36.2019年全新一代宝来车型公关传播策略及整合传播方案.pdf

1?1?02?1?02严乡Division?严?Version01?Date2018-12-272?C o n t e n t01020304?C o m p a n y i n t r o d u c t i o n&c a s e s2019?2 0 1 9 T h e N e x t G e n e r a t i o n B o r a P R c o m m.s t r a t e g y a n d i n t e g r a t e d p l a n?C r i s i s r e s p o n s e a n d m a n a g e m e n t?Te a m i n t r o d u c t i o n3?:Ta r g e tn?n Improve the brand imagen?A?o?n Establish the benchmark position of class A mainstream sedan marketn?乎主n Consolidate the sales2WPLM?件R e v i e w4?Where is the QiThere is the WAY5?Objective乱企Issue?Insight?Idea?Implement?Impact?O5I?B F D S t r a t e g y6?Objective乱企Issue?Insight?Idea?Implement?Impact7?k1?B a r a:t h e r e p r e s e n t a t i v e o f A c l a s s?Tr a d i t i o n a l?F a m o u s?S t r o n g2 4 0 o?2.4 m i l l i o n u s e r?G e r m a n b l o o dM Q B?M Q B p l a t f o r m8?k?i?！?B o r a:C h a m p i o n i n s i d e j N o t c h a m p i o n?M J?X J H T S I?Y N J W?N S?X J L R J S Y?R F W P J Y?|?M J?T S Q?S T S?K N W X Y?R T I J Q?N S?1 F?R F N S?X F Q J X?R T I J Q?2 J S J W F Y N T S?R T I J Q?X F Q J X?K Q F Y?,?z?d?e?,?p?d?e?,?p?d?e?-?p?d?eff?,?p?d?e&?&?&?#?&?&?&?势?势?#?#?+?MQB?NF位?-?#?#?9?t?Create the product value matching with the champion strength?Ta r g e t10?Objective乱企Issue?Insight?Idea?Implement?Impact11乱企1k?r?i?r?Q 1:A l o t o f p r o m o t i o n,l i t t l e p o p u l a r i t y?d?eActive search:the lowest in the same segment market?-?d?eActive search:the lowest in the FAW-VW?Concern?preference?Consider?Buy?d个个?eMedia volume is way ahead?k?/?12?k?仪?i?i?A n a l y s i s:M a r k e t n o i s e i s m i x e d a n d d i s o r d e r l y,b r a n d m a r k a c c u m u l a t e s d i s p e r s i v e,b r i n g a b o u t a c t i v e a t t e n t i o n t o r e d u c e?s?k?s?丝?,?2JSJWFYNTSXTK?RTIJQX?4RFLJ?XJWX?m?-WFSI?9,?QFHPX?HTSYNSZNY?7JFI?YT?NRFLJ?KZ?,?13*?k2017?会?乎?i?i?主=1200?k?业?r?i?A n a l y s i s:C o m m u n i c a t i o n c h a n n e l s a r e n o t l o c a l i z e d e n o u g h t o r e a c h r e a l u s e r s?r?j?q?r?3:1?Bora users basically accept the vehicle information from offline channels,while a quarter users of other brand may search infomationoffline,the rest will search it online.de?o?4S?14乱企?k?办?i?r?T h e p r o d u c t i s s i n c e r e,b u t t h e c u s t o m e r d o e s n o t k n o w t h e g o o d s?o?p?j?j?j?s?j?j?sq?LB132855ddConcernpreferenceConsiderBuyI want to spend about 100,000 to buy a Volkswagen sedan family car,the LaVida brand is hard,the space is big,and the look is good enough.For technology and driving,there is no need to understand,anyway,many configurations are not used.Autohome User LB13285515?k?i?i?亲?A n a l y s i s:W i t h t e c h n o l o g y a s t h e c o r e,p r o d u c t f o r c e c o m m u n i c a t i o nl a c k s i n t u i t i v e s e n s e o f v a l u e a n d i s d i f f i c u l t f o r u s e r s t o p e r c e i v e.?I n c o n t a s t,?Lavida is more changable and are more easy to perceive?MQB?s?j?s?j?s?j?s?j?s?j?s?A?B?C?Consumers have no interest about MQB.It is not intuitive enough forconsumers.They do not understand it.As a result,it cannot be aprofit pont.Consumers may even not know the differences betweenA,B and C level class.?4S?deMQB4S?HTSYWFXY?16乱企3k?