05款爱丽舍公关传播方案.pdf

05款爱丽舍公关传播方案 Elysee 05’ PR communication plan for Elysee 05’ 时空视点传播机构 北京 上海 广州 杭州 Dec.13-04 05新款爱丽舍传播目标 objective 帮助05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知 Help Elysee smoothly insert to markets, set up consumers cognition 推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入 认知 Fund up the understand of Elysee and citron brand through to user’s experience of product 作为改款车，爱丽舍05款该如何传播？ How to launch Elysee as a change fund car? 时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽 舍05款上市的传播策略： Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance 改款车上市传播研究 research report 在改款车上市案例研究中，时空视点选择04年传播较为成功的 桑塔纳3000上市传播和新捷达两款车的传播策略 In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004 桑塔纳3000 Santana 3000 上市背景上市背景 上市背景上市背景 中级车市场中级车市场 中级车市场中级车市场 自2003年下半年以来，售价12万~18万元、排量1.8升的中级车已经开始 日渐成为国内轿车市场的消费主流。 3000型取代3000型取代2000型2000型 取代型取型 普桑问世近20年、2000型投产近10年之后，作为国内单一品牌保有量最大的 轿车--桑塔纳正在面临产品的老化和市场的衰退 上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯 越、伊兰特等新锐产品竞争 background Intermediate market Since the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consumption of the domestic car market 3000 replace to 2000 • The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of t