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1、.,1,05款愛麗舍公關(guān)傳播方案 Elysee 05 PR communication plan for Elysee 05,時(shí)空視點(diǎn)傳播機(jī)構(gòu) 北京 上海 廣州 杭州 Dec.13-04,.,2,05新款愛麗舍傳播目標(biāo) objective,幫助05款愛麗舍順利的導(dǎo)入市場,建立消費(fèi)者對(duì)其迅速的認(rèn)知 Help Elysee smoothly insert to markets, set up consumers cognition 推動(dòng)用戶體驗(yàn)產(chǎn)品,借此產(chǎn)品積累消費(fèi)者對(duì)愛麗舍和東風(fēng)雪鐵龍品牌的深入認(rèn)知 Fund up the understand of Elysee and citron bran

2、d through to users experience of product,作為改款車,愛麗舍05款該如何傳播? How to launch Elysee as a change fund car?,.,3,在改款車上市案例研究中,時(shí)空視點(diǎn)選擇04年傳播較為成功的桑塔納3000上市傳播和新捷達(dá)兩款車的傳播策略 In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004,時(shí)空視點(diǎn)傳播機(jī)構(gòu)對(duì)改款車上市傳播策略進(jìn)行過系統(tǒng)研究,以此指導(dǎo)

3、愛麗舍05款上市的傳播策略: Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance,改款車上市傳播研究 research report,.,4,桑塔納3000 Santana 3000,.,5,上市背景,中級(jí)車市場 自2003年下半年以來,售價(jià)12萬18萬元、排量1.8升的中級(jí)車已經(jīng)開始 日漸成為國內(nèi)轎車市場的消費(fèi)主流。 3000型取代20

4、00型 普桑問世近20年、2000型投產(chǎn)近10年之后,作為國內(nèi)單一品牌保有量最大的轎車-桑塔納正在面臨產(chǎn)品的老化和市場的衰退 上海大眾希望通過更新型產(chǎn)品,重塑桑塔納品牌。并在中級(jí)轎車市場上與凱越、伊蘭特等新銳產(chǎn)品競爭,.,6,background,Intermediate market Since the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consu

5、mption of the domestic car market 3000 replace to 2000 The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of the products and wearing out market Shanghai Volkswagen hoped to rebuild the Santana bran

6、d through reflash style of car,.,7,voice:(public image) 對(duì)新車猜測:桑塔納3000可能要上市Vs桑塔納3000可能不會(huì)上市 The image of the new product:Santana 3000 will come out of the market Vs Santana will not come out of the market 公眾: Public: 桑塔納可能要出3000型了 Santana 3000 going show out 桑塔納3000型是什么樣的車? What kind of the car is it?

7、,Step one,.,8,傳播內(nèi)容:(品牌故事) Voice:brand story 桑塔納品牌的歷史(歷史回顧、產(chǎn)業(yè)貢獻(xiàn)、市場反應(yīng)等) The history of Santana (review,offers,market feedback,and so on) 桑塔納品牌在中國的未來 The future of the brand in china 公眾: Public: 桑塔納品牌是一種屬于中國市場的品牌 Santana is an part of Chinese market brand 應(yīng)繼續(xù)支持桑塔納品牌 Should be continue to support,桑塔納300

8、0第二輪傳播 step two,.,9,傳播內(nèi)容:(媒體試車) Voice:test drive of media 上海大眾的實(shí)力和決心 The strength and purpose 產(chǎn)品first look(試車) First look (test drive) 公眾: Public: 桑塔納品牌是一種屬于中國市場的品牌 Santana grow up with Chinese auto market, 應(yīng)繼續(xù)支持桑塔納品牌 Carry on support Chinese brand,桑塔納3000第三輪傳播 step three,.,10,桑塔納3000第三輪傳播 step thre

9、e,傳播內(nèi)容:(改款車?yán)纥c(diǎn)) Voice:Advantage of the new style 諜照(外觀) Picture(face) 價(jià)格猜測 Price image 公眾: Public: 桑塔納3000快要上市 Santana 3000 land in market soon 上市價(jià)格 Whats the price in market,.,11,傳播內(nèi)容: (密集傳播) event: 活動(dòng)儀式新聞傳播 Action/news communication 配合產(chǎn)品的試駕活動(dòng)進(jìn)行配合傳播 Communication for test drive 公眾: public 產(chǎn)品的改進(jìn)點(diǎn) Im

