奥迪A6L PA南部区上市传播方案

奥迪A6LPA南部区上市推广方案AudiA6LPASouthAreaLaunchingandPromotionPlan广州国云风广告有限公司GAAC.GZ1GAAC.GZ目录Contents区域市场分析RegionalMarketAnalysisA6LPA上市整合传播策略A6LPAlaunchingintegratedpropagandastrategyA6LPA投放活动A6LPAlaunchingactivityA6LPA上市媒体传播A6LPAlaunchingactivity整体报价及费用分配generalquotationandfeeslist2GAAC.GZ区域市场分析RegionalMarketAnalysis3GAAC.GZ区域特征分析Areacharacteristicsanalysis南区地域辽阔，区域特征复杂，经济发展水平不一；华南小区、中南小区、东南小区三地的消费观念、生活习惯以及品牌认知度等存在较大差异；SouthAreahaswideareawithcomplicatedcharacteristicsandunbalancedeconomicdevelopment,SouthChinaarea,centralChinaareaandSoutheastChinaareahavedifferentconsumptionconcept,lifehabitandbrandcognizance;南区尤其华南毗邻港、澳、台，率先开放，受整体经济环境影响，创新和进取是生存发展的基本条件，更容易接受新观念、新事务；华南本地客户受日系车的影响很大，消费观念务实，追求性价比；SouthArea,particularlyforSouthChina,neighborsHongKong,MacauandTaiwanwithearlieropening,andcaneasilyacceptnewconceptandnewaffairswithinnovationandstrivingasthebasicconditionsofsurvivalanddevelopmentduetothegeneraleconomicenvironment;SouthChinaclientsarepowerfullyinfluencedbyJapanesecarswithpracticalconsumptionthoughtandpursuecostperformance;随着粤港澳经济圈的建成和东盟合作的深入，南区沿海省份特别是广东省仍具有巨大增长空间，是南区的推广重点；AstheconstructionofCanton,HongKongandMacaueconomicringandthedeepeningofASEAN,thecoastalprovincesinSouthArea,particularlyforGuangdongProvince,hastheenormousincreasingspaceasthekeyforpromotioninSouthArea;4GAAC.GZ销售分析Salesanalysis08年至今奥迪A6L在南部区C级车中仍占据领先位置，这与长期积累的豪华车品牌、严谨的德系工艺、卓越的性能等因素相关；Since2008,AudiA6LhaskeptleadinginCLASSCinSouthArea,whichisrelatedwiththedeluxecarbrand,preciseGermanytechniqueandoutstandingperformance;A6L同时也面临着严峻的市场挑战，08年总体市场份额下滑，除了宝马、奔驰等传统竞争对手外，雷克萨斯对A6L的威胁也越来越大；A6Lisalsofacingsharpchallenge,in2008,thegeneralmarketshareisdropping,besidessuchtraditionalcompetitorsasBMWandBENZ,LexusalsoshowshigherandhigherthreatentoA6L;在南区重点销售区域广东，A6L已失去明显竞争优势，不但和宝马、奔驰的距离慢慢拉近，甚至被雷克萨斯赶超；InthekeysalesareainSouthChina---Guangdong,A6Lhaslostobviouscompetitiveadvantages,andtheadvantageswithBMWandBENZislightlyshortened,anditisevensurpassedbyLexus;5GAAC.GZ竞争分析今年以来BMW、MB、Lexus在南部区的市场活动非常活跃，保持着较高的品牌声量；BMW9月8日华晨宝马推出”零利率”购车方案7月6日宝马523Li标准型上市售价43.36万元7月4日未来的”N”种可能BMW”GINA”炫目发布7月3日创新BMWX6全轿跑车中国上市6月5日宝马携手中华慈善总会设立宝马爱心基金6月10日全新宝马1系登陆中国5月29日BMW320i进取型上售价人民币30.9万元4月23日BMW&MINIExperienceDay感受完美3月14日宝马3系新车路试－新车型今夏将现身展厅1月16日新BMW5系长轴距版试驾鉴赏日……….MB9月2日奔驰C200K标准型上市售价34.8万元8月6日网动佛山奔驰青少年网球总员7月14日新一代梅赛德斯-奔驰CLS轿跑车正式上市5月28日悠游生活海外深度试驾梅赛德斯奔驰SLK3505月3日及“奔驰E级轿车安心如E”深圳5月10日品鉴试驾会4月7日梅赛德斯-奔驰S600GuardPullman发布3月21日《图兰朵》首演助兴国产新奔驰C级轿车成功上市3月15日国产新奔驰C级上市……….8月23日2008奥运国际顶级马术体验日7月1日至LEXUSIS300「盛情免息优惠7月31日]活动6月10