Model text of automobile network marketing planning scheme (I) 1. The company brought product promotion.
During the National Day, not only did cars sell well, but there were not too many auto supplies. In order to better thank our customers during the National Day, xx supplies are in the process of making profits, and our company specially took out xx mesh grille to cooperate with the promotion plan during the National Day: in order to increase sales and better performance,
1, new car on the market
Many manufacturers will launch their own new models during the National Day to expand their product lines and improve their competitiveness. Holding this series of promotional activities requires a prelude to vigorous publicity, otherwise, it will be difficult for people to have trust in new products. In addition, there must be a necessary discount on the price.
Disadvantages of the National Day promotion of new cars: there is no comparison in price. Most people think that the listing of new cars is not necessarily the most favorable, and the more favorable ones should be behind.
2. Price reduction promotion
Due to the serious homogenization competition, the word "Didi" has become the main action of promotion. Price reduction promotion is the most common activity scheme in National Day promotion activities. During the activity, according to different models, the profit will be reduced to 1000 yuan on the basis of the original price, and the highest discount will be 10000 yuan.
There is a premise for price reduction promotion: avoid the premise of National Day, and take the opportunity to reduce the price during National Day. This method of increasing the price first and then reducing the price is not sincere enough in the eyes of most customers.
3, National Day car gift package
In order to attract consumers to buy, buying a car and giving gifts is also a common way for dealers. Gift packages that can be sent include: fuel card, car film, car damage insurance, commercial third party insurance, theft insurance and vehicle personnel liability insurance, excluding deductible insurance.
This is the most commonly used way for car dealers, that is, giving the necessary amount of gifts to car buyers. Recently, more and more people send GPS. If there is such a word as "value package" in the advertisement of car dealers, it basically belongs to this category. Of course, there are also 4S stores that provide inventory.
Step 4 reward old customers
Recommended by friends and colleagues, this is the decisive factor that affects most consumers to buy a car. In automobile marketing, this is called word-of-mouth effect. Therefore, car dealers have used their brains in this regard. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy cars will receive thousands of dollars in rewards. If friends and colleagues really say how good the car he drives is, it's strange not to be moved.
5, packaging sales
Guaranteed sales means getting a good license before sales. When xx issued the "88" license plate, xx FAW dealers adopted the promotion method of packaged sales. Because the license plate number starts with "88", these vehicles are very popular, and the only eight chartered cars of the dealer were robbed.
6. Buy a car with an interest-free mortgage
After the car buyer pays 50% of the car payment, the balance needs to be paid off within two years. A car of about 200,000 yuan can save at least 654.38+0,000 yuan in interest if it is purchased by interest-free mortgage.
The central point of the holiday promotion plan must be "really giving customers a discount", which is also the premise of promotion. By holding activities to attract more consumers and related people, automobile promotion activities are becoming more and more abundant and wider, and gradually form a group activity. In addition, the National Day preferential activities can carry out free testing activities in autumn, including 2 1 testing data. The national day car purchase promotion not only plays a propaganda role, but also helps the business in the second half of the year and boosts morale.
I wish our customers a happy National Day in advance! Sales performance reached a new high!
Model text of automobile network marketing planning scheme (II) Since xx automobile entered the xx market in 2000, after X years of development, it has been recognized by the majority of users, and the market sales volume is increasing day by day. Now the xx market has reached nearly 8,000 units.
Xx Investment Development Co., Ltd. officially represented the sales of xx brand cars in July of xx. The company invested 2 million yuan to build the standard xx4s store, which was formally established in X year1October 26th 10, with a total area of 3,000 square meters. It was the largest xx4S store in XX area at that time. Since its operation for one year, the sales volume has risen sharply, and it has steadily occupied the market share of economical cars in xx.
In X years 1 month, xx cars sold 8,000 units a month, becoming one of the dazzling economical cars in China automobile market. In order to make a greater breakthrough, xx Group has specially launched a series of promotion policies. In X years, our company obtained the exclusive distribution right of the whole series of xx cars in xx area, and more importantly, it enhanced the overall image of xx car brand. Donate Project Hope in the name of the owner, enhance the social image of xx automobile and xx company, and promote the terminal sales in xx area.
In the face of fierce competition in the sales market, we should do a good job in service and take service as the foundation of survival. Only real value-added services can enhance the reputation of enterprise products and let products spread through word of mouth until sales are realized. The establishment of xx4s shop has enabled xx car users to enjoy the quality service of 4s shop standards, but this is far from enough.
