1、Volkswagen ImportMediaFleetCarManagementProposalJune,TrustwinCommunicationsPart I.Part I.Strategy&Contents Strategy&Contents 核心任务核心任务媒体体验升级，强化媒体关系，增加品牌好感度激发媒体日常试驾积极性提高试驾媒体出刊质量提升媒体试驾车使用率和出刊率媒体环境变革大型传媒集团多平台拓展APP+网站+双微+微信公众号门户网站从内容创造到平台搭建自媒体入驻平台+榜单排名+奖励计划自媒体可视化平台崛起自媒体入驻直播平台+网站推送优质自媒体层出不穷独立内容产生平台传统媒体人转型2、成功以独特风格产出个性化内容媒体发展趋势传统媒体转型进入多平台化发展期自媒体快速发展，层出不穷专业媒体式微，KOL资源碎片化渠道更多样传统媒体更多聚焦产业深度自媒体更擅追逐流行热点KOL在粉丝引导上更具优势内容更精准传统媒体报道依然偏重严谨而中立自媒体输出观点，主观意愿更强KOL更为重视内容和粉丝的互动性格更鲜明课题与挑战课题全新媒体环境下，如何更精准、高效地选择媒体资源如何以更符合受众阅读习惯和偏好的内容和方式，突出品牌及产品亮点，优化传播效果挑战大部分试驾车缺乏新车效应，媒体关注度较低作为大众品牌在中国整体战略的补充，试驾车型定位偏向“个性小众”，不属于主流车型通过进口车型试驾服务打造品牌3、标准化形象核心策略1.媒体库拓展与升级2.加强传播内容创意及形式3.通过服务加强品牌形象结合媒体环境趋势，制定评估机制从传统的媒体圈层向更广泛的跨界KOL圈层辐射拓展更高效精准的传播渠道针对产品形象和核心竞争力开发富有创意的传播内容公众号营销星球契合热点，利用试驾车制造传播话题更契合受众阅读习惯和兴趣点的传播表现形式，更视觉化、趣味化制定并实行试驾车服务标准，提升品牌形象配合试驾媒体，体现标准化服务，打造国际化大牌形象1.媒体库扩展与升级传统媒体（66%）社会化媒体（22%）KOL（12%）-汽车行业自媒体-跨界自媒体（时尚生活方式设计）-论坛、新闻、视频及应用类APP（Xinhua News4、 APPBread Trip APP）-汽车行业KOL-跨界KOL（旅行摄影时尚美食）日常试驾媒体库更新，增加至总计450家媒体央级财经/行业报纸都市报汽车时尚杂志电台电视台门户垂直网站网络电台视频自媒体拓展评估维度独到见解&可读性内容阅读量&渠道量影响力品牌好感度可控性独特的角度和观点文章质量高，可读性强基于产品的专业理解文章准确性权威榜单分类&排名跨平台影响力粉丝数/订阅量/阅读量搜索引擎影响个人舆论影响力沟通友好度内容可修改程度对大众品牌友好1.媒体库扩展与升级2.媒体分级试驾占比Traditional MediaLevel StandardNew mediaABC(APPWeChatk5、ol)APP:-Circulation:Over100million-Pageview:Over20,000,000WeChat(Auto)-Followers:Over300,000-PageView:Over500,000-AverageReading:over80,000-Over6promotionplatform(NewspaperMagazineTV&Radio Online)WeChat(other area)-Followers:Over500,000-PageView:Over800,000-AverageReading:over100,000-Over6promotionp6、latformWeChat(Auto)-Followers:Over100,000-PageView:Over300,000-AverageReading:over30,000-Over4promotionplatformWeChat(Others)-Followers:Over200,000-PageView:Over400,000-AverageReading:over45,000-Over4promotionplatformAPP:-Circulation:Over20million-PageView:Over5,000,000WeChat(Auto)-Followers:Over80,7、000-PageView:Over100,000-AverageReading:over5,000-Over4promotionplatformWeChat(Others)-Followers:Over100,000-PageView:Over100,000-AverageReading:over20,000-Over4promotionplatformAPP:-Circulation:Under20million-PageView:Over500,000lWeChatPageView:totalviewershiponWeChatandotherpromotionplatformslWeCh8、atAverageReading:averageviewershipofarticlesonWeChatNewspaper-Category:Government-owned,Business,keyCityNews-Circulation:Over400,000Magazine-Category:AutoTop10,LifestyleLuxury-Circulation:Over200,000TV&Radio-Category:CCTV,SatelliteTVChannel,NationalRadio-Coverage:Over100millionOnline-Category:5Porta9、l+5Vertical+3VideoPortal-PageView:Over10,000,000Newspaper-Category:IndustryNews,CityNews-Circulation:Over250,000Magazine-Category:Auto,DM-Circulation:Over100,000TV&Radio-Category:TVChannelandRadiocovering1-2tiercities-Coverage:Over5,000,000Online-Category:NewsPortalsandVerticalcovering1-2tiercities-10、Pageview:Over4,000,000Newspaper-Category:CityNews-Circulation:Over100,000Magazine-Category:AutoandLifestyle-Circulation:Over100,000TV&Radio-description:三线以下电视台-Coverage:Over1,000,000Online-description:Others-Pageview:Under4,000,00050%30%20%新甲壳虫 摄影师、设计师蔚揽系列 旅行达人夏朗亲子、宠物高尔夫 R汽车发烧友途观 户外运动爱好者New e-Golf 极11、客环保者重点车型KOL圈层扩展方向1.