奥迪新A8L试驾品鉴会方案

“尊享卓越”——2011奥迪新A8L中南小区试驾品鉴会“EnjoyExcellence”---2011AudiNewA8LCentralandSouthAreaTestDriveAppreciationGAAC17.03.201128/15/2019活动背景：全新A8L深度品鉴全新奥迪A8L是奥迪新一代旗舰，是奥迪目前在设计与科技方面最顶尖的艺术之作。全新奥迪A8L融入时尚新设计及高端科技的豪华轿车，集合完美的动力配备、优越的驾乘舒适感及独一无二的设计，从新定义D级豪华车的标准。全新A8L将肩负提升奥迪在中国的尊贵品牌形象和提升奥迪在D级轿车市场领域的市场份额的重大使命。38/15/2019ActivityBackground:NewA8LdeeplyappreciationNewAudiA8ListheflagshipofAudi,andthetopproductofartindesignandtechnology.NewAudiA8Listhedeluxecarwithnewdesignandtoptechnology,andcombinesperfectforce,advantageddriverandpassengercomfortablefeelingandoutstandingdesign,whichhasredefinedthestandardofClassDdeluxecar.NewA8LwillundertakethemissionofAudiinChinaforimprovingthenoblebrandimageandthemarketshareofClassDcarmarket.48/15/2019目录Contents►整体策略Generalstrategy►活动概述Activitybrief►活动运营Activityoperation►媒体邀约Mediainvitation►活动管理Activitymanagement►项目预算Projectbudget58/15/2019目录Contents►整体策略Generalstrategy►活动概述Activitybrief►活动运营Activityoperation►媒体邀约Mediainvitation►活动管理Activitymanagement►项目预算Projectbudget68/15/2019整体策略：思考1：解读奥迪新A8L设计动感的外形设计雕塑般的轮廓连续的特征线条带有独一无二设计的LED大灯独特的奥迪内饰设计风格舒适性空间宽阔大气，舒适感极佳并配备便捷性装备完美手工打造的精致内饰对后排的倾力包装(例如后座娱乐系统，豪华躺椅等)丰富的驾驶员辅助系统（例如带Stop&Go功能的自适应巡航系统)驾驶体验具备竞争优势的驾驶特性奥迪驾驶模式选项，含主动可调空气悬架动态转向带运动差速器的全时四驱定位阐述：为进取的商界领袖提供的、兼备创新与豪华的全新一代豪华轿车。目标群轮廓：当今的“商务精英”：年轻有为，思维开放，依旧在乎权力地位。78/15/2019GeneralstrategyThought1:ExplainAudinewA8LDesignDynamicappearancedesignSculpturecontourContinuouslinesLEDheadlampwithuniquedesignUniqueAudiupholsterydesignstyleComfortableWideandgrandspace,comfortablefeelingandconvenientequipmentsPerfectmanuallymadeelaborateupholsteryOutstandingdecorationfortherearseats(forexample:rearseatentertainmentsystem,deluxechaiselongue)Diversifieddriverassistantsystem(forexample:adaptivecruisesystemwithStop&Gofunction)DriveexperienceDrivepropertieswithcompetitiveadvantagesAudidrivemodeoptions,includinginitiativeadjustableairsuspensionDynamicsteeringFull-time4WDwithsportdifferentialOrientationexplanation:Thenewgenerationdeluxecarforaggressivebusinessleaderswithinnovativeanddeluxenature.Targetedclients:Current“businesselites”:young,successful,openminded,careaboutpowerandstatus.88/15/2019整体策略：思考2：新A8L在中南小区面对的挑战历经前三代车型的发展，奥迪A8已经在豪华车领域获得了一定地位，但总体数量距离同级别的奔驰S级和宝马7系仍然有不小差距。高端消费圈子里，奥迪的影响力不如竞争品牌那样底气十足。A8L外观与A6L的外观相近，奥迪的公务车形象深入人心，在一定程度上阻碍了A8L在高端豪车市场的发展，奥迪在中国的品牌形象和新A8L在D级轿车市场的尊贵形象有待提升。在高端消费群体中，品牌认知度不足；目标群体变更，经销商集客能力不够。