东方仁德-大众品牌升级及传播策略方案EN

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1、FAW-VWAfter-Sales2004Communications2/20/2004Agenda1.CustomerloyaltySales/After-Sales2.AutomotiveMarketSales/After-Sales3.CompetitiveActivityOEMsIndependents4.FAW-VW:After-SalesMarketsituationO&RAnalysis5.DirectionCustomerKeyMessage6.Concepts&IdeasIntegratedprogram7.Conclusion1.CustomerloyaltySalesA

2、fter-SalesCustomerloyaltyThetraditionaldealerdivision:SalesAfter-SalesCustomerloyaltyButinaverycompetitivemarket,they’recloselylinked.SalesAfter-Sales(contact)After-Sales(attribute)CustomerloyaltyTheconnectionstartsbeforepurchase.32%believeAfter-SalesServiceisanattributewhenbuyingacar.Source:ChinaO

3、peration&ManagementSurvey,2003SalesAfter-Sales(contact)After-Sales(attribute)After-Sales(contact)After-Sales(contact)SalesPre-purchaseleadingtoSalesPurchaseBetweenpurchase-leadingtoresalevalueofcurrentcar&brandloyaltyfornextcar.Re-purchaseCustomerloyaltyHowcustomerloyaltyismaintained.Farmorecontact

4、withAfter-SalesthanwithSales.CustomerloyaltyTheloyaltycircle.ThebenefitreturnstoAfter-Salesagainandagain.FAW-VWSalesFAW-VWAfter-SalesFAW-VWAfter-SalesFAW-VWAfter-SalesLoyalFAW-VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersCustomerloyaltyFullimpactofcustomerloyalty.PeopleinfluencedbyloyalFAW-

5、VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersCustomerloyaltytoFAW-VWcomesfrombothSalesandAfter-Sales.Inacompetitivemarket,bothSalesandAfter-Salesmustcontributetobuildingcustomerloyalty.TheloyaltycircleshowsthatthebenefitscomebacktoAfter-Salesagainandagain.Theeffectismultipliedbycustomersinfluen

6、cingothers.CustomerloyaltySummary:2.AutomotiveMarketAutomotiveMarketAbriefreviewofhowcompetitivetheautomotivemarketreallyisinChina:SalesAfter-SalesAutomotiveMarket:Sales20yearsago,just60privatecars-nowover10m.600k500K400K300K250K200K150K100KSource:ARA37newcarmodelslaunchedin2003AutomotiveMarket:Sal

7、esTodaythereare123carmanufacturersinChina.Source:中国StatisticsBureau,2003Source:ChinaStatisticsBureau,2003Source:ChinaStatisticsBureau,2003:Supplynowexceedsdemand.AutomotiveMarket:SalesCommunicationsspending