某汽車ALA南部區(qū)上市傳播方案

奧迪A6LPA南部區(qū)上市推廣方案

AudiA6LPASouthAreaLaunchingandPromotionPlan

廣州國云風(fēng)廣告有限公司GAAC.GZ目錄Contents

區(qū)域市場(chǎng)分析RegionalMarketAnalysis

A6LPA上市整合傳播策略A6LPAlaunchingintegratedpropagandastrategyA6LPA投放活動(dòng)A6LPAlaunchingactivityA6LPA上市媒體傳播A6LPAlaunchingactivity整體報(bào)價(jià)及費(fèi)用分配generalquotationandfeeslist區(qū)域市場(chǎng)分析RegionalMarketAnalysis區(qū)域特征分析Areacharacteristicsanalysis

南區(qū)地域遼闊，區(qū)域特征復(fù)雜，經(jīng)濟(jì)發(fā)展水平不一；華南小區(qū)、中南小區(qū)、東南小區(qū)三地的消費(fèi)觀念、生活習(xí)慣以及品牌認(rèn)知度等存在較大差異；SouthAreahaswideareawithcomplicatedcharacteristicsandunbalancedeconomicdevelopment,SouthChinaarea,centralChinaareaandSoutheastChinaareahavedifferentconsumptionconcept,lifehabitandbrandcognizance;南區(qū)尤其華南毗鄰港、澳、臺(tái)，率先開放，受整體經(jīng)濟(jì)環(huán)境影響，創(chuàng)新和進(jìn)取是生存發(fā)展的基本條件，更容易接受新觀念、新事務(wù)；華南本地客戶受日系車的影響很大，消費(fèi)觀念務(wù)實(shí)，追求性價(jià)比；SouthArea,particularlyforSouthChina,neighborsHongKong,MacauandTaiwanwithearlieropening,andcaneasilyacceptnewconceptandnewaffairswithinnovationandstrivingasthebasicconditionsofsurvivalanddevelopmentduetothegeneraleconomicenvironment;SouthChinaclientsarepowerfullyinfluencedbyJapanesecarswithpracticalconsumptionthoughtandpursuecostperformance;隨著粵港澳經(jīng)濟(jì)圈的建成和東盟合作的深入，南區(qū)沿海省份特別是廣東省仍具有巨大增長空間，是南區(qū)的推廣重點(diǎn)；AstheconstructionofCanton,HongKongandMacaueconomicringandthedeepeningofASEAN,thecoastalprovincesinSouthArea,particularlyforGuangdongProvince,hastheenormousincreasingspaceasthekeyforpromotioninSouthArea;銷售分析Salesanalysis08年至今奧迪A6L在南部區(qū)C級(jí)車中仍占據(jù)領(lǐng)先位置，這與長期積累的豪華車品牌、嚴(yán)謹(jǐn)?shù)牡孪倒に?、卓越的性能等因素相關(guān)；Since2008,AudiA6LhaskeptleadinginCLASSCinSouthArea,whichisrelatedwiththedeluxecarbrand,preciseGermanytechniqueandoutstandingperformance;A6L同時(shí)也面臨著嚴(yán)峻的市場(chǎng)挑戰(zhàn)，08年總體市場(chǎng)份額下滑，除了寶馬、奔馳等傳統(tǒng)競(jìng)爭(zhēng)對(duì)手外，雷克薩斯對(duì)A6L的威脅也越來越大；A6Lisalsofacingsharpchallenge,in2008,thegeneralmarketshareisdropping,besidessuchtraditionalcompetitorsasBMWandBENZ,LexusalsoshowshigherandhigherthreatentoA6L;在南區(qū)重點(diǎn)銷售區(qū)域廣東，A6L已失去明顯競(jìng)爭(zhēng)優(yōu)勢(shì)，不但和寶馬、奔馳的距離慢慢拉近，甚至被雷克薩斯趕超；InthekeysalesareainSouthChina---Guangdong,A6Lhaslostobviouscompetitiveadvantages,andtheadvantageswithBMWandBENZislightlyshortened,anditisevensurpassedbyLexus;競(jìng)爭(zhēng)分析今年以來BMW、MB、Lexus

在南部區(qū)的市場(chǎng)活動(dòng)非常活躍，保持著較高的品牌聲量；

BMW9月8日華晨寶馬推出”零利率”購車方案7月6日寶馬523Li標(biāo)準(zhǔn)型上市售價(jià)43.36萬元7月4日未來的”N”種可能BMW”GINA”炫目發(fā)布7月3日創(chuàng)新BMWX6全轎跑車中國上市6月5日寶馬攜手中華慈善總會(huì)設(shè)立寶馬愛心基金6月10日全新寶馬1系登陸中國5月29日

BMW320i進(jìn)取型上售價(jià)人民幣30.9萬元4月23日

BMW&MINIExperienceDay感受完美3月14日寶馬3系新車路試－新車型今夏將現(xiàn)身展廳1月16日新BMW5系長軸距版試駕鑒賞日……….MB9月2日奔馳C200K標(biāo)準(zhǔn)型上市售價(jià)34.8萬元8月6日網(wǎng)動(dòng)佛山奔馳青少年網(wǎng)球總員7月14日新一代梅賽德斯-奔馳CLS轎跑車正式上市5月28日悠游生活海外深度試駕梅賽德斯奔馳SLK3505月3日及“奔馳E級(jí)轎車安心如E”深圳5月10日品鑒試駕會(huì)4月7日梅賽德斯-奔馳S600GuardPullman發(fā)布3月21日

