長(zhǎng)春，20XX年12月Changchun,Dec.20XX中期報(bào)告討論稿InterimReport(ForDiscussion)奧迪品牌浙江和廣東區(qū)域市場(chǎng)提升戰(zhàn)略

ImprovementstrategyforAudiinZhejiangandGuangdong中期報(bào)告研討會(huì)目標(biāo)Theobjectiveoftheinterimreportworkshop12形成對(duì)奧迪浙江廣東兩省品牌、網(wǎng)絡(luò)、銷售及服務(wù)發(fā)展現(xiàn)狀的共識(shí)TransparencyofcurrentAudiDevelopmentstatusinZhejiangandGuangdong提出針對(duì)性的浙廣兩省銷量提升深化建議DeepenedactionrecommendationsonAudi'ssales-upstrategyforZhejiangandGuangdong3總結(jié)奧迪浙江廣東兩省提升項(xiàng)目成效回顧ReviewsofAudi'sachievementsinZhejiangandGuangdonginprevioustwoyears資料來源：羅蘭貝格Source:RolandBerger研討會(huì)目標(biāo)Workshopobjectives9W14W13W12W11W10W9W8W6W5W4W3W2W7W1十一月Nov

Oct競(jìng)爭(zhēng)對(duì)手對(duì)標(biāo)Competitorsbenchmark奧迪內(nèi)部營(yíng)銷活動(dòng)分析Audimarketingactivitiesanalysis

Modulesandkeytasks區(qū)域差異化營(yíng)銷建議RegionalMarketingframeandsuggestion調(diào)研數(shù)據(jù)解讀Marketdataanalysisandexplanation廣東浙江兩省提升建議Twoprovincesrefinementsuggestions奧迪內(nèi)部訪談ASDinternalinterviews廣東浙江提升建議Guangdong&Zhejiangrefinementsuggestion大區(qū)/小區(qū)經(jīng)理訪談ASDregionalmgmt.teaminterviews競(jìng)品實(shí)地訪談Fieldinterviewsofdealersofmajorcompetitors案頭研究和電話訪談Deskresearchandphoneinterviews奧迪區(qū)域營(yíng)銷差異分析Audiregionalmarketingdifference調(diào)研執(zhí)行Marketresearchfieldwork問卷設(shè)計(jì)內(nèi)容溝通Questionnairecontentcommunication調(diào)研問卷設(shè)計(jì)Questionnairedesign案頭研究Deskresearch全國(guó)消費(fèi)者區(qū)域差異性研究Consumerdifferenceresearch項(xiàng)目啟動(dòng)會(huì)Kick-off20XX/1/23最終報(bào)告Finalreport20XX/12/31中期報(bào)告提交Interimreport消費(fèi)者訪談提綱設(shè)計(jì)FGguidelinedesign本項(xiàng)目共14周，分為兩個(gè)階段，安排一次中期報(bào)告會(huì)和一次最終報(bào)告會(huì)

Thisprojectisstructuredintwophaseswithoneinterimreportandfinalreport,whichistobefinishedwithin14weeks資料來源：羅蘭貝格Source:RolandBergerPRINCIPLE6:KNOWYOURCUSTOMERS全面、系統(tǒng)地了解奧迪營(yíng)銷活動(dòng)的現(xiàn)狀和浙江廣東兩省的發(fā)展?fàn)顩rSystematicallyunderstandcurrentAudimarketingstatusandGuangdong,Zhejiangprovincesdevelopmentsituation奧迪內(nèi)部訪談Audiinternalinterviews競(jìng)爭(zhēng)品牌營(yíng)銷數(shù)據(jù)庫(kù)收集分析Competitormarketingdatabase奧迪銷售大區(qū)總監(jiān)訪談4人次，包括南區(qū)、西區(qū)、東區(qū)和浙江區(qū)4AudiregionaldirectorsinterviewsincludingSouth,West,EastandZhejiang奧迪市場(chǎng)經(jīng)理和銷售經(jīng)理訪談12人次，包括東北區(qū)、北區(qū)、南區(qū)、西區(qū)、浙江區(qū)和東區(qū)12Audiregionalmarketingandsalesmanagersinterviews,includingNortheast,North,South,West,ZhejiangandEast奧迪授權(quán)經(jīng)銷商訪談Audidealerinterviews完成40家奧迪授權(quán)經(jīng)銷商市場(chǎng)經(jīng)理的實(shí)地訪談Completed40fieldinterviewswithmarketingmanagersofselectedAudidealersanddealergroups建立了包括奧迪、寶馬、奔馳、雷克薩斯及沃爾沃的市場(chǎng)營(yíng)銷活動(dòng)數(shù)據(jù)庫(kù)，收集了500條左右的數(shù)據(jù)SetupcompetitormarketingactivitiesdatabaseincludingBMW,MB,LexusandVolvo,totalaround500records按不同的營(yíng)銷環(huán)節(jié)對(duì)營(yíng)銷活動(dòng)進(jìn)行營(yíng)銷有效性分析Conductmarketingeffectivenessanalysisonthemarketingactivitiesatdifferentmarketingstages資料來源：羅蘭貝格Source:RolandBerger項(xiàng)目已經(jīng)完成第一階段工作內(nèi)容：主要任務(wù)是內(nèi)外部調(diào)研、經(jīng)銷訪談及競(jìng)品調(diào)查ProjectprogressreviewforPhaseI5A. 奧迪浙江廣東兩省銷量表現(xiàn)Audi'sSalesperformanceinZhejiangandGuangdong 7B. 奧迪浙江廣東兩省提升項(xiàng)目成效回顧和深化建議WorkreviewandimprovementsuggestionsforZhejiangandGuangdong 131. 品牌與營(yíng)銷BrandingandMarketing 152. 渠道Channel 893. 銷售Sales 1184. 服務(wù)Service 1416A. 奧迪浙江廣東兩省銷量表現(xiàn)Audi'sSalesperformanceinZhejiangandGuangdong牌7中國(guó)豪華品牌銷量增長(zhǎng)速度高于乘用車市場(chǎng)平均，至20XX年10月其市場(chǎng)規(guī)模已經(jīng)達(dá)到乘用車新車銷售的5%以上ThegrowthrateofpremiumcarsalesishigherthantheaveragelevelofChinesepassengercarsmarket,andbyOctober20XXthepremiumPVsalesvolumeoccupiesmorethan5%ofnewPVsalesvolume中國(guó)乘用車新車1)銷量發(fā)展ChinesenewPVsalesgrowth(2004-20XX.10)CAGR=29%

