爱丽舍公关传播方案

爱丽舍公关传播方案爱丽舍公关传播方案ELYSEEPRCOMMUNICATIONPLANFORELYSEE时空视点传播机构北京上海广州杭州DEC130405新款爱丽舍传播目标OBJECTIVE帮助05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知HELPELYSEESMOOTHLYINSERTTOMARKETS,SETUPCONSUMERSCOGNITION推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入认知FUNDUPTHEUNDERSTANDOFELYSEEANDCITRONBRANDTHROUGHTOUSERSEXPERIENCEOFPRODUCT作为改款车，爱丽舍05款该如何传播HOWTOLAUNCHELYSEEASACHANGEFUNDCAR改款车上市传播研究RESEARCHREPORT在改款车上市案例研究中，时空视点选择04年传播较为成功的桑塔纳3000上市传播和新捷达两款车的传播策略INTHISREPORT,EVISIONWILLGIVETWOEXAMPLESASSANTANA3000ANDNEWJETTAWHICHISSUCCESSFULLAUNCHIN2004时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽舍05款上市的传播策略EVISIONHASALREADYSYSTEMATICRESEARCHEDCOMMUNICATIONTACTICSOFCHANGEFUNDCAR,THATTOMAKETHECOMMUNICATIONTACTICSOFELYSEEACCORDINGTHISGUIDANCE桑塔纳3000SANTANA3000上市背景中级车市场自2003年下半年以来，售价12万18万元、排量18升的中级车已经开始日渐成为国内轿车市场的消费主流。3000型取代2000型普桑问世近20年、2000型投产近10年之后，作为国内单一品牌保有量最大的轿车桑塔纳正在面临产品的老化和市场的衰退上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯越、伊兰特等新锐产品竞争BACKGROUNDINTERMEDIATEMARKETSINCETHESECONDHALFOF2003,INTERMEDIATECARSWHATTHEPRICEOF120180THOUSANDYUAN,DISPLACEMENT18LITERSHASALREADYBEGUNTOBECOMETHEMAINCONSUMPTIONOFTHEDOMESTICCARMARKET3000REPLACETO2000THEMOMENTOFTHEGENERALSANTANACAMEOUT20YEARS,2000TYPESHAVEGONEINTOOPERATION10YEARS,SANTANAASTHETOPSELLINGCARWASFACINGTHEDECLINEOFTHEPRODUCTSANDWEARINGOUTMARKETSHANGHAIVOLKSWAGENHOPEDTOREBUILDTHESANTANABRANDTHROUGHREFLASHSTYLEOFCAR,STEPONEVOICEPUBLICIMAGE对新车猜测桑塔纳3000可能要上市VS桑塔纳3000可能不会上市THEIMAGEOFTHENEWPRODUCTSANTANA3000WILLCOMEOUTOFTHEMARKETVSSANTANAWILLNOTCOMEOUTOFTHEMARKET公众PUBLIC桑塔纳可能要出3000型了SANTANA3000GOINGSHOWOUT桑塔纳3000型是什么样的车WHATKINDOFTHECARISIT桑塔纳3000第二轮传播STEPTWO传播内容品牌故事VOICEBRANDSTORY桑塔纳品牌的历史（历史回顾、产业贡献、市场反应等）THEHISTORYOFSANTANAREVIEW,OFFERS,MARKETFEEDBACK,ANDSOON桑塔纳品牌在中国的未来THEFUTUREOFTHEBRANDINCHINA公众PUBLIC桑塔纳品牌是一种属于中国市场的品牌SANTANAISANPARTOFCHINESEMARKETBRAND应继续支持桑塔纳品牌SHOULDBECONTINUETOSUPPORT桑塔纳3000第三轮传播STEPTHREE传播内容媒体试车VOICETESTDRIVEOFMEDIA上海大众的实力和决心THESTRENGTHANDPURPOSE产品FIRSTLOOK（试车）FIRSTLOOKTESTDRIVE公众PUBLIC桑塔纳品牌是一种属于中国市场的品牌SANTANAGROWUPWITHCHINESEAUTOMARKET,应继续支持桑塔纳品牌CARRYONSUPPORTCHINESEBRAND桑塔纳3000第三轮传播STEPTHREE传播内容改款车利益点VOICEADVANTAGEOFTHENEWSTYLE谍照外观PICTUREFACE价格猜测PRICEIMAGE公众PUBLIC桑塔纳3000快要上市SANTANA3000LANDINMARKETSOON上市价格WHATSTHEPRICEINMARKET传播内容密集传播EVENT活动仪式新闻传播ACTION/NEWSCOMMUNICATION配合产品的试驾活动进行配合传播COMMUNICATIONFORTESTDRIVE公众PUBLIC产品的改进点IMPROVEMENTOFPRODUCT产品的最新价格THELATESTPRICEOFNEWPRODUCT传播内容市场评论传播VOICECOMMENTARYOFMARKET突出改款车在产业中的地位STANDOUTTHESTATUSOFNEWSTYLE产品品牌的传播COMMUNICATIONOFBRAND公众PUBLIC重温品牌的口碑效应REVIEWBRANDINTENSION了解产品的市场地位DEEPUNDERSTANDTHEPRODUCTWORTH传播内容产品功能传播VOICEFUNCTION对改款车的功能改进点进行详解MINUTEINTRODUCETHEIMPROVEMENT进行对比性传播COMPAREWITHOTHERS公众PUBLIC熟知产品的核心利益点KNOWTHEKEYMESSAGEVERYWELL了解与竞争品牌的区分KNOWTHEDIFFERENTWITHOTHERS传播内容试驾传播EVENTTESTDRIVE体验传播体现改款车的技术特征REFLECTTHATCHANGESTHETECHNOLOGICALCHARACTERISTICOFTHEFUNDCAR公众PUBLIC全面了解体会到改款车的产品优势ALLAROUNDREALIZETHEADVANTAGEOFTHENEWCAR桑塔纳3000改款传播研究点评桑塔纳3000还未上市，就在全国引发了一起“3000悬念”，媒体纷纷扎进解密3000的怪圈，在其外观线条变化、2000是否停产等细节上纠缠不休，让消费者有石破天惊的分量感。待到解密之日，可以总结为“加质不加价，桑塔纳2000变相降价”。但就是这样一个简单的降价，上海大众却利用桑塔纳2000这个单一车型销售之冠即将被替代作悬念，将众人的目光引向还未现身的替代车型，营造神秘感；利用桑塔纳2000代表一个时代的概念，推出3000的升级概念，将3000的地位推向另一个高点。整体传播安排有序,但缺乏用户对产品的体验性传播和改款产品的对比性传播过少。BEFORESANTANA3000COMEINTOTHEMARKET,ALLCOUNTRIESHADAIMAGINATIONOF3000,THENATIONALMEDIASALLPAYATTENTIONTOTHESPECIFICOFTHEPRODUCTWHATCHANGEOFTHEFACEWHETHERTHE2000STOPPRODUCTIONHAVEATTRACTEDCONSUMERSHEIGHTATTENTIONANDINTERESTWHENTHERESULTCLEARREVELATION“MOREOFFERSBUTSAMEPRICE”,THESIMPLEACTIONOFREDUCETHEPRICEOFSANTANA2000,DRESSEDUPASTHEISSUEOFTHENEWPRODUCTSSANTANA3000,GUIDEEVERYBODYINTERESTINTHEUPGRADENEWSTYLEWHATWASNOTAPPEARINGYET,BUILDMYSTIQUEANDALSOMADEAPICTURETHATTHETIMESREPRESENTEDBYSANTANA2000ISOVER,SANTANA3000STIMESCOMING,PUSHTHEPOSITIONOF3000TOANOTHERCULMINATIONTHISISAINTEGRITYANDTYPICALPRCOMMUNICATION,BUTTHECASESWEAKNESSISUSERSEXPERIENCEANDPRODUCTSCONTRASTNOTENOUGH新捷达NEWJETTA上市背景BACKGROUND捷达情况INTRODUCTION捷达一直不变的“朴实”外形让钟爱时尚的人们颇有微词。THEFASHIONPERSONALLDONTLIKETHENEVERCHANGESIMAGE“PLAIN”捷达已经经历了3次大的技术革新，完全是趋向于实用主义，符合当时消费者的心态。JETTAHASALREADYGONETHROUGH3GREATTECHNOLOGICALINNOVATIONS,HASTOTALLYTRENDEDTOWARDSTHEPRAGMATISM,ACCORDWITHCONSUMERSNEEDATTHATTIME新捷达项目于2002年2月正式启动，总投资为3亿元人民币，是一汽大众公司与德国保时捷公司开发小组历经两年的严谨合作，在长春共同完成。THENEWJETTASPROJECTWASSTARTEDINFEBRUARY2002,THEINVESTMENTWAS300MILLIONYUAN,THEFAWVOLKSWAGENANDGERMANPORSCHEDEVELOPTOGETHERINTWOYEARS,FINISHTOGETHERINCHANGCHUN市场状况MARKETING有富康和桑塔纳2000的改型在前，新捷达的问世也早已在人们的预料之中。但其上市的速度之快，改进的项目之多还是超出了许多业人的估计。