翼虎Annual PR Communication Scheme 年度公關傳播方案

翼虎2015KUGAAnnualPRCommunicationScheme年度公關傳播方案1Trends趨勢中國傳播機構TableofContents目錄BackgroundAnalysis工程背景分析PRCommunicationStrategy公關傳播策略PRCommunicationExecution公關傳播執(zhí)行AboutTeamandCompany團隊及公司簡介2PART1Background

背景Analysis分析134January,2021,KUGAwaslaunched,anditsannualsalesvolumewas95,0002021年01月翼虎上市年銷量9.5萬輛December,2021,kUGAwasrecalled2021年12月翼虎召回August,2021,itssalesvolumereached100,0002021年08月翼虎銷售破10萬輛January,2021,updatedKUGAwillbelaunched2021年01月改款翼虎上市Withsecurity&intelligence,newKUGAwillbelaunched.WhatchallengesandopportunitiesKUGAwillfacein2021?平安智能，煥新上市2021面臨哪些時機和挑戰(zhàn)？57%KUGAshares7%inC-SUVmarket翼虎占整體C-SUV市場約7%的份額11.2%C-SUVmarketsegmentsharesC-SUV細分市場占有率5Ranking5thinC-SUVsalesC-SUV市場銷量第五名1.1%KUGA’sgrowthrate:1.1%,whichislowerthanthatofitsmainrivals翼虎增長速度1.1%，低于平均增長率但高于主要競品BackgroundAnalysis-Marketprofile背景分析——市場概況Sustaining,soundandrapid-growingC-SUVmarketbringspotentialspaceforKUGA’sdevelopment持續(xù)健康快速增長的C-SUV市場，給翼虎帶來了廣闊的開展空間6Tiguan途觀188,540臺CR-V121,454臺Kuga翼虎100,361臺X-Trail新奇駿75,174臺12.8%-0.9%8.2%-3.5%6.8%1.1%5.1%4.3%Tijuana'sgrowthrateisdecliningthoughstillleadinginC-SUVmarket.CR-V’sgrowthrateisdecliningtoothoughsharing8.2%byitspreviousaccumulation.X-Trial’ssalevolumeaccountedfor5.1%inthismarket,anditisanewchallenger.途觀仍然在該細分市場份額保持領軍地位，但增速已經(jīng)開始下滑。CR-V憑借多年的吃長積累仍然占據(jù)8.2%的份額，但是增速已經(jīng)開始大幅度下滑新奇駿上市增長迅猛，獲得5.1%的市場份額，是強勁的挑戰(zhàn)者BackgroundAnalysis-CompetitiveContext背景分析—競爭環(huán)境Byitsorientationanditsbrandimpact,KUGAgainedsteadymarketperformanceagainstolddominatorsandnewstars.得益于產(chǎn)品定位及產(chǎn)品力的優(yōu)勢翼虎面臨老牌統(tǒng)治者和新進入者的的雙重壓力下，獲得了穩(wěn)定的市場表現(xiàn)7-HeatedFrontWindow

前風擋加熱AirBag-Knee(Driver)駕駛員膝部氣囊LKA

車道保持輔助系統(tǒng)DriverImpairmentMonitor駕駛員疲勞提醒系統(tǒng)BLIS盲區(qū)監(jiān)測系統(tǒng)HandFreePowerLiftgate感應式電動后備廂尾門Bestinclass同級領先RollStabilityControlRSC翻滾穩(wěn)定系統(tǒng)CitySafety

低速行車安全系統(tǒng)AdaptiveCruisingControl自適應巡航系統(tǒng)SYNC車載多媒體語音通訊娛樂系統(tǒng)Uniqueinclass同級獨有Enhancedconfiguration增強配置1.5TEcoBoostand6

