斯柯達(dá)速尊上市策略及創(chuàng)意物料0302中英文(壓縮)(編輯修改稿)
2025-02-17 18:59 本頁面
【文章內(nèi)容簡(jiǎn)介】 ence. Communication message: Experience authentic European life. Main channels: Showrooms, grade A office roadshow or test drive for returnees. 落地體驗(yàn) Experiential marketing 網(wǎng)絡(luò)傳播 Digital munication： 目的與策略：競(jìng)品攔截，通過產(chǎn)品比較將速尊的優(yōu)勢(shì)直觀比較出來 溝通對(duì)象：對(duì)速尊產(chǎn)生留意的消費(fèi)者、海歸派 溝通信息：市面上最優(yōu)秀品質(zhì)的原裝進(jìn)口旅行車 主要渠道：網(wǎng)絡(luò)、海歸微群、 BBS等 Object amp。 Strategy: Competes the interception, through product parison to show advantages of Superb Derivative. Communication target: Consumer or returnees intersected of Superb Derivative. Communication content: the best imported station wagon in the market. Main channel: Website, Wechat groups for returness, BBS, etc.. 促進(jìn)考慮 Inducing considerations 集中溝通 Targeted munication 媒體策略 Media strategy： 目的：將傳播效率提高，針對(duì)比較大機(jī)會(huì)對(duì)速尊產(chǎn)生興趣的人群 溝通對(duì)象：崇尚歐洲生活體驗(yàn)的消費(fèi)者、海歸派 媒體策略：精準(zhǔn)地針對(duì)休閑、海歸、對(duì)歐洲生活產(chǎn)生興趣的群體 主要渠道：精選家居、休閑、旅游雜志、論壇、電臺(tái) Objective: To improve the munication efficiency to the target of Superb Derivative. Communication target: Consumer or returnees yearning for European life experience. Media strategy: Accurately for leisure, returnees, interested in Europe living groups. Main channels: Home furnishing/leisure/travelling magazines, BBS and RADIO 線上推廣 ATL munication 4 目的： Target 建立速尊原裝進(jìn)口旅行車的品牌形象，塑造為一個(gè)真正來自于歐洲的旅行車 Set up the brand image of FBU Superb Derivative: A genuine stat
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