媒体库扩展与升级2、加强传播内容创意及形式（示例）一个时代一种生活方式车不仅是钢铁，也是精神寄托光圈下的历史属于甲壳虫的城市甲壳虫汽车在从事摄影及艺术工作的人心中，已不只是大众旗下的一款汽车。在那里，甲壳虫是代表着一种时代，代表着一种精神，代表着一种美，有着特殊的地位和意义。通过甲壳虫汽车记录车主的生活：无处不凸显对美的执着追求，对于生活的固执态度，记录一款车的同时也在记录一种车主的精神。传播途径活动参与媒体报道摄影及艺术平台扩散尝试与时尚艺术类平台合作选择摄影或艺术达人2、加强传播内容创意及形式（示例）极客不是邋遢大叔极客生活可以很炫很健康极客只是一群执12、着于自己爱好的人极客爱车的小秘密当你在纠结黑色车身或是白色车身时，他们在测两种车身的吸热率；当你在研究车身美感的时候，他们在测算车身的风阻；当你考虑百公里油耗时，他们已经在规划充电桩的布线了极客的生活其实更加精细也更加有趣。选取IT行业试驾达人，着重就e-Golf的能耗和科技点进行体验，突出车型新能源及高科技元素传播途径活动参与媒体报道试驾极客个人平台2、加强传播内容创意及形式（示例）父母都会给孩子最好的，在家如是，出行也如是，蔚揽给与家庭一样的舒适和安全处女座妈妈的焦虑描述关心孩子的妈妈出行情况，从安全、舒适、环境等多方方面为宝宝打造适合的空间。从育儿和家庭角度描述车辆的不同意义。选取宝妈（13、宝爹）进行试驾，在出行展示家庭元素的同时，就车辆内饰对孩子及家庭的重要性进行描述。传播途径活动参与媒体报道试驾人个人平台视频直播平台3、通过服务加强品牌形象（示例）试驾车服务，并非仅在店面，在用车的每一分钟里，大众品牌的关怀都与驾驶者同在试驾之后，生活不能自理了记录试驾车服务全过程，从接手车辆整备到一些小的贴心装备，处处都体现出试驾车准备的用心和大众品牌的细致。试驾媒体感受到试驾车VIP待遇，在享受车辆性能和便利的同时，可以感受到厂家已将将驾驶的方方面面都准备好，当还车之后，感到“生活不能自理”传播途径试驾车媒体报道视频直播平台重点车型年度选题规划蔚揽报道方向：战场的闲暇商场如战场，车辆是一个14、良好的休息和备战空间，突出车主形象及车型舒适性报道方向：试驾之后，生活不能自理了试驾服务体现品牌形象报道方向：最好的风景总在路上寻找路上最美的景色，展现操控、舒适、空间的完美融合报道方向：风景的另一面商务人士也有热爱旅行放松自己的一面，通过不同环境打造车主形象报道方向：一次不谈技术的试驾贴合Plus Salon凸显车主人群属性报道方向：处女座妈妈的焦虑从育儿和家庭角度描述车辆的不同意义报道方向：游学？自己来就好家长利用小长假自驾带孩子出门进行游学，凸显家庭元素及车型舒适度报道方向：回家的路途并不遥远春节自驾回家，体现车辆舒适性和内饰，突出车型家庭元素夏朗报道方向：朔风起，绝尘去车辆运动性能测试15、，选用适合的道路或赛场，体现操控性和速度报道方向：车手的故事邀请赛车手进行试驾，体现专业选手操控下的车辆美学报道方向：赛道亦非赛道通过上班族日常用车，凸显在城市道路上驾驶的乐趣和能够体现性能的驾驶窍门报道方向：火热冰雪季年轻人的冬季运动出行，滑雪等冬季运动贴合车辆运动元素公众号营销星球Golf R报道方向：光圈下的历史属于甲壳虫的城市时尚城市光影，描述甲壳虫用户群报道方向：万物滋长打造城市小清新形象，郊区踏青，打造年轻化艺术化形象报道方向：如何在荒山野岭打造花园气氛甲壳虫自驾野餐，通过自带精细装备将野外打造成花园气氛，凸显车主调性报道方向：冬季城市里一抹颜色冬季摄影大片，突出甲壳虫车型颜色及设16、计新甲壳虫报道方向：感受第三空间家庭，工作之外，车内可以说是都市人们生活的第三空间，体现舒适和操控感报道方向：生活的旅行家邀约车主故事选题，通过车主形象塑造，展现产品亮点，并传递旅行车生活方式报道方向：山另一边的景色长距离户外试驾，通过山路等特殊地形凸显车辆性能报道方向：冬季的群山冬季自己郊游，凸显车型性能及舒适性Tiguan报道方向：极客爱车的小秘密极客试驾，探寻车型高科技元素报道方向：巡航大挑战一次充电究竟能走多远？这是一次技术的旅行同时也是对现代生活的感受报道方向：谁说新能源不能远行网络上对新能源车续航能力有着质疑，通过长途试驾打消疑虑，同时凸显服务元素报道方向：一抹绿色试驾参与公益活动17、，提倡新能源，凸显新能源车辆性能e-GolfJulAugSepOctNovDecJanFebMarAprMayJunPart II.Part II.Management Logistics Management Logistics MediaRequestMonthlyPlanMediaPitchWorkoutmediastrategy&testdrivetopicdirectionSubmitnextmonthmediafleetplan&e-NewslettertoClientonthe3rdweekofeachmonthCommunicatewithmediatoconfirmtheco18、ntentsdirectionSubmitrequestandcontentsdirectiontoclientsforapprovalDailyupdatethemasterschedule.Checktheexterior,interior,enginecompartment,trunkandaccessoriesTakephotosofinspectionTakenoteofthemilage&oilmeterinfo.Media