2015翼虎Annual PR Communication Scheme 年度公关传播方案.pptxVIP

;Table of Contents 目录;;;5;6;7;8;9;10;11;;13;14;15;WOM of Transmission Situation among KUGA Owners-The Owners Accept KUGA’s Advantages;翼虎车主人群口碑传播现状——现有车主认可产品优势;18;;;21;22;23;24;25;26;Analysis of KUGA Owners翼虎车主人群分析;KUGA Owners-New Hard Core, 75-85 Generation 翼虎车主——属于社会新中坚力量的75-85一代;They are progressive and reliable… 他们先进且靠谱儿…… They are experienced and sophisticated, but still honest; they well know rules, and prepared to make rues; compared with 65-75 generation, they are more progressive; compared with 85+95, they are more reliable. 他们成熟圆滑，但仍然保有真诚；他们熟悉规则，也时刻准备着重新定义规则 与65-75一代相比，他们思想先进；与85-95一代相比，他们更加靠谱;They care about society Unlike previous generation, they did not get too much negative energy in the special decades. Thus, they are more sunny, but not arrogant like 90s. They deeply know society has fundamental influence to their lives, like house price, quota, and license-plate lottery, etc. Therefore, they have more civic awareness. They are changing the world by themselves. They often share charity topics in Moments, as they believe showing love is a psychological need for value demonstration. However, they have individual judges for charity so they often refuse beggars. ;他们关心社会…… 他们不像再早一代的人，他们没有在特殊年代吸收过多负能量 所以，他们更加阳光，且不像90后那么自我 他们深知社会对自己的生活有着根本的影响，房价、限购、摇号都和生活息息相关 所以，他们更具公民意识，他们正在身体力行的改变社会 他们经常在朋友圈分享公益话题，表达爱心也是彰显价值观的一种心理需求 但，他们对于公益有着独立的判断，他们往往拒绝行乞者;They begin to be reasonable and glad to read and share knowledge. 他们开始理性，喜欢阅读和分享知识 Once stimulated, their sense of collective honor will spark. After all, they were more educated with collective thought than 85s. 但一旦被激发，他们内心久违的集体性荣誉感也会迸发 毕竟，他们的少年时代被灌输了比85后更多的集体思想;They are transitioning from youth to mid age They were born in 1975-1985 They are the new hard cores in society , wishing to express their proposals, and with give out their temperature. 他们处于青年和中年的过渡期 他们是75-85一代 他们是属于社会的 新中坚力量 渴望表达自己的主张 渴望释放自己的温度;Annual PR Communication Topics;年度公关传播沟通主题;;37;38;39; Information Gathering Activities(%); Information Gathe