势?Q 3:B o r a n o t g o o d a s L a v i d a2008200920102011201220132014201520162017100,000200,000300,000400,000500,000?k劲云?1k?p?Stage 1:launch云?2k会?Stage 2:first modified云?3k?Stage 3:Second modified2018云?4kMQBStage 4:MQB?k180,012?k222,607?k218,888?k366,983?k234,348?k464,310?k224,582?k433,080h2018?1-11?ie=42,595e=148,095e=229,962Lavide ME 2008.6Bora ME 2008.6Lavide GP ME 2012.8Bora FL ME 2012.9Lavide FL ME 2015.7Bora GP ME 2016.3Lavide MQBBora MQB?势Lavida?Bora?Concern?preference?Buy?Consider17?1k?i“?且：A n a l y s i s k D i s l o c a t i o n c o m p e t i t i o n j b u n d l i n g S a g i t a r?All New Lavida?All New Passatq?SVW-VW?-?FAW-VW?Magotan?Sagitar?BoraB?A+?A?Passat?Lamando?Lavida?D e s i g n L a n g u a g e?M o d e l d e t a i l?”B o d y l i n e?I n t e r i o r l a y o u t18?2k?丹?个?i?b?c?A n a l y s i s:M o r e e m p h a s i s o n e x t e r n a l,e x p l i c i t f u n c t i o n a l c o n f i g u r a t i o n,h i g h l i g h t i n g t h e v a l u e i m a g e?-?L a v i d a:D o m i n a n t a d v a n t a g e?1.16oj?j?Lavida is 11,600 more than bora,but extra value,electricpower steering,front side airbag,front radar,steeringauxiliary lights,involving control and safety configuration isvery practical.?WeyLisnade?-?B o r a:S t e a l t h a d v a n t a g e19?3k?势专?Plus?Q5Q5L?A n a l y s i s:L a v i d a i m a g e u p g r a d e Plus?j?iphone 8?iphone 8 Plusj?Plus has that big,upgraded feel,like the iphone 8 and iphone 8 Plus,which sounds more advanced.?s?ddMQB?PQ34?j?s?j?mMQBis better than PQ34,we can not understand the keyboard god,let alone ordinary users?为20?4k?位?A n a l y s i s:L a v i d a i s b e t t e r t h a n B o r a e v e r y w h e r ed?e?j?d?e?A little bit psychological gap,a strong supportment for Lavida?k?Appearance:calm and atmospheric?k?Appearance:young,dynamic?BoraLavidaThe body is more wide and hignCutting edge technologiesmore cost-effectiveDistinctiveSpaciousAdvancedCheaper21?5k估?任?A n a l y s i s:H i g h g u i d a n c e p r i c e,l o w t r a n s a c t i o n p r i c e t o m e e t u s e r s p s y c h o l o g i c a l e x p e c t a t i o n s22?/?Lang yi:more cost-effective?kplus?MQB?k?rk?“?”?qk?d?e?j?Create a little passat label Bind fast teng,dislocation competitionPricing strategy:More cater to user psychologySelf-packaging:zPlus is more easily perceived by users than MQB conceptsCreating a better impression than Bora?S u m m a r y o f a n a l y s i s23?Insight?Analysis?Reason乱企?S u m m a r y o f p r o b l e m?TA?There is no real connection to TA?s?Invisibles?Confuseds?Unconsidered?Brand image dispersion?份?Leading technology Product value?/?r?Lack of grade/priceTA?Focus blurTA?Value point deviationTA?Lack of guidance at decision points24?Objective乱企Issue?Insight?Idea?Implement?Impact25?k?i?L o w-t i e r c i t i e s w i t h c o n s u m e r g r a d i n g k S e e k i n g c o m m o n g r o u n d w h i l e p u t t i n g a s i d e d i f f e r e n c e s?C o n s u m e r p o r t r a i t o f M Q B B O R A?v?T h e r e i s a p a r a l l e l w o r l d b e t w e e n h i g h a n d l o w m a r k e t sZara?78%,p?r?12%In first-tier and second-tier cities,the number of stores accounts for 78%,and the number of stores accounts for 12%in third-tier and below?HLA?6%,p?r?63%The number of stores in first-tier cities accounts for only 6%,and the number of stores in third-tier cities and below accounts for 63%?k协?位?供卓26?ko?U s e r h i e r a r c h y d e f i n i t i o n:T h e m i d d l e c l a s s i n t h i r d-t i e r c i t i e s?b位?c?b?c?主?从?i?10?习?