10、provement of product 產(chǎn)品的最新價(jià)格 The latest price of new product,.,12,傳播內(nèi)容: (市場評(píng)論傳播) Voice:commentary of market 突出改款車在產(chǎn)業(yè)中的地位 Stand out the status of new style 產(chǎn)品品牌的傳播 Communication of brand 公眾: Public: 重溫品牌的口碑效應(yīng) Review brand intension 了解產(chǎn)品的市場地位 Deep understand the product worth,.,13,傳播內(nèi)容: (產(chǎn)品功能傳播) Voice

11、:(function) 對(duì)改款車的功能改進(jìn)點(diǎn)進(jìn)行詳解 Minute introduce the improvement 進(jìn)行對(duì)比性傳播 Compare with others 公眾: public 熟知產(chǎn)品的核心利益點(diǎn) Know the key message very well 了解與競爭品牌的區(qū)分 Know the different with others,.,14,傳播內(nèi)容: (試駕傳播) Event:test drive 體驗(yàn)傳播體現(xiàn)改款車的技術(shù)特征 Reflect that changes the technological characteristic of the fund c

12、ar 公眾: public 全面了解體會(huì)到改款車的產(chǎn)品優(yōu)勢(shì) All-around realize the advantage of the new car,.,15,桑塔納3000改款傳播研究,點(diǎn)評(píng): 桑塔納3000還未上市,就在全國引發(fā)了一起“3000懸念”,媒體紛紛扎進(jìn)解 密3000的怪圈,在其外觀線條變化、2000是否停產(chǎn)等細(xì)節(jié)上糾纏不休, 讓消費(fèi)者有石破天驚的分量感。待到解密之日,可以總結(jié)為:“加質(zhì)不加 價(jià),桑塔納2000變相降價(jià)”。但就是這樣一個(gè)簡單的降價(jià),上海大眾卻利 用桑塔納2000這個(gè)單一車型銷售之冠即將被替代作懸念,將眾人的目光 引向還未現(xiàn)身的替代車型,營造神秘感;利用桑塔納

13、2000代表一個(gè)時(shí)代 的概念,推出3000的升級(jí)概念,將3000的地位推向另一個(gè)高點(diǎn)。 整體傳播安排有序,但缺乏用戶對(duì)產(chǎn)品的體驗(yàn)性傳播和改款產(chǎn)品的對(duì)比性 傳播過少。,.,16,Before Santana 3000 come into the market,all countries had a imagination of 3000, The national medias all pay attention to the specific of the product-what change of the face?whether the 2000 stop production? Hav

14、e attracted consumers height attention and interest .when the result clear revelation: “more offers but same price”, the simple action of reduce the price of Santana 2000, dressed up as the issue of the new products Santana 3000, Guide everybody interest in the upgrade new style what was not appeari

15、ng yet, build mystique.and also made a picture that the times represented by Santana 2000 is over,Santana 3000s times coming, Push the position of 3000 to another culmination This is a integrity and typical PR communication,but the cases weakness is Users experience and products contrast not enough,

16、.,17,新捷達(dá) New Jetta,.,18,上市背景 background,捷達(dá)情況: introduction: 捷達(dá)一直不變的“樸實(shí)”外形讓鐘愛時(shí)尚的人們頗有微詞。 The fashion person all dont like the never changes image-“plain” 捷達(dá)已經(jīng)經(jīng)歷了3次大的技術(shù)革新,完全是趨向于實(shí)用主義,符合當(dāng)時(shí)消費(fèi)者的心態(tài)。 Jetta has already gone through 3 great technological innovations, has totally trended towards the pragmatism,

17、 accord with consumers need at that time. 新捷達(dá)項(xiàng)目于2002年2月正式啟動(dòng),總投資為3億元人民幣,是一汽-大眾公司與德國保時(shí)捷公司開發(fā)小組歷經(jīng)兩年的嚴(yán)謹(jǐn)合作,在長春共同完成。 The new Jettas project was started in February 2002, the investment was 300 million Yuan, the Faw- Volkswagen and German Porsche develop together in two years, finish together in Changchun.,

