广汽菲亚特
GAC FIAT
12015年华东大区区域营销方案
2015 East China Region Sales Plan走进 麟动传播机构 Go into Linking Propagation Organization麟动传播前身成立于2002年，经过十多年的发展，已构建并不断完善一套专业高效整合的营销传播体系，覆盖媒体公关宣传、数字营销、品牌活动、区域市场营销及新媒体应用技术开发等业务。
目前在上海、北京、广州、杭州、武汉等地设有分支机构，全国员工200多人，是目前国内创意力、策略力均有独特价值的公司。The predecessor of Lindong Propagation established in 2002，has built and completed a professional effective sales propagation system with more than ten years development. It has media PR propaganda, digital marketing, branding activities, regional marketing and new media applications technology development, and other services
Now it has branches in Shanghai, Beijing, Guangzhou, Hangzhou ,Wuhan etc, more than 200 staff all over the country, is the company with unique value of creative force and strategy麟动传播的专业整合性服务Professional Integration Service of Lindong Propagation全媒体运营体系多年夯实的媒体关系
针对不同客户建立健全合理的媒体库、媒体管理地图
量身定做的媒体关系管理策略
媒体关系维护分级化、精细化、精准化
依托长期积累的良好的媒体关系
媒体选题、重点策划及时掌握，结合品牌传播需求第一时间植入传播
与媒体共同策划选题，将品牌媒体传播做深做透
透彻了解媒体版面、渠道等，实现全方位占据式发布
做到时时见刊、处处见刊，实现无缝式传播
制定合理的媒体发布策略及媒体执行规划
媒体发布监测管理体系健全
传播内容把控全方位媒体发布全方位媒体关系管理全方位麟动传播的全媒介运营策略Full Media Operating SystemCompaction of media relations for many years
Establish a sound and reasonable media library, media management map for different customer
Tailored media relations management strategy
Media relations grading, fine, precision
Relying on long-term accumulation of good media relations
Grasp media topic, important plan in time，conbine brand spread demand implant at first time
Together with media planning topics, do deep penetration on brand media propagation
Fully understanding of the media forum, channels, etc., to achieve all-round style occupy release
Do from time to time to see published, everywhere see published, achieve seamless spread
Develop a reasonable media release strategy and media execution plan
Media release monitoring and management system is wholesome
Propagation Content Control in All DomainsMedia Release in All DomainsMedia Relations Manager in All DomainsFull Media Operating Strategy of Lindong Propagation麟动传播广泛的Social Media 微博/微信运营社会化媒体运营团队帮助客户代理微博/微信运营,包括：品牌定位，内容制作及维护，日常检查及维护等Broad Social Media Weblog/Wechat Operating of Lindong PropagationSocial Media Operations team help customer weblog/wechat operation,including：brand positioning, content production and maintenance, routine inspection and maintenance麟动传播的媒体关系管理及危机应对
传阅率高、受众广、时效性强，从而扩大品牌声音深度、精准分析企业战略及发展，提升品牌形象内容新颖、把控潮流、贴近生活，深度传播品牌个性专业性强，角度敏锐，深度分析评论，从而突出产品特征及行业态势覆盖面广、到达率高，复阅性高内容广泛，信息量大并且连载性强，印刷精美面对的受众群体范围非常广泛，覆盖率高，时效性最强媒体威望高，公信力强，集合视听传播，形象生动，最具动感。普及率、涵盖率、到达率较高。凭借听觉传播，给受众以丰富的想象空间。并具有互动性，引发受众的兴趣。Media Relations Management and Crisis Response of Lindong PropagationCirculation rate, wide audience, time-sensitive, thereby expanding the brand voiceDepth, accurate analysis of corporate strategy and development, and enhance the brand imageInnovative, control the tide, life, and spread brand personality deeplystrongprofessionality , sharp angles, in-depth analysis commentary to highlight product features and industry trendwide coverage, high reach , high complex readingWide content, informative and highly serialized fine printFaced with a very wide range of audiences, high coverage, strongest timeliness Media high prestige, strong credibility , a collection of audio-visual communication, vivid, the most dynamic. High penetration rate, covering rate, reach rateWith hearing spread to the audience with a rich imagination. And interactive, triggering the interest of the audience.他们信赖
麟动传播
They trust
Linking
PropagationIndustrial & 3CLuxury FashionAlcoholAutomotiveExperience Value of
Linking Thinking through cases通过案例
来体验麟动思考的价值线下活动全案代理业务形式营销培训终端促销区域营销代理业务A级车展/区域车展
区域巡展/路演试驾店头促销策划执行
区域促订会策划执行产品培训/销售激励
驻店辅导/营销推广代表案例一汽丰田华南区代理
海马汽车重点大区代理奇瑞、海马北京车展
克莱斯勒成都车展
保时捷传奇之旅
东风日产Mini Booth百城巡展海马福美来宜居之旅
华晨V5 区域上市雷克萨斯CT200上市培训
纳智捷驻店辅导麟动区域营销
业务模块line activitiescase agentBusiness Formsmarketing trainingterminal salesregional marketing
agency businessLindong Regional Marketing Services ModuleClass A Motor /
regional Auto show intensifying
Regional tour /
Roadshow test driveStorefront marketing planning
and execution
regional order promotion
planning and executionProduct Training /
Sales Incentive
Resident counseling /
marketingRepresentative CasesFAW Toyota southern region agency
Haima Automobile large area agencyChery、Haima Beijing Auto show intensifying
Chrysler Chengdu Auto show intensifying
Porsche legendary journey
Nissan Mini Booth hundreds city showHaima Family Livable Tour
Brilliance V5 region on marketLexus CT200 market training
Luxgen resident counseling一汽丰田南华区代理 区域营销代理业务FAW Toyota southern region agencyRegion Marketing
Agency busines一汽丰田南华区代理
FAW Toyota southern region agency区域营销代理业务
Region Marketing
Agency busines保时捷传奇之旅
Porsche legendary journey线下活动-区域巡展
line activity-regional show保时捷传奇之旅
Porsche legendary journey
成都站
Chengdu保时捷传奇之旅
Porsche legendary journey线下活动-区域巡展
line activity-regional show保时捷传奇之旅成都站
Porsche legendary journey
Chengdu雪铁龙创新之旅线下活动-区域巡展2011年 雪铁龙 雪铁龙全球创享之旅-中国站运营（北京 & 上海）
执行效果：
10月21日，71家媒体的75名记者参与了专业试驾，42名记者参与了雪铁龙概念车的试驾。
接待观展人数近2万，大众对雪铁龙品牌的认知有提升。活动整体运营得到雪铁龙法国总部艾亚柯的高度赞许。具体负责：
活动策划与执行、物料设计与制作。
展具搭建与展台运营。
媒体试驾与专访安排、传播策划与执行。Citroen Innovation Tourline activity-regional show2011年 Citroen Citroen Global Innovation Tour-China operation（Beijing & Shanghai）
Implementation results：
21th October，75 reporters from 71 media attend professional test drive，42 reporter attend test drive of Citroen。
Attendant people almost 20 thousand，Citroen brand awareness has been raised. Overall operational activity get high praise from Citroen French headquarters Yi Yake 。Specifically responsible：
Event planning and execution, materials design and production.
