天津捷丰Q7环保科考行动

5
2013-7-20
目的阐述
Objective
2.直接提升奥迪Q7及相关车型的销量
与厂家营销方向互补：近期厂家在天津地区对A8L的宣传力度较大，而对奥迪Q7的宣传投入较少， 捷丰今年的STD为296台，较去年161台增长了84%，而且均在下半年集中到货，所以面临一定的资 金和市场的压力。所以，捷丰奥迪此次策划针对奥迪Q7的大型活动，与厂家的营销方向行成良性的 互补，能对奥迪品牌全线产品产生积极影响，从而能延续奥迪品牌在终端市场上的强大生命力，进 而增加Q7，甚至奥迪全线产品的销量。 首次尝试使用微博营销提升销量：本次活动在线上线下同时进行，线上除了选用传统的媒体和网 络营销外，还特别选用了新浪微博这一全新的传播方式，利用“加注”和“转发”均可获得到店兑 现的奖励和购车优惠券的方式来刺激本次活动的迅速和大量传播，同时利用名人微博委托转发的方 式来共同实现迅速和大量传播本次活动的目的，最终达到提升集客量，促进销量的目的。
3
2013-7-20
目的阐述
Objective
1.通过环保科考的独特主题来提升双品牌在天津的影响力
奥迪品牌影响力的提升：本次活动定位是关注公益事业、关注环保的科学考察，独特的主题选择能充 分体现出奥迪和天津捷丰对社会的责任感和对如何保护好人类生存环境的探索精神。同时，本次活动经 销商投入大、活动路线独特、持续周期长、选用车型高端、媒体报道力度大，必将在天津地区产生广泛 的关注和影响，必将对奥迪品牌在天津地区的影响力产生巨大的提升。 天津捷丰品牌影响力的提升： 2011年天津地区的经销商已经达到了4家，未来几年内还会发展更多， 同时奔驰、宝马的经销商数量也在迅速增长，做为天津地区奥迪的首家经销商，捷丰公司已经感觉到了 前所未有的压力，为了与竟品和同品竞争，捷丰公司必须加大市场宣传的力度以保证现有的市场份额和 业绩，并营造出自身独特的品牌价值。
The promotion effect to Jie Feng Tianjin: There have been 4 dealerships in Tianjin since 2011, and there are still going to be more in the years to come. At the same time, the number of the dealerships of Benz and BMW are also growing rapidly. As the first Audi dealership in Tianjin, Jie Feng is confronting with much pressure now. In order to be more competitive and to guarantee the market share, Jie Feng must intensify market promotion activities and to create our unique brand value.
7
2013-7-20
目的阐述
Objective
3.探索一种全新的营销模式
针对第三届营销大赛提出的存在“经销商市场活动趋于同质，普遍缺少创新，营销思路不够开阔“的状 况，捷丰奥迪希望通过此次跨境科考行动，积极探索出一类新的营销模式，本次活动所形成的特色营销 模式如下：
关注环保的科考行动：作为一个汽车品牌和一个品牌经销商能够愿意投入大量的精力和财力来 关注社会问题、关注人类生存环境问题而组织这次大型的科考活动，充分体现了奥迪品牌及其经 销商对社会的责任感和探索精神，这是以往奥迪经销商营销活动中所没有的独特定位。 跨境:此次活动路线区别于其他经销商以往的任何一次活动策划，车队跨越边境，操作难度大， 到达一直蒙着神秘面纱的蒙古国，此路线以“神秘”取胜，独具特色，从而引起广泛的社会关注 度，达到增加双品牌在天津地区影响力的目的。 活动持续时间长 ：此次活动线上15天，线下20天，在境内与境外线上与线下同时进行推广与 宣传活动，通过中科院科学家的参与，各大媒体的持续报道与全程跟进，达到增加潜在客户对品 牌反复、持续关注的目的，进而达到传统营销模式难以企及的效果。 路线独特、路况丰富：在4872公里的跨境之旅中，会有沙漠、戈壁、草原和森林等非常复杂的 路况，其挑战程度远远超出一般策划中活动路线，更能充分展示和体验Q7卓越的车辆性能。(这 条路线我集团已成功运作过2次，积累了大量的经验后才应用到奥迪车型，同时得到蒙古政府和 中国大使馆的全力支持)
8 2013-7-20
目的阐述
Objective
3.Explore a new marketing mode
Jie Feng Audi wants to explore a new marketing mode through this cross-border activity. this event features formed marketing model is as follows: Grade environmentally conscious action: a car brand and a brand dealer willing to invest a lot of energy and financial resources to pay attention to social issues, concerns the problem of human living environment for organizing this large-scale scientific expedition, the very action will fully embodied the Audi brand Social responsibility and its spirits, Cross-border: The event route is different from other dealers at an event in any previous plan, the team will cross the border and to witness the mystery of Mongolia, it is quiet "magic " and unique, and thus Widespread social concern and achieve the increase in dual-brand influence in Tianjin purposes. Activity continued for a long time: the online part goes on for 15 days, the offline for 20 days, in the domestic and overseas both online and offline promotional and publicity activities through the involvement of CAS scientists, the major media coverage and continued throughout the follow-up , To increase the potential customers of the brand again, the purpose of continuing concern, and then reach beyond the reach of traditional marketing model results. Unique routes: the 4872 km cross-border trip, there will be deserts, grassland and forest roads, which is very complicated, far beyond the extent of its challenge to the general planning of the routes, in this way, this activity will fully demonstrate the Q7 outstanding vehicle performance. (This route has been successfully operated by our group twice, we accumulated a lot of experience, while the Government of Mongolia and China Embassy will fully support.
探索昔日帝国 驾驭今日科技 —— 捷丰奥迪Q7跨境环保科考行动 市场部 刘洋 2011-06-16
方案目录
Table of Contents
目的阐述
媒体宣传
Media
活动费用
Activity costs
2
2013-7-20
目的阐述
Objective
6
2013-7-20
目的阐述
Objective
2.Directly promote the sales of Audi Q7
Complementary with the manufacturers marketing direction: recently, the factory in the Tianjin area are more willing to propaganda for A8L, whereas the propaganda for Audi Q7 are less, Jie Feng have to sell 296 STD this year compared to 161 units last year, with an increase of 84%, all of these cars will arrival in the later half of this year, facing financial and market pressure, Jie Feng Audi Q7 for the planning of large events, and it is a complementary activity which can have a positive impact, thus sustained in the Audi brand’s great vitality in the terminal market, and then Increase Q7, Audi and even sales of all the products. This is the first attempt to use micro blogging marketing to increase sales: this event has two parts: online part and offline part. In addition to the traditional network marketing, we selected micro blogging, a new mode of transmission, by some simple network operation by the network user and sending car coupons way to stimulate this event, the activity will spread quickly and ultimately to enhance the set of potential customers and will promote sales.