NEWJETTALAUNCHOUTLATERTHANFUKANGANDSANTANA2000,ITSALREADYINPEOPLESEXPECTATIONBUTOUTOFEXPECTATION,ITCOMEINTOTHEMARKETSOFASTANDIMPROVEDSOMANY在个性消费氛围日益浓烈的中国，消费者对汽车的外形和其他配置的人性化要求越来越高。INCHINESEMARKETRIGHTNOW,CONSUMERSREQUIRETOMOREHUMANIZATIONOFTHEAPPEARANCEANDOTHERDISPOSITIONS传播内容品牌故事VOICEBRANDSTORY捷达历年的辉煌业绩，消费者调查显示、近期捷达业绩等文章的宣传REFULGENTHISTORYOFJETTA,CONSUMERSINVESTIGATE,LATESTACHIEVEMENTOFJETTA公众PUBLIC捷达一个老品牌，有着辉煌的业绩JETTAISANOLDANDREFULGENTBRAND捷达是一款大家都公认的好车JETTAISAGOODCARTHATEVERYBODYCONFESSED传播内容舆论关注VOICETHEPUBLICOPINION传播一汽大众将要推出04款捷达THENEWJETTA04WILLLAUNCHOUT对比传播巩固捷达的市场地位COMPAREWITHANDPROPAGATETHEMARKETSTATUSWHICHCONSOLIDATESJETTA老款捷大降价，腾出价格空间GREATSALEOFOLDJETTA,VACATETHEPRICESPACE公众PUBLIC04款的捷达应该是一辆不错的车THEJETTA04SHOULDBEGOOD传播内容最后悬念VOICELASTIMAGE引导舆论，加强关注各种已上市信息的传播新款捷达的产品技术宣传公众捷达随时就上市了，现在已买得很火捷达实力很强，非消费者欢迎度高传播方法密集传播上市仪式新闻,的传播THENEWOFLAUNCH产品活动传播,软文配合EVENTWITHNEWS人物采访,企业,产品品牌的传播INTERVIEW,ENTERPRISESPRODUCTANDBRANDCOMMUNICATION公众PUBLIC关注改款产品的外形,配置和价格MORECAREOFTHEFACE,PRICE,DISPOSINGOFTHENEWPRODUCT传播方法改进点传播VOICE通过改款车的价格,产品性能,外观等进行详解MINUTEINTRODUCETHEPRICE,PERFORMANCE,FACEANDSOON公众PUBLIC持续关注改款产品的外形,配置和价格STILLATTENTIONINTHEFACE,PRICEANDDISPOSINGOFTHEPRODUCT传播方法市场评论VOICECOMMENTARYOFMARKET新捷达在中级轿车市场中的地位THESTATUSOFNEWSTYLEININTERMEDIATECARMARKET公众PUBLIC产品品牌的理念,内涵THEIDEAANDINTENSIONOFTHEPRODUCTSBRAND,传播方法试驾传播EVENTTESTDRIVE媒体对比性传播COMPAREWITHOTHERSBRANDBYMEDIA用户试驾体验传播USEREXPERIENCINGOFTESTDRIVE公众充分全面了解改款车的增加性能和核心利益ABUNDANTLYUNDERSTANDINCREASEPERFORMANCEANDKEYINTERESTS传播方法品牌印象传播IMPRESSIONOFTHEBRAND重温品牌印象传播REVIEWTHEIMPRESSIONOFTHEBRAND公众PUBLIC认知改款车的品牌价值,并得到认同,巩固购买意向UNDERSTANDTHEBRANDVALUE,CONSOLIDATETHEPURPOSEOFBUYING点评新捷达的整体传播量比较大，铺垫工作做得很早，在即将上市前后采用了悬念传播和较密集的传播“轰炸”新捷达很好的提炼出“21项改进之处”,给公众留下深刻记忆运用的传播手段较多。属于是比较成功的改款车上市传播策略。上市前期的传播手段不高明,没有很好的引起更多公众的期待传播次序安排不是很有序捷达改款传播研究COMMENTSNEWJETTAHASDONEMUCHPRWORKINPRELAUNCHPERIOD,ANDITHASLEFTMUCHDEEPIMPRESSIONSONTHEMASSMANYCOMMUNICATIONSCHANNELHASBEENUSEDINITSWORKANDHASSUCCEEDEDITHASNOTEXCITATEDTHETARGETEDCONSUMERS,THESCHEDULEISNOTREASONABLECOMMUNICATIONSSTRATEGYFORJETTA改款车上市传播模型舆论猜测媒体试车品牌故事价格悬念试车报告上市新闻活动新闻市场评论产品改进品牌强化改款产品上市前改款产品上市中改款产品上市后吸引公众产生期待吸引公众关注公众持续关注改款车上市在原有的品牌利益基础上,增强改进点的体验传播COMMUNICATIONMODELS上市新闻EVENTCONSOLIDATENEWSTYLELAUNCHATTRACTTHEPUBLICSINTERESTTESTINGREPORTCOMMENTARYIMPROVEMENTNEWSTYLEAFTERKEEPTHEPUBLICSINTERESTPUBLICOPINIONMEDIATESTDRIVEBRANDSTORYPRICESUSPENSENEWSNEWSTYLEWARMUPATTRACTTHEPUBLICSINTERESTSTRENGTHENANDIMPROVETHEEXPERIENCEONTHEBASISOFINTERESTSLAUNCH05新款爱丽舍如何传播HOWTOLAUNCH05新款爱丽舍传播面临的挑战消费者对爱丽舍轿车产生关注疲劳，外形长时间没有变化爱丽舍轿车以往的卖点不突出,传播产品利益点过多,公众没有留下深刻的印象消费者对来自法国的产品区分认识不清晰，对产品品牌的忠诚度低。