Exhibition booth set up and operate.
Media test drive and interview arrangements, communications planning and execution.活动时间
Time2012年3月——2012年7月 March 2012——July 2012活动节奏
Activity rhythm制作3套展具，运营24站车展
Make 3 sets of exhibition making, operating 24 stations Auto Show华晨区域车展
Brilliance regional Auto show intensifying 线下活动-区域车展
line activity-regional show图腾区
Totem area灯柱
Lamp post洽谈区
Chat AreaGT-R展区
GT-R show area展车区
Show car area接待区
Reception Area所有结构及内容展板均可反复拆卸使用，用一辆13.7米长卡车长途运输，既统一了对外宣传形象，又高效地使用了预算。
The structure and content of all panels can be disassembled use repeatedly ， use a 13.7m long truck to transport, unified outreach image, and make efficient use of the budget 东风日产Mini Booth百城巡展
Nissan Mini Booth hundreds city show线下活动-区域巡展
line activity-regional show26 东风日产Mini Booth百城巡展
Nissan Mini Booth hundreds city show线下活动-区域巡展
line activity-regional show巡展活动对终端销售店促进销售起到了巨大的推动作用。
Tour event has played a huge role in promoting for the terminal sales store.27Haima Family Livable Tour线下活动-区域上市Activity topicLivable new fashion —— new family three generation livable tourActivity time19th March,2011——16th April, 2011Activity rhythmchoose 10 core city 2 lines go Activities audienceregional core media 、new family three generation clients、intention customers, potential customers华晨V5 1.5T区域上市线下活动-路演试驾活动主题T动中华 自由驰骋——中华H530 1.5T&V5 1.5T区域上市暨特级表演秀活动时间2012年9月22日——2012年11月3日活动节奏制作4套专业试驾道具，选择16个核心城市 分4条线同时接力进行活动受众区域核心媒体、V5意向客户、潜在客户Brilliance V5 1.5T region marketline activity-test driveActivity topic
T move China drive freely—— China H530 1.5T&V5 1.5T region market and special showActivity time22nd September,2012——3rd November,2012Activity rhythm
Make 4 sets专业 professional test drive tools，choose 16 core cities 4 lines relay conductActivities audienceregional core media、V5 intension clients、potential clients线上媒体和线下终端同时集客，通过促销政策集中消化意向客户
活动启动前由麟动项目组对对全国销售店进行活动思想动员、执行宣导和任务目标（活动场次、集客数量、留档数量、试乘试驾数量、订单成交数）摊派，确保活动落地执行和效果最大化
活动执行进程中对部分销售店进行远程数据采集和现场指导方式进行活动执行跟踪，根据执行状况及时提出改善意见海马福美来秒杀季终端促销-店头促销策划思路Both online and offline media terminals simultaneously collect, centralized digestion intention customers through the promotion policy
Before starting activity, lindong project team make distribution of activities ideological mobilization, advocacy and implementation of mission objectives (active sessions, the number of set-off, leaving the number of files, test the number of test drive, order transaction number) for whole country shop，ensure the implementation of activities and to maximize the effect
During activity excution, make remote data collection for some shop and monitor for site method, according to excution situation to proposed improvements comments in timeHaima Family Spike SeasonTerminal sales - OTC salesPlanning ideas32执行计划
Implementation plan厂家执行计划 Factory implementation plan
执行时间：9月1日至10月9日
time: 1st September to 9th October
执行范围：全国所有销售店
scale: all shops in all over the country
执行对象：潜在客户、老客户
object: potential clients, old clients
执行内容：外展活动+城市巡游+店头竞技秒杀
content: show activity+city show+store spikeImplementation plan——sample shop survey plan海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales33执行计划——活动宣贯及远程调查计划
Implementation plan——Publicizing events and remote survey plan海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales执行计划
Implementation plan34执行计划——样本店调查工具
Implementation plan——sample shop research tool海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales执行计划
Implementation plan35执行状况
Implementation plan销售店投入状况调查
Investigation of sales shop cost 海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales36活动执行现场
Activities execution site执行状况
Implementation plan海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales37执行结果
Implementation result销售数据统计分析
Statistical analysis of sales data海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales38销售数据统计分析
Statistical analysis of sales data执行结果
Implementation result海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales39Sales reached rate is 153%执行结果
Implementation result
海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales40厂家执行结果
销售店秒杀季活动执行状况正常，客户参与度高。
活动期间福美来销量提升明显，麟动所监控30家样本店销售目标达成率为153%。
集客效果明显，活动结束后仍有客户咨询，部分销售店延长活动周期。麟动执行结果
区域营销模式运转成功，客户（海马、销售店）满意。
通过深入市场销售一线、销售数据分析为厂家提供下阶段营销策略。执行结果海马福美来秒杀季
Haima Family Spike Season终端促销-店头促销
Terminal sales - OTC sales41factory implementation result
Store sales spike season activities are normal execution, customer involvement is high.
Family sales increase significantly during the event，30 sample shops monitored by Lindong sales reached rate is 153%
Set-off effect is obvious, there are still customers advice, part of the sales cycle shop prolong activity after the event.Lindong implementation result
Regional marketing mode operation is successful, the client (Haima, dealer) satisfied.
