愛麗舍公關(guān)傳播方案愛麗舍公關(guān)傳播方案ELYSEEPRCOMMUNICATIONPLANFORELYSEE時空視點傳播機(jī)構(gòu)北京上海廣州杭州DEC130405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，建立消費者對其迅速的認(rèn)知HELPELYSEESMOOTHLYINSERTTOMARKETS,SETUPCONSUMERSCOGNITION推動用戶體驗產(chǎn)品，借此產(chǎn)品積累消費者對愛麗舍和東風(fēng)雪鐵龍品牌的深入認(rèn)知FUNDUPTHEUNDERSTANDOFELYSEEANDCITRONBRANDTHROUGHTOUSERSEXPERIENCEOFPRODUCT作為改款車，愛麗舍05款該如何傳播HOWTOLAUNCHELYSEEASACHANGEFUNDCAR改款車上市傳播研究RESEARCHREPORT在改款車上市案例研究中，時空視點選擇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INTHISREPORT,EVISIONWILLGIVETWOEXAMPLESASSANTANA3000ANDNEWJETTAWHICHISSUCCESSFULLAUNCHIN2004時空視點傳播機(jī)構(gòu)對改款車上市傳播策略進(jìn)行過系統(tǒng)研究，以此指導(dǎo)愛麗舍05款上市的傳播策略EVISIONHASALREADYSYSTEMATICRESEARCHEDCOMMUNICATIONTACTICSOFCHANGEFUNDCAR,THATTOMAKETHECOMMUNICATIONTACTICSOFELYSEEACCORDINGTHISGUIDANCE桑塔納3000SANTANA3000上市背景中級車市場自2003年下半年以來，售價12萬18萬元、排量18升的中級車已經(jīng)開始日漸成為國內(nèi)轎車市場的消費主流。3000型取代2000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。并在中級轎車市場上與凱越、伊蘭特等新銳產(chǎn)品競爭BACKGROUNDINTERMEDIATEMARKETSINCETHESECONDHALFOF2003,INTERMEDIATECARSWHATTHEPRICEOF120180THOUSANDYUAN,DISPLACEMENT18LITERSHASALREADYBEGUNTOBECOMETHEMAINCONSUMPTIONOFTHEDOMESTICCARMARKET3000REPLACETO2000THEMOMENTOFTHEGENERALSANTANACAMEOUT20YEARS,2000TYPESHAVEGONEINTOOPERATION10YEARS,SANTANAASTHETOPSELLINGCARWASFACINGTHEDECLINEOFTHEPRODUCTSANDWEARINGOUTMARKETSHANGHAIVOLKSWAGENHOPEDTOREBUILDTHESANTANABRANDTHROUGHREFLASHSTYLEOFCAR,STEPONEVOICEPUBLICIMAGE對新車猜測桑塔納3000可能要上市VS桑塔納3000可能不會上市THEIMAGEOFTHENEWPRODUCTSANTANA3000WILLCOMEOUTOFTHEMARKETVSSANTANAWILLNOTCOMEOUTOFTHEMARKET公眾PUBLIC桑塔納可能要出3000型了SANTANA3000GOINGSHOWOUT桑塔納3000型是什么樣的車WHATKINDOFTHECARISIT桑塔納3000第二輪傳播STEPTWO傳播內(nèi)容品牌故事VOICEBRANDSTORY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）THEHISTORYOFSANTANAREVIEW,OFFERS,MARKETFEEDBACK,ANDSOON桑塔納品牌在中國的未來THEFUTUREOFTHEBRANDINCHINA公眾PUBLIC桑塔納品牌是一種屬于中國市場的品牌SANTANAISANPARTOFCHINESEMARKETBRAND應(yīng)繼續(xù)支持桑塔納品牌SHOULDBECONTINUETOSUPPORT桑塔納3000第三輪傳播STEPTHREE傳播內(nèi)容媒體試車VOICETESTDRIVEOFMEDIA上海大眾的實力和決心THESTRENGTHANDPURPOSE產(chǎn)品FIRSTLOOK（試車）FIRSTLOOKTESTDRIVE公眾PUBLIC桑塔納品牌是一種屬于中國市場的品牌SANTANAGROWUPWITHCHINESEAUTOMARKET,應(yīng)繼續(xù)支持桑塔納品牌CARRYONSUPPORTCHINESEBRAND桑塔納3000第三輪傳播STEPTHREE傳播內(nèi)容改款車?yán)纥cVOICEADVANTAGEOFTHENEWSTYLE諜照外觀PICTUREFACE價格猜測PRICEIMAGE公眾PUBLIC桑塔納3000快要上市SANTANA3000LANDINMARKETSOON上市價格WHATSTHEPRICEINMARKET傳播內(nèi)容密集傳播EVENT活動儀式新聞傳播ACTION/NEWSCOMMUNICATION配合產(chǎn)品的試駕活動進(jìn)行配合傳播COMMUNICATIONFORTESTDRIVE公眾PUBLIC產(chǎn)品的改進(jìn)點IMPROVEMENTOFPRODUCT產(chǎn)品的最新價格THELATESTPRICEOFNEWPRODUCT傳播內(nèi)容市場評論傳播VOICECOMMENTARYOFMARKET突出改款車在產(chǎn)業(yè)中的地位STANDOUTTHESTATUSOFNEWSTYLE產(chǎn)品品牌的傳播COMMUNICATIONOFBRAND公眾PUBLIC重溫品牌的口碑效應(yīng)REVIEWBRANDINTENSION了解產(chǎn)品的市場地位DEEPUNDERSTANDTHEPRODUCTWORTH傳播內(nèi)容產(chǎn)品功能傳播VOICEFUNCTION對改款車的功能改進(jìn)點進(jìn)行詳解MINUTEINTRODUCETHEIMPROVEMENT進(jìn)行對比性傳播COMPAREWITHOTHERS公眾PUBLIC熟知產(chǎn)品的核心利益點KNOWTHEKEYMESSAGEVERYWELL了解與競爭品牌的區(qū)分KNOWTHEDIFFERENTWITHOTHERS傳播內(nèi)容試駕傳播EVENTTESTDRIVE體驗傳播體現(xiàn)改款車的技術(shù)特征REFLECTTHATCHANGESTHETECHNOLOGICALCHARACTERISTICOFTHEFUNDCAR公眾PUBLIC全面了解體會到改款車的產(chǎn)品優(yōu)勢ALLAROUNDREALIZETHEADVANTAGEOFTHENEWCAR桑塔納3000改款傳播研究點評桑塔納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，桑塔納2000變相降價”。但就是這樣一個簡單的降價，上海大眾卻利用桑塔納2000這個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2000代表一個時代的概念，推出3000的升級概念，將3000的地位推向另一個高點。整體傳播安排有序,但缺乏用戶對產(chǎn)品的體驗性傳播和改款產(chǎn)品的對比性傳播過少。BEFORESANTANA3000COMEINTOTHEMARKET,ALLCOUNTRIESHADAIMAGINATIONOF3000,THENATIONALMEDIASALLPAYATTENTIONTOTHESPECIFICOFTHEPRODUCTWHATCHANGEOFTHEFACEWHETHERTHE2000STOPPRODUCTIONHAVEATTRACTEDCONSUMERSHEIGHTATTENTIONANDINTERESTWHENTHERESULTCLEARREVELATION“MOREOFFERSBUTSAMEPRICE”,THESIMPLEACTIONOFREDUCETHEPRICEOFSANTANA2000,DRESSEDUPASTHEISSUEOFTHENEWPRODUCTSSANTANA3000,GUIDEEVERYBODYINTERESTINTHEUPGRADENEWSTYLEWHATWASNOTAPPEARINGYET,BUILDMYSTIQUEANDALSOMADEAPICTURETHATTHETIMESREPRESENTEDBYSANTANA2000ISOVER,SANTANA3000STIMESCOMING,PUSHTHEPOSITIONOF3000TOANOTHERCULMINATIONTHISISAINTEGRITYANDTYPICALPRCOMMUNICATION,BUTTHECASESWEAKNESSISUSERSEXPERIENCEANDPRODUCTSCONTRASTNOTENOUGH新捷達(dá)NEWJETTA上市背景BACKGROUND捷達(dá)情況INTRODUCTION捷達(dá)一直不變的“樸實”外形讓鐘愛時尚的人們頗有微詞。THEFASHIONPERSONALLDONTLIKETHENEVERCHANGESIMAGE“PLAIN”捷達(dá)已經(jīng)經(jīng)歷了3次大的技術(shù)革新，完全是趨向于實用主義，符合當(dāng)時消費者的心態(tài)。JETTAHASALREADYGONETHROUGH3GREATTECHNOLOGICALINNOVATIONS,HASTOTALLYTRENDEDTOWARDSTHEPRAGMATISM,ACCORDWITHCONSUMERSNEEDATTHATTIME新捷達(dá)項目于2002年2月正式啟動，總投資為3億元人民幣，是一汽大眾公司與德國保時捷公司開發(fā)小組歷經(jīng)兩年的嚴(yán)謹(jǐn)合作，在長春共同完成。THENEWJETTASPROJECTWASSTARTEDINFEBRUARY2002,THEINVESTMENTWAS300MILLIONYUAN,THEFAWVOLKSWAGENANDGERMANPORSCHEDEVELOPTOGETHERINTWOYEARS,FINISHTOGETHERINCHANGCHUN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)的項目之多還是超出了許多業(yè)人的估計。NEWJETTALAUNCHOUTLATERTHANFUKANGANDSANTANA2000,ITSALREADYINPEOPLESEXPECTATIONBUTOUTOFEXPECTATION,ITCOMEINTOTHEMARKETSOFASTANDIMPROVEDSOMANY在個性消費氛圍日益濃烈的中國，消費者對汽車的外形和其他配置的人性化要求越來越高。