罗兰贝格-奥迪品牌战略规划报告-20140806

最终报告FinalReportChangchun,August,2014奥迪品牌战略

AudiBrandStrategy奥迪销售事业部AudiSalesDivision本项目旨在分析中国豪华车市场趋势和奥迪品牌现状，明确品牌提升方向、并给出落地的提升建议

从市场趋势出发，明确价值点锐化方向从伞品牌、产品细分市场和区域市场层面给出提升建议关键提升举措分析市场趋势和奥迪品牌现状分析中国豪华车市场趋势,覆盖消费者、产品、品牌传播和零售网络等维度从奥迪的品牌价值"尊贵、进取、动感"出发，研究中国消费者理解及需求趋势审计奥迪品牌现状，包括价值点表现及驱动要素表现明确品牌提升方向和落地提升建议基于奥迪品牌现状，明确品牌未来的价值点提升和锐化方向从伞品牌、产品细分市场、区域市场出发，给出落地提升建议结合奥迪当前工作，总结关键提升举措项目目标资料来源：奥迪项目招标书；罗兰贝格分析项目总体目标TheprojectaimstoanalyzeChinesepremiumvehiclemarketandAudiperformance,identifyingelevationrecommendationsandpracticalinitiatives

ValuesharpeningdirectionsidentificationbasedonmarkettrendsOverall,byproduct-lineandbyregionelevationrecommendationsKeyimprovementinitiativesMarketanalysisandAudiperformanceAnalyzeChinesepremiumvehiclemarket,coveringtopicsofcustomers,products,brandcommunicationandretailnetworkStudyChinesecustomersandtheirdemands,basedonAudi'sbrandvalues-"Sophisticated,Progressive,Sporty"AssessAudiperformance,includingitsvaluepointsandkeydriversIdentifyelevationrecommendationsandpracticalinitiativesIdentifyfuturebrandvaluepointsandsharpeningdirectionsbasedoncurrentperformanceOfferoverall,byproduct-lineandbyregionrecommendationsConcludekeyimprovementinitiativesbasedonAudi'scurrentperformanceProjectobjectiveSource:AudiRFP,RolandBergerAnalysisProjectobjective项目历程定性调研及中期汇报Qualitativeresearch&Interim通过定性研究，理解中国豪华车消费者需求特征及各品牌感知

Togaincomprehensiveunderstandingofconsumerneedsandbrandperceptionthroughqualitativeresearch20组座谈会20FGDs200个深访200IDIs10个城市10cities形成阶段性品牌评估结论和初步提升建议Toderivetentativebrandevaluationresultsandinitialsuggestions通过大样本定量调研对初步发现进行量化验证Toconductlarge-scalequantitativesurveytoverifyinitialfindings1,724样本1,724samples18个城市18cities综合调研发现，形成对中国豪华车市场消费者和品牌表现的初步分析ToconductinitialanalysisofChinesepremiumcarconsumersbasedonbothqualitativeandquantitativefindings定量调研及初步发现Quantitativeresearch&initialfindings资料来源：

罗兰贝格分析Source:RolandBergeranalysis2014年3月

Mar,20142014年1月

Jan,20142013年8月

Aug,2013项目历程ProjectProgress进一步挖掘市场新兴趋势，审视业内外举措，结合核心支柱和创新业务支柱制定提升建议Deepdivedemergingtrends,reviewedrecentindustryinitiatives,tosuggestelevationfromcorepillarsandinnovativebusinesspillars支持联合调研报告

SupportAG_ASDjointimagestudyreport战略报告初稿

BrandstrategyinitialreportdiscussionAG和ASD就本次联合调研形成对奥迪品牌表现，驱动杠杆表现等的分析报告AGandASDsummarizedAudibrandanddriverperformance并给出了高层级的提升建议Derivedhighlevelelevationsuggestions对联合调研发现和提升建议给予初步输入ProjectteamprovidedinitialinputstoJISfindingsandhighlevelelevationsuggestions战略报告从市场趋势和奥迪表现出发BrandreportisbasedonmarkettrendandAudibrandperformance明确价值点锐化方向,并从伞品牌、产品细分市场和区域层面给出提升建议Identifybrandimagesharpeningdirectionsandprovideelevationsuggestionfromoverallbrand,productsegmentandregiondimensions2014年4月

Apr,20142014年8月

Aug,2014深入挖掘市场新兴趋势、审视业内外厂商举措并分析奥迪面临挑战Markettrenddeepdive,reviewinitiativefromcompetitorandotherindustriesandanalyzeAudi'challenges结合核心支柱和创新业务支柱给出提升建议Suggestbrandelevationfromcorepillarsandfrominnovativebusinesspillars整合近期各区域分析给出落地建议IntegrateinputsfromrecentAudiregionreportsandgivedetailedsuggestions2014年6月

