【作者】 刘晓蓉；

【导师】 周凯；

【作者基本信息】 南京大学 ， 新闻与传播硕士（专业学位）， 2016， 硕士

【摘要】 Uber南京大学生拼车活动营销传播方案是基于南京优步思考开拓年轻大学生群体市场的战略思维,结合当下南京优步主推“人民优步+”拼车功能的背景下设计的。旨在打造南京优步与年轻大学生共同成长的情感联系,加深年轻大学生对于优步品牌及拼车产品的认知与记忆。针对南京优步当下面临的亟待引导和培养拼车的消费习惯,并希望开拓大学生群体的长尾市场的需要。本策划提出的核心问题是:如何利用低成本的营销传播组合精准触达大学生目标用户,引导其选择优步及“人民优步+”拼车服务。通过分析内外部环境、对比竞品、洞察目标受众大学生群体特点及媒介使用习惯,提出营销传播的目标是让大学生群体了解优步品牌并使用“人民优步+”拼车产品。并思考在创意层面,如何以让优步在年轻大学生眼中看起来“更有趣更拼”;在传播层面,如何低成本触及更广泛的年轻大学生群体。在策略上,本文提出“整体策略”、“拉动策略”、“推动策略”三位一体的核心策略,主线聚合的活动策略和精细化的媒介策略。在此基础上,本策划从“爱拼才会赢”这一核心理念出发,分阶段设计了营销传播活动,整合线上互动、事件营销、专属促销、校园比赛等多种营销传播工具以形成一致的印象,并逐步达到营销传播目的。在传播上,积极拓展新媒体与自媒体渠道,选择以线上媒介为主,线下户外广告为辅的媒介投放组合,配合营销传播活动,集中投放目标受众接触度和关注度最高的媒体。此外,制作了详实的预算规划、效果评估和可行性分析。最后,总结了整个方案设计的亮点和不足之处,希望能够为南京优步的营销与传播带来一定的借鉴意义。更多还原

【Abstract】 The marketing communication plan about events of Uber Nanjing for university students carpooling is based on the thinking strategy of developing the market of young students in university and the new carpooling function called People’s Uber plus be promoted recently.The plan aims at creating the emotional link for young college students with the impression that Uber Nanjing will grow with them together,to enhance young college students’ recognition and memory of Uber brand and its carpooling product.In views of the problems that Uber Nanjing faced now to guide and cultivate consumers’carpooling habit,and to develop university students’ carpooling long-tailed market.The plan figures out a core problem that how to reach target consumers precisely by mixing marketing communication tools with lower cost and guide them to select Uber and UberPOOL.Through analyzing the inside/outside environment and competitors’ situation,and exploring university students’ characters and media usage,the plan sets the goal to get university students know and use UberPOOL.At the same time,the plan points out that in the aspect of creativity,we should make Uber more interesting in university students’eyes;in the aspect of communication,we should target them broadly with lower cost.The plan also comes up with core strategy of profile,pull and push,activity strategy with main thread,and media strategy of specific ways.On that basis,the plan starts from the core concept of "to struggle then win",and designs marketing communication events into three periods.And the plan integrates various marketing communication tools like online interaction,event marketing,customized promotion and campus competition to make consistent impression and achieve marketing communication goals step by step.In the aspect of communication,developing new media channels;choosing online media main channels and outside door advertisements as supplement;launching medias with higher attention for university students.Besides,the plan includes budget,evaluation and feasibility analysis.Finally,I conclude the highlights and shortcomings of the whole plan with the wish to provide experiences and references for Uber Nanjing.更多还原