18、.,19,市場狀況: Marketing: 有富康和桑塔納 2000 的改型在前,新捷達(dá)的問世也早已在人們的預(yù)料之中。但其上市的速度之快,改進(jìn)的項(xiàng)目之多還是超出了許多業(yè)人的估計(jì)。 New Jetta launch out later than Fukang and Santana 2000,its already in peoples expectation.but out of expectation,it come into the market so fast and improved so many 在個(gè)性消費(fèi)氛圍日益濃烈的中國,消費(fèi)者對(duì)汽車的外形和其他配置的人性化要求越來越高。 In

19、 Chinese market right now,consumers require to more humanization of the appearance and other dispositions,.,20,傳播內(nèi)容: (品牌故事) Voice:brand story 捷達(dá)歷年的輝煌業(yè)績,消費(fèi)者調(diào)查顯示、近期捷達(dá)業(yè)績等文章的宣傳 Refulgent history of Jetta, Consumers investigate,latest achievement of Jetta 公眾: public 捷達(dá)一個(gè)老品牌,有著輝煌的業(yè)績 Jetta is an old and Re

20、fulgent brand 捷達(dá)是一款大家都公認(rèn)的好車 Jetta is a good car that everybody confessed,.,21,傳播內(nèi)容:(輿論關(guān)注) Voice:The public opinion 傳播一汽大眾將要推出04款捷達(dá) The new Jetta 04 will launch out 對(duì)比傳播鞏固捷達(dá)的市場地位 Compare with and propagate the market status which consolidates Jetta 老款捷大降價(jià),騰出價(jià)格空間 Great sale of old Jetta, Vacate the pr

21、ice space 公眾: public 04款的捷達(dá)應(yīng)該是一輛不錯(cuò)的車 The Jetta 04 should be good,.,22,傳播內(nèi)容 :(最后懸念) Voice:(last image) 引導(dǎo)輿論,加強(qiáng)關(guān)注 各種已上市信息的傳播 新款捷達(dá)的產(chǎn)品技術(shù)宣傳 公眾: 捷達(dá)隨時(shí)就上市了,現(xiàn)在已買得很火 捷達(dá)實(shí)力很強(qiáng),非消費(fèi)者歡迎度高,.,23,傳播方法:(密集傳播) 上市儀式新聞,的傳播 the new of launch 產(chǎn)品活動(dòng)傳播,軟文配合 event with news 人物采訪,企業(yè),產(chǎn)品品牌的傳播 interview, Enterprises product and bra

22、nd communication 公眾: public 關(guān)注改款產(chǎn)品的外形,配置和價(jià)格 more care of the face,price, disposing of the new product,.,24,傳播方法:(改進(jìn)點(diǎn)傳播) Voice: 通過改款車的價(jià)格,產(chǎn)品性能,外觀等進(jìn)行詳解 Minute introduce the price,performance,face and so on 公眾: Public: 持續(xù)關(guān)注改款產(chǎn)品的外形,配置和價(jià)格 Still attention in the face,price and disposing of the product,.,25

23、,傳播方法:(市場評(píng)論) Voice: commentary of market 新捷達(dá)在中級(jí)轎車市場中的地位 the status of new style in intermediate car market 公眾: Public: 產(chǎn)品品牌的理念,內(nèi)涵 The idea and intension of the products brand,.,26,傳播方法:(試駕傳播) Event:test drive 媒體對(duì)比性傳播 Compare with others brand by Media 用戶試駕體驗(yàn)傳播 User experiencing of test drive 公眾: 充分全

24、面了解改款車的增加性能和核心利益 abundantly Understand increase performance and key interests,.,27,傳播方法:(品牌印象傳播) Impression of the brand 重溫品牌印象傳播 Review the impression of the brand 公眾: public 認(rèn)知改款車的品牌價(jià)值 ,并得到認(rèn)同,鞏固購買意向 Understand the brand value, consolidate the purpose of buying,.,28,點(diǎn)評(píng): 新捷達(dá)的整體傳播量比較大,鋪墊工作做得很早,在即將上市前

