資源描述：
《歐寶發(fā)布會方案方案》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、NewOpelAntaraLaunchProposalPreparedbyShunyaAdvertisingOpelMotherBrandWhoaretheOpelOwnersTheywantanoriginalGermanbrandthathasgreatqualityandwithdeeprootedTheydon’twantacarthatcanbeseenontheroadallthetime.Theywanttobesecluded,butalsolowkey.Greatdemandfortheirlif
2、estyle,butdon’twanttogowiththecrowdTheybelievecarreflectsthepersonwhodrivethem.SoitmusthavecharacterandpersonalityTheylookfornothingless,don’tsacrificequalityforvalue.Theyare:ExistingOpelownerswhoarelookingtopurchaseanothercarinnext12monthsDomesticGermanbrando
3、wnerswhoarelookingtoupgradetoatrueauthenticGermanproductFirsttimecarbuyerswhoarelookingforhighqualityproductswithgoodGermanengineersTheyarein25-40yearsold,highlyeducated,lookingforqualitymorethanquantity,andareworldlyOpelBrandHouseEmotional+RationalFreshThinki
4、ng,BetterCarDesignGermanEngineerSafetyQuality百年歐寶，堅持德國決不妥協(xié)的造車?yán)砟詈凸に?，融匯日耳曼極致科技與實用美學(xué)的造車智慧，致力讓更多人享用，本著“善用能源打造”概念，配置先進(jìn)科技和理念的好車――歐洲之寶Monocabdesign/safetyfeatures/importedquality/dynamicdesign/affordablehi-techDrivingPleasureExpandingtheProductLinesOPELAstraZafiraAnt
5、araAstra5DAstraGTCAstraGTCPanoAstraTwinTopAstraA＋AstraTwinTopGTCPanoramaZafira3-piecehardtopWidescreensunroofFlex-7NewProductVisionWiththenewmodelintroductions,thatemphasizeonflexiblespaceutilizationandhighefficientoutputtopresenttomarketaboutourvalueof“engine
6、eredtoenergize”ThenewmodelswillalsobecomethenewOpelfacestoreachouttomoreOpeltargetaudiences.AntaraPositioning85yearsofcontinuoussegmentgrowth(數(shù)據(jù)資料來源：SGM歷年銷售數(shù)據(jù))UnitsNissanqashqai–逍客“都市游牧人”——在城市中生活追求自我、打破常規(guī)。HondaCR-V睿力和一鋒芒勁現(xiàn)(強(qiáng)調(diào)時尚與科技)Toyota–RAV4城市四驅(qū)車RAV4以時尚的外型和出眾
7、的性能，靈敏地穿梭于現(xiàn)代都市中。無論任何地點，都完美映襯駕駛者獨特的品味與個性。Chevrolet–Captivabodycopy——城市是一個舞臺；城市是一扇窗；城市是一座樂園；城市是一個運動場；城市是一座競技場；廣告片slogan——征服，不簡單！擁有，不簡單！分享，不簡單！自由，其實很簡單！ConsumersarelookingforsomethingwhenbuyingaSUVDrivingpleasureAestheticlookIndividualFreedomGoinganywhereSithigha
8、ndlookdownLeisureSUVFormalVSCasualSpacious,comfort,andfreedom(數(shù)據(jù)資料來源：SGMCadillacSUVstudy)Antaraconsumersare:Theyareinmiddle-upperclass,lookingforselfstyleandhighquality.Emotionalne
