东风雪铁龙广宣提案.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 pany
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2003年上半年工作回顾Review From Jan to Jun in 2003
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2003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
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2003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
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2003年上半年 Jan to Jun 2003
其他 Others:
东风雪铁龙武汉商务大会召开
business convention was held in Wuhan
龙讯创刊
Launch the dealers publication “munication”
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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
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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
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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 munication
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2003年下半年工作方向What We Will Do From Jul To Dec In 2003
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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
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