产品推广计划书
Product Promotion Prospectus
别克君越概述——别克La CROSSE君越，动静不凡，见车见志！
General Description of Buick LaCrosse ——Dynamic or Quiet? The Apple in Your Eyes
我公司的 La CROSSE君越，集通用全球同步的先进平台、国内外优势资源和自主研发于一身，携前沿科技的领先动力和一流的安全技术为您创造纵横驰骋的驾驭快感，豪华配备与考究工艺提供舒适奢华的极品乘坐体验。
Our company's LaCrosse integrates the globally synchronized advanced platform of General Motor, various domestic and foreign superior resources as well as the independent research and development, and adopts the scientific and technological leading power and the first-class safety skill, which creates for you the pleasance of driving freely and quickly, and offers you the comfortable and luxurious riding experience with its luxurious equipments and elegant craft.
君越是我公司在20##年2月22日推出的一款全新中高档轿车，它的定位是在君威和荣御之间，主要竞争对手为天籁、雅阁等。我们推出君越的目的是为了取代君威的位置，占据国内中高档车市场的重要一席。
LaCrosse is a brand-new upscale passenger vehicle launched by our company in February 22, 2006. It’s positioned in between the Regal and the Royaum; main competitors are the Teana and the Accord. Our aim of launching LaCrosse is to replace the Regal and to occupy an important seat in the domestic upscale vehicle market.
一、 产品亮点—创新设计 动感洗练
Ⅰ.Highlight of the new product——a creative design: dynamic and refined
我们这次推出的 La CROSSE君越，天生激情融入血液，倾志于创新与突破；动静相得益彰，造就非凡的驾乘体验。依循别克全球最新设计理念，在东方审美情致的基础上，汇聚欧洲时尚之都的创意精粹，外观动感洗练，线条新锐流畅，勾勒出非凡的刚性美感；内部空间更以高品质建立新一代豪华基准，营造出精致而有力度，高雅而具质感的完美驾乘氛围，开创人性驾驭科技之新风尚；集成前沿科技孕铸的充沛动力与业界领先的宁静舒适科技将动静完美融合，相辅相生。气势在静中产生，动中演绎，大志从容而生。在成功的道路上，往更高的境界迈进。
The heart of our design concept for LaCrosse is to bring forth new ideas and breakthrough old ones. Its dynamism and the quiet ride it offers, as a whole, provide you an extraordinary driving and riding experience. Depending on the newest design concept of Buick group, based on Oriental aesthetic standard as well as gathering originality marrows of the European fashion cities, we designed a dynamic and refined exterior appearance for LaCrosse. LaCrosse has a vigorous and fluent outline which gives a beauty of masculine. The internal space establishes a new criterion of luxury by its high quality and builds a perfect atmosphere of fineness, dynamism, elegance and texture. The design of interior space sets the new wave of human-based driving science and technology. It integrates the dynamism with the field leading tranquil and comfortable science and technology. Dynamism and quietness are perfectly unified to supplement each other. The imposing manner produces in static, interprets in dynamism and great ambitions thus come about which pushes us to make greater strides forward toward a higher boundary on the path of success.
1、 晶钻钨光立体前大灯
1.Crystal tungsten light stereo headlamp
立体三角造型，延伸至钣金面，结合圆形灯体，大胆创新别具神韵，反面钨光结合镜面电镀工艺，充满神秘的黑珍珠质感，令光源投射更集中。灯芯采用双“8”造型新颖别致，美学特征醒目和谐。
Three-dimensional triangle modeling extending to the sheet metal surface along with the round lamp reflects the bold and charming innovation. Tungsten light at the reverse side and the galvanization craft on mirror surface give a mystical sensation of black pearl and makes the light source projection to be more centralized. The wick uses double “8” modeling which is new and unique and also displays striking and harmonious esthetics characteristics.
2、 全新晶灿展翼立体尾灯
2.Brand new crystal open-wing stereo tail lamp
全新设计的晶灿展翼立体尾灯，融入动感洗练的全车线条，俘获更多追随的目光。
Newly designed crystal open-wing stereo tail lamp, along with the dynamic and refined outline of LaCrosse, may attract more eyeballs.