INCHINESEMARKETRIGHTNOW,CONSUMERSREQUIRETOMOREHUMANIZATIONOFTHEAPPEARANCEANDOTHERDISPOSITIONS傳播內(nèi)容品牌故事VOICEBRANDSTORY捷達(dá)歷年的輝煌業(yè)績，消費者調(diào)查顯示、近期捷達(dá)業(yè)績等文章的宣傳REFULGENTHISTORYOFJETTA,CONSUMERSINVESTIGATE,LATESTACHIEVEMENTOFJETTA公眾PUBLIC捷達(dá)一個老品牌，有著輝煌的業(yè)績JETTAISANOLDANDREFULGENTBRAND捷達(dá)是一款大家都公認(rèn)的好車JETTAISAGOODCARTHATEVERYBODYCONFESSED傳播內(nèi)容輿論關(guān)注VOICETHEPUBLICOPINION傳播一汽大眾將要推出04款捷達(dá)THENEWJETTA04WILLLAUNCHOUT對比傳播鞏固捷達(dá)的市場地位COMPAREWITHANDPROPAGATETHEMARKETSTATUSWHICHCONSOLIDATESJETTA老款捷大降價，騰出價格空間GREATSALEOFOLDJETTA,VACATETHEPRICESPACE公眾PUBLIC04款的捷達(dá)應(yīng)該是一輛不錯的車THEJETTA04SHOULDBEGOOD傳播內(nèi)容最后懸念VOICELASTIMAGE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)隨時就上市了，現(xiàn)在已買得很火捷達(dá)實力很強(qiáng)，非消費者歡迎度高傳播方法密集傳播上市儀式新聞,的傳播THENEWOFLAUNCH產(chǎn)品活動傳播,軟文配合EVENTWITHNEWS人物采訪,企業(yè),產(chǎn)品品牌的傳播INTERVIEW,ENTERPRISESPRODUCTANDBRANDCOMMUNICATION公眾PUBLIC關(guān)注改款產(chǎn)品的外形,配置和價格MORECAREOFTHEFACE,PRICE,DISPOSINGOFTHENEWPRODUCT傳播方法改進(jìn)點傳播VOICE通過改款車的價格,產(chǎn)品性能,外觀等進(jìn)行詳解MINUTEINTRODUCETHEPRICE,PERFORMANCE,FACEANDSOON公眾PUBLIC持續(xù)關(guān)注改款產(chǎn)品的外形,配置和價格STILLATTENTIONINTHEFACE,PRICEANDDISPOSINGOFTHEPRODUCT傳播方法市場評論VOICECOMMENTARYOFMARKET新捷達(dá)在中級轎車市場中的地位THESTATUSOFNEWSTYLEININTERMEDIATECARMARKET公眾PUBLIC產(chǎn)品品牌的理念,內(nèi)涵THEIDEAANDINTENSIONOFTHEPRODUCTSBRAND,傳播方法試駕傳播EVENTTESTDRIVE媒體對比性傳播COMPAREWITHOTHERSBRANDBYMEDIA用戶試駕體驗傳播USEREXPERIENCINGOFTESTDRIVE公眾充分全面了解改款車的增加性能和核心利益ABUNDANTLYUNDERSTANDINCREASEPERFORMANCEANDKEYINTERESTS傳播方法品牌印象傳播IMPRESSIONOFTHEBRAND重溫品牌印象傳播REVIEWTHEIMPRESSIONOFTHEBRAND公眾PUBLIC認(rèn)知改款車的品牌價值,并得到認(rèn)同,鞏固購買意向UNDERSTANDTHEBRANDVALUE,CONSOLIDATETHEPURPOSEOFBUYING點評新捷達(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項改進(jìn)之處”,給公眾留下深刻記憶運用的傳播手段較多。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COMMENTSNEWJETTAHASDONEMUCHPRWORKINPRELAUNCHPERIOD,ANDITHASLEFTMUCHDEEPIMPRESSIONSONTHEMASSMANYCOMMUNICATIONSCHANNELHASBEENUSEDINITSWORKANDHASSUCCEEDEDITHASNOTEXCITATEDTHETARGETEDCONSUMERS,THESCHEDULEISNOTREASONABLECOMMUNICATIONSSTRATEGYFORJETTA改款車上市傳播模型輿論猜測媒體試車品牌故事價格懸念試車報告上市新聞活動新聞市場評論產(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)點的體驗傳播COMMUNICATIONMODELS上市新聞EVENTCONSOLIDATENEWSTYLELAUNCHATTRACTTHEPUBLICSINTERESTTESTINGREPORTCOMMENTARYIMPROVEMENTNEWSTYLEAFTERKEEPTHEPUBLICSINTERESTPUBLICOPINIONMEDIATESTDRIVEBRANDSTORYPRICESUSPENSENEWSNEWSTYLEWARMUPATTRACTTHEPUBLICSINTERESTSTRENGTHENANDIMPROVETHEEXPERIENCEONTHEBASISOFINTERESTSLAUNCH05新款愛麗舍如何傳播HOWTOLAUNCH05新款愛麗舍傳播面臨的挑戰(zhàn)消費者對愛麗舍轎車產(chǎn)生關(guān)注疲勞，外形長時間沒有變化愛麗舍轎車以往的賣點不突出,傳播產(chǎn)品利益點過多,公眾沒有留下深刻的印象消費者對來自法國的產(chǎn)品區(qū)分認(rèn)識不清晰，對產(chǎn)品品牌的忠誠度低。