25、后采用 了懸念傳播和較密集的傳播“轟炸”.新捷達(dá)很好的提煉出“21項(xiàng)改進(jìn)之處”, 給公眾留下深刻記憶.運(yùn)用的傳播手段較多。屬于是比較成功的改款車上 市傳播策略。 上市前期的傳播手段不高明,沒有很好的引起更多公眾的期待.傳播次序 安排不是很有序.,捷達(dá)改款傳播研究,.,29,Comments: New Jetta has done much PR work in pre-launch Period, and it has left much deep impressions on the mass. Many communications channel has been used in its

26、 work and has succeeded. It has not excitated the targeted consumers,The schedule is not reasonable.,Communications strategy for Jetta,.,30,改款車上市傳播模型,輿論猜測,媒體試車,品牌故事,價(jià)格懸念,試車報(bào)告,上市新聞,活動(dòng)新聞,市場評(píng)論,產(chǎn)品改進(jìn),品牌強(qiáng)化,改款產(chǎn)品 上市前,改款產(chǎn)品 上市中,改款產(chǎn)品 上市后,吸引公眾產(chǎn)生期待,吸引公眾關(guān)注,公眾持續(xù)關(guān)注,改款車上市,在原有的品牌利益基礎(chǔ)上,增強(qiáng)改進(jìn)點(diǎn)的體驗(yàn)傳播,.,31,Communication mo

27、dels,上市新聞,event,Consolidate,New style launch,Attract the publics interest,Testing report,commentary,improvement,New style after,Keep the publics interest,public opinion,Media test drive,Brand story,price Suspense,news,New style Warm up,Attract the publics interest,strengthen and improve the experien

28、ce On the basis of interests,launch,.,32,05新款愛麗舍如何傳播 How to launch,.,33,05新款愛麗舍傳播面臨的挑戰(zhàn),消費(fèi)者對(duì)愛麗舍轎車產(chǎn)生關(guān)注疲勞,外形長時(shí)間沒有變化; 愛麗舍轎車以往的賣點(diǎn)不突出,傳播產(chǎn)品利益點(diǎn)過多,公眾沒有留下深刻的印象; 消費(fèi)者對(duì)來自法國的產(chǎn)品區(qū)分認(rèn)識(shí)不清晰,對(duì)產(chǎn)品品牌的忠誠度低。,立場:神龍汽車公司堅(jiān)持以用戶為中心,追求高性價(jià)比的產(chǎn)品設(shè)計(jì)理念,關(guān)注與尊重用戶,滿足用戶的消費(fèi)心理. 傳播重點(diǎn):軟文傳播將放在“來自歐洲的中國家轎第一品牌”,突出愛麗舍轎車的技術(shù)含量和舒適性,是值得信賴的產(chǎn)品,.,34,Challeng

29、e,Consumers tired in Elysee,non-change for a long time point is not outstanding of past selling,key message was too much, did not left the deep impression ; Consumers can not know clearly what is product from France, the loyalty to the products brand is low.,information:神龍汽車公司堅(jiān)持以用戶為中心,追求高性價(jià)比的產(chǎn)品設(shè)計(jì)理念,

30、關(guān)注與尊重用戶,滿足用戶的消費(fèi)心理. Key point:Spread the message”the first car brand for Chinese family”,stand out the high technology and comfortable,worth to trust,.,35,05新款愛麗舍傳播主旨,05新款愛麗舍轎車: 05款產(chǎn)品的核心改進(jìn)利益點(diǎn) 突出良好的操控性和舒適性,目標(biāo)消費(fèi)群: 成熟而理性,受教育程度較高、中等收入、穩(wěn)重的白領(lǐng)家庭,特性: 大氣的外觀、,愛麗舍品牌: “精致生活,精彩演繹”,體現(xiàn)尊貴、法國式的優(yōu)雅和品味,標(biāo)桿性家轎,兼顧了舒適性、經(jīng)濟(jì)性、

