1、1東風(fēng)雪鐵龍2003年712月公關(guān)宣傳計(jì)劃提綱Dongfeng Citroen PR PlanFrom Jul to Dec in 2003北京星原文化藝術(shù)廣告有限公司北京星原文化藝術(shù)廣告有限公司By xingyuan Advertising Company22003年上半年工作回顧Review From Jan to Jun in 2003 32003年上半年 Jan to Jun 2003 產(chǎn)品投放 Product Launch: 富康新浪潮舒適版上市Launch FK 愛麗舍VTS上市Launch ELYSEE VTS 愛麗舍SX16V上市Launch ELYSEE SX16V 賽納XS

2、ARA上市Launch XSARA 產(chǎn)品后續(xù)宣傳 Post Launch Communication 各新上市車型的后期推廣Maintain media exposure of new models after launch42003年上半年 Jan to Jun 2003 事件公關(guān) PR Events 富康奪取全國汽車錦標(biāo)賽上海站冠軍FK as a champion in Shanghai Motor Race 愛麗舍在亞運(yùn)村市場銷量奪冠ELYSEE has a good sales volume in Yayuncun market52003年上半年 Jan to Jun 2003 其他

3、Others: 東風(fēng)雪鐵龍武漢商務(wù)大會召開 business convention was held in Wuhan 龍訊創(chuàng)刊 Launch the dealers publication “Dragon Communication” 6工作小結(jié) Work Summarization 愛麗舍16V推出，強(qiáng)化了愛麗舍系列產(chǎn)品，競爭優(yōu)勢得到增強(qiáng)Launch of Elysee 16V has strengthened the Elysee line up and increased competitiveness7工作小結(jié) Work Summarization 賽納XSARA的推出，使東風(fēng)雪鐵龍

4、在16萬元以上的中高檔轎車市場競爭能力得以加強(qiáng)；Launch of XSARA has strengthened the competitiveness in the mid-tier sedan segment at the price of RMB160,000; 對外公關(guān)宣傳網(wǎng)絡(luò)初步建立，并具備進(jìn)一步擴(kuò)充的基礎(chǔ)；Established the foundation of PR network, and prepared for future expansion8工作小結(jié) Work Summarization 上半年側(cè)重產(chǎn)品投放，以至整體品牌建立的比重較少。 Major focus on

5、product launches leading to less emphasis on brand level communication92003年下半年工作方向What We Will Do From Jul To Dec In 200310我們面臨的市場環(huán)境 Mkt Condition 下半年市場競爭環(huán)境更加激烈，消費(fèi)者面對越來越多的選擇，單一的產(chǎn)品利益點(diǎn)已不足以促使購買行為；The competition will get more fierce, thus need more distintive benefits for consumers to rationalize thei

6、r purchase 競爭對手在背景上的全面提升。目前豐田、福特、大宇等世界汽車巨頭已經(jīng)介入中檔轎車市場，今后的競爭層面將由產(chǎn)品提升至品牌With the worldwide motor giants like Toyota, Ford, Hyundai, etc. becoming more aggressive, a stronger BRAND will become more important to maintain competitiveness11我們面臨的市場環(huán)境 Mkt Condition在2003年下半年將正式上市的新車型：New vehicle models to be

7、launched in 2nd half of 2003: 賽納XSARA競爭對手 XSARAs Competitor: LLVW-GOLF: To be launched in July, Price range RMB 149,800 - RMB 185,000; 帕薩特2.0:預(yù)計(jì)售價(jià)20萬元左右PASSAT2.0 RMB 200,000; 別克凱越預(yù)計(jì)售價(jià)16 - 19萬元BUICK Excel Price range RMB160,000 - RMB190,00012我們面臨的市場環(huán)境 Mkt Condition 愛麗舍競爭對手 ELYSEEs Competitor: L售價(jià)14.9

8、8萬元;VW-GLOF 1.6L will launch in July, price RMB149,800; 本田FitL售價(jià)應(yīng)在13 - 15萬元；HONDA FIT1.5L price range RMB130K 150K 富康競爭對手 FKs Competitor: 據(jù)悉鈴木一款小型車即將推出，售價(jià)8萬元左右.It is reported a mini car will launched , the price is about RMB 80,000.13我們面臨的市場環(huán)境 Mkt Condition 現(xiàn)有競爭車型動(dòng)態(tài) The Competitors Condition: 捷達(dá)改型車將