《圖蘭朵》首演助興國產(chǎn)新奔馳C級(jí)轎車成功上市3月15日國產(chǎn)新奔馳C級(jí)上市……….8月23日

2008奧運(yùn)國際頂級(jí)馬術(shù)體驗(yàn)日7月1日至

LEXUSIS300「盛情免息優(yōu)惠7月31日

]活動(dòng) 6月10日

“悠之畔,行之悅”──LEXUS雷克薩斯江南品鑒會(huì)正式啟動(dòng)4月25日

2008LEXUS中國精英賽完美收桿3月15日大興雷克薩斯315誠信宣言-買車送車活動(dòng)1月10日雷克薩斯LX570全國正式上市售價(jià)129.8萬元

……….LexusCompetitionAnalysisBMW8thSeptemberBrillianceBMWpromotes”ZeroInterest”CarPurchasingPlan6thJulyBMW523ListandardtypelauncheswithsalespricereachingRMB433,6004thJuly“N”kindsofpossibleinthefutureBMW“GINA”launching3rdJulyInnovativeBMWX6coupelaunching5thJuneBMWcooperatedwithChinaCharityFederationtosetupBMWBenevolentFund10thJunebrandnewBMW1launchedChina29thMayBMW320istrivingtypelaunchesandthesalespriceisRMB309,00023rdAprilBMW&MINIExperienceDay14thMarchBMW3newcartestdrive-newcarwilllaunchinexhibitionhallinthissummer16thJanuaryNewBMW5longshaftwheelbasetestdriveappreciationdaySince2008,BMW,MBandLexushavepromotedvariousactivitiesinSouthAreaandkeptahighbrandawareness;MB2ndSeptemberBENZC200KstandardtypelauncheswithpricereachingRMB348,0006thAugustFoshanBENZYouthTennisstarts14thJulynewgenerationMercedes-BENZCLScoupelaunches28thMayLeisurelifeforeigntestdriveMercedesBENZSLK3503rdand10thMay“BENZE“ShenzhenAppreciationTestDrive”7thAprilMercedes-BENZS600GuardPullmanissuance21stMarch“Turandot”performanceforhomemadenewBENZCLASSClaunchessuccessfully15thMarchhomemadenewBENZCLASSClaunching……….Lexus23rdAugust2008OlympicWorldTopEquestrianismExperienceDay1st-31stJulyLEXUSIS300[InterestFreePreferential]activity10thJune“EnjoyLeisure,EnjoyTravel”-LexusJiangnanAppreciationstarts25thApril2008LEXUSChinaEliteGolfFinished15thMarchDaxingLexus315CreditProclamation–ActivityofBuyingCarandSendingCar10thJanuaryLexusLX570launcheswithsalespricereachingRMB1.298million ……….目標(biāo)客戶分析Targetclientanalysis

奧迪A6L車主人生觀、生活觀、工作觀匯總SummaryofviewpointonlifeandworkforAudiA6Lcarowners

南區(qū)A6L目標(biāo)客戶多為企業(yè)主、政府和外資企業(yè)中高階主管；SouthAreaA6Ltargetclientsaremostlyenterprisesowners,administration,middleandseniorchargersofforeignenterprises;根據(jù)南區(qū)經(jīng)濟(jì)和地域環(huán)境的不同客戶的文化水平、生活習(xí)慣等方面也存在較大差異；There’sdifferencesfortheeconomicandgeographicenvironmentaswellasthecultureandlifehabitofclientsintheSouthArea;區(qū)域市場(chǎng)分析RegionalMarketAnalysis

消費(fèi)者：

區(qū)域環(huán)境復(fù)雜，客戶認(rèn)知度存在差異；Consumers:Complicatedareaenvironment,differentclient’scognizance;

受經(jīng)濟(jì)改革開放影響較大，具備創(chuàng)新、進(jìn)取精神，容易接受新事物；

Withhighinfluencefromeconomicopeningwithinnovativeandstrivingspirit,easyforacceptingnewthings;奧迪A6L區(qū)域市場(chǎng)分析AudiA6LRegionalMarketAnalysis品牌：Brand:

仍處于豪華車領(lǐng)先地位

Keepleadingstatusasdeluxecar

受傳統(tǒng)日系車觀念干擾InterferebythetraditionalJapanesecarconcept

市場(chǎng)競(jìng)爭(zhēng)激烈，受競(jìng)品影響較大，品牌關(guān)注度減弱Sharpcompetitivemarket,highInfluencefromcompetitiveproducts,weakbrandattention產(chǎn)品：Product:

缺乏新的產(chǎn)品競(jìng)爭(zhēng)力；

withoutnewproductcompetitiveforce;

