1、O 12月深圳全新高尔夫千人团购会方案 O Nov. -Dec. Shenzhen new golf thousand people group purchase,目 录,项目概述,项目媒介传播,项目预备期,项目执行,项目后期宣传,Catalog,Project Overview,Project media,Project preparation period,Project Implementation,Late in the project publicity,项目概述,Project Overview,O 11-12月深圳全新高尔夫千人团购会,项目名称,打提升全新高尔夫市场占有率、品牌影
2、响力,项目宗旨,当月力争深圳市两厢车销量第一，降低库存、全力冲刺销量，协助经销商完成竞赛目标,主题诠释,项目概述,O Nov. -Dec. Shenzhen new golf thousand people group purchase,Project name,New golf playing enhance market share, brand influence,Project aim,The month and strive to Shenzhen city first hatchback car sales, reduce inventory, full sprint sales,
3、 help dealers to complete competition goal,Theme explanation,Project Overview,12月深圳全新高尔夫千人团购会,项目时间与地点,December Shenzhen new golf thousand people group purchase would,Project Time and Place,项目媒介传播,Project media,新闻媒体,市级媒体,深圳市,交通频道106.2,行业媒体,易车网,汽车之家,太平洋汽车网,项目媒介传播,Project media,News media,Municipal med
4、ia,Shen Zhen,traffic channel 106.2,Industrial media,BitAutocom,Autohome,PCauto,电台,项目媒体传播,网络,Radio,Project media,Network,项目媒体介绍,汽车之家成立于2005年6月，是全球访问量最大的汽车网站。2012年8月底，“汽车之家”与盛拓传媒正式拆分，原盛拓传媒将汽车和IT两条业务线进行拆分，变身两家独立公司。“汽车之家”、“二手车之家”组建为一个公司，用“汽车之家”命名。根据iUserTracker数据统计，汽车之家月度覆盖人数接近8000万。中国互联网汽车网民60%的时间花费在汽车
5、之家。,Project media,Car home was established in 2005 June, is the worlds most visited automobile website. At the end of 2012 8, “car home“ and Chengta media officially split,the original Chengta media will auto and IT two business lines split, turned two Independent Company. “Home of the car“, “second
6、-hand car home“ set up a company, named “car home“. According to iUserTracker statistics, car homemonthly enclothes a number close to 80000000. Chinas Internet users to 60% of the time spent in the car car home.,项目媒体介绍,易车创办于2000年，秉承“让汽车生活更简单”的理念，现已成为中国国内最领先的汽车专业媒体集团，为汽车企业和用户提供立足区域市场的本地化服务支持。 易车网价值观是
7、冠军车队文化：专业、合作、创新。1 易车网是汽车厂商和区域经销商整合营销解决方案提供商。通过全新三级两线营销整合战略，易车网整合自身优势资源，以营销管理及应用后台、广告营销系统、线下行销手段以及网站编辑运营系统四大系统作为营销手段，为汽车厂商、厂商大区、经销商三级商家提出一系列整合营销方案，并通过厂商联动及区域营销的两条营销主线达成汽车厂商、厂商大区、经销商在品牌及销售方面的营销诉求，最终成为汽车厂商和区域经销商整合营销解决方案提供商。,Project media,The official was founded in 2000, adhering to the “to make the ca
8、r more simple life“ concept, has now become the Auto Media Group China provides the most leading, based on regional market localization services to support theautomobile enterprises and users. BITAUTO values is the champion teamculture: professional, cooperation, innovation. 1 Easy to network is the
9、 automobile manufacturers and regional distributors tointegrated marketing solutions provider. The new three level two line marketing integration strategy, easy to network integration of their own resources advantages, to marketing management and application background,advertising marketing system a
10、nd below the line marketing means and website editor operating system four system as a means of marketing, and puts forward a series of integrated marketing solutions for automotivemanufacturers, manufacturers of large area, distributors level threemerchants. And through the two main manufacturers m
11、arketing linkage andregional marketing reach automobile manufacturers, distributorsmanufacturers District, in the brand and sales marketing demand, eventually become the automobile manufacturers and regional distributors to integrated marketing solutions provider,项目媒体介绍,太平洋汽车网（PCauto）是一个专业的汽车网站。自200
12、2年7月成立以来，以自身魅力迅速引起业界的瞩目，赢得了广大网友的拥护。以资讯、导购、导用、社区为出发点，坚持原创风格，为网友提供汽车报价、导购、评测、用车、玩车等多方面的第一手资讯，并营造一个互动的车友交流空间。网站下设汽车报价，汽车评测，以及新闻、导购、维修、保养、安全、汽车论坛、自驾游、汽车休闲、汽车文化等方面的内容，现为中国汽车排名第一的综合汽车网站。,Project media,The Pacific Automotive Network (PCauto) is a professional automotive website.Since 2002 July to set up, w
13、ith its own charm quickly attracted industryattention, to win the support of the vast number of users. On the basis ofinformation, shopping guide, guide, community, adhere to the original style, to provide car quotes, car, car purchase, evaluation, and other aspects of thefirst hand information to u