9、在2003年底或2004年初推出；JD remodeled car will launched; 桑塔納改型車將在下半年推出;SANTANA remodeled car will launched; 福美來1.6，預(yù)計(jì)售價(jià)1214萬元；FML 1.6 price range :RMB 120,000-RMB 140,000; 中華2.0自動(dòng)檔，預(yù)計(jì)售價(jià)1416萬元；ZH2.0 price range : RMB 140,000- RMB 160,000; 三廂POLO，預(yù)計(jì)售價(jià)1720萬元；POLO price range : RMB170,000- RMB 200,000;14我們可利用的資

10、源 Our Resources 東風(fēng)雪鐵龍依托法國雪鐵龍和東風(fēng)汽車集團(tuán)的強(qiáng)大背景號召；The strong background of ; 東風(fēng)雪鐵龍?jiān)谥袊I車市場10年發(fā)展所建立的營銷網(wǎng)絡(luò)和成熟的營銷隊(duì)伍；The strong sales network of ; 東風(fēng)雪鐵龍產(chǎn)品在中國市場積累的良好口碑；Positive word-of-mouth of products 以往公關(guān)工作所建立的對外宣傳網(wǎng)絡(luò)和立體化的宣傳體系。Strong PR network and good media relationship15我們需要加強(qiáng)的資源 To Strengthen 擴(kuò)充目前的對外宣傳網(wǎng)絡(luò)、媒體

11、資源，豐富對外宣傳手段；Expand PR network and media resources; 提升遍布全國的營銷網(wǎng)絡(luò)在一線宣傳中的作用；Exploit the sales network in PR communication; 加強(qiáng)與消費(fèi)者的直接溝通，注重提升消費(fèi)者對東風(fēng)雪鐵龍品牌及其產(chǎn)品序列的深入了解。Strengthen direct communication with consumers on brand and product line up162003年下半年工作計(jì)劃2003 2nd Half Plan17公關(guān)策略 PR Strategy 品牌公關(guān) Brand PR 加強(qiáng)

12、消費(fèi)者對東風(fēng)雪鐵龍品牌的認(rèn)識和理解Establish a stronger awareness and understanding of Brand 改變市場對“神龍富康”為整體品牌的印象Rectify markets generalization as “Shenlong FK” 建立東風(fēng)雪鐵龍的品牌文化，并加深市場理解 Establish Dongfeng.Citroens BRAND VALUES and communicate to market18公關(guān)策略 PR Strategy 企業(yè)公關(guān) Corporate PR 強(qiáng)化東風(fēng)雪鐵龍的企業(yè)形象及正面觀感 Strengthen the c

13、orporate image and positive attitude to 19公關(guān)策略 PR Strategy 產(chǎn)品公關(guān) Product PR 強(qiáng)化各產(chǎn)品線的獨(dú)特定位Strengthen values for product line: 愛麗舍：精致生活，精彩演繹Elysee: Elegance and Refinement 賽納：不妥協(xié)Xsara: Uncompromising 畢加索：獨(dú)特風(fēng)格Picasso: Individuality 20品牌公關(guān)Brand PR21法國尋根活動(dòng) France Media Tour 目的 Objective: 讓媒體對法國雪鐵龍的品牌理念加深理解L

14、et media to have a stronger understanding of Brand Philosophy of Citroen 透過媒體報(bào)道把品牌理念信息傳遞給消費(fèi)者Generate media coverage to channel brand values to consumers 強(qiáng)化媒體關(guān)系Strengthen media relationship22活動(dòng)目標(biāo) Target Achievements 讓媒體感受法國雪鐵龍的企業(yè)品牌內(nèi)涵：無可比擬的推動(dòng)Let Media feel Citroens brand essence : Nothing moves you li

15、ke CITROEN 參觀法國雪鐵龍公司、雪鐵龍賽車基地；Visiting Citroen company and Citroen racing base; 了解雪鐵龍產(chǎn)品在法國及歐洲的重要作用；Understanding the significance of Citroen brand and products in France and Europe;23活動(dòng)目標(biāo) Target Achievements 感受法國雪鐵龍公司產(chǎn)品的競爭優(yōu)勢：Experience Citroen products competitive advantage; 試駕法國雪鐵龍產(chǎn)品；Test drive; 訪問雪

