一汽大众SUV家族传播策略建议

FAW-VW SUV FamilyCommunication Strategy nSUV家族面临的课题Current Task Faced by SUV Family pSUV市场传播现状Present Situation of SUV Market pSUV目标人群触媒分析Analysis of SUV Target Audience p2019年SUV家族传播建议Suggestion of 2019 SUV Family Campaign SUV家族传播的课题：ASUV总体市场份额出现下滑，车型面临着较大的竞品销售压力SUV family media mission: ASUV whole market share declined with competitive sales pressure Brand SUV family faces greater sales pressure in the market segment SUV家族传播的课题：主流厂商ASUV投放将持续上涨，未来ASUV将面临更加激烈的竞争SUV family communication main missions：more competitors and more pressures ASUV总体花费呈上涨趋势，且增速显著，2019年将面临更加激励的竞争；The overallcost of ASUV segment is on the rise, andthe growth rate is remarkable. The year of2019 will see more fierce competition. pSUV家族面临的课题Current Task Faced by SUV Family nSUV市场传播现状Present Situation of SUV Market pSUV目标人群触媒分析Analysis of SUV Target Audience p2019年SUV家族传播建议Suggestion of 2019 SUV Family Campaign 2018年主要竞品SUV家族传播分析Analysis of SUV Family Communication of Core Competitors in 2018 东风日产SUV家族媒介投放亮点Highlights of DF-Nissan SUV family media campaign 斯柯达SUV家族媒介投放亮点Highlights of Skoda SUV family media campaign 斯柯达名人+IP营销 东风标致SUV家族媒介投放亮点Highlights of DF-Peugeot SUV family media campaign 央卫视依然是品牌音量及曝光的首选平台； CCTV and PSTV are still the preferred platform for brand volume and exposure. 结合差异化和符号化的内容体验能强化品牌认知； Combining differentiated and symbolic content experience can improve brandrecognition. pSUV家族面临的课题Current Task Faced by SUV Family pSUV市场传播现状Present Situation of SUV Market nSUV目标人群触媒分析Analysis of SUV Target Audience p2019年SUV家族传播建议Suggestion of 2019 SUV Family Campaign 目标人群以年轻有孩家庭为主，学历收入双高，集中在都市生活Target to young family living in urban cities with kids, have high educational level & income 家庭和事业稳定的同时，注重体验，追求潮流，富于个性At the same time of family and career stability, focus on experience, pursue trends, and be full of personality 富于个性潮流先锋 乐于探索注重体验 享受生活积极乐观 Happy to explore andexperience Enjoy life and be optimistic Rich in personality trends 自驾旅行作为和家里人一起外出游玩的旅行方式Choose self-driving for family travel 电竞游戏是休闲时间消遣娱乐一部分E-sports games are part of leisure time 具有冒险精神Adventurous 花很多时间用于娱乐休闲活动Spend a lot of time on leisure activities 逛街搜集最新的市场潮流和时尚资讯Prefer challenging and changeable life 汽车可以提供一个与朋友、家人交流的空间Aspacefor friend and family chatting in car 目标消费人群触媒习惯分析T.A. Media touch analysis •从接触度来看，互联网、户外和电视有着较高的媒体接触度，有利于向广泛的目标人群传递品牌信息•According to the reach, Internet, OOH and TV obtain the high percentage, which is conducive to spreadbrand information.•从偏好度来看，广播与杂志偏好度最高，有利于品牌与目标人群进行点对点精准沟通•According to the affinity, RD and MG obtain the highest percentage which is conducive to point-to-pointaccurate communication between brands and T.A.. 消费人群触媒习惯分析-电视T.A. Media Touch Analysis- TV 目标人群触媒习惯分析-杂志T.A. Media Touch Analysis- MG 目标人群触媒习惯分析-广播T.A. Media Touch Analysis- RD 广播RD 目标人群触媒习惯分析-户外及新媒体T.A. Media Touch Analysis- OOH & New Media 户外及新媒体OOH & New media 周末通常会去的商业场所是商场Often go to shoppingmall on weekends125 节假日通常会去的商业场所是商场Often go to shoppingmall during holidays106 每周去健身房频次：1-2次Go to the gym once ortwice a week197 每4周就要搭乘一次飞机出行Flying every four weeks216 消费者分析小结Summary of target audience 兼顾家人喜好与个人偏好Consideration of family preferencesand personal preferences 内容倾向 Content preference 工作、家庭、休闲，三点成面Work, family, leisure, three-point formto face Life trail生活轨迹 对兴趣圈层的触发能引发共鸣The trigger to the interest level makesympathetic. communicationmethods沟通方式 pSUV家族面临的课题Current Task Faced by SUV Family pSUV市场传播现状Present Situation of SUV Market pSUV目标人群触媒分析Analysis of SUV Target Audience n2019年SUV家族传播建议Suggestion of 2019 SUV Family Campaign 2019年SUV家族传播策略建议Suggestions of 2019 SUV family communication strategy 分媒体预算建议Media Budget Suggestion 媒介目标Media Objective MeetCelebrity endorsement, Sport, Fashion and Electronical sport circles, to improve the quality and innovation of communication, and achieves in-depthcommunication and accurate touch with target population.•围绕明星代言、体育、潮流、电竞兴趣圈层，配合其他媒体进行精准触达，提升传播的品质感、创新性、精准性，实现与目标人群的深度沟通。 预算Budget (RMB): 99.63Mio.（总预算Total Budget 99.63 Mio.：立项Apply 89.50 Mio. +年单Annual buy10.13 Mio.） 活动Activity ( 38.50 Mio. , 38.6% )1 电视TV ( 27.00 Mio. , 27.1% ) 户外OOH ( 13.72 Mio. , 13.8% ) •利用央视体育硬广、四大卫视实现SUV家族全国范围内最大化传播。•Select premium CCTV-5 / PSTV hot resources to maximize SUVfamily volume.•投放形式/ Format：常规硬广Regular ads•投放媒体/Media：CCTV5+HNTV+ZJTV+Dragon TV+ JSTV•投放市场/Market：全国市场National Mkts•投放周期/Period：2019.4.22-2019.6.30 •年单覆盖+核心商圈LED户外媒体进行创新展示，增强SUV家族传播气势。Cover T.A. by annual buy resources and utilizebusiness circles LED in the core regions or cities to reinforcethe key markets volume of SUV family.•投放形式：年单资源/重点市场核心商圈•Formats:Annualbuy and core markets business circles LED•投放周期/Period：2019.4.26-2019.6.30 •利用明星代言、潮流、电竞圈层合作，达到SUV家族圈层全面覆盖•Use Celebrity endorsement, Sport, Trend and Electronical sportcircles maximizing SUV family volume.•投放形式/ Format：明星代言+跨界合作+赛事赞助Celebrityendorsement+ Cross-over coop+ Match sponsorship•投放周期/Period：2019.05-2019.10 媒体组合Media Mix 6广播RD ( 5.00 Mio