东方仁德-大众品牌升级及身传播策略方案en.ppt

FAW-VW After-Sales  2004 Communications Agenda 1. Customer loyalty Sales / After-Sales 2. Automotive Market Sales / After-Sales 3. Competitive Activity OEMs Independents 4. FAW-VW: After-Sales Market situation OR Analysis 5. Direction Customer Key Message 6. Concepts Ideas Integrated program 7. Conclusion Customer loyalty The traditional dealer division: Customer loyalty But in a very competitive market, they’re closely linked. Customer loyalty The connection starts before purchase. 32% believe After-Sales Service is an attribute when buying a car. Customer loyalty How customer loyalty is maintained. Far more contact with After-Sales than with Sales. Customer loyalty The loyalty circle. The benefit returns to After-Sales again and again. Customer loyalty Full impact of customer loyalty. Customer loyalty Summary: Automotive Market A brief review of how competitive the automotive market really is in China : Sales After-Sales Automotive Market: Sales 20 years ago, just 60 private cars - now over 10m. Automotive Market: Sales Today there are 123 car manufacturers in China. Automotive Market: Sales Communications spending is multiplying. Automotive Market: Sales Future sales projection. Automotive Market Automotive Market: After-Sales After-Sales enterprises in China. Automotive Market: After-Sales Market projection. Automotive Market: After-Sales Predicting the future: After-Sales analysis US. Automotive Market: After-Sales After-Sales analysis US: OEM response. Automotive Market: After-Sales OEM involvement: Asia example Competitive Activity China: OEMs. OEMs in China are beginning to brand their After-Sales services. Events are mostly similar. Communications talk mostly about “care” and “heart.” Competitive Activity China: Independents Independent chains all have brands. These brands are now starting into communications. Competitive Activity Review 2003: OEM Free test events OEM Internal contest Communications: OEMs Service chains Competitiv