4s店市场策划方案.docx
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4s店市场策划方案
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4s店市场策划方案
篇一:
汽车4s店促销活动方案
伙伴同行豪礼大派送,每周狂送3吨汽油!
庆祝xx下线一周年,xx宝骏推出宝骏贺岁九重礼活动!
岁末礼一:
每周狂送3吨汽油
即日起到20XX年12月31日,到宝骏4s店购限量车型每周将送出3吨汽油。
岁末礼二:
购车送3年6万公里免费保养或5000礼包(不与岁末礼一重享)
即日起到20XX年12月31日,到宝骏4s店购买宝骏630任意车型,送3年6万公里免费保养或5000元超级大礼包。
岁末礼三:
首付12600元,宝骏“贷”回家/享受0利息
想贷款买宝骏的您不用为高额的利息发愁啦,即日起到20XX年12月31日,到宝骏4s店购车首付12600元,把宝骏“贷”回家/贷款购车享受0利息。
岁末礼四:
1000元大优惠
即日起至12月31日。
岁末礼五:
500元可靠的伙伴推荐大礼
亲,20XX年12月31日前,成功推荐其他客户购买宝骏630成交的现有宝骏、乐驰和五菱车主,将获得价值500元油卡或代金券伙伴大礼!
岁末礼六:
200元车主训练营参加礼以及千元大奖
20XX年12月,凡参加宝骏630新车主训练营的宝骏630车主,均可获得价值200元的精美礼品,更有超乎期待的现场抽奖1000元大礼相送。
岁末礼七:
购车即送VIp卡
20XX年12月31日前,所有购车用户均可获赠1张VIp银卡,持卡可享受保养工时费全免、保养维护免排队、工时免、配件折扣等多种您的专属服务。
岁末礼八:
价值4999元的630L汽油抽奖
20XX年12月31日前,凡购买宝骏630的顾客,均有机会获得价值4999元的630升汽油卡。
岁末礼九:
“乐”享生活
庆“乐驰8周年",纪念升级版3.78万元起售,更有贷款“零”利息购车新年活动等着您!
篇二:
奔腾汽车4s店营销策划方案
奔腾汽车4s店
营
销
策
划
案
奔腾汽车4s店营销策
划全案
自由奔腾快乐随行
1
目录
第一部分市场调查··························································2
1.1营销环境分析·············································································2
1.2消费者分析·················································································3
1.3产品分析····················································································4第二部分市场调查··························································6
2.1优势(strength)··························································
················6
2.2劣势(weakness)··········································································6
2.3机会(opportunity)······································································6
2.4威胁(threat)·············································································7第三部分营销策略··························································8
3.1市场定位····················································································8
3.2品牌定位····················································································8第四部分广告策略··························································9
4.1广告目标····················································································9
4.1广告诉求策略·············································································9第五部分:
广告计划························································10
5.1广告目标··················································································10
5.2目标区域··················································································10
5.3广告时间··················································································10第六部分:
营销活动策划··················································11
6.1活动组织··················································································11
6.2活动具体提案···········································································11
6.2.1新车发布会········································································11