otherbrand

MainpremiumbrandCAGR(06-09)35%28%豪華品牌比例Shareofpremiumbrand[千輛][thousandcars]高于市場(chǎng)平均AboveAverage4.2%4.8%5.5%4.9%5.6%資料來源：上牌量；羅蘭貝格Sources:registrationdata,Rolandberger1)不含微面Donotincludecrossovermodels

8奧迪在全國(guó)豪華車市場(chǎng)保持較高的市場(chǎng)占有率，但其銷量增速仍然低于市場(chǎng)平均AudikeepstakingupaleadingshareinChinesepremiumcarmarket,butitssalesgrowthisstillbelowaverage主流豪華品牌銷量發(fā)展(2004-20XX.10)Mainpremiumbrands’salesgrowthCAGR=35%CAGR(06-09)69%38%53%38%24%46%奧迪市場(chǎng)占有率ShareofAudi[千輛][thousandcars]51%44%40%39%36%高于市場(chǎng)平均AboveAverage資料來源：上牌量；羅蘭貝格Sources:registrationdata,Rolandberger

9浙江、廣東兩省主流豪華品牌銷量居于全國(guó)前三位，且兩省在全國(guó)市場(chǎng)銷量占比在過去兩年中有所上升MainpremiumbrandsalesinZhejiangandGuangdongranktop3inChinawithincreasedsalesproportionofdomesticsalesinthepasttwoyearsOthersChinaSichuanFujianLiaoningHebeiShandongShanghaiJiangsuGuangdongBeijingZhejiang