立場神龍汽車公司堅持以用戶為中心,追求高性價比的產(chǎn)品設(shè)計理念,關(guān)注與尊重用戶,滿足用戶的消費心理傳播重點軟文傳播將放在“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CHALLENGECONSUMERSTIREDINELYSEE,NONCHANGEFORALONGTIMEPOINTISNOTOUTSTANDINGOFPASTSELLING,KEYMESSAGEWASTOOMUCH,DIDNOTLEFTTHEDEEPIMPRESSIONCONSUMERSCANNOTKNOWCLEARLYWHATISPRODUCTFROMFRANCE,THELOYALTYTOTHEPRODUCTSBRANDISLOWINFORMATION神龍汽車公司堅持以用戶為中心,追求高性價比的產(chǎn)品設(shè)計理念,關(guān)注與尊重用戶,滿足用戶的消費心理KEYPOINTSPREADTHEMESSAGE”THEFIRSTCARBRANDFORCHINESEFAMILY”,STANDOUTTHEHIGHTECHNOLOGYANDCOMFORTABLE,WORTHTOTRUST05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)利益點突出良好的操控性和舒適性目標(biāo)消費群成熟而理性，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、動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、凱越為主要競爭對手。OBJECTIVEELYESS05KEYPOINTSTANDOUTTHECOMFORTANDCONTROLLABILITYTARGETHIGHLYEDUCATEDMIDDLEINCOME,STABILITYWHITECOLLARFAMILY特性ENJOYLIFE,VALUEPRACTICAL,WANTOMAKETHELIFEMORECOMFORTANDELEGANTELYESSBRAND“ELEGANTLIFE”ROMANTICANDGRACEFULBRANDYARDSTICKSTYLEFAMILY，COMFORT,ECONOMYANDSAFEKEYMESSAGEKEYMESSAGE05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、實用的理性價值觀。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。ELYESS05NOTONLYIMPROVEDBUTALSOKEEPINGOUTSTANDINGQUALITYOFTHEORIGINALPRODUCTS,CANSTANDSAMPLING,ISTOTALLYPASSINGTHEPECULIARSTYLEOFTHECITROENCAR,ANDEXTENDINGMOTHERCOMPANYS,PRACTICALVALUESBECOMETHEKEYPRODUCTTHATTHECITROENMADEFIRSTBRANDCAROFCHINESEFAMILYFROMEUROPEPASSINGONISEXQUISITE,REFLECTTHEGRADE品質(zhì)傳承精亦求新如何傳播05新款愛麗舍HOWTOLAUNCH05新款愛麗舍轎車的認(rèn)知UNDERSTANDOFELYSEE05愛麗舍（ELYSEE）產(chǎn)品（重點核心改進(jìn)利益點）PRODUCTKEYPOINTIMPROVE品牌BRAND東風(fēng)雪鐵龍來自歐洲的中國家轎第一品牌CITROENTHEFIRSTCARBRANDOFCHINESEFAMILYFROMEUROPE愛麗舍中國標(biāo)桿性的家轎品牌ELYSEETHEYARDSTICKSTYLEFAMILYBRAND公眾關(guān)注05新款愛麗舍什么優(yōu)雅生活的情趣商務(wù)使用的舒適、實用內(nèi)部空間購買、使用成本動力強(qiáng)勁安全舒適精致現(xiàn)代外形05新款愛麗舍ELYSEENEWELYESS05產(chǎn)品關(guān)注點情感關(guān)注點改進(jìn)款重點關(guān)注原有品牌產(chǎn)品基礎(chǔ)上的核心改進(jìn)利益點外形、價格、性能、配置的改進(jìn)WHATSPUBLICINTERESTOFELYESSELEGANCELIFECOMFORT,PRACTICALITYINBUSINESSINTERSPACESBUY/USECOSTPOWERSAFELY,COMFORT精致現(xiàn)代外形NEWELYESS05PRODUCTSENSIBILITYIMPROVEONTHEBASETHECHANGEOFFACE,PRICE,PERFORMANCEANDCOLLOCATION傳播策略模型時間根據(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)提升非消費者對產(