GUANGGAOCEHUAYUQICHEYINGXIAO

　　摘要：广告策划的立足点是企业。企业做广告是向广大消费者宣传产品用途、质量、展示企业形象的商业手段。商业广告的策划和创意是一个“大胆设想、小心求证”的过程。汽车较其它商品具有高附加值的特性，做广告尤其可视广告可以突出整车独有的高档商品非凡之气势，使消费者更加了解其产品性能，对汽车营销会发挥更大的作用。

　　1、GUANGGAOCEHUAYUQIYEFAZHAN

　　GUANGGAOCEHUADELIZUDIANSHIQIYE。ZUOGUANGGAOSHIQIYEXIANGGUANGDAXIAOFEIZHEXUANCHUANQICHANPINYONGTU、CHANPINZHILIANG，ZHANSHIQIYEXINGXIANGDESHANGYESHOUDUAN。ZAIZHEIZHONGSHANGYESHOUDUANDEYUNYINGZHONG，QIYEHEXIAOFEIZHEDOUJIANGSHOUYI。QIYEKAOGUANGGAOTUIXIAOCHANPIN，XIAOFEIZHEKAOGUANGGAOZHIDAOZIJIDEGOUMAIXINGWEI。BULUNSHICHUANTONGMEIJIE，HAISHIWANGLUOCHUANBO，DAIJIRENMENDEGUANGGAOXINXIWEIRENMENTIGONGLEFEICHANGFANGBIANDEGOUWUZHINAN。YINCI，ZAIDANGQIANDEXINXISHIDAI，WOGUODEQICHEQIYEYINGYUNYONGDUOZHONGMEITIZUOGUANGGAO，XUANCHUANBENQIYEDECHANPIN，FOUZEHUIYIWUSHIJI。

　　ZUOSHANGYEGUANGGAOSHIDAYOUXUEWENDE，QIYEYINGGAIGENJUZIJIDEJINGJISHILIHECHANPINTEXINGXUANZEHESHIDEMEITI。GEZHONGMEITIDOUYOUZISHENDEZHANGCHU，YEYOUBUKEBIMIANDEXIANGDUIDUANCHU。ZIJINXIONGHOUDEQIYEKEYICHIJUZI，QIANGZHANYOULIDISHI，ZUODAXINGLUPAIGUANGGAOHUODENGXIANGGUANGGAO。JINGJISHILIYIBANDECHANGSHANG，RUGUOBUYUANYIZAIGUANGGAOSHANGGUODUOTOURU，ZEGENGYOUBIYAOLEJIEGEZHONGMEITIDEXUANCHUANTESE，YIBIANYOUDEFANGSHIDIJINXINGGUANGGAOCEHUA。BAOZHIGUANGGAOSUIRANDUZHEZHONGDUO，DANBAOZHIBUYIBAOCUN，KANDENGDEGUANGGAOHENKUAIHUIBEIDUZHEYIWANG；QIKANGUANGGAOYIBAOCUNQIESECAIXIANYAN，DANGUANGGAOFEIJIAOGAO；DIANSHIGUANGGAOHUAMIANSHENGDONGHUOPO，DANZHUANSHUNJISHI；DIANTAIGUANGGAOBUSHOUSHIJIANHEDIDIANDEXIANZHI，NENGGOUSUISHISHOUTING，DANZHINENGWENQISHENG，BUNENGJIANQIXING。

　　GUANGGAOCEHUAYAOGENJUMEITIBUTONG，ANPAIBUTONGDEQIUSUNEIRONGHECHUANGYISHOUDUAN。QICHEJIAOZHIQITASHANGPINJUYOUGAOFUJIAZHIDETEXING。GUANGGAOPAIKEYITUCHUZHENGCHEDUYOUDEGAODANGSHANGPINFEIFANZHIQISHI；DIANSHIKEYIBIAOXIANQIYUZHONGBUTONGDECHEXINGHEDONGLIXINGNENG；BAOZHI、QIKANZENENGGOUXIANGXIJIESHAOCHELIANGDEYOUHAO、FADONGJIPAILIANGHEXIANGGUANPEIZHI。QICHESHIYIGESHIYINGXINGBIJIAOQUANMIANDEDAZONGSHANGPIN，TANENGJIYUQIYEDEGUANGGAOCEHUAZHEFAHUIJUDADEXIANGXIANGLIKONGJIAN。