中國(guó)主流豪華車市場(chǎng)Top10省份銷量(20XX1-10)salesvolumeoftop10provincesinChinesemainpremiumcarmarket分省銷量比例sharebyprovince銷量比例變化sharechange17%12%12%10%6%4%4%4%4%3%25%[千輛][thousandcars]資料來源：上牌量；羅蘭貝格Sources:registrationdata,Rolandberger%1020XX年以來，奧迪在浙江市場(chǎng)的份額趨于穩(wěn)定，主要原因是新車型Q5的強(qiáng)勁表現(xiàn)From20XX,Audi’smarketshareinZhejiangapproachesstableowingtostrongperformanceofnewmodelQ5浙江省主流豪華品牌銷量表現(xiàn)(2004-20XX.10)MainpremiumbrandsalesinZhejiang奧迪與主要競(jìng)品市場(chǎng)份額變化(2004-20XX.10)marketsharechangeofAudiandmaincompetitors分級(jí)別奧迪與主要競(jìng)品銷量比例(20XX.1-10)salesproportionofAudiandmaincompetitorsbyclass[千輛][thousandcars][千輛][thousandcars]BMWMBVolvoAudiBMWAudiMBOthersBMWAudiLexusOthersAudiMBBMWOthersMBAudiLexusOthersBMWPorscheAudiOthers高于08年Higherthan08低于08年Lowerthan08資料來源：上牌量；羅蘭貝格Sources:registrationdata,Rolandberger%1120XX年截至10月，奧迪在廣東已經(jīng)成為市場(chǎng)占有率最高的豪華品牌；主要原因是A4和Q7市場(chǎng)份額的提升，及新車型Q5的強(qiáng)勁表現(xiàn)ByOct.20XX,AudiholdsNo.1marketshareinGuangdongpremiumcarmarketowingtoincreasedmarketshareofA4andQ7andstrongperformanceofnewmodelQ5廣東省主流豪華品牌銷量表現(xiàn)(2004-20XX.10)MainpremiumbrandsalesinGuangdongBMWMBVolvoAudiBMWAudiMBOthersLexusAudiMBOthersAudiMBBMWOthersMBAudiLexusOthersBMWPorscheAudiOthers高于08年Higherthan08低于08年Lowerthan08[千輛][thousandcars][千輛][thousandcars]奧迪與主要競(jìng)品市場(chǎng)份額變化(2004-20XX.10)marketsharechangeofAudiandmaincompetitors分級(jí)別奧迪與主要競(jìng)品銷量比例(20XX.1-10)salesproportionofAudiandmaincompetitorsbyclass資料來源：上牌量；羅蘭貝格Sources:registrationdata,Rolandberger12B. 奧迪浙江廣東兩省提升項(xiàng)目成效回顧和深化建議WorkreviewandimprovementsuggestionsforZhejiangandGuangdong品牌及營(yíng)銷Brand&Marketing渠道Channel銷售Sales服務(wù)Service服務(wù)能力建設(shè)滯后，造成服務(wù)能力不足配件外流嚴(yán)重，擾亂配件市場(chǎng)秩序服務(wù)品質(zhì)不高，導(dǎo)致客戶滿意度低加快服務(wù)能力建設(shè)，完善基礎(chǔ)設(shè)施支撐嚴(yán)格配件管理，減少配件外流比例提升服務(wù)水平，提高車主服務(wù)滿意度IIIIIIIV市場(chǎng)占有率相對(duì)于其他豪華車銷量大省偏低單店銷量低加大網(wǎng)絡(luò)開發(fā)速度加強(qiáng)以市場(chǎng)為導(dǎo)向的車源配置加強(qiáng)對(duì)銷售人員的培訓(xùn)落實(shí)經(jīng)銷商的營(yíng)銷費(fèi)用廣東和浙江網(wǎng)絡(luò)發(fā)展速度滯后浙江網(wǎng)絡(luò)銷售秩序亂引入戰(zhàn)略經(jīng)銷商，優(yōu)勝劣汰引入多元化終端形態(tài)對(duì)現(xiàn)有二級(jí)網(wǎng)絡(luò)進(jìn)行備案托管加強(qiáng)價(jià)格管理由于品牌形象問題，奧迪在“認(rèn)真考慮”環(huán)節(jié)表現(xiàn)相對(duì)較弱奧迪用戶二次購(gòu)買率低于主要競(jìng)品營(yíng)銷溝通有效性有待進(jìn)一步提升強(qiáng)化D級(jí)及其他奢侈車型營(yíng)銷宣傳，增強(qiáng)奧迪尊貴和動(dòng)感形象來提升品牌偏好度加快建立CRM體系以及加強(qiáng)售后服務(wù)來提高品牌忠誠(chéng)度建立有效的MPI評(píng)價(jià)體系，提升營(yíng)銷針對(duì)性管理摘要ExecutiveSummary根據(jù)奧迪各個(gè)環(huán)節(jié)的問題診斷，羅蘭貝格提出以下提升戰(zhàn)略AccordingtoissuediagnosisthroughoutthevaluechainofAudi,RolandBergerproposesfollowingimprovementstrategy管理摘要ExecutiveSummary問題診斷IssuesDiagnosis提升戰(zhàn)略ImprovementStrategy根據(jù)奧迪各個(gè)環(huán)節(jié)的問題診斷，羅蘭貝格提出以下提升戰(zhàn)略AccordingtoissuediagnosisthroughoutthevaluechainofAudi,RolandBergerproposesfollowingimprovementstrategy問題診斷IssuesDiagnosis品牌及營(yíng)銷Brand&marketing渠道Channel銷售Sales服務(wù)Service提升戰(zhàn)略ImprovementStrategyServicecapabilityisbehindleadingtoinsufficientcapacitySeverepartsoutflowdisturbspartsmarketorderlowservicequalityleadstolowsatisfactionSpeedupbuildingservicecapabilityandinfrastructureStrictpartsmanagement,reduceoutflowrateImproveservicelevelandcustomersatisfactionIIIIIIIV

MarketshareislowercomparetoothertopprovincesinluxurycarsaleslowperstoresalesSpeedupnetworkdevelopmentEnhancemarketorientedcarresourceallocationEnhancetrainingtosalespersonSolidifydealer'smarketingexpense

NetworkdevelopmentspeedislaggedbehindinZhejiangandGuangdongLackofnetworkdisciplineinZhejiangprovinceIntroducestrategicdealergroupstoscreenoutthebadonesIntroducediversifiedoutletsRecordexistingtier2networkonfileDuetobrandimagenotmatching,Audiperformsnotsocompetitivein"consider"SecondarypurchaserateofAudiislowerthanmaincompetitorsPotentialofmakefurtherprogressinmarketingcommunicationseffectivenessandefficiencyImproveAudi'ssophisticatedandsportyimagetoimprovebrandpreferencewithDclass/SportyproductsmarketingpromotionStrengthenCRMsystemtoimproveloyaltyImproveeffectiveMPIevaluationsystemandimprovemarketingeffectivenessbyoptimizingeachmarketingelement管理摘要ExecutiveSummary管理摘要ExecutiveSummary15B.1 品牌與營(yíng)銷BrandingandMarketing在品牌和營(yíng)銷方面，奧迪目前在浙廣兩省主要存在品牌偏好度低、品牌忠誠(chéng)度弱，以及營(yíng)銷溝通有效性低三大問題IntheaspectofbrandingandmarketingAudicurrentlyexistthreemainproblems,lowbrandpreference,weakbrand-loyaltyandloweffectivenessofmarketingcommunications奧迪兩省現(xiàn)狀審計(jì)StatusquoofAudi’sPerformanceinZhejiangandGuangdong品牌偏好度低lowbrandpreference品牌忠誠(chéng)度弱weakbrand-loyalty品牌漏斗中，奧迪在"認(rèn)真考慮"環(huán)節(jié)表現(xiàn)相對(duì)較弱Inbrandfunnel,

