翼虎Annual PR Communication Scheme 年度公关传播方案

翼虎2015KUGAAnnualPRCommunicationScheme年度公关传播方案1Trends趋势中国传播机构TableofContents目录BackgroundAnalysis工程背景分析PRCommunicationStrategy公关传播策略PRCommunicationExecution公关传播执行AboutTeamandCompany团队及公司简介2PART1Background

背景Analysis分析134January,2021,KUGAwaslaunched,anditsannualsalesvolumewas95,0002021年01月翼虎上市年销量9.5万辆December,2021,kUGAwasrecalled2021年12月翼虎召回August,2021,itssalesvolumereached100,0002021年08月翼虎销售破10万辆January,2021,updatedKUGAwillbelaunched2021年01月改款翼虎上市Withsecurity&intelligence,newKUGAwillbelaunched.WhatchallengesandopportunitiesKUGAwillfacein2021?平安智能，焕新上市2021面临哪些时机和挑战？57%KUGAshares7%inC-SUVmarket翼虎占整体C-SUV市场约7%的份额11.2%C-SUVmarketsegmentsharesC-SUV细分市场占有率5Ranking5thinC-SUVsalesC-SUV市场销量第五名1.1%KUGA’sgrowthrate:1.1%,whichislowerthanthatofitsmainrivals翼虎增长速度1.1%，低于平均增长率但高于主要竞品BackgroundAnalysis-Marketprofile背景分析——市场概况Sustaining,soundandrapid-growingC-SUVmarketbringspotentialspaceforKUGA’sdevelopment持续健康快速增长的C-SUV市场，给翼虎带来了广阔的开展空间6Tiguan途观188,540台CR-V121,454台Kuga翼虎100,361台X-Trail新奇骏75,174台12.8%-0.9%8.2%-3.5%6.8%1.1%5.1%4.3%Tijuana'sgrowthrateisdecliningthoughstillleadinginC-SUVmarket.CR-V’sgrowthrateisdecliningtoothoughsharing8.2%byitspreviousaccumulation.X-Trial’ssalevolumeaccountedfor5.1%inthismarket,anditisanewchallenger.途观仍然在该细分市场份额保持领军地位，但增速已经开始下滑。CR-V凭借多年的吃长积累仍然占据8.2%的份额，但是增速已经开始大幅度下滑新奇骏上市增长迅猛，获得5.1%的市场份额，是强劲的挑战者BackgroundAnalysis-CompetitiveContext背景分析—竞争环境Byitsorientationanditsbrandimpact,KUGAgainedsteadymarketperformanceagainstolddominatorsandnewstars.得益于产品定位及产品力的优势翼虎面临老牌统治者和新进入者的的双重压力下，获得了稳定的市场表现7-HeatedFrontWindow

前风挡加热AirBag-Knee(Driver)驾驶员膝部气囊LKA

车道保持辅助系统DriverImpairmentMonitor驾驶员疲劳提醒系统BLIS盲区监测系统HandFreePowerLiftgate感应式电动后备厢尾门Bestinclass同级领先RollStabilityControlRSC翻滚稳定系统CitySafety

低速行车安全系统AdaptiveCruisingControl自适应巡航系统SYNC车载多媒体语音通讯娱乐系统Uniqueinclass同级独有Enhancedconfiguration增强配置1.5TEcoBoostand6