Through in-depth market line, sales data analysis provides a marketing strategy for the next phase of the factory.Haima Family Spike SeasonTerminal sales - OTC sales执行结果
Implementation result421、品牌&销量促进新福美来百城
幸福欢go汇现场活动内容（户外场地）：
新福美来区域上市仪式、全系车型场地试驾体验、组织邀约客户进行现场订购、现场下单客户抽奖等；
区域媒体现场报道、区域领导媒体专访；海马系列活动-新福美来欢go汇终端促销-区域促订431、品牌&销量促进New Family hundred cities happy goField Activities（Outdoor venues）：
New Family regional listing ceremony, all models venue test drive experience, organizations offer on-site customer order, the next scene draws a single customer;regional media live coverage, media interviews regional leadership；Haima series activity-New Family happy goTerminal sales-regional promotion1、品牌&销量促进新福美来百城
幸福欢go汇海马系列活动-新福美来欢go汇终端促销-区域促订1、品牌&销量促进New Family hundred cities happy goHaima series activity-New Family goTerminal sales-regional promotion1、品牌&销量促进新福美来百城
幸福欢go汇350万7站活动海马汽车付出350万元（公关+活动）；2668台7站活动共产生订单2668台；94家7站活动共94家销售店参与；3819批7站活动共邀请3819批客户参与；70%7站活动平均成交率近70%；288人7站活动邀请媒体288人参与；1312元/台7站活动厂家为每个订单付出1312元；30万媒体对7站活动的公关报道共营销30万受众；海马系列活动-新福美来欢go汇终端促销-区域促订1、品牌&销量促进New Family hundred cities happy go3500 thousand7 set activities Haima car cost 3500 thousand（PR+activity）；2668set7 set activities make 2668 set orders；94 7 set activities total 94 shops attend；3819batch7 set activities invite total 3819 batch customer；70%7 set activities average turnover rate almost 70%；288 people7 set activities invite media 288 people；1312yuan/set7 set activities factory pay 1312 yuan for each order；300 thousand7 set activities PR report total 300 thousand audience；Haima series activity-New Family goTerminal sales-regional promotion1、品牌&销量促进品挚十年 ● 感恩一刻
福美来10 年百城巡礼现场活动内容（室内场地）：
福美来品牌10周年展示、组织邀约客户进行现场订购、现场下单客户抽奖等；
区域媒体现场报道、区域领导媒体专访；海马系列活动-福美来十周年活动终端促销-区域促订1、品牌&销量促进
Commodities decade ● Thanksgiving moment
Family 10 years huandred city showField Activities（Indoor venues）：
Family brand 10 anniversary show、organizations offer customers on-site order、site order customers reward etc；
Regional media live coverage, media interviews regional leadership；Haima series activity-Family Tenth anniversaryTerminal sales-regional promotion品挚十年 ● 感恩一刻
福美来10 年百城巡礼1、品牌&销量促进海马系列活动-福美来十周年活动终端促销-区域促订Commodities decade ● Thanksgiving moment
Family 10 years huandred city show1、品牌&销量促进Haima series activity-Family Tenth anniversaryTerminal sales-regional promotion360万12站活动海马汽车付出360万元（公关+活动）；1150台12站活动共产生订单1150台；74家12站活动共74家销售店参与；2100批12站活动共邀请2100批客户参与；54%12站活动平均成交率近54%；436人12站活动邀请媒体436人参与；3130元/台12站活动厂家为每个订单付出3130元；50万媒体对12站活动的公关报道共营销50万受众；品挚十年 ● 感恩一刻
福美来10 年百城巡礼1、品牌&销量促进海马系列活动-福美来十周年活动终端促销-区域促订3600 thousands12 sets activities Haima car pay 3600 thousand yuan（PR+activity）；1150sets12 sets activities make 1150 sets order；74 shops12 sets activities totally 74 shops attend；2100 batch12 sets activities totally invite 2100 batch clients；54%12 sets activities average turnover rate is almost 54%；436 people 12 sets activities invite media 436 people；3130yuan/set12 sets activities factory pay 3130 yuan for each order；500 thousands For 12 sets activities PR report totally marketing 500 thousands audiences；Commodities decade Thanksgiving moment
Family 10 years huandred city showHaima series activity-Family Tenth anniversaryTerminal sales-regional promotion海马骑士文化之旅现场活动内容（室内场地）：
新款骑士上市发布会、组织邀约客户进行现场订购、现场下单客户抽奖；1、品牌&销量促进海马系列活动-海马骑士文化之旅终端促销-区域促订Haima knight cultural tours1、品牌&销量促进Haima series activity-Haima knight cultural toursTerminal sales-regional promotionField Activities（Indoor venues）：
New knight listed conference、invite clients to make order on site, site order client make reward海马骑士文化之旅
Haima knight cultural tours注：活动仍在执行中，数
据为前半程汇总1、品牌&销量促进海马系列活动-海马骑士文化之旅
Haima series activity-Haima knight cultural tours终端促销-区域促订
Terminal sales-regional promotion550万22站活动海马汽车付出550万元（公关+活动）；1623台22站活动共产生订单1623台；72家22站活动共72家销售店参与；2845批22站活动共邀请2845批客户参与；57%22站活动平均成交率近57%；322人22站活动共邀请媒体322人参与；1757元/台22站活动厂家为每个订单付出1757元；60万媒体对22站活动的公关报道共营销60万受众；海马骑士文化之旅
注：活动仍在执行中，数
据为前半程汇总1、品牌&销量促进海马系列活动-海马骑士文化之旅终端促销-区域促订5500 thousands22 sets activities Haima car pay 5500 thousand yuan（PR+Activity）；1623sets 22 sets activities make 1623 sets orders；72 shops 22 sets activities totally 72 shops attend；2845 batch22 sets activities invite 2845 batch clients；57%22 sets activities average turnover rate is almost 57%；322people 22 sets activities invite 322 media people；1757yuan/set22 sets activities factory pay 1757 yuan for each order；600 thousands For 22 sets activities media make PR report totally marketing 600 thousands audiences；Haima knight cultural toursNote：activities are still in
excution, data is the
collection of first half1、品牌&销量促进Haima series activity-Haima knight cultural toursTerminal sales-regional promotion5月、8月、10月是2012年海马三组营销活动的执行时间段，从海马整体销量判断，这三个月份相比上月都有增长，前两次活动的后一个月销量也有所提升，说明营销活动对当月销量及后续销售集客都起到了积极的作用。欢go汇十年品
牌巡展骑士文
化之旅1、品牌&销量促进海马系列活动终端促销-区域促订小结May、August、October are excution time for Haima three marketing activities in 2012, judge from whole sales volume of Haima, these three months all have growth than last month，The later month of early two activities sales volume also have growth,that explained marketing activities have positive role for month sales and follow-up salesHapply goTen years
brand showknight
cultural
tours1、品牌&销量促进Haima series activityTerminal sales-regional promotionSummary针对本年度海马品牌事件特点，麟动策划并执行了三组营销活动，截止11月10日总支出1260万，共成交5441台，单台成交成本2315元；同期销售店自行开展同一主题的店头促销活动，3个营销事件由厂家发起，厂家与销售店共同参与，共同传播，除了收获5千多购车客户外，也影响了百万级的潜在客户。1、品牌&销量促进海马系列活动终端促销-区域促订小结For this year Haima brand event characters，Lindong plan and make three marketing activities，Until 10th November total cost is 1.26 millions，totally order 5441 sets，each sets cost is 2315 yuan；At the same time, shops make same topic store promotion activities, factory start 3 marketing events, attend with shops. Besides win more than 5000 order clients, influence millions potential clients1、品牌&销量促进Haima series activityTerminal sales-regional promotionSummary1、品牌&销量促进雷克萨斯CT200上市培训 Lexus CT200 listed Training终端培训
