奥迪A6L_PA南部区上市传播方案.ppt

奥迪 A6L PA南部区上市推广方案Audi A6L PA South Area Launching and Promotion Plan
广州国云风广告有限公司

目录Contents
区域市场分析
Regional Market Analysis
A6L PA上市整合传播策略
A6L PA launching integrated propaganda strategy
A6L PA投放活动
A6L PA launching activity
A6L PA上市媒体传播
A6L PA launching activity
整体报价及费用分配
general quotation and fees list
区域市场分析
Regional Market Analysis
区域特征分析Area characteristics analysis
南区地域辽阔,区域特征复杂,经济发展水平不一;华南小区、中南小区、东南小区三地的消费观念、生活****惯以及品牌认知度等存在较大差异;
South Area has wide area plicated characteristics and unbalanced economic development, South China area, central China area and Southeast China area have different consumption concept, life habit and brand cognizance;
南区尤其华南毗邻港、澳、台,率先开放,受整体经济环境影响,创新和进取是生存发展的基本条件,更容易接受新观念、新事务;华南本地客户受日系车的影响很大,消费观念务实,追求性价比;
South Area, particularly for South China, neighbors Hong Kong, Macau and Taiwan with earlier opening, and can easily accept new concept and new affairs with innovation and striving as the basic conditions of survival and development due to the general economic environment; South China clients are powerfully influenced by Japanese cars with practical consumption thought and pursue cost performance;
随着粤港澳经济圈的建成和东盟合作的深入,南区沿海省份特别是广东省仍具有巨大增长空间,是南区的推广重点;
As the construction of Canton, Hong Kong and Macau economic ring and the deepening of ASEAN, the coastal provinces in South Area, particularly for Guangdong Province, has the enormous increasing space as the key for promotion in South Area;
销售分析Sales analysis
08年至今奥迪A6L在南部区C级车中仍占据领先位置,这与长期积累的豪华车品牌、严谨的德系工艺、卓越的性能等因素相关;
Since 2008, Audi A6L has kept leading in CLASS C in South Area, which is related with the deluxe car brand, precise Germany technique and outstanding performance;
A6L同时也面临着严峻的市场挑战,08年总体市场份额下滑,除了宝马、奔驰等传统竞争对手外,雷克萨斯对A6L的威胁也越来越大;
A6L is also facing sharp challenge, in 2008, the general market share is dropping, besides such petitors as BMW and BENZ, Lexus also shows higher and higher threaten to A6L;
在南区重点销售区域广东,A6L已失去明显竞争优势,不但和宝马、奔驰的距离慢慢拉近,甚