万科G2城市改善类客户调研成果输出框架.ppt

The asset-liability model is an important tool for strategy development. It takes the items that are relevant for loyalty (identified via the correlation analysis described on the previous slide), and shows how the client’s brand performs on those items relative to competitors. Current drivers are attributes on which the client’s brand has a competitive advantage. This is distinctive space that the client should work to protect and continue to own. Competitor advantages are attributes on which a competitor holds a distinctive position. These are attributes that are drivers of choice for the competitor. Clients should consider trying to undermine the competitor’s position on these attributes. Antes are attributes on which multiple brands in the competitive set are performing well. Clients should reassure customers that they provide these attributes, but not over-communicate them, as they are not distinctive to the client’s brand. Opportunities and potential drivers are attributes that no brand currently owns. These are the low-hanging fruit for brand development, as they are relevant for loyalty but not highly associated with any brand yet. Liabilities are reasons customers choose against a brand. Addressing liabilities is a top priority for brand development. 房间数量 入户花园 得房率 景观厨房 展示环节的问题 最能打动客户的营销展示 最能打动客户的销售说辞(对资产配置的销售说辞内容少) 营销组合的问题 来访量及转化率的问题 展示环节的问题 最能打动客户的营销展示 最能打动客户的销售说辞(对资产配置的销售说辞内容少) 营销组合的问题 来访量及转化率的问题 展示环节的问题 最能打动客户的营销展示 最能打动客户的销售说辞(对资产配置的销售说辞内容少) 营销组合的问题 来访量及转化率的问题 * * 针对…(分类)家庭，需要关注因素5和7，加强8 … PACKAGED GOODS FOOD EXAMPLE Note: For more information on how to use this framework, contact the Customer Insights group for assistance 保健因素 万科优势 机会 潜在优势 低 高 与万科的关联 高 与对手的关联 因素1 因素2 因素3 因素4 因素5 因素6 因素7 因素8 因素11 因素12 因素13 因素14 对手优势 绿城 因素9 仁恒 因素9 因素10 低 每种类型的客户都有其核心的价值诉求 功能改善 品位生活 健康家庭 彰显成功 生活便利 群体综合描述 客户核心价值诉求 … … … … … … … … … … 项目子品牌定位描述 项目子品牌定位 对 ________________________________________________来说 (目标人群) 万科的_____________项目是一个_________________