3、 优雅时尚的车尾
3.Elegant and fashionable rear
“前长后短”是现代高档房车的设计主流，动感简练，运动感更强，倾斜的尾窗顺势与尾箱结合，层面分明，凸现立体感。
“Long front, short end” is the mainstream of modern upscale saloon car design, which gives a more dynamic and refined appearance of the car. The inclined tail window is smoothly combined with the tail box; the stratification plane is distinct, showing a stereoscopic effect.
4、 U型一体式引擎盖
4. The U shape integrated engine cap
前车美感特征所在，从A柱倾斜延伸至豪华美观，高档车的经典设计。
It is where the aesthetic characteristics of the front car sit. The U type is the classics design of upscale vehicles.
5、 豪华外后视镜
5.The luxurious outside rear view mirror
低风阻的切面式设计，镶嵌五颗LED转向信号灯，行驶中增添美观，更加醒目。 驾驶员侧外后视镜采用新型双曲率外后视镜，使驾驶视野更加开阔，倒车时自动下倾4°，有效提高行车安全性。
The rear view mirror adopts low wind resistance section type design, embedded with five LED direction signal lights which increases beauty and makes the car more striking. The driver-side external rear view mirror is the new double curvature rear view mirror which gives a broader vision to the driver. When backing the car the mirror automatically declines 4°, which enhances the driving security.
6、 黄金比例车身设计
6. Gold proportion body design
肩线上移，以肩线为界，形成舷窗与车身黄金分割的完美比例，诠释了当今高档车的设计趋势。挑高腰线从车头划过车侧直到车尾，延伸出钻石切割面的尊贵视觉效果。
The shoulder line is moved up, which forms a perfect gold proportion of the porthole and the body of the automobile and interprets the design tendency of nowadays’ upscale vehicle. The waistline extends from the head, through the side to the tail, and gives a honored visual effect of diamond facet.
7、 U形别克盾中控台
7. U shape Buick
设计一体化的中控台，从左到右一体化包覆；自上而下三层依次是娱乐区、信息区、空调区，全新布局的按键一目了然；外侧镶嵌镀铬金属饰条，与桃木饰板交相辉映凸现尊贵与豪华的质感。
The middle console, from left to right, is coated in integration; from top to down are divided into three areas: the entertainment area, the information area and the air conditioning area. The pressed key with new layout is clear; the outside is embedded with chrome-plating metal strips, along with the peach wooden decoration board, gives a sense of dignity and luxury.
8、 流线型车身线条
8. The streamline form body
一气呵成的弧形曲线，造就流线运动型气质，和流畅利落的车侧切线相互辉映，给人刚柔并济之感。
The coherent arc curve brings up a streamline motile mode and reflects mutually with the smooth and agile vehicle side tangent, which couples the hardness with softness.
9、 三维设计环状仪表
9. Three dimensional design ring-like measuring appliance
“三维立体”的层次感由外延伸到内，动感科技风格，立体感强，屏幕的倾斜角度更加适合人体工学，数据读取，一目了然。
The three dimensional stereovision extends from exterior to interior; motile science and technology style; high stereoscopic effect; the angle of inclination of the screen suits more to the kinesiology; data reading is very clear.
调。
10、多功能核桃木方向盘
10. The multi-purpose walnut steering wheel
核桃木方向盘，控制键布局合理且实用，与中控台的“U”形设计融为一体，镶嵌其中的“BUICK”镀铬标志更增添了一种豪华的感觉，在车辆起动前就让人对其质量有信。
Walnut steering wheel with reasonable and practical control key layout integrates into the “U” shape design of the middle console. The chrome-plating symbol of “BUICK” embedded increases the feeling of luxury and makes people confident to its quality before starting the vehicle.
10、 车顶鲨鱼鳍天线
11. The roof shark fin antenna
造型有阳刚之美，增强GPS卫星接收信号。
The modeling has a beauty of strong manliness and strengthens the GPS satellite receiving signal.
