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特殊限购城市的置换支持活动特殊限购城市的置换支持活动Replacement support activity for special purchasing restraint cities GAAC.2012.08.21活动目的活动目的 Activity Purpose 乘借二手车置换不受限购的东风，加强奥迪二手车业务宣传推广，吸引有意换车的客户选择奥迪二手车业务 With the advantage that second-hand car replacement is not restrained by the car purchasing restraint policy,strengthen the propaganda and promotion of Audi second-hand car business,attract intent client to select Audi second-hand car business 让更多的客户了解二手车置换的好处，了解奥迪二手车置换业务的优势，对奥迪二手车业务产生好感 Promote more clients to realize the advantages of second-hand car replacement and Audi second-hand car replacement business,and arouse their favor to Audi second-hand car business 提升奥迪二手车置换业务，促进经销商潜在集客置换转化，以置换的方式换购奥迪新车型 Increase the Audi second-hand car replacement business,promote dealers to transfer potential clients to purchase Audi new cars through replacement.奥迪品荐二手车广州限购乐换专场奥迪品荐二手车广州限购乐换专场Audi appreciation second-hand car Guangzhou car purchasing restraint happy replacement special 打造一场类似派对形式的活动，格调轻松愉快，嘉宾参加活动恍如参加派对一样，在轻松的环境中接受奥迪品荐二手车的信息渗透。Develop the party mode activity with happy nature,make guests feel like in the party to attend the activity,and accept the Audi appreciation second-hand car in the comfortable environment.活动策略活动策略 Activity strategy 让充满愉悦的事情做得更加的欢乐让充满愉悦的事情做得更加的欢乐Do the pleasant thing happier 一场欢乐的置换派对一场欢乐的置换派对A happy replacement party 活动策略活动策略 Activity strategy 欢乐欢乐置换派对置换派对Happiness Replacement party Party的氛围的氛围Party atmosphere 参照Party的形式布置现场，营造气氛，让嘉宾进入现场在视觉上既感受到浓烈的Party氛围。Set the site according to the Party,create the atmosphere,promote guests to feel intensive Party atmosphere on site.设置一些具有Party氛围的节目，活跃现场气氛并引起嘉宾互动，让嘉宾全身投入活动，在轻松愉悦的氛围中体验奥迪品荐二手车Set Party atmosphere programs to activate the site atmosphere and arouse interaction with guests,promote guests to experience Audi appreciation second-hand car in the happy and comfortable atmosphere花式调酒表演 Flair drink performance 魔术表演 Magician performance 情景小品 Scene opusculum 情景布置Scene setting 会场编排Site arranging 音乐 Music Party的节目的节目Party programs 活动策略活动策略 Activity strategy 花式调酒表演Flair drink performance魔术表演Magician performance 情景小品Scene opusculum目录目录 Contents 活动背景活动背景 Activity Background 活动目的活动目的 Activity Purpose 活动策略活动策略 Activity strategy 活动亮点活动亮点 Activity highlights 整体概况整体概况 General Overview 主要环节说明主要环节说明 Introduction on major procedures 费用预算费用预算 Project budget 用小品的形式介绍奥迪品荐二手车业务、解读限购政策、介绍限购政策出台后二手车置换案例。以生动有趣的形式提升活动可观性，加强嘉宾对信息的接收能力。Introduce the Audi appreciation 情景小品情景小品 Site arranging 活动亮点活动亮点 Activity highlights（两个小品，此部分请经销商安排人员表演）（两个小品，此部分请经销商安排人员表演）小品一：小品一：解读限购政策、介绍限购政策出台后二手车置换案例Opusculum I:explain the car purchasing restraint policy,introduce the second-hand car replacement case under the car purchasing restraint policy2人表演，一个扮演销售人员，一个扮演客户 2-person performance,one acts as sales,and then other acts as client 内容：内容：Content:限购政策细则 Detailed rules and regulations on car purchasing restraint policy 限购政策出台后的二手车置换业务 Second-hand car replacement business 为什么选择二手车置换 Why select second-hand car replacement under the car purchasing restraint policy 为什么选择奥迪二手车业务 Why select Audi second-hand car business 二手车置换与新购车手续对比（突出置换手续简单）Comparison on procedures of second-hand car replacement and new car(highlight simple