chǎn)品的認(rèn)知（樹立內(nèi)部員工的信心）階段二（上市關(guān)注期）吸引公眾的關(guān)注,密集傳播產(chǎn)品改進(jìn)利益點,價格,建立起改進(jìn)款的認(rèn)知（形成對產(chǎn)品的認(rèn)同與好感，促進(jìn)達(dá)成購買）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)成消費者的詢問）階段三（形象鞏固及增加銷量）在潛在消費群中樹立良好口碑,使公眾持續(xù)關(guān)注（建立一定數(shù)量的車住群體）COMMUNICATIONSTRATEGYMODELACCORDINGTOTHEMARKET,COMMUNICATIONMODELSINELYSEE05AREASFOLLOWSCOMMUNICATIONEFFECTPHASETWO（LAUNCH）ATTRACTINGTHEPUBLICCONCERNPROPAGATETHEIMPROVEPRODUCTSTOBUILDTHEUNDERSTANDOFNEWPRODUCT（REACHSALESPHASEONE（WARMUP）ATTRACTTHEPUBLICSINTEREST（MEETENQUIRES）PHASE（IMPRESSTHESALE）KEEPTHEPUBLICSLONGTERMINTEREST（BUILDUPACAROWNERGROUP）時間傳播策略方向EVENTOBJECTIVE經(jīng)銷商內(nèi)部人員培訓(xùn)、激勵短期內(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、體驗機(jī)會，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)對核心改進(jìn)利益點的體驗傳播形象鞏固側(cè)重幫助銷售目標(biāo)的達(dá)成媒體傳播搶占中心省會地區(qū)的市場份額,擴(kuò)展二三級城市的市場中心省會地區(qū)主要通過電視廣告,并配合一系列的平面電臺戶外網(wǎng)上及特殊媒體渠道迅速地建立起知名度二三級地區(qū)主要通過平面及經(jīng)銷商廣告,建立地區(qū)消費群信心PRSTRATEGYDIRECTIONOBJECTIVEDEALERTRAININGANDMOTIVATIONUPGRADETHEAWARENESSINSHORTPERIODENHANCEEXPERIENCEOPPORTUNITIESTOREACHTHESALESGOALPHASESTRATEGYINTERNALDEALERTRAININGANDMOTIVATIONPRESELLHELPDEALERTOGETORDER、TONEWITHNEWLAUNCHMARKETINGEVENTLAUNCHUPGRADETHEAWARENESSINSHORTPERIOD,INCREASEDTHEKEYBENEFITCOMMUNICATIONSSTABILITYREACHTHESALESGOALMEDIATAKETHEPROVINCIALCITY,EXPANDTIER2OR3TOWNSPROVINCIALCITYTVAD,ASSORTWITHBROADCASTINGPAPERINTERNETOUTDOORSTIER2OR3TOWNSPAPERMEDIATOCONNECTWITHTARGETEDCONSUMERSEVENTCOMMUNICATIONS前期內(nèi)部建設(shè)內(nèi)部建設(shè)目標(biāo)以內(nèi)部運作為主,讓內(nèi)部人員在短時間內(nèi)對產(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,內(nèi)部產(chǎn)品培訓(xùn)會,經(jīng)銷商會議,產(chǎn)品05款愛麗舍新品實施工具建設(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INTERNALBUILDINGINEARLYPERIODINTERNALBUILDINGOBJECTIVEINTERNALOPERATIONWILLBEDOMINATING,LETINTERNALEMPLOYEEHAVEAPROFOUNDCOGNITIONONPRODUCTFORMATIONTHUSTOBUILDCONFIDENCEINFORMATIONCOMMUNICATEDINTERNALCOMMUNICATIONANDTRAINING,POSITIONINGOF05VERSIONELYSEEANDPRODUCTIMPROVEMENTFEATUREORIENTATIONOFSTRATEGYNEWSRELEASE,INTERNALPRODUCTTRAININGDEALERSCONFERENCE,05VERSIONNEWELYSEEPRODUCTSIMPLEMENTATIONTOOLSBUILDINTERNALENVIRONMENT,ACCOMPLISHINTERNALPRODUCTTRAININGANDPROCEDUREBUILDINGAUXILIARYTOOLSNEWSRELEASE,PRODUCTMANUAL主要戰(zhàn)術(shù)行動設(shè)計一期待預(yù)售期產(chǎn)品懸念目標(biāo)通過平面,公關(guān)軟文,逐步激發(fā)消費者對改進(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)品利益點價格,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