论文部分内容阅读
对于成立4年的长安马自达来说,Mazda3星骋无疑是2011年乃至未来几年最为重要的产品:它不仅肩负着长安马自达实现品牌、销量和市场份额突破的重任,还将见证长安马自达从网络广度、服务深度、营销力度全面升级的过程。在项目成立初期宣亚国际公关就确定了应该给客户提供一个“高性价比”的整合方案,一个体现“全传播”理念和效果的立体式传播方案,在方案确立和执行过程中以合理的传播渠道和节奏,鲜明的传播标签,精准的传播诉求并加以创新的传播手段,让媒体和消费者切实感受、理解产品最新设计和技术应用的价值。通过前期调研,洞察并确定了“向完美说不”这一广受共鸣的传播主题,并把它作为整个方案的核心诉求:所有的线上推广、媒体活动、TVC及终端广告、用户体验活动都以“向完美说不”为主题,并以此提炼产品卖点核心话术,达到感性诉求和理性诉求的契合传播。宣亚“全传播”理念的贯穿下Mazda3星骋的上市传播达到了良好的效果,星骋上市后销量业绩节节攀升,“向完美说不”这一极富话题和口碑效应的创新传播对产品价值的树立打下了坚实基础。
For the 4-year-old Changan Mazda, the Mazda3 is undoubtedly the most important product in 2011 and even years to come: it will not only bear the heavy responsibility of Changan Mazda’s breakthrough in brand, sales and market share, but will also witness Changan Mazda’s network Breadth, depth of service, marketing efforts to fully upgrade the process. In the early days of the project, Xuan Ya International PR decided to provide customers with a “cost-effective” integrated solution, a three-dimensional communication plan that reflects the concept and effect of “full dissemination.” During the establishment and implementation of the program With reasonable channels and rhythms of dissemination, the distinctive dissemination of labels, precise dissemination of appeals and innovative means of dissemination, so that the media and consumers can truly feel and understand the value of the latest product design and application of technology. Through previous research, we have insightfully identified and identified the highly resonant communication theme of “Say Perfectly as No” and regard it as the core of the solution: all online promotion, media activities, TVC and terminal advertising, and users Experiential activities are based on the theme of “not saying perfect” and refining the core selling words of products to meet the communication of sensual and rational demands. Xuan Ya “all communication ” concept runs through the market spread Mazda3 Cheng achieved good results, after the listing of sales Chengcheng climbing, “to say perfect” is not the topic and the word of mouth effect The innovative communication has laid a solid foundation for the establishment of product value.