一汽大众SUV家族传播策略建议会员免费

一汽大众SUV家族传播策略建议FAWAVWSUVFamily Communication Strategy探岳

SUV家族面临的课题Current Task FacedbySUVFamily口SＵV市场传播现状PresentSituationofSUVMarket口ＳＵＶ目标人群触媒分析AnalysisofSUVTarget Audfend口2019年SX家族停桶建议Suggestionof2019Campaign

SUV家族传播的课题:ASUV总体市场份额出现下滑,车型面临着较大的竞品销售压力QSUV familv media mission:ASUV wholemarket sharedeclined with competitivesalespressure一汽·大众FAW-VOLKSWJASUV市场区间出现压缩趋势品牌SUV家族在细分市场面临着较大的销量压力ASUVmantet sogmenthes acompmesintrendBrandSUV famlly fa量排名累计]分级别市场份额对比43.5%21.0%0.7%1.1%29.6%28.4%20.3%120%47%14.3%11.3%3.0%9695.39210%10.5%1.0%9.1%3.3%00.1%0.0%2.0%40.15-40.6%A级三湘28.5%29.0%3.4%20%43%我号2017年2018年全年00.1%24%

QSUV家族传播的课题:主流厂商ASUV投放将持续上涨,未来ASUV将面临更加激烈的竞争SUV family communication main missions: more competitors and more pressures一汽·大众FAW-VOLKSWASUV总体花费呈上涨趋势，主流核心竞品总体上也加大了对SUV的投放力度且增速显着Corecompetitorshave alsoincreased the costin SUV segment,2019年将面临更加激励的竞争;Theovell斯柯达Skoda长安福特CA-FordC东风本田DF-HondaJendIthe growth nate lsremarkable.Theyearof2019willseemoreflercecompetition97%2019e361218%74%79%50%41%36%35%32%833M229M137M37BM283M2018201620172018201620182016201720183440东风标致DF-Peugeot东风日产DF-Nissar上汽大众SVW2017288414%探歌201615666%61%8%42%41%36%32%36%2100132M14%22%2016-2019年ASUV花费占比32M201620172018201620172018201620172018

QSUV家族传播的主要任务SUV family一汽·大众communicationmain missionsFAWVOLKSW传播任务Comm.Mission认知品牌提升RecognitionMPM品牌形象”28.2+Brand improvingMPM'Brandimage28.2+触及消费者，形成品牌认知创新展示"创新"目标28.1(2021年)Reachconsunmers and fom brand rocopitogCreativeshowDesigntarget28.1(2021)熟悉Familiarity点对点年轻化沟通品牌年轻化（平均30岁）建立品牌熟悉度与好感度Communication accurately one by oneBrandrejiuvenation(avgage30)and famllarity and goodwll转化WTransfommation销售支持2019年约40万SUV新用户探岳Ca 400K new SUV customers (２01９促进集客转化essupportancoemation

口SUV家族面临的课题Current Task FacedbySUVFamilySUV市场传播现状PresentSituationofSUVMarket口ＳＵＶ目标人群触媒分析Analysis of SUV Target Auden口2019年SX家族停桶建议Suggestionof2019Campaign

Q2018年主要竞品SUV家族传播分析Analysis of SUV Family Communication of Core Competitors in 2018一汽·大众东风日产SUV家族传播斯柯达SUV家族传播东风标致SUV家族传播DF-ANsSInSUVfaniycampsignSkodaSUVfamily campaignDF-PeugeotSUVlamly campaign2018.6-72018.8-102018.5-10厂商Manufactures四式六路0%媒体组合媒体组合30%Moclanl2K67%MediaMix实际花费80.63mioActuaISPD&SOSOS:14.00SOS:320%通过绑定代电视媒体主导，锁定主流卫视热门通过央视和卫视多综艺IP广泛传播品牌形象;TVdove传播特点总结误形象和品牌形象heda.SUV family imageCanclusiontroughCCTVandPSTV

Q东风日产SUV家族媒介投放亮点Highlights of DF-Nissan SUV family media campaign一汽·大众东风日产SUV家族2018世界杯整合传播Integrated Communication of DF-Nissan SUV Family in the 2018 World CupCCTV5-2018.6.14-7.15央视阵地+栏目合作+小程序互动+社会化媒体发酵NISSANCCTVexposure+Columncoop +min program Interaction+soclalmeda锁定赛事主要阵地捆绑央视热门ＩＰOCTVHOTIP东风日产电视+网络双端露出指定用车+环节植入edcar+sessionplacCCTVV55+优酷Youkau咪咕MiguCCTV5《豪门盛宴》体育...