–gearSelectshiftprovideunparalleledperformancewithsmallervolume1.5TEcoBoost+6速Selectshift以更小的體積提供無與倫比的性能Auto-Start-Stopgivesmorepowerandlessfuelconsumption,anditismoreenvironmental發(fā)動機自動啟停功能,動力更強，更省油而且環(huán)保。BackgroundAnalysis-ProductsAnalysis背景分析—產(chǎn)品分析8Q3AllNewQ4ICAQ4AllnewTiguanRAV-4ix35Volkswagen’smasterpieceof30yearsAproductofmightybrandandcarowners’favorBrandnewappearancedesignMoretechnologies,likepaddleshift,automaticparking,intelligentfatiguedetectionandintelligenthigh-beamlights,etc.Years-accumulatedinfluenceAttractivepriceorientationFueleconomyItspringsupwhenJapanesecarsfadeinChinaAppearanceattractsyoungconsumergroupAttractivepriceorientationItiscompetitiveinpowerandtechnologyequipment,asitprovidesvariousoptionsfor1.5Tcarstoattractivedifferentpotentialcustomers.CarsofJapanesebransareattheirdecliningthesetwoyears.Thus,KUGAhaslargeadvantagesonquality,safetyandtechnologies,etc.CarsofJapanesebransareattheirdecliningthesetwoyears.Thus,KUGAhaslargeadvantagesonquality,safetyandtechnologies,etc.BackgroundAnalysis-CompetitionAnalysis9Q3AllNewQ4ICAQ4AllnewTiguanRAV-4ix35大眾30年力作強大的品牌和用戶口碑積淀全新外觀設計添加更多科技配置，如撥片換擋、自動泊車輔助、智能疲勞檢測、智能遠光燈等多年市場積累的影響力有吸引力的價格定位燃油經(jīng)濟性在日系車下滑的機遇下，現(xiàn)代近兩年發(fā)展迅猛外觀設計吸引年輕消費群體定價具有吸引力在動力和科技配置上具有抗衡能力通過1.5T車型，在動力和定價上提供差異化選擇，吸引交叉人群；日系品牌近兩年市場份額下滑嚴重。在產(chǎn)品品質、平安、科技等方面翼虎具有較大優(yōu)勢日系品牌近兩年市場份額下滑嚴重。在產(chǎn)品品質、平安、科技等方面翼虎具有較大優(yōu)勢背景分析—競爭分析102014Q2PurchaseFunnel2014年第二季度購買漏斗FordKuga福特翼虎VolkswagenTiguan大眾途觀HondaCR-V本田C-RVX-Trail新奇駿ToyotaRAV4豐田RAV4HyundaiIX-35Familiarity熟悉度899387638487FavorableOpinion

喜好度808168636468Consideration

購買考慮698162555865Shopped購買評估24362741420Intention

購買意愿151610129BackgroundAnalysis-BrandImage背景分析——品牌形象KUGA’s“familiarity〞followsafterTiguan’s,butitsfamiliarityislesspossibletoconvertintopurchase.“Safety〞and“reliability〞arethemainreasonsforcustomers’refusal.“熟悉度〞緊隨群眾途觀，但購置轉化低?！捌桨残渊暫汀翱煽啃渊暢蔀橛脩艟芙^選擇翼虎的主要原因11

%ImageAssociationFordKugaVolkswagenTiguanHondaCR-VHyundaiix35HyundaiTucsonKiaSportageKiaSportageRNissanQashqaiNissanX-TrailToyotaRAV4成功Successful423119281617162330423022181921191626自信Confident373722312221191629362528242720192427像我一樣APersonLikeMe

42

292023162224201935

1831

221926171818可信賴的Reliable432828241718262732493123292221282529樂觀的Optimistic362931332326292227312729202726212625BackgroundAnalysis-BrandImageKUGA’s“highquality"and“reliability〞declinesfastercomparedwithitsrivals背景分析——品牌形象翼虎在“高品質〞和“可信賴〞上相較競品下降很快WOManycompetitors’actionsin2021(ix35allnew,TiguanallnewandICAinotherbrands)2021年有大量競品產(chǎn)品動作〔群眾途觀、ix35全新款，全新款及其他競品的小改款車上市〕Negativeinfluenceonbrandstillexists負面口碑對品牌影響持續(xù)存在，第三季度喜好度大幅下降Significantdeclineoncustomers’recognitionof‘safety’and‘reliability’消費者對翼虎“平安性〞和“可靠性〞的感知有顯著下降Customers’recognitionof‘fuelconsumption’and‘smallroom’.消費者對于翼虎有“高油耗〞和“空間小〞的認知Inventorypressurefrom2021model大量2021款車型庫存壓力BrandReputation品牌聲譽Competition競爭MarketProduction市場產(chǎn)品IncreasingtrendinC-SUVsegmentmarketconsistently,plusmarketshareofmainJapaneseandKoreancompetitorsdecreasegraduallyC-SUV市場持續(xù)且穩(wěn)定的增長，且日韓主要競爭對手市場份額逐漸遞減KugaICAimprovesfuelconsumption,safetyandcomfortwhichkeepsitsleadingpositioninsame-levelproducts翼虎小改款的產(chǎn)品更新，在油耗、平安和舒適度方面都有所提高，保持產(chǎn)品同級領先的地位ICAUpdatedICA改款Excellentperformanceinfamiliarityandfavorableopinion,competitivetoTiguan.翼虎的品牌熟悉度表現(xiàn)出色，僅次于群眾途觀Kuga’smarketsharekeepasegmentleadingpositionafter2yearslaunch翼虎上市兩年，市場份額保持在細分市場領先地位Accuratetargetingoncustomersandmarkets對于消費者、產(chǎn)品的市場定位準確Excellentpowertrainandintelligenttechnologyinthesegment.產(chǎn)品同級領先的卓越動力和智能科技1213Issues挑戰(zhàn)HowtodrivepositiveWOMofcustomerstoenhancepurchasingconsideration如何提升消費者正面口碑，提升購置考慮Howtoachievesalesobjectiveunderthecompetitivemarketsituation如何在競爭劇烈的市場環(huán)境下，完成銷售目標Opportunities機遇IncreasingofmarketshareofC-SUVsegment,plusmarketshareofmainJapaneseandKoreancompetitorsdecreasinggradually.C-SUV細分市場持續(xù)且穩(wěn)定的增長，且日韓主要競爭對手市場份額逐漸遞減KugaICAimprovesfuelconsumption,safetyandcomfortwhichkeepsitsleadingpositioninsame-levelproducts.借助C520ICA的產(chǎn)品更新，帶給消費者煥然一新的產(chǎn)品及品牌形象14MarketGoalsandCommunicationGoalsTodrivemoreWOMforKUGAAndrebuilditstrustof“safety”and“reliability”ToexpandpowercommunicationsuperiorproductsConsolidateanddeepenitsleadingimageinintelligence.BuildatotallynewbrandAchievesalestargetCommunicationgoalsMarketgoals15市場目標與傳播目標為翼虎創(chuàng)造更多“正向口碑”重塑翼虎“安全”“可靠”的信賴感擴大優(yōu)勢產(chǎn)品力傳播鞏固和加深在智能上的領先形象打造煥然一新的品牌形象完成銷售指標傳播目標市場目標WOMofTransmissionSituationamongKUGAOwners-TheOwnersAcceptKUGA’sAdvantages