14、sers, and create an interactive Cheyoucommunication space. The site consists of car quotes, car reviews, and news,guide, maintenance, maintenance, security, automotive forum, self driving tour,car leisure and car culture and other aspects, China is now ranked firstcomprehensive automobile automotive
15、 website.,项目媒体介绍,深圳交通频率（FM1062），是深圳广播电影电视集团下属的广播频率，以交通宣传、交通信息、交通资讯为主要节目内容，利用现代化交通监控、信息传播手段，为强化城市交通管理，增强市民交通法规意识服务。 交通频率以交通动态信息为骨干；以深圳交通新闻、社会热点话题、疏导下班交通的早中晚三段节目为中心；以汽车前市销售和后市服务为主体；辅以知识性、娱乐性、可听性融为一体的音乐娱乐节目；加上探讨人生旅途谈心愉情的倾谈类节目；形成立体的、兼容的、主次分明的交通广播节目。,Project media,Shenzhen traffic frequency (FM1062) radi
16、o frequency, is the Shenzhen Radio Film and TV group subordinate to propaganda, traffic, traffic information, traffic information as the main content of program, the use of modern traffic monitoring, information transmission means, to strengthen the city traffic management, enhance service conscious
17、ness of the public traffic regulations. Frequency of traffic to dynamic traffic information as the backbone; toShenzhen traffic news, social hot topics, grooming traffic early in the eveningthree segment of the program as the center; to the car before sales and after market services as the main body
18、; with knowledge and entertainment, audibilitycom. music entertainment; plus on the journey of life talk cheerfully love chatprograms; the formation of three-dimensional, compatible, prioritize traffic broadcasts.,媒体排期,Media schedule,项目预备期,Project preparation period,项目预备期-媒介传播,投放渠道 1.网络媒体：12月1-5日深圳分
19、别投放：汽车之家、易车网、太平洋汽车网 2.其他媒体：12月1-5日深圳交通FM106.2频率,广宣要求 1.专题内容由三家网络媒体自行发挥撰写，关键词为“两厢车”、“女性”; 广告专题页面需带活动报名窗口，并根据投放费用的不同设定名单量考核 2.需做软文报道 活动通稿：活动通稿由代理公司统一撰写特别说明：在活动期间将各店广宣的点位也换成活动宣传内容,Project preparation period - media communication,Delivery channels Network media: December 1-5 Shenzhen were put in: the ca
20、r home,easy to network, the Pacific automotive network, launched Other media: December 1-5 on the radio,Advertising requirements 1. Thematic content by three home network media to play writing, key words as “hatchback“, “women“;Advertising special page need to take activities registration window, an
21、d according to different set list on the cost of quantity evaluation 2. Need to do soft Wen reports Activities: activities through the release by the manufacturers commissioned afranchise stores unified writing Special Note: during the activity phase point is replacedpromotional content,项目执行,Project
22、 Implementation,华南区事业部,经销商,代理公司,市场部、小区经理项目监控、结果考评 审核参与执行经销商名单和排期,项目执行团队按照代理公司撰写的执行手册组织人员现场执行 负责现场集客量和销售数据的统计和上报工作 向场地方提供各场次促销信息 现场配置：8名销售（各经销商合理分配），2名兼职 现场秩序维护，配合现场团购活动；,项目协调、统筹团队 督促经销商按指导手册执行 组织、统筹与主办方协调，向经销商发放集客物料负责对外广宣品的形象统一 项目预算、验收、结算等 代理公司进行搭建维护；,项目分工,RSD5,Dealer,Agency,Marketing Dept. , small
23、region managerProject monitoring, results evaluation Audit dealers name list and schedule who participating in implementation,Project implementation team Organize personnel to implement on site according to the implementation manual written by agency Be responsible for statistics and report of visit
24、or traffic and sales data Each session to provide promotionalinformation field place Site configuration: 8 sales (reasonable distribution of the various distributors),2 part-time The maintenance of order, with the experience activities;,Project coordination, planning team Supervise and urge dealers
25、to implement according to guidebook Organize, plan, coordinate with sponsor, hand out materials to dealers Be responsible to unify communication materials Project budget, acceptance and settlement The Proxy Companies was set up and maintenance;,Division of Duty,活动流程,Activity Rundown,场地方：迎宾、会场提供； 经销商
26、：客户服务、现场辅助、签单、统计数据； 代理公司： 会场搭建、撤场、统一物料设计，物料运输、下发。,活动现场平面图、效果图,Local: Welcome, the venue to provide Dealer: customer service, on-site assistance, signing,statistical data Proxy Companies: The meeting set up, remove field, uniform material design, material transport,issued,Active site plan, the effect
27、 of map,项目后期宣传,Late in the project publicity,项目后期宣传,后期宣传要求 1.活动通稿统一撰写，突出热点字眼“大卖”；下发3家媒体（易车、汽车之家、太平洋汽车），媒体需连续发布3篇软文进行宣传报道 2.深圳经销商把活动通稿上传自有宣传渠道，进行持续报道（汽车空间、网站会员、微信、微博、经销商网站等）,Late in the project publicity,The late promotion requirements Active release commissioned unified writing, prominent hot word “
