一汽大众：一汽大众SUV家族传播策略建议（43页）.pdf

1、市场推广部Marketing commutation一汽大众SUV家族传播策略建议FAW-VW SUV Family Communication Strategy市场推广部Marketing commutation目录Contentsn SUV家族面临的课题p SUV市场传播现状p SUV目标人群触媒分析p 2019年SUV家族传播建议Current Task Faced by SUV Family Present Situation of SUV MarketAnalysis of SUV Target AudienceSuggestion of 2019 SUV Family Campai

2、gn市场推广部Marketing commutationSUV家族传播的课题：ASUV总体市场份额出现下滑，车型面临着较大的竞品销售压力SUV family media mission:ASUV whole market share declined with competitive sales pressure-1.1%ASUV市场区间出现压缩趋势品牌SUV家族在细分市场面临着较大的销量压力数据来源Reference：CPCA(国产Domestic+进口import）2018.1-12ASUV market segment has a compression trendBrand SUV f

3、amily faces greater sales pressure in the market segment市场推广部Marketing commutation1562 2884 3440 3612 2016201720182019e8%14%17%18%2016-2019年ASUV花费占比ASUV SPD share from 2016 to 201936%35%41%201620172018长安福特CA-Ford26%50%97%201620172018斯柯达Skoda32%74%79%201620172018东风本田DF-Honda14%66%61%201620172018东风日产D

4、F-Nissan22%36%36%201620172018上汽大众SVW42%32%41%201620172018东风标致DF-Peugeot主流核心竞品总体上也加大了对SUV的投放力度；159M333M565M306M343M229M137M378M283M132M454M317M156M432M338M210M94M92MCore competitors have also increased the cost in SUV segment;ASUV总体花费呈上涨趋势，且增速显著，2019年将面临更加激励的竞争；The overall cost of ASUV segment is on

5、the rise,and the growth rate is remarkable.The year of 2019 will see more fierce competition.SUV家族传播的课题：主流厂商ASUV投放将持续上涨，未来ASUV将面临更加激烈的竞争SUV family communication main missions：more competitors and more pressures数据来源Reference:监测花费/Monitored SPD:TV,NP,RD,MG 来自CTR;OOH:中天星河/CODC;Internet:艾瑞/iResearch;媒介组

6、合比例;digital 1.5,TV 0.65,RD 1.2,OOH 1.6,MG 1.1,NP 0.6，2018市场推广部Marketing commutationSUV家族传播的主要任务SUV family communication main missionsAW触及消费者，形成品牌认知Reach consumers and form brand recognition认知Recognition 建立品牌熟悉度与好感度Build brand familiarity and goodwill熟悉Familiarity促进集客转化Promote guest collection transf