缺乏新的銷售話題；

withnewsalestopic;A6LPA上市傳播策略A6LPAlaunchingpropagandastrategy區(qū)域上市推推廣目標(biāo)AreaLaunchingandPromotiontarget通過奧迪A6LPA的上市傳播播，持續(xù)提提升奧迪在在南部區(qū)的的品牌形象象；ThroughtheAudiA6LPAlaunchingpropaganda,constantlyimprovethebrandimageofAudiinSouthArea;通過不同層層面的傳播播方式，精精準(zhǔn)定位目目標(biāo)客戶，，增加潛在在客戶以及及提高區(qū)域域銷售；Throughdifferentlayer’sofpropaganda,precisepositioningtargetclient,developpotentialclientsandincreaseregionalsalesvolume;（區(qū)域支持持Supportbyarea）區(qū)域上市推推廣策略Arealaunchingandpromotionstrategy總部投放Headofficelaunching南區(qū)投放SouthArealaunching華南投放SouthChinalaunching中南投放CentralChinalaunching東南投放Southeastlaunching經(jīng)銷商投放放Distributorslaunching投放行程launchingtravel覆蓋范圍Coverage影響對(duì)象Objects全國Entirecountries南部各小區(qū)區(qū)SouthArea各重點(diǎn)省市市Keyprovincesandcities全國公眾、、媒體Nationalwidepublics,media區(qū)域客戶、、媒體Areaclient,media潛在客戶和和地方媒體體potentialclientandlocalmedia（總部支持持Supportbyheadoffice）（區(qū)域支持持Supportbyarea）區(qū)域上市推推廣總策略略——先總后分、、區(qū)域滲透透、全面覆覆蓋Arealaunchingandpromotiongeneralstrategy---generalthefirst,penetratingareas,completecoverage借勢(shì)總部活活動(dòng)的影響響力，結(jié)合合分區(qū)域上上市發(fā)布助助燃把新A6L上市信息全全方位覆蓋蓋南部區(qū)；；Withtheforceofheadofficeactivity,combiningthelaunchingindifferentareas,completelycovertheSouthAreawiththenewA6Llaunchinginformation;在華南重點(diǎn)點(diǎn)區(qū)域集中中投放，營營造最大媒媒體效應(yīng)和和提升銷售售；中南和東東南根據(jù)地地域特點(diǎn)做做針對(duì)性上上市活動(dòng)LaunchinSouthChinakeyareas,developmaxmediaeffectandincreasesalesvolume;holdtargetedlaunchingactivitiesinCentralChinaandSoutheastChinaaccordingtolocalcharacteristics通過區(qū)域終終端體驗(yàn)加深目標(biāo)客客戶的的認(rèn)認(rèn)知，提高高銷售；Deepentheknowledgeoftargetclientsthroughareaterminalexperience,increasesalesvolume;區(qū)域上市推推廣策略AreaLaunchingandPromotionstrategy分區(qū)域投放放、根據(jù)區(qū)區(qū)域特色生生動(dòng)塑造品品牌形象以以及詮釋產(chǎn)產(chǎn)品特性Launchindifferentareas,developthebrandimageandexplaintheproductfeaturesaccordingtothecharacteristicsofdifferentareas上市投放LaunchingA6LPA上市A6LPAlaunching配合總部全全面的媒介介攻勢(shì)進(jìn)行行區(qū)域分眾眾媒體投放放，進(jìn)一步步擴(kuò)大事件件影響力，，滲透目標(biāo)標(biāo)客戶Supportheadofficemediastrikeforlaunchingindifferentareas,powerfullyexpandtheeventforce,andattracttargetclient媒介組合Mediacombination配合投放主主題進(jìn)行終終端發(fā)布和和產(chǎn)品體驗(yàn)驗(yàn)，進(jìn)一步步發(fā)掘潛在在客戶Supportthelaunchingthemeforterminalissuanceandproductexperience,powerfullydeveloppotentialclient終端建設(shè)Terminalconstruction自上而下統(tǒng)統(tǒng)一上市視視覺主題，，整合區(qū)域域資源準(zhǔn)確確傳遞品牌牌以及產(chǎn)品品信息Applyconsolidatedlaunchingvisualtheme,integratearearesourcesandaccuratelypassthebrandandproductinformation廣告管理Advertisementmanagement奧迪A6LPA上市傳播主主畫面AudiA6LPAlaunchingpropagandamainmenuA6LPA投放活動(dòng)A6LPAlaunchingactivityA6LPA投放活動(dòng)策策略A6LPAlaunchingactivitystrategy活動(dòng)目標(biāo)：：將A6LPA的全新產(chǎn)品品特征和進(jìn)進(jìn)取精神傳傳遞給公眾眾和媒體Activitytarget::PassthebrandnewproductcharacteristicsandstrivingspiritofA6LPAtopublicsandmedia活動(dòng)策略：：深度挖掘掘“變，以馭馭萬變”的內(nèi)涵，結(jié)結(jié)合南區(qū)區(qū)區(qū)域特征，，通過設(shè)計(jì)計(jì)富有創(chuàng)意意的活動(dòng)細(xì)細(xì)節(jié)和內(nèi)容傳傳遞品牌和和產(chǎn)品的創(chuàng)創(chuàng)新精神。。Activitystrategy:powerfullyshowtheconnotationof“optimizingformeetingdifferentchanges”,combinetheSouthAreacharacteristics,designoriginalactivitydetailsandcontentstopasstheinnovativespiritofthebrandandproduct.