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1、Mastertitelformat bearbeiten,Mastertextformat bearbeiten,Zweite Ebene,Dritte Ebene,Vierte Ebene,Fnfte Ebene,Slide,*,奔馳經(jīng)銷商活動(dòng)指導(dǎo)手冊(cè),Mastertitelformat bearbeiten,Mastertextformat bearbeiten,Zweite Ebene,Dritte Ebene,Vierte Ebene,Fnfte Ebene,Mercedes-BenzDealerGuidebook,Feb.18,th,2009,DEBENInternationalCo

2、mmunicationGroup,Content,(,內(nèi),容,容,),ProjectOverviewIntroduction,(,概,述,述,),ConceptOverview,(,理,念,念,概,概,述,述,),Objective,(,目,標(biāo),標(biāo),),Strategy,(,項(xiàng),目,目,策,策,略,略,),Responsibility,(,職,責(zé),責(zé),),EventModuleConcept&ImplementOutline,(,活,動(dòng),動(dòng),模,模,塊,塊,與,與,實(shí),實(shí),施,施,綱,綱,要,要,),ProjectConceptOverview,為,了,了,進(jìn),進(jìn),一,一,步,步,提,提,升,

3、升,品,品,牌,牌,形,形,象,象,，,，,擴(kuò),擴(kuò),大,大,市,市,場(chǎng),場(chǎng),占,占,有,有,率,率,，,，,MBCL,將,在,在,2009,年,針,針,對(duì),對(duì),經(jīng),經(jīng),銷,銷,商,商,的,的,各,各,類,類,市,市,場(chǎng),場(chǎng),活,活,動(dòng),動(dòng),制,制,定,定,統(tǒng),統(tǒng),一,一,的,的,模,模,式,式,與,與,標(biāo),標(biāo),準(zhǔn),準(zhǔn),，,，,以,以,規(guī),規(guī),范,范,活,活,動(dòng),動(dòng),流,流,程,程,，,，,保,保,證,證,活,活,動(dòng),動(dòng),的,的,有,有,效,效,推,推,進(jìn),進(jìn),。,。,多,種,種,可,可,供,供,選,選,擇,擇,的,的,推,推,廣,廣,活,活,動(dòng),動(dòng),套,套,餐,餐,，,，,詳,詳,盡,盡,的,

4、的,活,活,動(dòng),動(dòng),指,指,導(dǎo),導(dǎo),手,手,冊(cè),冊(cè),由,總,總,部,部,指,指,定,定,的,的,專,專,業(yè),業(yè),代,代,理,理,公,公,司,司,，,，,對(duì),對(duì),經(jīng),經(jīng),銷,銷,商,商,活,活,動(dòng),動(dòng),進(jìn),進(jìn),行,行,指,指,導(dǎo),導(dǎo),，,，,監(jiān),監(jiān),督,督,或,或,者,者,全,全,權(quán),權(quán),執(zhí),執(zhí),行,行,經(jīng),銷,銷,商,商,將,將,免,免,費(fèi),費(fèi),獲,獲,得,得,選,擇,擇,您,您,認(rèn),認(rèn),為,為,可,可,行,行,的,的,活,活,動(dòng),動(dòng),套,套,餐,餐,，,，,協(xié),協(xié),同,同,總,總,部,部,指,指,定,定,的,的,專,專,業(yè),業(yè),代,代,理,理,公,公,司,司,按,按,照,照,指,指,導(dǎo),導(dǎo),

5、手,手,冊(cè),冊(cè),予,予,以,以,活,活,動(dòng),動(dòng),的,的,執(zhí),執(zhí),行,行,經(jīng),銷,銷,商,商,要,要,做,做,的,的,選,擇,擇,您,您,認(rèn),認(rèn),為,為,可,可,行,行,的,的,活,活,動(dòng),動(dòng),套,套,餐,餐,，,，,自,自,行,行,根,根,據(jù),據(jù),指,指,導(dǎo),導(dǎo),手,手,冊(cè),冊(cè),予,予,以,以,活,活,動(dòng),動(dòng),的,的,執(zhí),執(zhí),行,行,ProjectObjective,（活,動(dòng),動(dòng)目,的,的）,Expectationsof,theCampaign,RaiseAttention,通過(guò),一,一系,列,列標(biāo),準(zhǔn),準(zhǔn)、,規(guī),規(guī)范,、,、統(tǒng),一,一的,市,市場(chǎng),活,活動(dòng),，,，進(jìn),一,一步,增,增加,梅,