新A8L在中南小区的市场需求：迅速提高在高端消费群体中的知名度凸显尊贵感，彰显A8L高端汽车领域鲜明优势承载总部上市热度，扩大产品影响面，为区域的销售打下基础98/15/2019GeneralstrategyThought2:ChallengesfornewA8LincentralandsouthcommunityAfterthedevelopmentprevious3generationsproducts,AudiA8hasobtainedcertainstatusinthefieldofdeluxecar,butthere’sstillcertaingapbetweenA8andSclassBENZandBMW7series.Inthetopconsumingcircle,theforceofAudifollowsthecompetitivebrands.TheappearanceofA8LissimilarasthatofA6L,theimageofAudiasgovernmentcarisdeeplyrootedintheheartofpeople,whichhaspreventedthedevelopmentofA8Linthetopanddeluxecarmarket,thebrandimageofAudiinChinaandthenobleimageofnewA8LinClassDcarmarketarestilltobeimproved.Intopconsumers,A8hasinadequatebrandrecognition;targetedclientsarechanging,distributorshaveinadequateabilityincollectingguests.MarketdemandsofnewA8Lincentralandsouthcommunity:QuicklyimprovetheawarenessintopconsumersHighlightthenoblefeelingandthebrightadvantagesofA8LintopcarfieldExtendthelaunchactivityofheadquarter,expandtheforceoftheproductandsetfoundationforsalesinlocal108/15/2019根据中南部区市场和客户特点针对A8L设计的区域层面的投放，延续上市声势，传播全新奥迪A8L区域上市的声音。整体策略投放目的以新Ａ８Ｌ中南小区投放延续及深化上市市场声音，提升奥迪品牌及新Ａ８Ｌ的认知度，促进新Ａ８Ｌ销售。延续上市高潮，制造区域声音。邀请区域内的目标客户群体参加，使投放活动接触潜在客户群体，深度传播奥迪A8L的尊贵地位和核心信息，为销售打基础。加强与潜在客户沟通，促进销售。提高奥迪品牌的知名度和影响力，提升新A8L上市的影响力和认知度，吸引当地媒体和目标消费群体对新A8L的关注。提升品牌地位，提高新Ａ８Ｌ认知度。118/15/2019Accordingtothefeaturesofcentralandsouthareamarketandclients,launchforthepropertiesofA8Ldesign,extendthelaunchforce,propagandizethevoiceofnewAudiA8Linlocal.GeneralstrategylaunchpurposeExtendanddeepenthelaunchvoicethroughthelaunchofnewA8Lincentralandsouthcommunity,improvetherecognitionofAudibrandandnewA8L,promotethesalesofnewA8L.Extendthelaunchclimax,producetheareavoice.Invitetargetedclientstoattend,promotethelaunchactivitytocontactpotentialclients,deeplypropagandizethenoblestatusandcoreinformationofAudiA8L,andsetfoundationforsales.Strengthenthecommunicationwithpotentialclients,promotesales.ImproveAudibrandawarenessandforce,improvethenewA8Llaunchforceandrecognition,attractlocalmediaandtargetconsumerstonewA8L.Improvethebrandstatus,improvenewA8Lrecognition.128/15/2019活动策略锁定目标群体精准宣传平台提升品牌形象、销量►集结群体：通过与高端媒体、团体合作，集结目标群体；借助高端消费群体平台，促成奥迪A8L与目标群体之间立体的深度交流。►尊贵体验：享受至尊无尚的待遇，培养目标受众心目中对奥迪品牌用户的优越感；展现奥迪新A8L鲜明个性及高端科技的豪华感，体验奥迪A8L动感与高贵结合的美感；借助当地进取人士的影响力，扩大品牌在目标群体内的美誉度；►驾乘体验：精心设计试驾项目，彰显新A8L带来的驾乘舒适感，感受奥迪新A8L无微不至的高端设置及奥迪之瑰丽魅力；138/15/2019ActivitystrategyLocktargetedclientspreciselypropagandizeplatformimprovethebrandimage,salesvolumeCollectclients:Cooperatewithtopmediaandgroupsforcollectingtargetedclients;Withthetopconsumersplatform,promotethedeepcommunionbetweenAudiA8Landtargetedclients.NobleexperienceEnjoynobletreatment,cult