162013年3月—2014年7月翼虎VS途觀銷量對比Mr.Wang(ownerofKUGA):KUGA’s2.0TpowerismuchlargerthatthepowerofTiguan,butitspriceislower;inaddition,itsappearanceismuchbetterandyoungerthanTiguan’s.Mr.Liu(ownerofKUGA):AmericancarsaremuchstrongerandheavierthanJapanesecars,andtheirtechnologiesarericher;inaddition,theirappearancesarebetterthanVolkswagencars.ThetrueKUGAownersaccepttheadvantagesofitsappearance,technologies,powerandFordbrand.Salesvolumeover10,000isalsoanapprovalofKUGA.翼虎車主人群口碑傳播現(xiàn)狀——現(xiàn)有車主認可產(chǎn)品優(yōu)勢172021年3月—2021年7月翼虎VS途觀銷量比照翼虎車主王先生：“翼虎的2.0T在動力上要比途觀高出一大塊，但是價格卻比途觀1.8T的還要低。另外，外觀也很漂亮，很年輕”翼虎車主劉先生：美國車比日本車結實，另外科技的配置特別多，整體也比大眾更加年輕漂亮。真正的翼虎車主，在外觀、科技配置、動力及福特品牌上固有的優(yōu)勢。月銷量過萬也是對產(chǎn)品肯定的證明18WOMofTransmissionSituationamongKUGAOwners-VocefromTrueOwnersAreHidded翼虎車主人群口碑傳播現(xiàn)狀——真正車主聲音被壓抑“Capper”“車黑”“Shill”“車托”“Ostrich”“鴕鳥”Themainstreamplatformsarefullofcondemning,andtheyarequarrelplatformsnow.KUGAismoldedgoodfornothingbysuchquarrels.However,thetrueownersdarenotsayanythingin“publicvoices〞主流口碑平臺罵聲一片，論壇淪為吵架平臺。翼虎在網(wǎng)絡輿論中被塑造的一無是處，真正的翼虎車主在強大的輿論聲浪下不敢發(fā)聲Issues挑戰(zhàn)20萬Happy車主200,000HappyownersOpportunities機會DerogatoryWOM負面口碑ToreleaseWOMfromtrueowners

TorebuildKUGA’s〞highquality〞and“reliability〞

釋放被壓抑的車主口碑

重建翼虎品牌“高品質〞“可靠〞的品牌形象19CoreTasksforPRCommunication公關傳播核心任務PART2PRCommunication公關傳播Strategy策略22021HowtoRebuildKUGA’sBrandImageThroughCarOwners?如何利用車主重塑翼虎品牌？22“TecentCharityHiker”advocatesaconceptof“everyonecontributestocharity”.Asspokespersons,Tecentuserstelltheirowncharitystories.Therefore,Tecent’scharitypropositionwillbedelivered.ItmakesMIuserstotechnologyfanciers.Thus,MIfansbecomethebestspokespersons.MOMOisatypicalexampleoftransition.Itstartsfromuserstochangeitselfasaspecialistofinterests,transitingfromasex-seekingsoftwaretointerestscommunity.OutofBox—LetOwnersSay23騰訊“益行家”項目，倡導“”人人公益”理念。讓用戶代言，讓用戶講述自己的故事。通過用戶的主張，傳達騰訊公益的主張將小米用戶塑造成科技發(fā)燒友，從此發(fā)燒的米粉兒成為了小米最好的品牌代言利用用戶轉變品牌形象的最典型案例。陌陌洗白從用戶開始塑造用戶興趣專家的形象，將品牌從約泡神器像興趣社區(qū)轉化他山之石—讓用戶講故事24WhatStoriesWillKUGAOwnersTell?