投放地點(diǎn)：：深圳Shenzhen一個(gè)勇于求求變，敢于于嘗試的城城市，正是是這種創(chuàng)新新精神成就就了它成為為南區(qū)以至至是全國最最具經(jīng)濟(jì)活活力和投資資經(jīng)營優(yōu)勢(shì)勢(shì)的城市之之一；Abravelyinnovativecity,itistheinnovativespiritwhichpromotesitasoneofthecitieswithhighesteconomicactivityandinvestmentadvantagesinSouthAreaandevenentireChina;不斷創(chuàng)新、、進(jìn)取變革革也是深圳圳企業(yè)走在在國內(nèi)同行行業(yè)前端的的核心理念念，與奧迪迪A6LPA“變，以馭萬萬變”的傳傳播定位相相吻合；ConstantinnovationisalsothecorethoughtforShenzhenenterprisestokeepleadingathome,whichmeetsthepropagandapositioningofAudiA6LPA““optimizingformeetingdifferentchanges”;深圳在南區(qū)區(qū)銷售城市市中占有舉舉足輕重的的地位，市市場(chǎng)潛力巨巨大，在此此投放將直直接抗擊競(jìng)競(jìng)爭(zhēng)對(duì)手的的市場(chǎng)活動(dòng)動(dòng)；ShenzhenisimportantinSouthAreawithhighmarketpotential,itcandirectlyresistthecompetitor’smarketactivitytolaunchhere;產(chǎn)品層面Products南區(qū)企業(yè)的的變革精神神，體現(xiàn)奧奧迪A6L的商務(wù)定位位。InnovativespiritofenterprisesinSouthArea,showthebusinesspositioningofAudiA6L主題“變，，以馭萬變變”，更深深層次的是釋放一種種奧迪基因因的創(chuàng)新和和進(jìn)取。Thetheme“Change，todrivethechanges””,releasetheinnovationandstrivingofAudigene企業(yè)層面Enterprise精神層面Spirit充分感受奧奧迪A6LPA的34項(xiàng)改變。Completelyfeelthe34optimizationsofAudiA6LPA解決思路：：結(jié)合南區(qū)區(qū)特點(diǎn)，分分三個(gè)層面面完美詮釋釋Solutionthought:CombineSouthAreacharacteristics,perfectlyshowinthreelayersThetheme“Change，todrivethechanges””主題“變，，以馭萬變變”Change，todrivethechanges策略思路：：如何使傳播播主題“變變，以馭萬萬變”在南南區(qū)落地Strategythought:Howtohighlightthepropagandatheme““Change，todrivethechanges””inSouthArea晚宴Eveningbanquet發(fā)布會(huì)Issuanceconference新車揭幕Newcarunveiling“變·時(shí)代”廣東東大事件倒計(jì)計(jì)時(shí)“Change?Times”Guangdongeventcountingdown奧迪A6LPA“蛻變”亮相相AudiA6LPA““Change”launches“蛻變之美美”新功能服裝裝秀BeautyofChangeNewfunctionsfashionshow“因思而變變”名人訪訪談“ThinkingupMakesLookingup””famousgentriesinterview蝶變廣東－－奧迪成果果展ChangeofGuangdongAudiachievementsexhibition創(chuàng)意美食展展示“變”的內(nèi)內(nèi)涵Originalfoodsexhibitstheconnotationof“Change”“夢(mèng)幻之變變”表演節(jié)節(jié)目“DreamChange””performance活動(dòng)亮點(diǎn)規(guī)劃Activitybrightspotplanning緊扣傳播主主題“變，，以馭萬變變”，在活活動(dòng)中全方方位貫穿主主題。Followthepropagandatheme““Change，todrivethechanges””,completelyshowthethemeintheactivity.（產(chǎn)品層面面、企業(yè)層層面、精神神層面）（（Products、Enterprise、Spirit）－發(fā)布會(huì)即將將開始前，，大屏幕上上亮起約1分鐘的從10倒數(shù)至1的倒計(jì)時(shí)短短片。Beforethestartoflaunchingconference,thescreenplaysabout1-2minutesfilmtocountdownfrom10to1.－適適逢今年是是廣東改革革開放三十十年，所以以短片每倒倒數(shù)一下，，會(huì)出現(xiàn)廣廣東的一個(gè)個(gè)敢為人先先的重要變變化事件，，到最后倒倒數(shù)到1的時(shí)候，出出現(xiàn)奧迪A6LPA，上市儀式式正式開始始。2008isthe30thyearofGuangdongopening,countdownonce,oneimportantchangeplaysonthescreen,whencountingdownto1,AudiA6LPAlaunchingceremonyisformallystarted.亮點(diǎn)一：““變·時(shí)代”廣東東大事件倒計(jì)時(shí)Brightspot1:“Change?Times”Guangdongeventcountingdown舉例：ForExample:倒數(shù)到“10”時(shí)，出現(xiàn)78年廣東成為為全國最早早對(duì)外開放放的省份之之一。Whencountingdownto“10”,showthepicturethatGuangdongbecameoneoftheearliestopeningprovincesinChinain1978.倒數(shù)到“5”時(shí)，出現(xiàn)92年鄧小平南南巡深圳的的情景。Whencountingdownto“5””,showthepicturethatDengXiaoping’stourtoShenzhenin1992.倒數(shù)到“1”時(shí)，出現(xiàn)08年奧迪A6LPA正式上市，，喻意奧迪迪上市正引引領(lǐng)著一種種新的變化化和打開新新的格局。。如同不斷斷發(fā)展的廣廣東，奧迪迪A6也在不斷地地進(jìn)步和創(chuàng)創(chuàng)新。Whencountingdownto“1””,showthepicturethatAudiA6LPAformallylaunchesintothemarketin2008,andimpliesthatAudileadsthenewtimes－與線上上TVC的“蛻變篇篇”相呼應(yīng)應(yīng)，達(dá)到傳傳播上的整整合一致性性，以破繭繭而出從創(chuàng)創(chuàng)新概念讓讓奧迪A6LPA亮相，震撼撼全場(chǎng)。EchowiththeTVC“Change”,withintegratedandaccordantpropaganda,thuslaunchingAudiA6LPAlauncheswiththeinnovativeconcept.