上海汽车品牌策略英文(ppt 30页).ppt

ShanghaiGM,December,2002,Therearemanykindsofvehicles.Automobileispopularonlandway.Asanimportantpartofautomobile,carplaysakeyroleinmodernsociety.InChina,moreandmorepeopleholdaprivatecar,whatistheindustrygoingtobe?WhatshouldShanghaiGMdo?Followmeplease,December,2002,MacroscopicalEnvironment,Chineseeconomydevelopsquickly,2002GDPincreasesinarateas8%,reach10200billion.Chinahasthelargestpopulationintheworld.Manynewpoliciesstimulateconsumption.,December,2002,TrendofTechnology,ElectromotioncarGPS(globalpositioningsystem)HydrogenfuelbatteryAir-conditionerwithoutFluorinInformationcenter-withinternetSafety,EnvironmentFriendly,Comfortable-threekeycharacters,December,2002,Dopod686,Leader,GPS(GLOBALPOSITIONINGSYSTEM),December,2002,TheBloomingChineseMarket,Jun.Oct.,2002Autoproduceincrease34.85%,saleincrease35.55%。Carproduceincrease48.63%,saleincrease51.7%。,December,2002,SeveralBigCorporations,December,2002,ForeignCarmakersSeekMorePresenceinChina,Chinesecarmarket,alucrativecake,hasgarneredattentionsofnumerousforeigncarmakers.ChinasentrytotheWTO,aspoliciesonautosectorarerelaxed,manyinternationalwell-knownautofirmssetuptheirbasesinChinatoattractconsumersAutoconsumptionbecomesmoreandmorepopularinChina,asbothglobalanddomesticcarmakersaresharingthebigcake,Chinesecarmarketwillbecomemoreattractiveandmaturer.,December,2002,InternationalGM,HenryFordmadethefirstautomobilein1886;GeneralMotorwasestablishedin1908byWilliamC.Durant,isthebiggestautomobilemanufacturerintheworld;GMbecametheleaderofallautomanufacturerssince1931;Getthemarketshareover15%in2001.,GlobalMarket,SouthAmerica,AsiaPacific,NorthAmerica,Europe,December,2002,ShanghaiGM,EstablishedinMarch,1997,isthelargestjointventurecorporationofGMinChina.Producecars,engine,gear-boxandotherkindsofparts.Mainbrand:BUICKseries,SAILseries.WanttobethebestautomanufacturerinChina.,December,2002,RegalGS3.0anditsflagshipversion,BuickGlx,BuickNewCentury,NewBuickGL,BuickSeries,December,2002,Audi,Accord,Bora,CompetitorsofBuick,Passat,Hongqi,December,2002,ExternalOpportunitiesofShanghaiGM,1、TheindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialinChina.2、ThegovernmentthinkmuchofthedevelopmentofmotorcarindustrytocutdowntheinfluencefromWTO.3、Thegapbetweencompetitorsisnottoomuch,easytogetcompetitiveadvantageinfreecompetitionstage.4、Distributionquantityraisemuch,individualbuyerstakemoreandmoreproportion.5、Relatingservicesareimproving.6、Theindustryisjustbeginning,manystandardsneedtobeperfected.,December,2002,ExternalThreatsofShanghaiGM,1、Severecompetition,sizesmallerthanmultinationalcorporations.2、Heavytaxlimitsconsumption.3、Priceishighcomparedtoconsumersearning.4、Economicalcardoesnotmeettherequirementofenvironmentprotectionverymuch.5、Thepriceofimportcarwillbelowerasthetariffdown,domesticcarwilllosethepriceadvantage6、Poorcitytrafficandlimitedparkingplace.7、Dependonaffiliatedenterprisesformodel,poorR&Dability.8、Withoutglobalizationstock.9、Localprotection.,December,2002,ExternalFactorEvaluation(EFE)Matrix,December,2002,CPMMatrix,December,2002,MarketPositioning,December,2002,InternalstrengthofShanghaiGM,180retailoutletsdistribute104cities,30province,canbefoundalmosteverywhere.Maturebrand，highbrandloyalty.GlobalR&Dbranchmeetsdeferentdemands.Customer-firstservingidea,internationallevelservice.Softmarketing,manufacturing,logestics,ITsystem.Courtlikeadvertisement,richandcolorfulculturetransmittingactivities.Strongabilityinproductmixexpanding.GoodpublicimageHighqualityproduct.Bothproductandservicebeingimproved.,December,2002,InternalweaknessofShanghaiGM,Crossculturalclashcouldendinfailureofdecision-making.Frequencymergingmightgetshortageofcashflow.Toomanykindsofproductsbringnoscopeeconomy,costrising.Fittingsstockingbyelectroniccommerceisnotsomuch.Toomuchmediareportingcouldbeunderstoodtobeuntruthful.DoesntholdChineseconsumersmentalitydeeply.,December,2002,InternalFactorEvaluation(IFE)Matrix,December,2002,TOWSAnalysis,December,2002,TOWSAnalysiscontinued,December,2002,TOWSAnalysiscontinued,December,2002,SPACEMatrix,December,2002,TheInternal-External(IE)Matrix,December,2002,GrandStrategyMatrix,1.Productdevelopment2.Marketpenetration