07.【迪思呈送】2017年DENZA进驻奔驰经销商公关传播策划案.pdf

s2017年DENZA进驻奔驰经销商公关传播策划案Public Communication Plan for DENZAs entry into Benzs Distribution Channel in2017 北京迪思公关顾问有限公司D&S Media Group Aug.2017新能源汽车销量利好初级市场已蓄力 备战成熟市场Favorable sales of new energy cars.Primary market is ready to enter the mature market0246810121月Jan.2月Feb.3月Mar.4月Apr.5月May6月Jue.7月Jul.8月Aug.9月Sep.10月Oct.11月Nov.12月Dec.2016年、2017年新能源汽车月度销量对比（万辆）Comparison between the monthly sales of new energy cars in 2016 and 2017(10 thousand)2016年新能源汽车月度销量 Monthly sales of new energy cars in 20162017年新能源汽车月度销量 Monthly sales of new energy cars in 20171.281.767.4833.1250.70102030405060201220132014201520162012年2016年新能源汽车销量（万辆）Sales volume of new energy cars from 2012 to 2016(10 thousand)数据来源于：2016年中国新能源汽车市Data source from Report on Chinese New Energy Car Market in 2016产业政策完善全方位支撑行业稳步增长Perfect industrial policy to support the space for“growing”2017年我国新能源汽车产业政策体系Policy system for Chinese new energy car industry in 2017宏观统筹行业管理推广应用财税优惠基础设施技术创新汽车产业振兴规划战略性新兴产业发展规划工业转型升级规划中国制造2025节能与新能源汽车产业发展规划汽车产业中长期规划十城千辆推广工程关于继续开展新能源汽车推广应用工作的通知新能源汽车政府采购方案加强示范推广管理新能源汽车生产企业及产品准入管理规定新建纯电动乘用车企业管理规定积分并行管理办法汽车动力电车行业规范条件关于完善汽车投资项目管理的意见私人购买新能源汽车补贴试点的通知关于2016-2020年新能源汽车推广应用财政支持政策的通知关于免征新能源车购置税的公告关于新能源汽车免车船税的公告电动汽车十二五发展规划电动客车安全技术条件关于开展新能源汽车技术创新工程的通知燃料电池技术战略方向规划目标新能源汽车重大试点专项电动汽车充电基础设施发展指南（2015-2020年）关于新能源汽车充电设施建设奖励的通知关于十三五新能源汽车充电基础设施奖励政策及加强新能源汽车推广应用的通知关于加快充电基础设施建设的指导意见技术创新大跨步“一箱油”时代多品牌里程续航突破“400公里”助跑新能源汽车普及Technological innovation stride in the era of“one tank of oil”Cruising distance of many brands has exceeded“400km”to support the popularization of new energy cars 腾势400 DENZA 400北汽EU400 BAIC EU 400比亚迪E6 BYD E6车辆类型Vehicle type纯电动乘用车 BEV插电式混合动力（含增程式）PHEV(including EREV)纯电续驶里程R（工况法、公里）Battery electrical driving mileage R(mode test,km)80R150150R250R250R502013年补贴金额（万元）Subsidy in 2013(10 thousand yuan)3.5563.52014年补贴金额（万元）Subsidy in 2014(10 thousand yuan)3.3254.755.73.3252015年补贴金额（万元）Subsidy in 2015(10 thousand yuan)3.154.55.43.152016年补贴金额（万元）Subsidy in 2016(10 thousand yuan)3.2(100R150)4.55.53.22017年补贴金额（万元）Subsidy in 2017(10 thousand yuan)较2016年退坡10%10%less than 20162019年补贴金额（万元）Subsidy in 2019(10 thousand yuan)较2017年退坡10%10%less than 2017年份Year第1次退坡First cut第2次退坡2nd cut第3次退坡3rdcut第4次退坡4thcut2013201420152016调整补贴条件和标准Adjusted subsidy conditions and standard 201720182019-10%-10%-5%-10%对抗“后补贴时代”阵痛 淬炼品牌真 实力补贴退坡效应倒逼企业技术创新 渠道为王成蜕变进阶关键Coping with the pain in the“post-subsidy time”and refining the real strength of the brand The reduced subsidy forces the corporation to upgrade the technology.The channel has became the key for standing out.