－嘉賓和和媒體來到到會(huì)場(chǎng)，舞舞臺(tái)配合現(xiàn)現(xiàn)場(chǎng)展具出出現(xiàn)一個(gè)巨巨大的繭的的圖案，制制造懸念猜猜測(cè)里面的的是什么Guestsandmediaenterthesite,andexhibitabigpictureofcocoononthestage,producethesuspenseandguesswhatisinside－發(fā)布儀儀式開始，，在期待中中，繭從中中間向兩邊邊打開，配配合絢麗的的燈光特效效，全新的的奧迪A6LPA新車閃亮登登場(chǎng)Startissuanceceremony,intheexpectation,thecocoonopenswiththesplendidlight,brandnewAudiA6LPAnewcarlaunches亮點(diǎn)二：奧迪A6LPA““蛻變”亮亮相Brightspot2:AudiA6LPA“Change”launches幾位嘉賓和和主持人圓圓桌輕松訪訪談，帶出“變，，以馭萬變變”的主題題精神。Severalguestsandthepresiderareeasilychattingalongtheroundtable,showthespiritof“optimizingformeetingdifferentchanges””嘉賓：Guests:訪談形式：：Interviewingmode1位奧運(yùn)冠軍軍＋2名企業(yè)家1Olympicchampion+2-3enterprisers亮點(diǎn)三：““因思而變變”名人訪談Brightspot3:“ThinkingupMakesLookingup””famousgentriesinterview變，以馭萬變Change，todrivethechanges招商銀行行行長馬蔚華華談其品牌牌理念“因因您而變””，如何從從一間區(qū)域域性銀行發(fā)發(fā)展成市值值800多億美元的的全國性銀銀行。PresidentofChinaMerchantsBankMaWeihuatalksaboutthebrandthought“Changeforyou”,andhowtodevelopfromtheregionalbankintothenationalwidebankwiththevalueexceedingUSD80billion.騰訊董事長長馬化騰講講述10年來在變化化萬千的互互聯(lián)網(wǎng)世界界，如何通通過自身變變革和創(chuàng)新新，來保持持高速的增增長。ChairmanofTencentMaHuatengtalkshowtokeepfastincreasethroughinnovationinthechangingInternetworkfor10years.奧運(yùn)冠軍馬馬琳親述在在奧運(yùn)總決決賽中，如如何通過不不斷變化的的球路抑制制對(duì)手，最最終取得這這一枚寶貴貴的乒乓球球男單金牌牌。OlympicchampionMaLintalkshowtoinhibitthecompetitorthroughchangedballrouteintheOlympicFinal,andthenwintheprecioustabletennisgoldmedal.傳統(tǒng)做法：：只有聲沒沒有形，平平面化，沉沉悶Traditionalmethod:there’sonlysoundwithoutshape,focusonnewspaperandmagazine,whichisboring創(chuàng)新做法：：把變的DNA更形象化展展示出來Innovativemethod:exhibitthechangedDNAvisually產(chǎn)品技術(shù)講講解是發(fā)不不會(huì)必不可可少可一環(huán)環(huán)，常規(guī)的的做法是以以產(chǎn)品圖為為背景，技技術(shù)人員逐逐項(xiàng)講解，，效果平面面化，氣氛氛較為沉悶悶，難以吸吸引嘉賓和和媒體的注注意力。Producttechnicalexplanationisthenecessarycontent,conventionalmethodistotaketheproductpictureasbackground,technicalstaffsexplainitembyitem,andtheatmosphereisboring,whichisdifficulttoattractguestsandmedia.既然這次活活動(dòng)以“變變”為主題題，所以在在這一重要要環(huán)節(jié)也嘗嘗試加入一一些變化的的元素Sincetheactivityhasthethemeof““Change”,inthisimportantstep,wetrytoaddsomenewelements在技術(shù)講解解的基礎(chǔ)上上，加入模模特走秀衣衣服的獨(dú)特特造型來演演繹奧迪A6LPA新的外觀和和內(nèi)飾的變變化元素，，形象化。。Onthebasisoftechnicalexplanation,highlighttheelementsofnewappearanceandinteriordecorationofAudiA6LPAthroughfashionshow亮點(diǎn)四：““蛻變之美美”新功能能服裝秀Brightspot4:“BeautyofChange””newfunctionsfashionshow第一部分：：奧迪歷史史服裝秀Part1:Audihistoryfashionshow第二部分：：奧迪A6LPA變化元素服服裝秀Part2:AudiA6LPAelementsfashionshow以奧迪歷史史上具里程程碑意義的的車型做成服服裝展現(xiàn)。。FashionshowwiththetypeofAudicars衣服是兩層層的，模特特走出來時(shí)時(shí)觀眾看到到的一層是是舊奧迪A6L的元素，通通過翻開或或折疊等多多種形式可可展現(xiàn)新奧奧迪A6LPA改變的新元元素。如新新的A6LPA的頭燈圖案案，又如A6LPA使用了新的的真皮Milano，可用這種種皮革制成成模特的配配飾腰帶。。Thefashionhas2layers,theaudiencesseethefirstlayerwhichistheoldAudiA6Lelements,andthenthenewAudiA6LPAelementsafterreversingandfolding.SuchasnewA6LPAheadlightpattern,A6LPAnewleatherMilano,makethewaistbandofmodelwiththiskindofleather.亮點(diǎn)四：““蛻變之美美”新功能能服裝秀Brightspot4:“BeautyofChange””newfunctionsfashionshow－舞臺(tái)后方設(shè)設(shè)展示區(qū)，，供嘉賓和和媒體參觀觀，里面擺擺放了蝶形形展板，一一邊是廣東東變化的偉偉績圖，一一邊是奧迪迪在中國的的變化及取取得豪華車車保有量第第一、A6LPA新功能的展展示。Aftertheissuanceconference,setexhibitionareabehindthestateforguestsandmedia,exhibitbutterfly-shapedexhibitionboard,onesideofitistheachievementsdrawingofGuangdong,andtheothersideofitshowsthechangeofAudiinChinaandfirstrankofAudi,exhibitthenewfunctionsofA6LPA.