12、“Ω”式独特轮罩设计
12. “Ω” shape unique wheel cover design
玛莎拉蒂一般的超大轮拱，首次在车身侧面创造出代表经典与高贵的Ω造型，完美演绎运动与豪华相结合的不凡魅力。
Maserati-like ultra bull wheel arch, creates for the first time in the automobile body side the noble “Ω” shape representing classic and elegance, perfectly deducts the extraordinary charm of the dynamism unifying luxury.
13、隐藏式排气管设计
13. The hideaway type exhaust pipe design
增加后方外观视觉的整体性效果。
This design increases the overall vision effect of the outward appearance.
14、节能环保
14. Energy conservation and environmental protection
纯净电能配合高效发动机，从容达到欧IV排放标准。
Pure electrical energy combined with highly effective engine, achieves the European IV emissions standard calmly.
智能停机功能，怠速时发动机自动停转，实现怠速0排放。
Intelligent engine off function; when idling the engine stops automatically and realizes 0 emissions.
二、 别克君越价格
Ⅱ.Price
La CROSSE君越，适合人群很广，虽然不同的款式车型有不同的价格，但是总体来说基本在20万元到30万元左右。
Buick Lacrosse suits a very broad range of people. Different models have different prices, but generally speaking they are basically about 200,000 Yuan to 300,000 Yuan.
三、 君越的优缺点
Ⅲ.Advantages and disadvantages
四、 适合人群
Ⅳ.marketing target
人们都说买车像娶老婆，不买贵的，只买对的，无论有多少财富，适合自己的车型才是最佳车型。
Just like the saying goes, buying a car is just like getting a wife: choose the suitable one rather than the expensive one. No matter how much money you have, the car fitting for you is always the best choice.
我们的 La CROSSE君越有着清楚的定位，君越的驾驶舱中并不会另驾驶者体验到更多的驾驶乐趣，而更多的重点放到了“坐在后排位置的人”，所以在后悬挂的设计中，也让我们颇费了心思，严格的说，君越是一款在后排乘坐极为舒适的轿车。在公司用途上俨然是一款标准的行政级用车，更有香港的算命师表示君越的前车头的车灯与头部部分呈“8”字，意指此车旺财。平稳的底盘和并不十分出色的加速力，众多媒体比喻这款车是一款适合律师开的车，不温不火。而作为家用，君越宽敞的空间，超长的轴距，可媲美宝马X5的室内静音效果，绝佳的安全性，加之平稳的底盘更是适合一家三口市区出行的绝佳选择。
LaCrosse has a clear position. It can not bring more driving pleasure to the driver, instead, it focuses more on “the people sitting at the back”, therefore, we quite give lots of care to the design of the rear suspended. Strict saying, LaCrosse is a sedan that gives extreme comfort to the passenger sitting at the backw. It is standard for business use. Even more, some fortune tellers in Hong Kong said that the headlights and the forehead of LaCrosse are in “8” shape which means this car may bring great fortune to the owner. This car is compared by some media as the car suiting perfectly the attorney because of its steady chassis and the not splendid accelerating force. For family use, LaCrosse has spacious space, the ultra long spread of axis, room sound muting effect which may compare favorably with BMW X5, reliable security, and steady chassis. It is certainly a wonderful choice for family of three going for urban travel.
总之，如果你期望的是激情与速度，请不要选择君越，如果你选择的是成熟与稳重，这款车无论在事业还是家庭，都是非常好的伙伴！
In brief, if you expect for passion and speed, please do not choose LaCrosse; if your expectations are maturity and steadiness, this type of car is a great partner for business and family uses.
五、推广
Ⅴ.Promotion
（一）、广告
1. Advertisement
1、 电视广告
a) TV advertisement
我们根据中国市场的需求，符合人们的心里，设计制作了一系列适合在中国市场推广的电视广告。充分体现了君越的亮点：动静不凡，见车见志！
According to the needs of the Chinese market, we designed and produced a series of TV advertisements which is suitable to the Chinese market. Those advertisements all reflect the spotlights of LaCrosse: extraordinary combination of dynamism and quietness.
II. 宣传海报
b) Advertising posters
我们同样根据人们的心里和市场的需求设计制作了一系列海报。显示在各大广告牌以及地铁广告牌上。
We also designed and produced a series of posters according to consumers’ psychology and market needs. Those posters are posted on big billboards and subway billboards.