主The new urban population,consisting of returnees from first-tier cities and migrants from low-tier cities,has brought huge consumption demand and become the main force driving Chinas economic growth in the next decade2%15%43%40%8%31%45%16%?Fourth-tier citiesp?Third-tier cities?Second-tier cities?First-tier cities20122022Ed?e?d?e?To w n Yo u t h w i l l b e c o m e t h e d a r k h o r s e p o w e r o f e c o n o m i c d e v e l o p m e n t?k?乘i?i?27?于B l u e F o c u s d a t a p r o d u c t m a t r i x?Data product?Authoritative research report?Direct data source28?4S?37.84%?4S?67.14%?4S?41.65%?k?)B?x?q?x?（?q?x?q?x?万?k1230?k1090?k4710?Data sample library?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S store29?ko?值?T h e d at a f o u n d k 3r dt i er mi d d l e cl ass i s i n n ew d i st ri ct*?k?4S?Top5:?p?不?|?w?Top5:?|?Top5:?|?w?|?Top5:?丹?x?x?Top5:?w?p?Top5:?C?|?v?i?i?估?助?i?估?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S store30?k?估i?T h e d at a f o u n d:Co n su mer co n f i d en ce i s h i g h,d are t o h i g h-q u al i t y co n su mp t i o n?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S store?Top5:?“?w?Top5:?w?Top5:?|?|?*?k?4S?31准）?从?p?Returnees from first-tier cities:conspicuous consumer demand rises*?k?凯i90?i2017l?位?供i?v?i2018?6?Migrants from low-tier cities:rigid demand consumption upgrade,value cost performance?k?T h e d a t a f o u n d:C o n s u m p t i o n s t r a t i f i c a t i o n u n d e r q u a l i t y c o n s u m p t i o n?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s?M i g r a n t s f r o m l o w-t i e r c i t i e s32*?k?autoMCi?i?i2018.1-10?k?丹?,?/?D a t a i n s i g h t:F o c u s o n p r o d u c t i m a g e o f a u t o m o b i l e c o n s u m p t i o n?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s?M i g r a n t s f r o m l o w-t i e r c i t i e sn?s?Low-key without losing personalityn?！d?+?eFocus on tonality of brand model+price n?Have a style and be practicaln?！d?+?eFocus on brand status+priced?ed?e33?k?值?u丁?T h e d a t a f o u n d:E n j o y t h e s t r u g g l e a n d p u r s u e t h e r e w a r d d?ePursue self-valued?eAchieving social identity?j?s?Even in a stable and comfortable place,I can live a different wonderful life from them?j?Through his own efforts to get ahead,become the new owner of the citydddd?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s?M i g r a n t s f r o m l o w-t i e r c i t i e s34?iThe young people gathered in the new district,?r?ialthough from different origins,?华but share the urbanized lifestyle.?且?w?iFast growing business environment,?云?ithe unformed hierarchy,?华give them a better chance of success.?世?值?iThat makes them more willing to fight,?主?华more dare to show their positive life attitude.?iThis group of young peoplei?位?ias with new district,?利?iin the collision of culture and values,?华?have a unique vitality.We call them#?#The new youth35?Objective乱企Issue?Insight?Idea?Implement?Impact36?C r e a t i v e t a s k?B r a n d?E n t e r p r i s e i t s e l f i s a r e w a r d?k?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s:e n t e r p r i s e i s s e l f-r e a l i z a t i o n?k?M i g r a n t s f r o m l o w-t i e r c i t i e s:t o b e a g g r e s s i v e i s t o g a i n a p p r o v a l?L e a d i n g t e c h n o l o g y?kt?s?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s:d i f f e r e n t?k?M i g r a n t s f r o m l o w-t i e r c i t i e s:h a v e a s t y l e a n d b e p r a c t i c a l?From value output to value resonance?From rationality to sensibility?C u r r e n t s i t u a t i o n?I n s i g h t?F o c u s?P r o d u c t37?s?C r e a t i v i t y a n d c o n t e n t p r o d u c t i o n m o d e l?Scenarized content marketing by user-drivenCustomerDrivenContextMarketingCDCM38?Objective乱企Issue?Insight?Idea?Implement?Impact39?Brand Communication Creative40?C r e a t i v e A n a l y s i s41?C r e a t i v e A n a l y s i s42?C r e a t i v e A n a l y s i s43ANIJT44b?i?