长安福特全国市场整合传播方案（Changan Ford national market integration communication program）.docVIP

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长安福特全国市场整合传播方案（Changan Ford national market integration communication program）.doc

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长安福特全国市场整合传播方案（Changan Ford national market integration communication program）

长安福特全国市场整合传播方案（Changan Ford national market integration communication program） Changan Ford national market integration communication plan In September 2003 --2004 year in September Written in the program before Changan Ford as an important strategic layout of Ford cars in the China market, adding new vitality to the Chinese car industry. At the beginning of 2003, the production of Carnival as the Ford automobile in Chinese market debut, which caused the industrys attention. From the Carnival line less than 3 months, Changan Ford has launched a mid-range sedan -- Mondeo, participate in the domestic business and business car market competition. To cooperate with the Changan Ford Motor Co under the brand name Carnival in the national market promotion work, we according to the existing data and the promotion of the brand in a year was analyzed and summarized for the annual brand integration Carnival brand in September 2003 -2004 year in September the plan for your reference. The case structure The first part: market analysis First, market background 1, market analysis 2, product analysis 3, competition analysis Two, the carnival face business challenges Three, summary The second part: the marketing and communication strategy An analysis of the target population, Carnival Brand positioning, Carnival two Three, marketing strategy Four, communication strategy The third part: integrated communication strategy A communication object Two, the purpose of communication Three, the spread of the theme Four, communication tools combination strategy Five, the spread of stroke Six, media strategy Seven, SP/PR activity planning The fourth part: budget allocation The first part: market analysis Market background First, market analysis * WTO international auto giants into Chinese gradually accelerated the pace of the market, a domestic market internationalization drama will be staged the domestic auto market competition. From the point of view of the globalization of trade barriers an