　　QIYEZAIZUOGUANGGAOCEHUADETONGSHI，YESHIYANJIUXIAOFEIZHEGOUMAIXINLIHEGOUMAIXINGWEIDEGUOCHENG。GUANGGAOCEHUADEYUANZESHIRANGXIAOFEIZHE“XIWENLEJIAN，MINGBAIKEQINHUOXUANNIANNANWANG”。XIAOFEIZHERENKELECHANPIN，QIYECAIHUIYOUGUANGKUODEFAZHANQIANJING。

　　2、GUANGGAOCEHUAYUGUANGGAOCHUANGYI

　　GUANGGAOCEHUAJUYOUGUANGKUODEKONGJIAN，RUGUOYUQIYEFAZHANGUIHUARONGWEIYITI，QILINGYUZEGENGJIAGUANGFAN。TAHENGXIANGYANJIUXIAOFEIQUNTIDENIANLING、XINGBIE、ZHIYESUODAOZHIDEXIAOFEIXINGWEI，BINGGENJUQIXIAOFEIYIXIANGWEIZHIXUANCHUANQIYEXINGXIANGHECHANPINTEXING；TAZONGXIANGJIANGGUANCHUANYUCHANPINDEZHENGGEXIAOSHOUGUOCHENG，GENJUCHANPINDECHENGZHANGQI、CHENGSHUQIZHIDINGXIANGYINGDEZHONG、ZHANGQIGUANGGAOJIYINGXIAOCELVE。

　　GENJUJUTIGUANGGAOANLI，SHOUXIANYAOMINGLEGUANGGAOCEHUADEDUIXIANG，YEJIUSHIJUTIDEQIYEHECHANPIN。ZAICIJICHUSHANGZHIDINGGUANGGAOCEHUADEFANGAN。GUANGGAOCEHUAFANGANZENYANGBIEKAISHENGMIAN，ZENYANGCHUQIZHISHENG，QUANKAOGUANGGAOCEHUARENDEZHIHUI。GUANGGAOCEHUAWANCHENGZHIHOU，ZAIJINXINGXIAOGUOPINGGU。ZHEIYANG，YITAOWANZHENGDEGUANGGAOCEHUAJIUGAOYIDUANLUO。WOMENKANDAO，YIXIECHANGJIADEXINKUANJIAOCHESHANGWEIWENSHI，QIYEDEGUANGGAOCEHUAJIUYIJINGKAISHIYUNZUOLE。RU：XINCHENATIANXIAXIAN，XIAXIANCHANGJINGRUHEBUZHI，SHENMERENCANJIAXIAXIANYISHI，QINGSHEIJIANCAIDENGDENG，DOUYAOGUANGGAOBUMENZHOUMIDEANPAIHECEHUA。SUIZHEXINCHETOUFANGSHICHANG，GUANGGAOCEHUAYOUYAOZAIGUANGGAOYUSHANGXIAGONGFU。ZENYANGNENGDADONGXIAOFEIZHE，ZENYANGYIZUIJINGLIANDEYUYANNANGKUOQIYESHILI、CHANPINPINZHIHEFUWUCUOSHI，ZENYANGZAIJINGXINCEHUADEGUANGGAOZHONGJIEZHUGAOYISHUSHUIZHUNDEGUANGGAOCHUANGYILAICHANSHENGGUANGGAODEHONGDONGXIAOYING，DOUYINGZIXIKAOLV。

　　GUANGGAOCEHUASHIYIGEGUOCHENG，ZHEIGEGUOCHENGYAOKAOGUANGGAOCHUANGYILAIJUTISHIXIAN。GUANGGAOCHUANGYIRUTONGGUANGGAOCEHUAHUIXIADEYIGEGEZHANYI。TAZAIGUANGGAOCEHUADEZONGZHIHUIXIA，YIBUTONGDEXUANCHUANXINGSHILAIWANCHENGGUANGGAOCEHUADEJIHUAHERENWU。GUANGGAOCHUANGYIDECHENGGUOJIZAIHEQINGHELIZHIZHONG，YOUCHANGCHANGCHURENYILIAOZHIWAI。YOUDEGUANGGAOCHUANGYIXIANGSHENLAIZHIBI，YOUDEGUANGGAOCHUANGYIRUHUALONGDIANJING，JIRENYIQIONGQIJINQUEYOULIUANHUAMINGZHIGAN。SHANGYEGUANGGAODECEHUAHECHUANGYISHIYIGE“DADANSHEXIANG，XIAOXINQIUZHENG”DEGUOCHENG。ZAIGUANGGAODECEHUAZHONGKEYICHICHENGXIANGXIANG，ZAIGUANGGAODECHUANGYIZHONGYAOZHOUMIXIZHI。SUOYISHUO，GUANGGAOCEHUASHIHONGGUANDE，GUANGGAOCHUANGYIZESHIWEIGUANDE。GUANGGAOCEHUASHIGUANGGAODELINGHUN，ERGUANGGAOCHUANGYIZESHIGUANGGAOLINGHUNDEBIAOXIANXINGSHI。

