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【营销】公关传播方案(精品文案)

推动用户体验产品,借此产品积累消费者对XX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,XX05款该如何传播? How to launch Elysee as a change fund car?
Step one
voice:(public image)
对新车猜测:XX3000可能要上市VsXX3000 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
深圳高大尚实业有限公司
05款XX公关传播方案 Elysee 05’
PR communication plan for Elysee 05’
XX传播机构 北京 上海 广州 杭州 Dec.13-04
05新款XX传播目标
objective
帮助05款XX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
ቤተ መጻሕፍቲ ባይዱ
XX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XX05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
XX3000-第三轮传播 step three
传播内容:(媒体试车)
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:
Public: XX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XX品牌 Carry on support Chinese brand
XX3000 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
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--XX正在面临产品的老化和市场的衰退
The history of Santana (review,offers,market feedback,and so on) XX品牌在中国的未来 The future of the brand in china
公众:
Public:
XX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XX品牌 Should be continue to support
上海大众希望通过更新型产品,重塑XX品牌。并在中级轿车市场上与凯越、 伊兰特等新锐产品竞争
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
公司简介 商业计划书 创业计划书 节日庆典 新品发布会 创业融资 项目介绍 PPT模板 策划PPT 项目汇报 市场营销 活动策划 工作计划 策划书 营销管理 节日策划 推广策划 策划方案 商务策划 工作汇报 企业报告 企业宣讲 校园宣讲 总结报告 总结汇报
营销策划方案
DONGGUAN LI WEI ENERGY TECHNOLOGY CO., LTD.
公众: Public:
XX可能要出3000型了 Santana 3000 going show out XX3000型是什么样的车? What kind of the car is it?
XX3000-第二轮传播 step two
传播内容:(品牌故事)
Voice:brand story XX品牌的历史(历史回顾、产业贡献、市 场反应等)
改款车上市传播研究 research report
在改款车上市案例研究中,XX选择04年传播较为成功的 XX3000上市传播和XX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
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,
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