Kindle 大阅进 Kindle T2 Cities Expansion Proposal Prepared by Weber Shandwick Digital and Social Media Communications October 2015 Agenda Your Brief Market & Consumer Analysis Our Solution Creative & Programs Measurement & ROI Appendix Slide 2 | Prepared by Weber Shandwick Digital & Social Media Communications | Confidential and Proprietary Your Brief To build up an integrated communication plan to: ? Maintain and develop current 6 T1 cities market performance and further impact onto T2 market. ? Pick up connectors (EA) as low hanging fruit to spread word of mouth; Adapt marketing practice into a larger target group (SS) if budget allows. Slide 3 | Prepared by Weber Shandwick Digital & Social Media Communications | Confidential and Proprietary 数字化阅读接受程度较高，专属阅读设备理念有待发展 数据来源 : 第十二次全国国民阅读调查 电子书阅读器关注度 T1城市品牌关注度已奠定稳定基础，T2城市关注度已初步形成 数据来源 : 百度指数