Audihasarelativelyweakperformancein"consider"廣東浙江奧迪用戶二次購(gòu)買率為42-45%，低于主要競(jìng)品SecondarypurchaserateofAudiusersis42-45%inZhejiangandGuangdong,lowerthanmaincompetitor奧迪區(qū)域營(yíng)銷準(zhǔn)確度低，在體現(xiàn)價(jià)值體系方面還可以進(jìn)一步提升

lowaccuracyofAudiregionalmarketingactivities,whichcouldmakefurtherprogressinpropagationofAudivaluesystem活動(dòng)在創(chuàng)造愉悅度方面有待提升ActivitiesdonotfullycreateDELIGHT營(yíng)銷溝通有效性有待提升Strengthmarketingcommunications123資料來源：羅蘭貝格分析Source:RolandBergeranalysis存在問題Issues奧迪品牌“尊貴”感有待提升"Sophisticated"ofAudibrandneedstobeimproved奧迪奢侈車型比例較低lowrateofAudi’sluxurycar奧迪品牌“動(dòng)感”形象落后于主要競(jìng)品ThesportiveimageofAudibrandfallsbehindthemajorcompetitors.奧迪個(gè)性化車型比例較低lowrateofcustomizedcars奧迪品牌形象過于傳統(tǒng)、老化Audi’straditionalandageingbrandimage奧迪高端車型產(chǎn)品（A8）競(jìng)爭(zhēng)力較弱，無法滿足現(xiàn)有用戶的“升級(jí)”要求Audihigh-endmodels(A8)don’thaveenoughcompetitivenessandcan’tsatisfythecurrentusers“upgrade”requirements奧迪尚未全面建立覆蓋消費(fèi)者全生命周期的CRM體系，導(dǎo)致現(xiàn)有客戶資源的流失AudihasnotyetfullyestablishedtheCRM-systemtocoverthelifecycleofconsumer,resultinginthelossofcustomerresources奧迪售后服務(wù)產(chǎn)能遭遇不足，服務(wù)質(zhì)量不佳，導(dǎo)致現(xiàn)有用戶對(duì)品牌失去信心Theinsufficientcapacityofafter-salesserviceandpoorserviceleadtodecliningconfidenceofexistingusersanAudibrand.奧迪尚未形成對(duì)區(qū)域營(yíng)銷溝通的有效評(píng)價(jià)體系noeffectiveassessmentsysteminregionalmarketingcommunications區(qū)域營(yíng)銷溝通內(nèi)容策劃缺乏與總部的協(xié)同alackofcoordinationinthecontentplanningbetweenregionalmarketingcommunicationsandASD奧迪尚未形成系統(tǒng)化的營(yíng)銷活動(dòng)宣傳方案nosystematicpropagandaprogrammeinmarketingactivities.奧迪區(qū)域活動(dòng)組織、執(zhí)行有待提升Regionalactivityorganizationandexecutionneedtobeimproved.存在問題Issues具體表現(xiàn)Indicator形成原因Causes羅蘭貝格通過“溢量”和“溢價(jià)”兩個(gè)角度來分析奧迪品牌的整體健康程度RBuses"MoreVolume"and"MorePrice"toreflectthehealthystatusofAudibrand診斷品牌健康度的兩個(gè)方法 Twodimensionstoreflectthehealthystatusofabrand資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌漏斗 BrandFunnel品牌溢價(jià) BrandPremium溢量能力Morevolume通過品牌漏斗反映在各個(gè)層次上的客戶流失率Brandfunnelreflectsthelosingratioofdifferentstage溢價(jià)能力Moreprice通過對(duì)比不同品牌的溢價(jià)能力的份額來反映溢價(jià)能力Comparingdifferentbrandspremiumratiotoreflectdifferentbrandpremiumab18與20XX年相比，奧迪在浙江和廣東兩省的情況已經(jīng)有了全面提升Comparingwith20XX,Audi'sperformanceinZhejiangandGuangdongimprovescomprehensively品牌及營(yíng)銷審計(jì)－品牌漏斗Brandandmarketingaudit——Brandfunnel浙江Zhejiang廣東Guangdong各層轉(zhuǎn)換率有較大提升Convertratehasincreasedgreatly各層轉(zhuǎn)換率有較大提升Convertratehasincreasedgreatly100%40%63%64%40%25%16%100%46%70%88%46%32%28%20XX20XX提示知曉know認(rèn)真考慮consider購(gòu)買buy推薦recommend100%42%48%77%42%20%18%100%46%54%96%46%25%24%20XX20XX提示知曉buy認(rèn)真考慮consider購(gòu)買buy推薦recommend資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌偏好度——具體表現(xiàn)Brandpreference——Indicator1在浙江市場(chǎng)，奧迪在“認(rèn)真考慮”和“推薦”環(huán)節(jié)表現(xiàn)較弱，而在購(gòu)買環(huán)節(jié)表現(xiàn)較強(qiáng)InZhejiangmarketAudiperformsrelativelyweakin"consider"and"recommend",strongin"buy"提示知曉know購(gòu)買buy認(rèn)真考慮1）

seriouslyconsider推薦recommend100%46%70%32%46%28%88%100%65%45%29%65%27%93%100%54%35%19%54%18%95%97%37%22%8%36%5%63%浙江省品牌漏斗競(jìng)品比較20XXComparisonofbrandfunnelinZhejiang93%15%29%4%14%2%50%a品牌偏好度——具體表現(xiàn)Brandpreference——indicator資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)11）去4S店考察 Goingtothe4Sstore偏低Bad偏高Good在廣東市場(chǎng)，奧迪在“認(rèn)真考慮”環(huán)節(jié)表現(xiàn)較弱，而在購(gòu)買環(huán)節(jié)表現(xiàn)較強(qiáng)InGuangdongmarketAudiperformsrelativelyweakin"consider",strongin"buy"提示知曉know購(gòu)買buy認(rèn)真考慮1）seriouslyconsider推薦recommend100%46%54%25%46%24%96%100%69%36%25%69%25%98%100%52%42%22%52%21%95%93%38%43%15%35%10%67%廣東省品牌漏斗競(jìng)品比較20XXComparisonofbrandfunnelinGuangdong91%13%25%3%12%2%67%品牌偏好度——具體表現(xiàn)Brandpreference——Indicatora資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)11）去4S店考察 Goingtothe4Sstore偏低Bad偏高Good