31、動(dòng)力性和安全性,主旨:適應(yīng)市場需求的變化,提升產(chǎn)品的競爭力,促進(jìn)銷售 作為東風(fēng)雪鐵龍的銷售主力品牌產(chǎn)品,在05款新品上市之后將視桑塔納、捷達(dá)、伊蘭特、凱越為主要競爭對(duì)手。,.,36,objective,Elyess 05: Key point: Stand out the comfort and controllability,Target: highly educated Middle-income ,stability white-collar family,特性: Enjoy life,value practical,wan to make the life more comfort a

32、nd elegant,Elyess brand: “Elegant life” Romantic and graceful brand,Yardstick-style family,comfort,economy and safe,.,37,Key message,Passing on is exquisite, reflect the grade 品質(zhì)傳承精亦求新,Key message: 05新款愛麗舍在保持原有產(chǎn)品優(yōu)秀品質(zhì)的基礎(chǔ)上進(jìn)行的改進(jìn),經(jīng)得住品味與推敲,完全傳承了雪鐵龍轎車的特有風(fēng)格、并延續(xù)著神龍公司嚴(yán)瑾、實(shí)用的理性價(jià)值觀。成為東風(fēng)雪鐵龍打造“來自歐洲的中國家轎第一品牌”的核心產(chǎn)品

33、。 Elyess 05 not only improved but also keeping outstanding quality of the original products, can stand sampling, is totally passing the peculiar style of the Citroen car, and extending mother companys , practical values. Become the key product that the Citroen made first brand car of Chinese family

34、from Europe .,.,38,如何傳播05新款愛麗舍 how to launch,05新款愛麗舍轎車的認(rèn)知 Understand of Elysee 05,愛麗舍(Elysee),產(chǎn)品(重點(diǎn)-核心改進(jìn)利益點(diǎn)) Product(key point improve),品牌 brand,東風(fēng)雪鐵龍-來自歐洲的中國家轎第一品牌 Citroenthe first car brand of Chinese family from Europe,愛麗舍-中國標(biāo)桿性的家轎品牌 Elysee the Yardstick-style family brand,.,39,公眾關(guān)注05新款愛麗舍什么,優(yōu)雅生活

35、的情趣,商務(wù)使用的舒適 、實(shí)用,內(nèi)部空間,購買、使用成本,動(dòng)力強(qiáng)勁,安全舒適,精致現(xiàn)代外形,05新款愛麗舍Elysee New Elyess 05,產(chǎn)品關(guān)注點(diǎn),情感關(guān)注點(diǎn),改進(jìn)款重點(diǎn)關(guān)注,原有品牌產(chǎn)品基礎(chǔ)上的核心改進(jìn)利益點(diǎn): 外形、價(jià)格、性能、配置的改進(jìn),.,40,whats public interest of Elyess,Elegance life,Comfort,practicality in business,interspaces,Buy/use cost,power,Safely,comfort,精致現(xiàn)代外形,New Elyess 05,product,sensibility,i

36、mprove on the base: The change of face,price,performance and collocation,.,41,傳播策略模型,時(shí)間,根據(jù)市場傳播規(guī)律,我們認(rèn)為05款愛麗舍的傳播模型如下:,傳播效果,內(nèi)部建設(shè) 提升非消費(fèi)者 對(duì)產(chǎn)品的認(rèn)知 (樹立內(nèi)部員工 的信心),階段一(期待預(yù)售期) 引出05款愛麗舍轎車,吸引公眾產(chǎn)生期待 (達(dá)成消費(fèi)者的詢問),.,42,Communication strategy model,According to the market, communication models in Elysee05 are as follow

37、s :,communication effect,phase one(warm up) Attract the publics interest (meet enquires ),時(shí)間,.,43,傳播策略方向,Event objective: 經(jīng)銷商內(nèi)部人員培訓(xùn)、激勵(lì) 短期內(nèi)提升05款愛麗舍的認(rèn)知度 增加目標(biāo)受眾群體的產(chǎn)品接觸、體驗(yàn)機(jī)會(huì),幫助達(dá)成銷售目標(biāo) 階段性策略: 內(nèi)部建設(shè)-經(jīng)銷商內(nèi)部人員培訓(xùn)、激勵(lì) 預(yù)售期-幫助經(jīng)銷商拿到訂單、配合新車上市的市場推廣運(yùn)作 上市關(guān)注期-側(cè)重提升05款愛麗舍品牌認(rèn)知度,增強(qiáng)對(duì)核心改進(jìn)利益點(diǎn)的體驗(yàn)傳播 形象鞏固-側(cè)重幫助銷售目標(biāo)的達(dá)成 媒體傳播 搶占中心省會(huì)地區(qū)

