【迪思呈递】腾势北京终端市场整合营销项目会员免费

2017腾势北京终端市场整合营销项目Integrated Marketing Program for Terminal Market of DENZA in Beijing 2017北京迪思公关顾问有限公司D&S Media Group 2017.09

针对此次传播，我们的目标Our goal for communication this time强势曝光腾势品牌及产品Exposure of DENZA's brand and products提升传播声量improve the transmission effects助力集客及销量转化Boost the number of customers and conversion rate

市场环境分析Market environment analysis新能源整体市场持续走高，自主品牌加速领跑，The overall market of new energy will remain high with independent brands taking the lead;比亚迪、北汽、荣威等品牌已开拓出成熟稳定的行业空间占位，Brands like BYD, BAIC and Roewe have developed mature and stable industry space;市场占有率集中化，高端品牌市场亟待开发。The market share is concentrated and the market for high-end brands is to be developed. 0102030405060708090自主、合资、进口品牌新能源车型销量Sales volume of independent, JV and imported new energy cars 自主合资进口市场空白Market vacancyCompetitive pattern in the new energy car market

破局面对市场竞争格局下，我们如何赢得用户关注？How to attract users’ attention in such a fiercely competitive market?Break the mold

腾势核心用户锁定为高端车主，DENZA targets high-end car owners as its core users高端车主购车原因——续航能力增长、技术成熟、环保Reason for purchasing car by high-end car owner – Extended cruising ability, improved charging network and environment protection 产品政策环境其他2017年中国高端商务人群目前拥有VS计划购买汽车价位Prices of cars currently owned or to be purchased by high-end business consumer groups in China in 2017数据来源：2016高端新能源车消费者洞察Data Source: Insight into consumers of high-end new energy cars in 2016高端商务人群目前拥有汽车的价位集中在15-50万元之间。其中20-30万占比最多，达34.4%，30万以上占比27.7%。高端用户整体汽车价格平均值为27万元，未来购买预算平均值为32.2万元 70后为主 家庭增购 中高层管理人 月均收入3W+人群属性86%79%9%续航能力增长外观设计技术成熟行驶的安全性环保有效减少尾气排放高端车主购车原因

他们主张理性消费，性价比与品质都重要，富有挑战精神With a spirit of challenging, they advocate rational consumption and pay equal attention to cost performance and quality. 对于他们而言，购买新能源汽车，不仅是出行的一种选择，更是“新公民意识”的体现，也是对自然的关注、对社会的责任，品牌力强、技术成熟的新能源车型自然成为新中产阶层的选择。 80后为主 首次购车 重视家庭 自我价值观人群属性 挑战精神数据来源：新中产报告、2017新能源汽车消费调查Data Source: Report on New Middle Class, Research on New Energy Car Consumption in 2017Place a higher value on public praise than advertising Important or very important factors in consumption Unpopular South-Korean cars 潜在用户心理洞察Insight into the Psychology of Potential Users

自身产品利益点：Benefits of product: 跟竞品相比，我们的优势体现在哪里？What are our advantages comparing with competitive products? 戴姆勒百年造车工艺+奔驰经销商渠道+比亚迪技术的领先优势Century-old car manufacture technique of Daimler + Benz’s distribution channel + BYD’s leading-edge technology 奔驰基因赋能energized by Benz’s gene400km长续航Str...