S品牌首轮发布方案（公关部分)-2015 (NX副本).pptx

2014.12The initial plan of Brand SCONTENTSPart IV4Part II2Part I1Part III3官网创意方案日内瓦车展方案重要节点规划展台设计方案ARTP1重要节点规划ARTP1Key Points Planning重要节点传播规划德国公司成立日内瓦车展法兰克福车展中国公司成立目的全球品牌发布招募全球合作伙伴正式启动中国事业中国高管团队首次正式对中国媒体进行信息发布从品牌塑造向产品塑造转移首款车型全球首发亮相为中国引入产品进行预热正式启动品牌复兴策略塑造纯正德国品牌由Borgward主导的品牌复兴首先在德国进行品牌传播，再导入中国德国高管团队主导德国公司成立德国政府参与德国总部站台中国高管亮相，展示宝沃中国是宝沃全球的分支借产品全球首发强化关注，提升品牌知名度及影响力产品产品认知与价值感知核心信息品牌历史：人物、经典车型、大事件品牌愿景品牌B-G-W战略产品规划及新能源（简述）未来蓝图：两个月后将成立Borgward德国总部德国政府支持：就业纳税全球高管团队介绍战略规划：全球战略、进入中国战略组织架构：五大中心战略联盟：德国战略合作伙伴中国政府支持：新技术引入中国创新商业模式发布中国战略发布德国品质制造标准 产品规划新德系产品阵营全球布局领先技术四驱技术车联网团队Christian BorgwardknoessEinar J. Hareide德国政府代表全球CEO德国高管团队中国政府代表德国高管团队中国高管团队全球CEO全球技术总监首席设计师Key Points Planning for CommunicationEstablishment of the Germany companyEstabilishment of the Chinese companyThe Geneva Auto ShowThe Frankfurt Auto ShowTargetChinese business started officiallyThe first time to spread information to Chinese mediaFrom brand to productThe first car model was launched to the worldPrepared for the product introduction to Chinese marketGlobal brand announcementGlobal partners recruitmentOfficially Brand revivalStrategyBuild the pure Germany brand nameBrand revival dominated by BorgwardCarry out brand dissemination in Germany, then bring it to ChinaThe Germany Executive team lead the establishment of the Germany companyGermany government participateChinese executives will show up in the Germany headquarter to send the message that Borgward China is the branch of Borgward GlobalMore attention to the global launch to promote the brand influence and emphasize the brand nameAwareness of product and brand value Key InformationChinese Government support: Introduce the new technology to ChinaChinese strategy releaseGermany standard (Manufacture) History, people, classic car models, and significant eventsBrand visionBrand B_G_W strategyProduct schedule and alternative energy (brief introduction)Future plan: to establish Borgward headquarter in German 2 months laterGermany Government Support: Emplo