宝马5系新车上市发布会活动方案

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1、BMWE60TTBMWGroup6/9/2009BMW5SeriesPerfectBalance.Page1BMW5Series完美平衡之安全体验活动.ActionPackage.行动指南.BMWE60TTBMWGroup6/9/2009BMW5SeriesPerfectBalance.Page2BMW5Series完美平衡之安全体验活动.Index.目录.•ObjectivesP3目的•TargetGroupP4目标客人•EventOverviewP5-P8活动概况•BusinessLunchP9-P14商务午餐•FamilyDayP15-P30家庭日•Alterna

2、tiveoptionsP31-P50备选方案•ServiceDayP51-P56维护日•BMWSupportSummaryP57BMW支持概况•DealerSupportSummaryP58经销商支持概况•ManpowerChartsP59-60人员安排•ContactdetailsP61联系人BMWE60TTBMWGroupBMW5SeriesPerfectBalance.6/9/2009Page3BMW5Series完美平衡之安全体验活动.Objectives.目的.•ToincreaseBMWBrandAwarenessandBrandImageintheChin

3、esemarket.加强宝马在中国市场的品牌认知度和品牌形象。•Tosupportthedealerstogeneratenewprospectsforthe5seriesandBMWmodelsandthriveSales支持经销商发掘潜在客户信息并促进销量。•Tofurtherdefinethepositioningofthe5series,byemphasizingthebalancebetweenbusinessfocusandfamilyfocus.进一步确定5系的市场定位，着重突出事业和家庭的平衡概念。•Adapttheprogramtodealersize

4、andlocalmarketconditions.根据经销商规模和市场情况调整方案。BMWE60TTBMWGroupBMW5SeriesPerfectBalance.6/9/2009Page4BMW5Series完美平衡之安全体验活动.TargetGroup.目标客人.AssumedtargetIamsuccessfulandIamconfidenttostillmakemywayupevenfurther.Iliveanactivelifestyleinworkandprivately.Mycarshallindicatemysocialgroupstatus.Whi

5、leoccasionallybeingchauffeured,Imostlyappreciatethejoyofinsight:drivingmycarbymyselfexperiencingsuperiordrivingcharacteristics.假设的目标客户我成功且自信，并不断前进。在工作和生活中我积极乐观.我的车应该彰显的领悟我的社会地位。当偶尔做回司机，我体验到了超级驾驶性能给我带来的乐趣。Benefit:5Seriesperfectlycombinesmyrequirementsconcerningmy优点businessandprivatelife.I

6、treflectsmyactivepersonalityandrepresentsmyprogressivemindset.Itisengineeredforanextraordinarydrivingexperienceandoffersformealwaystheperfectsynthesisofstatusanddynamics,roominessandstyle.5系完美的融合了我对事业和家庭关注的需求.它折射出我乐观的性格，也代表了我进取的理念。它为卓越的驾驶体验而设计，永远给予我身份与力学，空间与时尚的完美统一。Focus:Symbolofachievem

7、entsinlife,youthandprogressiveness关注(…beingonthefastlane”).人生成就的象征,年青进取。EndBenefit:Publicrecognition.Selfrewarding,社会认知公众认可，自我奖励RTB:BrandBMWoffersstatus,hasmostdynamicdriving(“Reasontoperformancethroughleadinginnovationsandoffersspaciousbelieve”)comfort.相信的理由宝马标志是身份的象征，领先