西门子-营销资料.ppt

Question and Opportunity Questions Haier ASS system is relatively more sound. It enjoys good WOM. Brands like Elecx, Xinfei, Rongshida, Little Duck provide distinguishing ASS to win consumer‘s trust. Siemens doesn‘t have a powerful ASS subject, as a basis for trust building and WOM accumulating. Opportunities Consumers need not only after-sale warranty and service promise, but the carefree feeling and respect. Competitors mostly center on technical service, ASS remain a tool in value, except Haier when it can cause certain psychological value. Competitor竞争者 International star-class service Super-value service Red carpet service Green channel service Consumer消费者 Reassurance放心 Being take care of被重视 Being respected 被尊重 Siemens 150-year service experience Established sound ASS network in more than 100 countries. International background of brand. Professional steward Lifelong service 专业管家 终身服务 Core Concept Core Concept Lifelong steward service 终身管家服务 Brand definition 品牌定义 Existing service system and promise 现有的服务体系及承诺 Cater for consumer’s need of being taken care of and being respected 符合消费者期望为其着想被重视的需求 Face to face communication 面对面沟通策略 Core Strategy Service subject 服务主题：Lifelong steward service 终身管家服务 Service slogan 服务口号：Professional steward Lifelong service 专业管家，终身服务 Service concept 服务概念：Through 24-hour service of home hotline, Siemens professional steward will provide comprehensive lifelong service, setting you free from your worryies about ASS, making you feel being taken care of in all aspects and being highly valued. Core Strategy Service image服务形象： He is an expert in household appliance repairing, with rich technology and knowledge background, and understand customer’s living needs at the same time, a rational, steady, authoritative expert, have human touch and wide popularity. He is your sincere and trustworthy friend, sparing no efforts to hel