东风雪铁龙某下半年公关宣传计划提纲(powerpoint 61页)

东风雪铁龙2003年712月公关宣传计划提纲Dongfeng Citroen PR PlanFrom Jul to Dec in 2003北京星原文化艺术广告有限公司北京星原文化艺术广告有限公司By xingyuan Advertising Company12003年上半年工作回顾Review From Jan to Jun in 2003 22003年上半年 Jan to Jun 2003 产品投放 Product Launch:富康新浪潮舒适版上市Launch FK爱丽舍VTS上市Launch ELYSEE VTS 爱丽舍SX16V上市Launch ELYSEE SX16V赛纳XSARA上市Launch XSARA产品后续宣传 Post Launch Communication各新上市车型的后期推广Maintain media exposure of new models after launch32003年上半年 Jan to Jun 2003事件公关 PR Events富康夺取全国汽车锦标赛上海站冠军FK as a champion in Shanghai Motor Race爱丽舍在亚运村市场销量夺冠ELYSEE has a good sales volume in Yayuncun market42003年上半年 Jan to Jun 2003其他 Others:东风雪铁龙武汉商务大会召开Dongfeng.Citroen business convention was held in Wuhan龙讯创刊 Launch the dealers publication“Dragon Communication”5工作小结 Work Summarization爱丽舍16V推出，强化了爱丽舍系列产品，竞争优势得到增强Launch of Elysee 16V has strengthened the Elysee line up and increased competitiveness6工作小结 Work Summarization赛纳XSARA的推出，使东风雪铁龙在16万元以上的中高档轿车市场竞争能力得以加强；Launch of XSARA has strengthened the competitiveness in the mid-tier sedan segment at the price of RMB160,000;对外公关宣传网络初步建立，并具备进一步扩充的基础；Established the foundation of PR network,and prepared for future expansion7工作小结 Work Summarization上半年侧重产品投放，以至整体品牌建立的比重较少。Major focus on product launches leading to less emphasis on brand level communication82003年下半年工作方向What We Will Do From Jul To Dec In 20039我们面临的市场环境 Mkt Condition下半年市场竞争环境更加激烈，消费者面对越来越多的选择，单一的产品利益点已不足以促使购买行为；The competition will get more fierce,thus need more distintive benefits for consumers to rationalize their purchase 竞争对手在背景上的全面提升。目前丰田、福特、大宇等世界汽车巨头已经介入中档轿车市场，今后的竞争层面将由产品提升至品牌With the worldwide motor giants like Toyota,Ford,Hyundai,etc.becoming more aggressive,a stronger BRAND will become more important to maintain competitiveness10我们面临的市场环境 Mkt Condition在2003年下半年将正式上市的新车型：New vehicle models to be launched in 2nd half of 2003:赛纳XSARA竞争对手 XSARAs Competitor:一汽-大众高尔夫:7月上市，1.6L售14.98万，2.0L售18.5万VW-GOLF:To be launched in July,Price range RMB 149,800-RMB 185,000;帕萨特2.0:预计售价20万元左右PASSAT2.0 RMB 200,000;别克凯越预计售价16-19万元BUICK Excel Price range RMB160,000-RMB190,00011我们面临的市场环境 Mkt Condition爱丽舍竞争对手 ELYSEEs Competitor:一汽大众高尔夫:1.6L售价14.98万元;VW-GLOF 1.6L will launch in July,price RMB149,800;本田Fit1.5L售价应在13-15万元；HONDA FIT1.5L price range RMB130K 150K富康竞争对手 FKs Competitor:据悉铃木一款小型车即将推出，售价8万元左右.It is reported a mini car will launched,the price is about RMB 80,000.12我们面临的市场环境 Mkt Condition现有竞争车型动态 The Competitors Condition:捷达改型车将在2003年底或2004年初推出；JD remodeled car will launched;桑塔纳改型车将在下半年推出;SANTANA