Terminal Training培训内容
Training content产品知识、销售技巧、实战演练等Product knowledge, sales skills, combat drills etc执行时间
Time2011年8月 August 20111、品牌&销量促进纳智捷驻店辅导终端培训培训主旨提升纳智捷经销店营销能力，规范展厅销售流程，提振销售团队销售信心执行时间2012年6月——2012年11月执行节奏3组辅导老师共辅导40家经销店1、品牌&销量促进Luxgen resident counselingTerminal TrainingTraining keynoteEnhance Luxgen dealership marketing capabilities, standardized showrooms sales process , promote sales confidence of sales teamTimeJune 2012——November 2012Rhythm3 teams tutor totally coach 40 shops2015年第二季度营销规划及活动 2015 second season marketing plan and activities终端制胜战品牌提升战二线保卫战三四线夺城战品牌提升+销量晋升集中优势营销力量于二三线潜力城市，如嘉兴、九江、温州等，加大产品、品牌曝光频次，捆绑竞品制定针对性的营销方针，抢夺竞品市场在上海、江苏、浙江、广东等大销量省市采取多种创新营销方式，收集有效销售线索，提升新增意向客户数，确保销量稳步提升围绕广汽菲亚特产品力优势制定品牌传播规划，线上线下结合，区域市场品牌落地+营销落实，提升区域品牌知晓度和美誉度规范终端市场营销行动，围绕终端营销能力提升实施专案，打造区域市场销售一体化业务模式，为销售店做辅导、树标杆、同学习、共提升HOW？下半年区域营销核心策略1、如何将品牌传播和营销行动形成合力2、如何提升销售店营销能力3、如何找到区域突破口，抢夺竞品市场区域营销核心策略68为销售店Terminal winning warBrand Promotion warSecond tiers Protection warThree-four tiers battleBrand Promotion+Sales PromotionConcentrating superior sales power in second-third tiers potential cities such as Jiaxing,Jiujiang, Wenzhou etc,increase exposure frequency of product and brand, make special sales plan to competitives, snatch the competities marketUse many kinds Innovative Marketing method in big sales volume provinces and cities such as Shanghai, Jiangsu, Zhejiang and Guangdong etc. Collect effective sales resource, increase new intension customers, help promote sale volumeMake brand propagation plan around GAC FIAT product power advantage,combine online and outline, regional market brand +sales, promote regional brand awareness and reputationRegulate end market sales activities， promote plan according to sales ability，establish regional marketing integrated business model， Do counseling,、Make example、Study together、Upgrade together for dealersHOW？Second Half Regional Marketing Core Strategy1、How to combine brand propagation and sales activities2、How to regulate and promote sales capacity of salesman3、How to find regional breakthrough, snatch the competitives' markets策略解读Policy Interpretation当厂家深入区域时，都将面临哪些挑战？
When the factory go to depth area,
What challenges will face?挑战1：市场环境千差万别
Challenge 1: Different market environment
挑战2：钱不够花
Chanllenge 2: Money is not enough
挑战3：经销商天性逐利
Chanllenge 3: Dealers chase interests naturally
挑战4：总部既当爹又当娘，精力有限，捉襟见肘
Chanllenge 4: Headquarters' energy is limited, stretched策略解读Policy Interpretation……汽车行业需要的，是建立一套区域管理体系,它能：
集声量：在全国延续和发展总部的统一策略；
接地气：精准洞悉当地的实际情况，拿出实效策略;
求精细：有效管理区域和经销商的市场活动；
获收益：在城市和经销商级别资源投入产出效率。策略解读2017-09-02......Vehicle industy should establish a regional management system, It can :
Volume collection：Unified strategy for continuation of the country and develop headquarters
Practic：Insight into the local realities accurately, make effective policy;
Meticulousness： Manage regional and dealers's sales activities
Profile:Put into output efficiency in city and dealer levelPolicy Interpretation作为市场的后来者 ……
As the latecomers of the market......策略解读Policy Interpretation1）我们面临关注度低、销售渠道少两大难题，最终陷入市场占有率低的困局We confront with two difficulties-- low attention and less sales channel, finally we will be stuck in trouble of low market share
策略解读Policy Interpretation2）产品被购买后，大家对产品的性价比认可，这是我们的机遇We need competitives and brand attention ,regional dealers number, regional license data analysis and comparison chart
3）在传播上，各品牌强⼤媒体攻势不断蚕食品牌传播⼤蛋糕，我们⼜能分得多少？各大车企重视品牌建设，广宣投入力度大，形式多，频次高，效果好，在常规渠道已做得很好DM报纸易车网经销商网站投放VS与商场合作包装（半年）长期投放（一年）持续更换（一年合作）便宜但派发面积不大经销商信息发布平台，但点击率不高策略解读3）In propagation aspect, powerful media campaign of other brands nibble up the big cake of brand propagation，how many we can share?1.Every vehicle companies pay more attention on brand establishment, have powerful,various, high frequency and good effective advertising, they are good at conventional channelDM newspaperbitauto website dealersVSpackage with shopping mall （six months）long term use（one year）Continuous change（one year）cheap but not spread in big areaDealer information publishing platform,but click rate is not highPolicy Interpretation2014全年华东各省市百度指数竞品传播分析注：数据涵盖华东区域2014年全网监测网络发布新闻约17,500,000篇网络发布新闻约11,500,000篇网络发布新闻约4,100,000篇网络发布新闻约1,220,000篇网络发布新闻约4,170,000篇网络发布新闻约4,010,000篇网络发布新闻约2,570,000篇网络发布新闻约3,650,000篇小结
各品牌趋向下沉式传播，落地经销商、车型及区域传播，品牌稿件较少
强化各自产品的产品力各大竞品网络传播内容分析79网络发布新闻约17,500,000篇
Internet news are almost
17,500,000网络发布新闻约11,500,000篇
Internet news are almost
11,500,000网络发布新闻约4,100,000篇
Internet news are almost
4,100,000网络发布新闻约1,220,000篇
Internet news are almost
1,220,000网络发布新闻约4,170,000篇
Internet news are almost
4,170,000网络发布新闻约4,010,000篇
Internet news are almost
4,010,000网络发布新闻约2,570,000篇
Internet news are almost 2,570,000网络发布新闻约3,650,000篇
Internet new are almost
3,650,000小结 Summary
各品牌趋向下沉式传播，落地经销商、车型及区域传播，品牌稿件较少
Every brand tend to sunken propagation, in dealers, model and area, brand manuscript is less Competitives Internet Propagation Content Analysis4）在营销上，各大品牌营销手段层出不穷，我们该如何突破困局？
In sales, different brands have continuous sales methods, how can we out of the trouble?雪佛兰新赛欧之豫剧幸福中原行东风日产新世代天籁三冠王团购促销通用别克“汽车总动员”东风标致408之
“幸福家庭享乐日
”Dongfeng Peugeot408
“Happy family day”东风标致百城千店，
万人团购会
Dongfeng Peugeot hundreds cities thousands shops, team buy新POLO美食之旅
New POLO Culinary Journey
长安欧力威
“万人帐篷节，千人自驾游”
Cnangan Eulove
"Thousand tents Festival, thousands of people traveling by car"