June,2014战略报告更新稿

Brandstrategyupdatedreport项目组结合市场趋势、业内外对标和品牌现状，确定锐化方向和提升建议，并制定行动方案和从产品线和区域两方面的细化提升建议分析框架和方法分析框架和方法A.趋势与对标A1.市场趋势

B.品牌锐化方向及提升建议"面向未来的创造力"引领品牌锐化C2.分区域提升建议C1.分产品线提升建议沿传统支柱和创新业务支柱展开B2.奥迪品牌整体提升建议A2.业内外对标

A3.奥迪现状及挑战B1.奥迪品牌锐化方向C.细化提升建议D.关键行动计划D2.行动计划D1.关键举措AnalysisframeworkandmethodsA.Trends&BenchmarkA1.MarketTrendsB1.SharpeningDirectionsLeadbrandsharpeningvia"Future-Oriented"creativityC2.ByRegionRecommendationsC1.ByProduct-lineRecommendationsincludingtraditionalpillarsandinnovativebusinesspillarsB2.ElevationRecommendationA2.BenchmarkA3.Status&ChallengeB1.SharpeningDirectionC.DetailedSuggestionsD.KeyActionPlanD2.ActionPlanD1.KeyInitiativesProjectteamstudiedmarkettrends,benchmarksandcurrentperformance,toidentifiedsharpeningdirections,elevationrecommendationsandactionplan,aswellasdetailedsuggestionsbyproduct-lineandbyregionAnalysisframeworkandmethodology项目摘要(1/2)豪华车市场趋势消费者：新一代消费群体的兴起，包括年轻购车者、女性用户、二次购车人群、三至五线城市消费者及现代价值观人群等，将带来更为多元化的需求产品：个性化和运动化的车型的需求将更为旺盛。随着传统汽车技术的成熟和同质化，前瞻技术的突破应用成为差异化的关键品牌传播：数字化趋势将进一步延续，线上互动进一步深化。相应地，线下愈发关注客户接触点的整体体验营销渠道：零售形态和服务模式更加多元和创新，终端营销随着意愿和能力的加强，将更为自主创新业务：创新业务蓬勃发展，愈发成为影响豪华车品牌的重要支柱，尤其体现在电动车全生态打造、互联网汽车、大数据下的客户关系重塑和汽车电商等新兴业务上豪华车品牌积极扩张并优化品牌形象，围绕传统核心支柱（产品、零售、品牌沟通、用户形象）和创新业务积极展开奥迪品牌锐化方向消费者认为在奥迪核心价值中，“尊贵”仍是最关键需求要素，“进取”其次，“动感”的重要性将逐步增强核心价值中，奥迪在“进取”的表现相对较好，尤其在“进取”的子价值点“有创造力的”上领先于竞品着眼未来，奥迪应通过强化面向未来的“创造力”以引领品牌形象锐化，逐步实现尊贵、进取、动感上的全面赶超项目摘要Projectsummary(1/2)ChinesepremiumvehiclemarkettrendsCustomer:Newcustomergroupemerging,includingyoung,female,repurchase,tier3/4citiesandmodernvaluecustomers,bringinginmorediversifiedneedsProduct:Strongerdemandinindividualizedandsportyvehicles;withthematurityoftraditionaltechnology,advancedtechnologyapplicationswillbecomethekeyforbranddifferentiationBrandcommunication:Furtherevolvingofdigitaltrendsandonlineinteraction;correspondingly,offlineexperiencewillfocusmoreonend-to-endexperienceRetailchannel:Morediversifiedandinnovativeretailformatsandservicepattern;strongerwillingnessandcapacityofdealermarketingInnovativeBusiness:Innovativebusinessesarebecomingmuchmoreimportantpillarsforpremiumbrandbuilding,especiallyintheEVEcosystem/newmobilityestablishment,Connectedcar,CRMwith"BigData"andAutoE-Commerce/cross-industryalliancePremiumautobrandsaggressivelyexpandChinabusinessandelevatebrandimageviatraditionalpillars(product,retail,brandcommunication&