21產(chǎn)品缺乏吸引力，品牌形象不匹配，定價(jià)不合理是廣東和浙江消費(fèi)者拒絕奧迪4S店的主因

Productsattractionislow,brandimageisnotmatch,pricingisnotreasonablearethreekeyreasonsforcustomersinZhejiangandGudongdonotgoto4Sstores全國(guó)Overall浙江Zhejiang廣東Guangdong客戶不去奧迪4S店購(gòu)車的原因ReasonsforrejectiontoAudi4SstoresProductBrandimagePriceMarketingAfterserviceSalesprocessAdd-onserviceServicepriceLoyaltyprogram資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌偏好度——具體表現(xiàn)Brandpreference——Indicatora1

22過去兩年里，奧迪整體品牌溢價(jià)能力有所加強(qiáng)，相對(duì)于除寶馬外的主要競(jìng)爭(zhēng)對(duì)手均有所提升Inthepast2years,theoverallbrandpremiumofAudiincreasesacrossChina,andbrandpowerimprovedwithmajorcompetitorsexceptBMW奧迪整體品牌溢價(jià)能力對(duì)比Audibrandpremiumcomparison資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢價(jià)能力——具體表現(xiàn)Brandpreference——Indicatorb120XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium20XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium~~BetterWorse[%]表示該品牌相對(duì)于奧迪品牌溢價(jià)能力的百分比12%23經(jīng)過2年的努力，奧迪在浙江地區(qū)的品牌溢價(jià)能力有了明顯的提高After2yearsefforts,AudiimprovingherbrandpremiuminZhejiang浙江奧迪品牌溢價(jià)能力對(duì)比ZhejiangAudibrandpremiumcomparison資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢價(jià)能力——具體表現(xiàn)Brandpreference——Indicatorb120XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium20XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium~~BetterWorse[%]表示該品牌相對(duì)于奧迪品牌溢價(jià)能力的百分比18%24奧迪在廣東的品牌溢價(jià)能力維持了基本穩(wěn)定，但與寶馬的差距在擴(kuò)大

ThebrandpremiumofAudikeepssteadyinGuangdong,whilethegapwithBMWincreasedgreatly廣東奧迪品牌溢價(jià)能力對(duì)比GuangdongAudibrandpremiumcomparison資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢價(jià)能力——具體表現(xiàn)Brandpreference——Indicatorb120XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium20XX年品牌溢價(jià)監(jiān)測(cè)結(jié)果20XXBrandpremium~~BetterWorse[%]表示該品牌相對(duì)于奧迪品牌溢價(jià)能力的百分比

25在浙江和廣東，奧迪品牌在各個(gè)價(jià)值點(diǎn)上表現(xiàn)和主要競(jìng)品相比還有不足，但差距正在縮小InZhejiangandGuangdong,Audidoesnotperformgoodasthemaincompetitorsintermsofthreevaluepoints,butthegapisnarrowing1品牌偏好度——形成原因Brandpreference——cause資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)廣東奧迪品牌溢價(jià)能力對(duì)比GuangdongAudibrandpremiumcomparison浙江省品牌溢價(jià)監(jiān)測(cè)ZhejiangBrandpremium廣東省品牌溢價(jià)監(jiān)測(cè)GuangdongBrandpremium~~20XX20XX~~20XX20XXBetterWorse%26在浙江和廣東，奧迪品牌在各個(gè)價(jià)值點(diǎn)上表現(xiàn)和主要競(jìng)品相比還有不足，但差距正在縮小InZhejiangandGuangdong,Audidoesnotperformgoodasthemaincompetitorsintermsofthreevaluepoints,butthegapisnarrowing1品牌偏好度——形成原因Brandpreference——cause浙江省Zhejiang廣東省Guangdong豪華車價(jià)值點(diǎn)重要性20XXvaluepoint’simportance品牌價(jià)值點(diǎn)表現(xiàn)差異20XXvaluedifferentiationsbybrand評(píng)論Comments奧迪在車主看重的“尊貴”價(jià)值點(diǎn)上表現(xiàn)不佳Audihasabadperformanceincustomers’mostvaluedpoint,“sophisticated"但相比20XX年，浙江三個(gè)價(jià)值點(diǎn)上與競(jìng)品的差距正在縮??；而廣州在動(dòng)感上和寶馬差距變大了Comparedto20XX,thegapamongmaincompetitorsisshrinkingforallthreevaluepointsinZhejiang;andthegapbetweenAudiandBMWfor"Sportive"isbecomingwideinGuangzhou兩省一層價(jià)值點(diǎn)重要性和競(jìng)品差異性First-levelvaluepoints’importanceandcompetitors’differentiationsinZhejiangandGuangdong