38、的市場份額,擴(kuò)展二三級(jí)城市的市場 中心省會(huì)地區(qū):主要通過電視廣告,并配合一系列的平面電臺(tái)戶外網(wǎng)上及特殊媒體渠道迅速地建立起知名度 二三級(jí)地區(qū):主要通過平面及經(jīng)銷商廣告,建立地區(qū)消費(fèi)群信心,.,44,PR Strategy Direction,Objective: Dealer training and motivation Upgrade the awareness in short period Enhance experience opportunities to reach the sales goal Phase strategy: Internal - Dealer training

39、 and motivation Presell Help dealer to get order、tone with new launch marketing event Launch- Upgrade the awareness in short period, increased the key benefit communications Stability-Reach the sales goal Media Take the provincial city, expand tier 2 or 3 towns Provincial city: TV ad ,assort with br

40、oadcastingpaperinternetoutdoors Tier 2or 3 towns: papermedia to connect with targeted consumers,Event communications,.,45,前期內(nèi)部建設(shè),內(nèi)部建設(shè),目標(biāo),以內(nèi)部運(yùn)作為主,讓內(nèi)部人員在短時(shí)間內(nèi)對(duì)產(chǎn)品形成深刻的認(rèn)知,從而建立強(qiáng)大的信心,傳播的信息,內(nèi)部傳播和教育05款愛麗舍定位及產(chǎn)品改進(jìn)特性,策略方向,新聞發(fā)布會(huì),內(nèi)部產(chǎn)品培訓(xùn)會(huì), 經(jīng)銷商會(huì)議,產(chǎn)品05款愛麗舍新品,實(shí)施工具,建設(shè)內(nèi)部環(huán)境,完成內(nèi)部的產(chǎn)品教育和流程建設(shè),配合工具,新聞稿,產(chǎn)品手冊(cè),.,46,Internal bui

41、lding in early period,Internal building,Objective,Internal operation will be dominating, let internal employee have a profound cognition on product formation thus to build confidence.,Information communicated,Internal communication and training, positioning of 05 version Elysee and product improveme

42、nt feature,Orientation of strategy,News release, internal product training Dealers conference, 05 version new Elysee products,Implementation tools,Build internal environment, accomplish internal product training and procedure building,Auxiliary tools,News release, product manual,.,47,主要戰(zhàn)術(shù)行動(dòng)設(shè)計(jì)(一),期待預(yù)

43、售期-產(chǎn)品懸念,目標(biāo),通過平面,公關(guān)軟文,逐步激發(fā)消費(fèi)者對(duì)改進(jìn)產(chǎn)品的期待,達(dá)成到展廳的問詢及預(yù)訂,傳播的信息,引出改款05款愛麗舍轎車,上市前的懸念制造(改進(jìn)產(chǎn)品利益點(diǎn)價(jià)格),愛麗舍的品牌口碑傳播和東風(fēng)雪鐵龍的品牌傳播,公眾值得期待,策略方向,經(jīng)銷商新車上市平面廣告,網(wǎng)絡(luò)廣告,媒體試乘試駕,展廳預(yù)售活動(dòng),直郵(吸引目標(biāo)消費(fèi)者),實(shí)施工具,吸引公眾期待(達(dá)成消費(fèi)者的聞詢),配合工具,展廳展示,展廳預(yù)售細(xì)則,預(yù)售平面廣告,網(wǎng)上廣告,.,48,Main tactics action design I,Expectation and presell period- product suspense,O

44、bjective,Gradually stimulate the consumers expectation on product improvement through promotion articles in print media and make the consumers to inquire in exhibition hall and order in advance.,Information communicated,Educe the 05 version Elysee sedan, make suspense before delivery to the market(

