奥迪销售事业部市场部---市场推广部 Marketing Promotion Dept. Audi Sales Division China

Presentation on theme: "奥迪销售事业部市场部---市场推广部 Marketing Promotion Dept. Audi Sales Division China"— Presentation transcript:

1 奥迪销售事业部市场部---市场推广部 Marketing Promotion Dept. Audi Sales Division China
奥迪一百年，创想新纪元 2009年深圳-香港-澳门国际汽车博览会项目总结报告 100 years of Audi an era for innovation Final Report on 2009 Shenzhen-Hong Kong-Macao Auto Show Project 奥迪销售事业部市场部---市场推广部 Marketing Promotion Dept. Audi Sales Division China

2 目录Content 整体概要General Overview 深圳车展沟通策略 Communication Plan
深圳车展展台运营 Booth Management 公关传播 PR Dissemination 无线广告宣传 Wireless Advertising

3 整体概要General Overview 车展综述Summary of Auto Show
深港澳汽车展于6月10日以”环保 引领未来“为主题在深圳会展中心揭开帷幕。深圳车展凭借其地处珠江三角洲、毗邻港澳的地理优势和强劲的消费力、包容力以及对周边城市的影响力，显示出越来越重要的影响力。 Shenzhen-Hong Kong-Macao Auto Show opened on June 10th under the theme “Environmental protection leads future” at the Shenzhen Convention and Exhibition Center. Shenzhen Auto Show exhibits larger and larger influence relying on its geographical advantages: locating at Zhujiang River Delta and adjacent to Hong Kong and Macao, strong consumptive power, inclusiveness and its influence over the surrounding cities. 具官方数据统计，本届车展展出面积10万多平方米，参观总人流量达到55万人次，参展汽车整车品牌超过了60多家,参展车型500多辆,经过连续6天的现场展示和交易，累计成交预订车辆11000多台，实际成交金额突破30多亿元人民币。车展期间共有1000多家新闻媒体单位近3000名记者到现场采访报道。 According to the official statistics, 550,000 times of visitors were attracted to the Auto Show which boasts an exhibit scale of over 100,000 sqr. meters. Over 60 auto brands and 500-odd exhibited cars were presented. Through 6 consecutive days of on-site exhibition and transaction, a total of more than 11,000 autos were subscribed and the actual transaction turnover was over 3 billion RMB. A total of nearly 3,000 reporters from over 1,000 media reported the show at the locale.   本届车展于11日正式向公众开放，参观人数节节攀升，参观总人流量统计为：6月10日（星期三） 7万人次、6月11日（星期四） 8万人次、6月12日（星期五） 9万人次、6月13日（星期六） 12万人次、6月14日（星期日） 13万人次、6月15日（星期一） 6万人次。 The show was officially open to the public on June 11th, and visitors kept increasing. The total visitors were calculated as follows: 70,000 times of visitors on June 10th (Wed.), 80,000 times of visitors on June 11th (Thu.), 90,000 times of visitors on June 12th (Fri.), 120,000 times of visitors on June 13th (Sat.), 130,000 times of visitors on June 14th (Sun.), 60,000 times of visitors on June 15th (Mon.).

4 整体概要General Overview 车展综述Summary of Auto Show
奥迪品牌诞生至今已整整一个世纪，2009年第十三届深圳-香港-澳门国际汽车博览会将成为奥迪回顾百年辉煌历史、展示领先创新科技的盛大舞台。 一汽-大众奥迪在2-04号馆以“唯进取者 尊领未来”为参展主题举办了奥迪的旗舰车型——奥迪A8L3.0FSI隆重的新车揭幕仪式。其中闪耀奥迪展台的还包括奥迪奥迪A6L 3.0/ 2.7TDI、奥迪 R8 4.2、奥迪 A4L 3.2/ 2.0T、奥迪TTR 2.0T、奥迪 Q7 4.2等多款高效车型，再次向广大公众展示了奥迪“突破科技，启迪未来”的品牌精神。使奥迪展台吸引了众多媒体及观众的目光。 参展面积：1020平方米 It has been a whole century since Audi brand was born th Shenzhen-Hong Kong-Macao Auto Show shall become a grand stage to retrospect Audi’s 100-year splendid history and exhibit its leading innovative technology. FAW-VW-AUDI held a solemn new car launching ceremony for its flagship model - AUDI A8L3.0FSI in Hall 2-04 under the exhibition theme of “Progressive, leading the way”. It also presented quite a few high-efficiency car models including AUDI A6L 3.0/ 2.7TDI, AUDI R8 4.2, AUDI A4L 3.2/ 2.0T, AUDI TTR 2.0T and AUDI Q7 4.2, which exhibited its brand spirit “Vorspring durch Technik” to the public again, and attracted a host of media and visitors. Exhibition area: 1,020 square meters