6、梅賽,德,德斯,產(chǎn),產(chǎn)品,的,的曝,光,光機(jī),會(huì),會(huì)，,讓,讓更,多,多潛,在,在客,戶,戶進(jìn),一,一步,感,感知,產(chǎn),產(chǎn)品,特,特點(diǎn),。,。,經(jīng)銷,商,商規(guī),范,范活,動(dòng),動(dòng)體,系,系的,建,建立,通過(guò),建,建立,統(tǒng),統(tǒng)一,的,的活,動(dòng),動(dòng)模,式,式，,實(shí),實(shí)現(xiàn),活,活動(dòng),體,體系,的,的標(biāo),準(zhǔn),準(zhǔn)化,，,，完,成,成活,動(dòng),動(dòng)的,合,合理,監(jiān),監(jiān)管,和,和經(jīng),費(fèi),費(fèi)的,有,有效,運(yùn),運(yùn)用,，,，同,時(shí),時(shí)也,提,提高,經(jīng),經(jīng)銷,商,商的,活,活動(dòng),能,能力,。,。,Prospecting,（預(yù),期,期效,果,果）,通過(guò),組,組織,系,系列,推,推廣,活,活動(dòng),，,，建,立,立經(jīng),銷,銷商,

7、與,與客,戶,戶之,間,間長(zhǎng),期,期的,有,有效,聯(lián),聯(lián)系,，,，網(wǎng),羅,羅現(xiàn),有,有數(shù),據(jù),據(jù)庫(kù),之,之外,有,有購(gòu),買,買力,客,客戶,，,，進(jìn),一,一步,拓,拓展,潛,潛在,客,客戶,信,信息,資,資源,。,。,GenerateSales,借助,有,有效,的,的市,場(chǎng),場(chǎng)活,動(dòng),動(dòng)，,為,為經(jīng),銷,銷商,搭,搭建,與,與潛,在,在客,戶,戶交,流,流的,平,平臺(tái),，,，對(duì),已,已具,備,備初,步,步購(gòu),買,買意,向,向的,客,客戶,的,的成,交,交起,到,到推,動(dòng),動(dòng)作,用,用。,ProjectStrategy,（項(xiàng),目,目策,略,略）,切實(shí),可,可行,活動(dòng),套,套餐,的,的設(shè),計(jì),計(jì)充

8、,分,分考,慮,慮經(jīng),銷,銷商,的,的可,操,操作,性,性，,有,有效,發(fā),發(fā)揮,經(jīng),經(jīng)銷,商,商的,現(xiàn),現(xiàn)有,資,資源,，,，達(dá),到,到活,動(dòng),動(dòng)的,切,切實(shí),可,可行,。,。,多重,覆,覆蓋,多種,活,活動(dòng),模,模塊,的,的內(nèi),容,容設(shè),計(jì),計(jì)，,涵,涵蓋,了,了各,類,類目,標(biāo),標(biāo)群,體,體，,幫,幫助,經(jīng),經(jīng)銷,商,商實(shí),現(xiàn),現(xiàn)了,潛,潛在,客,客戶,的,的開,發(fā),發(fā)和,銷,銷售,的,的促,進(jìn),進(jìn)。,規(guī)格,保,保障,總部,將,將推,薦,薦專,業(yè),業(yè)的,代,代理,公,公司,以,以及,奔,奔馳,標(biāo),標(biāo)準(zhǔn),物,物料,支,支持,經(jīng),經(jīng)銷,商,商的,推,推廣,活,活動(dòng),，,，以,確,確保,奔,奔

9、馳,品,品牌,形,形象,和,和活,動(dòng),動(dòng)規(guī),格,格的,統(tǒng),統(tǒng)一,。,。,標(biāo)準(zhǔn),管,管理,標(biāo)準(zhǔn),化,化的,流,流程,管,管理,，,，由,專,專業(yè),的,的代,理,理公,司,司從,活,活動(dòng),前,前期,籌,籌備,到,到活,動(dòng),動(dòng)后,續(xù),續(xù)的,跟,跟進(jìn),提,提供,完,完善,的,的流,程,程管,理,理，,實(shí),實(shí)現(xiàn),標(biāo),標(biāo)準(zhǔn),化,化活,動(dòng),動(dòng)運(yùn),營(yíng),營(yíng)。,ProjectResponsibilitiesOverview,活動(dòng),由,由奔,馳,馳指,定,定代,理,理商,執(zhí),執(zhí)行,CENTRAL,REGINALOFFICE,DEALER,VENDOR,ProvideDealerGuidebook,DealerMan

10、agement,ProvideConcept,ProvideMBBrandingElements,SalesPersonnel,VenueRecommendation,GuestInvitation&FollowUp,GuestDatabaseUpdate,EventResultMonitor,DealerEventPlanA,pprove,ProjectProcessControl,MBBrandingElements,Management,VenueCheck,Eventon-siteManagement,ProjectProcessManagement,EventResultMonito

11、r,Eventon-siteCheck,ProvideGeneralPressRelease,Provide2/3EventBudget,EventResultReport,VenueDecorationManagement,EventLogisticsManagement,DevelopDetailEventPlan,ProjectResponsibilitiesOverview,活動(dòng),由,由經(jīng),銷,銷商,自,自行,執(zhí),執(zhí)行,CENTRAL,REGINALOFFICE,DEALER,VENDOR,DevelopDetailEventPlan,ProvideDealerGuidebook,De