The automobile market in China has entered a fierce competition situation, and many merchants of different brands and grades are constantly launching overwhelming advertisements and promotions to compete for customers' attention.
In the face of such competition, our xx brand should bring forth the old and bring forth the new, seize the "heart" of customers, and carry out more public relations activities with less investment and good results to achieve multiple goals.
I. Market analysis
Xx cars, which made brilliant achievements in China automobile market in X years, still maintained strong growth in X years, and their sales volume broke the historical record. In February, the sales volume reached a new high, breaking the 654.38+0 million mark. In February, the total sales volume of xx automobile market was 1 1438 vehicles, an increase of 2326 vehicles (25.5%) compared with1October. The sales volume of xx car terminals in our company was 78 units in June, and increased to 15 1 unit in February, with a year-on-year increase of 93.5%. In the same period, the competitive vehicles such as Changan Antelope (186-173 =13) increased by 7.5%, and Tianqi Li Xia increased by 20.5%(4 1-34=7), etc. This month, the sales volume of cars was relatively economical, and the sales trend of xx cars in xx market was good.
Second, customer group analysis
By means of database retrieval, telephone interview and owner discussion, our company investigated the owners of 182 xx in the database according to the factors such as vehicle type, owner's gender, age, education, occupation, use and whether they have extensive love.
Statistical analysis of the survey results: xx car is a domestic economical family car with excellent cost performance, and its owners are mostly concentrated in male consumer groups with annual household income of 50-80 thousand and 25-45 years old; Most of the occupations are middle managers, followed by private owners and marketing personnel; Users buy xx cars mainly for rational needs, traffic is dominant, and business needs are secondary. Among them, car owners who have extensive love and often give alms account for the vast majority. Most customers report that they have long wanted to help poor children go to school after their lives are getting richer. They have been forced to devote their love to people around them for a long time, but they have not done this charity, which shows that most car owners are still caring, charitable, enthusiastic about public welfare undertakings and concerned about social development.
Xx builds a caring bridge for millions of caring car owners. Since March this year, whoever buys a xx car, xx Company will donate 300 yuan to a child who is out of school in the name of the owner.
Third, the idea of activity planning.
Our company launched a preferential car purchase activity with the theme of "helping out-of-school children and praying for the safety of car owners".
Children are the future and hope of the motherland. Children who are extremely poor but academically gifted need social support and attention. Take this as the theme and plan activities. On the one hand, give car owners preferential treatment to meet their personal material needs, and at the same time let them contribute their love to the society and meet their higher social needs. From Maslow's theory of human needs, it is more easily accepted by society, and at the same time, it will establish a good social image of automobile brands and companies. On the other hand, it contributes to social education by donating children who are out of school in poverty-stricken areas.
Fourth, the significance of the event.
Through this activity, news and public relations hype will be carried out on xx brand, xx group and exclusive agency companies in xx area, so as to enhance the brand image of xx, expand the visibility of xx company, improve its reputation, and finally promote the promotion of marketing and after-sales service, thus creating rich social and economic values.
Verb (abbreviation of verb) Introduction to the donor area and students (see Annex II)
Specific activity planning of intransitive verbs
(1) Activity time: from March 1 in X year.
(2) Activity theme: "Buy xx car to help out-of-school children".
(3) Estimated number of donors: 1 1,000.
(4) Organizer: xx Holding Group Automobile Sales Co., Ltd. ..
Organizer: xx Investment Development Co., Ltd. ..
Partner: xxx.
Co-organizer: xx Office of xx Province.
Tel:.
Activity organization and function (see attached table for details)
(5) Donors: all car owners who bought cars in xx during the activity.
Donation target: students with excellent academic performance in poor areas of Zunyi City.
(6) Method of donation:
In the early stage of the activity, with the amount of xx yuan/trolley (50% for xx Group and 50% for xx Company), the owner donated outstanding out-of-school children in poverty-stricken areas in the name of the car owner, and the information of out-of-school children was selected by the owner himself. Our company will remit the owner's information and mailing address, including the donated money, to the designated school, and the school will inform the recipient to write to the donor. In the later stage of the activity, it will promote one-on-one social donation to public welfare undertakings between xx car owners and children who have dropped out of school. After one year of this donation activity, it is up to the owner to decide whether to donate or not.
While choosing a car, choosing the recipient is a cultural and charitable achievement. In addition, after the preparatory work, a press conference will be held and a formal donation ceremony will be held.
Seven, late and near
After this activity, we will organize the following activities in the later period to continue the follow-up report:
1, this year's Children's Day, our company will invite out-of-school children and school representatives to get together in xx.
