五百强品牌传播全案.ppt

05款爱丽舍公关传播方案 Elysee 05’ PR communication plan for Elysee 05’ 时空视点传播机构 北京 上海 广州 杭州 Dec.13-04 05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 Help Elysee smoothly insert to markets, set up consumers cognition 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 Fund up the understand of Elysee and citron brand through to user’s experience of product 改款车上市传播研究research report 桑塔纳3000Santana 3000 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1.8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 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-consumption 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 brand through reflash style of car, Step one 桑塔纳3000－第二轮传播step two 桑塔纳3000－第三轮传播step three 桑塔纳3000－第三轮传播step three 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。 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? Have 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 appearing yet,