procedures of replacement)二手车置换与新购车时间对比（突出置换时间短）Comparison on procedures of second-hand car replacement and new car(Highlight short time for replacement)小品二：小品二：介绍奥迪品荐二手车业务Opusculum II:Introduces Audi appreciate second hand car business2人表演，一个扮演销售人员，一个扮演客户 2-person performance,one acts as sales,and then other acts as client 内容：内容：Content:业务特点 Business features 业务优势 Business advantages 业务流程 Business flow 情景静态展示情景静态展示 Scene still show 模拟二手车置换情景的静态分镜展示，以人物剪影多个场景的形式逐一展示二手车置换业务优势，此外，人物的对话框以诙谐幽默的文字诠释业务，增加乐趣和可读性。Imitate second-hand car replacement scene still show,show the advantages of second-hand car replacement business with figure and scene.Additionally,the dialogue box of figure may introduce the business with humorous text for increasing the pleasure.活动亮点活动亮点 Activity highlights 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1 Scene 1情景2 Scene 2情景3 Scene 3情景4 Scene 4签到入口Registration entrance 出口 Exit 嘉宾活动前可收集奥迪的纸媒广告，签到时可换取礼品一份；（每站（每站30份，现场换完即止）份，现场换完即止）（此部分请经销商在前期传播及邀约客户时告知信息）（此部分请经销商在前期传播及邀约客户时告知信息）活动亮点活动亮点 Activity highlights 小置换大乐趣小置换大乐趣 Small replacement,great pleasure 客户收集的奥迪纸介质广告Audi paper media advertisement collected by guests 现在可置换礼品现在可置换礼品Get gift now 置换的礼品-奥迪8GU盘Gift 目录目录 Contents 活动背景活动背景 Activity Background 活动目的活动目的 Activity Purpose 活动策略活动策略 Activity strategy 活动亮点活动亮点 Activity highlights 整体概况整体概况 General Overview 主要环节说明主要环节说明 Introduction on major procedures 费用预算费用预算 Project budget 整体概况整体概况 General Overview 活动规划：活动规划：广东中奥 11月10日 广州锦龙 12月1日广东君奥 11月24日广东粤奥 12月8日 活动主题：何惧限购活动主题：何惧限购 置换无忧置换无忧 奥迪品荐二手车广州限购乐换专场人员构成：共人员构成：共100人人 二手车意向置换客户二手车意向置换客户 80人人（经销商邀请）（经销商邀请）媒体 10人 Media 10 persons VIP 10人 VIP 10 persons活动形式：活动形式：二手车置换、新车试驾、奥迪二手车业务讲解、限购政策之二手车置换、交车仪式、二手车拍卖等活动后活动后7天天7 days after the activity活动当天活动当天Activity day 活动前活动前1天天1 day before the activity活动前活动前集客筛选集客筛选 客户邀约客户邀约Guest collection selectionCustomers invitation 参加活动提醒参加活动提醒Prompt on attending the activity 展厅活动展厅活动Showroom activity 后续跟进后续跟进Track service in the future 经销商店头及电话短信形式告知客户活动信息，邀约参加根据集客名单筛选潜力客户，并邀约其参加活动提醒客户准时参加活动Prompt the clients to timely attend the activity 二手车置换、新车试驾、奥迪二手车业务讲解、限购政策之二手车置换、交车仪式 UC replacement,New car test drive,Audi second-hand car business introduction,car purchasing restraint policy-second-hand car replacement,handover ceremony.后续销售跟进评估价格2个月有效Follow-up service by sales Evaluation price is valid within 2 months 整体概况整体概况 General Overview 阶段日程规划阶段日程规划 Agenda planning 二手车业务趣味演示Second-hand car business interesting show 奥迪二手车业务讲解Introduction to Audi second-hand car business限购政策二手车业务的优势Advantages of second-hand car business under car purchasing restraint policy 二手车优惠置换政策Policies second-hand car replacement 新车试驾New car test drive 整体概况整体概况 General Overview 了解了解Understand熟知熟知Know 解决办法解决办法Solution 办法办法的好处的好处Advantages of the method 切身体验切身体验Personal experience 初步了解二手车业务，产生好感和好奇 Primarily know second-hand car business,generate favor and curiosity.