翼虎車主會講述怎樣的故事？25C520userslongforresearchingnewexperiences,andtheyarealsofamily-orientedcitydwellers.ConsumersAttitudeLongingfornewexperiencesDon’twanttomisswondersinlifeLookingfornewexperienceInfavoroffreedomandfamily-orientedInformationfrom:C520orientationstudyC520Use-Driveincity-betweenhomeandcompany-Personnelorfamilyleisureandsocialactivities-Searchincityneighboringareaandshorttravelinweekendsorholiday-MorespaceneedforfamilyInformationfrom:C520orientationstudyPopulationstatisticsMale,35，married，withchildren?White-collarworker,administrator?Averagemonthwage15,000,oraboveInformationfrom:C520orientationstudyAttitudetocarsSportyanddifferentCaristheextendofpersonalcharacter-theyaremodern,fashionable,different,andoutdoor&funnythingsloversTheywantcarsthatcanmotivatethemselves;fashionandsportsthatcanmeettheirdemandsinlivesaswellasfortheirfamilies.Informationfrom:C520orientationstudyInsighttocoreconsumersFamily-orientedandlookingfornewexperiencesWorkProperpressureisbetter? Alwaysbalanceworkandfamily,andwillgiveupowntime;family-orientedandinvestforfuture? Successguiding,receivepressureandconvertittofactorforwards.? BalanceworkandfamilyInformationfrom:C520orientationstudyLifestyleNeveridleWidesocialcontacts–Positive/busy,sanguineinsocialactivitiesEnjoythetimewithfamily－OutdooractivitiesEasytogetalongwith,andhumorousInformationfrom:C520orientationstudyAnalysisofKUGATargetPopulation26C520的消費者是渴望探索新的體驗，同時也照顧家庭的需求的城市人。態(tài)度

期待新的體驗不想失去生活中的精彩找尋新的體驗想要自由，但仍然顧及家庭信息來源:C520定位調研C520使用‐主要在市內開車–在住所和公司間行駛

‐個人及家庭休閑及社交-探索城市周邊地區(qū)，周末及假日短途旅行更多的家庭空間需求信息來源:C520定位調研/2011NCBS人口統(tǒng)計學35歲男性，已婚，有孩子

白領雇員，管理層

平均月薪1萬5或以上信息來源:2011NCBS對車的態(tài)度

動感&與眾不同汽車是自己性格的延伸–他們是現(xiàn)代，潮流，與眾不同，喜愛戶外和有趣事物的城市人想要一輛能激發(fā)自己的車，一輛能靈活滿足自己生活的時尚，運動型汽車，而同時又滿足自己家庭的需求信息來源:C520定位調研/2011NCBS核心消費者洞察消費者既顧家又渴望新鮮體驗的人工作

適時的壓力是好的總是在平衡工作和家庭，愿意犧牲自己的時間，但不忘家庭，投資未來。成功導向，接收壓力并且把其作為正面因素前進。平衡工作和家庭信息來源:C520定位調研/2011NCBS生活方式

永遠不閑著廣泛的社交網(wǎng)絡–社交中積極/忙碌，開朗

享受與家人在一起的時光－戶外活動易相處，有幽默感信息來源:C520定位調研翼虎目標人群分析AnalysisofKUGAOwners

翼虎車主人群分析27FudanUniversityAnalysisReportofChineseIntergenerationGroupFeatures復旦大學?中國代際群體特征分析報告?KUGAOwners翼虎車主hasbothcharacteristicsof70sand80s兼具70后和80后的雙重特質KUGAOwners-NewHardCore,75-85Generation

翼虎車主——屬于社會新中堅力量的75-85一代28Ownersatthirties…而立之年的他們……Mostofthemaremarriedandbecomeparents.Theyhavemadeslightlyachievements;Theyattachimportancetofamilyandlivingquality,andaregladtostaywithfamily.Theyhavewidesocialcontacts,varioushobbies,andlovesports;Theyarestillfullofjuicethoughtheirages.他們大都結婚并且當上了父母，他們在事業(yè)上已經(jīng)小有成就他們重視家庭和生活品質，喜歡和家人在一起他們社交廣泛、愛好豐富、喜歡運動他們雖然有些不那么年輕，但仍充滿活力Theyareprogressiveandreliable…他們先進且靠譜兒……Theyareexperiencedandsophisticated,butstillhonest;theywellknowrules,andpreparedtomakerues;comparedwith65-75generation,theyaremoreprogressive;comparedwith85+95,theyaremorereliable.他們成熟圓滑，但仍然保有真誠；他們熟悉規(guī)則，也時刻準備著重新定義規(guī)則與65-75一代相比，他們思想先進；與85-95一代相比，他們更加靠譜KUGAOwners-NewHardCore,75-85Generation

