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1、PublicRelationsProposalPublicRelationsProposalinsupportofinsupportofINGIINGIINGInsuranceChinansurancensuranceChinaChinaNewAllianceConsultingAugust2006Agenda?Introduction?BackgroundAnalysis?MediaAudit?PRStrategy–Objectives–KeyMessages–Tactics?PRCommunicationPlan?Att
2、achment?INGMediaAudit?GeneralMedialistOverviewNewAlliancehasaccumulateddeeprecognitionandunderstandingofINGandtheindustrythroughtwoyearsofco-operation.WesuggestINGcarryingoutalong-term,sustainableandintegratedPRstrategyinChina,withthekeystonesasfollowing:?Take‘glob
3、alization,professionalservice’asthefirstcommunicationemphasis?Take‘localization,integratedfinance’asthesecondcommunicationemphasis?Promotecorporatenotionof‘integrity,customercentricity’?StrengthenINGcorporateimageandbrandinfluenceintargetaudienceINGandNewAlliance?I
4、nSeptember2004,INGandNewAlliancestartedthefirstco-operationin28thGeneralAssemblyofISSA,andhaveestablishedgoodrelationssincethen?Intwoyears,NewAlliancesupportedINGwithprofessionalismandstrongmediarelationresources,successfullypromoteINGbrandimagewithaseriesofPRandma
5、rketingprograms?Especiallyinthefirsthalfof2006,NewalliancecarriedoutapackagedPRcommunicationprogramunderthethemeofINGGlobalTalentReserveProgram,takethefulladvantageofCCTVAbsoluteChallengeplatformandintegratedtheresourcesofadvertisingandPRcommunicationstoasatisfying
6、resultAgenda?Introduction?BackgroundAnalysis?MediaAudit?PRStrategy–Objectives–KeyMessages–Tactics?PRCommunicationPlan?Attachment?INGMediaAudit?GeneralMedialistBackground－EnvironmentGovernmentPolicy:?Chinafinancesectorwillbefullyopenedattheendofthisyear?Asaresult,th
7、eChinesegovernmentismorewillingtoacceptglobalfinancialcompanies?ChinesepeoplehavebetteracceptanceforglobalinstitutionsBackground－EnvironmentIndustry:?BankingIndustry：－LotsoffamousMNCshavealreadyenteredorarewaitingtoenterChina’smarket－MostofMNCshaveestablishedcompet
8、itiveadvantagesinlocalization?InsuranceIndustry：－Themanagementandoperationoflocalcompaniesisrelativelylow－Localcompaniesaremuchlesscompetitiveinp