*数据来源：公开资料数据来源：2016-2020新能源汽车补贴政策全解读Data source from Interpretation of New Energy Car Subsidy Policy from 2016-2020市场小结新能源汽车市场火热升温政策导向着力点倾向市场消费侧拉动只有“真 实力”品牌才能安全争过“后补贴时代”独木桥Market summary Heated new energy car market the policy is oriented at consumption stimulation Only brands with“real strength”could live through the“post-subsidy time”新里程开启品质生活颠覆新中产出行方式New mileage opens the quality life Subvert the travel mode of the new middle class 艺术创领 灵魂与风景交响Innovative art Symphony of soul and scenery 德国戴姆勒正向设计 剧院级哈曼卡顿音效Forward design of Germany Daimler and cinematic Harman Kardon sound effect 工艺登顶 匠心独韵雕琢尊享体验Top-notch technology Noble experience with unique craftsmanship里程领航 王者耐力风景无止境Leading mileage The super endurance brings the best scenery135KW强劲电机 长达400公里持久续航Powerful electrical motor of 135kw and cruising distance of 400km奔驰S级底盘调校 超大内部空间贴合人体工程学设计Chassis of Benz S-Class and super large interior space of ergonomic design安全实证 中西混血成就新贵族Safety proof New nobility of Chinese-Western hybrid首个基于C-NCAP评分标准达到碰撞测试5行安全的纯电动汽车First BEV that gets 5 stars in the collision test based on the C-NCAP scoring standard借进驻奔驰之东风渠道拓展全面发力With the help of the Benz network,Channel expansion goes full blast腾势陆续在北京、上海、深圳、广州、天津、杭州首批13家梅赛德斯奔驰经销商点提供销售或售后服务。进驻奔驰经销商后，2017年6月，腾势销量同比增长308.51%，环比增长362.65%。DENZA will provide sales or after sale service in 13 Mercedes Benz distribution shops in Beijing,Shanghai,Shenzhen,Guangzhou,Tianjin and Hangzhou.After entered and stationed in Mercedes-Benz dealers,in June 2017,the year-on-year growth of DENZA increased 308.51%,chain growth increased 362.65%.新能源市场聚焦“北上广”新中产一线城市刚需购买意向积极 二三线价格驱动市场任重道远The new energy market focuses on the new middle class in Beijing,Shanghai and Guangzhou First-tier cities have active purchase intention.Second-and-third-tier cities driven by price have a long way to go17.00%20.30%25.50%省油 Fuel saving 补贴力度大 High subsidy 不用摇号不限行 No lottery and no traffic control最主要购买原因 Major purchase reasons一线城市 First-tier cities 二线城市 Second-tier cities 三线及以下城市 Third-tier cities and below 区域Region 政策 Policy 销量情况 Sales conditions北京Beijing 国家+地方补贴，工作日交通不限行，新能源配号充足National+local subsidy,no traffic control in working days,abundant new energy car plates 主要电动汽车销售市场，腾势销量市场占比80%Major EV sales market.The sales of DENZA accounts for 80%.上海Shanghai 国家+地方补贴，不限行，购车配牌National+local subsidy,no traffic control,car is purchased with a plate 销量情况仅次于北京Sales rank only second to that in Beijing 广州Guangzhou 国家+地方补贴，无需摇号，直接申请新能源指标National+local subsidy,no lottery,apply for new energy indicator directly 有一定销量增长Certain sales growth 深圳Shenzhen 国家+地方补贴，深圳放宽新能源汽车摇号指标申请标准National+local subsidy,application standard of new energy car lottery in Shenzhen is relaxed天津Tianjin 国家+地方补贴，无需摇号，直接申请新能源牌照National+local subsidy,no lottery,apply for new energy plate directly 销量占比较低Low proportion of sales volume杭州Hangzhou 国家+地方补贴，无需摇号，直接申请新能源指标 National+local subsidy,no lottery,apply for new energy plate directly 南京Nanjing国家+地方补贴，新能源车停车1小时免费，1小时后半价National+local subsidy,one hour free parking and half price after one hour for new energy cars 佛山Foshan 国家+地方补贴National+local subsidy武汉Wuhan 国家+地方补贴National+local subsidy长沙Changsha 国家+地方补贴National+local subsidy*数据来源：2016年中国新能源汽车大数据营销报告*Data source from big data marketing report on Chinese new energy cars in 2016消费人群画像首购刚需型 出行品质升级工具家庭增购型 补充实用代步工具Portrait of consumers First purchase of rigid demand type,upgrading the travel quality Additional purchase of family demand type,tool