remodeled car will launched;福美来1.6，预计售价1214万元；FML 1.6 price range:RMB 120,000-RMB 140,000;中华2.0自动档，预计售价1416万元；ZH2.0 price range:RMB 140,000-RMB 160,000;三厢POLO，预计售价1720万元；POLO price range:RMB170,000-RMB 200,000;13我们可利用的资源 Our Resources东风雪铁龙依托法国雪铁龙和东风汽车集团的强大背景号召；The strong background of Dongfeng.Citroen;东风雪铁龙在中国轿车市场10年发展所建立的营销网络和成熟的营销队伍；The strong sales network of Dongfeng.Citroen;东风雪铁龙产品在中国市场积累的良好口碑；Positive word-of-mouth of Dongfeng.Citroen products以往公关工作所建立的对外宣传网络和立体化的宣传体系。Strong PR network and good media relationship14我们需要加强的资源 To Strengthen扩充目前的对外宣传网络、媒体资源，丰富对外宣传手段；Expand PR network and media resources;提升遍布全国的营销网络在一线宣传中的作用；Exploit the sales network in PR communication;加强与消费者的直接沟通，注重提升消费者对东风雪铁龙品牌及其产品序列的深入了解。Strengthen direct communication with consumers on Dongfeng.Citroen brand and product line up152003年下半年工作计划2003 2nd Half Plan16公关策略 PR Strategy品牌公关 Brand PR加强消费者对东风雪铁龙品牌的认识和理解Establish a stronger awareness and understanding of Dongfeng.Citroen Brand改变市场对“神龙富康”为整体品牌的印象Rectify markets generalization as“Shenlong FK”建立东风雪铁龙的品牌文化，并加深市场理解Establish Dongfeng.Citroens BRAND VALUES and communicate to market17公关策略 PR Strategy企业公关 Corporate PR强化东风雪铁龙的企业形象及正面观感Strengthen the corporate image and positive attitude to Dongfeng.Citroen18公关策略 PR Strategy产品公关 Product PR强化各产品线的独特定位Strengthen values for product line:爱丽舍：精致生活，精彩演绎Elysee:Elegance and Refinement赛纳：不妥协Xsara:Uncompromising毕加索：独特风格Picasso:Individuality 19品牌公关Brand PR20法国寻根活动 France Media Tour目的 Objective:让媒体对法国雪铁龙的品牌理念加深理解Let media to have a stronger understanding of Brand Philosophy of Citroen透过媒体报道把品牌理念信息传递给消费者Generate media coverage to channel brand values to consumers强化媒体关系Strengthen media relationship21活动目标 Target Achievements让媒体感受法国雪铁龙的企业品牌内涵：无可比拟的推动Let Media feel Citroens brand essence:Nothing moves you like CITROEN参观法国雪铁龙公司、雪铁龙赛车基地；Visiting Citroen company and Citroen racing base;了解雪铁龙产品在法国及欧洲的重要作用；Understanding the significance of Citroen brand and products in France and Europe;22活动目标 Target Achievements感受法国雪铁龙公司产品的竞争优势：Experience Citroen products competitive advantage;试驾法国雪铁龙产品；Test drive;访问雪铁龙公司总设计师及工程师；Interview with designer and engineer of Citroen;对法国的雪铁龙用户进行访问。Interview with Citroen owners in France.23活动目标 Target Achievements感受法国悠久文化和独特魅力；To experience French culture;参观法国标志性文化载体，如卢浮宫、埃菲尔铁塔等；Visit major cultural monuments in France;参观与东风雪铁龙中国产品有关的景点：香榭丽舍大街、赛纳河以及毕加索作品展，对东风雪铁龙中国产品序列的法国文化传统予以暗示；Through visit to Picasso museum etc.,strengthen the product concept24宣传计划 PR Coverage即时报道 Instant Report选择媒体：网络及日报类Media:Netwo