Jaguar XFL + 滴滴 合作运营项目策划方案 Cooperation Project Strategy Oct. 2nd @UNI Group 1 1 背景概述 Background Summary 荟萃捷豹XF系列车型精髓，及其屡获殊荣的成功经验，青出于蓝的全新XFL荣耀诞生 New XFL: collection of the essence of JAGUAR XF series and the experiences of their success 全新XFL 最风尚的商务座驾 The most fashionable business sedan 主要竞品 Main Competitors： Mercedes E-Class /Audi A6L /BMW 5er 合作需求 BRIEF 投放车型：全新上市XFL Vehicle Model: new XFL 投放时间：2016年11-12月，活动城市：北京，上海，广州，成都，深圳 Time: Nov. – Dec. 2016 in Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen 合作要求：提升品牌车型知名度，促进收集销售线索 Partner Requirement: improve brand public awareness & sales leads 合作需求 Cooperation Brief 2 策略分析 Strategy Analysis 虽然是声望与实力兼具的品牌，在中国却始终不是第一选择 Yet a brand with such popularity and strength was never the first choice in China. 2016年上半年中国豪华车品牌销量排名 Luxury Vehicle Sales Volume Ranking of 1st Half Year 2016 288,908辆 232,997辆 215,257辆 53,156辆 46,179辆 45,818辆 数据来源：网络平台 我们眼中的捷豹＝大众认知的捷豹 What we see in JAGUAR ＝ what the crowd sees in JAGUAR 大众认知的浅显与匮乏，是JAGUAR中国所面临的首要困境 The prime problem that JAGUAR China faces is lack of common understanding 或许人们知道并认同捷豹品牌（与BBA同等甚至更高） Probably people know and acknowledge JAGUAR (equal to or superior to BBA) 但因为缺乏相应的深入了解，而不会在购买时 将JAGUAR列考虑范围 But they will not consider JAGUAR as an option due to lack of in-depth knowledge