翼虎車主——屬于社會新中堅力量的75-85一代29TheycareaboutsocietyUnlikepreviousgeneration,theydidnotgettoomuchnegativeenergyinthespecialdecades.Thus,theyaremoresunny,butnotarrogantlike90s.Theydeeplyknowsocietyhasfundamentalinfluencetotheirlives,likehouseprice,quota,andlicense-platelottery,etc.Therefore,theyhavemorecivicawareness.Theyarechangingtheworldbythemselves.TheyoftensharecharitytopicsinMoments,astheybelieveshowingloveisapsychologicalneedforvaluedemonstration.However,theyhaveindividualjudgesforcharitysotheyoftenrefusebeggars.KUGAOwners-NewHardCore,75-85Generation

翼虎車主——屬于社會新中堅力量的75-85一代30他們關心社會……他們不像再早一代的人，他們沒有在特殊年代吸收過多負能量所以，他們更加陽光，且不像90后那么自我他們深知社會對自己的生活有著根本的影響，房價、限購、搖號都和生活息息相關所以，他們更具公民意識，他們正在身體力行的改變社會他們經(jīng)常在朋友圈分享公益話題，表達愛心也是彰顯價值觀的一種心理需求但，他們對于公益有著獨立的判斷，他們往往拒絕行乞者翼虎車主——屬于社會新中堅力量的75-85一代31Theybegintobereasonableandgladtoreadandshareknowledge.他們開始理性，喜歡閱讀和分享知識Oncestimulated,theirsenseofcollectivehonorwillspark.Afterall,theyweremoreeducatedwithcollectivethoughtthan85s.但一旦被激發(fā)，他們內心久違的集體性榮譽感也會迸發(fā)畢竟，他們的少年時代被灌輸了比85后更多的集體思想KUGAOwners-NewHardCore,75-85Generation翼虎車主——屬于社會新中堅力量的75-85一代32TheyaretransitioningfromyouthtomidageTheywerebornin1975-1985Theyarethenewhardcoresinsociety,wishingtoexpresstheirproposals,andwithgiveouttheirtemperature.他們處于青年和中年的過渡期他們是75-85一代他們是屬于社會的新中堅力量渴望表達自己的主張渴望釋放自己的溫度KUGAOwners-NewHardCore,75-85Generation

翼虎車主——屬于社會新中堅力量的75-85一代33AnnualPRCommunicationTopics

34Releasingisawaytoexpress,andsoultemperatureispersonalattitude.Toreleasesoultemperatureisthoroughself-expression.Runthroughemotionalappealof“temperature”,andcallownerstogether.Concentrateandamplifyowner’svoicesviamutualcommunicationsandprogressiveinteractions,andstimulateowners’participationandmakeowners’imagemoreoutstanding.Releasesoultemperature

年度公關傳播溝通主題35釋放是一種表達，心靈的溫度是個人的態(tài)度。釋放心靈的溫度就是徹底的自我表達。全年貫穿“溫度”的感情訴求，聚合車主通過相互關聯(lián)，互相遞進的活動，集中放大翼虎車主的聲音，激發(fā)車主參與，鮮明化車主形象，釋放車主的口碑。釋放心靈的溫度36KUGAownersareresponsible,enthusiasticandreliable翼虎車主有責任、熱心腸、值得信賴KUGAisreliableandquality翼虎品牌可信賴、有品質WayforCoreTaskinPRCommunication-ToMakeOwnersastheBestSpokesmen公關傳播核心任務達成路徑——讓車主成為品牌最好的代言QINGCharityevents輕公益事件Arouseowners’emotionalresonancesandattractowners’involvementthroughQINGCharityevents,whichhave“temperature〞,attitudes,tastesandinterests.Shapeowners’imageasenthusiastic,responsibleandreliable,andshapeKUGA’simageassafe,high-qualityandreliable.通過有溫度、有態(tài)度、有品位、有趣味的輕公益事件，激發(fā)翼虎車戶情感共鳴，吸引車主參與體驗。塑造翼虎車主熱心的，有責任的，可信賴的正面形象，塑造翼虎品牌平安、高品質、可信賴的品牌形象37WhichMediaWillInfluenceThem?哪些媒體可以影響到他們？38MediaSelectionStrategy-Targetpopulationgetinformationviainternet,thuscommunicationandinformationretrievalbecomerigiddemands.ChinaisnowaplacewherealmostallpeopleuseInternet.Internetisroundlybecomingmobilization.TargetpopulationarethecoreusersofInternetCommunicationandinformationretrieval

becomerigiddemandsInstantcommunicationtools,suchasQQandWechat,arenecessarycommunicationmediums.39媒體選擇策略——目標人群觸媒全面網(wǎng)絡化，溝通和信息獲取成為剛需中國已經(jīng)進入全民上網(wǎng)時代，網(wǎng)絡使用開始全面地移動化目標人群是網(wǎng)絡的核心使用者溝通、信息獲取成為兩大剛需即時通訊工具如QQ和微信成為了，人們日常生活必須的通訊工具InformationGatheringActivities(%)