–gearSelectshiftprovideunparalleledperformancewithsmallervolume1.5TEcoBoost+6速Selectshift以更小的体积提供无与伦比的性能Auto-Start-Stopgivesmorepowerandlessfuelconsumption,anditismoreenvironmental发动机自动启停功能,动力更强，更省油而且环保。BackgroundAnalysis-ProductsAnalysis背景分析—产品分析8Q3AllNewQ4ICAQ4AllnewTiguanRAV-4ix35Volkswagen’smasterpieceof30yearsAproductofmightybrandandcarowners’favorBrandnewappearancedesignMoretechnologies,likepaddleshift,automaticparking,intelligentfatiguedetectionandintelligenthigh-beamlights,etc.Years-accumulatedinfluenceAttractivepriceorientationFueleconomyItspringsupwhenJapanesecarsfadeinChinaAppearanceattractsyoungconsumergroupAttractivepriceorientationItiscompetitiveinpowerandtechnologyequipment,asitprovidesvariousoptionsfor1.5Tcarstoattractivedifferentpotentialcustomers.CarsofJapanesebransareattheirdecliningthesetwoyears.Thus,KUGAhaslargeadvantagesonquality,safetyandtechnologies,etc.CarsofJapanesebransareattheirdecliningthesetwoyears.Thus,KUGAhaslargeadvantagesonquality,safetyandtechnologies,etc.BackgroundAnalysis-CompetitionAnalysis9Q3AllNewQ4ICAQ4AllnewTiguanRAV-4ix35大众30年力作强大的品牌和用户口碑积淀全新外观设计添加更多科技配置，如拨片换挡、自动泊车辅助、智能疲劳检测、智能远光灯等多年市场积累的影响力有吸引力的价格定位燃油经济性在日系车下滑的机遇下，现代近两年发展迅猛外观设计吸引年轻消费群体定价具有吸引力在动力和科技配置上具有抗衡能力通过1.5T车型，在动力和定价上提供差异化选择，吸引交叉人群；日系品牌近两年市场份额下滑严重。在产品品质、平安、科技等方面翼虎具有较大优势日系品牌近两年市场份额下滑严重。在产品品质、平安、科技等方面翼虎具有较大优势背景分析—竞争分析102014Q2PurchaseFunnel2014年第二季度购买漏斗FordKuga福特翼虎VolkswagenTiguan大众途观HondaCR-V本田C-RVX-Trail新奇骏ToyotaRAV4丰田RAV4HyundaiIX-35Familiarity熟悉度899387638487FavorableOpinion

喜好度808168636468Consideration

购买考虑698162555865Shopped购买评估24362741420Intention

购买意愿151610129BackgroundAnalysis-BrandImage背景分析——品牌形象KUGA’s“familiarity〞followsafterTiguan’s,butitsfamiliarityislesspossibletoconvertintopurchase.“Safety〞and“reliability〞arethemainreasonsforcustomers’refusal.“熟悉度〞紧随群众途观，但购置转化低。“平安性〞和“可靠性〞成为用户拒绝选择翼虎的主要原因11

%ImageAssociationFordKugaVolkswagenTiguanHondaCR-VHyundaiix35HyundaiTucsonKiaSportageKiaSportageRNissanQashqaiNissanX-TrailToyotaRAV4成功Successful423119281617162330423022181921191626自信Confident373722312221191629362528242720192427像我一样APersonLikeMe

42

292023162224201935

1831

221926171818可信赖的Reliable432828241718262732493123292221282529乐观的Optimistic362931332326292227312729202726212625BackgroundAnalysis-BrandImageKUGA’s“highquality"and“reliability〞declinesfastercomparedwithitsrivals背景分析——品牌形象翼虎在“高品质〞和“可信赖〞上相较竞品下降很快WOManycompetitors’actionsin2021(ix35allnew,TiguanallnewandICAinotherbrands)2021年有大量竞品产品动作〔群众途观、ix35全新款，全新款及其他竞品的小改款车上市〕Negativeinfluenceonbrandstillexists负面口碑对品牌影响持续存在，第三季度喜好度大幅下降Significantdeclineoncustomers’recognitionof‘safety’and‘reliability’消费者对翼虎“平安性〞和“可靠性〞的感知有显著下降Customers’recognitionof‘fuelconsumption’and‘smallroom’.消费者对于翼虎有“高油耗〞和“空间小〞的认知Inventorypressurefrom2021model大量2021款车型库存压力BrandReputation品牌声誉Competition竞争MarketProduction市场产品IncreasingtrendinC-SUVsegmentmarketconsistently,plusmarketshareofmainJapaneseandKoreancompetitorsdecreasegraduallyC-SUV市场持续且稳定的增长，且日韩主要竞争对手市场份额逐渐递减KugaICAimprovesfuelconsumption,safetyandcomfortwhichkeepsitsleadingpositioninsame-levelproducts翼虎小改款的产品更新，在油耗、平安和舒适度方面都有所提高，保持产品同级领先的地位ICAUpdatedICA改款Excellentperformanceinfamiliarityandfavorableopinion,competitivetoTiguan.翼虎的品牌熟悉度表现出色，仅次于群众途观Kuga’smarketsharekeepasegmentleadingpositionafter2yearslaunch翼虎上市两年，市场份额保持在细分市场领先地位Accuratetargetingoncustomersandmarkets对于消费者、产品的市场定位准确Excellentpowertrainandintelligenttechnologyinthesegment.产品同级领先的卓越动力和智能科技1213Issues挑战HowtodrivepositiveWOMofcustomerstoenhancepurchasingconsideration如何提升消费者正面口碑，提升购置考虑Howtoachievesalesobjectiveunderthecompetitivemarketsituation如何在竞争剧烈的市场环境下，完成销售目标Opportunities机遇IncreasingofmarketshareofC-SUVsegment,plusmarketshareofmainJapaneseandKoreancompetitorsdecreasinggradually.C-SUV细分市场持续且稳定的增长，且日韩主要竞争对手市场份额逐渐递减KugaICAimprovesfuelconsumption,safetyandcomfortwhichkeepsitsleadingpositioninsame-levelproducts.借助C520ICA的产品更新，带给消费者焕然一新的产品及品牌形象14MarketGoalsandCommunicationGoalsTodrivemoreWOMforKUGAAndrebuilditstrustof“safety”and“reliability”ToexpandpowercommunicationsuperiorproductsConsolidateanddeepenitsleadingimageinintelligence.BuildatotallynewbrandAchievesalestargetCommunicationgoalsMarketgoals15市场目标与传播目标为翼虎创造更多“正向口碑”重塑翼虎“安全”“可靠”的信赖感扩大优势产品力传播巩固和加深在智能上的领先形象打造焕然一新的品牌形象完成销售指标传播目标市场目标WOMofTransmissionSituationamongKUGAOwners-TheOwnersAcceptKUGA’sAdvantages