5 目录Content 整体概要General Overview 深圳车展沟通策略 Communication Plan
深圳车展展台运营 Booth Management 公关传播 PR Dissemination 无线广告宣传 Wireless Advertising

6 Vorsprung durch Technik Audi Hundred years History
沟通策略 Communication Plan Vorsprung durch Technik 突破科技，启迪未来 Audi Hundred years History 奥迪百年史 Product 产品 Brand 品牌 Market 市场 奥迪全系在华销售车型集体展示，从上海车展亮相不久的A8L3.0 ,配以顶级设计及性能的R8超级跑车和技术精湛的Q7等车型，不仅让每位来宾深入感受奥迪的完美产品线，以及在各个产品层面的领先优势，而且各竞争参展商无论从参展车数量或车型都无法与奥迪比拟 Audi’s all-series car models sold in China are exhibited including A8L3.0 presented at Shanghai Auto Show before long, R8 superior roadster with top design and performance and Q7 adopted advanced technology and so on, which not only make every visitor to have a deep experience on Audi’s perfect product line, and its leading advantages in the aspect of every product, but also present its incomparable strengths in terms of car quantity or models over other rival exhibitors. 深圳车展中，奥迪将通过独特的展台设计和制作工艺，精湛的产品技术和全方位的品牌推广活动以及展台展示和表演传递奥迪百年信息，充分显示出奥迪品牌 “突破科技 启迪未来”的主张，在同类竞争对手中脱颖而出，独树一帜 Audi will spread its 100-year history by its unique booth design and manufacture workmanship, exquisite product technology and all-around brand promotion activities as well as booth exhibition and performance, which shall fully exhibit its brand philosophy “Vorspring durch Technik”, and stand out among other similar rivals. 深圳车展是B类车展中重要的一站。而南部区域作为重点支持区域，可以借助深圳车展，进一步加强奥迪品牌在南部区市场的影响力和竞争力，推动品牌建设，提升品牌形象，拓展南部市场，促进销售 Shenzhen Auto Show is one of the important parts of Type B auto shows, while southern area as the key supporting area, through Shenzhen Auto Show, Audi shall further enhance its brand influence and competition in southern market, promote brand building, upgrade brand image, extend southern market and promote marketing.

7 沟通策略 Communication Plan
深圳车展奥迪百年相关创意Creative Design on 100-year Audi for Shenzhen Auto Show 新车揭幕仪式延展物料主视觉 Main vision of materials in new model opening ceremony 随展服务延展物料主视觉 Main vision of materials in show service

8 沟通策略 Communication Plan
深圳车展奥迪百年相关创意Creative Design on 100-year Audi for Shenzhen Auto Show

9 展台运营 Booth Management 车展精彩瞬间-媒体日 Auto show highlights - press day 9
A8L 3.0新车揭幕仪式-表演 Performance of A8L 3.0 unveiling ceremony A8L 3.0新车揭幕仪式-倒计时 Count-down of A8L 3.0 unveiling ceremony 名模亮相：周韦彤 Famous model: Zhou Weitong A8L3.0新车揭幕仪式-嘉宾致辞 Leader address of A8L 3.0 unveiling ceremony A8L3.0新车揭幕仪式-新车亮相 Show of A8L 3.0 unveiling ceremony 9

10 展台运营 Booth Management 车展精彩瞬间-媒体日 Auto show highlights - press day
VIP合影留念Group picture of VIPs 10

11 展台运营 Booth Management 车展精彩瞬间-媒体日 Auto show highlights - press day
讲解员合影留念Group picture of commentators 11

12 目录Content 整体概要General Overview 深圳车展沟通策略 Communication Plan
深圳车展展台运营 Booth Management 公关传播 PR Dissemination 无线广告宣传 Wireless Advertising

13 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《引领进取科技 奥迪A8L 3.0FSI亮相深圳车展》Leading the Progressive Technology Audi A8L 3.0FSI Showing Its Appearance in Shenzhen Auto Show 媒体 Media：南方网 SouthCN.com 时间 Time： 网址Website： 字数 Wordage：1506字 Words 首页链接Home links ： 13 13

14 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《售 万 奥迪A8L3.0T华南地区上市》Selling Thousand Audi A8L3.0T Going Public in the South China 媒体 Media：网上车市 时间 Time： 网址Website： 字数 Wordage：1007 首页链接Home links ： 14 14

