国际4A电通-长安福特福睿斯公关传播方案.pptx

1;;3;Part 1Project Background and Market Analysis项目背景及市场分析;Escort: Model Escort：典范;Replace the classic Fox to form a double car strategy with the new Fox Enhance the Ford brand competitiveness in the mid-grade car market Fulfill the “Endless Progress” promise 替代经典福克斯，与新福克斯形成双车战略 提升福特品牌在中级车市场的竞争力 体现”进无止境”的品牌承诺;Ford Escort福特 福睿斯Create the Future Together ● New Model of Family Car共创未来●家轿新典范;Target market 市场目标;9;Macro markets;宏观市场;Competitive analysis 竞争分析;Competitive market position 竞争市场定位;Market strategy 市场策略;Product positioning;产品定位;;;Part 2Communication Strategies and Concept Interpretation传播策略及概念解读;Review the Escort propagation 2014;2014福睿斯传播回顾;;;;Target consumer groups 目标消费人群;;;Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000 Q: What do you think a NMFC? What are your family car requirements?;调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5 问题：您认什么是新典范家轿？您对家轿的要求是什么?;Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000 Q: What do you think a NMFC? What are your family car requirements?;调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5 问题：您认什么是新典范家轿？您对家轿的要求是什么?;;;;;;;Population characteristics 人群特性 Desire to establish a benchmark for their own, establish groups 渴望为自身树立标杆、建立族群 Desire to be recognized and shared by the circle 渴望通过圈层得到认同及分享 Enjoying the feeling of accomplishment by influencing others 享受着影响别人带来的成就感;;Close family members, but everyone is struggling Give their kids quality companionship and their parents appropriate space Keep a sense of romance between husband and wife 家庭成员紧密的联接，每个人都在进取奋斗 给予孩子高质量陪伴，与父母保留合适空间 夫妻间浪漫感的维系;;;;Part 3Event Publicity and Implementation Detail事件传播及执行细节;;漫画过渡页;;S and Self magazine interview the euphoria cartoonist, who not only shows us what is the new model family in China, but draws heat discussion about new model family and lifestyle. 悦己女性网及《悦己》公众号专访了这位充满着幸福感的漫画家，并赞她画出了中国的“新典范家庭”，由此引发了网友关于“新典范家庭”生活理念的讨论。;;;;;;;;;;Offline participation: parallelin