“睿智感悟·恒久魅力”某汽车品牌上海大众斯柯达全品牌网络公关执行规划.pptVIP

* * * * * * 常规持续性传播 重大事件节点集中传播 行业/社会热点结合传播 * 4.20 4.22 揭秘、亮相 对比、优势 探秘、曝光 印象、图解 《斯柯达豪华阵容将亮相上海车展，昊锐将首发》 《展前48小时惊魂探秘斯柯达展台》 《昊锐领衔斯柯达重装军团，年内将上市》 《流行巨星助阵，晶锐成车展最时尚明星》 媒体日 观众日 《静态评测昊锐：商务领先，果然优雅》 《小改款明锐的1.4TSI核“芯”解析》 《长相酷似章子怡的斯柯达车模》 《车展现场实测昊锐空间（图文直播）》 热点、造势 《一男子当场定晶锐送女友为定情信物》 《车展首日十辆昊锐被订购》 车展尾声传播 《专家点评：斯柯达三年完成产业布局》 《09车展后B级车市场PK升级 》 上海车展阶段 展前预热 * 新车上市内容营销60步骤 新品上市阶段 * 重大事件节点集中传播 重要公关节点营销 行业/社会热点结合传播 * 购置税能否给小排量车车带来春天？： 行业背景： 当前购置税的问题是行业的热点，并被认为与燃油税一起是决定今年车市冷热的重要政策导向因素。 传播目标： 斯柯达品牌中，中低端产品多为1.6L以下小排量车型。购置税等政策的调整，使得其消费需求进一步增高，通过新闻、博客社区的讨论点评让消费者进一步加强意识，并且植入1.4TSI明锐这款全新升级车型。 传播方式： 新闻+博客+社区营销 核心话题方向： 《正方：购置税新案受益小排量车》（名博约稿） 《反方：1.8L车型不会挤出主流》 （名博约稿） 《1.4TSI的生缝其时，动力和经济保证的最佳组合》（新闻） 《购置税新方案，会打乱你的购车计划嘛？》（社区炒作） * Thank You！ * * * * * * * * * * * * * * * * * * Broken Wings, Flying Heart 翅膀断了，心飞翔 * He lost his arms in an accident that claimed his fathers life—who was the main source of support for the family. Since then, he has had to depend on the arms of his younger brother. For the sake of taking care of him, his younger brother BECame his shadow, never leaving him alone for years. Except for writing with his toes, he was completely unable to do anything in his life 在一次事故中，作为家中顶梁柱的父亲永远地离去了，他也因此失去了双手。从此弟弟的手便成了他的手。为了照顾他，弟弟从小到大总是形影不离地跟在他的身边，他除了学会了用脚趾头写字做作业外，生活上完全不能自理。 * One late night, he suffered from diarrhea1 and had to wake up his younger brother. His younger brother accompanied him into the toilet and then went back the dorm to wait. But being so tired, his younger brother fell asleep, leaving him on the toilet for two hours till the teacher on duty discovered him. As the two brothers GREw up together, they had their share of problems and they would often quarrel. Then one day, his younger brother wanted to live separate from him, living his own life, as many normal people do. So he was heart-broken and didnt know what to do. 有一次，他因肠胃不好，半夜起来要上厕所，于是他叫醒了弟弟。弟弟帮着他进了厕所后，就回宿舍躺下了。由于太劳累，弟弟闭上眼就睡着了。结果他在厕所里等了整整两个小时，才被查夜的老师发现。慢慢长大了的两兄弟也有了烦恼和争执，有一天弟弟终于提出要离开他，因为弟弟要和很多正常人一样需要过