16、鐵龍公司總設(shè)計(jì)師及工程師；Interview with designer and engineer of Citroen; 對法國的雪鐵龍用戶進(jìn)行訪問。Interview with Citroen owners in France.24活動(dòng)目標(biāo) Target Achievements 感受法國悠久文化和獨(dú)特魅力；To experience French culture; 參觀法國標(biāo)志性文化載體，如盧浮宮、埃菲爾鐵塔等；Visit major cultural monuments in France; 參觀與東風(fēng)雪鐵龍中國產(chǎn)品有關(guān)的景點(diǎn)：香榭麗舍大街、賽納河以及畢加索作品展，對東風(fēng)雪鐵龍中國產(chǎn)品

17、序列的法國文化傳統(tǒng)予以暗示；Through visit to Picasso museum etc., strengthen the product concept25宣傳計(jì)劃 PR Coverage 即時(shí)報(bào)道 Instant Report 選擇媒體：網(wǎng)絡(luò)及日報(bào)類Media : Network and Daily 以行程日記的方式記錄當(dāng)天活動(dòng)情況Diary reporting style 專題評論 Special Features 選擇媒體：中央級媒體及地區(qū)強(qiáng)勢媒體，網(wǎng)絡(luò)予以轉(zhuǎn)載Media: Central and major regional media and network 對此次活動(dòng)收

18、集信息進(jìn)行深度報(bào)道In-Depth report26宣傳計(jì)劃 PR Coverage 總結(jié)性宣傳 Follow-up Reporting 選擇媒體：所有參與活動(dòng)的媒體Media: all media 宣傳內(nèi)容：從各自媒體的立場對本次活動(dòng)進(jìn)行總結(jié)性陳述，據(jù)此對東風(fēng)雪鐵龍的品牌形象進(jìn)行宣傳；Reporting from media angle to further strengthen Dongfeng.Citroens brand culture and philosophy27企業(yè)公關(guān)Corporate PR28售后服務(wù) After-Sale Service 目的 Objective: 通過售

19、后服務(wù)的加強(qiáng)，進(jìn)一步確立東風(fēng)雪鐵龍的企業(yè)形象To build corporate image via extension of after-sale service 建立口碑Create positive word-of-mouth29“家庭轎車保姆”式服務(wù) After-Sale Service 結(jié)合“龍騰計(jì)劃”的實(shí)施，推廣“家庭轎車保姆”式服務(wù)主張，配合并指導(dǎo)各區(qū)域及經(jīng)銷商將售后服務(wù)戰(zhàn)場延伸到用戶家門前，使用戶及其周邊人群對東風(fēng)雪鐵龍獨(dú)具特色的服務(wù)模式產(chǎn)生深刻印象及良好評價(jià)。Extend after-sale service to reach the door of the owners,

20、creating positive attitude to brand and corporate30活動(dòng)方案 PR Approach 發(fā)動(dòng)所有龍騰網(wǎng)點(diǎn)經(jīng)銷商實(shí)施服務(wù)計(jì)劃：All dealers to practice the new after-sale service 在當(dāng)?shù)鼐幼∪丝谳^為密集的住宅小區(qū)進(jìn)行現(xiàn)場服務(wù)咨詢，對所有東風(fēng)雪鐵龍產(chǎn)品進(jìn)行檢修和保養(yǎng)；On-site maintenance service in residential areas. 對購買時(shí)間超過3個(gè)月的用戶進(jìn)行電話回訪，了解車輛磨合狀況，如有必要派專人上門進(jìn)行技術(shù)性指導(dǎo)。After-sale follow up wit

21、h new users at 3 months after purchase to sort feedback, and provide technical support if required.31宣傳計(jì)劃 PR Coverage 對此次服務(wù)模式及推廣狀況進(jìn)行宣傳；Announce the service breakthrough 征集用戶回饋，進(jìn)行后續(xù)宣傳；Build stories with user feedback;32產(chǎn)品公關(guān) Product PR33愛麗舍 ELYSEE 34愛麗舍X上市 Elysee X Launch使愛麗舍產(chǎn)品線更豐富Enrichment of Elysee