－蝶蝶形形展覽，與與最初開始始的破繭而而出相呼應(yīng)應(yīng)，喻意新新車奧迪A6LPA會(huì)取得好的的銷售成績績。Butterfly-shapedexhibition,echoesthecocoonbreaking,andimpliestheexcellentsalesachievementofnewcarAudiA6LPA.亮點(diǎn)五：蝶變廣東－－奧迪成果果展Brightspot5:ButterflyChangeGuangdong-AudiAchievementsExhibition結(jié)合本次活活動(dòng)的主題題“變，以以馭萬變””，從而創(chuàng)創(chuàng)新變化出出形、色、、味俱備的的且與主題題吻合的創(chuàng)創(chuàng)意菜式。。Combinethethemeoftheactivity“optimizingformeetingdifferentchanges””,providedisheswithexcellentappearance,colorandtastewhichmeetthetheme.參考：Reference:－菠菜汁而成成的奧迪四環(huán)環(huán)logoAudilogomadeofspinachjuice－魭魚片砌成成的蝴蝶圖案案Butterflypatternslicedsalmon－A6LPA汽車型的甜品品蛋糕DesertcakewithA6LPAcarshape在每一處細(xì)節(jié)節(jié)充分讓嘉賓賓及媒體感受受到我們這次次活動(dòng)的主題題，在意想不不到的地方給給他們帶來驚驚喜。Letguestsandmediatofeelthethemeoftheactivityfromeverydetail,providepleasantsurprisestothematunexpectedplaces.充分體現(xiàn)奧迪迪活動(dòng)的細(xì)致致周到、變化化創(chuàng)新和專業(yè)業(yè)。Letguestsandmediatofeelthethemeoftheactivityfromeverydetail,providepleasantsurprisestothematunexpectedplaces.亮點(diǎn)六：創(chuàng)意美食展示“變變”的內(nèi)涵Brightspot6:originalityfoodsexhibitstheconnotationof““Change”魔術(shù)表演《變》Magicianperformance““Change”節(jié)目構(gòu)思Programs：體現(xiàn)“變”的主題Show““Change”theme＋體現(xiàn)南區(qū)區(qū)域域特色ShowSouthAreacharacteristics內(nèi)容建議：contentssuggestions:亮點(diǎn)七：“夢(mèng)夢(mèng)幻之變”晚會(huì)節(jié)目Brightspot7:““DreamChange”Party“蝶舞”“ButterflyDance”手影藝術(shù)HandShadows這里原是一片片藍(lán)色鹽田伴隨30年的開發(fā)變革革一塊偏僻的山山地成為一個(gè)個(gè)嶄新的海濱濱城區(qū)立足港口優(yōu)勢(shì)勢(shì)、發(fā)展現(xiàn)代代旅游業(yè)保護(hù)生態(tài)環(huán)境境大膽突破和創(chuàng)創(chuàng)新精心繪出嶄新新發(fā)展藍(lán)圖形成現(xiàn)在““飄動(dòng)”的大大梅沙HerewasabluesaltfieldChangealong30yearsofopeninganddevelopmentThedeviousmountainousareahasdevelopedintothenewcoastalareaSetfootwithportadvantages,developmoderntourismPromoteecologicalenvironmentBravelybreakandinnovatePreciselydrawtheblueprintofnewdevelopmentFormthe“flying”Dameishacurrently活動(dòng)場(chǎng)地推薦薦Recommendationonactivitysite深圳大梅沙ShenzhenDameisha一個(gè)詮釋變化化、演繹變化化的地方……Theplacewhichexplainschangeanddeduceschange………活動(dòng)酒店：大大梅沙京基喜喜來登酒店Hotel:SheratonDameishaResortHotel位于久負(fù)盛名名的深圳大梅梅沙海濱，整整個(gè)酒店座落落在銀色的海海灘上，宛如如一條矯健的的東方巨龍，，翹首于南中國國海之濱。所有房間都都面向大海，，讓來賓縱攬無無余大鵬灣那那無可比擬的的海天一色美美景。LocatedatthefamousDameishacoastinShenzhen,theentirehotelisonthesilverbeachandlookslikethedragonattheshoreofSouthChinaSea.Allroomsarefacingthesea,andguestsmaythoroughlyenjoythebeautifulsceneryofDapengBay.新落成五星級(jí)級(jí)酒店配有完善的硬硬件設(shè)施，活活動(dòng)投放儀式式用宴會(huì)廳內(nèi)內(nèi)可以方便入入車，省去戶戶外大規(guī)模場(chǎng)場(chǎng)地搭建。Asthenewlybuilt5-starhotel,ithascompletefacilities,activitylaunchingceremonyandbanquethallisconvenientforpackingwithoutthetroubleofconstructingoutdoorsite.酒店臨近本次次活動(dòng)道路試試駕路線，便便于活動(dòng)有序序開展。Hotelisneartheroadtestdriveandisconvenientforpromotingtheactivity.活動(dòng)場(chǎng)地建議議Suggestiononactivitysite海景大床房Seascapebigbedroom戶外游泳池＋＋私家海灘Outdoorswimmingpool+privatebeach會(huì)議室Conferenceroom酒店距離深圳圳寶安國際機(jī)機(jī)場(chǎng)約60分鐘車程，僅僅半小時(shí)即可可到達(dá)與香港港相鄰的羅湖湖口岸，以及及深圳的商務(wù)務(wù)和商業(yè)中心心。Hotelisabout60minutes’’drivetoShenzhenBao’anInternationalAirport,andonly30minutesdrivetoLuohuPortwhichneighborsHongKong,businessandcommerceenterinShenzhen.盛宴自助西餐餐廳Banquetbuffetwesternrestaurant大堂吧Lobbybar室內(nèi)游泳池Interiorswimmingpool試駕場(chǎng)地建議議Suggestionsontestdriveroute喜來登酒店SheratonHotel10KM道路試駕：體體驗(yàn)濱海環(huán)線線變革新貌Roadtestdrive:experiencethenewappearanceofcoastalcircularline一條路線同時(shí)時(shí)安排有高速公路+曲折山路，帶帶來全程2H的全新體驗(yàn)。。