策略解读Policy Interpretation01我们需要从自身现状找到突破口SWOT优势（Strengths）目前在江苏、浙江、福建等市场的菲亚特已购车主口碑不错，转介绍率较高，营销成功经验可以借鉴机会（Opportunities）下半年总部将在高容量高增长区域营销试点，投入更多的资源与专业的团队劣势（Weaknesses） 1、知名度低、关注低、销售渠道少，导致市场占有率低威胁（Threads） 1、在传播上，各大品牌重军布局，不断压榨品牌传播的空间2、各地经销商、4S店缺乏统一化、系统化管理与培训，服务水准存在很大差异2、在营销上，各大品牌形式多样，手段层出不穷优势与机会并不明显，如何在关注低、渠道少、市占低、经费又少的情况下突破市场困境？
那就是——区域精益营销。3、竞品多，差异化战役不好打策略解读01Find Breach from Our Current SituationSWOTStrengthsNow clients in Sichuan,Henan etc, the reputation of FIAT is good, high referral rate, successful sales experience can be learnedOpportunitiesIn second half, headquarters will make test in high growth area, put into more resource and professional teamsWeaknesses 1、Low reputation, low attention,less channels lead to low market shareThreads 1In propagation, different brand pay more attention, extrude the space of brand propagation2、Dealers、4S shops lack of unified, systematic management and training，have big difference in service level2、In sales, different brands have many methods and continuous measuresUnconspicuous strengths and opportunities, how can we breakthrough market predicament in the condition of low attention, less channel, low market share and less fund？
That is——Regional Lean Marketing3、Many competitives，battle of differentiation is not easy to goPolicy Interpretation123456精耕细作区域精益营销，需要我们聚焦重点项目，结合区域特色，进行“精耕细作”， 以有限的资源将成效最大化全城集客：主动走近消费者，制造接触点，解决关注低、销售渠道少的问题车展强化：提高车展集客、意向搜集的有效率，从而提高成交率二网强化：深挖二网潜力，弥补销售网点的不足公关传播：深扩大品牌曝光，解决品牌知名度及关注度不高的难题试驾推广：用产品体验打消消费者对品牌信心的不足，提升品牌认同感让利促销：解决经销商库存压力，提升销量策略解读123456Fine WorkRegional Lean Marketing, we should focus on important project, combined with local characters and make "Fine work"
Make maximum effect with limited resourceClients collection：Approaching clients, make connect, solve low attention and less sales channelsAuto show：Increase clients collection and potential clients collection rate in Auto show intensifying , then promote turnover rateSecond net enhance：Find second net potential , make up the lackness of sales outletsPR：Expand brand exposure, solve the problem of low reputation and attentionTest Drive Promotion：Make clients' confident by test drive, promote brand identityLow price promotions:Reduce dealers' inventory pressure, increase sales volumePolicy Interpretation从实际出发，深挖华东六区Based on practice, deeply develop eastern six regions
总结各区域的人文特色，Sum up cultural characteristics of different regions
定制针对性营销主题， Make special sales topic
找出最接地气、最有效的区域市场策略
Find most practic and effective regional market tactics强品牌，增集客，另辟蹊径，
enhance brand, collect clients,find new way
出奇制胜！Surprise move!意大利 Repubblica Italiana
—— 文明古国意大利，文艺复兴运动的发源地
—— 意大利人，生活美学的开创和引寻者
—— 意大利人，快乐的民族，以热情、浪漫、灵活和机敏的个性著称
—— 认真的时尚国度，风尚有型而不随波逐流
—— 讲求情感化设计理念，追求细节与用户情感反馈，将美观、时尚充分融入实际功能需求，形成完美统一
主题推导 Repubblica Italiana
—— Ancient civilizations Italy，the birthplace of the Renaissance
—— Italian，pathfinder and cited seekers of life aesthetics
—— Italian，Happy Nation，famous for their personality of passionate, romantic, flexible and smart
—— Careful fashion nation，fashion stylish without drift
—— Exquisite emotional design，seeking details and user emotional feedback,integrate beautiful fashion into actual functional requirements fully, form perfect integration
Topic Guide菲亚特 品牌 FIAT
历史传承——源自百多年前的意大利都灵
意大利精神—— 意大利本土生活方式和生活态度代名词
车型风格——豪放、性感、洒脱、设计与性能完美融合
品牌精神—— 如意大利民族一般风尚有型、坚持自我
—— 像意大利民族一样快乐随性
—— 和意大利人一样情感丰富，激情四射
—— 造车科技，运动基因，以及历史性车型设计的完美传承
FIAT BRAND FIAT
Historical heritage——From one hundred years ago in Turin, Italy
Itanlian Spirit—— Synonymous with Italian local lifestyles and attitudes
Model style——Pefect integration of bold, sexy, free and easy, design and performance
Brand Spirit—— As itanlian nation fashion type, adhere to self
—— As itanlian nation Happy casual
—— As itanlian emotionally rich, passionate
—— Pefect heritage of repairer technology, sports gene, as well as a historic
vehicle design 菲亚特 理性和感性的灵魂设计
以人为本 更实用——设计灵感来源于生活细节，深入洞察驾乘需求
实用时尚主义——时尚设计看得到，更用得到
意大利美学主义融入创新生活细节设计，提升驾乘体验
简约设计风格——撷取意大利设计精髓，简约到底
简约而不简单
FIAT Rational and Emotional Soul Design
People-oriented more practical——Design inspiration from the details of life，insight drive requirements deeply
Practical fashion doctrine——Fashion design can be seen and used Italian aesthetic doctrine integrate in innovative design details of life
promote drive experience
Minimalist design style——Capture the essence of Italian design，brief in the end
brief but not simple2015年意大利米兰世博会 EXPO Milano 2025
辉煌再现——意大利举办的第三届世博会
全球热点——2015年意大利米兰世博会
中国引爆——将全球热点话题融入广汽菲亚特华东六区区域营销阵线，
引爆品牌营销热潮
福
建上海2015 Italy EXPO Milano 2025
Brilliant reproduction——Italy hold the third World Expo
Global hotspots——2015 Milan Expo
China detonated——Integrate global hospots into regional sales line of GAC FIAT in eastern six regions，
detonated brand marketing craze
FujianShanghai菲 常 米 兰菲——结合广汽菲亚特品牌的姓名传承
米兰——将广汽菲亚特第二季度的营销爆点明确展示给区域受众
菲常——取“非常”谐音，非常/Very，Very Milano,Very Italiana广汽菲亚特品牌2015年第二季度华东区域营销主题——以上海地区为例
进行营销落地阐述Very MilanoF——combined withname heritage of GAC FIAT brand
Milan——Show sales hotspots of second quarter of GAC FIAT to regional clients
Very——“very”homophonic，非常/Very，
Very Milano,Very ItalianaGAC FIAT Brand 2015 Second Quarter East China Region Sales Topic——Shanghai region as example to make sales expound上海地区人文特色Shanghai Cultural Characteristics时尚
Fashion情调
Style小资
Petty海派文化
Shanghai culture现代化
Modern国际化
International精打细算
Reckoning摩登上海
Modern
Shanghai上海滩，以独特的海派文化，摩登气息，演绎“菲常米兰”的活动精髓——“摩登上海”
Shanghai，deductive activities essence of "Very Milan" by special Shanghai culture and modern atmosphere——“Modern Shanghai”
将“菲常米兰”作为全国营销活动主体概念，覆盖整个华东区域，提升整个活动的价值与品牌高度