Communication SOPe-NewsletterVehiclePreparationDistributetestdrivee-Newslettert19、omediaon4thweekofeachmonthtointroduceavailablecars/features/topicsPRAgencyFollowupVehicleCheckVehicleReturnMediaPickUpVehicle3daysafterthedelivery,PRAgencytogathertestdrivefeedbackfrommediaviaphonecallsConfirmwithmediaaboutthetopicdirectionandreporttoClienttimelyiftheresanychanges,thenproceedwithCli20、entapprovalonthenewdirectionIfmediafailedtogetacorrectunderstandingofthepositioningandfeaturesoftheproduct,Agencyshouldworkoutamediainstructionsuggestionwithin2hrsandsubmittoClientforapproval,thencommunicatewithmediaaftertheapproval.Ifmediastillhavesomedoubtregardingtheissue,PRAgencyshouldmakeanappo21、intmentforClient&PRAgencytotalkwithmediaface-to-facetoresolvethedoubt.ConfirmfleetcarsstatusandconditionwithmediaandsignVehicleReturnAgreementTakenoteofmilage&oilmeterinfoConfirmtestdrivereportsreleasedate.Informmediaaboutvehicledeliverytime&placeviaphonecalls/SMSthedaybeforedeliveryConfirmthevalidi22、tyofmediasdrivinglicenseandtakephotosbeforedeliveryTakemediaaroundthevehicleandintroduceitfocusingonkeyfeatures,communicationtheme/messagesetc.andanswertheirquestionsregardingvehicleusageMediasigntestdrivedeliverydocumentsincludingMediaTestDriveDeliveryAgreement,MediaTestDriveSafetyGuarantee/Stateme23、nt/Promise,etc.Takenoteofthemilage&oilmeterinfo;Remindmediaaboutvehiclereturningdate.(PRAgencydeliverthevehicletotheirplacesformediaKOLs)Positive Reports:ForwardmediareportstoClientanddocumentitinthemonthlyreportCallmediatoexpressappreciation.Negative/sensitive/distorted reports:Communicatewithmedia24、andproviderevisionsuggestions.Ifmediadoesnotagreetorevisethearticle,PRAgencywilltalkface-tofacewiththemediatocorrectunderstandingofthevehicleMeanwhile,PRAgencywillgenerateriskevaluationforfuturevehiclerequestbythemedia.OverallstatusFrequencyMediaanalysisContentsanalysisMediaclippingsLearningsMediaRe25、portFollowupMonthlyReportAbnormalConditionorWearDownNormalConditionPrepareforNextUsageVehicleCheck CallmediatoconfirmusageconditionandreporttoClient,providingriskevaluationandmakingdetailedrecordFollowupwithrepairingprogressandreporttoClienttimely,makingsurethevehiclesareavailablefortestdriveASAP.