Changan Ford Escort PR Program 2015长安福特福睿斯年度公关传播方案
Part 1 Project Background and Market AnalysisPart 1 项目背景及市场分析Part 2 Communication Strategies and Concept InterpretationPart 2 传播策略及概念解读Part 3 Event Propagation and Implementation DetailsPart 3 事件传播及执行细节Part 4 Daily Dissemination Strategies and PlanningPart 4 日常传播策略及规划Table of Contents目录3184393122
Part 1Project Background and Market Analysis项目背景及市场分析
Escort: ModelEscort ：典范Became a perfect model of family car with free drive in 1968, with the European sales of over 16 million cars.1968 年，欧洲销量超过 1600 万，成为家庭车和超强驾驭完美结合的典范。In the 1960s, created a precedent of Ford in the UK, cumulative sales of more than 4 million cars in the past three decades.1960 年代，开创了福特在英国畅销的先河，三十多年累计销量达 400 多万。Won the consecutive RAC Rally (renamed later) championship from 1975 to 1979.1975 年至 1979 年，连续赢得了后来改为英国拉力赛的 RAC Rally 赛事的冠军。Won the WRC manufactures championship in 1979.1979 年，获得 1979 年 WRC 的厂商冠军。In 2013, Escort concept car debuted stunningly in the Shanghai International Auto Show.2013 年， Escort 概念车在上海国际车展全球首次惊艳亮相。
Replace the classic Fox to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the “Endless Progress” promise替代经典福克斯，与新福克斯形成双车战略提升福特品牌在中级车市场的竞争力体现”进无止境”的品牌承诺New model of the Chinese family car tailored by Changan Ford based on its global platform technology advantages长安福特基于全球平台技术优势、专为中国家庭量身定制的家轿新典范
Ford Escort 福特 福睿斯Create the Future Together ● New Model of Family Car共创未来●家轿新典范
Target market市场目标Establish the “New Model Family Car (NMFC)” brand awareness and reputation建立”新典范家轿”品牌知名度与美誉度Complete the annual sales target of 235,024 cars (3.8% market share)完成 235,024 台年度销售目标（市场份额3.8 ）Average market share 2015- 2023 of 3%2015-2023 平均市场份额达到 3%Monthly sales of 20,000 cars月销量 20000 台
Enterprising debut in 2015,2015 年进取登场，Facing with fierce competition in the mid-grade car market,面对中级车市场的激烈竞争How will Escort successfully replace the classic Fox, and drive the Changan Ford sales into a new height?福睿斯如何顺利取代经典福克斯，将长安福特销量提升到新的高度？
Macro marketsIncreasing female owners with different preferencesCar demand is suppressed in the first- and second-tier cities, but with a huge potential in other tier citiesThe generation after the 1980s / 1990s has gradually become the main consumer•They have become a pivotal power of new car demand•Focusing on safety and appearance, they have more economical considerationsWomen’s purchase considerations more from entertainment and family;Women are more concerned about the safety and appearance.•New car demand concentrating in the thi...