162013年3月—2014年7月翼虎VS途观销量对比Mr.Wang(ownerofKUGA):KUGA’s2.0TpowerismuchlargerthatthepowerofTiguan,butitspriceislower;inaddition,itsappearanceismuchbetterandyoungerthanTiguan’s.Mr.Liu(ownerofKUGA):AmericancarsaremuchstrongerandheavierthanJapanesecars,andtheirtechnologiesarericher;inaddition,theirappearancesarebetterthanVolkswagencars.ThetrueKUGAownersaccepttheadvantagesofitsappearance,technologies,powerandFordbrand.Salesvolumeover10,000isalsoanapprovalofKUGA.翼虎车主人群口碑传播现状——现有车主认可产品优势172021年3月—2021年7月翼虎VS途观销量比照翼虎车主王先生：“翼虎的2.0T在动力上要比途观高出一大块，但是价格却比途观1.8T的还要低。另外，外观也很漂亮，很年轻”翼虎车主刘先生：美国车比日本车结实，另外科技的配置特别多，整体也比大众更加年轻漂亮。真正的翼虎车主，在外观、科技配置、动力及福特品牌上固有的优势。月销量过万也是对产品肯定的证明18WOMofTransmissionSituationamongKUGAOwners-VocefromTrueOwnersAreHidded翼虎车主人群口碑传播现状——真正车主声音被压抑“Capper”“车黑”“Shill”“车托”“Ostrich”“鸵鸟”Themainstreamplatformsarefullofcondemning,andtheyarequarrelplatformsnow.KUGAismoldedgoodfornothingbysuchquarrels.However,thetrueownersdarenotsayanythingin“publicvoices〞主流口碑平台骂声一片，论坛沦为吵架平台。翼虎在网络舆论中被塑造的一无是处，真正的翼虎车主在强大的舆论声浪下不敢发声Issues挑战20万Happy车主200,000HappyownersOpportunities机会DerogatoryWOM负面口碑ToreleaseWOMfromtrueowners

TorebuildKUGA’s〞highquality〞and“reliability〞

释放被压抑的车主口碑

重建翼虎品牌“高品质〞“可靠〞的品牌形象19CoreTasksforPRCommunication公关传播核心任务PART2PRCommunication公关传播Strategy策略22021HowtoRebuildKUGA’sBrandImageThroughCarOwners?如何利用车主重塑翼虎品牌？22“TecentCharityHiker”advocatesaconceptof“everyonecontributestocharity”.Asspokespersons,Tecentuserstelltheirowncharitystories.Therefore,Tecent’scharitypropositionwillbedelivered.ItmakesMIuserstotechnologyfanciers.Thus,MIfansbecomethebestspokespersons.MOMOisatypicalexampleoftransition.Itstartsfromuserstochangeitselfasaspecialistofinterests,transitingfromasex-seekingsoftwaretointerestscommunity.OutofBox—LetOwnersSay23腾讯“益行家”项目，倡导“”人人公益”理念。让用户代言，让用户讲述自己的故事。通过用户的主张，传达腾讯公益的主张将小米用户塑造成科技发烧友，从此发烧的米粉儿成为了小米最好的品牌代言利用用户转变品牌形象的最典型案例。陌陌洗白从用户开始塑造用户兴趣专家的形象，将品牌从约泡神器像兴趣社区转化他山之石—让用户讲故事24WhatStoriesWillKUGAOwnersTell?