6.2.2样车商场展示活动·······························································14
6.2.3试驾活动···········································································16
6.2.4彩虹婚车出行活动·······························································19
6.2.5活动展销···········································································19
6.2.6微信积攒活动·····································································25
6.2.7假日服务活动·····································································25
6.2.8资料赠送活动·····································································266.2.9其他形式···········································································26
2
第一部分:
市场调查
通过对近几年本地区汽车销量的统计分析,汽车消费存在一定规律,每到秋冬季节,汽车销售最为火爆,被业内人士称之为“黄金季节”,而春夏季相对来说就清淡很多。
一、营销环境分析
1.地区经济增长强劲,轿车市场需求趋旺
大同是中国最大的煤炭能源基地之一,国家重化工能源基地,神府、准格尔新兴能源区与京津唐发达工业区的中点。
由于煤炭(同煤集团)、电力(各热电厂)、重型机械(428、大齿等)的稳步向前,大同市经济发展稳定持续。
据有关资料显示,大同市个体私营经济发展迅速,现已成为大同市经济新的增长点和重要组成部分。
绝大部分个体和私营企业主、金融机构管理人员、房地产部门的开发商和经理、部分企业承包者和技术入股者、高新技术产业中的领先者、教学科研人员中收入较高者,目前,他们的住房问题已经解决,具备购买中低档轿车的经济实力,今后的消费重点将瞄准家庭轿车,因此,大同市地区中低档轿车市场需求规模较大。
2.成品油价格持续走高,节能型轿车市场看好
近年来,国际市场油价动荡剧烈,总的趋势是不断上涨。
从国际石油供求关系来看,在一个时期内油价不会明显下降。
在国际原油价格不断飙升的影响下,国内汽油价格也不断走高,使汽车消费成本增加,汽车的耗油量就成了车主最关注的问题,这必然导致消费者在购3
车时偏向油耗低的小排量、节能型轿车。
一汽奔腾作为节油高手是名副其实的经济型高性价比轿车,正好满足消费者降低运营成本的需要。
3.奔腾汽车性价比突出,市场表现令人欣喜
“一汽奔腾”是中国一汽50年造车历史的积淀、15年开放合作经验的成果。
它吸收当今先进的造型理念、车身设计、主被动安全技术、内饰模块开发、nVh改善等先进技术,是集成创新的结晶,是高起点、高品质、高性能的国内品牌代表。
它不但承载着国人的关注与骄傲,也实现了中国汽车工业技术与品质的大幅度跨越。
奔腾汽车问世以来,作为国内第一款高起点、高品质、高性能的自主品牌中高级轿车,奔腾品牌以"进取不止"为核心价值观,打造"品质、性能、科技"品牌内涵,上市以来已经赢得了市场的认可和消费者的信赖,将中国自主轿车事业拓展到一个新的高度。
奔腾汽车以卓越的性价比深受消费者的喜爱,销量一路上升,成绩惊人。
(取得的成绩)
4.市场季节特点明显,秋冬季节销售火爆
二、消费者分析
1、客户群定位
(1)出租车主;
(2)私营企业主;
(3)白领阶层的中高收入群体;
(4)国家公务员;
4
篇三:
4s店开业庆典活动策划方案
4s店开业庆典活动策划方案
对于开业庆典有一部分人这样认为开业庆典就是图个喜庆开心,但是您殊不办要是策划一场好的开业庆典活动,他能给您带来很大的利益,下面来给大家讲个4s店的庆典策划方案:
首先需要定义出这次庆典的目的希望能达到一个什么效果:
一、活动目的
培育品牌文化气息--凝聚路虎文化内涵,借此塑造本店“魅力科技”品牌文化形象;
突出品牌技术优势--以产品、服务、文化作为塑造中路虎品牌的突破口,全面展现其产品、服务技术优势;
崭露品牌个性、气魄--隆重、独特的开业方式,展现出本4s店鲜明的个性和大品牌的气魄;
汇聚人气,积累客户资源--携手媒体,整合双方客户资源,提升活动人气,加强活动的针对性、有效性、从而激发现场客户的购买欲望,促进终端销售。
空间需求会场该如何布置:
二、现场布置
1、舞台为了能够显示出层次感,更好的展示领导嘉宾的形象,更方便于新闻媒体的工作,在舞台前方用绿色植物和盆花设计漂亮的造型,使舞台显得更加大气隆重。
2、背景发布活动主题,使嘉宾一目了然。
3、入口置拱门、空飘、横幅等烘托开业仪式的火热气氛,并可做为活动地点标志。
4、地面铺上红地毯,显示开业仪式的隆重,昭显活动嘉宾的尊贵。
5、广场及道路两边插置刀型彩旗,能充分体现主办单位的热情和欢悦景象,同时又是有效的宣传品。
6、主会场右边放置签到处,以便贵宾签到用。
7、入口处放置带有真诚庆祝词的花蓝,五彩缤纷,残暴夺目,使庆典运动更激动人心。
8、礼仪小姐青春貌美,身披绶带,笑容可掬地迎接各位嘉宾,是庆典场上一道靓丽的风景。
9、军乐队在迎宾时和仪式进行过程中,演奏各种迎宾曲和热烈的庆典乐曲,使典礼显得热烈非凡。
10、展厅内设几辆车,每辆车旁站有一各小提琴手,绕车演奏。
11、在开业的现场两侧放置皇家礼炮,阵容强大,在开业仪式开业的一刹那,众炮齐鸣,五颜六色的彩花漫天舞,预示着公司像吉祥的彩花一样精彩纷层、绚丽多彩。
整场庆典活动的内容,如何安排:
三、活动流程
8:
00巡视完毕后
08:
00-9:
00礼仪小姐、乐队、等相关工作人员到现场。
09:
00-9:
30最后巡视,会场封闭
09:
30-10:
00嘉宾到场、领导嘉宾签到;军乐队轮回表演迎接来宾。
10:
00-10:
12鼓阵(活动开始)
10:
12-10:
18主持人致开幕词10:
18-10:
25领导讲话10:
25-10:
30嘉宾讲话10:
30-10:
35风中少林
10:
35-10:
45主持人请领导和嘉宾将手放在水晶球上,为4s店开业揭幕,当水晶球亮起,冷焰火,礼炮同时启动。
10:
50-11:
00领导将香槟倒入杯塔,领导举杯共同庆祝新店开业。
11:
00-11:
10主持人宣布开业仪式结束,演出活动结束。