传c?KVb L e t t h e n e w a r e a d r i v e n b y h e a r t c K V45?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w46?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w47?j?d?e?j?Select the celebrity testimonies with regional representativeness,show the demonstration,and transfer the characteristics of new district,and attract attentionsb?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c L a u n c h -C e l e b r i t y t e s t i m o n i e s48?d?e?j专?d?e?b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c L a u n c h t h e c a m p a i g n-p e o p l e s t o r y49b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c L a u n c h t h e c a m p a i g n-B r a n d u n i o n50b?i?传c?-估之?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g -H i g h S p e e d R a i l S c e n e P o s t e r 51b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g-A D p o s t e r52b?i?传c?-?业?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g m a i n r o a d s c e n e p o s t e r53?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w54?P o s t e r55MQB?X?优M Q B B o r a X T i m e M u s e u m?|?Cooperating with the head IP-new media center of Peoples Daily to build the creative experience hall for the 70th anniversary of the founding of the Peoples Republic of China.COL?-?LHW?OP?YUW?PTJL?IUWH?LTYLWLK?PT?3OPTH?P?H?SPJWUJU?S?UM?YOL?YPSL?5HJO?NLTLWHYPUT?UM?IUWH?HR?U?WLJUWK?YOL?YW?NNRL?UM?YOL?LTYLWVWP?PTN?U?YO?56?优?T i m e m u s e u m b o r a e x h i b i t i o n a r e a57?|?k?k?k?k?w?k?w?k?k?|?k?k?k?D e l i n e a t i o n o f Te n N a t i o n a l N e w D i s t r i c t s B a s e d o n t h e To n a l i t y o f B a o l a i P r o d u c t s58?保?Te s t d r i v e p l a n n i n g o f x i a n n e w a r e a?#?#?#?#?w?|?y?w?ECO?伤?主?MKB?任事?位?MK100 ESP?g?今?代h?EPB?依+Auto Hold?伦?仍?EA211估?决?DSG?且?且?且?MIB?LED?59?Materials?k29*21 CM?k 200?k21*29CM?k200?k9*5.5cm?k200?k43*24*22cm?k250?A?k1*2m?k?k3*1.23m?k?j?j?j?！?:3cm?:s?kPVC?60?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w61?P o s t e r63会?T h e s c e n e e f f e c t o f t h e p r e m i e r e c e r e m o n y64?Product Communication Creative65?P r o d u c t p o w e r d i s s e m i n a t i o n -t h i n k i n g?k?d?eQ u e s t i o n s o f p r o d u c t p o w e r d i s s e m i n a t i o n :N o s e n s e?dA+”?d?eSharpen imageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eBlurred imageWeak users perceptionCompeting products:Lavidastrong A+labelMQB Bora=another Audi A3LavidakOut of styleTo emphasis:New generation66?P r o d u c t p o w e r d i s s e m i n a t i o n?d?eSharpen imageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eMQB Bora=another Audi A3LavidakOut of styleTo emphasis:New generation67b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 68b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 69b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 70?P r o d u c t p o w e r d i s s e m i n a t i o n?d?eSharpen imageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eMQB Bora=another Audi A3LavidakOut of styleTo emphasis:New generation71?势b?c?世L a b e l B u i l d i n g o f L a v i d a a s C o r n y M a r v e l o u s