翼虎车主会讲述怎样的故事？25C520userslongforresearchingnewexperiences,andtheyarealsofamily-orientedcitydwellers.ConsumersAttitudeLongingfornewexperiencesDon’twanttomisswondersinlifeLookingfornewexperienceInfavoroffreedomandfamily-orientedInformationfrom:C520orientationstudyC520Use-Driveincity-betweenhomeandcompany-Personnelorfamilyleisureandsocialactivities-Searchincityneighboringareaandshorttravelinweekendsorholiday-MorespaceneedforfamilyInformationfrom:C520orientationstudyPopulationstatisticsMale,35，married，withchildren•White-collarworker,administrator•Averagemonthwage15,000,oraboveInformationfrom:C520orientationstudyAttitudetocarsSportyanddifferentCaristheextendofpersonalcharacter-theyaremodern,fashionable,different,andoutdoor&funnythingsloversTheywantcarsthatcanmotivatethemselves;fashionandsportsthatcanmeettheirdemandsinlivesaswellasfortheirfamilies.Informationfrom:C520orientationstudyInsighttocoreconsumersFamily-orientedandlookingfornewexperiencesWorkProperpressureisbetter• Alwaysbalanceworkandfamily,andwillgiveupowntime;family-orientedandinvestforfuture• Successguiding,receivepressureandconvertittofactorforwards.• BalanceworkandfamilyInformationfrom:C520orientationstudyLifestyleNeveridleWidesocialcontacts–Positive/busy,sanguineinsocialactivitiesEnjoythetimewithfamily－OutdooractivitiesEasytogetalongwith,andhumorousInformationfrom:C520orientationstudyAnalysisofKUGATargetPopulation26C520的消费者是渴望探索新的体验，同时也照顾家庭的需求的城市人。态度

期待新的体验不想失去生活中的精彩找寻新的体验想要自由，但仍然顾及家庭信息来源:C520定位调研C520使用‐主要在市内开车–在住所和公司间行驶

‐个人及家庭休闲及社交-探索城市周边地区，周末及假日短途旅行更多的家庭空间需求信息来源:C520定位调研/2011NCBS人口统计学35岁男性，已婚，有孩子

白领雇员，管理层

平均月薪1万5或以上信息来源:2011NCBS对车的态度

动感&与众不同汽车是自己性格的延伸–他们是现代，潮流，与众不同，喜爱户外和有趣事物的城市人想要一辆能激发自己的车，一辆能灵活满足自己生活的时尚，运动型汽车，而同时又满足自己家庭的需求信息来源:C520定位调研/2011NCBS核心消费者洞察消费者既顾家又渴望新鲜体验的人工作

适时的压力是好的总是在平衡工作和家庭，愿意牺牲自己的时间，但不忘家庭，投资未来。成功导向，接收压力并且把其作为正面因素前进。平衡工作和家庭信息来源:C520定位调研/2011NCBS生活方式

永远不闲着广泛的社交网络–社交中积极/忙碌，开朗

享受与家人在一起的时光－户外活动易相处，有幽默感信息来源:C520定位调研翼虎目标人群分析AnalysisofKUGAOwners

翼虎车主人群分析27FudanUniversityAnalysisReportofChineseIntergenerationGroupFeatures复旦大学?中国代际群体特征分析报告?KUGAOwners翼虎车主hasbothcharacteristicsof70sand80s兼具70后和80后的双重特质KUGAOwners-NewHardCore,75-85Generation

翼虎车主——属于社会新中坚力量的75-85一代28Ownersatthirties…而立之年的他们……Mostofthemaremarriedandbecomeparents.Theyhavemadeslightlyachievements;Theyattachimportancetofamilyandlivingquality,andaregladtostaywithfamily.Theyhavewidesocialcontacts,varioushobbies,andlovesports;Theyarestillfullofjuicethoughtheirages.他们大都结婚并且当上了父母，他们在事业上已经小有成就他们重视家庭和生活品质，喜欢和家人在一起他们社交广泛、爱好丰富、喜欢运动他们虽然有些不那么年轻，但仍充满活力Theyareprogressiveandreliable…他们先进且靠谱儿……Theyareexperiencedandsophisticated,butstillhonest;theywellknowrules,andpreparedtomakerues;comparedwith65-75generation,theyaremoreprogressive;comparedwith85+95,theyaremorereliable.他们成熟圆滑，但仍然保有真诚；他们熟悉规则，也时刻准备着重新定义规则与65-75一代相比，他们思想先进；与85-95一代相比，他们更加靠谱KUGAOwners-NewHardCore,75-85Generation

