BMW 公关策略.pdf

David Communications at Bates141 The Next Phase of BMW in China 4 March 2010 Contents • Introduction • Team • Objectives • Challenges • Strategic Framework • Execution • Professional Fee • Work with David Introduction BMW is preparing for its next phase of automotive and brand leadership in China. With the dramatic growth in disposable income and car ownership, and with an increasing number of consumers trading up to higher quality premium vehicles, no market in the world offers as much promise as in China. Premium automakers are pouring resources into this market and driving a new competition. Where does your brand stand out? Introduction BMW has reached to David Communications to reinvigorate, differentiate, and reinforce its brand image and public relations, ensuring positive media results, maximizing its public voice, and developing healthy, dynamic consumer perceptions: • Proactive • Consultative • Strategic • Innovative • Competitive Introduction David Ogilvy PR is fully prepared to support BMW as it tackles a new phase of growth in the China market. Building on a foundation of 15 years of BMW client service, we have an enhanced new organization that is innovative, strategic, and dedicated to bringing our passion and vision to the BMW brand. This is a different David than you have worked with before. Agency Director Arthur Yu has carried through on a commitment to BMW to reinforce the David PR team and set a new direction with the addition of high quality senior team members and luxury automotive experience. David is modeled on the insight we believe BMW needs. Let us show you what we can deliver … The Team Service Team