PHIDEON辉昂 传播策略 1教学课件.pptx

PHIDEON辉昂 品牌传播策略;SVW进军C级车的营销挑战Marketing challenges for SVW to enter C level ;Competition Review;Competitors’ Exterior;品牌形象的塑造目标Goal for Building Brand Image;C model USP Summarize;Pre-sell;产品定位 Product position;Who’s the TA? ;C级车目标消费者总体特征Overall Features of C Model Targets;Who is our Target ;;资料来源：《2015中国大众富裕阶层财富白皮书》;;;用心投入的工作狂 devoted workaholic;;我喜欢看着顺眼，用着顺手的东西 I love user-friendly things;专注而坚定 Dedicated Steady idealist ;VW C Model购买障??VW C Model Purchase Barrier;VW C Model购买障碍-形象 VW C Model Purchase Barrier - Image;;;;;优雅;35-45岁中青代都市精英 City elites at the age of 35-45 受过高等教育 Received higher education 企事业高管、中高级公务人员、资深专业人士 Senior executive, middle and senior public servant, senior professional 年收入35万-80万左右 Annual income of 350,000 – 800,000;;为而低调--定义你的成功之道 Define your Philosophy of Success;;;;;公众媒体的广泛曝光与圈层的精准接触结合 combine exposure for public media and connect with specific people 差异化产品力推介与目标人群生活方式结合 combine differentiated product strength and lifestyle of target group 细水长流的大量露出与集中引爆的惊艳登场结合 reveal information gradually and explode 官方形象刻画与自媒体话题持续热度结合 combine official image building and topics from owned media;Project list;辉昂传播：针对性举措;辉昂传播：时间规划;Communication Schedule;传播事项总览;传播事项总览;1. 概念车上海车展亮相C coupe GTE（done）;2. Unveiling in Geneva（done）;3. Premium material（BJAS）;4. Social price topic;5. Social PK ABB;6. Premium media co-op;7. 全球媒体/中国媒体高端试驾 (上海)Global Media/Chinese Media Test-drive (Shanghai);9 . Showroom video;10. Designer Video;11. 意向车主/高端潜客品鉴会 Owner with High Intention/ Appraisal Meeting ;13. G20 Event（PR）;16. 乔治克鲁尼-代言人;18. Launch TVC;;14. Celebrity film;21. Olympic topic;