翼虎车主——属于社会新中坚力量的75-85一代29TheycareaboutsocietyUnlikepreviousgeneration,theydidnotgettoomuchnegativeenergyinthespecialdecades.Thus,theyaremoresunny,butnotarrogantlike90s.Theydeeplyknowsocietyhasfundamentalinfluencetotheirlives,likehouseprice,quota,andlicense-platelottery,etc.Therefore,theyhavemorecivicawareness.Theyarechangingtheworldbythemselves.TheyoftensharecharitytopicsinMoments,astheybelieveshowingloveisapsychologicalneedforvaluedemonstration.However,theyhaveindividualjudgesforcharitysotheyoftenrefusebeggars.KUGAOwners-NewHardCore,75-85Generation

翼虎车主——属于社会新中坚力量的75-85一代30他们关心社会……他们不像再早一代的人，他们没有在特殊年代吸收过多负能量所以，他们更加阳光，且不像90后那么自我他们深知社会对自己的生活有着根本的影响，房价、限购、摇号都和生活息息相关所以，他们更具公民意识，他们正在身体力行的改变社会他们经常在朋友圈分享公益话题，表达爱心也是彰显价值观的一种心理需求但，他们对于公益有着独立的判断，他们往往拒绝行乞者翼虎车主——属于社会新中坚力量的75-85一代31Theybegintobereasonableandgladtoreadandshareknowledge.他们开始理性，喜欢阅读和分享知识Oncestimulated,theirsenseofcollectivehonorwillspark.Afterall,theyweremoreeducatedwithcollectivethoughtthan85s.但一旦被激发，他们内心久违的集体性荣誉感也会迸发毕竟，他们的少年时代被灌输了比85后更多的集体思想KUGAOwners-NewHardCore,75-85Generation翼虎车主——属于社会新中坚力量的75-85一代32TheyaretransitioningfromyouthtomidageTheywerebornin1975-1985Theyarethenewhardcoresinsociety,wishingtoexpresstheirproposals,andwithgiveouttheirtemperature.他们处于青年和中年的过渡期他们是75-85一代他们是属于社会的新中坚力量渴望表达自己的主张渴望释放自己的温度KUGAOwners-NewHardCore,75-85Generation

翼虎车主——属于社会新中坚力量的75-85一代33AnnualPRCommunicationTopics

34Releasingisawaytoexpress,andsoultemperatureispersonalattitude.Toreleasesoultemperatureisthoroughself-expression.Runthroughemotionalappealof“temperature”,andcallownerstogether.Concentrateandamplifyowner’svoicesviamutualcommunicationsandprogressiveinteractions,andstimulateowners’participationandmakeowners’imagemoreoutstanding.Releasesoultemperature

年度公关传播沟通主题35释放是一种表达，心灵的温度是个人的态度。释放心灵的温度就是彻底的自我表达。全年贯穿“温度”的感情诉求，聚合车主通过相互关联，互相递进的活动，集中放大翼虎车主的声音，激发车主参与，鲜明化车主形象，释放车主的口碑。释放心灵的温度36KUGAownersareresponsible,enthusiasticandreliable翼虎车主有责任、热心肠、值得信赖KUGAisreliableandquality翼虎品牌可信赖、有品质WayforCoreTaskinPRCommunication-ToMakeOwnersastheBestSpokesmen公关传播核心任务达成路径——让车主成为品牌最好的代言QINGCharityevents轻公益事件Arouseowners’emotionalresonancesandattractowners’involvementthroughQINGCharityevents,whichhave“temperature〞,attitudes,tastesandinterests.Shapeowners’imageasenthusiastic,responsibleandreliable,andshapeKUGA’simageassafe,high-qualityandreliable.通过有温度、有态度、有品位、有趣味的轻公益事件，激发翼虎车户情感共鸣，吸引车主参与体验。塑造翼虎车主热心的，有责任的，可信赖的正面形象，塑造翼虎品牌平安、高品质、可信赖的品牌形象37WhichMediaWillInfluenceThem?哪些媒体可以影响到他们？38MediaSelectionStrategy-Targetpopulationgetinformationviainternet,thuscommunicationandinformationretrievalbecomerigiddemands.ChinaisnowaplacewherealmostallpeopleuseInternet.Internetisroundlybecomingmobilization.TargetpopulationarethecoreusersofInternetCommunicationandinformationretrieval

becomerigiddemandsInstantcommunicationtools,suchasQQandWechat,arenecessarycommunicationmediums.39媒体选择策略——目标人群触媒全面网络化，沟通和信息获取成为刚需中国已经进入全民上网时代，网络使用开始全面地移动化目标人群是网络的核心使用者沟通、信息获取成为两大刚需即时通讯工具如QQ和微信成为了，人们日常生活必须的通讯工具InformationGatheringActivities(%)