（二）、免费保养活动
2. free maintenance
五月起在我公司购买别克君越即可获赠10次保养，使顾客的免费保养次数升级到12次，大大减轻了顾客的保养费用。另外，顾客还有机会获赠全车保险或千元精品装饰！
From May, anyone who buys LaCrosse can get 10 time free maintenance, which increases the free maintenance times to 12 times and greatly reduces customers’ maintenance expenses. Besides, customers may have the chance to be awarded insurance for her/his whole car and some fine decorations worthy 1000 RMB.
（三）关怀服务
3. Caring services
1、 保修保养政策
a) Repairing and maintenance policy
我们将为所有本公司生产并经合法保修注册登记、正常使用的汽车产品提供24个月或6万公里（两者以先到达者为准）的有限质量保证服务，其修理范围是修正所有在质保期内与材料质量和制造工艺有关的车辆缺陷。所需修理可采用新的或是再制造的零部件。
We provide 24-month or 60 thousand kilometers limit quality guarantee to the cars produced by our company. Those cars should get registered legally and be operated normally. The repairing range includes any vehicle defects regarding to the quality of materials and producing technologies within the guarantee period. New and reproduced parts can be used for repairing.
2、 贴心服务流程
b) Intimate Service procedures
预约—接待—预检—维修作业—质检—交车准备—结账交车—后续跟踪服务—预约
而在流程的每一项工作中，我们都会请顾客做信息反馈，以便我们更好的为顾客提供服务。
Appointment - reception - preventive maintenance - service work - quality testing - hands over the vehicle preparation - pay up and hands over the vehicle - following track service –appointment
At every step we ask the customer to make information feedback in order to provide better services to our customers.
3、 星月服务
c) Night services
我们将首家启动“星月服务”，推出19:30至22:00的夜间车辆预约维修保养，顾客可提前预约工位，特约售后服务中心将为顾客提前做好维修准备，让顾客的爱车在夜间享受同等高品质的维修保养，方便顾客从容安排私人时间，尽享一个完整的白天。
we are the first to start “the night service”. We provide night vehicles maintenance services from 19:30 to 22:00. The customer may make an appointment ahead. The special post-sale service center will make good preparation in advance and provide to customer's love vehicle coequal quality maintenance services. The customer can arrange her/his personal time calmly, and will enjoy a complete daytime.
（四） 试乘试驾
4. Driving and riding trials
在真正拥有一辆别克之前我们可以提供顾客试驾机会，顾客可尽情体验驾驶感受。只需在线登记个人驾驶信息，即可完成在线试乘试驾预约。
Before buying the vehicle, we provide a driving and riding trial to our customers. To make a driving trial appointment our customers only need to register self-information on internet.
（五）2009别克高尔夫挑战赛
5.2009 Buick golf challenge campaign
我公司为别克车主和高球爱好者举办的“激情挥洒，志行千里—— 2009别克高尔夫挑战赛”现已全面启动。
The 20## Buick golf challenge campaign held by our company has already launched.
自20##年别克在中国携手高尔夫运动至今的七年间，吸引了众多别克车主和国内外高球爱好者的热情参与，而世界顶级选手Tiger Woods和中国高球第一人张连伟先生的加入使05至08年的赛事在业内倍受瞩目。今年，我们将倾力把本次盛会打造成国内最具专业水准的高端业余赛事，以实现别克“大气、现代、激情进取、彰显成就”的品牌精神与高尔夫文化的更深层结合。
From 20## when Buick joined in Chinese golf movement until now it’s already seven years. During the seven years the movement has attracted many Buick vehicle owners and international golf lovers to participate in this campaign. The participation of the world top contestant Tiger Woods and the Chinese golf top man Mr. Zhang Lianwei attracts more eyeballs for this sports event during 20## to 2008. This year, we will do the best we can to make this grand event to be the most specialized high-end amateur competition in the industry. Through this campaign, the brand spirit of Buick, “generosity, modern, enterprising, achievement”, will be deeply associated with the golf culture.