sportiveprogressivesophisticated資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)

sportiveprogressivesophisticated20XX%27奧迪奢侈車型1)銷售比例遠(yuǎn)低于競(jìng)品，是造成奧迪品牌形象不夠尊貴的重要原因ThemuchsmallersalesproportionofAudiluxurycars1)isthemainreasonwhytheAudi’sbrandimageisnotsophisticatedenough20XX20XX評(píng)論Comments由于國(guó)產(chǎn)車型的不斷推出，兩省豪華車市場(chǎng)價(jià)格總體顯現(xiàn)多元化趨勢(shì)Becausenewdomesticmodelsarerolledoutceaselessly,themarketpricesofluxurycarsinthesetwoprovincesgenerallyappeardiversifiedtendency奧迪奢侈車型比例遠(yuǎn)低于競(jìng)品，是造成奧迪品牌形象不夠尊貴的重要原因ThemuchsmallersalesproportionofAudiluxurycars1)isthemainreasonwhytheAudi’sbrandimageisnotsophisticatedenough浙江省和廣東省奢侈車型比例在10%-20%，遠(yuǎn)低于奔馳和寶馬TheproportionofAudiluxurycarsis10%-20%inthesetwoprovince,farsmallerthanthatofMercedesandBMW浙江省Zhejiangprovince廣東省Guangdongprovince兩省主要豪華品牌奢侈車型1)比例TheproportionofmainluxurycarbrandinZhejiangandGuangdong1)指主要銷量MSRP在RMB50萬以上的車型thecarswithsalespricemorethan500,000RMB

資料來源：上牌量；羅蘭貝格分析Source:registrationdata,RolandBergeranalysis1品牌偏好度——形成原因Brandpreference——cause%28奧迪個(gè)性化車型1)銷售比例在20XX年低于主要競(jìng)品品牌，是造成動(dòng)感不足的重要原因，在20XX年該比例已超過奔馳與寶馬品牌IndividualizedmodelsalesshareofAudiwassmallerthanthatofmaincompetitors,whichisthemainreasonthat"sportive"didnotperformwell,however,thissituationhaschangedin20XX20XX20XX評(píng)論Comments浙江省Zhejiang廣東省Guangdong兩省主要豪華品牌個(gè)性化車型1)比例Individualizedmodelsalesshareofmainpremiumbrandintwoprovinces1)包括SUV、MPV及Sports車型IncludeSUV,MPVandSports由于各種個(gè)性化車型的不斷推出，兩省豪華車市場(chǎng)個(gè)性化車型銷售比例不斷提升Sinceincreasinglymoreindividualizedmodelsarepublished,individualizedmodelsalessharekeepsgrowing奧迪個(gè)性化車型銷售比例在20XX年低于主要競(jìng)品品牌，但兩年之后，通過營(yíng)銷手段和新產(chǎn)品推出，其比例已經(jīng)超過奔馳與寶馬品牌，但仍有提升空間IndividualizedmodelsalesshareofAudiwassmallerthanthatofmaincompetitors.However2yearslater,AudiperformsbetterthanBMWandBenzinthisarea,owingtoimprovedmarketingactionsandnewproductlaunch.Inthefuture,thereispotentialtokeepdeveloping資料來源：上牌量；羅蘭貝格分析Source:registrationdata,RolandBergeranalysis1品牌偏好度——形成原因Brandpreference——cause

29奧迪用戶二次購(gòu)買率僅有42%，大大低于主要競(jìng)品SecondarypurchaserateofAudi'sbuyersisonly42%,greatlysmallerthanthatofmaincompetitors

2品牌忠誠(chéng)度弱——具體表現(xiàn)lowbrand-loyalty——Indicator品牌遷移矩陣Brandshiftingmatrix浙江省Zhejiang廣東省Guangdong42%15%15%14%0%4%77%8%10%0%15%9%62%11%0%16%10%10%52%0%0%17%12%17%53%45%28%22%2%0%21%52%14%12%0%10%18%70%0%0%13%35%12%27%7%34%25%14%10%17%NowFutureNowFuture資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)

30車主二次購(gòu)車主要選擇高端車型1)，但奧迪品牌奢侈車型在浙江廣東兩省市場(chǎng)影響力較低，造成奧迪現(xiàn)有用戶二次購(gòu)車大量流失CustomerusuallychooseLuxurymodelwhentheydecidetoupgradetheircurrentcar,butAudi’sluxurymodelshavelessinfluenceinZhejiangandGuangdong,resultinginagreatdecreaseinthenumberofcurrentownerswhobuyasecondAudicar2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes奧迪奢侈車型1)市場(chǎng)表現(xiàn)TheperformancesofAudi’sluxurymodelsinthemarket車主下次購(gòu)車車型選擇Thenextcarclasscustomersmainlychoose[%]兩省奢侈車型主要品牌市場(chǎng)份額Differentbrands’marketshareoftheluxurymodelsinthetwoprovinces20XXvs20XX[千輛]浙江省Zhejiang廣東省Guangdong資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)浙江Zhejiang廣東Guangdong1)指主要銷量MSRP在RMB50萬以上的車型thecarswithsalespricemorethan500,000RMB