车辆26、日常管理室内停放，专人24小时看护，确保车辆安全及突发状况处理公众号营销星球车辆停放每次媒体交车前对车辆外观、内饰、后备厢及发动机舱做细致的清洁对KOL及大片拍摄用车提前请第三方公司对车辆外观及内饰做精洗服务车辆整备新车检查试驾车日常检查车辆检查专属供应商对接，保证易损/消耗件在24小时内更换，如雨刮片、玻璃水、轮胎车辆日常维修车辆检查标准u车外观、车内部、行李箱、发动机盖下检查、内部功能运转测试、举升车辆车下检查、车辆运作及路试、最终检查 不同车型检查略有区分公众号营销星球u检查新车的保险、行驶证、车辆物品（工具、备胎等）u还车检查（发动机、动力系统、制动系统、轮胎、转向系统、传动系统、悬架27、系统、电气系统）u越野车重点检查传动轴u性能车重点检查轮胎车况整备标准形闻声触无可见磕碰、划痕漆面光亮、色泽一致无污迹、水痕、浮土内饰板、皮革无破损怠速、行驶无机械件异响无零部件共振异响密封完好，无异常风噪、胎噪音响系统完好车外无油液挥发、泄露异味车内无食物、污物、汗液异味少量车蜡、皮革保养剂香味满油，满玻璃水、防冻液等油液刹车、雨刷等损耗件完好胎压、电瓶、灯光正常试驾无机械故障车辆定期维护每7500公里/半年保养更换机油、机滤每15000公里保养更换机油、机滤、空滤、空调滤每30000公里保养更换机油、机滤、空滤、空调滤、气滤、火花塞每60000公里保养更换机油、机滤、空滤、空调滤、气滤、火28、花塞、全车油液（刹车油、转向助力油、变速箱油、防冻液等）试驾车事故处理流程事故人报警及联系保险公司报警并填写责任认定书通知TW并描述详情将事故车托运至定损中心保险公司报案及现场勘查保险公司定损事故车维修TW车况检查及提车向客户汇报详细情况人伤事故通知TW并描述详情向客户汇报详情危机处理应对方案医院救治车人车辆维修车辆维修保险维修自费维修事故人报警及联系保险公司开/拖事故车去定损点定损指定4S店维修车辆验收使用指定4S店评估定损汇报及费用确认4S店/A类修理厂维修车辆验收使用为媒体提供便利的试驾辅助小工具，包括：防潮垫：辅助媒体贴身地面摄影使用3M胶带：在媒体拍摄贴车牌使用，同时对车牌进行保护车29、载充电器：如驾驶自己车辆的亲切感内饰百洁布：清理内饰浮灰贴心装备28工作流程文件示例Part III.Part III.Best Cases Best Cases 30生活方式Case:LexusMediaFleetCarManagement大爱狗狗控 Dog FancierShowcasing a dynamic lifestyle of variety with NX via the stories of pets and cars;the report enjoyed 100k+PV and 7k+comments.车主之友 Car OwnersPresents RX owners as30、 people who not only pursue premium lifestyle but also like to continuously challenge themselves,generating 4P reports.31Autohome BBSA story of an ES owner focusing on daily life details and family love,very relevant to ES target consumers.The story was well-received when launched with a PV of 620k+31、.58cheA crossover review of wine and sedan,the Wine Taster managed to connect the characteristics of wine(powerful yet elegant)with the style of IS,communicating a stylish and refined lifestyle.The review enjoyed 150k+PV with 22 reprints.车主形象Case:LexusMediaFleetCarMProvides free ride for lovers on Q32、ixi Festival,leveraging public brand preference.All together 500+people participated in the event with 200k+audience involved.排气管Exhaust PipeProvides a Halloween party guide and showcases the vigorous and fashionable lifestyle of NX owners;The article received 50k PV with 1k+comments.节假日Case:LexusMe33、diaFleetCarManagement33佳友在线 PhotofansVisiting bamboo paper makers in Fuyang city,showcasing the world-first bamboo interior of ES300h and TAKUMI spirit of the brand,received 100k PV.UcarAn in-depth review on the Mark Levinson audio system,focus on the premium quality and present Lexus as the only au34、to partner of Mark Levinson the top audio system maker.Received 300k+PV with 17 reprints.独特亮点Case:LexusMediaFleetCarManagement34Leverageco-brandingcampaignwithDJI,takingphotosofpeople,culture,sceneryandarchitectures,showcasingthestylishexteriordesignofthecarfromauniqueperspective,whilesheddinglighto35、ninnovationtechnologyandTAKUMIspiritoftheproduct.SinaA documentary style program with beautiful picture,showcasing the personal care and TAKUMI craftsmanship of RX 450h via dialogue with craftsmen.The video received 450k+PV.TencentA micro film of light&shadow,showcasing the excellent design,advanced36、 technology and TAKUMI quality of RX via perfect editing and shooting.The video received 500k+PV.