品牌汽车媒体宣传推广的方案.pdf

2010公关宣传计划提纲 2010年上半年工作回顾 Review From Jan to Jun in 2010 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 Launch Communication – 各新上市车型的后期推广 Maintain media exposure of new models after launch 3 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 4 2003年上半年 Jan to Jun 2003 • 其他 Others: – XXAA武汉商务大会召开 Dongfeng.Citroen business convention was held in Wuhan – 龙讯创刊 Launch the dealers publication “Dragon Communication” 5 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 increased competitiveness 6 工作小结 Work Summarization • 赛纳XSARA的推出，使XXAA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 the competitiveness 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 PR network, and prepared for future expansion 7 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 level communication