22、 line up愛麗舍“精致生活，精彩演繹”主張的延續(xù)Extension of Elysees “Elegance & Refinement”35愛麗舍X上市 Type-X Launch舉辦愛麗舍X上市新聞發(fā)布會Media Launch 地點(diǎn)Place：北京 Beijing新聞發(fā)布會及記者招待酒會 Press Conference愛麗舍X投放后續(xù)報(bào)道Post-Launch Media Coverage重要地區(qū)推廣Key Regional Promotion36愛麗舍系列 ELYSEE 宣傳目的 Objective 加強(qiáng)“精致生活，精彩演繹”的生活理念Strengthen the val

23、ues for “Elegance & Refinement” 鞏固并確定愛麗舍系列在中檔轎車市場“家庭轎車第一品牌”的號召力Strengthen ELYSEE position in mid-tier sedan segment37宣傳方式 PR Approach 配合媒體欄目，傳播愛麗舍精致優(yōu)雅生活主張：Further establish ELYSEEs lifestyle - Elegance and Refinement, via media sponsorship 贊助媒體“精致生活”，介紹時(shí)尚精致生活方式Sponsor media program like “Elegant

24、 Lifestyle”, introduce ways of enjoyment in life38富康 FK39富康改型車上市 FK Face-Lift 富康改型車推出令富康系列更現(xiàn)代化及年輕化FK face-lift modernizes the FK series and makes it more suitable for younger segment40活動(dòng)策略 PR Approach 宣傳重點(diǎn)：Emphasis: 富康改型車在保留了老富康產(chǎn)品成熟穩(wěn)定可靠實(shí)惠特點(diǎn)的基礎(chǔ)上更加現(xiàn)代和時(shí)尚，更符合年輕入門級消費(fèi)者的要求。New FK is more modern,and fit for

25、 youngman as theirs first car.41活動(dòng)策略 PR Approach 強(qiáng)調(diào)新款產(chǎn)品的現(xiàn)代感和新鮮感；New FK is stylish; 強(qiáng)調(diào)新款富康在產(chǎn)品理念上的全新闡述，以及其屬于東風(fēng)雪鐵龍品牌的產(chǎn)品系列。Emphasize the new FKs product concept and is a product series under brand42活動(dòng)策略 PR Approach 強(qiáng)調(diào)作為老三樣之一在中國市場的成熟品質(zhì)和雄厚的售后服務(wù)能力；Proven quality with established after sales service; 與東風(fēng)雪鐵龍

26、產(chǎn)品一脈相承的法國文化特點(diǎn)Have France culture characteristic; 無可替代的入門級家轎產(chǎn)品首選；The best entry level sedan;43富康系列 FK “尋找富康明星用戶”活動(dòng) FK Star 在8月份舉辦“尋找富康明星用戶”活動(dòng)，征集使用富康超過5年的用戶，請他們談駕駛富康的切身感受，并對這些用戶提供在售后服務(wù)方面的優(yōu)惠政策，同時(shí)圍繞這一主題進(jìn)行宣傳；Interview owners of FK for more than 5 years. Report their feedback on product, after-sale servic

27、e with special after sales offer or offers to upgrade their cars to higher end of DF Citroen product44賽納系列 XSARA45賽納系列 XSARA 宣傳目的：Objective 鞏固賽納XSARA的上市銷售效果；Strengthen the foothold after launch 確立賽納XSARA在中高檔家庭轎車的優(yōu)勢地位；Establish the unique character of Xsara; 與競爭對手進(jìn)行有效區(qū)分。Differentiate with competitor.

28、46賽納系列 XSARA 宣傳策略 Strategy 在重點(diǎn)區(qū)域加強(qiáng)用戶體驗(yàn)類活動(dòng)；Strengthen consumer experience in key region; 強(qiáng)調(diào)賽納XSARA的“不妥協(xié)”精神；Established Xsaras “Uncompromising” attitude; 在賽納排量配置與價(jià)位對比角度，提出家庭轎車性價(jià)比的對比數(shù)據(jù)，強(qiáng)調(diào)在同級別車型中賽納最適合中高檔家庭用車的優(yōu)勢。Build on Xsaras competitive advantage.47賽納系列 XSARA 舉辦賽納XSARA重點(diǎn)區(qū)域推廣Xsara event in key region 在