PositiveImpact(%)

FordKugaVolkswagenTiguanHondaCR-VToyotaRAV4FordKugaVolkswagenTiguanHondaCR-VToyotaRAV43rdPartyOnline53635153

42534241Friends&Family5262464546543636ManufacturerWebsite3841363029282924SawRecentlyIntroducedModels3632303026242219Saw/HeardAnyAdvertising3639292926281718Saw/ReadAnyLocalNewspaperAds3231252621161413Heard/ReadTV/RadioNewsOrNewspaperArticle3036242619191313SocialMedia(YouTube,Weibo,Facebook,Blogs,etc.)2431222517171417MailFromManufacturer/Dealer1617151998109DroveOne16261713112098Receivede-mailfrommanufacturer/dealer12121195442=Significantlyhigher/lowerthanFordKuga.=Significantlyhigher/lowerthanpreviousquarter.Theinformation/positiveinfluence,whichconsumergatheredfrom3rdpartyonlineorfriend/family,islowerthanTiguan.消費者從第三方網(wǎng)站或朋友/家人處得到的信息或正面影響低于途觀3rdPartyOnlineisthemostimportantsourcethatconsumergatheringinformation.第三方口碑傳播是最重要的獲取信息來源Datasource:BEATReportfrom2021Q1,Q2數(shù)據(jù)來源：2021年Q1、Q2BEAT報告MediaSelectionStrategy-Thechannelsfortargetpopulationtogetinformation-thirdparty,

andWOMofrelativesandfriends,ownedmedia,etc.40InformationGatheringActivities(%)

PositiveImpact(%)

FordKugaVolkswagenTiguanHondaCR-VToyotaRAV4FordKugaVolkswagenTiguanHondaCR-VToyotaRAV43rdPartyOnline53635153

42534241Friends&Family5262464546543636ManufacturerWebsite3841363029282924SawRecentlyIntroducedModels3632303026242219Saw/HeardAnyAdvertising3639292926281718Saw/ReadAnyLocalNewspaperAds3231252621161413Heard/ReadTV/RadioNewsOrNewspaperArticle3036242619191313SocialMedia(YouTube,Weibo,Facebook,Blogs,etc.)2431222517171417MailFromManufacturer/Dealer1617151998109DroveOne16261713112098Receivede-mailfrommanufacturer/dealer12121195442=Significantlyhigher/lowerthanFordKuga.=Significantlyhigher/lowerthanpreviousquarter.Theinformation/positiveinfluence,whichconsumergatheredfrom3rdpartyonlineorfriend/family,islowerthanTiguan.消費者從第三方網(wǎng)站或朋友/家人處得到的信息或正面影響低于途觀3rdPartyOnlineisthemostimportantsourcethatconsumergatheringinformation.第三方口碑傳播是最重要的獲取信息來源Datasource:BEATReportfrom2021Q1,Q2數(shù)據(jù)來源：2021年Q1、Q2BEAT報告媒體選擇策略目標消費者信息獲取渠道——第三方及親朋口碑、自有媒體平臺4142InformationSource了解信息的渠道VehiclePurchasingChannel購車信息渠道KugaInformationChannel翼虎信息渠道KugaInformationChannel翼虎信息渠道Avoider（回避者）（n=215）LightEngagementRejecter輕度接觸拒絕者（n=112）HeavyEngagementRejecter輕度接觸拒絕者（n=222）Family/friends

家人/朋友74%66%69%Verticalwebsite

汽車專業(yè)網(wǎng)站59%65%63%Atdealership經(jīng)銷商53%NotApplicable77%Manufacturerwebsite廠商官方網(wǎng)站32%43%34%Motorshow

車展42%17%28%Portal

門戶網(wǎng)站31%42%23%Sawontheroad在路上看見30%38%24%Automotivemagazines汽車雜志24%39%28%MediaSelectionStrategy媒體選擇策略Channeltoinfluencetargetpopulationdecision—WOM,professionalandInternetmedia(official,vertical,portals).目標人群決策影響渠道——口碑、專業(yè)和網(wǎng)絡媒體〔官方垂直門戶〕Apartfromdirectchannels(suchasdealers,stations),WOMandInternetmediaarethemainchannelstoinfluencetargetpopulation’sdecision.除直效的接觸渠道之外〔如經(jīng)銷商、車站〕，口碑及網(wǎng)絡媒體是影響目標人群決策的主要渠道43Consumerswilldisclosetheirowndemands