%31“尊貴”感在浙江省D級(jí)車市場(chǎng)重要性遠(yuǎn)高于其它一層價(jià)值點(diǎn)；而奧迪在尊貴價(jià)值點(diǎn)上的表現(xiàn)與寶馬和奔馳存在較大差距Theimportanceofthesenseof“Sophisticated”issuperiortoothervaluepointsonthefirstlevelintheD-classcarmarketinZhejiang;whileAudi’sperformancesfallsfarbehindBMWandBenz傘品牌重要性TheimportanceofumbrellabrandD平臺(tái)重要性差異ThedifferentiationofimportanceofD-platform主要品牌表現(xiàn)Performancesofmajorbrand評(píng)論Comments奧迪在尊貴方面不如奔馳和寶馬Audiperformsweakerin"sophisticated"thanBenzandBMWD平臺(tái)一層價(jià)值點(diǎn)重要性和競(jìng)品差異性——浙江省Theimportanceoffirst-levelvaluepointsanddifferentiationwithothercompetitorsinDclass——InZhejiang資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)

Sportive

Progressive

Sophisticated2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes%32A8在消費(fèi)者較看重的“值得信賴的”和“有領(lǐng)導(dǎo)力的”方面表現(xiàn)較弱Audi

A8performsweakinthetwoaspectvaluedbyconsumers:"Reliable"and"Leadership"D平臺(tái)尊貴二層價(jià)值點(diǎn)重要性和競(jìng)品差異性——浙江省Theimportanceofsecond-levelvaluepointsanddifferentiationwithothercompetitorsonD-platform——InZhejiang傘品牌重要性TheimportanceofumbrellabrandD平臺(tái)重要性差異ThedifferentiationofimportanceofD-platform主要品牌表現(xiàn)Performancesofmajorbrand評(píng)論Comments奧迪表現(xiàn)中庸，未能在重要的價(jià)值點(diǎn)上表現(xiàn)出色Audiperformsquiteeven,notabletoperformbetterinthoseimportantvaluepoints資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes%33“尊貴”感在廣東省D級(jí)車市場(chǎng)重要性遠(yuǎn)高于其它一層價(jià)值點(diǎn)；而奧迪在尊貴價(jià)值點(diǎn)上的表現(xiàn)與寶馬和奔馳存在較大差距Theimportanceofthesenseof“Sophisticated”issuperiortoothervaluepointsonthefirstlevelintheD-classcarmarketinGuangdong;whileAudi’sperformancesfallsfarbehindBMWandBenz傘品牌重要性TheimportanceofumbrellabrandD平臺(tái)重要性差異ThedifferentiationofimportanceofD-platform主要品牌表現(xiàn)Performancesofmajorbrand評(píng)論Comments奧迪在尊貴方面不如奔馳和寶馬Audiperformsweakerin"sophisticated"thanBenzandBMWD平臺(tái)一層價(jià)值點(diǎn)重要性和競(jìng)品差異性——廣東省Theimportanceoffirst-levelvaluepointsanddifferentiationwithothercompetitorsinDclass——InGuangdong資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)

Sportive

Progressive

Sophisticated2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes%34A8在消費(fèi)者較看重的“值得信賴的”“有品位格調(diào)的”和“有領(lǐng)導(dǎo)力的”方面表現(xiàn)較弱Audi

A8performsweakinthetwoaspectvaluedbyconsumers:"Reliable","Elegant"and"Leadership"D平臺(tái)尊貴二層價(jià)值點(diǎn)重要性和競(jìng)品差異性——廣東省Theimportanceofsecond-levelvaluepointsanddifferentiationwithothercompetitorsonD-platform——InGuangdong傘品牌重要性TheimportanceofumbrellabrandD平臺(tái)重要性差異ThedifferentiationofimportanceofD-platform主要品牌表現(xiàn)Performancesofmajorbrand評(píng)論Comments奧迪表現(xiàn)中庸，未能在重要的價(jià)值點(diǎn)上表現(xiàn)出色Audiperformsquiteeven,notabletoperformbetterinthoseimportantvaluepoints資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes較為滯后的CRM建設(shè)和不統(tǒng)一的數(shù)據(jù)系統(tǒng)，導(dǎo)致對(duì)各類型用戶的關(guān)懷缺乏基礎(chǔ)，影響關(guān)懷效果LagofCRMconstructionandinconsistentdatabaseleadtotheresultthatcustomercaringlacksoffundamentalinputandcustomercaringperformanceisnotsogoodCRM建設(shè)滯后的影響ImpactofCRMconstructionlagbehind未知客戶UnknownCustomer忠誠(chéng)用戶LoyalCustomer現(xiàn)有用戶BrandUser潛在客戶PotentialCustomer2134針對(duì)潛在的未知客戶(unknowncustomer)，CRM建設(shè)滯后會(huì)影響品牌知名度的提升Totheunknowncustomer,brandawarenessisinfluenced1針對(duì)已知潛在客戶(potentialcustomeridentified)，CRM建設(shè)滯后未能提高成交率Tothepotentialcustomer,dealrateisinfluenced2針對(duì)現(xiàn)有用戶(branduser)，CRM建設(shè)滯后影響了信任度和忠誠(chéng)度的提升，不利于刺激重購(gòu)意向Tothebranduser,brandloyaltyisinfluencedandwillingnesstoconductarepeatpurchaseisinfluenced