userimage)andinnovativebusinesspillarsAudibrandsharpeningdirectionsSophisticatedisconsideredasthemostimportantvalue,followedbyProgressivewhileimportanceofSportyincreasesinAudivaluesystemProgressiveperformsrelativelywellamongallthreekeyvalues,especially"Creativity"sub-valueGoingforward,Audishouldstrengthenthefuture-oriented"creativity"toleadthebrandimagesharpeningandtosurpasscompetitorsinsophisticated,progressiveandsportyProjectsummarySource:RolandBerger项目摘要(2/2)奥迪品牌提升建议基于市场趋势和品牌锐化方向，我们在传统核心支柱(产品、零售、品牌沟通、用户形象)和创新业务支柱两方面提出了奥迪品牌整体提升建议同时参照分产品线和分区域的特点不同，我们提出了差异化的品牌传播侧重，比如：分产品线：对于Sporty和Roadster/Perform产品线，奥迪应通过沟通创新前瞻技术、强化极致操控体验、提供差异化服务，塑造出众形象；而对于DLim产品线，奥迪应通过凸显中国化高端元素、提供差异化的尊享服务、深化政经活动合作，塑造有内涵有声望的高端形象分区域：浙江地区需更重视动感，突出年轻和个性；而东北地区则应强调尊贵和进取元素综合传统核心支柱和创新业务支柱的落地提升建议，我们总结出十大关键提升举措传统核心支柱关键举措多元化中国产品线创新终端形态和流程专业化高端尊享体验聚焦化营销核心卓越数字营销具象化用户形象结合奥迪已有重点举措，我们进一步建议后续可考虑的行动方案项目摘要创新业务支柱关键举措系统化新能源生态深度本地化车载互联个性化会员"大数据"开放化前瞻服务协作Projectsummary(2/2)AudiBrandelevationrecommendationsProjectteamprovidedoverallelevationrecommendationsfromtraditionalpillars(product,retail,brandcommunication,driverimage)andinnovativebusinesspillarbasedonmarkettrendsandbrandsharpeningdirectionsMeanwhile,weprovideddifferentiatedanddetailedsuggestionsbyproduct-lineandbyregion,forexampleByproduct-line:Forsportyandroadster/perform,Audishouldhighlightadvancedtechnology,strengthensuperiormaneuverabilityexperienceandprovidedifferentiatedservicetoshapetheimageofextraordinary;ForD-Lim,AudishouldhighlightChinesepremiumelements,providedifferentiatedexclusiveservice,anddeepeneconomic/politicalcooperationtoshapetheimageofwell-establishedandprestigiousByregion:Zhejiangregionshouldfocusmoreonsporty,youngandindividualism,whileNortheastregionshouldemphasizeontraditionalprestigiousandprogressiveWerecommended10keyinitiativesalongtraditionalpillarsandinnovativebusinesspillars

KeyInitiatives-TraditionalPillarsProductlinediversificationRetailformatsandserviceprocessinnovationExclusivepremiumexperienceConsistentandfocusedbrandcommunicationDigitalMarketingexcellenceDriverimageconcretizationFurtheractionplanhasbeengenerated,andlinkedwithAudiexistingkeyinitiativesProjectsummarySource:RolandBergerKeyInitiatives-InnovativeBusinessPillars-SystematicNewEnergyVehicleEcosystembuildupDeeplylocalizedconnectedcarPersonalizedcustomer"BigData"E-comm.&serviceplatformcollaborationA. 豪华车趋势与对标14

Chinesepremiummarkettrendsandbenchmarks

B. 奥迪品牌锐化方向及提升建议 69

Audibrandsharpeningdirectionandelevationrecommendations C. 细化提升建议Audibrandelevationrecommendations

122 C1.分产品线提升建议Byproduct-linerecommendations C2.分区域提升建议ByregionrecommendationsD. 关键提升举措及时间表Keyinitiativesandtimeline 149E.附录–各产品线细化分析Appendix–Byproduct-linedetailanalysis156项目组结合市场趋势、业内外对标和品牌现状，确定锐化方向和提升建议，并制定行动方案和从产品线和区域两方面的细化提升建议分析框架和方法分析框架和方法A.趋势与对标A1.市场趋势

B.品牌锐化方向及提升建议"面向未来的创造力"引领品牌锐化C2.分区域提升建议C1.分产品线提升建议沿传统支柱和创新业务支柱展开B2.奥迪品牌整体提升建议A2.业内外对标

A3.奥迪现状及挑战B1.奥迪品牌锐化方向C.细化提升建议D.关键行动计划D2.行动计划D1.关键举措AnalysisframeworkandmethodsA.Trends&BenchmarkA1.MarketTrendsB1.SharpeningDirectionsLeadbrandsharpeningvia"Future-Oriented"creativityC2.ByRegionRecommendationsC1.ByProduct-lineRecommendationsincludingtraditionalpillarsandinnovativebusinesspillarsB2.ElevationRecommendationA2.BenchmarkA3.Status&ChallengeB1.SharpeningDirectionC.DetailedSuggestionsD.KeyActionPlanD2.ActionPlanD1.KeyInitiativesProjectteamstudiedmarkettrends,benchmarksandcurrentperformance,toidentifiedsharpeningdirections,elevationrecommendationsandactionplan,aswellasdetailedsuggestionsbyproduct-lineandbyregionAnalysisframeworkandmethodologyA. 豪华车趋势与对标

