2014<br />DS 6<br />互联网媒介传播方案<br />August-September DS 6 Warm-up EPR Communication Plan<br />预售阶段的事件<br />点<br />Pre-stage Event Points<br />DS 6<br />预售<br />DS 6<br />Pre-sale<br />成都车展<br />Chengdu Motor Show<br />O<br />pen<br />to B<br />ooking<br />传递预售信息<br />Pre-sale information delivery<br />沟通<br />DS 6<br />产品<br />优势<br />Communication of DS 6 Advantages<br />收集销售<br />线索<br />Collecting sales leads<br />预售阶段目标<br />Goal and assignment<br />}<br />On Target Awareness<br />Product<br />Communication<br />【<br />曝光<br />】<br />Leads Collected<br />【<br />沟通<br />】<br />【<br />留资<br />】<br />结合成都车展的契机，选择关注汽车的人群，在精准的渠道中作最大范围的<br />曝光<br />Opportunity to combine Chengdu Motor Show, chose focus car crowd, do the widest range of exposure in precise channels<br /> <br />指向于媒体专区，做<br />DS 6<br />产品优势的深度<br />沟通<br />Point to the media area, do the deep communication of DS 6 Advantages<br />同时专区销售线索的收集，支持预售订单<br />In the mean time collecting sales leads, support pre-orders<br />媒介<br />策略<br />Media Strategy<br />【<br />汽车<br />垂直<br />网站<br />】<br />Automotive vertical websites<br />【SEM<br />关键词投放<br />】<br />SEM Keywords delivery<br />+<br />媒介策略<br />Media Strategy<br />预售阶段媒体执行战术<br />–<br />汽车网站<br />Pre-execution stage media tactics - Car Website<br />KV<br />头<br />图<br />/KV headline<br />活动<br />信息<br />Activity information<br />个人资料填写<br />Personal information filling<br />成都车展花絮<br />chengdu auto show feature<br />车型<br />亮点<br />Auto type shining point<br />此<br />DEMO<br />仅为建议示例，以实际设计为<br />准<br />this is DEMO suggestion and refer to the real design<br />媒体栏目<br />《X-view》<br />Media column<X-view><br />活动<br />说明<br />/Activity description:<br />活动信息中重点展示<br />活动机制、奖品机制、参与方式<br />等详细信息，供意向用户<br />熟知<br />activity information is mainly about activity .<br />reward system, participant<br />method, which is for intention customer<br />为<br />意向<br />用户提供试驾体验及奖励机制，促进到店购车，<br />所有收集销售线索，最终将会给到<br />客户<br />provide test drive and reward system for intention customer, which<br />contribute car-ordering and collecting sales information and winning<br />customers.<br />板块说明<br />/Module description<br />：<br />展示的产品亮点：设计、操控、工艺、科技、环保<br />products shining points: design, control, process, science and technology, environment protect<br />整体预算：<br />600<br />万人民币（<br />4<br />周<br />/ 3<br />个媒体）<br />Overal budget:RMB6.3m (4 weeks/3 media )<br />示意<br />}<br />预售阶段媒体执行战术<br />The implementation tactical of media in pre-sale stage<br />Manuscrit<br />Direction<br />强化<br />豪华<br />SUV<br />定位<br />Strengthen the luxury SUV position<br />《<br />从<br />DS 6<br />上市谈豪华品牌<br />SUV<br />的相似特征<br />》<br />Speaking the similar characteristics of luxury SUV brand from DS 6 on the market<br />Market<br />comments<br />Models<br />Shopping guide<br />Auto Show<br />Inventory<br />《<br />气质大不同 豪华<br />A<br />级<br />SUV<br />三剑客导购<br />》<br />Different temperament large luxury SUV class A Three Musketeers shopping guide<br />《<br />都是高帅富 成都车展豪华<br />SUV<br />盘点<br />》<br />Chengdu Motor Show are high handsome rich inventory of luxury SUV<br />凸显<br />DS 6<br />野性亦优雅的气质<br />highlights the DS 6 wild elegance<br />《<br />一线城市里什么样的<br />SUV<br />才可能卖的好？<br />》<br />What kinds of SUV can sell well in first-tier cities?<br />《<br />八仙过海 细数那些气质鲜明的<br />SUV<br />》<br />Inventory of those qualities distinctive SUV<br />《<br />野性亦优雅<br />DS 6<br />成都车展受追捧<br />》 Feral also elegant DS 6 was popular in Chengdu Motor Show<br />从全型、全速、全智能角度传播亮点<br />Spread highlights From the full-size,<br />full-speed<br />,...
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