Very Milan of Modern Shanghai“Very Milan” is regarded as the main concepts of the national marketing campaign，cover whole eastern China region, promote the value of activity and height of brand
KV Option 1KV Option 2品牌落
地区域深耕区域落
实营销精耕线上
行动线下
行动解决策略Brand
Floor RegionDeeplyRegion sales practiceAccuratelyonline
moveoutline
moveSolving strategies情感营销建口碑事件传播助销售结合广菲华东大区全年日程，以及每月的行业市场热点、传播诉求等，进行灵活、适时的公关传播，助推销售的开展。传播策略分析103Emotional salesestablish reputationStrategy AnalysisEvent propagationhelp salesCombined FAW Toyota southern China region year schedule，and monthly industry market hotspots, propagation demand etc, make flexible, timely PR, promote sales development “摩登上海”区域营销落地推广概述节假日常规营销促销活动及店头包装 “Modern Shanghai”regional sales promotion outlineHolidays conventional marketing and promotional activities storefront packaging填补展厅集客结合线上媒体，利用微博，微信等，加强客户互动，吸引客户到店
巡游活动提升品牌及经销商曝光度，提升经销商展厅客流量利用大型活动
带动车型销售借助上海车展与米兰世博会契机，增加品牌曝光度
开展儿童交通安全关怀活动，增加客户品牌好感度
结合区域人文、节气节日，进行促销及传播，带动客户认同及参与度聚焦重点车型
提升销量制定专项销售激励政策，提高经销商积极性
集中开展重点车型专项活动，如试乘试驾
多渠道媒体深度报道，以活动为载体，结合季节特色，开展事件营销合理分配消化巡展
及品牌活动站点根据客户意向等级及需求，针对性的开展活动
社区巡展
经销商团购活动
经销商店头试驾
区域试驾赛
儿童关爱活动区域市场活动推广手段107Make up show clients collectioncombined online media，use weibo,wechat etc，ehance clients communication，attract customers to shop
Parade enhance exposure of brand and dealers，increase dealer show clientsUse large-scale events
Drive vehicle salesBy Shanghai Auto show and Milano Expo，increase brand exposure
Carried Children's Traffic Safety care activities，enhance clients brand favorability rating
Combined regional culture, festivals, make promotion and propagation，lead clients' identity and attendanceFocus on important model
increase sales volumeMake professional sales excitation，improve dealer enthusiasm
Carried important model special activities，such as test ride and test drive
Many channle media report，based on activities, combined season character,make event salesreasonable allocation and digest show and brand activities potmake special movement according to clients attention level and demand
Community Tour
Dealers team buying
Dealers test drive
Regional test drive
Child care activitiesRegional Marketing Activities Promotion Method108109“摩登上海”区域营销大事件全景图111“Modern Shanghai”regional sales event chart节假日常规营销促销活动及店头包装Holidays conventional marketing and promotional activities storefront packaging让整个上海滩，都能看到
广汽菲亚特！全城集客车展增效二网拓展区域海选区域试驾赛品牌深入年中回馈——迅速获取公众视线，提升品牌曝光度常规营销Let whole Shanghai，
See GAC FIAT！——win public sight quickly，promote brand exposureCustomer generating through cityAuto show intensifying 2nd net development Regional audition Regional test drive competitionBrand penetrationMiddle of year reward Normal marketing 菲常米兰 摩登上海之 全城巡游
目的： 策略：
多点开花：在短期内提升品牌曝光度； 锁定市内目标受众密集、人流量大的地区；
亲近消费者：加强消费者对产品的熟悉度； 主动贴近受众，近距离展示品牌与产品
活动频次：每周1次，集中于周末，多线并进
活动区域：时尚商圈（徐家汇、中山公园、五角场等）；
受众偏爱地段（淡水路、浦江休闲区、复兴路等复古海派文化集中区）
活动车型：菲翔、致悦
参与人员：由上海地区经销商共同参与，划定路线，各自负责全城集客车展增效二网拓展全城巡游区域海选区域试驾赛品牌深入年中回馈常规营销Very Milan Modern Shanghai City Show
Aim： Strategy：
many sites：promote brand exposure Locking area of intensive target people and
in short time big human traffic
near to clients：enhance the clients' know ； near to people，show brand and product in
of product near distance
Activity Frequency：1 time each week，in weeken，go in many lines
Activity area：Fashion Circle (Xujiahui, Zhongshan Park, wujiaochang etc.）；
people favourate parts（Danshui Road、Pujiang recreation area、Fuxing Road etc retro concentrated area of Shanghai culture）
Activity models：Viaggo、Ottimo
Participants：Participate by the Shanghai area dealers, designated routes, each responsiblecity showCustomer generating through city
Auto show intensifying
2nd net development Regional audition Regional test drive competitionBrand penetrationMiddle of year reward l marketing 全城集客执行亮点 奖品叠加模式——
目的：吸引参与者为获取更大奖品而持续参加更多活动，赢得更高关注度、粘合度；
内容：参与各种游戏，可直接换取对应奖品，也可保留成绩，继续参加活动，
进行奖品叠加，获取更大礼品
City Collection Execution Highlights Prizes overlay mode——
Aim：Attract people attend more activities in order to win bigger reward, win higher attention and adhesion；
Content：Attend different games, exchange related reward directly , and maintain score, then continue attend activities
prizes overlay，win bigger prizes
菲常米兰 摩登上海之 商圈推广
目的：
将广汽菲亚特品牌打入最IN商圈/社区，增加品牌知名度；
整合宣传，加大集客，提升到店量，最终提升销量
策略：
找到影响力、消费指数最高；人流量最大最集中的综合社区或商圈，集中时间段覆盖
向社区/商圈物业争取更多资源，整合营销
活动频次：每周1次，传播于上半周开始，活动集中于周末，多线并进
职责分工：品牌方：活动资源/费用审批、活动总督察
经销商：场地推荐与预定、资源谈判、活动执行
代理方：广宣物料投放、展具物料制作、现场运营商圈推广全城集客车展增效二网拓展区域海选区域试驾赛品牌深入年中回馈常规营销Very Milan Modern Shanghai Circle Promotion
Aim：
make GAC FIAT in most IN circle /community，increase brand reputation；
integrate propaganda，increase clients collection and shop arrival number，finally increase sales volume
Strategy：
Find highest influence and consumer price index;maximum and most concentrate integrated community or district, concentrate time to cover
try for more resource from community/circle property, integrate sales
Activity Frequency：1 time each week，start from first half week, concentrate activities in weekend, go in many lines
Division of responsibilities：Brand party：activity resource / cost approval, Chief Inspector
Dealers：Site recommended and reservations, resource negotiation, implementation of activities
Agency：Advertising materials delivery, exhibition materials production, field operationsCircle promotionCustomer generating through cityAuto show intensifying
2nd net development Regional audition Regional test drive competitionBrand penetrationMiddle of year reward Normal marketing 前期集客——充分告知活动信息
商圈周边及活动地点全方位广告覆盖（室内外广告位、LED屏幕等）
重点区域派发传单及相应现场物料投入
经销商邀约参与商圈推广Early clients collection——Fully informed activities information
comprehensive advertising coverage in circle around and location（Indoor and outdoor advertising, LED screen, etc.)