45、improve products benefit/price). The public praise communication of the brand of Elysee and the brand of DCAD, which makes the public to expect,Orientation of strategy,Advertisement on print media and web media for the launching of new cars, medias test drive, presell in exhibition hall, direct post

46、al (attract target consumers),Implementation tools,Attract the publics expectation( make consumers to inquire),Auxiliary tools,Exhibition in exhibition hall, presell specification, planar advertisement, web advertisement,Auxiliary tools,.,49,戰(zhàn)術(shù)行動(dòng)簡介(一),事件傳播 主題:“你想要什么樣的愛麗舍” 在主要的網(wǎng)絡(luò)媒體上(; ; ; 中國汽車網(wǎng)等)的汽車頻

47、道開設(shè)專欄討論05款愛麗舍的暢想,結(jié)合網(wǎng)友對(duì)愛麗舍產(chǎn)品的評(píng)述共同進(jìn)行,引發(fā)網(wǎng)絡(luò)關(guān)于愛麗舍話題的討論。 “05款愛麗舍新品別名征集大賽”,吸引更多的用戶群體關(guān)注,獲勝者將邀請(qǐng)免費(fèi)參觀武漢廠區(qū),參加05款愛麗舍下線儀式。 PR傳播 東風(fēng)雪鐵龍-愛麗舍2005品牌戰(zhàn)略高層訪談 總結(jié)東風(fēng)雪鐵龍?jiān)?004年的成績和對(duì)去年市場的看法 公布東風(fēng)雪鐵龍?jiān)?005年的整體戰(zhàn)略和產(chǎn)品規(guī)劃,打造“來自歐洲的中國第一家轎品牌” 透露即將上市的愛麗舍新品情況以及公司對(duì)其的期望 媒體運(yùn)用:主要汽車媒體/北京都市媒體汽車版面/主要網(wǎng)絡(luò)媒體汽車欄目 愛麗舍2005年新款即將面市 告知05新款愛麗舍即將上市的消息,假設(shè)其最有誘

48、惑力的價(jià)格傳播 愛麗舍在中國上市以來所取得的成績 突出其產(chǎn)品的優(yōu)良品質(zhì)和品牌內(nèi)涵 媒體運(yùn)用:選擇廣泛媒體進(jìn)行覆蓋傳播,.,50,Tactics action introduction I,Communication through incident Theme:“What kind of Elysee do you want” Open special columns in the auto channel of major web media(; ; ; C) to learn the consumers imagination on 05 version Elysee and educe

49、a discussion on Elysee on the Internet by combination the discussion of netizens on Elysee products. Draw the attention of more users through “05 version Elysee new product Alias Solicitation Contest”, the winners will be invited to visit Wuhan-based workshop to see 05 version Elysees rolling of the

50、 production line. PR communication DCAD-Elysees brand strategyhigh-level talk Summarize DCADs achievements in 2004 and views on the auto market 2004. Promulgate DCADs overall strategy and product planning 2005, forge “Chinas premier family sedan brand from Europe” Disclose information on the new Ely

51、see which is to be launched on the market and expectation on it from the company Media application: major auto media/ auto page of Beijings print media/auto channel of major web media 05 version Elysee is to be launched on the market Announce the news that the 05 version Elysee is to appear on the m

52、arket, assume a most appealing price communication Elysees achievement in the Chinese market since its launching. Give prominence to its quality and brand connotation Media application:select broad media to cover and communicate,.,51,主要戰(zhàn)術(shù)行動(dòng)設(shè)計(jì)(二),上市關(guān)注期-正式銷售宣傳風(fēng)暴,目標(biāo),以中心省會(huì)城市為重點(diǎn)媒體投放點(diǎn),輻射周邊二三級(jí)城市,改款產(chǎn)品的巡回路演配

