05款爱丽舍公关传播方案 Elysee 05’ PR communication plan for Elysee 05’ 时空视点传播机构 北京 上海 广州 杭州 Dec.13-04 05新款爱丽舍传播目标 objective 帮助05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知 Help Elysee smoothly insert to markets, set up consumer's cognition 推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入认知 Fund up the understand of Elysee and citron brand through to user’s experience of product 作为改款车，爱丽舍05款该如何传播？ How to launch Elysee as a change fund car 在改款车上市案例研究中，时空视点选择04年传播较为成功的桑塔纳3000上市传播和新捷达两款车的传播策略 In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004 时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽舍05款上市的传播策略： Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance 改款车上市传播研究 research report 桑塔纳3000 Santana 3000 上市背景 中级车市场 自2003年下半年以来，售价12万~18万元、排量1.8升的中级车已经开始 日渐成为国内轿车市场的消费主流。 3000型取代2000型 普桑问世近20年、2000型投产近10年之后，作为国内单一品牌保有量最大的轿车--桑塔纳正在面临产品的老化和市场的衰退 上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯越、伊兰特等新锐产品竞争 background Intermediate market Since the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consumption of the domestic car market 3000 replace to 2000 The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of the products and wearing out market Shanghai Volkswagen hoped to rebuild the Santana brand through reflash style of car, voice:(public image) 对新车猜测：桑塔纳3000可能要上市Vs桑塔纳3000可能不会上市 The image of the new product:Santana 3000 will come out of the market Vs Santana will not come out of the market 公众： Public: 桑塔纳可能要出3000型了 Santana 3000 going show out 桑塔纳3000型是什么样的车？ What kind of the car is it Step one 传播内容:(品牌故事) Voice:brand story 桑塔纳品牌的历史（历史回顾、产业贡献、市场反应等） The history of Santana (review,offers,market feedback,and so on) 桑塔纳品牌在中国的未来 The future of the brand in china 公众： Public: 桑塔纳品牌是一种属于中国市场的品牌 Santana is an part of Chinese market brand 犹续支持桑塔纳品牌 Should be continue to support 桑塔纳3000－第二轮传播 step two 传播内容：(媒体试车) Voice:test drive of media 上海大众的实力和决心 The strength and purpose 产品first look（试车） First look (test drive) 公众： Public: 桑塔纳品牌是一种属于中国市场的品牌 Santana grow up with Chinese auto market, 犹续支持桑塔纳品牌 Carry on support Chinese brand 桑塔纳3000－第三轮传播 step three 桑塔纳3000－第三轮传播 step three 传播内容：(改款车利益点) Voice:Advantage of the new style 谍照(外观) Picture(face) 价格猜测 Price image 公众： Public: 桑塔纳3000快要上市 Santana 3000 land in market soon 上市价格 What’s the price in market 。。。。。。以上简介无排版格式，详细内容请下载查看