【文章內(nèi)容簡介】 In a highly petitive market like China, upgrading perception in order to improve customer loyalty needs a fully integrated munications program. 5. Direction 44 Direction The first option analysed: Care for your car ? This is an appealing proposition but our analysis has found that it is already used by petitors, including SVW and SGM. ? International research proves that if two panies use the same direction, the result is confusion and the customer usually gives the market leader the credit in this case, SVW. ? Care as a proposition may therefore be a potential waste of budget. ? To be effective in a highly petitive environment, it is necessary to differentiate FAWVW AfterSales. ? We decided to look at the customers. 45 Direction Customer profile: Sales / AfterSales 1 0 . 22 4 . 13 7 . 52 4 . 52 5 . 62 1 . 32 2 . 92 5 . 63 . 84 . 6L e s s t h a n 3 0 y e a rs 3 0 ~ 3 4 y e a rs3 5 ~ 3 9 y e a rs 4 0 ~ 4 9 y e a rs5 0 y e a rs o r o ld e rAge 7 9 . 1672 0 . 933M a le F e m a leGender 0 . 408 . 43 . 93 1 . 82 1 . 62 8 . 43 2 . 22 9 . 1341 . 98 . 3P r i m a r y sch o o l M i d d le sch o o lH i g h sch o o l T e ch n i ca l/ v o ca t i o n a l co lle g eU n i v e r si t y P o st g r a d u a t e3 . 11 . 21 3 . 192 0 . 36 . 71 2 . 81 4 . 11 3 . 48 . 61 4 . 11 3 . 36 . 184 . 31 2 . 35 . 21 1 . 76 . 42 1 . 51 . 20 . 6L e ss t h a n R M B 2 , 0 0 0 R M B 2 , 0 0 0 ~ R M B 3 , 9 9 9 R M B 4 , 0 0 0 ~ R M B 5 , 9 9 9R M B 6 , 0 0 0 ~ R M B 7 , 9 9 9 R M B 8 , 0 0 0 ~ R M B 9 , 9 9 9 R M B 1 0 , 0 0 0 ~ R M B 1 1 , 9 9 9R M B 1 2 , 0 0 0 ~ R M B 1 5 , 9 9 9 R M B 1 6 , 0 0 0 ~ R M B 1 9 , 9 9 9 R M B 2 0 , 0 0 0 ~ R M B 2 1 , 9 9 9R M B 2 2 , 0 0 0 o r o v e r DKIne Education Source: JD Power 46 Direction FAWVW customer profile vs. market average. ? Older. ? More male. ? More mainstream in ine and education. 47 Direction Oamp。R customer interviews. ? Knowing the customer base, we divided the interviews into three. ?PrePurchase ?New Owners ?Loyal owners 48 Direction FAWVW Difference ?Customer Need ?Key Message Customer interviews: What we look for. ? If there?s a key customer need that matches a key FAWVW difference, that should bee our key message. 49 Direction Oamp。R customer interviews. I need reliable service Somebody who knows my car Estimate should be honest Somebody who is professional Convenient Parts should be good quality Price is reasonable ?PrePurchase 50 Direction Oamp。R customer interviews. ?New Owners I need to have technicians who really understand my car I want to keep it running well The car cost me a lot of money, I don’t want to risk it I don’t want to be cheated on price. My family must be safe 51 Direction Oamp。R customer interviews. ?Loyal Owners I don’t want to go on vacation and have problems I want to make sure my car is in top condition The car should have a good resale value Technicians who know me and know my car Professional service saves my time 52 Direction FAWVW Difference: FAWVW technicians are experts, highly trained to know and understand your FAWVW car. FAWVW quality reputation. All FAWVW parts are original and German designed. 469 dealers to provide service wherever you are. FAWVW Advantages: FAWVW Features: The process is efficient, friendly and professional the customer is called to check for satisfaction. Free test events. DIY help. Internal contests to raise standards. 53 Direction We know your FAWVW car Efficient Professional Friendly Personality Tone of Communications Unique Simple Strong Clear Key Message FAWVW proposition: Support Expert technicians 469dealers Original Germandesigned parts DIY help 54 Fully integrated munications means e