全新高尔夫2014延展期策略方案-Vicky.pptx

全新高尔夫延展传播规划The New Golf Sustaining Communication Plan全新高尔夫上市传播总结The New Golf launch communication summary1全新高尔夫延展期传播策略The New Golf sustaining communication strategy全新高尔夫延展期传播规划The New Golf sustaining Communication planning23目录 Content1.1 全新高尔夫上市回顾1.1预热期30th,June预热前期Dec,2013上市期15th,May2011-2012迈腾B7L形象塑造Brand image building 2011-2012DSG形象修复传播（87M）DSG remedy communication2013年型传播Magotan MY2013 communication立体而具有延续性的传播推广，成功诠释了迈腾“智臻成就、辉映人生”的品牌主张，塑造了创新、智慧、品位而充满激情的品牌形象Stereo and continuity promotion, successful interpretation of Magotan “Intelligent people, intelligent car brand advocates, shaping the innovation, wisdom, taste and passion brand imageGoals目标Content内容广告素材图文字1.1 全新高尔夫上市回顾1.1延展期30th,June预热前期-预热期-上市期Dec,2013高尔夫唯你为我1.2 迈腾的品牌形象得到了成功塑造1.2 Magotan brand image was successfully built在迈腾“智臻成就、辉映人生”的品牌感召下，成功汇聚了充满“智慧、创新、品位”、生活事业兼顾的新智富精英人群，高端品牌形象深入人心。Under the brand claim of “Intelligent people, intelligent car”,target customers with intelligence, innovation and taste and who take good care of their life flock together and recognize the brand image品位创新智慧更加年轻，25~45岁男性更高智慧和实力，以智慧和实力取得成功稳步上升的一代，中高层管理人士,职业经理人外向，热情对德国工艺的强烈追求者 Younger males, age from 25 to 45They are more intelligent and have better capabilities, which are closing to successes, such as senior managers and professional businessmen.Extroversion and passion.Fellows of the German technology.工作中，出入高档会所及高端俱乐部生活中，热爱运动、户外和旅游。喜欢高尚运动：高尔夫、马术、马球等他们追求品位和效率，对穿着有自己的要求多样化媒体接触以获取更多信息When they are working, they could visit the premium clubs and chambers.In their lives, they like to do exercise, outdoors, and travel. And some elegant sports: golf, horsemanship and polo etc. as well.They are in pursuit of elegant tastes and high effectiveness, and pay attention to their clothes.Variety kinds of accesses of information.成功，外向，追求乐趣，但不炫耀、张扬进取、自信、有激情睿智，有自我主张更具创新精神，具全球视野的精英人士追求新的，更高品质生活Success, extroversion, and pursuit of happiness, while they do not show off Eager to progress, confident and passionate Sagacious and self. They ar