bypayingattentiononspecialusers.通過微信關注，消費者會主動暴漏自己的需求Relativesandfriends,askeyfactorstoinfluenceWOM,alwayscommunicateonWechat.而影響口碑的關鍵要素親人朋友，也聚集在微信上WechatisaneffectivechanneltobuildWOMandcommunicate.MediaSelectionStrategy-Wechatplaysanimportantroleininformationretrievalandcommunication44通過微信關注，消費者會主動暴漏自己的需求而影響口碑的關鍵要素親人朋友，也聚集在微信上對于口碑建立、傳播，微信成為一個高效的通道媒體選擇策略——微信在溝通和信息獲取中占有重要地位MediaSelectionStrategyPortalVerticalVideoInformationmedia35%WikipediaTiebaBBSmicroblogWOMmedia35%WemediaWechtandAPPWechatandAPs30%45媒介選擇策略門戶垂直視頻信息類媒體35%維基貼吧微博論壇（專業(yè)跨界）口碑類媒體35%自媒體雙微APP微信和APP30%46PART3AnnualExecution全年執(zhí)行Scheme規(guī)劃Supporterssaythattheeaseofuseofpresentationsoftwarecansavealotoftimeforpeoplewhootherwisewouldhaveusedothertypesofvisualaid—hand-drawnormechanicallytypesetslides,blackboardsorwhiteboards.34748GoalstageInface-liftperiod,makeasoundmomentum.PersistentperiodTorebuildnewimageofnew-versioncarPersistentperiodSpreadhigh-endandintelligentequipmentinoverallcommunicationPersistentperiodDeepcommunicationontheadvantageof1.5TcarsDeeplyspreadadvantagesofKUGA,andenhancecostumerexperience,inordertopromoteWOManddrivecustomers’desirestopurchase.Q3NewTiguanlaunchedQ4RAV4ICAlaunchedIx35launchedBigmoveofMarketDepartment2015123456789101112LunarNewYear：2.18Launchtime：08/01OKTB：08/01CommunicationwarfornewversionPublicityof72hours.HappilyVisittoFactoryInKUGA“HappilyVisittoFactory,consumersandmediawillvisititsfactory.“Happy”tochallengeSponsorofseasonprogram“ChallengetheImpossible”“Startandstopasyoulike,releaseyourselfbyyournature”1.5Tlowfuelconsumption,andhighpowerchallengesVirusvideoofextremechallengeUGCchallengematchACS/tailclipfor15secondsTVC3DtestvideosofseriessafetyE-businesscooperationCooperationofdifferentrealmsNewproductsonverticalplatformAutostart-and-stopfor15secondsTVC30、60SecsTVCAdvertiseonallmedia“My72hours”O(jiān)wnersSayInteractiononup-platformDailycommunicationTravelinspring“Feelthetemperatureofspring〞teatdriveonspringfloodwayalongYellowRiverTravelinsummer“Releasethetemperatureofsummer〞NewKUGAfamilytravelinYushuTravelinautumn“Feelthetemperatureofwinter〞testdriveonKatchenicyroadsActivitiespreheating,andcollectionofallonlineareasExpandofcarclubactivitiesOff-lineactivities-togetthroughGFXborderEndingofonlineactivities1ststage3rdstage2ndstageGFX“AlllookforKUGA〞Onlineandoff-lineactivitiesQualityandsafetyTechnologyGreen“Releasethetemperatureofsoul〞operatedonowners’onlineactivitiesplatformReleasethetruetemperatureCollectionandspreadofKUGAownersearchingstoriesReleasethetemperatureofhappinessQINGCharityprojectsofKUGAownersReleasethetemperatureofbeingtogetherThefoundationofKUGAowneronlineactivitiescommunity215PRAnnualCommunicationExecutionRoadmapTodemonstrateKUGA’simprovementsbothonqualityandsafety49階段目標小改款上市期打造煥然一新的上市聲勢上市持續(xù)期塑造新車型新形象上市持續(xù)期