Arrangeexpressway+curvedmountainousroadforoneroute,providethebrandnewexperiencefor2Hduringtheentirecourse.感受動(dòng)力（大大梅沙—南澳鎮(zhèn)）：精精選一條臨近海濱、風(fēng)風(fēng)景優(yōu)美的道道路，讓嘉賓盡情情體驗(yàn)奧迪非凡動(dòng)力的的同時(shí)，又能能欣賞到深圳圳東部的新風(fēng)風(fēng)貌。Feelpower(Dameisha-Nan’aoTown):selectonecoastalandbeautifulroadforgueststothoroughlyfeeltheoutstandingpowerofAudiandenjoythenewappearanceofeastShenzhen.體驗(yàn)操控性（（南澳鎮(zhèn)）：：安排一段較較為曲折的山山路給嘉賓分分段體驗(yàn),讓嘉賓體驗(yàn)新車車型的操控性性與舒適性。Experiencemaneuverability(Nan’aoTown):Arrangethecurvedmountainousroadforgueststoexperiencetheoutstandingmaneuverabilityandcomfortablenessofnewcar.鹽壩高速（14KM）YanbaExpressway(14KM)9KM西涌Xichong山邊公路9KMShanbianRoad9KM10KM水口海鮮市場(chǎng)ShuikouSeaFoodsmarket葵涌收費(fèi)站KuichongTollGate游艇會(huì)YachtClub南澳鎮(zhèn)Nan’aoTown嘉賓邀請(qǐng)Guests重要嘉賓Importantguests經(jīng)銷商邀請(qǐng)嘉嘉賓Guestsinvitedbydistributors媒體構(gòu)成Mediastructure銀行機(jī)構(gòu)：Bank:朝陽產(chǎn)業(yè)：Sunriseindustry:政府組織：亞亞組委、潮商商會(huì)等；Administrations:AsiaGamesOrganizationCommittee,ChaozhouMerchantsCommittee;廣東地區(qū)13家經(jīng)銷忠誠客客戶關(guān)系維護(hù)護(hù)1名；Guangdongarea13distributors’’faithfulclientsrelationmaintenance1;廣東地區(qū)13家潛在客戶2名；Guangdongarea13distributors’’potentialclient2;廣東地區(qū)13家經(jīng)銷市場(chǎng)/銷售總監(jiān)陪同同1名；Guangdongarea13distributors’’market/salessupervisoraccompany1;嘉賓接待Guestsreception參與嘉賓航班班安排Arrangetheflightforguests提前跟蹤落實(shí)實(shí)嘉賓航班信信息及到達(dá)時(shí)時(shí)間，媒體及VIP嘉賓（第一波波次）往返機(jī)機(jī)票由會(huì)務(wù)組組預(yù)定，廣東經(jīng)銷商邀邀請(qǐng)嘉賓（第第二波次）往往返機(jī)票由經(jīng)經(jīng)銷商負(fù)責(zé)；；Follow-upandassuretheflightinformationandarrivaltimeofguests,Theround-tripticketforthemediaandVIPguests(first)arereservedbytheorganizationteam,GuangdongdistributorsInviteguests(second)round-tripticketisundertakenbydistributors;當(dāng)?shù)亟铀?簽到入住Localmeeting/registrationandcheck-in到達(dá)深圳機(jī)場(chǎng)場(chǎng)后，安排專專人負(fù)責(zé)媒體體及VIP嘉賓接機(jī)工作作，保證嘉賓賓能順利到達(dá)活動(dòng)酒店店；重要嘉賓將安安排奧迪專車車接送；經(jīng)銷商邀請(qǐng)的的嘉賓自行負(fù)負(fù)責(zé)機(jī)場(chǎng)的嘉嘉賓接送；AfterarrivingShenzhenAirport,arrangededicatedstaffsforreceivingmediaandVIPguests,assurethegueststosmoothlyarrivetheactivityhotel;ArrangeAudicarstomeetandsendimportantguests;Guestwhoareinvitedbythedistributorsshallbeservedbythedistributorsfromtheairporttothehotel時(shí)點(diǎn)Time第一日1stDay12:00-16:30來賓機(jī)場(chǎng)接待待/簽到入住Meetguestsinairport/registrationandcheck-in新車亮相發(fā)布布儀式Newcarlaunchingceremony:道路試駕環(huán)節(jié)節(jié)Roadtestdrive產(chǎn)品技術(shù)講解解Producttechnicalexplanation來賓返程、送送機(jī)服務(wù)Guestsreturn,sendingservice輕松午宴Luncheon17:00-18:0018:00-20:0009:00-09:3014:00以后After14:0020:00后After20:0009:30-11:3012:00-13:30第二日2ndDay活動(dòng)流程Activityprocedures奧迪A6LPA鑒賞晚宴AudiA6LPAappreciationeveningbanquet嘉賓自由活動(dòng)動(dòng)Guestsfreeactivity來賓自行到店店/簽到入住Guestsarrivestore/registrationandcheck-in新車靜態(tài)展示示環(huán)節(jié)Newcarstaticexhibition道路試駕環(huán)節(jié)節(jié)Roadtestdrive產(chǎn)品技術(shù)講解解Producttechnicalexplanation來賓自行返程程Guestsreturnsfreely輕松午宴Luncheon奧迪A6LPA鑒賞晚宴AudiA6LPAappreciationeveningbanquet嘉賓自由活動(dòng)動(dòng)Guestsfreeactivity媒體＋VIP客戶專場(chǎng)16日-17日Media+VIPclientspecialperformance16-17經(jīng)銷商客戶專專場(chǎng)17日-18日Distributorsclientspecialperformance17-18活動(dòng)流程Activityprocedures新車亮相發(fā)布布儀式：Newcarlaunchingceremony:媒體＋VIP專場(chǎng)Media+VIPspecialperformance時(shí)間Time