Distributing leaflets and materials into the respective field in important area
dealers invite to attendCircle promotionDealers invite to attend现场执行——氛围营造
推广重在客流不断，保持热度。需要做到：
交通要道派驻Staff现场派发活动留资表，告知参与/留资有礼邀请参加
现场互动有趣新奇，表演个性，礼品实用有趣，引发参与者积极性
意向客户参与试乘试驾需求及时满足
现场互动建议：
互动有礼：
游戏互动、问答互动、扫码参与移动端游戏等，过关均可获取礼品；
表演集客：车模与表演有机结合互动，创新表演形式吸引眼球
试驾服务：
商超周边准备试驾车辆，现场高意向客户可进行试乘试驾体验
商圈推广Site Execution ——Atmosphere
Promotion focus on continuous clients, keep hot. should do：
Put Staff in traffic arteries to grant activities information chart，notify attend/leave message have reward and invite to attend
Live interactive fun novelty, show personality, fun and practical gift, triggering enthusiasm of participants
Satisfy test ride and test drive demand of potential clients in time
Site interactive recommendation：
Interactive Gift：
interactive game, answer and scan code to attend app game etc, pass will win gift
show collect clients：model and show combined，attract sight by new method
test drive service：
Prepare test drive car in shopping around，high potential clients can make test ride and drive
circle promotion后期跟进——邀约到店和下单促销
商圈推广回访邀约
电话回访，邀约至店；
告知店内团购活动信息，邀请参与
店内促销（车主有奖试驾海选、闭馆团购）店内促销
活动有促销，订车送大礼/抽大奖；
订车有礼品；
设置表演、冷餐、饮料点心等Late follow-up——invite to shop and promotion for order
circle promotionVisit solicitation
Telephone interviews, invite to shop；
Notify team buying information, invite to attend promotion（driver reward test drive selection, closed team buying)Store promotions
Promotional activities, setting cars free gift / select reward；
order car reward；
set show、buffet, drinks and other snacks微博传播为主
（网络公关手段）论坛炒作为辅
（网络公关手段）“全城看车—我与菲亚特有个约会”
通过红人转发、礼品设置带动菲亚特官方微博热度，聚焦菲亚特车型目标人群规划论坛炒作贴，通过论坛水军、意见领袖指引有效引发互动传播效应“菲亚特勇闯版”通过主流网络媒体公关稿件宣传，于传统传播渠道上有效支援新媒体线上传播，放大活动声量公关稿件有效支援
（网络公关手段）Main We Blog Propagation
（Internet PR method）Supplement Forum Hype
（Internet PR method）“Whole city see car—I have a date with FIAT”
Lead FIAT offical we blog hot through hot person forwarding and gift, focus FIAT car target groupPlanning Forum hype,posted by forum navy and opinion leaders guidelines effective propagation effects caused the interaction“FIAT rebel version ”through main internet media PR propaganda，make effective support to new media propagation, enlarge activities volumePR Manuscript Effective Support
（Internet PR method）结合2015 广汽菲亚特车展展台运营进行
品牌联动管理
利用话题，有效提升销量！全城集客车展增效二网拓展区域海选区域试驾赛品牌深入年中回馈常规营销Combined 2015 GAC FIAT Auto show intensifying to make brand management
Use topic，Effectively increase sales！Customer generating through cityAuto show intensifying
2nd net development Regional audition Regional test drive competitionBrand penetrationMiddle of year reward Normal marketing 前期预热——车展参观带动到店量、订车量提升车展增效设立专业集客/接待团队
前期培训：专业话术、技巧培训，提升主题活动准确率及集客效率；
准确、翔实留资流程，增加集客粒子有效性；
建议从经销商门店内部协调接待人员
结合米兰世博会设计特色，进行主题化引领团队服装、外饰包装；
经销商全程引领，保持客户粘合不脱离。Early Preheat ——Auto show intensifying increase number to shop，and orderAuto show intensifying The establishment of a professional set-off / reception team
Initial training: professional discourse technique, skills training, to enhance the accuracy of themed events and set-off efficiency；
Accurate and informative stay owned processes, increase the effectiveness of clients collection；
Recommend to find reception staff from internal coordination dealer stores
Combines Milan Expo design features theming leading team apparel, exterior packaging；
Dealers lead throughout , keeping customers bond without departing车展中期——促销氛围打造，推动客户互动，提升订单量展台互动-拍照优惠展台互动区设置拍照惊喜，
参观者至展台参观，发现对应经销商拍照元素后拍照，
至对应经销商处现场订车可获得相应优惠
可叠加，多拍多优惠车展专享限时团购设立专享阶梯团购活动
按现场成交量，在原车价基础上进行阶梯式增叠优惠
在洽谈区增设订单促进量实时更新及专享倒计时，刺激消费每日通报展台每日销售数据实时通报更新，经销商向潜客每日通报，刺激消费者尽快下订，提升销量5台车10台车15台车示例Auto show Mid-term——create promotional atmosphere , promote customer interaction, enhance ordersInteractive Booth - pictures offerInteractive Zone booth set up to take pictures of surprises，
Visitors to the booth and found the dealer photo factor and take photo，
To related dealers order can win special offer
Stackable, more shot and more concessionsExclusive limited team buySet special stage team buying activities
According to site volume，make stage special offer on base of original price
In discuss region, make additional amount of real-time updates and exclusive countdown, stimulate consumptionDaily BulletinBooth daily sales data in real-time notification updates，dealers make daily brief to potential passengers，stimulate consumer orders as soon as possible to boost sales5 sets10 sets15 setsexample车展后期——意向消化，客情维护
客户回访：
1）意向客户电话回访，收集满意度，
2）重点意向客户、保有客户进行微信/彩信公布活动优惠，
推送活动，维系关系
闭馆邀约：
消耗车展后续意向客户，以店头优惠为由邀请到店：
1）吸引到店：到店有礼、观看演艺、优惠促销
2）氛围营造：优惠广播及重复露出，下订鸣锣砸金蛋、
全场音乐及物料渲染
3）最优刺激：订立最优刺激黄金时段，以最大优惠点燃
消费者情绪，刺激订单
137Late show——Intention to digest, customer intelligence maintenance
Customer visits：
1）potential customers telephone interviews, collecting satisfaction，
2）imake wechat/color message report activities promotion for important intention customers, retain customers，
Push activity, maintaining relationships
Closed offer：
Consume subsequent intention customers of auto
show，invite to shop by shop special offer：
1）attract to shop：shop gift,watch entertainers,
Promotions...
