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2012年10月10日,别克昂科拉ENCORE作为首款面向国内主流市场的紧凑型SUV车型在广州发布上市。这款车专门为新崛起的80后年轻一代进取新锐量身打造。针对首次购车人群的用车需求,为他们提供除传统三厢车、两厢车外的全新SUV选择,同时也开辟了15-20万元价格区间高档紧凑级SUV蓝海市场。同时,别克也希望在这样一个新的细分市场,能够进一步深化“动感、科技、进取”的品牌形象。在昂科拉将要上市时,别克方面并没有将这款车的上市推广交给以往合作的广告公司,而是面对多家广告公司,组织了一次比稿。
On October 10, 2012, Buick Angkor ENCORE was released in Guangzhou as the first compact SUV to be sold in China’s mainstream market. The car is tailor-made for the new, rising generation of the younger generation. For the first time car buyers car needs, providing them with the new SUV choice in addition to the traditional sedan, hatchback car, but also opened up the 15-20 million price range high-end compact SUV Blue Ocean market. At the same time, Buick also hope that in such a new market segment, to further deepen “dynamic, technology, aggressive ” brand image. When Angkor is about to be listed, Buick did not hand over the promotion of the car to advertising agencies that used to work with it. Instead, it faced a number of advertising agencies and organized a ratio draft.