奥迪A6L TDI深度体验方案.pdf

奥迪A6L TDI深度体验方案 Audi A6L TDI-depth experience of the program 广州国云风广告公司GAAC 2009年11月8 日 目录catalog 活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates 2 Titel oder Name, Abteilung, Datum 目录catalog 活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates 3 Titel oder Name, Abteilung, Datum TDI销售现状不尽人意 利益诉求有偏差 对柴油发动机的误解依然存在 主流舆论的环保诉求对 冒黑烟 车主无实质性利益 跟国内油品质量不匹配 节油特性对该级别的车 发动机稳定性差 主不是关键性影响 加油时跟货车拼位置 4 Titel oder Name, Abteilung, Datum TDI sales unsatisfactory status quo Interest demands there are deviations A misunderstanding of the diesel engine still Mainstream medias environmental exists claims and substantial benefit to Black Smoke the owners of non - Domestic fuel quality does not match with the The owners of fuel-saving Stability of difference engine feature is not critical to the To fight with the location of refueling trucks level of impact 5 Titel oder Name, Abteilung, Datum 需要从“汽车”最本质的属性去发掘利益点 Need from the car the most essential point of the property to discover the interests of 社会利益 基本利益 核心利益 社会利益 基本利益 核心利益 Social benefits Basic inter