奥迪车型定位与目标用户定位CN1.ppt

1 2024/9/16产品营销产品营销中国最进取的商务用车事业成功而不张扬，激情进取而富有品味，深谙中国传统而又主导着时代进步主旋律的成功人士广告沟通广告沟通21世纪具有未来观的新现代商务精英事业成功而不张扬，激情进取而富有品味的社会主流精英中的注重平衡人生、具有社会责任感的成功人士产品定位产品定位中国最进取的商务用车公关公关高档公商务轿车的典范目标用户目标用户公关公关广告沟通广告沟通产品营销产品营销A6L产品及目标用户定位产品及目标用户定位2 2024/9/16The most progressive car in ChinaThey are succeed in business but not stink, full of enthusiasm and tasteful, traditional and leading tideway. New modern business elites with vision of 21st centuryPRPRThe most progressive car in ChinaProduct Positioning and target group of A6L Product MarketingProduct position of A6LTarget group of A6LProduct MarketingAd. CommunicationAd. Communication3 2024/9/16Q7产品定位及目标用户产品定位及目标用户产品营销全球首款第三代顶级豪华SUV希望用个性方式展现社会地位，用更酷的生活方式释放心情，外表成熟稳重，内心向往激情自由的时尚成功人士。

广告沟通希望用与众不同的人方式表现个性和地位的，追求个性、时尚、运动和刺激的成功人士事业成功又不事张扬、激情进取而又富有品味的社会主流精英中那些更具激情活力和冒险精神的人士 产品定位产品定位时尚个性而不失优雅尊贵的顶级SUV公关奥迪打造的第一款“高性能SUV”目标用户目标用户公关广告沟通产品营销4 2024/9/16The first third generation of top premium SUV in gobble They are the fashion successful elite, who hope to show social position with individuality way, and to release mood with cooler life style. They are appearance mature steady, but inner desire passion free.Successful and stylish people who wish to show their social status with own character. They pursue a lifestyle to free their mind. Though discreet and thoughtful in appearance, they aspire for passionate freedom of mind.A premium SUV with stylish and sophisticated elegancePRPRProduct Positioning and target group of Q7 Product MarketingProduct position of Q7Target group of Q7Product MarketingAd. CommunicationAd. CommunicationAudi’s first premium SUV Successful but not arrogant, passionate and energetic social elite with spirit of adventure among those progressive and high taste people5 2024/9/16A8L产品定位及目标用户产品定位及目标用户产品营销最运动的豪华D级车广告沟通对未来有着洞察力，相对于现有财富， 更在乎创造未来价值的新时代领袖。

事业成功而不事张扬，激情进取而富有品味的社会主流精英中富有创造力的“才智领袖”产品定位产品定位新时代领袖座驾公关最安静的顶级豪华轿车目标用户目标用户公关广告沟通产品营销事业成功、胆识过人、气度非凡、品味高雅、集智慧财富于一身的“时代领袖”6 2024/9/16The sportiest luxury saloon in the D segment.The progressive vanguard with the insight for the future. They care more about creating the value in future than their wealth todayRide for progressivevanguard They are the age leaders that successful in business, with elegant taste, exceptional courage and a wealth of wisdomPRPRProduct Positioning and target group of A8L Product MarketingProduct position of A8LTarget group of A8LProduct MarketingAd. CommunicationAd. Communication7 2024/9/16产品营销产品营销不折不扣的运动轿跑车追求自由惬意，享受掌控一切的力量；追求刺激和挑战，享受速度与性能；希望用高超的驾驶技巧把车的性能发挥到极致的时尚精英。

广告沟通广告沟通运动，时尚，注重品质，个性鲜明的社会主流精英 热爱运动、充满激情、崇尚自由与个性，并且乐于享受高科技带来的乐趣的社会主流精英 产品定位产品定位极具个性的豪华跑车公关公关领导汽车时尚潮流的个性化跑车 目标用户目标用户公关公关广告沟通广告沟通产品营销产品营销TT/TTS 产品及目标用户定位产品及目标用户定位8 2024/9/16TT is a sport car through and throughThey are the fashion elite, who pursuit the feeling of freedom and controlling all. They are pursuit of stimulate and challenges, enjoy speed and performance, wish to maximize the performance by perfect driving skill. Sporty & dynamic;Fashionable & stylish;Keen on quality;Individualistic;TT Product PositioningThe premium and individualized sport carTT Target groupProduct Marketing DepartmentProduct Marketing DepartmentAd. CommunicationPRPRAd. CommunicationProduct Positioning and target group of A8L 。