2015年大众一家俱乐部携程商户合作策略及创意提案2015 VW Club and Ctrip Cooperation Strategy 2015/3/26Author/DepartmentDD.MM.JJJJPage 2携程商户合作 给俱乐部带来了什么？What will this cooperation with C-trip bring to Club?酒店资源 Hotel Resource俱乐部会员通过俱乐部渠道成功预订及使用订单享受45%积分返利
Club members who book and use orders via Club channel enjoy 45% point back机票资源俱乐部会员通过俱乐部渠道成功预订及使用订单享受4.5%积分返利
Club members who book and use orders via Club channel enjoy 4 .5% point backNotes:
大众点评返现1%；返利网返现2%
Dianping cash back 1%; 51fanli 2%
2. 携程商户合作最高返现金额27元/夜（超过600/晚的酒店按照600计算）
Ctrip cash back up to RMB 27/night ( take hotels over RMB 600/night into RMB 600)
3. 商户合作渠道包含：App、官网、微信
Cooperation channels: APP, official website, wechat
优先上线的合作渠道为：微信 ；上线时间：4月底
Channel online first: wechat; online time: end of AprilAir Tickets ResourceAuthor/DepartmentDD.MM.JJJJPage 4俱乐部有什么？238万大众一家俱乐部会员What has the Club have?
2.38 million Club membersAuthor/DepartmentDD.MM.JJJJPage 5我们的期望？互动 interaction参与 participation238万会员10%的参与度：23.8万互动
10% Participation of 238k members：23.8k interactionOur expectation? 我们的目标？Our Target? Page 6流程创新：用参与感提升互动性
Process innovation: improve interaction by participation传统模式：先看再玩
Traditional mode: play after see活动介绍报名注册参与互动完成互动创新模式：先玩再看
Innovative mode: see after play活动介绍报名注册参与互动完成互动50%28%18%91%75%67%Event introduction- sign up- join interaction-complete interaction1.春节微信抢红包
Wechat red packetPage 7目的：促进微信绑定银行卡，竞争支付宝
Objective: inspire to bind with bank cards and compete with alipay
手段：微信抢红包 Method: Wechat red packet
效果：仅除夕收发总量超过10亿次，春节2天微信绑定个人银行卡2亿张
Results: “receive” and “hand out” in eve of lunar New Year over 1 billion; bind with 0.2 billion bank cards in 2 days of Spring Festival目前人气最旺，参与度最高的移动平台互动游戏是什么？
what is the most popular in digital platform interactive game with highest participation?Author/DepartmentDD.MM.JJJJPage 8
效果：5天活动（1.27-1.31）
Results: last 5 days (1.27-1.31)
100,349用户参与互动
100,349 users join in
派发红包32,259份，至今使用金额99,630元
(红包面值：10元、20元、30元、50元)
red packets handed out 32,259 and RMB 99,630 still in usage now（red packet value:￥10、￥20、￥30、￥50）
粉丝增长率32.5%
32.5% growth rate of fans
非会员参与占比超过50%
users who are not members are over 50% 2.上海大众售后微信抽保养工时券红包互动
Wechat maintenance red packet Author/DepartmentDD.MM.JJJJPage 9简单 simple有趣 funny利益鲜明 beneficialHow do we do? 互动推广思考
Interactive Communication Thoughts
1轻轻一点，你就能获得积分
Click it and it is yours points2画面有趣，不用动脑
Funny and simple3有了积分，啥都能换
Redeem whatever you want with pointsAuthor/DepartmentDD.MM.JJJJPage 10点击进入后直接跳出互动游戏
click and skip into game跳入携程商户合作
权益介绍，了解红包使用机制
skip into benefits and know usage rules通过推广渠道获知携程商户合作
know by promotion channelsMember or not登陆会员账号
Log in YesOwner or not注册成为大众一家俱乐部会员
Register to be member No互动机制 Interaction MechanismDirect interactionSimple experienceEffective acquisition保留红包，随时可通过预订携程酒店机票使用
Keep red packets which can be used to book hotels and air tickets in C-tripSend red packets to friends with SVW carsYes No推广渠道 Promotion channel官网首页KV Official website homepage KV官网微信KV露出+互动游戏（可直接分享朋友圈或邀请好友参与）Official website and wechat KV+ interactive game (share on wechat or invite follower to join)携程PC端酒店/机票页面首页KV点击直接跳出互动红包游戏
Ctrip PC hotel/air ticket page KV
Click and red packet game pop upEDM推送现有车主+携程VIP打开直接跳出互动红包游戏
send EDM to car owners + Ctrip VIP open and red packet game pop up外部媒体KV露出+互动游戏携程APP进入后直接跳出互动红包游戏 Enter into Ctrip App, red packet game pop upPCMobile外部媒体KV露出+互动游戏 External media KV + interactive gameAuthor/DepartmentDD.MM.JJJJPage 12蜕变
Change主动营销
Initiative Marketing互动营销
Interactive Marketing用互动的形式体现参与感，提升客户满意度
Make the feeling of participation by interaction to improve customer satisfactionAuthor/DepartmentDD.MM.JJJJPage 13CreativeAuthor/DepartmentDD.MM.JJJJPage 1445%积分返利，不能再厚道！
45% points back, can't be more!互动推广创意
Interactive Communication CreativeAuthor/DepartmentDD.MM.JJJJPage 15KVEnjoy it Wherever You are!
Club with C-trip
Red packets for hotels with cash back up to 4.5% Author/DepartmentDD.MM.JJJJPage 16互动游戏 Interactive GameClick the window to gain it Club with Ctrip ask you gain red packets
Rather take it in Club than scramble outside 商户权益 Calendar Cooperation Partner CalendarAuthor/DepartmentDD.MM.JJJJPage 17Coop with C-trip
hotel/air ticket cash backCoop with Haagen-Dazs
join to get Exchange Certificate Coop with Starbucks
Only for Club membersAuthor/DepartmentDD.MM.JJJJPage 18Thank You