让客户知道换购比新购简单方便Let clients know that replacement is simpler and more convenient than purchasing a new car 奥迪二手车业务可以帮助客户实现置换Audi second-hand car business can assist clients to achieve replacement 奥迪二手车多重优惠政策刺激客户置换车辆stimualte clients to replace the cars with Audi second-hand car several preferential policies 体验意向置换车辆Experience intent replacement of car 客户信息接受流程客户信息接受流程Client information receiving flow 活动流程 Activity flow 整体概况整体概况General Overview时间时间 Time 14:00-14:30嘉宾签到，参观情景展示，置换礼品 Guests register and visit the scene show,get gift 14:00-14:30暖场 Warm-up 14:30-14:35魔术表演，结合二手车翻新概念，与嘉宾互动等 Magician performance,interact with guest with the concept of second-hand car refitting 14:35-14:45视频：奥迪二手车业务介绍 Video:Audi second-hand car business introduce the 14:45-14:50主持人开场 Presenter declares the begin of the activity 14:50-14:55总部领导致辞 Headquarter leader gives speech 14:55-15:00经销商领导致辞 Dealer leader gives speech 15:00-15:10视频：经销商实力展示 Video:dealer strength show 15:10-15:20小品形式：限购政策之二手车置换解读，其他车型置换C7案例15:20-15:25互动问答 Interactive Q&A 15:25-15:30中场休息，茶歇。花式调酒表演 15:30-15:40小品形式：奥迪品荐二手车业务介绍 Opusculum mode:Audi appreciation second-hand car business introduce （经销商表演）15:40-15:55二手车评估 Second-hand car evaluation 15:55-16:00游戏，二手车价格竞猜 Game,second-hand car price guessing 16:00-16:10交车仪式 Handover ceremony 16:10-分组体验，新车试驾+嘉宾二手车评估+二手车拍卖（活动结束后嘉宾自行选择参加）Grouping experience,new car test drive+guests second-hand car evaluation+Second-hand car auction(guests may attend after the activity)目录目录 Contents 活动背景活动背景 Activity Background 活动目的活动目的 Activity Purpose 活动策略活动策略 Activity strategy 活动亮点活动亮点 Activity highlights 整体概况整体概况 General Overview 主要环节说明主要环节说明 Introduction on major procedures 费用预算费用预算 Project budget 开场视频：根据总部视频剪辑开场视频：根据总部视频剪辑 Opening video：Edit basing on headquarter video 奥迪品荐二手车业务介绍 Audi appreciation second-hand car business introduce the 经销商实力展示：介绍经销商的规模、业务、团队、成绩，每家经销商一条 Dealer strength show:introduce the dealer size,business,team and achievements,one for every dealer 主要环节说明主要环节说明 Introduction on major procedures 限购政策解读（情景小品形式）：限购政策解读（情景小品形式）：Car purchasing limitation policy introduction(Scene opusculum mode):广州限购政策主要内容 Main contents of Guangzhou car purchasing restraint policy 限购政策下二手车置换的细则，主要说明二手车置换受限购影响较小 Under the car purchasing restraint policy,detailed rules and regulations on second-hand car replacement,mainly introduce that second-hand car replacement has less influence from the car purchasing restraint 限购政策下二手车置换的操作办法 Under the car purchasing restraint policy,the operation method of second-hand car replacement 限购政策下其他型C7案例分享 Under the car purchasing restraint policy,share the case of replacing C7 with C6 主要环节说明主要环节说明 Introduction on major procedures 主要环节说明主要环节说明 Introduction on major procedures 魔术表演：魔术表演：Magician performance 结合奥迪二手车魔术翻新的概念，现场安排魔术表演节目，并且与台下观众互动，增加互动和娱乐。（以实际执行为准。具体为互动性近景魔术）主要环节说明主要环节说明 Introduction on major procedures 花式调酒表演：花式调酒表演：Flair drink performance为了增加Party的气氛，用花式调酒表演于嘉宾互动，让参加活动的嘉宾第一时间就感受到活动的氛围。In order to strengthen the Party atmosphere,arrange flair drink performance for interacting with guests,and let attendants feel the activity atmosphere as soon as possible.主要环节说明主要环节说明 Introduction on major procedures 奥迪品荐二手车业务介绍（情景小品形式，经销商表演）奥迪品荐二手车业务介绍（情景小品形式，经销商表演）：Audi appreciation second-hand car business introduce the（Opusculum mode）业务内容 Service content 业务流程 Service flow 业务优势 Service advantages 二手车价格竞猜二手车价格竞猜 Second hand car price guessing 主要环节说明主要环节说明 Introduction on major procedures 邀请10名嘉宾分为两组分别上台针对台上展车进行价格竞猜，支持人扼要介绍车辆信息，嘉宾自行竞猜，价格最接近的将获得大礼一份。其余8名分别获得参与礼品一份。竞猜大奖-2份高级音箱竞猜参与奖-8份奥迪车模 二手车评估二手车评估 Second-hand car evaluation 主要环节说明主要环节说明 Introduction on major procedures 评估师以现场真车为蓝本，向嘉宾展示奥迪品荐二手车的科学、严谨的评估流程，加深嘉宾对奥迪品荐二手车的了解。