28、sell”; 3 media issued (BitAutocom， Autohome, PCauto), media need continuousrelease 3 article soft Wen publicity2. Shenzhen dealers to release its own activities online publicity channels, last report (car space, member of the website, micro channel, micro Bo, the dealerwebsite),现场有效控制-展场内控制,公共区域请展馆方
29、安保人员及警方给予支持，保证展会安全有序 1、有“维权”标志车辆禁入展会停车区；进入车辆必须去除车贴后离场 2、预设谈判区，请展会方在展馆内预设谈判场地 3、穿“维权”标志服装人员禁止进入展馆内；进入人员隔离引导至谈判区 5、展馆内禁止发宣传材料及展示标语 6、展馆安检中注意标语类的检查,车辆 禁入/已入去车贴、离开,人员 大门禁入/已入引至谈判,宣传品 不准展示/发放,Effective Control Exhibition Hall,Ask security guard and police for help to keep order 1. Vehicles with “right pr
30、otection” are forbidden to enter parking lot; the entered vehicle must be removed the sticker and leave 2. Set negotiation area, and ask venue party to set a negotiation area in hall 3. People whose clothes with “right protection” are forbidden to enter the hall; the entered people shall be guided t
31、o negotiation area 5. It is forbidden to hand out communication materials and display slogan 6. Check slogans in hall carefully,Vehicles Are forbidden to enter/entered vehicle must beremoved the sticker and leave,People whose clothes with “right protection” are forbidden to enter the hall; the enter
32、ed people shall be guided to negotiation area,Communication materials are not allowed to display or hand out,政府资源需求,1,3,2,公安系统,1、截停：“维权”车辆劝阻不进入提车场 2、截停：“维权”人员劝阻不进入场馆内 3、帮助：在场馆内帮助预设谈判区 4、支持：场馆保安对大众区域加强安保,1、宣传：宣传部门对媒体和网络进行督导和控制 2、质检：质检局等部门帮助安抚用户，等待国家调查结果,在全社会维持社会稳定的前提下，为确保广州年度最大的盛会顺利举行， 一汽大众特请省市各级政府主管
33、部门和机构给予我们支持和帮助,Government Resource Requirement,1,3,2,Public Security System,1. Stop: stop “right protection” vehicle not to enter parking lot 2. Stop: stop “right protection” personnel not to enter hall 3. Help: help set negotiation area in hall 4. Support: Security guards strengthen the security of
34、 VW area,1. Communication: communication department supervises and controls media and network 2. Quality inspection: Quality Inspection Bureau and other department help comfort users and let them wait national research result patiently,Under the premise of maintaining social stability, FAW-VW hereby
35、 asks provincial and municipal government departments and agencies at all level to support and help to ensure the smooth progress of the biggest event in Guangzhou,咨询,对礼仪小姐进行培训，提供展会重点场所告知工作,加强对品牌好感度,分流,工作人员相应时段在关键地点提前设置安全围栏，避免拥挤造成威胁,受伤,设立医疗小组，同时流动服务志愿者与工作人员提前进行简单培训工作,火灾,发生火灾时，根据火灾严重程度进行处理，以观众安全为第一考虑
36、；通过广播及 现场工作人员告知，并有秩序地疏散观众到安全地方，进行初期消防行动；如发 现本展区发生火灾，应立即通知组委会（必要时拨打119）并协助消防,恶劣天气,遇天气无特大影响 时，按照原计划进行,应急预案,Consulting,Miss etiquette training , provide key sites to inform the work of the exhibition , to strengthen the brand favorability,Shunt,Staff security fence ahead of the corresponding period is
37、set at key locations to avoid congestion threat,Injured,The establishment of the medical team , while mobile services volunteers and staff in advance for simple training,Fire,In case of fire , the processing according to the severity of the fire , to a first viewer security considerations ; broadcas
38、t and Field staff informed and orderly evacuation of the audience to a place of safety , for initial fire action ; such as hair Now this exhibition of fire, shall immediately notify the organizing committee ( if necessary call 119 ) and to assist fire,Inclement weather,When bad weather no large impa
39、ct , according to the original plan,Contingency plans,环境管理体系规范承诺,一汽-大众环境管理体系规范承诺：坚决按照环境体系的环保要求，对活动的环保涂料使用，危险废弃物合法处置，材料的回收再利用。 活动将严格遵守一汽-大众环保要求和消防安全要求，并在执行中进行监督。,Environmental management system standard commitment,FAW - Volkswagen commitment to environmental management system standard ：Determined in
40、accordance with the environmental requirements of environmental systems , the use of green paint on the activities , legal disposal of hazardous waste , recycling materials for reuse. Activities will strictly abide by the FAW - Volkswagen environmental requirements and fire safety requirements , and oversight in the implementation 。,谢 谢 Thank you,