全面?zhèn)鞑ジ叨酥悄芘渲蒙鲜谐掷m(xù)期

深度溝通1.5T車型優(yōu)勢深度溝通產(chǎn)品優(yōu)勢，加強客戶體驗，從而提升品牌口碑，幫助提升客戶購買考慮Q3全新途觀上市Q4RAV4ICA上市Ix35全新上市市場部大行動2015123456789101112農(nóng)歷新年：2.18上市：1月8日OKTB：1月8日煥新上市溝通戰(zhàn)役縱貫中國72小時“開心回娘家”翼虎“回娘家”媒體及消費者工廠參觀活動“痛快”去挑戰(zhàn)季播節(jié)目“挑戰(zhàn)不可能”贊助“隨心啟停，隨性釋放”1.5T低油耗，高動力挑戰(zhàn)賽極限挑戰(zhàn)病毒視頻UGC挑戰(zhàn)賽ACS/尾門15秒TVC系列安全3D測試視頻電商平臺合作異業(yè)平臺合作垂直平臺新品狙擊戰(zhàn)自動啟停15秒TVC30、60秒TVC全媒體廣告投放“我的72小時”車主說向上平臺互動傳播日常傳播春之旅“聆聽春天的溫度〞追逐黃河桃汛線路試駕夏之旅“釋放快樂的溫度〞新翼虎家庭玉樹行秋之旅“觸摸冬的溫度〞卡欽冰川線路試駕GFX“全民尋虎〞線上線下互動平安品質科技綠色“釋放心靈的溫度〞車主線上活動平臺運營釋放真實的溫度翼虎車主探索故事征集及傳播釋放快樂的溫度翼虎車主輕公益項目釋放在一起的溫度翼虎車主線上社區(qū)成立2021年度公關傳播執(zhí)行Roadmap全面闡述翼虎在品質和平安提升上做出的改進活動預熱，線上各區(qū)域車主召集車友會活動擴大打通GFX邊境之旅線下活動線上活動收官第一階段第三階段第二階段50ProgramsOverviewof2021PRExecution“Releasethetemperatureofsoul”-owners’onlineactivitiesplatformoperationCollectKUGAownersbyemotionappealing,anddriveWOMcommunication“Endlesstravel”mediatransmissionadviceDeliverproductpowerintestdrive,especiallyKUGA’ssafetyand1.5TtypeDailycommunicationCooperatewithmarketcommunicationthroughtheyear,andfullyspreadintelligence,safety,qualityandgreentoexpandcommunicationeffect.512021年度公關傳播執(zhí)行工程概覽“釋放心靈的溫度”車主線上活動平臺運營以情感訴求聚合車主擴大口碑傳播“無盡之旅”媒體傳播建議在試駕活動中傳達產(chǎn)品力，重點宣傳新翼虎的智能安全和1.5T車型日常傳播配合市場傳播全年節(jié)奏，充分傳播智能、安全、品質、綠色擴大傳播效果，52ReleaseSoulTemperatureOwners'onlineactivitiesplatformoperationActivitiescollectionActivatecontentsImagebuilding品牌關聯(lián)ReleasetemperatureofhappinessCommunicationprojectsKUGAownersQINGCharityReliableSafeResponsibleDemonstrate“protection,careandsafety”viaownersinvolvementincharityeventsTheonlinecommunityhasbeenfoundedonone-yearaccumulationWarmReliableReleasethetemperatureofbeingtogetherThefoundationofKUGAowneronlinecommunity37°CTemperatureofhappiness.Alwayskeepthetemperatureofslighthigher.Itwon’thurtyou,butprotectyouandwarmyou.100°CThetemperatureofbeingtogetherisabsoluteebullition,andabsoluteenthusiasm.36°CTruetemperature,righttemperature,neithercoldnorhot,isrelievingandtrust“Releasetruetemperature”30KUGAownerstelltheirstoriesSentientResponsibleAttitudinalDemonstrate“intelligent,safe,greenandquality”throughowners’storiesBrandassociationSafereliableandhigh-quality53釋放心靈的溫度車主線上活動平臺運營事件聚合內容激活形象塑造品牌關聯(lián)“釋放快樂的溫度”翼虎車主輕公益?zhèn)鞑ロ椖靠尚刨嚨挠邪踩械挠胸熑蔚耐ㄟ^車主對公益活動的參與體現(xiàn)保護、關愛、安全經(jīng)過一年的積累線上社區(qū)正式成立溫暖的可信的“釋放在一起的溫度”翼虎車主線上社區(qū)成立37°C快樂的溫度始終保持著低燒的熱度。不會灼傷你，但是足夠保護你，溫暖你100°C在一起的溫度絕對的沸騰絕對的熱情36°C真實的溫度不冷不熱剛剛好是安心是信賴“釋放真實的溫度”30個翼虎車主的故事有感情的有責任的有態(tài)度的通過車主故事講述“智能安全綠色

品質”品牌關聯(lián)安全可靠高品質ReleaseSoulTemperature542015123456789101112LunarNewYear：2.18LaunchTime:08/01OKTB：08/01NewTiguanlaunchedIx35launchedReleasethetruetemperatureCollectionandspreadofKUGAowners’storiesKUGAownerssearchStoriescollectionSerialvideostransmissionofowners’storiesReleasethetemperatureofhappinessSpreadprojectsofKUGAownersQINGCharityKUGAownersconduct“HappyDonation”forchildreninYushu“LetHappinessFlow”Yushuchildrenpaintingtourexhibition“HappyTermBeginning”KUGAownerstravelinYushuReleasethetemperatureofbeingtogetherFoundationofKUGAowneronlinecommunityFoundationWarmKugaCommunitySUVowners’imagesurveyCooperationagency:PuCunxinFoundationCooperationmedia:AutohomeCooperationorganizations:iFordBeijing,SHFORDCAR,Chongqing211,FordFansActivitiespl