日“悠之畔,行之悦”──LEXUS雷克萨斯江南品鉴会正式启动4月25日2008LEXUS中国精英赛完美收杆3月15日大兴雷克萨斯315诚信宣言-买车送车活动1月10日雷克萨斯LX570全国正式上市售价129.8万元……….Lexus6GAAC.GZCompetitionAnalysis–BMW–8thSeptemberBrillianceBMWpromotes”ZeroInterest”CarPurchasingPlan–6thJulyBMW523ListandardtypelauncheswithsalespricereachingRMB433,600–4thJuly“N”kindsofpossibleinthefutureBMW“GINA”launching–3rdJulyInnovativeBMWX6coupelaunching–5thJuneBMWcooperatedwithChinaCharityFederationtosetupBMWBenevolentFund–10thJunebrandnewBMW1launchedChina–29thMayBMW320istrivingtypelaunchesandthesalespriceisRMB309,000–23rdAprilBMW&MINIExperienceDay–14thMarchBMW3newcartestdrive-newcarwilllaunchinexhibitionhallinthissummer–16thJanuaryNewBMW5longshaftwheelbasetestdriveappreciationdaySince2008,BMW,MBandLexushavepromotedvariousactivitiesinSouthAreaandkeptahighbrandawareness;–MB–2ndSeptemberBENZC200KstandardtypelauncheswithpricereachingRMB348,000–6thAugustFoshanBENZYouthTennisstarts–14thJulynewgenerationMercedes-BENZCLScoupelaunches–28thMayLeisurelifeforeigntestdriveMercedesBENZSLK350–3rdand10thMay“BENZE“ShenzhenAppreciationTestDrive”–7thAprilMercedes-BENZS600GuardPullmanissuance–21stMarch“Turandot”performanceforhomemadenewBENZCLASSClaunchessuccessfully–15thMarchhomemadenewBENZCLASSClaunching–……….–Lexus–23rdAugust2008OlympicWorldTopEquestrianismExperienceDay–1st-31stJulyLEXUSIS300[InterestFreePreferential]activity–10thJune“EnjoyLeisure,EnjoyTravel”-LexusJiangnanAppreciationstarts–25thApril2008LEXUSChinaEliteGolfFinished–15thMarchDaxingLexus315CreditProclamation–ActivityofBuyingCarandSendingCar–10thJanuaryLexusLX570launcheswithsalespricereachingRMB1.298million–……….7GAAC.GZ目标客户分析Targetclientanalysis奥迪A6L车主人生观、生活观、工作观汇总SummaryofviewpointonlifeandworkforAudiA6Lcarowners南区A6L目标客户多为企业主、政府和外资企业中高阶主管；SouthAreaA6Ltargetclientsaremostlyenterprisesowners,administration,middleandseniorchargersofforeignenterprises;根据南区经济和地域环境的不同客户的文化水平、生活习惯等方面也存在较大差异；There’sdifferencesfortheeconomicandgeographicenvironmentaswellasthecultureandlifehabitofclientsintheSouthArea;8GAAC.GZ区域市场分析RegionalMarketAnalysis消费者：◇区域环境复杂，客户认知度存在差异；Consumers:Complicatedareaenvironment,differentclient’scognizance;◇受经济改革开放影响较大，具备创新、进取精神，容易接受新事物；Withhighinfluencefromeconomicopeningwithinnovativeandstrivingspirit,easyforacceptingnewthings;奥迪A6L区域市场分析AudiA6LRegionalMarketAnalysis品牌：Brand:◇仍处于豪华车领先地位Keepleadingstatusasdeluxecar◇受传统日系车观念干扰InterferebythetraditionalJapanesecarconcept◇市场竞争激烈，受竞品影响较大，品牌关注度减弱Sharpcompetitivemarket,highInfluencefromcompetitiveproducts,weakbrandattention产品：Product:◇缺乏新的产品