奥迪汽车AUDIQ3年度公关传播方案.pptxVIP

2018奥迪Q3年度公关传播方案2018 Audi Q3 Yearly Communication Plan“一款可以带你自由穿梭于 城市与郊野的个性座驾”奥迪SUV家族最年轻、最具活力的车型“A personalized car that can carry you across the city and the field freely”The youngest and most dynamic model in the Audi SUV family核心竞品用户宝马X1，全新换代在16年上市，长轴距版本接近BMW X3，使其SUV的特征较其他竞品而言更为明显。2018年改款沟通：敢作 敢为奔驰GLA，同样在16年换代，搭载众多科技点作为主要卖点推广，相比两款竞品而言科技点更为抢眼。2018年三季度将有一次改款沟通：天生无畏 [ 处于人生“甜点期”的年轻都市白领 ]年龄：25-35岁身份：毕业不久有稳定工作的都市白领，保持稳定关系或是刚刚结婚的伴侣状态：处在人生“甜点期”的他们追求生活和享乐的均衡感人群特征：年轻的消费群体在购买行为及媒介习惯上的变化随机性较高。奥迪Q3：寻趣人生洞察—竞品与用户CompetitorCustomerThe new generation of BMW X1 is listed in 2017 and the size of long wheelbase version is close to the BMW X3 which makes its SUV features more evident than other competitors. It will be?modified?in 2018.?Communication：EMBRACE THE UNKNOWNThe new Benz GLA is listed in 2017 with more?technology?configuration than competitors. There will be a modified in the third quarter of 2018.Communication：BORN FEARLESS [Young white-collar workers in the life of dessert period]Age：25-35Identity: graduation soon have stable work of urban white-collar workers, stable relationship or just married partnersStatus: in life dessert period in their pursuit of life and the sense of balanceThe crowd characteristics: the young consumer groups on the purchasing behavior and media habits change randomness is higher.Audi Q3：Fun Pursuing LifeInsight — CC 销量年销量： 奥迪Q3 — 88901奔驰GLA — 66909 宝马X1 — 54900口碑销量远远领先竞争对手，用户口碑同样表现出色，同级市场中优势明显洞察—市场SalesAnnual Sales： Audi Q3 — 88901Benz GLA — 66909 BMW X1 — 54900PublicPraiseSales are far ahead of the competition, the user reputation also did well,obvious advantages in the market at the same levelInsight — Market传播方向奥迪Q3守位Communication wayAudi Q3Guard传播目标增加产品曝光频次增强核心用户粘性扩大媒体覆盖圈层影响更广泛圈层用户强化产品精神内核建立用户情感链接Communication targetTo enhance the core user viscosityIncrease product exposure frequencyEnlarge the coverage of the media circleAffect the broader spheres of usersStrengthen the kernel spiritEstablishing User emotion link传播策略持续深化“新型城市移动出行”定位，