一汽大眾全年計(jì)劃-0430bilingal(雙語(yǔ))-wenkub
2023-03-24 00:39:59 本頁(yè)面
【正文】 iness sedan 車(chē)型 C6如何對(duì)抗皇冠？ How does C6 counter Toyota Crown? ?皇冠的賣(mài)點(diǎn)：品牌知名度高、“豪華”配置多、品質(zhì)好 Crown key whybuys: high brand awareness, ample “l(fā)uxury” equipments, fine quality ?皇冠的劣勢(shì)：最核心的性能與奧迪仍有差距 Crown drawbacks: Lagging behind on core performance pared to Audi ?機(jī)會(huì)：看重轎車(chē)核心價(jià)值的買(mǎi)家 Opportunity: prospects value core sedan values ?更安全 +更動(dòng)感 =更具豪華價(jià)值 More safety + more dynamics= more luxury value C6如何對(duì)抗 Benz E？ How does C6 counter Mercedes E class? ?需要待奔馳公布更多中國(guó)市場(chǎng)配置細(xì)節(jié)后再做研究 Further analysis needed after Mercedes launches its KD products series C6 05年廣告規(guī)劃小結(jié) 2023 Advertisement Plan of C6 ? 品牌形象的重要性 Importance of brand image ? 品牌內(nèi)涵細(xì)化 Brand connotation embodiment ? 上市廣告規(guī)劃 Launch ads plan 謝謝！ Thank you! 演講完畢，謝謝觀看！ ?！? “These equipments should be necessities to cars of this segment.” 品牌形象對(duì)于豪華車(chē)購(gòu)買(mǎi)極為重要 Brand image is vital to the purchase of premium sedan 奧迪品牌策略更注重感性因素 Audi brand strategy with more stress on emotional elements 情感 / 品牌形象 Emotional / Brand image 產(chǎn)品特性 Product features 顧客利益 Customer benefits 顧客利益 Customer benefits 產(chǎn)品特性 Product features 中國(guó)長(zhǎng)期市場(chǎng)戰(zhàn)略 Longterm Marketing Strategy in China 過(guò)去 Past 將來(lái) Future 情感 / 品牌形象 Emotional / Brand image C6如何實(shí)踐奧迪品牌？ How does C6 avail Audi brand value? ?把握奧迪品牌精髓： 進(jìn)取突破 Brand essence: Progressive Breakthrough (Audi Vorsprung) ?完成奧迪品牌使命： 最進(jìn)取的豪華品牌 Brand mission: The most progressive luxury brand ?C6產(chǎn)品定位： 最進(jìn)取的公商務(wù)座駕 C6 product positioning: The most progressive business sedan ?C6傳播平臺(tái)： 創(chuàng)想改變未來(lái) C6 munication platform: Think future 品牌形象與產(chǎn)品力的關(guān)系 Relationship between brand image and product features 品牌形象與產(chǎn)品力是相輔相成的關(guān)系 Brand image can enhance C6 to reach new heights 1. 品牌形象是產(chǎn)品力的人性化表現(xiàn)形式 2. Brand image is the characterized presence of product features 2. 產(chǎn)品力是品牌形象成立的基礎(chǔ) Brand image is built on product features 3. 品牌形象、產(chǎn)品力共同形成品牌價(jià)值 Brand image and product feature together make brand value “創(chuàng)想改變未來(lái)” 的理念內(nèi)涵 Essences of the “Think future” branding platform 形象力 Image value 激發(fā)偏好、提升價(jià)格 Intrigue preference, elevate price 產(chǎn)品力 Product value 證明形象、刺激嘗試 Image testimony, invite experiencing 感性 Emotional “創(chuàng)想改變未來(lái)” 與車(chē)主需求的 深度共鳴 “Think future” highly corresponds with the target’s needs 理性 Rational “創(chuàng)想改變未來(lái)” 體現(xiàn)出的在 C級(jí)車(chē)的強(qiáng)勢(shì)賣(mài)點(diǎn) “Think future” demonstrates our great advantage in C
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