1、05款爱丽舍公关传播方案Elysee 05 PR communication plan for Elysee 05时空视点传播机构北京 上海 广州 杭州Dec.13-0405新款爱丽舍传播目标objectiven 帮助 05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知n Help Elysee smoothly insert to markets, set up consumers cognitionn 推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入认知n Fund up the understand of Elysee and citron brand through
2、 to users experience of product作为改款车，爱丽舍 05款该如何传播？How to launch Elysee as a change fund car?在改款车上市案例研究中，时空视点选择 04年传播较为成功的桑塔纳 3000上市传播和新捷达两款车的传播策略In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽舍 05款上市的传播策略：
3、Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance 改款车上市传播研究research report桑塔纳 3000Santana 3000上市背景中级车市场自 2003年下半年以来，售价 12万 18万元、排量 1.8升的中级车已经开始日渐成为国内轿车市场的消费主流。3000型取代 2000型l 普桑问世近 20年、 2000型投产近
4、10年之后，作为国内单一品牌保有量最大的轿车 -桑塔纳正在面临产品的老化和市场的衰退l 上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯越、伊兰特等新锐产品竞争backgroundIntermediate marketSince the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consumption of the domestic car
5、 market 3000 replace to 2000 The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of the products and wearing out market Shanghai Volkswagen hoped to rebuild the Santana brand through reflash style of
6、 car,voice:(public image)n对新车猜测：桑塔纳 3000可能要上市 Vs桑塔纳 3000可能不会上市nThe image of the new product:Santana 3000 will come out of the market Vs Santana will not come out of the market公众 ：Public:n桑塔纳可能要出 3000型了nSantana 3000 going show out n桑塔纳 3000型是什么样的车？nWhat kind of the car is it?Step one传播内容 :(品牌故事 )Voic
7、e:brand storyn桑塔纳品牌的历史（历史回顾、产业贡献、市场反应等）nThe history of Santana (review,offers,market feedback,and so on)n桑塔纳品牌在中国的未来nThe future of the brand in china公众 ：Public:n桑塔纳品牌是一种属于中国市场的品牌nSantana is an part of Chinese market brand n应继续支持桑塔纳品牌nShould be continue to support 桑塔纳 3000第二轮传播step two传播内容： (媒体试车 )Voice:test drive of median上海大众的实力和决心nThe strength and purposen产品 first look（试车）nFirst look (test drive)公众 ：Public:n桑塔纳品牌是一种属于中国市场的品牌nSantana grow up with Chinese auto market, n应继续支持桑塔纳品牌nCarry on support Chinese brand桑塔纳 3000第三轮传播step three