2. Follow up the study and life of the aided students in the later period of xx and the local mainstream media, and publish soft articles with eye-catching titles and novel ideas in a rhythmic and planned way. Establish a good communication mechanism with the government and the media, cooperate closely and cooperate closely, and strive to put all-round advertisements in xx and surrounding areas with the lowest investment.
3. In the later stage, we will set a discussion theme for this activity, carry out the "Giving Love" manuscript collection activity, and issue a proposal to set off a donation climax in the society.
4. In the later stage, it will help xx Automobile and the aided students complete their junior high school or senior high school studies. At the same time, establish and improve detailed personal files of poverty alleviation donors for follow-up work.
Eight, advertising
1, advertising strategy:
According to the actual situation of companies and brands, the general idea is to concentrate limited advertising resources, that is, to concentrate on strength, release and breakthrough, rather than "spreading hot spots".
2, the focus of advertising:
Buy xx in spring, and xx will bring you eternal spring. Buy a xx car, and there will be one less out-of-school child. Xx wishes the good people in the world a safe life.
News public relations hype is the first choice to enhance and strengthen the brand, followed by hard advertising.
3, the way of advertising:
Cooperate with news reports, banners, pop advertisements and distribute materials.
Model essay on automobile network marketing planning scheme (III) I. Activity background
With its brand awareness and reputation at home and abroad, xx's sales have increased greatly over the years, which is well-known. At the same time, it has become xx's dream and ambition to provide higher quality service at the right time, meet the needs of consumers, let people who know how to live enjoy life better, and provide the best quality and most influential service for the market. With the help of public welfare activities, xx Automobile will enter the community and square, and have zero-distance contact and interaction with the target customers, which will attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in the hearts of the people, gain further recognition from consumers, and eventually become the most loyal customer of xx Automobile.
Second, the purpose of the activity
1. Perfect combination with the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high grade to meet consumers' psychological needs.
2. Take advantage of people's longing for simplicity in summer, and launch personalized, fashionable, simple and commonweal activities to let consumers experience the simple mood in summer.
3, through the combination of brand and public welfare, improve the media hype and promotion.
4. Through a series of activities, shorten the distance between consumers and xx, and enhance the brand image of the company.
Third, the focus of the activity
1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.
2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.
3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.
4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.
Fourth, the effect evaluation
1. After this series of activities, it will bring a qualitative leap to xx car sales. The market will have a higher level of clear understanding and impression on xx cars!
2. It is bound to become the focus of social and media attention. It plays a great role in establishing the brand image of xx automobile and spreading the brand image!
Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)
Activity information of intransitive verbs
1, "Caring for Children to Achieve the Future", an interactive activity jointly organized by xx Automobile and a large community, attracted many children in the community to participate enthusiastically. With the help of teachers and parents, the children drew their favorite xx car-"My favorite xx children's painting tour". Give full play to children's imagination and enthusiasm for cars.
2. "The taste of life is extraordinary."
"xx Quality Life Noble Night", together with the owners, * * * learn extraordinary things, taste life, and * * * share quality life to bring success and joy. Cars, wine, Latin performances, and all kinds of exhibits blended together to bring a perfect event. Share extraordinary moments, pass on quality life, share xx quality life with the majority of owners, and bring success and joy.
3. "Test Drive to Realize Dreams"-XX Perfect Driving Sharing Activity, a one-day deep test drive treasure hunting experience from Conghua Road, allowing customers to add more simple elements while experiencing vehicle performance. During the period, all kinds of road experiences of urban roads, expressway, expressway sections and township roads will make you fully appreciate the fun of driving in xx. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.
4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the community owners. Open movies bring a warm feeling to everyone. Although it is not as shocking as the cinema, it brings more memories and fun for the whole family to watch together.
5. Public lecture on automobile safety
The host and guests will turn professional automobile knowledge into easy-to-understand real cases and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Having the opportunity to meet car owners and bring them a safe car life concept is to advocate that car owners can enjoy the fun brought by cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.
6, automobile daily maintenance lecture
7, online car market, car source, modification and other consulting activities.
8. Solicit opinions and suggestions on the spot.
9, car models, beauty performances
10, car audio, car modification (cool car) exhibition
During the activity, many customers experienced the essence of xx brand "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of xx, and brought more customers distinguished enjoyment.
Seven. field service
Service 1: Car owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be used in cash when buying a car.
Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And apply for a 60% discount maintenance membership card on the spot.
Eight. Integration of resources
Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.
Nine, joint marketing
At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.