PositiveImpact(%)

FordKugaVolkswagenTiguanHondaCR-VToyotaRAV4FordKugaVolkswagenTiguanHondaCR-VToyotaRAV43rdPartyOnline53635153

42534241Friends&Family5262464546543636ManufacturerWebsite3841363029282924SawRecentlyIntroducedModels3632303026242219Saw/HeardAnyAdvertising3639292926281718Saw/ReadAnyLocalNewspaperAds3231252621161413Heard/ReadTV/RadioNewsOrNewspaperArticle3036242619191313SocialMedia(YouTube,Weibo,Facebook,Blogs,etc.)2431222517171417MailFromManufacturer/Dealer1617151998109DroveOne16261713112098Receivede-mailfrommanufacturer/dealer12121195442=Significantlyhigher/lowerthanFordKuga.=Significantlyhigher/lowerthanpreviousquarter.Theinformation/positiveinfluence,whichconsumergatheredfrom3rdpartyonlineorfriend/family,islowerthanTiguan.消费者从第三方网站或朋友/家人处得到的信息或正面影响低于途观3rdPartyOnlineisthemostimportantsourcethatconsumergatheringinformation.第三方口碑传播是最重要的获取信息来源Datasource:BEATReportfrom2021Q1,Q2数据来源：2021年Q1、Q2BEAT报告MediaSelectionStrategy-Thechannelsfortargetpopulationtogetinformation-thirdparty,

andWOMofrelativesandfriends,ownedmedia,etc.40InformationGatheringActivities(%)

PositiveImpact(%)

FordKugaVolkswagenTiguanHondaCR-VToyotaRAV4FordKugaVolkswagenTiguanHondaCR-VToyotaRAV43rdPartyOnline53635153

42534241Friends&Family5262464546543636ManufacturerWebsite3841363029282924SawRecentlyIntroducedModels3632303026242219Saw/HeardAnyAdvertising3639292926281718Saw/ReadAnyLocalNewspaperAds3231252621161413Heard/ReadTV/RadioNewsOrNewspaperArticle3036242619191313SocialMedia(YouTube,Weibo,Facebook,Blogs,etc.)2431222517171417MailFromManufacturer/Dealer1617151998109DroveOne16261713112098Receivede-mailfrommanufacturer/dealer12121195442=Significantlyhigher/lowerthanFordKuga.=Significantlyhigher/lowerthanpreviousquarter.Theinformation/positiveinfluence,whichconsumergatheredfrom3rdpartyonlineorfriend/family,islowerthanTiguan.消费者从第三方网站或朋友/家人处得到的信息或正面影响低于途观3rdPartyOnlineisthemostimportantsourcethatconsumergatheringinformation.第三方口碑传播是最重要的获取信息来源Datasource:BEATReportfrom2021Q1,Q2数据来源：2021年Q1、Q2BEAT报告媒体选择策略目标消费者信息获取渠道——第三方及亲朋口碑、自有媒体平台4142InformationSource了解信息的渠道VehiclePurchasingChannel购车信息渠道KugaInformationChannel翼虎信息渠道KugaInformationChannel翼虎信息渠道Avoider（回避者）（n=215）LightEngagementRejecter轻度接触拒绝者（n=112）HeavyEngagementRejecter轻度接触拒绝者（n=222）Family/friends

家人/朋友74%66%69%Verticalwebsite

汽车专业网站59%65%63%Atdealership经销商53%NotApplicable77%Manufacturerwebsite厂商官方网站32%43%34%Motorshow

车展42%17%28%Portal

门户网站31%42%23%Sawontheroad在路上看见30%38%24%Automotivemagazines汽车杂志24%39%28%MediaSelectionStrategy媒体选择策略Channeltoinfluencetargetpopulationdecision—WOM,professionalandInternetmedia(official,vertical,portals).目标人群决策影响渠道——口碑、专业和网络媒体〔官方垂直门户〕Apartfromdirectchannels(suchasdealers,stations),WOMandInternetmediaarethemainchannelstoinfluencetargetpopulation’sdecision.除直效的接触渠道之外〔如经销商、车站〕，口碑及网络媒体是影响目标人群决策的主要渠道43Consumerswilldisclosetheirowndemands