29、廣州、北京舉辦以推廣賽納XSARA產(chǎn)品定位為目的的區(qū)域推廣； Events in Guangzhou and Beijing strengthen Xsaras positioning of “Uncompromising Car”48賽納系列 XSARA 其他宣傳方案 Others Recommendations 發(fā)動(dòng)各重點(diǎn)城市區(qū)域和經(jīng)銷商舉辦賽納XSARA（包括畢加索）消費(fèi)者試乘試駕；Test drive hosted by dealers; 贊助賽納XSARA冠名 “中國原創(chuàng)音樂大賽”；Sponsor “Xsara China Original Music Competition”;49

30、展會配合宣傳Auto Show50展會項(xiàng)目 Auto Show 下半年將舉辦的展會項(xiàng)目包括：Auto show to be participated: 7月份長春車展 Changchun (Jul) 8月份武漢車展 Wuhan (Aug) 10月份杭州西博會Hangzhou (Oct) 11月成都車展 Chengdu (Nov) 11月廣州國際車展Guangzhou (Nov) 根據(jù)以上展會的參與內(nèi)容進(jìn)行策劃支持及組織媒體參與宣傳。Line up media coverage for Dongfeng.Citroens participation and activities in the a

31、bove shows.51區(qū)域大區(qū)宣傳機(jī)構(gòu) District Branch PR Network52區(qū)域大區(qū)宣傳機(jī)構(gòu)的確定 District Branch PR Training 為擴(kuò)大東風(fēng)雪鐵龍的對外宣傳網(wǎng)絡(luò)建設(shè)，直接處于市場前沿的區(qū)域和經(jīng)銷商是很重要的宣傳陣地，應(yīng)在下半年有意識地對區(qū)域大區(qū)和重要經(jīng)銷商的宣傳意識和宣傳機(jī)構(gòu)的形成予以支持；PR Training for dealers to extend the PR network to the strategic frontline. 總部應(yīng)指令各區(qū)域配備專門的人員負(fù)責(zé)對外宣傳和媒體聯(lián)絡(luò)事宜，并同時(shí)負(fù)責(zé)協(xié)調(diào)本區(qū)域經(jīng)銷商對外宣傳。Assig

32、ned PR reps. in each region53區(qū)域大區(qū)宣傳機(jī)構(gòu)的確定 District Branch PR Training由總部公關(guān)新聞部組織，星原廣告提供支持，通過集中培訓(xùn)、提供操作模版及相關(guān)圖片文字資料、提供媒體聯(lián)絡(luò)支持等方式對各區(qū)域有實(shí)力的經(jīng)銷商予以必要的培訓(xùn)支持；Organized by DCAC Corporate PR Dept. Xingyuan provides corresponding support such as training, training manuals, picture & collaterals and media contact

33、lists when necessary. 總部和星原廣告公司將逐步與各區(qū)域經(jīng)銷商溝通，探討能夠充分調(diào)動(dòng)經(jīng)銷商積極性的操作方式。Headquarters of Dongfeng and Xingyuan should communicate with District Branch at a regular base. Try to find out the best way to encourage the branchs activity.54常規(guī)服務(wù)項(xiàng)目Regular Services55常規(guī)服務(wù) Regular Services 危機(jī)公關(guān) Crisis Management 媒體監(jiān)控及

34、分析 Media Monitoring & Analysis 維護(hù)及開拓媒體關(guān)系 Media Relations 根據(jù)情況舉辦媒體的座談會Media Forum or Seminar 56常規(guī)服務(wù) Regular Services 與東風(fēng)雪鐵龍車迷組織保持聯(lián)系Contact With Fans Club 其他固定項(xiàng)目，如龍訊的設(shè)計(jì)印刷等Design and Print of Long Magazine 57下半年公關(guān)活動(dòng)一覽PR Activities (7-12 2003)項(xiàng)目Project7月July8月August9月September10月October11月November12月December產(chǎn)品宣傳Productcommunicationm愛麗舍系列Elysee富康系列Fukang賽納系列Xsara富康明星用戶活動(dòng)FK Star中國原創(chuàng)音樂大賽China Original Music Competition愛麗舍X上市Elysee X