2011奥迪新A8L汽车试驾品鉴会策划方案

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1、“尊享卓越”——2011奥迪新A8L中南小区试驾品鉴会活动策划案“EnjoyExcellence”---2011AudiNewA8LCentralandSouthAreaTestDriveAppreciationGAAC17.03.2011活动背景：全新A8L深度品鉴全新奥迪A8L是奥迪新一代旗舰，是奥迪目前在设计与科技方面最顶尖的艺术之作。全新奥迪A8L融入时尚新设计及高端科技的豪华轿车，集合完美的动力配备、优越的驾乘舒适感及独一无二的设计，从新定义D级豪华车的标准。全新A8L将肩负提升奥迪在中国的尊贵品牌形象和提升奥迪在D级轿车市场领域的市场份额的重大使命。Activit

2、yBackground:NewA8LdeeplyappreciationNewAudiA8ListheflagshipofAudi,andthetopproductofartindesignandtechnology.NewAudiA8Listhedeluxecarwithnewdesignandtoptechnology,andcombinesperfectforce,advantageddriverandpassengercomfortablefeelingandoutstandingdesign,whichhasredefinedthestandardofClassD

3、deluxecar.NewA8LwillundertakethemissionofAudiinChinaforimprovingthenoblebrandimageandthemarketshareofClassDcarmarket.目录Contents整体策略Generalstrategy活动概述Activitybrief活动运营Activityoperation媒体邀约Mediainvitation活动管理Activitymanagement项目预算Projectbudget目录Contents整体策略Generalstrategy活动概述Activitybrief活动运

4、营Activityoperation媒体邀约Mediainvitation活动管理Activitymanagement项目预算Projectbudget整体策略：思考1：解读奥迪新A8L设计动感的外形设计雕塑般的轮廓连续的特征线条带有独一无二设计的LED大灯独特的奥迪内饰设计风格舒适性空间宽阔大气，舒适感极佳并配备便捷性装备完美手工打造的精致内饰对后排的倾力包装(例如后座娱乐系统，豪华躺椅等)丰富的驾驶员辅助系统（例如带Stop&Go功能的自适应巡航系统)驾驶体验具备竞争优势的驾驶特性奥迪驾驶模式选项，含主动可调空气悬架动态转向带运动差速器的全时四驱定位阐述：为进取的商界领

5、袖提供的、兼备创新与豪华的全新一代豪华轿车。目标群轮廓：当今的“商务精英”：年轻有为，思维开放，依旧在乎权力地位。GeneralstrategyThought1:ExplainAudinewA8LDesignDynamicappearancedesignSculpturecontourContinuouslinesLEDheadlampwithuniquedesignUniqueAudiupholsterydesignstyleComfortableWideandgrandspace,comfortablefeelingandconvenientequipmentsPerf

6、ectmanuallymadeelaborateupholsteryOutstandingdecorationfortherearseats(forexample:rearseatentertainmentsystem,deluxechaiselongue)Diversifieddriverassistantsystem(forexample:adaptivecruisesystemwithStop&Gofunction)DriveexperienceDrivepropertieswithcompetitiveadvantagesAudidrivemodeoptions,in

7、cludinginitiativeadjustableairsuspensionDynamicsteeringFull-time4WDwithsportdifferentialOrientationexplanation:Thenewgenerationdeluxecarforaggressivebusinessleaderswithinnovativeanddeluxenature.Targetedclients:Current“businesselites”:young,successful,ope