bypayingattentiononspecialusers.通过微信关注，消费者会主动暴漏自己的需求Relativesandfriends,askeyfactorstoinfluenceWOM,alwayscommunicateonWechat.而影响口碑的关键要素亲人朋友，也聚集在微信上WechatisaneffectivechanneltobuildWOMandcommunicate.MediaSelectionStrategy-Wechatplaysanimportantroleininformationretrievalandcommunication44通过微信关注，消费者会主动暴漏自己的需求而影响口碑的关键要素亲人朋友，也聚集在微信上对于口碑建立、传播，微信成为一个高效的通道媒体选择策略——微信在沟通和信息获取中占有重要地位MediaSelectionStrategyPortalVerticalVideoInformationmedia35%WikipediaTiebaBBSmicroblogWOMmedia35%WemediaWechtandAPPWechatandAPs30%45媒介选择策略门户垂直视频信息类媒体35%维基贴吧微博论坛（专业跨界）口碑类媒体35%自媒体双微APP微信和APP30%46PART3AnnualExecution全年执行Scheme规划Supporterssaythattheeaseofuseofpresentationsoftwarecansavealotoftimeforpeoplewhootherwisewouldhaveusedothertypesofvisualaid—hand-drawnormechanicallytypesetslides,blackboardsorwhiteboards.34748GoalstageInface-liftperiod,makeasoundmomentum.PersistentperiodTorebuildnewimageofnew-versioncarPersistentperiodSpreadhigh-endandintelligentequipmentinoverallcommunicationPersistentperiodDeepcommunicationontheadvantageof1.5TcarsDeeplyspreadadvantagesofKUGA,andenhancecostumerexperience,inordertopromoteWOManddrivecustomers’desirestopurchase.Q3NewTiguanlaunchedQ4RAV4ICAlaunchedIx35launchedBigmoveofMarketDepartment2015123456789101112LunarNewYear：2.18Launchtime：08/01OKTB：08/01CommunicationwarfornewversionPublicityof72hours.HappilyVisittoFactoryInKUGA“HappilyVisittoFactory,consumersandmediawillvisititsfactory.“Happy”tochallengeSponsorofseasonprogram“ChallengetheImpossible”“Startandstopasyoulike,releaseyourselfbyyournature”1.5Tlowfuelconsumption,andhighpowerchallengesVirusvideoofextremechallengeUGCchallengematchACS/tailclipfor15secondsTVC3DtestvideosofseriessafetyE-businesscooperationCooperationofdifferentrealmsNewproductsonverticalplatformAutostart-and-stopfor15secondsTVC30、60SecsTVCAdvertiseonallmedia“My72hours”OwnersSayInteractiononup-platformDailycommunicationTravelinspring“Feelthetemperatureofspring〞teatdriveonspringfloodwayalongYellowRiverTravelinsummer“Releasethetemperatureofsummer〞NewKUGAfamilytravelinYushuTravelinautumn“Feelthetemperatureofwinter〞testdriveonKatchenicyroadsActivitiespreheating,andcollectionofallonlineareasExpandofcarclubactivitiesOff-lineactivities-togetthroughGFXborderEndingofonlineactivities1ststage3rdstage2ndstageGFX“AlllookforKUGA〞Onlineandoff-lineactivitiesQualityandsafetyTechnologyGreen“Releasethetemperatureofsoul〞operatedonowners’onlineactivitiesplatformReleasethetruetemperatureCollectionandspreadofKUGAownersearchingstoriesReleasethetemperatureofhappinessQINGCharityprojectsofKUGAownersReleasethetemperatureofbeingtogetherThefoundationofKUGAowneronlineactivitiescommunity215PRAnnualCommunicationExecutionRoadmapTodemonstrateKUGA’simprovementsbothonqualityandsafety49阶段目标小改款上市期打造焕然一新的上市声势上市持续期塑造新车型新形象上市持续期

