爱创DS全系车型款上市发布会及传播方案会员免费

DS全系车型2018款 上市収布会及传播方案 2017.8.14 ITRAX

DS 2018 MODELS RELEASE CONFERENCE AND COMMUNICATION PLAN 2017.8.14 ITRAX

目录 | CONTENT PART A: 背景分析 PART B: 传播策略 PART C: 执行觃划 4

CONTENT PART A: Background analysis PART B: Communication strategy PART C: Execution plan 5

背景分析 PART A 6 Background analysis

通过DS全系车型2018款 上市发布会及传播 促进终端销量 提升品牉声量 本案目的 7

Make use of DS 2018 models release conference and communication To increase deliveries to customers To improve brand volume Purpose 8

终端如何联动？ 围绕线上収布会 传播怎么做？ 线上収布会怎么做？ 収布会说什么？ 在什么平台収布？ …… 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 demands 10

传播策略 PART B 11 Communication 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 theme 13

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 不以往的传播口径相比，这些明显的新车技术亮点，怎么说呢？ 自身情冴 传播主题推导 14

USP of DS 2018 Models Edgy design Exquisite technology Healthy & luxury car Internet of Vehicles High-tech configuration DS Connect 2.0 smart connection technology ADAS We are intensifying these labels continuously How to sell these distinct technical highlights of new car when compared with previous communication voice? Self conditions Derivation of communication theme 15

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、扭力梁后悬挂徆厉害、配置丌错，但感叐丌到产品特点中，关亍“科技”的沟通声量。 媒体 用户对亍汽车的需求，除了品牉的考虑外，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，而丏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. Competitive product Derivation of communication theme 17 Although 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. Media Regarding users...