印尼场营销策略

1、印尼市场营销策略一.国际广告营销策略要点：1.奇瑞汽车的价格优势2 .奇瑞汽车丰富的配置以及极佳的性价比3 .要尽量避免品牌溢价问题4 .可以与奇瑞的高端品牌，例如，瑞麒的树立高端品牌一带动奇瑞的品牌溢价(1) .电视广告以奇瑞的主打车型A3为例，这款奇瑞耗巨资在欧洲打造的重点战略车型。其外观有欧洲设计室设计，流畅，时尚，动感，造型新颖前卫。那么投放广告的重点是1.整车以“BOO”级开创紧凑车型新领域。2.其车以安全性为亮点，整车标配ESP,四安全气囊，ABS+EBD,为同级车安全配备之最。在黄金时段播出，以突出以上两个卖点为重点，吸引消费者的眼球。其主体就是让消费者看后对奇瑞A3的印象就是与

2、日本车同样的价格，买到的是更大的空间，更丰富的配置，同级车最优秀的安全表现。(2) .平面广告由于印尼平面广告仍以报纸和杂志为主，所以，平面广告的重点应放在这两项上。第一，报纸。报纸的发行量大，受众范围广，但这些受众群中有能力买车的受众群相对与巨大的阅读>>“|>.n.c.tolawis.pH."o.n.llonfor|ImlIngtheIl.C.nofr-of.、butaSothe.0.ba.cve”.nt.Iini.Ies".，good.CHIod.inn.Illil.arelawHi".*.duorrisill.nr_.ssofmH,”.V

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37、a-eutve.g.tigaing-I.I.ialig-Icmpi(ss,i-n*ekil"ettig"ad"dine"|intheislueilhadlngete*adil*lieti.endmine，adbu，stpands*b.,bUdi*dtela-a-iain,iIaliidace-Ithea-terU量来说比例较低，但影响了仍不容小嘘。报纸广告的重点要求内容简洁明了，由于报纸的阅读者一般注重于报纸的主要内容，而对广告来说，大部分人是一扫而过。所以，我们的广告就是要让消费者看一眼就记住，而且印象深刻。这样，对广告的设计就要求很高，简洁明了可以使

38、消费者有兴趣看下去。如果是复杂冗乱的话，读者会失去耐心继续了解下去。那么设计达到的效果就是1、首先记住奇瑞的这个品牌。2、对奇瑞A3这个车型有一个大概的了解，我们要做到的就是让消费者一看就知道奇瑞A3,花同样的钱可以买到外观时尚，空间更大，安全性优异的汽车。第二，杂志。杂志的受众群相对于报纸来说，受众群较少，但较有经济实力，有不少是有能力购买像A3这个级别的汽车。对于杂志的广告投放，各个类型的均可，但在汽车杂志上要下更多的功夫。阅读汽车杂志的大致可以分两类，一类是是喜爱汽车的；一类是是准备购买汽车的。而且他们经济实力一般较强，所以在他们中间有很大的潜在客户。对于汽车杂志不仅是广告，还可以请汽车

39、杂志的编辑对奇瑞汽车进行试驾并相应的正面点评。ra*rii*genaiealirdIgII-*animpir*ntlunainlirprmitingtheinSulinilrUeilla-butaSithemi*ba*IieIipmente-Inment.spiem，giidSilideinXnealbUteeaeI-lidigcnsi.uses*Silairde*nitSad*.e|*dl*silIll,I-iingSiSia.Litei.S*ndingpriblB*WentIaitve，primileteli.dilmullev.givenaceairdigti*-prmi.theinti

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42、n-theawleru(3)网络广告印尼虽然是个发展中国家，但人口过亿。在网络普及程度不是很大的情况下，网络对年轻人的受众量人不容小嘘。所以网络广告的投放应针对年轻消费群，所以投放广告的领域主要放在年轻人的论坛，网络社区，以及聊天工具上。主推的车型应价格较低，普通年轻人可支付的起的，而且外形靓丽的，符合年轻人张扬个性的车型。二.国际营业推广策略(1)终端促销策略奇瑞品牌在印尼相对于日本和韩国的品牌溢价较低，所以销售的路线是物美价廉，产品的终端的定价自然要比同级车型降低。同时,终端销售商业要采取多种销售手段来吸引更多的消费者。例如，买奇瑞的任意一台轿车可获赠第一年汽车的基本险。或是在当地的传统节

43、日限量促销。也可以采取赠送车内装饰或是赠送定量汽油油票来吸引消费者眼球，提高销售量。(2)宣传活动展示通过赞助大型演艺活动，展示主打车型。方法有多种，例如以晚会以奇瑞冠名，同时在场地两边摆放奇瑞的主打车型，也可以在门票上印上奇瑞汽车的照片。在场地座位上贴上奇瑞的宣传画等等。通过车展的方式宣传奇瑞也是一个很好的契机，在车展期间以购车优惠的方式吸引消费者眼球。(3)建立完善的销售与售后的网点prol-sol.ngm-londof-angigthewrndhe-nu-,form-all-,aIL-mo-le-To-mp-len-I-n-n-rrroo-n.Lea-dbgto-wisof、buta-l

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