3針對(duì)忠誠(chéng)用戶(loyalcustomer)，CRM建設(shè)滯后不利于推薦度的提高Totheloyalcustomer,thewillingnesstorecommendisinfluenced4資料來源：羅蘭貝格分析Source:RolandBergeranalysis2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes寶馬經(jīng)銷商CRM系統(tǒng)在架構(gòu)、使用和監(jiān)管方面都已經(jīng)形成了較完善的運(yùn)行規(guī)則BMWdealershavebuiltarelativelymatureCRMsystemintermsofsystemsetup,datautilization,andimplementationsupervision寶馬經(jīng)銷商CRM系統(tǒng)BMWdealerCRMsystem系統(tǒng)架構(gòu)Systemframework系統(tǒng)使用Systemuse系統(tǒng)監(jiān)管Systemsupervision銷售CRM系統(tǒng)SalesCRMsystem售后服務(wù)CRM系統(tǒng)ServiceCRMsystem市場(chǎng)部MarketingDept.銷售部SalesDept.設(shè)CRM專員，使用權(quán)限較大AssignaCRMspecialistwithenoughauthorization使用系統(tǒng)開展客戶關(guān)懷和針對(duì)潛在客戶的營(yíng)銷活動(dòng)FullyutilizetheCRMsystemtocarethecurrentcustomersandattractingpotentialones每個(gè)銷售顧問有自己的CRM

DataPoolEverysalesrepresentativehashisownCRMdatapool銷售CRM同庫(kù)存數(shù)據(jù)庫(kù)連通，銷售員必須錄入已購(gòu)車客戶SalesCRMissynchronizedwithcustomerdatabase,andsalesrepresentativemustinputthecustomerwhohasboughtacar每個(gè)潛在客戶的信息以第一次錄入系統(tǒng)為準(zhǔn)，售出車輛一律歸為第一次將客戶資料錄入系統(tǒng)的銷售員ThefirsttimethatapotentialcustomerisinputintoCRMcounts售后服務(wù)部ServiceDept.規(guī)定車輛首保必須在售出店，否則不能享受免費(fèi)保修服務(wù)PolicyissetthatthefirstmaintenanceMUSTbeservedinthestorewherethecarisbought,otherwise,freeserviceisnotvalid首保后以車架號(hào)為準(zhǔn)建立售后檔案Afterthefirstmaintenance,thecarplatenumberisusedasanIDforaftersalesCRMdata經(jīng)銷商CRM系統(tǒng)獨(dú)立，每周一次打開對(duì)外端口供總部系統(tǒng)下載數(shù)據(jù)DealerCRMsystemisindependentandisopentoexternalporteveryMondayforheadquarterdownloading顧問在數(shù)據(jù)錄入后，沒有刪除或覆蓋該項(xiàng)記錄的權(quán)限Staffcannotdeleteorrewritetherecordafterthedataisinput第三方機(jī)構(gòu)抽檢銷售員的CRM數(shù)據(jù)庫(kù)，合格率不達(dá)標(biāo)的，按比例扣除經(jīng)銷商年終返利ThethirdpartywillcheckthedealerCRMdatabase,andaproportionalrewardwillbedeductedifCRMdataisnotqualified相互獨(dú)立Independent寶馬經(jīng)銷商CRM系統(tǒng)運(yùn)行情況BMWdealers'CRMsystem資料來源：案頭研究；羅蘭貝格分析Source:Deskresearch,RolandBergeranalysis2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causes

37在售后服務(wù)方面，奧迪在浙江和廣東表現(xiàn)不佳，也是造成品牌忠誠(chéng)度不高的原因之一InZhejiangandGuangdong,

Audidoesnotperformwellinservicewhichalsoleadstotherelativelylowbrandloyalty浙江省Zhejiang[%]主要豪華品牌售后服務(wù)表現(xiàn)Aftersalesserviceofmainpremiumbrand廣東省Guangdong[%]資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠誠(chéng)度弱——形成原因Decreaseinbrand-loyalty——causesQ:從售后服務(wù)來看，您覺得表現(xiàn)最好的品牌是？ FromAftermarketserviceperspective,whichbranddoyouthinkperformsbest?%38在浙江，奧迪的活動(dòng)和廣告均未能較好地傳遞車主最看重的“尊貴”價(jià)值點(diǎn)，營(yíng)銷溝通有效性有待于進(jìn)一步提高InZhejiang,Audi'sactivityandadvertisementarenotabletodeliverthemostvaluedpoint"Sophisticated"andtheeffectivenessofmarketingcommunicationneedsfurtherimprovement區(qū)域市場(chǎng)感性價(jià)值點(diǎn)重要性ImportanceofRegionalMarketPerceptualValue主要品牌市場(chǎng)活動(dòng)表現(xiàn)力MajorBrandsMarketingActivitiesPerformance主要品牌廣告溝通表現(xiàn)力MajorBrandsAdvertisingPerformance評(píng)論Comment主要品牌營(yíng)銷溝通感性價(jià)值準(zhǔn)確度——浙江省MajorBrandMarketingCommunicationPerceptualValueAccuracy-Zhejiang3營(yíng)銷溝通有效性有待提升——具體表現(xiàn)MarketingCommunicationEffectiveness——indicator

Sportive

Progressive

Sophisticated資料來源：奧迪中國(guó)20XX市場(chǎng)研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)奧迪的活動(dòng)和廣告在傳遞尊貴方面表現(xiàn)力較弱Audi'sactivityandadvertisementsupports"sophisticated"relativelyweakerthanmaincompetitors%39廣東情況和浙江類似InGuangdong,thesituationisquitesimilar區(qū)域市場(chǎng)感性價(jià)值點(diǎn)重要性ImportanceofRegionalMarketPerceptualValue