for riding instead of walk品质严选家注重车辆实用性，最大化利用工具性能High quality Focus the practicability of the cars and use the performance of the tool to the maximum extend 个性不从众重视家庭观念，务实不随波逐流Unique personality Family-oriented,practical and independent 实用主义者近距离代步工具,满足日常出行需求Pragmatist Travel tool for short distance,meet the daily travel demand 注重品质有环保意识和健康理念Quality-oriented Sense of environment protection and health生活半径小崇尚简单快乐，追求生活便利性Small life radius Advocate simplicity,happiness and convenience in life 强经济实力解决一线城市限购、摇号难等出行问题Strong economical strength Resolve the problems of purchase limitation and lottery,etc.in first-tier cities 时政、新闻、财经、商业类Current politics,news,finance and commerce 资讯获取Information acquisition营销环境成分水岭态势千人千面起势 逐渐形成文化兴趣圈群A drainage divide in the marketing environment Different people have different favors.Cultural interest circles emerge休闲娱乐、兴趣爱好Leisure,entertainment,interests and hobby日常出行的方式Daily travel methods传播执行策略Strategy of Promotion and Execution 借力而行March forward by leveraging others 借腾势入驻奔驰经销商点的契机，挖掘腾势渠道拓展背后的品牌增值。Tap brand added-value behind DENZAs expansion of channel by virtue of DENZAs entry into Benz distribution network 逐点攻破Breakthrough one by one从行业、市场、品牌、服务多角度切入，诠释全场景体验攻占消费者心智。Elaborate the full scene experience and take up the mind of the consumers from the aspects of industry,market,brand and service,etc.新闻告知News notification 强化体验Strengthened experience 观察评论Observation comments 深度拔高Deepened mind 新闻扩散 New spread 网络传播Network communication垂直媒体专题 Vertical media topics 利用垂直媒体。大众媒体、北上广区域媒体，最大化扩散腾势入驻相关的新闻信息，引起大众的广泛认知。以新闻告知带动获客。Vertical media,public media and media in Beijing,Shanghai and Guangzhou are utilized to spread the information about DENZA and attract the attention of the public;attract customers with news.活跃度较高的KOL Active KOL 通过专业媒体对车型产品进行试驾、评测、专业对比，利用垂直媒体的精准性以客观公正做出正面评价，提升品牌及产品的口碑。以口碑带动获客;Test drive,access and compare the models on professional media.Evaluate the models objectively,justly and positively with the preciseness of the vertical media.Promote the word of mouth of the brand and the product.Attract the customers with word of mouth.行业KOL精准传播：利用其在行业内的影响力和引导力，对品牌、研发、产品、销量、和性能做出正面的、客观的、公正的评价，以品牌背书带动获客。时尚、科技、北上广区域KOL扩散传播：通过场景带入产品、服务、性能等体验感进行辐射传播，以场景植入带动获客。Precise communication of industrial KOL:evaluate the brand,R&D,product,sales volume and performance positively,objectively and justly by virtue of its influence and guiding power in the industry.Attract the customers with brand endorsement.Fashionable and technological KOL spread in Beijing,Shanghai and Guangzhou:promote the brand with the experience on product,service and performance.Attract the customers with scene implantation.全方位打造腾势汽车口碑Building a Positive Buzz for DENZA 负面言论易发点分析建议Analysis and Suggestions on Negative Comments 预估主要负面言论：Estimated major negative comments:网站新闻下的评论区易被竞品利用发布负面。The comment section under the news could easily be utilized by the competitive products.App端评论内容往往比较偏激，且会带有明显的观点倾向性，因而导致危机易发，易出现大量带有攻击性的负面评论。