全新高尔夫延展期策略方案.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 Content全新高尔夫上市传播回顾9th,Dec,2013Mar, 201425th,Oct, 201320th,Nov,2013预热前期传播预热期传播上市期传播传达“全新高尔夫·唯你·为我”的品牌核心信息。通过与目标受众的共鸣，达到提升品牌好感度、品牌联想，同时激发消费者的购买意愿。以网络传播为主，通过“什么是你的梦想驱动力？”网络事件聚集用户关注度，制造话题讨论和社会化分享，并分7个类别建立圈子，形成The one club高尔夫整合数字互动平台“族群”聚合，为预热及上市期传播做铺垫在本阶段以“心所趋，行所向”为传播主张，在网络平台上揭开前期设置的悬念，并露出部分全新高尔夫产品信息，在提升消费者对于全新高尔夫感性认知的同时，也加强产品层面的认知度POSM水视频户外OOH平面全新高尔夫目标人群回顾 (上市前规划2013.12, 实际以上市后ATP调研为准 ）全新高尔夫用户是一群学历和收入较高的年轻人Target of the New Golf is a group of high education and income youth people全新高尔夫典型用户画像 The New Golf typical user image20-35岁，较年轻时尚 20-35 years old, young and fashion女性比例较高尔夫6更高Bigger female percentage than Golf6学历多在本科以上Education is mostly more than bachelor已婚，家庭年收入10-20万元Married, family annul income 100-200 thousands RMB 企业基层管理职位、白领、公务员、教师、医生Company junior management level, white collar, government staff, teachers, doctors 用于上下班代步Daily work travel“高7用户比较年轻，学历较高，主要是白领阶层，穿着和性格都比较有个性，女性用户都比较爱美，男性用户比较懂车，收入多为月薪1万元左右，购车主要是家用” “ Golf7 target is young, higher education, mainly focus on white collar group, stylish and personality, female user love beauty, male user know more about the car, monthly income around 10 thousands 成都强生“学历在本科以上，懂生活有品位、公司中层领导、懂车，8000-10000的月收入、主要用于休闲活动、上下班代步” “ Mostly bachelor or above, stylish, love life, middle manager level, knows a lot of car, 8000-10000 monthly income, using of leisure time and daily work transport” 潍坊广潍发达全新高尔夫上市传播主张回顾上市期传播主张：高尔夫，唯你为我Direction: The Confident Smart Car for Confident Smart People.Confident +Smart源于标杆式德国工艺的“驾驶信心”，消费者对高尔夫品质、性能以及大众品牌的信任将在购买决策时优先考虑高尔夫“Driving confidence” based on German engineering benchmark. Target audience confidence in Golf quality, performance and trust in VW brand will support Golf purchase preference over competitors.勇于尝试创新的，善于在正确的时间组合或混搭正确的事物，形成鲜明个性化风格，从周围群体中脱颖而出Gett