　　CONGMUQIANGUONEIYIFABUDEQICHEGUANGGAOLAIKAN，CHUANGYIXINGZHIDEGUANGGAOJIAODUO，CEHUASHIDEGUANGGAOXIANGDUIPINFA。YOUDEPINGMIANGUANGGAOXIANGBAIDITAN，BAFADONGJI、ABS、ANQUANQINANGDANGZUOXIAOSHANGPINYICIBAIQI，QUEFADAQI；YOUDEDIANSHIGUANGGAOZHIJIANYILIANGQICHEFEIBENERQU，QIGUANGGAOYUQUEBUZHISUOYUN，BUJINMEIYOUHUIWEI，HAIRANGRENYISHITINGBUMINGBAI。SHANGPINGUANGGAOYAOZAIDUCHUXINCAIDECEHUAJICHUSHANG，JIASHANGJINGMEIJUELUNDEYISHUCHUANGYI，CAINENGRANGXIAOFEIZHECONGGUANGGAOCEHUA、CHUANGYISHUIZHUNZHONGGUANZHONGKUIBAO，SHINIDEQIYEZAIXIAOFEIZHEXINMUZHONGLIUXIAYIGEXIANRENWEIZHUDEHAOYINXIANG。

　　3、GUANGGAODEXINGSHIYUXUANZE

　　BIZHERENWEI，QICHEGUANGGAODECHUANGYIYINGGAIJUYOUHUIHONGQISHI。YUANYINSHIQICHESHIDAZONGSHANGPIN，SHEJIDENEIRONGHENDUO。XIANGCHESHENZAOXING、FADONGJIPAILIANG、CHANPINJIAGE、YOUHAO、HUANBAODENGDENGDOUSHIGUANGGAOQIUSUDEYAODIAN，SUOYIZUIHAOZAIDUIWAIXUANCHUANSHIDUOZHUNBEIJIZHONGGUANGGAOBANBEN。ZHENDUIBUTONGDIQU、BUTONGXIAOFEIRENQUNDEBUTONGXUQIU，CAIQUBUTONGDEXUANCHUANXINGSHI。MEIGEBANBENBUBIMIANMIANJUDAO，DANYAOYOUZIJIDECEZHONGMIAN，LIQIUYIZUIJIAXINGSHIDECHUANGYILAIBIAOXIANZUIJIAXUANCHUANDEZHUTI。ZAIJINGJIJIAOFADADEDIQUYINGTUCHUQICHEPEIZHIGAODEYOUSHI；ZAIJINGJIGANGGANGQIBUDIQUZEYAOTUCHUJIAGEDIDEYOUSHI；ZAIZHISHICENGCIJIAOGAODEQUNTIZHONGZUIHAOTUCHURENWENLINIAN。MOUGEDIQUDEXIAOFEIZHEGUANXINSHENME，WOMENJIUZHONGDIANGAOSUTASHENME，ZHIYOURANGXIAOFEIZHEMINGMINGBAIBAIDIXIAOFEI，QIYECAINENGDAKAIXIAOSHOUJUMIAN，GENGDUODIZHANLINGSHICHANGFENE。

　　QICHEBIQIYIXIEJISHUFUJIAZHIJIAODIDECHANPIN，QIKECEHUADENEIRONGHEFANWEIGENGJIAKUANKUO。GUANGGAOCEHUAYINGCONGZHENGTIYINGXIAOFANGMIANKAIZHANGONGZUO，CAIYONGDUOZHONGXINGSHI。RU：YOUJIHUADIZUZHIYIXIEYOUYIYIDEDAXINGSHEHUIHUODONG，JIJICANJIASHEHUIGONGYISHIYE，ZAIQUDESHEHUIXIAOYIDETONGSHI，TIGAOQIYEDESHEHUIYINGXIANGLIHECHANPINDEZHIMINGDU，ZHEISHIBUYIGUANGGAOXINGSHICHUXIANDEZUIWEIRENMENSUOJIESHOUDEXUANCHUANFANGSHI。YUANTIANQIGONGSIZAI2001NIANCHENGGONGJUBANDEXIALIJIAOCHE“XIZANGXING”，YANTUSHIGUOSHIDUOGESHENGSHIZIZHIQU，XUANCHUANFANWEIZHIGUANGQIANSUOWEIYOU，JIZHANSHILEXIALIJIAOCHEBASHANSHESHUIDEYOULIANGXINGNENG，YOURANGSHIRENLINGLVELETIANJINRENFEIFANDEQIPO。ZAIGUANGGAOCEHUADEYUNCHOUWEIWOZHIZHONG，CHUANGZAOLEJIAOCHEYONGCHUANGXUEYUGAOYUANWURENQUDESHENHUA。

