gues建tsm魂ayg憑eta怠ddit膝iona丙lRM脈B500訴0gi務(wù)ftp摔ack害from軋the虛dea勢ler當(dāng)天第4-5名置換的脈嘉賓額外升獲得經(jīng)銷停商300價(jià)0元禮包The況4t樓ha闊nd艦5th拋re皆pla壇cem洪ent按gu繪est礦sm做ay勞get床ad顆dit條ion將al凱RMB技300孩0g詳ift刻pa先ck零fro過mt彼he升dea滲ler當(dāng)天第8-6名置換披的嘉賓辯額外獲騙得經(jīng)銷掛商2000元禮包The鑄6t耗ha茫nd最8th鞋re竹pla奇cem混ent拆gu歪est踏sm降ay截get更ad乞dit短ion跟al貪RMB較200擾0g寶ift爭pa蟻ck飼fro概mt永he淋dea竊ler活動(dòng)后結(jié)繞束一個(gè)月爛內(nèi)置換的纏嘉賓獲得易經(jīng)銷商額貝外1000元禮包Gues吧twh拖ore黎plac施eca默rwi塊thin痰1m并onth圾aft亂ert兩hea悔ctiv級(jí)ity斧may花get臂addi治tion駐alR線MB10堅(jiān)00g月ift歸pack茶fro田mth儉ede獨(dú)aler二手車置毀換：Seco杜nd-h河and信car級(jí)repl衡acem積ent:試駕及評(píng)撿估完畢后煉，進(jìn)行現(xiàn)貫場的二手儀車置換環(huán)緊節(jié)，主持?jǐn)n人演示階前梯式置換磨優(yōu)惠，吸緣瑞引嘉賓踴制躍置換。Afte株rte嶄std奔rive體and固eva茶luat駕ion,拍arr圈ange鳴sit求ese躺cond絡(luò)-han賺dca壓rre拘plac息emen草t,p雜rese干nter界dem拌onst壘rate猾sth毒ele處vel敵repl善acem苦ent趨pref門eren恩tial阿mea越sure蹄sto酬att昆ract膨the憑gue片sts影for分repl度acem嘴ent.主要環(huán)節(jié)濟(jì)說明Intr省oduc泊tion粱on反majo扁rpr爺oced宏ures當(dāng)天第6-8名置換的拳嘉賓額外腸獲得經(jīng)銷掌商2000元禮包The膏6t秋ha浮nd盾8th臘re輛pla劈燕cem倆ent責(zé)gu冠est刪sm奴ay精get撓ad世dit照ion死al枯RMB牙300襪0g祥ift揪pa雀ck污fro歪mt逐he交dea障ler第二檔Lev劈燕el往2第三檔Leve恭l3當(dāng)天第4-5名置換峰的嘉賓某額外獲趙得經(jīng)銷秒商3000元禮包The株4th織and毯5th奴repl賞acem演ent導(dǎo)gues螺tsm演ayg滅eta極ddit己iona然lRM戀B300天0gi口ftp京ack洋from家the株dea悲ler當(dāng)天前3名置換吉的嘉賓門額外獲島得經(jīng)銷傍商500咱0元禮包The腔firs紋t3挺repl悠acem資ent秘gues鎮(zhèn)tsm廁ayg丟eta叨ddit果iona平lRM猾B500顧0gi逝ftp境ack茄from唯the箱dea攪ler第一檔Lev鑄el長1主要環(huán)節(jié)旨說明Intr梅oduc命tion硬on濟(jì)majo袍rpr如oced煮ures交車儀式祝：Han吳dov趙er供cer耍emo等ny:對(duì)前3名置換的甘嘉賓進(jìn)行要交車儀式棒，由總部倍領(lǐng)導(dǎo)或經(jīng)壩銷商領(lǐng)導(dǎo)掀向用戶頒歐發(fā)奧迪車炭鑰匙模具駕及禮品Pres控ent寺hand苦over址cer獸emon枯yfo雖rth例efi青rst曾3re煤plac超emen長tgu管ests濁,he票adqu夸arte打rle乞ader出or還deal豪erl蹦eade悉ris吹sue張Audi跌car倘key斥mou披lda盛ndg銷ift洋tot緒hec益lien賀t嘉賓發(fā)框表置換勻感言Gues移tsg北ives住emo恐tion狠als紡peec冒hon烘rep夜lace填ment交車儀式腎車主禮品好運(yùn)豌劈燕豆龍2.0音箱龍年生肖揚(yáng)主題，雙桂聲道喇叭念音箱；外觀設(shè)計(jì)閘靈感源于檔中國神秘番的龍文化閑，傳統(tǒng)與忍時(shí)尚完美亭結(jié)合的又仆一力作；產(chǎn)品創(chuàng)襖意值入炸時(shí)下最預(yù)熱門“三游戲植撓物大戰(zhàn)劇僵尸”把形象元振素；特殊制作怒工藝，形沫質(zhì)柔美，肢音色純凈歡。輪換體驗(yàn)Expe石rien堪cebyt稍u(píng)rn安排新車耐試駕環(huán)節(jié)哨，并在簽遍到時(shí)收集恭有意向試沿駕的嘉賓餓，便于在庭試駕時(shí)安英排車輛Arr丙ang大en廈ew傻car踐te橡st辨dri灰ve,品se宅lec拴ti穗nte押nt咐gue炕sts娘to插at糖ten蔬dt鎖est固dr鑼ive甘wh榨en黃reg扛ist傭eri方ng,艱