2013华北区体验式营销Open Day活动RSD2 Open Day Campaign Plan体验式营销汇报方案0904翻译版.pptVIP

* * 一汽-大众市场部 FAW-VW Marketing Departments * 一汽-大众市场部 FAW-VW Marketing Departments 大众品牌市场推广部 2013华北区体验式营销Open Day活动 RSD2 Open Day Campaign Plan 部门 Division 华北区市场公关部 RSD2 版本号 Version 01 更新日期 Date 2013-09-08 Sep 8, 2013 RSD2 战略规划 RSD2 Strategic Plan 首站开展情况 First Stop Implementation 项目执行成果 Implementation Effect 项目互动情况 Interaction 目录 Content RSD2 战略规划---背景目的 RSD2 Strategic Plan – Background Purpose 背景Background 目的 对DSG事件与消费者进行正向沟通，恢复消费者信心； Take initiative to communicate with customers on the DSG incident in an honest way to make customers resume their confidence in purchase. 指导经销商实施“Open Day”活动 ，针对不同规模经销商提供菜单式、模块化活动模版，让消费者体验产品、加强产品了解 ，提升展厅集客量，解决经销店终端捷达、迈腾集客向销售的转化； Guide dealers to successful implementation of Open Day events; provide standardized and diversified models for dealers to learn so as to let customers feel the products in a direct way and be more acquainted with the products; direct more traffic to the dealers’ exhibition halls and promote sales of Jetta and Magotan in dealerships. 组织经销商市场总监观摩各类型的“Open Day”活动，提升经销商“Open Day”活动理解和执行水平； Organize dealership marketing staff to visit Open Day events in different categories, improve their understanding of the event. 总部HQ 华北区域RSD2 华北区经销商RSD2 Dealers Open Day活动是一汽-大众总部提出关于体验式营销的创新模式 Open Day event is a kind of creative experience marketing proposed by the headquarters. 总部于7月16日在北京进行Open Day活动的打样 Headquarters carry out Open Day events as models for dealers to learn in Beijing July 16 总部要求经销商按照区域打样开展自身的Open Day活动 Headquarters ask dealers to carry out their own Open Day event as the models 华北区将为经销商做区域指导性打样工作，开展全新捷达专场与迈腾专场共8站Open Day活动 RSD2 will assist dealers to carry out A-scale, B-scale Open Day events in 8 different places. 华北区域经销商市场活动内容单一，形式固化，需要创新和提升 Dealers’ marketing campaigns in RSD2 is old and unattractive, needing creativity and upgrading 经销商需按照打样范本积极配合总部执行Open Day活动 Deale