The comments in the App are relatively extreme with obvious tendency,which will result crisis and large amount of negative comments with aggressivity.相关应对建议：Related countermeasures suggested:以产品主要优势点（性能卓越、安全性、外观设计、续航）作为正面言论出击，在网友活跃的时段穿插回复，压制负面评论。Post positive comments about the advantages of the product(excellent performance,safety,exterior design and cruising distance).Reply now and then in the period when netizens are active and suppress the negative comments.负面评论针对性进行舆论引导，必要时可通过发布大量正面观点稀释负面言论的浓度，保持话语权并向正面发展。Guide the negative comments.Post large amount of positive comments to dilute the density of the negative comments.Keep the right of speech and develop to the positive side.Roadmap传播阶段新闻传播9月10月11月12月新闻告知强化体验观察评论深度拔高腾势入驻奔驰，迎接中国高端电动汽车的新时代腾势进驻奔驰4S店，打开渠道黄金窗口系出同门，奔驰为腾势加持“新能源”叫板宝马特斯拉，腾势全力冲击中国新能源市场腾势400试驾新体验，开“撕”中高端新能源汽车市场自从这款纯电动汽车入驻奔驰4S店，特斯拉已无路可逃？科技艺术巧结合，包豪斯风格诠释腾势400工艺之美腾势：打造新能源汽车后市场“彩蛋”名门之后 腾势用实力占位“情怀”的蓝海腾势入驻“豪门”沿袭匠心服务超长续航+规模化充电网腾势完胜“水土不服”的宝马 除了价格，腾势究竟“贵”在何处？冲破中高端纯电动汽车之困腾势2017销量攀升产品渠道双推进 腾势捕捉新能源汽车市场的“独角兽”无惧退坡 腾势或将引领新能源汽车行业走出补贴窠臼选择腾势的新中产：不只为情怀买单KOL传播媒体选题围绕高管专访、行业分析、品牌支撑、售前售后服务等话题进行选题合作七年磨一剑：戴勒姆用腾势劈开中国高端电动汽车市场进驻奔驰戴勒姆为腾势灌注渠道的生命之光“千军万马”争过新能源独木桥 腾势开辟创势代千锤百炼的钢筋铁骨赋予最坚固的安全保障顶级系统赋能，波澜不惊背后的技术亮点400公里超长续航能否刺激消费者的购买G点？以戴姆勒标准研发，腾势在造车风水岭中崛起“黑科技”抢镜，开启智能驾乘新篇章触顶的新能源汽车市场下如何以品质破局重生？RoadmapSeptemberNewsObservation remarksDeepeningEnhancedexperienceCommunication phaseNews communicationKOLcommunicationMedia topicsEntering Benz Channel,DENZA Embraces the Growth of High-end EVs in China.DENZA Entering 4S Store of Benz Opens a Golden Window in the Channel.Under the Same Brand,Benz Provides“New Energy”for DENZA.Challenging BMW and Tesla,DENZA Seizing Hold of New Energy Market in China.DENZA 400 Test Drive Lights A Fire in High-end New Energy Car Market.Since the Entry into Benz 4S Store of BEV,Tesla Has No Way out?Combination of Technology and Art,Beauty of Craftsmanship of DENZA 400 with Bauhaus Style.DENZA:Bonus Scene in the New Energy Car After-market.Descendant of Eminent Family,DENZA Takes up a Share in the“Feelings”-Oriented Market.DENZA Cooperates with Luxury Brands and Inherits the Unique Service Quality.Super-long Cruising Distance+Large Scale Charging Network,DENZA Thoroughly Defeats BMW.Why is DENZA“Expensive”Except for the Price?Break through Predicaments of High-end BEVs with Increased Sales of DENZA in 2017.DENZA Catches the“Unicorn”in the New Energy Car Market by Promoting both Product and Channel.Fearless against Declining,DENZA May Lead the New Energy Car Industry out of the Subsidy Mold.New Middle Class Who Choose DENZA:Not Pay for Feelings Only.Co-operation topics will based on the interview of executives,industry analysis,brand supporting,pre-sale and after sales services and so on.Seven years of preparation and refinement:Daimler fought its way into the high-end EV market in China.By inclusion of DENZA into Mercedes-Benz dealerships,Daimler has provided DENZA with the most vital lifeline,that is,channels.Breakthrough of DENZA:EveryoneCompeting to Stand Out,DENZA Opens a New Era.Breakthrough of DENZA:Strongest