爱丽舍汽车公关传播方案

background
Intermediate market
Since the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consumption of the domestic car market 3000 replace to 2000 • The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of the products and wearing out market • Shanghai Volkswagen hoped to rebuild the Santana brand through reflash style of car,
推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入 认知
Fund up the understand of Elysee and citron brand through to user’s experience of product
作为改款车，爱丽舍05款该如何传播？
How to launch Elysee as a change fund car?
Voice:test drive of media 上海大众的实力和决心 The strength and purpose 产品first look（试车） First look (test drive)
公众： 公众
Public: 桑塔纳品牌是一种属于中国市场 的品牌 Santana grow up with Chinese auto market, 应继续支持桑塔纳品牌 Carry on support Chinese brand
重温品牌的口碑效应 Review brand intension 了解产品的市场地位 Deep understand the product worth
传播内容: 产品功能传播 产品功能传播) 传播内容 (产品功能传播 Voice:(function)
•对改款车的功能改进点进行详解 •Minute introduce the improvement •进行对比性传播 •Compare with others
公众： 公众： public
•全面了解体会到改款车的产品优势 •All-around realize the advantage of the new car
桑塔纳3000改款传播研究 改款传播研究 桑塔纳
点评： 点评：
桑塔纳3000还未上市，就在全国引发了一起“3000悬念”，媒体纷纷扎 进解 密3000的怪圈，在其外观线条变化、2000是否停产等细节上纠缠不休， 让消费者有石破天惊的分量感。待到解密之日，可以总结为：“加质不 加 价，桑塔纳2000变相降价”。但就是这样一个简单的降价，上海大众却 利 用桑塔纳2000这个单一车型销售之冠即将被替代作悬念，将众人的目光 引向还未现身的替代车型，营造神秘感；利用桑塔纳2000代表一个时代 的概念，推出3000的升级概念，将3000的地位推向另一个高点。
桑塔纳3000－第三轮传播 step three
传播内容：(改款车利益点) 传播内容 Voice:Advantage of the new style
谍照(外观) Picture(face) 价格猜测 Price image
公众： 公众 Public:
桑塔纳3000快要上市 Santana 3000 land in market soon 上市价格 What’s the price in market
公众： 公众 Public:
桑塔纳可能要出3000型了 Santana 3000 going show out 桑塔纳3000型是什么样的车？ What kind of the car is it?
桑塔纳3000－第二轮传播 step two
传播内容: 传播内容:(品牌故事)
Voice:brand story 桑塔纳品牌的历史（历史回顾、产业贡献、 市场反应等） The history of Santana (review,offers,market feedback,and so on) 桑塔纳品牌在中国的未来 The future of the brand in china
整体传播安排有序,但缺乏用户对产品的体验性传播和改款产品的对比性 传播过少。
Before Santana 3000 come into the market,all countries had a imagination of 3000, The national medias all pay attention to the specific of the product--what change of the face?whether the 2000 stop production? Have attracted consumers' height attention and interest .when the result clear revelation: “more offers but same price”, the simple action of reduce the price of Santana 2000, dressed up as the issue of the new products Santana 3000, Guide everybody interest in the upgrade new style what was not appearing yet, build mystique.and also made a picture that the times represented by Santana 2000 is over,Santana 3000’s times coming, Push the position of 3000 to another culmination
Leabharlann Baidu
改款车上市传播研究 research report
在改款车上市案例研究中，时空视点选择04年传播较为成功的 桑塔纳3000上市传播和新捷达两款车的传播策略 In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004
桑塔纳3000 Santana 3000
上市背景
中级车市场
自2003年下半年以来，售价12万~18万元、排量1.8升的中级车已经开始 日渐成为国内轿车市场的消费主流。
3000型取代2000型 3000型取代2000型 型取代2000
普桑问世近20年、2000型投产近10年之后，作为国内单一品牌保有量最大的 轿车--桑塔纳正在面临产品的老化和市场的衰退 上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯 越、伊兰特等新锐产品竞争
捷达情况： introduction:
• • • • 捷达一直不变的“朴实”外形让钟爱时尚的人们颇有微词。 The fashion person all don’t like the never change’s image--“plain” 捷达已经经历了3次大的技术革新，完全是趋向于实用主义，符合当时消费 者的心态。 Jetta has already gone through 3 great technological innovations, has totally trended towards the pragmatism, accord with consumers' need at that time. 新捷达项目于2002年2月正式启动，总投资为3亿元人民币，是一汽-大众公 司与德国保时捷公司开发小组历经两年的严谨合作，在长春共同完成。 The new Jetta's project was started in February 2002, the investment was 300 million Yuan, the Faw- Volkswagen and German Porsche develop together in two years, finish together in Changchun.
公众： 公众： public
•熟知产品的核心利益点 •Know the key message very well •了解与竞争品牌的区分 •Know the different with others
传播内容: 试驾传播 试驾传播) 传播内容 (试驾传播 Event:test drive
•体验传播体现改款车的技术特征 •Reflect that changes the technological characteristic of the fund car
This is a integrity and typical PR communication,but the case’s weakness is Users experience and products contrast not enough
新捷达 New Jetta
上市背景 background
传播内容: (市场评论传播 传播内容 市场评论传播) 市场评论传播 Voice:commentary of market
•突出改款车在产业中的地位 •Stand out the status of new style •产品品牌的传播 •Communication of brand
公众： 公众： Public:
传播内容: 密集传播 密集传播) 传播内容 (密集传播 event:
•活动仪式新闻传播 •Action/news communication •配合产品的试驾活动进行配合传播 •Communication for test drive
公众： 公众： public
•产品的改进点 •Improvement of product •产品的最新价格 •The latest price of new product
时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽 舍05款上市的传播策略：
Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance
爱丽舍公关传播方案 Elysee PR communication plan for Elysee
时空视点传播机构 北京 上海 广州 杭州 Dec.13-04
05新款爱丽舍传播目标
objective
帮助05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知
Help Elysee smoothly insert to markets, set up consumer's cognition
公众： 公众 Public:
桑塔纳品牌是一种属于中国市场的品牌 Santana is an part of Chinese market brand 应继续支持桑塔纳品牌 Should be continue to support
桑塔纳3000－第三轮传播 step three
传播内容： 媒体试车 媒体试车) 传播内容：(媒体试车
Step one
voice:(public image)
对新车猜测：桑塔纳3000可能要上市Vs桑 塔纳3000可能不会上市 The image of the new product:Santana 3000 will come out of the market Vs Santana will not come out of the market