53、合不斷發(fā)展的東風(fēng)雪鐵龍的銷售維修服務(wù)網(wǎng)絡(luò)發(fā)展,迅速搶占國內(nèi)中級(jí)家轎市場份額,傳播的信息,05款愛麗舍的產(chǎn)品改進(jìn)利益點(diǎn),具有競爭力的價(jià)格, 帶來更有質(zhì)感的生活享受,中級(jí)車市場的標(biāo)桿,策略方向,公益活動(dòng)贊助,改款產(chǎn)品FBI軟文,大規(guī)模電視平面網(wǎng)絡(luò)電臺(tái)戶外特殊媒體,實(shí)施工具,在國內(nèi)重點(diǎn)城市形成集中的關(guān)注談?wù)摳叱?認(rèn)知度直線增長,從而吸引消費(fèi)者達(dá)成購買,配合材料,第二波的媒體各類廣告軟文投放,.,52,Main tactics action design II,Attention period after getting on the market-offical salescommunication

54、 storm,Objective,With central capital cities as the key, radiate the surrounding second and third-tier cities; exhibition tour of the refitted product and the constantly developing sales and maintenance service network and try to occupy a lions share in the domestic intermediate car market.,Informat

55、ion communicated,The benefit for 05 version Elysees improvement, competitive price; a good enjoyment and the yardstick of the intermediate car market,Orientation of strategy,Sponsor public welfare activities, release FBI articles on the improved products and advertisements on TV/print media/web medi

56、a/radio and special media,Implementation tools,Form an intensive attention and discussion upsurge in major cities, make the cognition to rise constantly to draw the consumers to buy the car,Auxiliary materials,The second-round media advertisement/ artice,.,53,戰(zhàn)術(shù)行動(dòng)簡介(二),事件傳播 主題:05款愛麗舍下線儀式 廠商代表及部分用戶(參

57、別名大賽獲勝者和其他訂購車主、俱樂部骨干成員)和經(jīng)銷商代表參加下線儀式 隨后進(jìn)行參觀廠區(qū) 主題:“重”裝上陣,征戰(zhàn)2005東風(fēng)雪鐵龍05款愛麗舍上市新聞發(fā)布會(huì) 廠商代表、地方領(lǐng)導(dǎo)、用戶代表、媒體代表和經(jīng)銷商 場地選取獨(dú)特個(gè)性的發(fā)布場地,符合東風(fēng)雪鐵龍的品牌文化,除延續(xù)個(gè)性、時(shí)尚、優(yōu)雅、浪漫的氣息外,還應(yīng)洋溢著完美、極致的風(fēng)格。 主題:全國媒體試駕會(huì) 在北京、武漢、廣州、上海舉行,廠商代表、當(dāng)?shù)丶案采w區(qū)域的重點(diǎn)媒體(大眾類及汽車專業(yè)類) 主題:“一江春水向東去”志愿者試駕新車之旅 廠商代表、志愿代表以及重要網(wǎng)絡(luò)媒體的合作伙伴共同參與,沿著長江駕車駛向目的地上海,最后在上海車展進(jìn)行凱旋頒獎(jiǎng)儀式。

58、合作網(wǎng)絡(luò)媒體進(jìn)行全程紀(jì)錄傳播 主題: “家一樣關(guān)懷”服務(wù)萬里行的系列活動(dòng) 在全國東風(fēng)雪鐵龍?zhí)丶s銷售服務(wù)店展開?;顒?dòng)期間,資深技師免費(fèi)為客戶的座駕做全面的專業(yè)檢測并免費(fèi)提供專業(yè)咨詢,同時(shí)填寫調(diào)查表可免費(fèi)試駕05款愛麗舍。 主題:組織東風(fēng)雪鐵龍車主俱樂部活動(dòng) 由經(jīng)銷商協(xié)助車主組織聚會(huì),同時(shí)進(jìn)行新品展示,現(xiàn)場講解,免費(fèi)試駕,.,54,Tactics action introduction II,Communication through incident Theme:Ceremony for the rolling-off production lien of the 05 version Elys

59、ee Watch the ceremony by representative of the manufacturer, some users(winners in alias solicitation and ordering users, backbone member of club)and dealers representative Visit the workshop afterwards Theme :Check before deliveryPress conference for the launching of 05 version Elysee Representatives of the manufacturer, local government leaders, users representatives, media representatives and deals representatives Select an individualized site tallyin

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