,直郵吸引目標(biāo)消費者實施工具,吸引公眾期待達(dá)成消費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,MAINTACTICSACTIONDESIGNIEXPECTATIONANDPRESELLPERIODPRODUCTSUSPENSEOBJECTIVEGRADUALLYSTIMULATETHECONSUMERSEXPECTATIONONPRODUCTIMPROVEMENTTHROUGHPROMOTIONARTICLESINPRINTMEDIAANDMAKETHECONSUMERSTOINQUIREINEXHIBITIONHALLANDORDERINADVANCEINFORMATIONCOMMUNICATEDEDUCETHE05VERSIONELYSEESEDAN,MAKESUSPENSEBEFOREDELIVERYTOTHEMARKETIMPROVEPRODUCTSBENEFIT/PRICETHEPUBLICPRAISECOMMUNICATIONOFTHEBRANDOFELYSEEANDTHEBRANDOFDCAD,WHICHMAKESTHEPUBLICTOEXPECTORIENTATIONOFSTRATEGYADVERTISEMENTONPRINTMEDIAANDWEBMEDIAFORTHELAUNCHINGOFNEWCARS,MEDIASTESTDRIVE,PRESELLINEXHIBITIONHALL,DIRECTPOSTALATTRACTTARGETCONSUMERSIMPLEMENTATIONTOOLS,ATTRACTTHEPUBLICSEXPECTATIONMAKECONSUMERSTOINQUIREAUXILIARYTOOLSEXHIBITIONINEXHIBITIONHALL,PRESELLSPECIFICATION,PLANARADVERTISEMENT,WEBADVERTISEMENTAUXILIARYTOOLS戰(zhàn)術(shù)行動簡介（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（SINA4SOHUTOM中國汽車網(wǎng)等）的汽車頻道開設(shè)專欄討論05款愛麗舍的暢想，結(jié)合網(wǎng)友對愛麗舍產(chǎn)品的評述共同進(jìn)行,引發(fā)網(wǎng)絡(luò)關(guān)于愛麗舍話題的討論?！?5款愛麗舍新品別名征集大賽”，吸引更多的用戶群體關(guān)注，獲勝者將邀請免費參觀武漢廠區(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)雪鐵龍在2004年的成績和對去年市場的看法公布東風(fēng)雪鐵龍在2005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其的期望媒體運用主要汽車媒體/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)其最有誘惑力的價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)涵媒體運用選擇廣泛媒體進(jìn)行覆蓋傳播TACTICSACTIONINTRODUCTIONICOMMUNICATIONTHROUGHINCIDENTTHEME“WHATKINDOFELYSEEDOYOUWANT”O(jiān)PENSPECIALCOLUMNSINTHEAUTOCHANNELOFMAJORWEBMEDIA（SINASOHUTOMCHINACARS）TOLEARNTHECONSUMERSIMAGINATIONON05VERSIONELYSEEANDEDUCEADISCUSSIONONELYSEEONTHEINTERNETBYCOMBINATIONTHEDISCUSSIONOFNETIZENSONELYSEEPRODUCTSDRAWTHEATTENTIONOFMOREUSERSTHROUGH“05VERSIONELYSEENEWPRODUCTALIASSOLICITATIONCONTEST”,THEWINNERSWILLBEINVITEDTOVISITWUHANBASEDWORKSHOPTOSEE05VERSIONELYSEESROLLINGOFTHEPRODUCTIONLINEPRCOMMUNICATIONDCADELYSEESBRANDSTRATEGYHIGHLEVELTALKSUMMARIZEDCADSACHIEVEMENTSIN2004ANDVIEWSONTHEAUTOMARKET2004PROMULGATEDCADSOVERALLSTRATEGYANDPRODUCTPLANNING2005,FORGE“CHINASPREMIERFAMILYSEDANBRANDFROMEUROPE”DISCLOSEINFORMATIONONTHENEWELYSEEWHICHISTOBELAUNCHEDONTHEMARKETANDEXPECTATIONONITFROMTHECOMPANYMEDIAAPPLICATIONMAJORAUTOMEDIA/AUTOPAGEOFBEIJINGSPRINTMEDIA/AUTOCHANNELOFMAJORWEBMEDIA05VERSIONELYSEEISTOBELAUNCHEDONTHEMARKETANNOUNCETHENEWSTHATTHE05VERSIONELYSEEISTOAPPEARONTHEMARKET,ASSUMEAMOSTAPPEALINGPRICECOMMUNICATIONELYSEESACHIEVEMENTINTHECHINESEMARKETSINCEITSLAUNCHINGGIVEPROMINENCETOITSQUALITYANDBRANDCONNOTATIONMEDIAAPPLICATIONSELECTBROADMEDIATOCOVERANDCOMMUNICATE主要戰(zhàn)術(shù)行動設(shè)計（二）上市關(guān)注期正式銷售宣傳風(fēng)暴目標(biāo)以中心省會城市為重點媒體投放點,輻射周邊二三級城市,改款產(chǎn)品的巡回路演配合不斷發(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,具有競爭力的價格,帶來更有質(zhì)感的生活享受,中級車市場的標(biāo)桿策略方向公益活動贊助,改款產(chǎn)品FBI軟文,大規(guī)模電視平面網(wǎng)絡(luò)電臺戶外特殊媒體實施工具在國內(nèi)重點城市形成集中的關(guān)注談?wù)摳叱?認(rèn)知度直線增長,從而吸引消費者達(dá)成購買配合材料第二波的媒體各類廣告軟文投放MAINTACTICSACTIONDESIGNIIATTENTIONPERIODAFTERGETTINGONTHEMARKETOFFICALSALESCOMMUNICATIONSTORMOBJECTIVEWITHCENTRALCAPITALCITIESASTHEKEY,RADIATETHESURROUNDINGSECONDANDTHIRDTIERCITIESEXHIBITIONTOUROFTHEREFITTEDPRODUCTANDTHECONSTANTLYDEVELOPINGSALESANDMAINTENANCESERVICENETWORKANDTRYTOOCCUPYALIONSSHAREINTHEDOMESTICINTERMEDIATECARMARKETINFORMATIONCOMMUNICATEDTHEBENEFITFOR05VERSIONELYSEESIMPROVEMENT,COMPETITIVEPRICEAGOODENJOYMENTANDTHEYARDSTICKOFTHEINTERMEDIATECARMARKETORIENTATIONOFSTRATEGYSPONSORPUBLICWELFAREACTIVITIES,RELEASEFBIARTICLESONTHEIMPROVEDPRODUCTSANDADVERTISEMENTSONTV/PRINTMEDIA/WEBMEDIA/RADIOANDSPECIALMEDIAIMPLEMENTATIONTOOLSFORMANINTENSIVEATTENTIONANDDISCUSSIONUPSURGEINMAJORCITIES,MAKETHECOGNITIONTORISECONSTANTLYTODRAWTHECONSUMERSTOBUYTHECARAUXILIARYMATERIALSTHESECONDROUNDMEDIAADVERTISEMENT/ARTICE戰(zhàn)術(shù)行動簡介（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)銷商場地選取獨特個性的發(fā)布場地，符合東風(fēng)雪鐵龍的品牌文化，除延續(xù)個性、時尚、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)行凱旋頒獎儀式。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)萬里行的系列活動在全國東風(fēng)雪鐵龍?zhí)丶s銷售服務(wù)店展開?；顒悠陂g，資深技師免費為客戶的座駕做全面的專業(yè)檢測并免費提供專業(yè)咨詢，同時填寫調(diào)查表可免費試駕05款愛麗舍。主題組織東風(fēng)雪鐵龍車主俱樂部活動由經(jīng)銷商協(xié)助車主組織聚會，同時進(jìn)行新品展示，現(xiàn)場講解，免費試駕TACTICSACTIONINTRODUCTIONIICOMMUNICATIONTHROUGHINCIDENTTHEMECEREMONYFORTHEROLLINGOFFPRODUCTIONLIENOFTHE05VERSIONELYSEEWATCHTHECEREMONYBYREPRESENTATIVEOFTHEMANUFACTURER,SOMEUSERS（WINNERSINALIASSOLICITATIONANDORDERINGUSERS,BACKBONEMEMBEROFCLUB）ANDDEALERSREPRESENTATIVEVISITTHEWORKSHOPAFTERWARDSTHEMECHECKBEFOREDELIVERYPRESSCONFERENCEFORTHELAUNCHINGOF05VERSIONELYSEEREPRESENTATIVESOFTHEMANUFACTURER,LOCALGOVERNMENTLEADERS,USERSREPRESENTATIVES,MEDIAREPRESENTATIVESANDDEALSREPRESENTATIVESSELECTANINDIVIDUALIZEDSITETALLYINGWITHTHEBRANDCULTUREOFDCADBESIDESSUCHSENSESASPERSONALITY,FASHION,GRACEANDROMANCE,PERFECTIONANDELEGANCESHALLBEREFLECTEDTHEMENATIONALMEDIATESTDRIVEHOLDINBEIJING,WUHAN,GUANGZHOUANDSHANGHAI,REPRESENTATIVESOFTHEMANUFACTURERANDKEYMEDIAINTHECOVERAGEAREAPOPULARANDAUTOMEDIATACTICSACTIONINTRODUCTIONIITHEMEVOLUNTEERSTESTDRIVEREPRESENTATIVESOFTHEMANUFACTURER,VOLUNTEERSANDKEYWEBMEDIAWILLPARTICIPATE,THECARSWILLBEDROVEALONGTHEYANGTZERIVERTOTHETERMINALSHANGHAIANDANAWARDINGCEREMONYWILLBEHELDINSHANGHAIFULLCOURSECOVERAGEBYCOOPERATIVEWEBMEDIATHEMESERIESACTIVITIESOFTHE“HOMELIKECONCERNS”SERVICE10,000LITRIPCARRYOUTINDCADSSPECIALSALESSTOREDURINGTHEACTIVITYPERIOD,SENIORTECHNICIANSWILLOFFERANALLROUNDPROFESSIONALCHECKINGFORTHECUSTOMERSCARSANDOFFERPROFESSIONALCONSULTATIONFORFREEIFYOUFILLINAQUESTIONNAIRE,YOUWILLWINACHANCETOTESTDRIVE05VERSIONELYSEETHEMEORGANIZEACTIVITYFORDCADCAROWNERCLUBDEALERSWILLASSISTINTHEORGANIZATION,NEWPRODUCTEXHIBITION,ONSITEINSTRUCTIONANDFREETESTDRIVEWILLBEORGANIZEDATTHESAMETIME戰(zhàn)術(shù)行動簡介（二）PR傳播東風(fēng)雪鐵龍打造新一代中級轎車的性價比標(biāo)志桿配置、安全性、節(jié)能性、駕駛舒適性新功能的改善與提升，突出產(chǎn)品的核心利益點東風(fēng)雪鐵龍以用戶為中心、追求高性價比的產(chǎn)品設(shè)計理念，滿足用戶的消費心理與其他同類型車的對比試駕報告綜合性價比分析（著重產(chǎn)品的改進(jìn)利益點）在同功能產(chǎn)品的前提下選擇國際品牌的利益點突出東風(fēng)雪鐵龍的愛麗舍品牌是值得用戶信賴的配合事件發(fā)展進(jìn)行媒體傳播報道東風(fēng)雪鐵龍的各項活動新聞詳細(xì)介紹活動內(nèi)容，傳播東風(fēng)雪鐵龍的汽車文化突出05款愛麗舍的核心利益點監(jiān)測媒體熟知市場聲音重點監(jiān)控網(wǎng)絡(luò)媒體的BBS論壇，及時應(yīng)付對05款愛麗舍新車的不良聲音與大眾媒體汽車版面記者勤溝通，了解對改款車的具體看法和撰文的意圖，及時溝通處理與汽車專業(yè)媒體記者保持良好溝通，掌握關(guān)于05款愛麗舍的各方面聲音，協(xié)調(diào)溝通TACTICSACTIONINTRODUCTIONIIPRCOMMUNICATIONDCADFORGESAPERFORMANCE/PRICERATIOYARDSTICKFORANEWGENERATIONOFINTERMEDIATESEDANSCONFIGURATION,SAFETY,ENERGYCONSERVATION,COMFORTINDRIVINGIMPROVEMENTANDUPLIFTINGOFNEWFUNCTIONS,KEYBENEFITWILLBEGIVEPROMINENCESTRESSONDCADSDESIGNCONCEPTOFPUTTINGUSEUSERFIRSTANDPURSUINGABIGPERFORMANCE/PRICERATIOTOMEETUSERSCONSUMPTIONPSYCHOLOGYCOMPARISONTESTDRIVEREPORTWITHOTHERSIMILARCARMODELSCOMPREHENSIVEPERFORMANCE/PRICERATIOANALYSIS（STRESSONTHEBENEFITOFPRODUCTIMPROVEMENT）BENEFITOFSELECTINGINTERNATIONALBRANDUNDERTHEPREMISEOFPRODUCTSWITHSIMILARFUNCTIONSSTRESSTHATTHEELYSEEBRANDDESERVESTHEUSERSTRUSTCOMMUNICATEINCOORDINATIONWITHINCIDENTDEVELOPMENTREPORTNEWSONVARIOUSACTIVITIESOFDCADDETAILEDINTRODUCTIONOFACTIVITYCONTENTS,COMMUNICATIONDCADSAUTOCULTURESTRESSONTHECOREBENEFITOFTHE05VERSIONELYSEEMONITORMEDIATOLEARNTHEVOICEFROMTHEMARKETATTACHIMPORTANCETOTHEMONITORINGOFBBS,DISPOSALNEGATIVECOMMENTSONTHE05VERSIONELYSEETIMELYFREQUENTCOMMUNICATIONWITHREPORTSOFTHEAUTOPAGEOFPOPULARMEDIA,LEARNTHEVIEWSONTHE05VERSIONELYSEEANDINTENTIONINCOMPOSINGNEGATIVEARTICLESANDDISPOSE