长安汽车集团-DS_6WR专业杂志媒体试驾活动整合营销方案_50P.pdf

DS 6WR专业杂志媒体试驾活动整合营销方案 DS 6WR Professional Magazine Media Test Drive Integrated Marketing Program 2017.6 目 录 Contents 项目目标 Project purpose 项目策略 Project strategy 项目概述 Project overview 项目安排 Project arrangement 执行细节 Executive details 2 项目目的 Purpose  广泛传播6WR上市信息，提升6WR知名度  定位6WR为 “优雅动感的高级轿车”，建立DS品牌旗 舰车型形象  传播6WR优雅动感的魅力设计，彰显6WR与众不同的 产品气质  提升DS品牌整体形象  支持销售，加速完成北区销量目标 • Spread 6WR listed information, established a nationwide 6WR awareness • Located 6WR as elegant and sporty sedan established DS brands flagship model • Spread 6WR elegant dynamic design, highlight 6WR distinctive product qualities • Enhance the DS the overall brand image Support the sales for the whole year sales targets 3 对于活动重要性的认识 Awareness of the importance for activities 注：本次试乘试驾活动是6WR上市前的一次重要工作——与专业媒体取得良好沟通，让嘉宾充分感受到 6WR的优越性能和卓越品质，在媒体上发出关于6WR的真实的、正面的报道，从而达到对于行业、公众 和消费者的有益引导，为6WR上市做好传播延续工作。 Note: This test drive event is 6WR listing’s major work – with the media complete good communication, so that guests can be fully aware of the superiority and excellent quality of 6WR, in the media, issue the real positive reports about the 6WR, to achieve the useful guide to the industry, the public and consumers, to make full