（经销商进行现场评估流程讲解及演示）（经销商进行现场评估流程讲解及演示）.主要环节说明主要环节说明 Introduction on major procedures 奥迪二手车优惠政策介绍奥迪二手车优惠政策介绍（具体与经销商沟通待定）（具体与经销商沟通待定）Audi second-hand car preferential policy introduce the 置换A8L可享受原价置换优惠 A8 L replacement may enjoy the privilege of replacing with original price 送一年汽车全险 Enjoy one-year car full insurance 当天评估的嘉宾车辆，评估价2个月内有效 The evaluation price is valid within 2 months for the cars which are evaluated on the activity day 当天前3名置换的嘉宾额外获得经销商5000元礼包 The first 3 replacement guests may get additional RMB5000 gift pack from the dealer 当天第4-5名置换的嘉宾额外获得经销商3000元礼包 The 4th and 5th replacement guests may get additional RMB3000 gift pack from the dealer当天第8-6名置换的嘉宾额外获得经销商2000元礼包 The 6th and 8th replacement guests may get additional RMB2000 gift pack from the dealer活动后结束一个月内置换的嘉宾获得经销商额外1000元礼包 Guest who replace car within 1 month after the activity may get additional RMB1000 gift pack from the dealer 二手车置换：二手车置换：Second-hand car replacement:试驾及评估完毕后，进行现场的二手车置换环节，主持人演示阶梯式置换优惠，吸引嘉宾踊跃置换。After test drive and evaluation,arrange site second-hand car replacement,presenter demonstrates the level replacement preferential measures to attract the guests for replacement.主要环节说明主要环节说明 Introduction on major procedures 当天第6-8名置换的嘉宾额外获得经销商2000元礼包The 6th and 8th replacement guests may get additional RMB3000 gift pack from the dealer 第二档 Level 2 第三档 Level 3 当天第4-5名置换的嘉宾额外获得经销商3000元礼包 The 4th and 5th replacement guests may get additional RMB3000 gift pack from the dealer 当天前3名置换的嘉宾额外获得经销商5000元礼包The first 3 replacement guests may get additional RMB5000 gift pack from the dealer 第一档 Level 1 主要环节说明主要环节说明 Introduction on major procedures 交车仪式：交车仪式：Handover ceremony:对前3名置换的嘉宾进行交车仪式，由总部领导或经销商领导向用户颁发奥迪车钥匙模具及礼品 Present handover ceremony for the first 3 replacement guests,headquarter leader or dealer leader issue Audi car key mould and gift to the client 嘉宾发表置换感言 Guests gives emotional speech on replacement 交车仪式车主礼品好运豌豆龙2.0音箱 龙年生肖主题，双声道喇叭音箱；外观设计灵感源于中国神秘的龙文化，传统与时尚完美结合的又一力作；产品创意值入时下最热门“游戏植物大战僵尸”形象元素；特殊制作工艺，形质柔美，音色纯净。轮换轮换体验体验Experience by turn 安排新车试驾环节，并在签到时收集有意向试驾的嘉宾，便于在试驾时安排车辆 Arrange new car test drive,select intent guests to attend test drive when registering,so as to arrange cars for test drive 选择在经销商附件开阔且车流较少路段试驾，销售人员全程陪同讲解，指引客户体验及注意安全 新车试驾新车试驾+嘉宾二手车评估嘉宾二手车评估New car test drive+guests second-hand car evaluation 主要环节说明主要环节说明 Introduction on major procedures A组组 Team A 嘉宾可将自己的车辆开到设定的评估地点，让评估师评估价格，评估师并出具评估证明，以便嘉宾日后还店选择奥迪品荐二手车业务B组组 Team B 二手车拍卖：二手车拍卖：Second-hand car auction:经销商至少提前一周准备拍卖所用的二手车，并邀约广州及周边城市二手车经纪公司及现场有意向的客户参加拍卖会。区域将邀约拍卖公司主持拍卖会，嘉宾参加完活动后自行选择参加拍卖会。主要环节说明主要环节说明 Introduction on major procedures 主要环节说明主要环节说明 Introduction on major procedures 茶歇：茶歇：Tea break:活动设置冷餐茶歇区，嘉宾在试驾或评估轮候时享受，并与来宾及销售人员亲切交谈，增进感情Activity sets cold foods tea break area,guests may enjoy when experience test drive or wait for evaluation,guests and sales chat together.礼品建议礼品建议 Suggestion on gifts 签到置换礼品：奥迪签到置换礼品：奥迪U盘盘凭奥迪广告纸媒可现场置换。每凭奥迪广告纸媒可现场置换。每站站30份，换完即止份，换完即止签到礼品签到礼品 Gift for registration 普通的奥迪纸质广告3Common Audi paper advertisement 3主背景板展车区签到处显示设备门口餐饮区场地规划情景静态展示（情景静态展示（3块）约块）约6M*2M(H)背景墙背景墙展车区（有车台）无车台谢谢！谢谢！Thank you.
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