　　ZAIRU，YUANZHUZAIQUJUANKUANJUANWU；ZHICHIXIWANGGONGCHENGZHUXUEZHUCAN；JUXINGQICHELALISAIDENGDOUNENGGOUYISHEHUIXIAOYIDAIDONGJINGJIXIAOYI，QUDESHANGPINGUANGGAOSUODABUDAODESHEHUIYINGXIANGLI。

　　4、GUANGGAOCEHUADETIANSHIYUDILI

　　JIAOCHEJINRUJIATINGJIJIANGCHENGWEIDANGJINZHONGGUODESHISHANGHECHAOLIU，QICHEGUANGGAOCEHUAYINGGAIBAWOSHIDAIDEMAIBO，ZHUAZHUDANGJINSHIDAIFAZHANZHONGCHANSHENGZHONGYAOYINGXIANGDESHIJIAN，NONGMOZHONGCAIDIDASHUYIBI，JIRENYITINGJUEYUSHIJUEDEJUDACHONGJI，CAINENGZAOCHENGFEIFANDEYINGXIANG。

　2008NIANBEIJINGAOYUNHUISHIYIPIANDAWENZHANG，6NIANHOUBEIJINGDECHUZUCHEYOUGAIGENGXINHUANDAILE，GUOCHANDEZHONGGAODANGJIAOCHEJIESHINENGFOUJIEGUANBEIJINGDECHUZUCHEDIPANSHIYIGEZHIDECEHUADEDACAN。ZAIBEIJINGJUBANAOYUNSHENGHUIZHISHI，SUIZHERENSHIHOUCHENGSHUDESHANGYEYUNZUO，SHICHANGBUKENENGWANQUANYOUZHONGGUOCHANPINLAIZHUZAI。ZHONGGUODEQICHE，YOUQISHIJIAOCHEMIANLINZHEYUGUONEIHEGUOWAIZHONGDUODUISHOUJINGZHENGDEKAOYAN。CONGXIANZAIKAISHIQICHEYINGXIAOZHUYISHULILIANGHAODEQIYEXINGXIANGHEPINPAIYISHIYIWEISHIBUZAO。6NIANGUANGYINWEIQIYEJIATIGONGLECHONGFENDEMOUHUAHEFAZHANDEKONGJIAN，ZHENXIZHEIGETIANCIDEBAINIANJIYU，RANGSHIRENTONGGUOAOYUNHUILAIRENSHIZHONGGUO，RENSHIZHONGGUOZHENGZAIXUNMENGFAZHANDEQICHEGONGYE!

　　BEIJINGAOYUNHUIJIGUANGGAOCEHUATIGONGLEWUXIANSHANGJI。SHANGPINGUANGGAOYIZHICHUZAIJINGJIFAZHANDEQIANYANZHENDI，GUANGGAOCEHUANENGLIDEGAODIBIAOZHIZHEYIGEGUOJIADEJINGJIFAZHANSHUIPING。SHANGYEGUANGGAOFAZHANSHUIPINGSHITIXIANYIGEGUOJIAGUOMINJINGJIDEQINGYUBIAO。QICHECHANPINDEGUANGGAOSHUIPINGZUIJUDAIBIAOXING。ZAIGUOJIXINGDEDAXINGHUODONGZHONG，QICHEGUANGGAOYINGZHANYOUZHONGYAOYIXI。

　　WEISHIYINGJIAOCHEJINRUJIATINGDEXUYAO，GUONEIDAXINGCHEZHANCIQIBIFU。LIYONGCHEZHANJIZHONGLILIANGXUANCHUANZIJICHANPINDEJIHUIBUKECUOGUO。BICHEXING、BIPEIZHI、BIXINGNENG、BIHUANBAO、BIJIAGE、BIFUWUJUNZAIGUANGGAOCEHUAZHIZHONG。YOUQISHIZHENGCHECHANG，JUEBUNENGYINGUANGGAOCEHUALUOWUERDIUDIAOSHICHANGFENE，ZAIQITADIFANGSHENGDIANQIANER，YEBUNENGYASUOGUANGGAODETOUREN。ZHANTAIDEMIANJIYAODA，DENGGUANGBUZHIYAOQIANGYAN，CHEMOXIAOJIEYAOZUILIANGLIDE，ZHEIJIUSHISHANGPINJINGJIHUANJINGXIADEQICHEGUANGGAOSHILIDABIPIN。

