東方仁德-大眾品牌升級(jí)及傳播策略方案en(已修改)
2025-01-27 22:39 本頁(yè)面
【正文】 FAWVW AfterSales 2022 Communications 2/20/2022 2 Agenda 1. Customer loyalty ? Sales / AfterSales 2. Automotive Market ? Sales / AfterSales 3. Competitive Activity ? OEMs ? Independents 4. FAWVW: AfterSales ? Market situation ? Oamp。R Analysis 5. Direction ? Customer ? Key Message 6. Concepts amp。 Ideas ? Integrated program 7. Conclusion 1. Customer loyalty 4 Sales AfterSales Customer loyalty The traditional dealer division: 5 Sales AfterSales Customer loyalty But in a very petitive market, they?re closely linked. 6 Sales AfterSales (contact) AfterSales (attribute) Customer loyalty The connection starts before purchase. ? 32% believe AfterSales Service is an attribute when buying a car. Source: China Operation amp。 Management Survey, 2022 7 Sales AfterSales (contact) AfterSales (attribute) AfterSales (contact) AfterSales (contact) Sales Prepurchase leading to Sales Purchase Between purchase leading to resale value of current car amp。 brand loyalty for next car. Repurchase Customer loyalty How customer loyalty is maintained. ? Far more contact with AfterSales than with Sales. 8 Customer loyalty The loyalty circle. ? The benefit returns to AfterSales again and again. FAWVW Sales FAWVW AfterSales FAWVW AfterSales FAWVW AfterSales 9 Loyal FAWVW customers People influenced by loyal FAWVW customers Customer loyalty Full impact of customer loyalty. People influenced by loyal FAWVW customers People influenced by loyal FAWVW customers 10 Customer loyalty to FAWVW es from both Sales and AfterSales. In a petitive market, both Sales and AfterSales must contribute to building customer loyalty. The loyalty circle shows that the benefits e back to AfterSales again and again. The effect is multiplied by customers influencing others. Customer loyalty Summary: 2. Automotive Market 12 Automotive Market A brief review of how petitive the automotive market really is in China : ? Sales ? AfterSales 13 Automotive Market: Sales 20 years ago, just 60 private cars now over 10m. 600k 500K 400K 300K 250K 200K 150K 100K Source: ARA ?37 new car models launched in 2022 14 Automotive Market: Sales Today there are 123 car manufacturers in China. Source: 中國(guó) Statistics Bureau, 2022 China Statistics Bureau, 2 03 1802022 Production SalesSource: China Statistics Bureau, 2022: Supply now exceeds demand. 15 Automotive Market: Sales Communications spending is multiplying. RMB ?000 RMB ?000 05 0 , 0 0 01 0 0 , 0 0 01 5 0 , 0 0 02 0 0 , 0 0 02 5 0 , 0 0 0V i o s L i o n c e l A c c e n t P o l o C h e r y F o r d F i e s t a E l y s e e S a n t a n a F a m i l y S i e n a2 0 0 3 . 1 1 02 0 0 2 . 1 1 0142% 297% 81% 131% 19% 2234% 132% Source: CVSCTNC Research, 2022. Category: 100,000 200,000 RMB 16 Automotive Market: Sales Future sales projection. 1 , 9 0 0 , 0 0 02 , 2 8 0 , 0 0 02 , 7 3 6 , 0 0 03 , 2 8 3 , 2 0 03 , 9 3 9 , 8 4 04 , 7 2 7 , 8 0 81 , 2 2 6 , 1 3 62022 2022 2022 2022 2022 2022 2022Source: ARA 17 Automotive Market ?Intense petition in AfterSales. ?Intense petition in Sales. Implication: 18 Automotive Market: AfterSales AfterSales enterprises in China. 2022: 600K (E) 2022: 500K 2022: 220K Source: Sino Net 19 Automotive Market: AfterSales Market projection. Source: Boston Consulting Group, Access Asia (inc. aftersales amp。 spare parts) $ US Billion 20 Automotive Market: AfterSales Predicting the future: AfterSales analysis US. Heavy / Collision Repairs Light/ Medium Repairs Maintenance Servicing Parts amp。 Accessories OEM Dealers OEM Franchised Service Stations OEMowned Auto Service Chains Supermarkets Tire Companies Lubricants Parts/ Specialist Companies Auto Service Chains Body Shops Privat
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