立场神龙汽车公司坚持以用户为中心,追求高性价比的产品设计理念,关注与尊重用户,满足用户的消费心理传播重点软文传播将放在“来自欧洲的中国家轿第一品牌”,突出爱丽舍轿车的技术含量和舒适性,是值得信赖的产品CHALLENGECONSUMERSTIREDINELYSEE,NONCHANGEFORALONGTIMEPOINTISNOTOUTSTANDINGOFPASTSELLING,KEYMESSAGEWASTOOMUCH,DIDNOTLEFTTHEDEEPIMPRESSIONCONSUMERSCANNOTKNOWCLEARLYWHATISPRODUCTFROMFRANCE,THELOYALTYTOTHEPRODUCTSBRANDISLOWINFORMATION神龙汽车公司坚持以用户为中心,追求高性价比的产品设计理念,关注与尊重用户,满足用户的消费心理KEYPOINTSPREADTHEMESSAGE”THEFIRSTCARBRANDFORCHINESEFAMILY”,STANDOUTTHEHIGHTECHNOLOGYANDCOMFORTABLE,WORTHTOTRUST05新款爱丽舍传播主旨05新款爱丽舍轿车05款产品的核心改进利益点突出良好的操控性和舒适性目标消费群成熟而理性，受教育程度较高、中等收入、稳重的白领家庭特性大气的外观、爱丽舍品牌“精致生活，精彩演绎”，体现尊贵、法国式的优雅和品味标杆性家轿，兼顾了舒适性、经济性、动力性和安全性主旨适应市场需求的变化，提升产品的竞争力，促进销售作为东风雪铁龙的销售主力品牌产品，在05款新品上市之后将视桑塔纳、捷达、伊兰特、凯越为主要竞争对手。OBJECTIVEELYESS05KEYPOINTSTANDOUTTHECOMFORTANDCONTROLLABILITYTARGETHIGHLYEDUCATEDMIDDLEINCOME,STABILITYWHITECOLLARFAMILY特性ENJOYLIFE,VALUEPRACTICAL,WANTOMAKETHELIFEMORECOMFORTANDELEGANTELYESSBRAND“ELEGANTLIFE”ROMANTICANDGRACEFULBRANDYARDSTICKSTYLEFAMILY，COMFORT,ECONOMYANDSAFEKEYMESSAGEKEYMESSAGE05新款爱丽舍在保持原有产品优秀品质的基础上进行的改进，经得住品味与推敲，完全传承了雪铁龙轿车的特有风格、并延续着神龙公司严瑾、实用的理性价值观。成为东风雪铁龙打造“来自欧洲的中国家轿第一品牌”的核心产品。ELYESS05NOTONLYIMPROVEDBUTALSOKEEPINGOUTSTANDINGQUALITYOFTHEORIGINALPRODUCTS,CANSTANDSAMPLING,ISTOTALLYPASSINGTHEPECULIARSTYLEOFTHECITROENCAR,ANDEXTENDINGMOTHERCOMPANYS,PRACTICALVALUESBECOMETHEKEYPRODUCTTHATTHECITROENMADEFIRSTBRANDCAROFCHINESEFAMILYFROMEUROPEPASSINGONISEXQUISITE,REFLECTTHEGRADE品质传承精亦求新如何传播05新款爱丽舍HOWTOLAUNCH05新款爱丽舍轿车的认知UNDERSTANDOFELYSEE05爱丽舍（ELYSEE）产品（重点核心改进利益点）PRODUCTKEYPOINTIMPROVE品牌BRAND东风雪铁龙来自欧洲的中国家轿第一品牌CITROENTHEFIRSTCARBRANDOFCHINESEFAMILYFROMEUROPE爱丽舍中国标杆性的家轿品牌ELYSEETHEYARDSTICKSTYLEFAMILYBRAND公众关注05新款爱丽舍什么优雅生活的情趣商务使用的舒适、实用内部空间购买、使用成本动力强劲安全舒适精致现代外形05新款爱丽舍ELYSEENEWELYESS05产品关注点情感关注点改进款重点关注原有品牌产品基础上的核心改进利益点外形、价格、性能、配置的改进WHATSPUBLICINTERESTOFELYESSELEGANCELIFECOMFORT,PRACTICALITYINBUSINESSINTERSPACESBUY/USECOSTPOWERSAFELY,COMFORT精致现代外形NEWELYESS05PRODUCTSENSIBILITYIMPROVEONTHEBASETHECHANGEOFFACE,PRICE,PERFORMANCEANDCOLLOCATION传播策略模型时间根据市场传播规律，我们认为05款爱丽舍的传播模