提升品牌形象促进销量增长汽车策略.pptx

K413Chinacommunicationstrategy

CampaignobjectiveSalesofXC60isexpectedtogoup28%(40,000+unitsin2015),theincrementalvolumewillcomefromnewproductofferingswithAWD,thoseconsumerswhowanteda2.0AWDXC60cannowcomebackandgetone.传播目的：支持XC60到2015年销量增长28%的业务目标，持续在产品和传播层面向消费者传递新信息，塑造XC60独特而有竞争力的品牌形象

考虑consideration评价evaluation推荐advocate体验experience购买purchase忠诚bondENGAGEMENTLOOP

XC60在主要目标受众中享有很高的口碑和评价

XC60enjoyshighopinionandconsiderationamongkeytargetaudienceModelopinionQ5XC60Verypoor00poor1%1%Fair3%7%Good50%45%Excellent46%47%Top2Box96%92%modelconside