大众汽车年会策划案

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1、VOLKSWAGENChinaPublicRelationsProposalYearToday’sTopicMarketOverviewCommunicationObjectives&StrategiesKeyMessagesAnalysisProgramRecommendationsTimelineEvaluationTeamStructureBudgetEstimationFHCredentialMarketOverviewChinaSedanCarMarketOverviewChinesegovernmentencoura

2、gestheautoindustrydevelopmentbyissuingnewpoliciesDomesticdemandscontinuetogrowbyleapsandboundsFromJan.toNov.,thesalesofcarsinChinareaches1.7317million,enjoying69.95%year-on-yearincreaseMoreforeignautomobilecompaniesenteredtheChinacarmarketwhiletheexistingplayersaremakinga

3、dditionalinvestmentInfo.Resource:ChinaAssociationofAutomobileManufacturersStatisticsChinaSedanCarMarketOverviewLocalautomanufacturersareemergingaspotentialcompetitorsinChinasedancarmarketTheoverallpricekeepsdecliningduetoseverecompetitionandinfluxofnewbrandsChinadomestic

4、brandstillperceivedasinlackoftechnologicalleadershipNewModelsEmergeintheChinaMarket2002-2003SalesComparisonamongForeignCarMakersInfo.Resource:ChinaAssociationofAutomobileManufacturersStatisticsTrendsofChinaSedanCarIndustryCarindustry’sannualgrowthrateseestohoverat30%inth

5、ecoming3-4yearsInvestmentinChinasedancarindustrywillbefocusedontheproductionfacilitiestheestablishmentofnetworkofdistributionandservicesThecompetitionisgoingtogobeyondpriceTrendsofChinaSedanCarIndustryMultinationalautobrandswillsecureitspositionintheJVbyincreasingequityi

6、nvestmentBesidesthemanufacturingplants,leadingmultinationalautocompanieswillbringtheirR&DintoChinaCorporatereputationandbrandimagearegraduallybecomingimportantfactorsinadditiontoproductreputationFHUnderstandingofBuildingCorporateReputationFHCorporateReputationManagementA

7、strongcorporatereputationremainsakeyfactorforbuildingasuccessfulbusinessinChinaanditoftenhasverylittletodowithyourbrandawarenessSomecompanieswhoseproductspossesshighbrandawarenessinChinalackapositivecorporatereputationCompaniesthatlackapositivecorporatereputationwillsuffe

8、rfinanciallyinthelongrunFHCorporateReputationElementsCorporateReputationLong-TermCommitmentCSRPr