全面传播高端智能配置上市持续期

深度沟通1.5T车型优势深度沟通产品优势，加强客户体验，从而提升品牌口碑，帮助提升客户购买考虑Q3全新途观上市Q4RAV4ICA上市Ix35全新上市市场部大行动2015123456789101112农历新年：2.18上市：1月8日OKTB：1月8日焕新上市沟通战役纵贯中国72小时“开心回娘家”翼虎“回娘家”媒体及消费者工厂参观活动“痛快”去挑战季播节目“挑战不可能”赞助“随心启停，随性释放”1.5T低油耗，高动力挑战赛极限挑战病毒视频UGC挑战赛ACS/尾门15秒TVC系列安全3D测试视频电商平台合作异业平台合作垂直平台新品狙击战自动启停15秒TVC30、60秒TVC全媒体广告投放“我的72小时”车主说向上平台互动传播日常传播春之旅“聆听春天的温度〞追逐黄河桃汛线路试驾夏之旅“释放快乐的温度〞新翼虎家庭玉树行秋之旅“触摸冬的温度〞卡钦冰川线路试驾GFX“全民寻虎〞线上线下互动平安品质科技绿色“释放心灵的温度〞车主线上活动平台运营释放真实的温度翼虎车主探索故事征集及传播释放快乐的温度翼虎车主轻公益项目释放在一起的温度翼虎车主线上社区成立2021年度公关传播执行Roadmap全面阐述翼虎在品质和平安提升上做出的改进活动预热，线上各区域车主召集车友会活动扩大打通GFX边境之旅线下活动线上活动收官第一阶段第三阶段第二阶段50ProgramsOverviewof2021PRExecution“Releasethetemperatureofsoul”-owners’onlineactivitiesplatformoperationCollectKUGAownersbyemotionappealing,anddriveWOMcommunication“Endlesstravel”mediatransmissionadviceDeliverproductpowerintestdrive,especiallyKUGA’ssafetyand1.5TtypeDailycommunicationCooperatewithmarketcommunicationthroughtheyear,andfullyspreadintelligence,safety,qualityandgreentoexpandcommunicationeffect.512021年度公关传播执行工程概览“释放心灵的温度”车主线上活动平台运营以情感诉求聚合车主扩大口碑传播“无尽之旅”媒体传播建议在试驾活动中传达产品力，重点宣传新翼虎的智能安全和1.5T车型日常传播配合市场传播全年节奏，充分传播智能、安全、品质、绿色扩大传播效果，52ReleaseSoulTemperatureOwners'onlineactivitiesplatformoperationActivitiescollectionActivatecontentsImagebuilding品牌关联ReleasetemperatureofhappinessCommunicationprojectsKUGAownersQINGCharityReliableSafeResponsibleDemonstrate“protection,careandsafety”viaownersinvolvementincharityeventsTheonlinecommunityhasbeenfoundedonone-yearaccumulationWarmReliableReleasethetemperatureofbeingtogetherThefoundationofKUGAowneronlinecommunity37°CTemperatureofhappiness.Alwayskeepthetemperatureofslighthigher.Itwon’thurtyou,butprotectyouandwarmyou.100°CThetemperatureofbeingtogetherisabsoluteebullition,andabsoluteenthusiasm.36°CTruetemperature,righttemperature,neithercoldnorhot,isrelievingandtrust“Releasetruetemperature”30KUGAownerstelltheirstoriesSentientResponsibleAttitudinalDemonstrate“intelligent,safe,greenandquality”throughowners’storiesBrandassociationSafereliableandhigh-quality53释放心灵的温度车主线上活动平台运营事件聚合内容激活形象塑造品牌关联“释放快乐的温度”翼虎车主轻公益传播项目可信赖的有安全感的有责任的通过车主对公益活动的参与体现保护、关爱、安全经过一年的积累线上社区正式成立温暖的可信的“释放在一起的温度”翼虎车主线上社区成立37°C快乐的温度始终保持着低烧的热度。不会灼伤你，但是足够保护你，温暖你100°C在一起的温度绝对的沸腾绝对的热情36°C真实的温度不冷不热刚刚好是安心是信赖“释放真实的温度”30个翼虎车主的故事有感情的有责任的有态度的通过车主故事讲述“智能安全绿色

品质”品牌关联安全可靠高品质ReleaseSoulTemperature542015123456789101112LunarNewYear：2.18LaunchTime:08/01OKTB：08/01NewTiguanlaunchedIx35launchedReleasethetruetemperatureCollectionandspreadofKUGAowners’storiesKUGAownerssearchStoriescollectionSerialvideostransmissionofowners’storiesReleasethetemperatureofhappinessSpreadprojectsofKUGAownersQINGCharityKUGAownersconduct“HappyDonation”forchildreninYushu“LetHappinessFlow”Yushuchildrenpaintingtourexhibition“HappyTermBeginning”KUGAownerstravelinYushuReleasethetemperatureofbeingtogetherFoundationofKUGAowneronlinecommunityFoundationWarmKugaCommunitySUVowners’imagesurveyCooperationagency:PuCunxinFoundationCooperationmedia:AutohomeCooperationorganizations:iFordBeijing,SHFORDCAR,Chongqing211,FordFansActivitiespl