ChinesepremiummarkettrendsandbenchmarksA1. 市场趋势

Markettrends16展望中国豪华车市场未来发展，我们在消费者、产品、品牌传播、渠道和创新业务五个领域总结了十五大趋势A消费者中国豪华车市场发展趋势A1年轻化

女性比例增加A2二次购车增加A3B1个性化、运动化的产品线拓展B2前瞻技术的突破应用成为差异化关键D1多元化、创新的零售形态和服务模式D2终端营销自主化，有效性需积极引导现代价值观人群占比上升A5C1线上平台尤其移动端成为互动重点C2线下触点强调端到端整体体验三至五线城市逐步兴起A4B产品C品牌传播D渠道资料来源：罗兰贝格分析E创新业务系统化打造全新电动车完整生态大数据下的客户关系重塑快速迭代、联盟协作的汽车电商E1E2E3E4深度场景定制的互联网汽车时代17A.CustomerChinesePremiumVehicleMarketTrendsA1A2A3B1PersonalizedandsportyB2AdvancedtechnologyapplicationasdifferentiationedgeD1Diversifiedretailformat&serviceofferingD2Willingnessofdealers'marketingA5C1DigitalizationandonlineinteractionC2Focusmoreonend-to-endofflineexperienceA4B.ProductC.BrandCommunicationD.RetailNetwork资料来源：罗兰贝格分析E.InnovativeBusinessSystematicEVEcosystembuildupCRMwith"BigData"AutoE-Commerce/

E-serviceAlliancesE1E2E3E4DeeplylocalizedInternetCarYoungerRiseoffemalecustomersRiseoftier3-5citiescustomersRiseof2ndbuyerRiseofmodernvaluecustomersWesummarized15majorpremiumautomarkettrendsalongcustomer,product,brandcomm.,retailnetworkandinnovativebusiness18年轻化：35岁以下购车者比例增加,未来仍会上升，对前瞻技术和动感诉求增加

中国豪华车用户日趋年轻化，品牌营销侧重需关注他们的需求Chinesepremiumvehicleusersbecomeyoungerrequiringbrandingmarketingtopaymoreattentiontotheirdemand35岁以下消费者群体的比例增加，预计2014年将超过50%，未来还将继续增加Proportionofconsumersbelow35yearsoldisincreasingandforecastedtoover50%in2014withcontinueincreaseinthefuture年轻用户消费群更偏好时尚个性化，且更容易接受新技术的应用和新颖的营销方式Youngconsumergroupfocusesmoreonfashionandpersonality,andislikelytoacceptnewtechnologyapplicationandnewbrandmarketing

2014100.0%2020F100.0%2009100.0%3.4%25-34岁25-34yearsold35-44岁35-44yearsold45岁及以上45andolder25岁以下25andyonger中国豪华车市场的未来趋势——消费者年轻化FuturetrendofChinesepremiummarket–YoungerconsumersA1年轻化Youngerconsumers评论Comments资料来源：罗兰贝格分析Source:RolandBergeranalysis中国豪华车市场的消费者年龄结构ConsumersagestructureofChinesepremiumvehiclemarket

19女性比例增加：女性消费者比例上升，对个性化和外观诉求强烈中国豪华车市场女性用户比例迅速增加Theproportionoffemalepremiumvehicleconsumersincreasesrapidly.女性企业家、富二代和职场女金领等高收入人群的增加，极大的提高了女性的消费能力Increasingproportionoffemaleentrepreneurs,2ndgenerationrichandfemalegoldencollarwithhighincomeimproveswomenconsumptioncapacity现代豪华车的追求时尚动感的潮流，使得传统豪华车用户的性别定位开始模糊化Modernpremiumvehiclespursuefashionandsportywhichmaketraditionalgenderdefinitionindistinctforpremiumvehicleowners中国豪华车市场的消费者性别结构ConsumersgenderstructureofChinesepremiumvehiclemarket2012100.0%女性Female20131)100.0%男性Male中国豪华车市场的未来趋势——女性用户比例增加FuturetrendofChinesepremiummarket–RiseoffemaleconsumersA2女性比例增加Riseoffemaleconsumers1)2013年1~8月数据Basedondataduring2013Jan.toAug资料来源：罗兰贝格分析Source:RolandBergeranalysis评论Comments

20二次购车增加：增购、换购占比上升，对品牌体验和销售服务等提出更高要求中国豪华车用户二次购车比例增加Re-purchasingincreasesinChinesepremiumvehiclemarket随着整体汽车市场发展，升级换代的需求增加Thedemandforupgradingincreaseswithoverallautomarketdevelopment新产品的不断推出，价格的日渐亲民，都降低了豪华车用户的入门门槛Newproductandlowerpricecouldlowerthresholdforentrypremiumvehicleusers有用车经验的用户更关注品牌的内涵价值和外在形象Experiencedusersfocusmoreonbrandvalueandimage中国豪华车市场的未来趋势——二次购车比例增加FuturetrendofChinesepremiummarket--Increasingproportionofre-purchaseA3二次购车增加

