宝来发展规划方案0809绝对实用.pptVIP

Communication Strategy for the latter half of 2002 1. Via target customer understanding to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer. 2. By the change of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customer’s daily life as a result to gain their recognition and preference. Core message delivery: 2002 Bora Brand Building Strategy：3B Strategy Demonstration of 3B Strategy Building of Name Plate 　－The key of launch of new products is to build a good brand image among the consumers and expand the brand fame. 　－After about one year’s advertising, PR events, Bora has set up a considerable brand image among the consumers.　 Building of Relationship 　－During the brand development, the establishment of a good relationship with consumers, media and dealers is a key to its consistent development. 　－By using different strategies, close the relationship with them and set up a good brand relation. Building by Win-Win 　－During the mature stage of the brand, the construction of a complete and personal service, aiming at achieve a win-win mode for both the manufacturer and the consumers will affect the further growth of the brand. Why do we need to build CRM？ CRM has become a core of corporate competition strategy as well as a profit increasing point. Only when a corporate really understands and grasps the need of customers can they adjust to the market demand and get an upper hand in the fierce market. CRM Management Recent event plan1、 Care for Jetta, new experience from Bora2、“Sales master-hand、Service Star” challenge3、Bora Media Saloon Plan4、“Exciting Bora，enjoyable opera” road show proposal5、 “Bora Club” Magazine Campaign Schedule： Hot news for Media： Jetta owners gathering 　Invite a group of Bora owners to attend the test drive and share the driving pleasure of Bora Award for buying Bora 　Jetta ow