2）atmosphere：repeat play promotion broadcasting，
after order hit gong and golden eggs、
music and material render
3）best stimulation：make best stimulation time, fired
consumer sentiment by biggest special offerand
stimulate orders
车展传播——配合车展活动进行传播Auto show propagation——Make propagation coordinate with Auto show intensifying activities二网拓展——
品牌触角向下延伸，
潜客粒子下沉，扩大赢面！全城集客车展增效二网拓展区域海选区域试驾赛品牌深入年中回馈常规营销2nd net development——
brand expand to base，
potential clients，Expanded winning！Customer generating through cityAuto show intensifying 2nd net development Regional audition Regional test drive competitionBrand penetrationMiddle of year reward Normal marketing 上海地区区域及卫星地区分配
经销商现有3家，集中于中心城区及浦东新区；
下季度营销触角下沉摊入周边区域；由经销商进行活动主导；
划分经销商责任范围，每家经销商负责3个区域的下沉执行
执行目的：加大网点覆盖，促进集客提升，为销量目标达成助力
合作伙伴：
当地主要商圈的KTV、电影院、大卖场
Shanghai regional and satellite distribution
There are 3 dealers now，located in central district and Pudong New Area；
Next season marketing expand to around area; mainly directed by dealers' activities
Divide the responsibility of the dealer, each dealer is responsible for three regional implementation
Enforcement purposes：Increase the network coverage, promote set-off promotion , help to achieve sales target
Partner：
Local main shopping district KTV, cinemas, supermarkets
上海地区二级区域活动执行
简单便捷
制作MiniBooth展台，选取1-2台重点车型进行展示；
现场意向高效收集：
建立导购PG团队，直接接触消费者进行互动与介绍；
主动邀约参与留资活动，主动收集意向客户信息；
销售紧跟，深入挖掘潜客存在可能性；
多功能：
结合区域人群消费/生活习惯，展示娱乐两不误，增加人群好感
Shanghai second grade regional activities executed
Simple and convenient
Make MiniBooth show form，choose 1-2 set importan
models to show ；
Efficient collection of site intention ：
Establish guide PG team，connect clients to communicate and introduce directly ；
Invite to attend leaving message activities, collect intension clients information ；
Sales following ，find potential clients deeply；
Multifunction：
Combined regional group consume/life habit，show and entertainment，enhance favorable impression
上海二网拓展“1+1”
1个利器
展具简单快捷，移动方便，可密集覆盖人流集中商圈；
1个活动
结合广场舞或者当地夜市流行活动，开办露天活动，与当地居民活动有效融合，形成口碑，提升集客；
活动时间：每周五、周六晚上
活动地点：大型生活社区广场、主流商圈广场
结合当地传播宣传，活动前将推广小展具开设布置；
活动中宣传车型及优惠促销，并开展抽奖、互动游戏，提升品牌知名度。
Shanghai 2nd nets development “1+1”
1 weapon
Exhibition simple and quick, easy to move, can densely cover the population concentration Circle；
1 activity
Combine Square Dance or popular local night market activities, offering outdoor activities, effective integration activities with local residents, form reputation, enhance clients collection；
Time：Every Friday and Saturday night
Location：Large living communities Square, Circle Square mainstream
Combined with local spread propaganda, will promote the creation of small exhibition is arranged before the event；
During activities，spread models and special promotions, and conduct sweepstakes, interactive games, enhance brand awareness
传祺梦享+以汽车垂直网站地方站（汽车之家）、电台作为重点公关传播阵地，地方网站、报纸、电视配合宣传，立体覆盖全触媒；同期汽车网站后台集客启动，并及时转化。
二网提升配合PR方案传祺梦享+Car website local site(car family), radio as important PR base, coordinate with local website, newspaper and TV, cover all media; at the same time turn on car website background collection, and transfer in time2nd nets development combined with PR plan一分钟资讯：
最近，不少趁天气凉爽为家中添购家电的消费者都发现，苏宁店中多了一面梦想墙…
主持人口播：
说到梦，最近，我有很多朋友都留下了自己的梦想宣言…
互动礼品：
“菲常米兰”信息搭载电台栏目礼品送出台本合作：
我们常说生活要有格调，但是什么才是真正的格调生活？….
一分钟资讯：
近期菲亚特展厅人满为患，原来，一面“菲常米兰”吸引了大家的关注…
互动礼品：
“菲常米兰”信息搭载电台栏目礼品送出市级为主
省级为辅二网提升配合PR方案Information of one minute:
In recent day, a lot of consumers purchasing the household appliance for home at the cool & nice weather find that there is one dream wall in Suning.
Mouth broadcast of presenter:
As for the dream, in recent days, a lot of friends of mine leave their dream declaration… in Suning.
Interaction gift:
“Dream sharing+” the gifts of radio program are sent with the information togetherCooperation of playscript with stage directions:
We always say enjoying living and enjoying living, but don’t we really benefit the living?...
Information of one minute:
In recent days, there are so many consumers in each Suning store, because one “dream wall” attracts the attention the public.
Interaction gift:
“Dream sharing+” the gifts of radio program are sent with the information together Taking the city level as the principle
Taking the provincial level as the assistant 2nd nets development combined with PR plan节假日常规营销促销活动及店头包装Common marketing and sales promotion in the holidays and store head package 围绕2015米兰世博会话题开展深度品牌互动
Surrounding the topic of Milan World Expo in 2015 to develop the depth brand interaction
事件营销结合针对性促销方案
Event marketing combined with the targeted sales promoting scheme
提升品牌声量
增加销售
Promote Brand Reputation
Increase Sales Amount
全城集客
Customer generating through city车展增效
Auto show intensifying
二网拓展
2nd net development
区域海选
Regional audition 区域试驾赛
Regional test drive competition品牌深入
Brand penetration年中回馈
Middle of year reward 常规营销
Normal marketing “菲常米兰之摩登上海”广汽菲亚特 试乘试驾
“Very MilanShanghai” GAC Fiat Test Drive活动主题：“菲常米兰之摩登上海” 试乘试驾驾享乐会
活动时间：2015年4月-6月
活动地点：上海
活动形式：试驾选拔赛
Activity theme: “Very Milan-Modern Shanghai”Test Drive Pleasure Will
Activity time: April-June 2015
Activity place: Shanghai
Activity form: Test drive qualification trials试驾选拔赛赛制 Competition System
Step1：店头海选
上海店头（杨浦区，徐汇区，浦东新区）晋级者进入到区域决赛
Step1 Store mass-selection
The candidates who have been promoted in the stores in Shanghai (Yangpu District, Xuhui District, Pudong New Area) enter into the regional final match
Step2：区域半决赛
区域决赛获胜者将有机会参观米兰世博会，并与其他区域决赛获胜者进入到华东区决赛（每个区域按当地情况选取10-20人进入华东区决赛，并选取前5名至米兰世博会）
Step2: Regional semi-finals
The winners of regional semi-finals will have the opportunity to visit Milan World Expo, and enter into the final match of East China District with the winners of finals in other regions (10-20 persons in each region will be selected to enter in the final match of East China District according to local situations, and the top 5 will be selected to visit Milan Wor
