一汽大众汽-高尔夫R-Line上市传播计划.pptx

一汽-大众高尔夫R-Line上市传播计划 FAW-VW Golf R-Line Launch Campaign Media Proposal;高尔夫传播回顾/竞品分析及传播目标/ Golf communication review/ competitor analysis and communication objective 高尔夫R-Line目标人群媒体接触习惯/ Target audience media consumption habit 高尔夫R-Line传播平台及主题/ Communication platform idea 高尔夫R-Line预热和上市期媒介策略/ Teaser and launch media strategy 高尔夫R-Line创新合作方案分析/ Innovative Program Recommendation and Analysis;高尔夫R-Line上市传播计划-简报解读Golf R-Line Launch - Briefing Recap;高尔夫整体传播回顾Golf Communication Review;高尔夫2014销量分析The New Golf Sales Volume Analysis;大众品牌R-Line系列战略布局VW Brand R-line Strategy;高尔夫R-Line竞品运动款车型投放策略Golf R-Line Key Competitors Sport-line Model Media Strategy;别克 Excelle XT：35.0 Mil （Monitor SPD）;高尔夫R-Line竞品媒介投放亮点-英朗 XTGolf R-Line Key Competitors Media Strategy Highlight - Excelle XT;上海大众以朗逸作为母品牌，通过朗行+朗境的上市，在两厢车市场拓宽了朗逸用户群体并丰满了家族形象。 SVW through the launch of Gran Lavida + Cross Lavida enlarge the Lavida T.A and enrich the family image. 朗行和朗境均有单独投放，其中重点延伸车型朗行规模较大。 Both Gran and Cross Lavida have specific media campaign. As the key extension model, Gran Lavida’s launch with large scale. 三个车型推出市场后，上海大众以家族形象进行了小规模延续投放。 After Cross Lavida launch, SVW promoted the family campaign with small sacle. ;高尔夫R-Line上市传播计划 - 传播目标Golf R-Line Launch - Communication Objective;高尔夫传播回顾/竞品分析及传播目标/ Golf communication review/ competitor analysis and communication objective 高尔夫R-Line目标人群媒体接触习惯/ Target audience media consumption habit 高尔夫R-Line传播平台及主题/ Communication platform idea 高尔夫R-Line预热和上市期媒介策略/ Teaser and launch media strategy 高尔夫R-Line创新合作方案分析/ Innovative Program Recommendation and Analysis;高尔夫R-Line目标人群定义 - 他们是谁?Golf R-Line T.A Defination - Who they are?;高尔夫R-Line目标人群分析 - 他们是谁?Golf R-Line T.A Analysis - Who they are?;;;高尔夫的成功是因为它符合???标人群的多数购买考虑因素，而R-Line将更好的满足目标人群对产品功能特性的个性化需求。Golf’s succeed based on it accord with most T.A consider to buy factor while R-Line will better fulfill the needs on personal feature requests.;高尔夫R-Line目标人群分析 - 他们看什么?Golf R-Line T.A Analysis - What they focus?;电视、网络和