12、alerManagement,ProvideConcept,ProvideMBBrandingElements,SalesPersonnel,Eventon-siteManagement,VenueDecorationManagement,VenueChoose,GuestInvitation&FollowUp,GuestDatabaseUpdate,EventResultReport,EventResultMonitor,DealerEventPlanA,pprove,ProjectProcessControl,Eventon-siteMonitor,EventLogisticsManage

13、ment,MBBrandingElements,Management,ProjectProcessManagement,EventResultMonitor,Eventon-siteCheck,ProvideGeneralPressRelease,EventResultEvaluation,Pre-eventGuidance,1,st,Week,2,nd,Week,3,rd,Week,4,th,Week,1,2,3,4,5,6,7,1,2,3,4,5,6,7,1,2,3,4,5,6,7,1,2,3,4,5,6,7,籌備,期,期,1,1,經(jīng)銷,商,商根,據(jù),據(jù),Guidebook,撰寫,活,活動(dòng)

14、,方,方案,及,及進(jìn),行,行活,動(dòng),動(dòng)籌,備,備。,2,經(jīng)銷,商,商向,奔,奔馳,（,（中,國(guó),國(guó)）,總,總部,及,及區(qū),域,域提,交,交活,動(dòng),動(dòng)方,案,案的,最,最晚,時(shí),時(shí)間,。,。,3,奔馳,（,（中,國(guó),國(guó)）,總,總部,及,及區(qū),域,域?qū)?核,核經(jīng),銷,銷商,的,的活,動(dòng),動(dòng)方,案,案，,并,并向,經(jīng),經(jīng)銷,商,商的,活,活動(dòng),計(jì),計(jì)劃,提,提出,反,反饋,和,和確,認(rèn),認(rèn)。,4,5,整個(gè)活,動(dòng),動(dòng)進(jìn)程,將,將包括,三,三個(gè)階,段,段：,第一階,段,段：活,動(dòng),動(dòng)籌備,期,期,4,周時(shí)間,第二階,段,段：正,式,式活動(dòng),期,期,第三階,段,段：活,動(dòng),動(dòng)后續(xù),期,期,4,周時(shí)間,經(jīng)銷

15、商,進(jìn),進(jìn)行活,動(dòng),動(dòng)的細(xì),節(jié),節(jié)籌備,，,，客戶,邀,邀請(qǐng),活動(dòng)現(xiàn),場(chǎng),場(chǎng)搭建,、,、彩排,，,，各類,物,物料到,位,位,3,4,5,2,Process Chart,Process Chart,經(jīng)銷商,正,正式活,動(dòng),動(dòng)期：,根據(jù)批,準(zhǔn),準(zhǔn)的活,動(dòng),動(dòng)方案,執(zhí),執(zhí)行活,動(dòng),動(dòng),記錄活,動(dòng),動(dòng)現(xiàn)場(chǎng),實(shí),實(shí)際客,戶,戶抵達(dá),的,的人數(shù),及,及獲取,潛,潛在客,戶,戶的數(shù),量,量,記錄活,動(dòng),動(dòng)產(chǎn)生,的,的銷售,情,情況,拍攝活,動(dòng),動(dòng)照片,在每場(chǎng),活,活動(dòng)結(jié),束,束后的,三,三天內(nèi),必,必須向,意,意向客,戶,戶進(jìn)行,電,電話回,訪,訪跟進(jìn),，,，并在,之,之后不,少,少于三,次,次的客,戶,

16、戶回訪,，,，在相,應(yīng),應(yīng)的“,客,客戶信,息,息管理,表,表”中,填,填寫相,應(yīng),應(yīng)的客,戶,戶反饋,記,記錄。,執(zhí)行期,后續(xù)期,1st Week,2nd Week,3,rd,Week,4,th,Week,1,2,3,4,5,6,7,1,2,3,4,5,6,7,1,2,3,4,5,6,7,1,2,3,4,5,6,7,活動(dòng)展,期,期結(jié)束,后,后,4,周，經(jīng),銷,銷商需,要,要根據(jù),要,要求進(jìn),行,行活動(dòng),匯,匯報(bào)總,結(jié),結(jié)、圖,片,片記錄,、,、實(shí)際,花,花費(fèi)的,整,整理。,并,并按照,指,指定之,間,間提交,給,給總部,及,及區(qū)域,。,。由此,完,完成整,個(gè),個(gè)活動(dòng),周,周期的,運(yùn),運(yùn)營(yíng)。,1,1,2,2,EventModuleConcept&ImplementOutline,(,活動(dòng)模,塊,塊與實(shí),施,施綱要,),整體分類,模塊,活動(dòng)形式,活動(dòng)目的,活動(dòng)經(jīng)費(fèi)投入（三星最高，依次降低）,建議執(zhí)行方,品牌推廣,客戶關(guān)系,MB Vendor,Dealer,特定日期活動(dòng),特定日期事件,1,新車上市鑒賞,/,試駕會(huì),2,經(jīng)銷商周年店慶,3,經(jīng)銷商開業(yè)慶典,公共節(jié)日活動(dòng),4,普通節(jié)日：,特色專