Increasingproportionofre-purchasing资料来源：罗兰贝格分析Source:RolandBergeranalysis评论Comments首购Male二次购车Female2009100.0%2012100.0%中国豪华车市场的消费者二次购车比例Consumerre-purchasingproportionof

Chinesepremiumvehiclemarket21三至五线城市逐步兴起：三至五线城市销量快速增长，消费理念追随更为成熟的一二线城市资料来源：豪华车上牌统计数据，罗兰贝格分析析Source:Premiumvehicleregistrationdata,RolandBergeranalysis中国豪华车市场的未来趋势——三至五线城市逐步兴起FuturetrendofChinesepremiummarket--Increaseof3-5tiercities32.5%100.0%65.5%34.5%2006100.0%65.0%35.0%200768.6%31.4%2008100.0%100.0%201073.2%26.8%2009100.0%67.5%201120122013

1)100.0%76.1%23.9%100.0%78.0%22.0%100.0%78.1%21.9%1)2013年1~10月上牌数据Dataduring2013JantoOctA4三至五线城市逐步兴起Emerging3-5tiercities豪华车销售渠道下沉，三至五线城市销量成为豪华车市场的主力Withmorepenetrationinlowerlevelcities,majorpremiumvehiclesalesvolumecomesfromtier3-5cities三至五线城市豪华车销量占比从2006年至2013年的复合增长率为2.7%.TheCAGRfrom2009to2013intier3/4citiesis2.7%2013年三至五线城市豪华车销量占中国豪华车销量的近80%，成为主力销售市场In2013,thesalesvolumefromtier3/4citiesasmainstreammarketisalmost80%oftotalpremiumvehiclesales

评论Comments中国豪华车市场的区域销量比例RegionalsalesvolumesofChinesepremiumvehiclemarket三至五线城市Tier3-5cities一二线城市/Tier1/2cities22现代价值观人群重要性上升：现代价值观人群占比上升，带来多元化的产品(如高端FBU车型)和金融服务等需求资料来源：豪华车上牌统计数据，罗兰贝格分析析Source:Premiumvehicleregistrationdata,RolandBergeranalysis中国豪华车市场的未来趋势——现代价值观人群重要性上升FuturetrendofChinesepremiummarket–IncreaseofmodernvalueconsumersA5现代价值观人群重要性上升Riseofmodernvalueconsumers预计到2020年，持有现代价值观的人群占比将更大，而传统价值观人群较少Itisestimatedthatnumberofpeoplewhoholdsmodernvaluewillincreasewhiletraditionalonedecreasesby2020传统价值观人群目前占比47%，2020年占比为41%1)Traditional:47%fornowand41%for2020现代价值观人群目前占比53%，2020年占比为59%2）

Modern:53%fornowand59%for2020现代价值观人群占比上升，带来多元化的产品(如高端FBU车型)和金融服务等需求Moderncustomerpercentageincreases,resultingindiversifiedproductrequirements(High-endFBU),autofinancerequirement,etc功成名就/Accomplished体面时尚/Decent职场精英/Careerelite自由进取/Progressive人群分类Category2014年3)预计2020年2020F5%11%34%6%16%21%7%7%13%35%8%14%18%5%传统价值观人群Traditional现代价值观人群Modern传统价值观人群Traditional现代价值观人群,Modern1)2)对于“体面时尚”组别以50%比例在传统价值观及现代价值观之间进行分配3)基于本次奥迪品牌联合调研47%41%53%59%自由自在/free渴望成功/Desireforsuccess时代精英/Eliteofthetimes

评论Comments中国豪华车消费者价值观特征分布ValuesholdbyChinapremiumcarcustomers个性化、运动化：产品线覆盖更广，个性化和运动化为豪华品牌未来主流个性化和运动化车型是豪华品牌未来产品引进和国产计划的重点

Individualizedandsportyvehicleisthefocusofpremiumbrand'snewFBUandCKDmodelslaunchingplan这一产品趋势的变化主要是因为

Reasonsbehindthisfuturetrendmostlyare豪华车消费人群的转变：年轻人及女性消费者的比重上升Customergroup:increasingamountofyoungpeopleandfemale汽车消费理念的转变：汽车的价值由功能性代步拓展为满足情感和精神诉求的重要载体Consumptionconcept:vehiclevalueexpandsfromfunctionaltransportationtotheimportantwayofemotionalandspiritualfulfillmentB1资料来源：IHS数据库，罗兰贝格分析;Source:IHSdatabase,RolandBergeranalysis中国豪华车市场的未来趋势——个性化和运动化车型FuturetrendofChinesepremiummarket–Individualizedandsportyvehicle个性化和运动化车型Individualizedandsportyvehicle

