一汽-大众25周年整合传播规划.pptxVIP

一汽-大众25周年整合传播规划25th Anniversary integrated communication plan部 门 Division市场推广 MC版本号 Version01更新日期 Date2016-1-26目录Content背景与品牌现状分析 Context brand status analysis传播策略与规划 Communication strategy and plan创意 Creative市场推广部Marketing Communication(VW)背景Context1.112015年整体市场环境使销量走低。特别是第四季度核心的品牌表现减弱 Difficult trading conditions in 2015 resulted in lower sales volume. Key Brand performance indicators also weakened in Q4225周年是提升消费者品牌信心、增强品牌力以及提升销量的绝佳契机 25th Anniversary Year offers a range of unique opportunities to restore consumer confidence, strengthen the Brand and drive sales325周年纪念版车型（共13,750台)将于北京车展上市Anniversary Year will launch at BJAS with Special Edition models (13,750)市场推广部Marketing Communication(VW)品牌是消费者全部接触点认知的总和Our Brand is the totality of what our Consumers experience1.1中国的发展日新月异。我们必须确保品牌与消费者维持良好的关系。Chinese lifestyles are evolving quickly. We must make sure the Brand remains relevant and connected to our future consumers车型 Model Range总部－区域－经销商 传播HQ, Regional and Dealer Brand Communications价格企业声誉Corporate Reputation展厅Dealer Showrooms经销商关系Dealer RelationshipPricing品牌认知Brand Identity质量 Product Quality口碑Word of Mouth社会责任Social Responsibility服务体验Service Experience新闻媒体News Media网站和线上体验 Website and online experience商品MerchandiseRetail Promotions 促销车主体验Ownership Experience市场推广部Marketing Communication(VW)品牌现状Brand Status1.1整体情况品牌第四季度的表现减弱／竞品增大价格折扣品牌自身溢价展厅集客MKPI仍处于领先地位，但是关键指标在Q4下 降客流增加但是购买转化率却下 降品牌正流失它维持溢价的能力品牌强化（同情,信心）在Q4有所下降品牌价值（价值，责任，创新）在Q4有所下 降2013: Av TP 98%2014: Av TP 96%2015: Av TP 89%品牌漏斗（品牌和产品考虑转化率比2014下降）BRAND IMAGEBRAND IMAGERankFAW VW Best in class1. 609. 591. 614. 611. 591. 622. 602. 632. 621. 561. 67nn//aa 551. 621. 613. 61Rank FAW VW1500000.100.00%Best in class998.240%大众品牌（VW brand traffic)DDMP and DS-New Rules ofCRM Connection（Dealers Traffic2-7-66057Value for money -7Low running costsBrand sympathy -4585755572.50 514952-3976.680%-5-4565059Brand confidence -55951 531.52 566157 6158-4-6Valuable -8Good quality -8High resale value -8AQSIQ Resu