DS全系车型2018款上市发布会及传播方案2017.8.14ITRAX
DS 2018 MODELS RELEASE CONFERENCE AND COMMUNICATION PLAN 2017.8.14ITRAX
目录 |CONTENTPART A: 背景分析PART B: 传播策略PART C: 执行规划4
CONTENTPART A: Background analysisPART B: Communication strategyPART C: Execution plan5
背景分析PART A6Background analysis
通过DS全系车型2018款上市发布会及传播促进终端销量提升品牌声量本案目的7
Make use of DS 2018 modelsrelease conference and communicationTo increase deliveries to customersTo improve brand volumePurpose8
终端如何联动？围绕线上发布会传播怎么做？线上发布会怎么做？发布会说什么？在什么平台发布？……前中后期围绕哪些话题传播？……终端同步可以做什么？如何为终端引流？……需求梳理9
How to link terminals? How to implement the communication based on online release conference?How to make an online release conference?What to deliver on release conference?On which platform to release the information?……What are the topics of early, middle and late stages of communication?……What to do for terminal synchronization?How to attract customers for terminals?……Sorting of demands10
传播策略PART B11Communication strategy
关键问题是，DS全系车型2018款上市，核心要传递什么信息？这决定了我们的工作将如何展开，以及是否能达成目的。传播主题推导12
The key is What core message is to be delivered along with release of DS 2018 models.It determines how we operate and whether we can achieve the goal.Derivation of communication theme13
DS全系车型2018款USP前卫设计精湛工艺健康豪车车联网科技配置DS Connect 2.0 智能互联技术高级驾驶辅助系统ADAS 这些标签我们一直在强化与以往的传播口径相比，这些明显的新车技术亮点，怎么说呢？自身情况传播主题推导14
USP of DS 2018 ModelsEdgy designExquisite technologyHealthy & luxury carInternet of VehiclesHigh-tech configuration DS Connect 2.0 smart connection technologyA D A S We are intensifying theselabels continuouslyHow to sell these distinct technical highlights of new car when compared with previous communication voice?Self conditionsDerivation of communication theme15
无论是DS的销量担当车型还是入门车型，级别相同的ABB竞品，“科技、智能”都是重要传播口径之一。竞品传播主题推导16产品的轻奢、设计感、扭力梁后悬挂很厉害、配置不错，但感受不到产品特点中，关于“科技”的沟通声量。媒体用户对于汽车的需求，除了品牌的考虑外，对产品的关注，依然是动力、空间、配置，科技、智能的信息有待充分传播。用户“科技、智能”是DS全系车型2018款的重要标签，而且DS又有新的明星资源，在现有局面下如何进行差异化传播呢？1. 如何强化科技智能2. 如何体现明星推荐
For ABB competitive products at same level of DS best seller or entry-level model, “technology and smart” are one of the important communication voices.CompetitiveproductDerivation of communication theme17Although the product is featured by affordable luxury, graphic sense, and great rear suspension of torque beam, communication volume of “technology” is still not sensible in the product characteristics.MediaRegarding users’ demands of automobiles, they will still pay attention to the power, space, configuration, technology and intelligence in addition to the brand.UserAs technology and int...