评论Comments2014-2018年奔驰和宝马产品引进和国产计划1)2014-2018MB&BMWnewFBU&CKDmodelslaunchingplan20142015201620172018Hatchback1111Sedan21Coupe431SUV1221Sports111Others21个性和运动化车型IndividualizedandsportyvehiclemodelTotal4386331)FBU和CKD车型不重复计算;NodoublecountingofFBUandCKD传统技术同质化，前瞻技术差异化：传统汽车技术趋于成熟，前瞻技术的突破应用成为品牌差异化的关键越来越多消费者购买新车时，将技术创新程度作为考虑因素Technologyinnovativedegreeistakenintoconsiderationwhenpurchasing消费者认为拥有技术创新能力的企业有能力引领汽车革命Customersbelievethatinnovativecompanieswillleadtherevolution对于技术创新的理解，消费者更认可具有突破性的前瞻技术，而非传统技术的改良Asfortechnologyinnovation,consumersapproveadvancedbreakthroughsratherthantechnologyimprovement豪华车品牌除了满足消费者基本车功能诉求，还重视对其前瞻性技术和功能的推广，以获得消费者持续的关注Apartfromsatisfyingfunctionaldemands,premiumbrandsalsovaluethespreadoftheiradvancedtechnologytogetcontinuouscustomerattentionB2中国豪华车市场的未来趋势——技术创新FuturetrendofChinesepremiummarket–Technologyinnovation柴油机效率提升/Diesel-engineenhancements23%内饰装饰/Interiorstyling41%外观装饰/Exteriorstyling49%汽油机效率提升/Gasoline-engineenhancements53%远程服务/Remoteservices56%轻量化/Lightweight57%驾驶性能提升/Drivingperformance60%新能源汽车/Newenergyvehicle60%实时定位服务(如智能交通交互)/Locationbasedservices67%智能车载系统(如AppleCarPlay)/Userfriendlyinterfaces67%智能操控(如谷歌无人驾驶)/Assisteddriving(i.e.,Google)77%资料来源：罗兰贝格分析;SourceRolandBergeranalysis前瞻创新技术,Advancedtechnology技术创新Technologyinnovation

评论Comments消费者对“技术创新”的认可度Recognitionof"technologyinnovation"传统技术,Traditionaltechnology数字化和线上互动：社交媒体尤其移动互联终端愈发成为用户深度互动重点C1买车前在网上搜索相关信息Relevantinformationresearchbeforeshopping2013200392%1%愿意尝试网络购车的消费者比例Proportionofcustomerswhowilltryonlinepurchase中国豪华车市场的未来趋势——数字化和线上互动FuturetrendofChinesepremiummarket–Digitalizationandonlineinteraction新媒体时代下，消费者（尤其是年轻群体）倾向于通过数字化的线上渠道获取信息，比如：UnderNewMediaage,customers(esp.younggeneration)tendtoobtaininformationthroughdigitalizedonlinechannels,i.e.,购车前环节了解车辆基本信息和车友评价等Basicvehicleinformation,UGC1),etcbeforepurchasing购车后环节了解售后保养资料Vehiclecareknowledgeafterpurchasing在未来，中国消费者会更多地尝试通过网络渠道达成购车意向或进行购车，但考虑到支付安全、试车体验等多种因素，线上渠道更多地将只是作为线下渠道的补充和延伸Chinesecustomerswilluseonlinechanneltopurchaseinthefuture;however,consideringpaymentsecurity,testdrive,onlinechannelismoreasupplementaryforofflinechannel资料来源：奥迪内部分析，公开资料搜集，罗兰贝格分析Source:Audiinternalanalysis,publicinformation,RolandBergeranalysis1)UGC,UserGeneratedContent,用户原创内容数字化和线上互动Digitalizationandonlineinteraction

评论Comments数字化和线上互动频率的增强Frequencyofdigitalizationandonlineinteractionincreases73%第三方网站98%5%81%经销商网站社交网络制造商网站71.6%28.4%愿意尝试网络购车“网上购车可以省去不少流程，价格也有优惠，应该会是个未来趋势，但汽车毕竟不能算是小额消费品，如果我不实地去试试车，难免会不放心”——市民杨女士线下触点的整体体验愈发关键：线下触点的信息传递功能弱化，而更注重端到端的全过程整体体验