Safety Guarantee Realized by Tempered Iron and Steel.Breakthrough of DENZA:Technological Highlights Behind the Stable Driving Based on the Top SystemBreakthrough of DENZA:Will the Super Long Cruising Distance of 400km Stimulate Customers?Breakthrough of DENZA:Developed Based on the Daimler Standard,DENZA Rises from the Car Breakthrough of DENZA:“Black Technology”Opens a New Era of the Intelligent DrivingBreakthrough of DENZA:How to Breakthrough the Deadlock in the New Energy Car Market with Quality?OctoberNovemberDecember 新闻稿件Press releases9月September新闻告知News腾势入驻奔驰，迎接中国高端电动汽车的新时代Entering Benz Channel,DENZA Embraces the Wild Growth of High-end EVs in China品牌稿Brand draft主要内容：1、简要介绍腾势进驻奔驰经销渠道动作，展现品牌在北上广等地区大规模布局，及这一举措为消费者带来的利好。2、解读腾势进驻奔驰经销背后的资本根基，戴姆勒与比亚迪两大汽车巨头多年研发，为腾势注入的强势血脉，通过全球领先的设计工艺和电池技术赋予腾势舒适和心安的产品先发优势。3、优质的产品为品牌势能夯实基础，腾势此举联合奔驰高端经销渠道，将引燃品牌势能爆发，成为腾势掠夺新能源汽车市场的强势助力。内容概述：全面解读腾势进驻奔驰经销渠道这一亲民渠道动作，为品牌所带来的全新发展动能，将通过渠道为品牌抢占更高市场份额。Overview of content DENZAs entering Benz sales channel will bring new developing dynamics for the brand and occupy more market shares for the brand.Main content:1.Introduce DENZAs entry of Benz sales channel.Show the large-scale layout of the brand in Beijing,Shanghai and Guangzhou,etc.and the advantages for the consumers brought about by this measure.2.Decode the capital base of DENZAs entry of Benz sales channel.The research of Daimler and BYD over these years provide great strength for DENZA.The leading design and battery technology endow DENZA with the advantages of comfort and safety.3.High quality products lay a solid foundation for the brand.The cooperation of DENZA and Benz will trigger the power of the brand and help the brand to fight for new energy market shares.C端稿C-end draft主要内容：1、两大汽车巨头共同打造的新能源汽车腾势上市已久，但销售渠道稀缺，仍令消费者可望不可得。2、针对中产消费者购车需求，以戴姆勒与比亚迪为腾势USP背书，充分剖析戴姆勒团队为腾势带来的超大车内空间和舒适驾乘体验，及比亚迪电池技术为腾势提供的优质电池续航保障。3、腾势将登陆北上广等地区奔驰经销商店，0距离为消费者提供试驾体验、购车服务及全面售后的品质服务。内容概述：聚焦中产消费者传递腾势进驻奔驰经销信息，通过产品USP阐释为产品加持，吸引消费者关注，促发进店体验。腾势进驻奔驰4S店，打开渠道黄金窗口DENZA Entering 4S Store of Benz Opens a Golden Window in the ChannelOverview of content Transmit this information to the middle class consumers.Support the brand with product USP.Attract the attention of the consumers and attract them to test drive in the stores.Main content:1.It has been a long time since the new energy car DENZA has been released by two auto giant corporations.But there is few sales channels and it is difficult for the consumers to buy.2.Targeted at the car purchase demand of the middle class consumers,Daimler and BYD endorsed for DENZA USP.The Daimler team brings super large interior space and comfortable driving space for it.The battery technology of BYD provides high-quality battery cruising power for DENZA.3.3.DENZA will be sold in Benz shops in Beijing,Shanghai and Guangzhou,providing test drive,purchase service and al-sided after sale service.行业稿Industrial draft主要内容：1、特斯拉Model3在加州的首批车交付活动引发行业关注，同样作为高端新能源车的腾势也在近期入驻奔驰经销商与用户近距离沟通。2、两大高端新能源车品牌的连续动作，带领高端新能源车走下神坛，不再与消费者保持距离。而在国内，新能