型如下传播效果内部建设提升非消费者对产品的认知（树立内部员工的信心）阶段二（上市关注期）吸引公众的关注,密集传播产品改进利益点,价格,建立起改进款的认知（形成对产品的认同与好感，促进达成购买）阶段一（期待预售期）引出05款爱丽舍轿车，吸引公众产生期待（达成消费者的询问）阶段三（形象巩固及增加销量）在潜在消费群中树立良好口碑,使公众持续关注（建立一定数量的车住群体）COMMUNICATIONSTRATEGYMODELACCORDINGTOTHEMARKET,COMMUNICATIONMODELSINELYSEE05AREASFOLLOWSCOMMUNICATIONEFFECTPHASETWO（LAUNCH）ATTRACTINGTHEPUBLICCONCERNPROPAGATETHEIMPROVEPRODUCTSTOBUILDTHEUNDERSTANDOFNEWPRODUCT（REACHSALESPHASEONE（WARMUP）ATTRACTTHEPUBLICSINTEREST（MEETENQUIRES）PHASE（IMPRESSTHESALE）KEEPTHEPUBLICSLONGTERMINTEREST（BUILDUPACAROWNERGROUP）时间传播策略方向EVENTOBJECTIVE经销商内部人员培训、激励短期内提升05款爱丽舍的认知度增加目标受众群体的产品接触、体验机会，帮助达成销售目标阶段性策略内部建设经销商内部人员培训、激励预售期帮助经销商拿到订单、配合新车上市的市场推广运作上市关注期侧重提升05款爱丽舍品牌认知度,增强对核心改进利益点的体验传播形象巩固侧重帮助销售目标的达成媒体传播抢占中心省会地区的市场份额,扩展二三级城市的市场中心省会地区主要通过电视广告,并配合一系列的平面电台户外网上及特殊媒体渠道迅速地建立起知名度二三级地区主要通过平面及经销商广告,建立地区消费群信心PRSTRATEGYDIRECTIONOBJECTIVEDEALERTRAININGANDMOTIVATIONUPGRADETHEAWARENESSINSHORTPERIODENHANCEEXPERIENCEOPPORTUNITIESTOREACHTHESALESGOALPHASESTRATEGYINTERNALDEALERTRAININGANDMOTIVATIONPRESELLHELPDEALERTOGETORDER、TONEWITHNEWLAUNCHMARKETINGEVENTLAUNCHUPGRADETHEAWARENESSINSHORTPERIOD,INCREASEDTHEKEYBENEFITCOMMUNICATIONSSTABILITYREACHTHESALESGOALMEDIATAKETHEPROVINCIALCITY,EXPANDTIER2OR3TOWNSPROVINCIALCITYTVAD,ASSORTWITHBROADCASTINGPAPERINTERNETOUTDOORSTIER2OR3TOWNSPAPERMEDIATOCONNECTWITHTARGETEDCONSUMERSEVENTCOMMUNICATIONS前期内部建设内部建设目标以内部运作为主,让内部人员在短时间内对产品形成深刻的认知,从而建立强大的信心传播的信息内部传播和教育05款爱丽舍定位及产品改进特性策略方向新闻发布会,内部产品培训会,经销商会议,产品05款爱丽舍新品实施工具建设内部环境,完成内部的产品教育和流程建设配合工具新闻稿,产品手册INTERNALBUILDINGINEARLYPERIODINTERNALBUILDINGOBJECTIVEINTERNALOPERATIONWILLBEDOMINATING,LETINTERNALEMPLOYEEHAVEAPROFOUNDCOGNITIONONPRODUCTFORMATIONTHUSTOBUILDCONFIDENCEINFORMATIONCOMMUNICATEDINTERNALCOMMUNICATIONANDTRAINING,POSITIONINGOF05VERSIONELYSEEANDPRODUCTIMPROVEMENTFEATUREORIENTATIONOFSTRATEGYNEWSRELEASE,INTERNALPRODUCTTRAININGDEALERSCONFERENCE,05VERSIONNEWELYSEEPRODUCTSIMPLEMENTATIONTOOLSBUILDINTERNALENVIRONMENT,ACCOMPLISHINTERNALPRODUCTTRAININGANDPROCEDUREBUILDINGAUXILIARYTOOLSNEWSRELEASE,PRODUCTMANUAL主要战术行动设计一期待预售期产品悬念目标通过平面,公关软文,逐步激发消费者对改进产品的期待,达成到展厅的问询及预订传播的信息引出改款05款爱丽舍轿车,上市前的悬念制造改进产品利益点价格,爱丽舍的品牌口碑传播和东风雪铁龙的品牌传播,公众值得期待策略方向经销商新车上市平面广告,网络广告,媒体试乘试驾,展厅预售活动,直邮吸引目标消费者实施工具,吸引公众期待达成消费者的闻询配合工具展厅展示,展厅预售细则,预售平面广告,网上广告,MAINTACTICSACTIONDESIGNIEXPECTATIONANDPRESELLPERIODPRODUCTSUSPENSEOBJECTIVEGRADUALLYSTIMULATETHECONSUMERSEXPECTATIONONPRODUCTIMPROVEMENTTHROUGHPROMOTIONARTICLESINPRINTMEDIAANDMAKETHECONSUMERSTOINQUIREINEXHIBITIONHALLANDORDERINADVANCEINFORMATIONCOMMUNICATEDEDUCETHE05VERSIONELYSEESEDAN,MAKESUSPENSEBEFOREDELIVERYTOTHEMARKETIMPROVEPRODUCTSBENEFIT/PRICETHEPUBLICPRAISECOMMUNICATIONOFTHEBRANDOFELYSEEANDTHEBRANDOFDCAD,WHICHMAKESTHEPUBLICTOEXPECTORIENTATIONOFSTRATEGYADVERTISEMENTONPRINTMEDIAANDWEBMEDIAFORTHELAUNCHINGOFNEWCARS,MEDIASTESTDRIVE,PRESELLINEXHIBITIONHALL,DIRECTPOSTALATTRACTTARGETCONSUMERSIMPLEMENTATIONTOOLS,ATTRACTTHEPUBLICSEXPECTATIONMAKECONSUMERSTOINQUIREAUXILIARYTOOLSEXHIBITIONINEXHIBITIONHALL,PRESELLSPECIFICATION,PLANARADVERTISEMENT,WEBADVERTISEMENTAUXILIARYTOOLS战术行动简介（一）事件传播主题“你想要什么样的爱丽舍”在主要的网络媒体上（SINA4SOHUTOM中国汽车网等）的汽车频道开设专栏讨论05款爱丽舍的畅想，结合网友对爱丽舍产品的评述共同进行,引发网络关于爱丽舍话题的讨论。“05款爱丽舍新品别名征集大赛”，吸引更多的用户群体关注，获胜者将邀请免费参观武汉厂区，参加05款爱丽舍下线仪式。PR传播东风雪铁龙爱丽舍2005品牌战略高层访谈总结东风雪铁龙在2004年的成绩和对去年市场的看法公布东风雪铁龙在2005年的整体战略和产品规划，打造“来自欧洲的中国第一家轿品牌”透露即将上市的爱丽舍新品情况以及公司对其的期望媒体运用主要汽车媒体/北京都市媒体汽车版面/主要网络媒体汽车栏目爱丽舍2005年新款即将面市告知05新款爱丽舍即将上市的消息,假设其最有诱惑力的价格传播爱丽舍在中国上市以来所取得的成绩突出其产品的优良品质和品牌内涵媒体运用选择广泛媒体进行覆盖传播TACTICSACTIONINTRODUCTIONICOMMUNICATIONTHROUGHINCIDENTTHEME“WHATKINDOFELYSEEDOYOUWANT”OPENSPECIALCOLUMNSINTHEAUTOCHANNELOFMAJORWEBMEDIA（SINASOHUTOMCHINACARS）TOLEARNTHECONSUMERSIMAGINATIONON05VERSIONELYSEEANDEDUCEADISCUSSIONONELYSEEONTHEINTERNETBYCOMBINATIONTHEDISCUSSIONOFNETIZENSONELYSEEPRODUCTSDRAWTHEATTENTIONOFMOREUSERSTHROUGH“05VERSIONELYSEENEWPRODUCTALIASSOLICITATIONCONTEST”,THEWINNERSWILLBEINVITEDTOVISITWUHANBASEDWORKSHOPTOSEE05VERSIONELYSEESROLLINGOFTHEPRODUCTIONLINEPRCOMMUNICATIONDCADELYSEESBRANDSTRATEGYHIGHLEVELTALKSUMMARIZEDCADSACHIEVEMENTSIN2004ANDVIEWSONTHEAUTOMARKET2004PROMULGATEDCADSOVERALLSTRATEGYANDPRODUCTPLANNING2005,FORGE“CHINASPREMIERFAMILYSEDANBRANDFROMEUROPE”DISCLOSEINFORMATIONONTHENEWELYSEEWHICHISTOBELAUNCHEDONTHEMARKETANDEXPECTATIONONITFROMTHECOMPANYMEDIAAPPLICATIONMAJORAUTOMEDIA/AUTOPAGEOFBEIJINGSPRINTMEDIA/AUTOCHANNELOFMAJORWEBMEDIA05VERSIONELYSEEISTOBELAUNCHEDONTHEMARKETANNOUNCETHENEWSTHATTHE05VERSIONELYSEEISTOAPPEARONTHEMARKET,ASSUMEAMOSTAPPEALINGPRICECOMMUNICATIONELYSEESACHIEVEMENTINTHECHINESEMARKETSINCEITSLAUNCHINGGIVEPROMINENCETOITSQUALITYANDBRANDCONNOTATIONMEDIAAPPLICATIONSELECTBROADMEDIATOCOVERANDCOMMUNICATE主要战术行动设计（二）上市关注期正式销售宣传风暴目标以中心省会城市为重点媒体投放点,辐射周边二三级城市,改款产品的巡回路演配合不断发展的东风雪铁龙的销售维修服务网络发展,迅速抢占国内中级家轿市场份额传播的信息05款爱丽舍的产品改进利益点,具有竞争力的价格,带来更有质感的生活享受,中级车市场的标杆策略方向公益活动赞助,改款产品FBI软文,大规模电视平面网络电台户外特殊媒体实施工具在国内重点城市形成集中的关注谈论高潮,认知度直线增长,从而吸引消费者达成购买配合材料第二波的媒体各类广告软文投放MAINTACTICSACTIONDESIGNIIATTENTIONPERIODAFTERGETTINGONTHEMARKETOFFICALSALESCOMMUNICATIONSTORMOBJECTIVEWITHCENTRALCAPITALCITIESASTHEKEY,RADIATETHESURROUNDINGSECONDANDTHIRDTIERCITIESEXHIBITIONTOUROFTHEREFITTEDPRODUCTANDTHECONSTANTLYDEVELOPINGSALESANDMAINTENANCESERVICENETWORKANDTRYTOOCCUPYALIONSSHAREINTHEDOMESTICINTERMEDIATECARMARKETINFORMATIONCOMMUNICATEDTHEBENEFITFOR05VERSIONELYSEESIMPROVEMENT,COMPETITIVEPRICEAGOODENJOYMENTANDTHEYARDSTICKOFTHEINTERMEDIATECARMARKETORIENTATIONOFSTRATEGYSPONSORPUBLICWELFAREACTIVITIES,RELEASEFBIARTICLESONTHEIMPROVEDPRODUCTSANDADVERTISEMENTSONTV/PRINTMEDIA/WEBMEDIA/RADIOANDSPECIALMEDIAIMPLEMENTATIONTOOLSFORMANINTENSIVEATTENTIONANDDISCUSSIONUPSURGEINMAJORCITIES,MAKETHECOGNITIONTORISECONSTANTLYTODRAWTHECONSUMERSTOBUYTHECARAUXILIARYMATERIALSTHESECONDROUNDMEDIAADVERTISEMENT/ARTICE战术行动简介（二）事件传播主题05款爱丽舍下线仪式厂商代表及部分用户（参别名大赛获胜者和其他订购车主、俱乐部骨干成员）和经销商代表参加下线仪式随后进行参观厂区主题“重”装上阵，征战2005东风雪铁龙05款爱丽舍上市新闻发布会厂商代表、地方领导、用户代表、媒体代表和经销商场地选取独特个性的发布场地，符合东风雪铁龙的品牌文化，除延续个性、时尚、优雅、浪漫的气息外，还应洋溢着完美、极致的风格。主题全国媒体试驾会在北京、武汉、广州、上海举行，厂商代表、当地及覆盖区域的重点媒体（大众类及汽车专业类）主题“一江春水向东去”志愿者试驾新车之旅厂商代表、志愿代表以及重要网络媒体的合作伙伴共同参与，沿着长江驾车驶向目的地上海，最后在上海车展进行凯旋颁奖仪式。合作网络媒体进行全程纪录传播主题“家一样关怀”服务万里行的系列活动在全国东风雪铁龙特约销售服务店展开。活动期间，资深技师免费为客户的座驾做全面的专业检测并免费提供专业咨询，同时填写调查表可免费试驾05款爱丽舍。主题组织东风雪铁龙车主俱乐部活动由经销商协助车主组织聚会，同时进行新品展示，现场讲解，免费试驾TACTICSACTIONINTRODUCTIONIICOMMUNICATIONTHROUGHINCIDENTTHEMECEREMONYFORTHEROLLINGOFFPRODUCTIONLIENOFTHE05VERSIONELYSEEWATCHTHECEREMONYBYREPRESENTATIVEOFTHEMANUFACTURER,SOMEUSERS（WINNERSINALIASSOLICITATIONANDORDERINGUSERS,BACKBONEMEMBEROFCLUB）ANDDEALERSREPRESENTATIVEVISITTHEWORKSHOPAFTERWARDSTHEMECHECKBEFOREDELIVERYPRESSCONFERENCEFORTHELAUNCHINGOF05VERSIONELYSEEREPRESENTATIVESOFTHEMANUFACTURER,LOCALGOVERNMENTLEADERS,USERSREPRESENTATIVES,MEDIAREPRESENTATIVESANDDEALSREPRESENTATIVESSELECTANINDIVIDUALIZEDSITETALLYINGWITHTHEBRANDCULTUREOFDCADBESIDESSUCHSENSESASPERSONALITY,FASHION,GRACEANDROMANCE,PERFECTIONANDELEGANCESHALLBEREFLECTEDTHEMENATIONALMEDIATESTDRIVEHOLDINBEIJING,WUHAN,GUANGZHOUANDSHANGHAI,REPRESENTATIVESOFTHEMANUFACTURERANDKEYMEDIAINTHECOVERAGEAREAPOPULARANDAUTOMEDIATACTICSACTIONINTRODUCTIONIITHEMEVOLUNTEERSTESTDRIVEREPRESENTATIVESOFTHEMANUFACTURER,VOLUNTEERSANDKEYWEBMEDIAWILLPARTICIPATE,THECARSWILLBEDROVEALONGTHEYANGTZERIVERTOTHETERMINALSHANGHAIANDANAWARDINGCEREMONYWILLBEHELDINSHANGHAIFULLCOURSECOVERAGEBYCOOPERATIVEWEBMEDIATHEMESERIESACTIVITIESOFTHE“HOMELIKECONCERNS”SERVICE10,000LITRIPCARRYOUTINDCADSSPECIALSALESSTOREDURINGTHEACTIVITYPERIOD,SENIORTECHNICIANSWILLOFFERANALLROUNDPROFESSIONALCHECKINGFORTHECUSTOMERSCARSANDOFFERPROFESSIONALCONSULTATIONFORFREEIFYOUFILLINAQUESTIONNAIRE,YOUWILLWINACHANCETOTESTDRIVE05VERSIONELYSEETHEMEORGANIZEACTIVITYFORDCADCAROWNERCLUBDEALERSWILLASSISTINTHEORGANIZATION,NEWPRODUCTEXHIBITION,ONSITEINSTRUCTIONANDFREETESTDRIVEWILLBEORGANIZEDATTHESAMETIME战术行动简介（二）PR传播东风雪铁龙打造新一代中级轿车的性价比标志杆配置、安全性、节能性、驾驶舒适性新功能的改善与提升，突出产品的核心利益点东风雪铁龙以用户为中心、追求高性价比的产品设计理念，满足用户的消费心理与其他同类型车的对比试驾报告综合性价比分析（着重产品的改进利益点）在同功能产品的前提下选择国际品牌的利益点突出东风雪铁龙的爱丽舍品牌是值得用户信赖的配合事件发展进行媒体传播报道东风雪铁龙的各项活动新闻详细介绍活动内容，传播东风雪铁龙的汽车文化突出05款爱丽舍的核心利益点监测媒体熟知市场声音重点监控网络媒体的BBS论坛，及时应付对05款爱丽舍新车的不良声音与大众媒体汽车版面记者勤沟通，了解对改款车的具体看法和撰文的意图，及时沟通处理与汽车专业媒体记者保持良好沟通，掌握关于05款爱丽舍的各方面声音，协调沟通TACTICSACTIONINTRODUCTIONIIPRCOMMUNICATIONDCADFORGESAPERFORMANCE/PRICERATIOYARDSTICKFORANEWGENERATIONOFINTERMEDIATESEDANSCONFIGURATION,SAFETY,ENERGYCONSERVATION,COMFORTINDRIVINGIMPROVEMENTANDUPLIFTINGOFNEWFUNCTIONS,KEYBENEFITWILLBEGIVEPROMINENCESTRESSONDCADSDESIGNCONCEPTOFPUTTINGUSEUSERFIRSTANDPURSUINGABIGPERFORMANCE/PRICERATIOTOMEETUSERSCONSUMPTIONPSYCHOLOGYCOMPARISONTESTDRIVEREPORTWITHOTHERSIMILARCARMODELSCOMPREHENSIVEPERFORMANCE/PRICERATIOANALYSIS（STRESSONTHEBENEFITOFPRODUCTIMPROVEMENT）BENEFITOFSELECTINGINTERNATIONALBRANDUNDERTHEPREMISEOFPRODUCTSWITHSIMILARFUNCTIONSSTRESSTHATTHEELYSEEBRANDDESERVESTHEUSERSTRUSTCOMMUNICATEINCOORDINATIONWITHINCIDENTDEVELOPMENTREPORTNEWSONVARIOUSACTIVITIESOFDCADDETAILEDINTRODUCTIONOFACTIVITYCONTENTS,COMMUNICATIONDCADSAUTOCULTURESTRESSONTHECOREBENEFITOFTHE05VERSIONELYSEEMONITORMEDIATOLEARNTHEVOICEFROMTHEMARKETATTACHIMPORTANCETOTHEMONITORINGOFBBS,DISPOSALNEGATIVECOMMENTSONTHE05VERSIONELYSEETIMELYFREQUENTCOMMUNICATIONWITHREPORTSOFTHEAUTOPAGEOFPOPULARMEDIA,LEARNTHEVIEWSONTHE05VERSIONELYSEEANDINTENTIONINCOMPOSINGNEGATIVEARTICLESANDDISPOSE