C2Avg2009=49.2%Avg2014=72.8%车主俱乐部/Ownersclub62%30%新品发布会/Newcarlaunches72%54%试乘试驾/Testdrive76%49%车展/Exhibition81%64%20142009关于品牌体验活动的描述语句，选择“重要”及以上的人数比例%ofcustomerswhoregardthefollowingexperiencingeventas“important”随着线上渠道的逐步成熟，信息获取和传递功能将从传统的线下渠道转移到线上Togetherwiththematurityofonlinechannels,informationgatheringandtransformationisnowshiftedfromofflinetoonline相应地，线下活动将更注重端到端的全过程整体体验，比如Accordingly,offlineeventsfocusmoreonend-to-endfullexperience,i.e.,试乘试驾、赛道体验等驾驶活动Testdrive,trackdrive品牌体验中心Brandexperiencecenter新车发布会Newcarlaunches各类车展Variouscarexhibitions高端车主俱乐部Premiumownersclub中国豪华车市场的未来趋势——线下体验的加强FuturetrendofChinesepremiumvehiclemarket–Importanceofofflineexperience资料来源：2009年奥迪品牌调研;2014年奥迪品牌联合调研Source:2009Audibrandingstudy;2014AudiJointImageStudy线下体验的加强Importanceofofflineexperience

评论Comments线下体验的重要性调研Surveyresultofofflineexperience零售形态和服务模式多元化：多元化、创新性的零售形态和服务模式满足用户变化的偏好和个性化服务需求D1过去Past现在Current将来Future二手车销售配件仓库新车销售配件销售机修钣金喷漆渠道发展提升客户满意度Businessdevelopmenttoensurecustomersatisfaction品牌提升以提高客户忠诚度Brandenhancementtoincreasecustomerloyalty加强品牌知晓度和沟通Enhancementofbrandaware-nessandcommunication二手车销售配件仓库新车销售配件销售机修钣金喷漆取还车社交活动休闲娱乐二手车销售配件仓库新车销售配件销售机修钣金喷漆取还车社交活动休闲娱乐品牌沟通用户体验"…从网络数量和渠道形式上，宝马都在积极布局和调整，以向新的战略方向转型…BMWisactivelyarrangingtotransittonewstrategicdirectionintermsofnetworkquantityandchannelformat"——华晨宝马销售经理Salesmanager,BMW渠道功能进一步拓展延伸，在传统的零售销售售后功能上增加客户体验和价值Furtherexpansioninchannelfunctions,addingcustomerexperienceandvalue尽早接触并影响潜在客户Contactandinfluencepotentialcustomersearlier未来提供更多与品牌沟通和互动的机会Moreopportunitiestocommunicateandinteractwiththebrandinthefuture渠道形式更加多元丰富，通过定位差异化适应不同市场的需求Diversifiedchannels,adaptingtovariousmarketsthroughdifferentiation,城市展厅，强调品牌宣传及潜客发掘Showroom,brandingandcustomerexploration都市快修店：仅提供机修功能，用来弥补城市中的服务覆盖盲点Quickserviceshop,mechanicalrepaironly(forblindpoints)中国豪华车市场的未来趋势——零售形态和服务模式多元化FuturetrendofChinesepremiumvehiclemarket–Diversificationofretailformats资料来源：竞品访谈，公开资料收集，罗兰贝格分析Source:Expertinterview,publicinformation,RolandBergeranalysis零售形态和服务模式多元化Diversificationofretailformats评论Comments宝马网络渠道功能发展Developmentofretailchannelfunctions

大型经销商集团对网络资源占比将不断提高，营销意愿和能力增强Networkresourcestakenbylargedealergroupswillcontinuouslygrow,withstrongermarketingwillingnessandcapability实力较强并主打豪华品牌的经销商集团，市场集中度进一步加强Marketconcentrationofthoserelativelystrongdealergroupswhichmostlysellpremiumvehicleswillfurtherincrease经销商集团与整车厂的合作逐渐向市场深度开发和后市场的多元化经营方向发展CooperationbetweendealergroupsandOEMsexpandstoin-depthmarketdevelopmentanddiversifiedaftersalesmarket要求厂商积极引导和配合以提升整体营销体系有效性PremiumOEMsneedtocloselymanageandsupportdealermarkettoimprovementoverallmarketingeffectiveness73%19%81%410200723%77%8112013前十大经销商集团Top102010其他Others27%~1,250中国豪华车市场的未来趋势——终端营销自主化FuturetrendofChinesepremiummarket–Willingnessofdealers'marketing资料来源：中国汽车流通协会，公开资料收集，罗兰贝格分析Source:CADA,publicinformation,RolandBergeranalysisD2终端营销自主化Willingnessofdealers'marketing终端营销自主化：终端营销的意愿和能力加强，要求厂商积极引导和配合以提升整体营销体系有效性评论Comments豪华品牌的经销商集团店数集中度Concentrationofdealergroupsforpremiumcars