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區(qū)域Area

0'-15’來賓到達(dá)Guestsarrival歡迎區(qū)Greetingarea15'-20'來賓落座Gueststakeseats投放區(qū)Launchingarea20'-23'新車揭幕-倒計(jì)時(shí)Newcarunveiling–countdown投放區(qū)Launchingarea23'-28'新車發(fā)布-蛻變亮相Newcarissuance–Changelaunches投放區(qū)Launchingarea28'-30'投放宣傳片-成功Launchingpropagandafilm–successful投放區(qū)Launchingarea31'-35'一汽-大眾領(lǐng)導(dǎo)講話SpeechofFAW-Volkswagenofficer投放區(qū)Launchingarea35'-40'Audi領(lǐng)導(dǎo)講話SpeechofAudiofficer投放區(qū)Launchingarea41'-42'價(jià)格宣布Declareprice投放區(qū)Launchingarea42'-45'PA載奧運(yùn)冠軍駛?cè)?，冠軍訪談PAlauncheswithOlympicchampion,championinterview投放區(qū)Launchingarea45'-50'商界名人訪談Famousbusinessgentriesinterview投放區(qū)Launchingarea50'-60'產(chǎn)品專家就產(chǎn)品講解技術(shù)亮點(diǎn)，溝通新車技術(shù)變化Productexpertsintroducesthetechnicalbrightspot,showthetechnicaloptimization投放區(qū)Launchingarea60'-61'主持人邀請(qǐng)客人進(jìn)入展示區(qū)Presiderinvitesgueststoentertheexhibitionarea展示區(qū)Exhibitionarea61'-80'客人自由鑒賞新車Guestsappreciatenewcar展示區(qū)Exhibitionarea81'-180'晚宴及伴宴表演Eveningbanquetandperformance晚宴區(qū)Eveningbanquetarea活動(dòng)投放區(qū)：：Activitylaunchingarea:活動(dòng)現(xiàn)場(chǎng)布置置Activitysitelayout戶外展示：Outdoorlaunching:西式自助酒會(huì)會(huì)晚宴布置現(xiàn)場(chǎng)場(chǎng)充分考慮媒媒體及消費(fèi)群群體的交流意意愿；營造輕松的交交流氛圍十分分重要，所以以采用自助酒會(huì)會(huì)形式加強(qiáng)媒媒體關(guān)系及VIP客戶感情聯(lián)誼誼。場(chǎng)地布置一個(gè)個(gè)環(huán)境相對(duì)獨(dú)獨(dú)立且有特色色的區(qū)域，整整體調(diào)性彰顯顯奧迪一貫的的尊貴、大氣氣。WesternbuffetpartyEveningbanquetsiteisplannedwiththeconsiderationofcommunicationsofmediaandconsumers;Itisimportanttodevelopaleisuredatmosphere,therefore,wearesuggestingtoapplybuffetpartyforstrengtheningtherelationofmediaandVIPclients.Siteisplannedwitharelativelyindependentandcharacteristicenvironment,andthegeneraltoneshowsthenobleandgrandstyleofAudi活動(dòng)晚宴布置置Activityeveningbanquetlayout建議方向一：：室內(nèi)形式Suggesteddirection1:interiortype創(chuàng)意晚宴餐單單建議SuggestionsonoriginalityeveningbanquetmenuAppet……IZE香煎鵝肝配焦焦糖梨,扒澳帶Friedgooseliverwithcokepear,braisedAustraliascallopLadl……IZE蝴蝶型魭魚魚片、蛤唎,咖哩玉米巧巧達(dá)湯Butterfly-shapedslicedSalmon,clam,currycornsoupMemor…IZE烤銀雪魚配配高湯燴娃娃娃菜,奧迪LOGO型香菜黃油汁汁Bakedsilverfishandboiledcabbage,AudiLOGO-shapedcilantroinbutter咖啡風(fēng)味澳澳洲羊里脊脊配濃燴土土豆Coffee,flavoredAustraliamuttonandbraisedpotatoFinal…IZEA6LPA造型巧克力三重重奏A6LPA-shapedchocolate咖啡或茶CoffeeorTea活動(dòng)晚宴安安排Activityeveningbanquetarrangement池畔BBQ（戶外）晚宴布置充充分展現(xiàn)海海濱風(fēng)情、、薈萃東南南亞美食；；伴著習(xí)習(xí)晚晚風(fēng)、海上上明月、湖湖畔木排現(xiàn)現(xiàn)場(chǎng)燒烤，，為經(jīng)銷商商邀請(qǐng)的嘉嘉賓群體提提供一個(gè)輕輕松的交流流平臺(tái)；相對(duì)獨(dú)立的的區(qū)域，整整體調(diào)性凸凸現(xiàn)奧迪的的時(shí)尚進(jìn)取取、細(xì)節(jié)周周到。BBQ(Outdoor)EveningbanquetlayoutshallthoroughlyshowthecoastalattractionwithSoutheastAsianfoods;Enjoythebreeze,brightmoon,enjoyBBQonthewoodenraft,providealuxuriousplatformforguests;Relativelyindependentarea,generaltoneshowsthefashionable,strivingandconsideratespiritofAudi建議方向二二：室外形形式Suggesteddirection1:outdoor動(dòng)態(tài)試駕：Dynamictestdrive:嘉賓人數(shù)：：52人/場(chǎng)，分成2個(gè)車隊(duì)進(jìn)行行中；Guests:52guests/eachtime,2teams;每臺(tái)試駕車車安排4名嘉賓進(jìn)行行試乘試駕駕；Evertestdrivecarhas4guestsfortestdrive;路線上安排排3個(gè)安全位置置作為嘉賓賓的換乘點(diǎn)點(diǎn)，保證每每位嘉賓能能體驗(yàn)30分鐘左右；；Arrange3safeplacesontheroadfortransferringpoints,assureeachguesttoexperienceabout30min;9KM喜來登酒店SheratonHotel

鹽壩高速（14KM）YanbaExpressway(14KM)

西涌Xichong

山邊公路9KM