　　5、GUANGGAOYUDETANSUOYUTEDIAN

　　GUANGGAOCEHUAYEHAO，GUANGGAOCHUANGYIYEBA，DOULIBUKAIGUANGGAOYUDEZHICHI。YIZHONGGUANGGAOYU，TAPINGZHERIYIJIYEDEKUANGHONGLUANZHA，RENMENBEIDONGDIJIXIALE，XINGYUNDIHAINENGCHENGWEIERGE；LINGYIZHONGGUANGGAOYUZESHIYIYUDAOCHU，HUOJIRENYISHIPOTIANJINGBANDEZHENHANRANGRENJIUJIUBUNENGWANGHUAI。GUANGGAOYUHUABUZAIDUO，ERZAIJING。QIANJINIAN，MOUYIYAOCHANGZUO“CHANGCHONGQING”DEGUANGGAO，GUANGGAOYUZHIYOULIANGZI：“LIANGPIAN”，RANGRENJIYIZHIJIN。QICHEGUANGGAOZUIWEIRENSHUZHIDEMOGUOYUFENGTIANQICHESUOZUODE：“YOULUJIUYOUFENGTIANCHE”DEGUANGGAOYU，BAFENGTIANJIAOCHEYONGYUZUOKAILUXIANFENGDEJINGSHENBIAODADELINLIJINZHI。

　　GUANGGAOYUJIYAOJINGCAI，YOUYAOYUQIUSUDENEIRONGXIANGWENHE。JICIBUDAYI，JIHANHUBUQING，JIQIANQIANGFUHUI。ZAIHAORUYANHAIDESHANGYEGUANGGAOZHONG，QICHEGUANGGAOYAOLIQIUDUOYIXIEWENHUANEIHAN，ZAIDUOYIXIERENWENTESE。

　　6、JIESHUYU

　　GUANGGAODEZUOYONGSHIRANGQIANZAIDEXIAOFEIZHECHENGWEISHIJIXIAOFEIZHE，BULUNSHIXIAOGUOPINGGUHAISHIJIEGUOKAOHE，DOUHUIZAIYINGXIAOYEJISHANGTIXIANCHULAI。ZHONGGUOYIJINGJIARUWTO，SUIZHEJIAOCHEJINRUJIATING，QICHEXIAOFEIJIANGSUIQICHEGUANGGAOERSHENRURENXIN，SHIWOGUODEQICHEGONGYEJUYOUGENGJIAGUANGKUODEFAZHANQIANJING，QICHEGUANGGAOYICHENGWEIYUANGUORENJIAOCHEZHIMENGDEXIANQUZHE。

　　GUANGGAOXUANCHUANQIYECHANPINGURANZHONGYAO，TONGSHIQIYEXINGXIANGDEXUANCHUANHESHULIGENGBURONGHUSHI。ZAITOUZIYUNZUOSHANGPINGUANGGAODETONGSHIYINGXUANCHUANSHULIQIYEDESHEHUIGONGZHONGXINGXIANG。QIYEDESHEHUIXINGXIANGHAO，RANGXIAOFEIZHEXINDEGUO，QICHANPINBIRANCHANGXIAO。HAIERJITUANJIUSHIYIGEHAOBANGYANG。HAIERJITUANZAIJIADIANXINGYEZOUXIANGSHUAITUIQIDEJINTIANRENGNENGTINGLICHAOTOU，ZHEIYIDIANZHIDEQICHEXINGYEJIEJIAN。SICHEXIAOFEIYUJIADIANXIAOFEIYOUJIQIXIANGSIZHICHU。GUANGGAOCEHUAYINGGAILIZUYUQUANMIANTISHENGQIYEXINGXIANG。SUOYIZAIZHONGSHISHANGYEGUANGGAODETONGSHI，GENGYINGGAIZHUIQIUGUANGGAOCEHUADEHONGGUANZUOYONG，YIQIYEXINGXIANGDAIDONGCHANPINPINPAI，ZHEIYANGJIQIYEDAILAIBUZHISHIPIANKEJINGJILIYI，ERSHIZHANGJIUDEFAZHANLIHAO。

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