东风雪铁龙宣传方案-课件（ppt）.ppt

东风雪铁龙2003年7—12月公关宣传计划提纲Dongfeng Citroen PR PlanFrom Jul to Dec in 2003北京星原文化艺术广告有限公司By xingyuan pany2003年上半年工作回顾Review From Jan to Jun in 2003 ..32003年上半年Jan to Jun 2003 ?产品投放Product Launch:–富康新浪潮舒适版上市Launch FK–爱丽舍VTS上市Launch ELYSEE VTS –爱丽舍SX16V上市Launch ELYSEE SX16V–赛纳XSARA上市Launch XSARA?产品后续宣传Post munication–各新上市车型的后期推广Maintain media exposure of new models after launch..42003年上半年Jan to Jun 2003?事件公关PR Events–富康夺取全国汽车锦标赛上海站冠军FK as a champion in Shanghai Motor Race–爱丽舍在亚运村市场销量夺冠ELYSEE has a good sales volume in Yayuncun market..52003年上半年Jan to Jun 2003?其他Others:– business convention was held in Wuhan–龙讯创刊Launch the dealers publication “munication”..6工作小结Work Summarization?爱丽舍16V推出,强化了爱丽舍系列产品,竞争优势得到增强Launch of Elysee 16V has strengthened the Elysee line up and petitiveness..7工作小结Work Summarization?赛纳XSARA的推出,使东风雪铁龙在16万元以上的中高档轿车市场竞争能力得以加强;Launch of XSARA has strengthened petitiveness in the mid-tier sedan segment at the price of RMB160,000;?对外公关宣传网络初步建立,并具备进一步扩充的基础;Established the foundation of work, and prepared for future expansion..8工作小结Work Summarization?上半年侧重产品投放,以至整体品牌建立的比重较少。?Major focus on product launches leading to less emphasis on brand munication2003年下半年工作方向What We Will Do From Jul To Dec In 2003..10我们面临的市场环境Mkt Condition?下半年市场竞争环境更加激烈,消费者面对越来越多的选择,单一的产品利益点已不足以促使购买行为;petition will get more fierce, thus need more distintive benefits for consumers to rationalize their purchase ?竞争对手在背景上的全面提升。目前丰田、福特、大宇等世界汽车巨头已经介入中档轿车市场,今后的竞争层面将由产品提升至品牌With the worldwide motor giants like Toyota, Ford, Hyundai, etc. ing more aggressive, a stronger BRAND will e more important to petitiveness