创意内容Case:LexusMediaFleetCarManagement35AnRC-themedcreativephotocompetitionthatrecruitsparticipantsonlineanddrawmassattentionwithverycreativeandfunimages,showcasingthesexydesignofRC.Theeventreceived150k+P37、V.创意内容Case:LexusMediaFleetCarManagement36Utilizingthemediafleetcartocarryoutamediadrifttrainingcampwheremediawillinitiatein-depthreportsandattachthetagoffun-to-driveonLexusFRmodels;Alltogether89peoplefromChinasmainstreamautomagazines/websites/newparticipatedintheevent.H5主题活动EstablishtheJDMClubconsis38、tsofChineseeditorswholoveJapaneseperformancecarsandbecomeloyalfansofLexusF,greatlyleveragethelendingrateandreportqualityofFRmodels.Case:LexusMediaFleetCarManagementCase:VWImportMediaFleetCarManagement生活方式Headline:Station Wagons Pursuit of Poems and the Distance-Volkswagen Variant Born for the RoadSu39、mmary:Featuring a handsome appearance,the Variant has a large,practical trunk.The model also offers strong power,which is perfect for long-distance journeys.Case:VWImportMediaFleetCarManagementHeadline:TestDriveofVolkswagenVariantinPrairieSummary:Basedonthreeautoeditorstestdrive,provideadetailedintr40、oductionontheexterior,interior,roomycabinandpowerofVolkswagenVariant,sheddinglightonthepremiumqualityandexhilaratingpowertrainoftheproduct.车主形象Case:VWImportMediaFleetCarManagementHeadline:Bottle Green in Autumn Volkswagen Import the BeetleSummary:The author started with the heritage of Beetle,and ga41、ve detailed introductions of its exterior,interior space and power.It is to be claimed that the charm of Beetle origins from its artistic value and cultural heritage.车主形象Case:VWImportMediaFleetCarManagementHeadline:VolkswagenImportTiguanDemonstratesGerman-styledVehicleSummary:Thehoststartswithacompr42、ehensivecomparisonofhomemadeandimportedTiguan,followedbyareviewontheimportedTiguanincludingsteeringsystem,LCDdisplay,powertrain,spaceandvision,etc.产品对比Case:VWImportMediaFleetCarManagementHeadline:VolkswagenVariant:WhatIsMostAuthenticVolkswagenCarChassisLike?Summary:Mr.XiaDonggivesadetailedintroducti43、onoftheVolkswagenVariantchassisandhowitsecurestheexcellenttranquility,comfortandcontroloftheproduct.技术解析Case:VWImportMediaFleetCarManagementHeadline:Most Durable Volkswagen Import Model in the History Faces Toughest Test主题活动Case:VWImportMediaFleetCarManagement主题活动Headline:Test Drive of Volkswagen Import the BeetleSummary:With the video stream,the author introduced the exterior,interior,space and driving experience of the Beetle,and concluded that it is a model with classic feelings and a lot of female fans.Thank you