东风雪铁龙广宣提案.ppt

文档介绍：东风雪铁龙广宣提案
We have many PowerPoint templates that has been specifically designed to help anyone that is stepping intd and product line up
15
2019年下半年工作计划2019 2nd Half Plan
16
公关策略 PR Strategy
品牌公关 Brand PR
加强消费者对东风雪铁龙品牌的认识和理解
Establish a stronger awareness and understanding of Brand
改变市场对“神龙富康”为整体品牌的印象
Rectify market’s generalization as “Shenlong FK”
建立东风雪铁龙的品牌文化，并加深市场理解
Establish ’s BRAND VALUES and communicate to market
17
公关策略 PR Strategy
企业公关 Corporate PR
强化东风雪铁龙的企业形象及正面观感
Strengthen the corporate image and positive attitude to
18
公关策略 PR Strategy
产品公关 Product PR
强化各产品线的独特定位
Strengthen values for product line:
爱丽舍：精致生活，精彩演绎
Elysee: Elegance and Refinement
赛纳：不妥协
Xsara: Uncompromising
毕加索：独特风格
Picasso: Individuality
19
品牌公关Brand PR
20
法国寻根活动 France Media Tour
目的 Objective:
让媒体对法国雪铁龙的品牌理念加深理解
Let media to have a stronger understanding of Brand Philosophy of Citroen
透过媒体报道把品牌理念信息传递给消费者
Generate media coverage to channel brand values to consumers
强化媒体关系
Strengthen media relationship
21
活动目标 Target Achievements
让媒体感受法国雪铁龙的企业品牌内涵：无可比拟的推动
Let Media feel Citroen’s brand essence : Nothing moves you like CITROEN
参观法国雪铁龙公司、雪铁龙赛车基地；
Visiting Citroen company and Citroen racing base;
了解雪铁龙产品在法国及欧洲的重要作用；
Understanding the significance of Citroen brand and products in France and Europe;
22
活动目标 Target Achievements
感受法国雪铁龙公司产品的竞争优势：
Experience Citroen product’s competitive advantage;
试驾法国雪铁龙产品；
Test drive;
访问雪铁龙公司总设计师及工程师；
Interview with designer and engineer of Citroen;
对法国的雪铁龙用户进行访问。
Interview with Citroen owners in France.
23
活动目标 Target Achievements
感受法国悠久文化和独特魅力；
To experience French culture;
参观法国标志性文化载体，如卢浮宫、埃菲尔铁塔等；
Visit major cultural monuments in France;
参观与东风雪铁龙中国产品有关的景点：香榭丽舍大街、赛纳河以及毕加索作品展，对东风雪铁龙中国产品序列的法国文化传统予以暗示；
Through visit to Picasso museum etc., strengthen the product concept
24
宣传计划 PR Coverage
即时报道 Instant Report
选择媒体：网