15 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《引领进取科技 奥迪A8L 3.0FSI亮相深圳车展》 Leading the Progressive Technology A8L 3.0FSI Showing Its Appearance in Shenzhen Auto Show 媒体 Media：太平洋汽车网Pcauto.com.cn 时间 Time： 网址Website： 字数 Wordage：1506字 Words 首页链接Home links ： 15 15

16 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《引领进取科技 奥迪A8L 3.0FSI亮相深圳车展》Leading the Progressive Technology Audi A8L 3.0FSI Showing Its Appearance in Shenzhen Auto Show 媒体 Media：汽车中国网CarsChina.com 时间 Time： 网址Website： 字数 Wordage：1524字Words 首页链接Home links ： 16 16

17 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《奥迪旗舰车型A8L 3.0FSI深圳车展揭幕》Audi Flagship Model A8L 3.0FSI Unveiling in Shenzhen Auto Show 媒体 Media：21CN 时间 Time： 网址Website： 字数 Wordage：988字Words 首页链接Home links ： 17 17

18 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《奥迪A8L 3.0FSI亮相深圳车展》Audi A8L 3.0FSI Showing Its Appearance in Shenzhen Auto Show 媒体 Media：大洋网 Dayoo.com 时间 Time： 网址Website： 字数 Wordage：1015字Words 首页链接Home links ： 18 18

19 公关传播 PR dissemination 网络截屏 Network Screenshot
标题 Title：《6月10日奥迪旗舰车型A8L 3.0FSI深圳车展揭幕》Audi Flagship Model A8L 3.0FSI Unveiling in Shenzhen Auto Show on June 10th 媒体 Media：新车评网Xincheping.com 时间 Time： 网址Website： 字数 Wordage：997字Words 首页链接Home links ： 19 19

20 网络广告宣传Internet communication
彩信执行截图、短信内容 MMS Implementation Screenshot and SMS Contents 彩信执行内容截图 MMS Implementation Screenshot 短信内容： 6月10日到15日，欢迎莅临深圳会展中心2号馆奥迪展台，品鉴奥迪百年传承的非凡魅力。现场可预约试驾全系车型，更有机会获得精美礼品！ SMS Contents: On June 10-15, Welcome to Audi Show of Shenzhen Convention and Exhibition Center, and appreciate uncommon charm of 100-year Audi. On the site, you can reserve test drive of all series of auto models, and more opportunity to obtain wonderful presents. 20

21 网络广告宣传Internet communication
视频彩信执行截图Video-MMS Implementation Screenshot 21

22 网络广告宣传Internet communication
发送数据 Transmit Data 第一个表格翻译： 2009年6月9日短信按城市发送量及成功率（单位：条）On June 9, 2009, the volume of sending SMS and its successful rate by city (Unit: Item) 2009年6月9日；城市City，发送总量the total volume of sending SMS； 发送成功率Successful rate of sending SMS，成功率Successful rate ； 广州Guangzhou，深圳Shenzhen，总计Total； 第二个表格翻译：The volume of sending SMS and its successful rate by city on June 8, 10, 12 and 14, 2009, respectively (Unit: Item) 第三个表格翻译：The volume of sending SMS and its successful rate by city on June 9 and 13, 2009, respectively (Unit: Item) 注： 第二个表格和第三个表格的内容与第一个表格的内容重复 Data source: AcNielsen 22 22

23 网络广告宣传Internet communication
发送数据Transmit Data Data source: AcNielsen 23

24 网络广告宣传Internet communication
WAP页面访问数据 Data of Accessing to WAP Webpage Regional proportion of users registered test-riding & drive The Audi model for users to look forward to test-riding & drive 在注册试乘试驾用户中，广州用户的活跃度要高于深圳 （广州目标用户人数少于深圳地区的，但用户中注册试 乘试驾的人数比例高于深圳地区）。 Among users registered test-riding & drive, active degree of Guangzhou users is higher than Shenzhen (the number of Guangzhou-targeted users is less than Shenzhen, but the proportion of users registered test-riding & drive is higher than Shenzhen). 从图表可以看出，用户对Audi A4L的关注度最高， 期望能够进行试乘试驾的用户最多。 Seen from diagram, user paid the most attention to Audi A4L, and expected the number of users with test-riding & drive is the most. 24

25 网络广告宣传Internet communication
WAP页面访问数据 Data of Accessing to WAP Webpage The Current Auto Information of Consumers The Audi model for consumers to look forward to purchasing 25

26 网络广告宣传Internet communication
接收人群数据 Data of Receiving People Data source: AcNielsen 26

27 谢谢！ Thanks! 27