营销自主化的意愿Willingnessofdealers'marketing自主营销意愿高HighWillingness自主营销意愿低

LowWillingness大型经销商集团实力和能力日益成熟，更愿意加强营销投入“厂家会做营销活动，在电视上投广告；我们自己也会做，

比如投我们这里的汽车电台”——贵阳，陶经理中小型经销商更多地被动配合厂商进行营销“我们小经销商的资源没那么强，目前的重心还是在销售上”——安徽，方经理中国豪华车市场的未来趋势——系统化打造全新电动车及个人移动完整生态FuturetrendofChinesepremiummarket–Electricvehicle&mobilityecosystem系统化电动车完整生态：领先OEM前瞻性的推动和布局电动车及个人移动服务，并在中国大力推进以引领未来生态系统和商业模式E1系统化电动车完整生态SystematicEVecosystem资料来源：专家访谈，罗兰贝格分析Source:Expertinterviews,RolandBergeranalysis

评论CommentsBMWi——完善的电动车及个人移动生态系统BMWi:anintegratedecosystemforElectricVehicle作为前瞻性的电动汽车和个人移动生态系统，BMWi的核心诉求为未来感和创新Asadvancedelectricvehicleandpersonalmobilityecosystem,BMWihasstrongemphasisonfuturisticandinnovation宝马利用多种形式推动和布局电动车及个人移动，力图引领未来生态系统和商业模式

BMWlaunchesmultipleinitiativesinelectricvehicleandpersonalmobility,totakealeadinfutureEVecosystemandtransformbusinessmodel宝马在中国已提前大力推进电动车基础设施及服务，已扩大i系列的规模和影响力

BMWinvestedheavilyinChinatopushforwardelectricvehicleinfrastructureandservices,toenableiseriesvehiclesvolumeandawareness未来感与创新Futuristic&Innovative互联驾驶ConnectedDriveBMWi移动应用BMWiapp全方位电动服务360°Electricservice宝马电驱动技术BMWeDrive碳纤维车架CFRP革命性车身架构Life-drivemodule零排放Emissionfree可持续价值链Sustainablevaluechain

可回收材料Recyclingmaterial连接性Connectivity出色表现Dynamicperformance生态可持续Eco-friendlySustainability灵活使用/共享

Flexibleuse停车位辅助Parking城市资讯/导航Information&routing未来移动创投Mobilityventurecapital中国豪华车市场的未来趋势——深度场景定制的互联网汽车时代FuturetrendofChinesepremiummarket–DeeplylocalizedInternetcar深度场景定制的互联网汽车时代：车载互联和全时在线将催生互联网汽车开放生态系统的生成和完善E2深度场景定制的互联网汽车时代DeeplylocalizedInternetcar资料来源：IHS，罗兰贝格分析Source:Publicinformation,RolandBergeranalysis

评论Comments汽车互联时代的到来将改变系统生态的竞争格局Connectivitydrivesthemarketandcompetitivelandscape移动互联重构汽车工业生态，厂商联盟纷纷推出实现智慧出行的互联用车服务，如上汽与阿里合作推出互联网汽车Connectedcarwilltransformtheindustrylandscape,leadingtointeractivedriverandvehicleconnectivity,e.g.SAICcollaborationwithAlibaba

for"InternetCar"基于用户使用场景、以用户体验为导向的定制化互联用车圈Customizedconnectedcarenvironmentbasedonusagescenariosanddrivenbycustomerexperience如集成高德导航、虾米音乐等的"yunOS"操作系统"yunOS"systemwithAmapandXiamiintegrated实现了从“汽车工业”向“汽车+互联网”双核生态的转变transformationfromautoindustrytoadual-core"Auto+Internet"mode互联汽车生态系统将带来新的互联汽车生态、新进入者和新的游戏规则evolvingecosystemwillleadtonewlandscape,newplayersandnewprinciplesTODAY'SWORLDTOMORROW'SWORLDOEMsSUPPLIERSINTERNETCOMPANIESDEVICEMANU-FACTURERSOPERATORSIT/INFRASTRUCTUREPROVIDER移动互联趋势Con-nectivityTrend互联汽车生态Con-nectedCarEco-system中国豪华车市场的未来趋势——大数据下的客户关系重塑FuturetrendofChinesepremiummarket–CRMin"BigData"environment大数据下的客户关系重塑：随着互联网的普及，基于呼叫中心的客户关系管理系统将全面进化为基于大数据分析的CRM平台E3大数据下的客户关系重塑CRMin"BigData"environment资料来源：公开资料收集，罗兰贝格分析Source:Publicinformation,RolandBergeranalysis

评论Comments基于大数据的CRM平台搭建EstablishmentofCRMplatformbasedonbigdatasolutions互联网及大数据分析处理能力的提升将重塑客户关系管理系统及实践im