東風(fēng)雪鐵龍宣傳方案-全文預(yù)覽
【正文】 sales volume in Yayuncun market4..2022年上半年 Jan to Jun 2022? 其他 Others:– 東風(fēng)雪鐵龍武漢商務(wù)大會(huì)召開 business convention was held in Wuhan– 龍訊創(chuàng)刊 Launch the dealers publication “Dragon Communication” 5..工作小結(jié) Work Summarization? 愛麗舍 16V推出，強(qiáng)化了愛麗舍系列產(chǎn)品，競(jìng)爭(zhēng)優(yōu)勢(shì)得到增強(qiáng)Launch of Elysee 16V has strengthened the Elysee line up and increased petitiveness6..工作小結(jié) Work Summarization? 賽納 XSARA的推出，使東風(fēng)雪鐵龍?jiān)?16萬元以上的中高檔轎車市場(chǎng)競(jìng)爭(zhēng)能力得以加強(qiáng)；Launch of XSARA has strengthened the petitiveness in the midtier sedan segment at the price of RMB160,000。目前豐田、福特、大宇等世界汽車巨頭已經(jīng)介入中檔轎車市場(chǎng)，今后的競(jìng)爭(zhēng)層面將由產(chǎn)品提升至品牌With the worldwide motor giants like Toyota, Ford, Hyundai, etc. being more aggressive, a stronger BRAND will bee more important to maintain petitiveness10..我們面臨的市場(chǎng)環(huán)境 Mkt Condition? 在 2022年下半年將正式上市的新車型：New vehicle models to be launched in 2nd half of 2022:– 賽納 XSARA競(jìng)爭(zhēng)對(duì)手 XSARA’s Competitor:? 一汽 大眾高爾夫 :7月上市， ， VWGOLF: To be launched in July, Price range RMB 149,800 RMB 185,000。? 本田 Fit 13 15萬元；HONDA FIT price range RMB130K – 150K– 富康競(jìng)爭(zhēng)對(duì)手 FK’s Competitor:? 據(jù)悉鈴木一款小型車即將推出，售價(jià) 8萬元左右 .It is reported a mini car will launched , the price is about RMB 80,000.12..我們面臨的市場(chǎng)環(huán)境 Mkt Condition? 現(xiàn)有競(jìng)爭(zhēng)車型動(dòng)態(tài) The Competitor’s Condition:– 捷達(dá)改型車將在 2022年底或 2022年初推出；JD remodeled car will launched。– 中華 ，預(yù)計(jì)售價(jià) 14—16 萬元；– price range : RMB 140,000 RMB 160,000。? 東風(fēng)雪鐵龍產(chǎn)品在中國市場(chǎng)積累的良好口碑；Positive wordofmouth of products? 以往公關(guān)工作所建立的對(duì)外宣傳網(wǎng)絡(luò)和立體化的宣傳體系。Strengthen direct munication with consumers on brand and product line up15..2022年下半年工作計(jì)劃2022 2nd Half Plan16..公關(guān)策略 PR Strategy? 品牌公關(guān) Brand PR– 加強(qiáng)消費(fèi)者對(duì)東風(fēng)雪鐵龍品牌的認(rèn)識(shí)和理解Establish a stronger awareness and understanding of Brand– 改變市場(chǎng)對(duì) “神龍富康 ”為整體品牌的印象Rectify market’s generalization as “Shenlong FK”– 建立東風(fēng)雪鐵龍的品牌文化，并加深市場(chǎng)理解– Establish ’s BRAND VALUES and municate to market17..公關(guān)策略 PR Strategy? 企業(yè)公關(guān) Corporate PR– 強(qiáng)化東風(fēng)雪鐵龍的企業(yè)形象及正面觀感– Strengthen the corporate image and positive attitude to 18..公關(guān)策略 PR Strategy? 產(chǎn)品公關(guān) Product PR– 強(qiáng)化各產(chǎn)品線的獨(dú)特定位Strengthen values for product line:? 愛麗舍：精致生活，精彩演繹Elysee: Elegance and Refinement? 賽納：不妥協(xié)Xsara: Unpromising? 畢加索：獨(dú)特風(fēng)格Picasso: Individuality 19..品牌公關(guān)Brand PR20..法國尋根活動(dòng) France Media Tour? 目的 Objective:– 讓媒體對(duì)法國雪鐵龍的品牌理念加深理解Let media to have a stronger understanding of Brand Philosophy of Citroen– 透過媒體報(bào)道把品牌理念信息傳遞給消費(fèi)者Generate media coverage to channel brand values to consumers– 強(qiáng)化媒體關(guān)系Strengthen media relationship21..活動(dòng)目標(biāo) Target Achievements? 讓媒體感受法國雪鐵龍的企業(yè)品牌內(nèi)涵：無可比擬的推動(dòng)Let Media feel Citroen’s brand essence
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