罗兰贝格-奥迪品牌浙江和广东区域市场提升战略P162

长春，20XX年12月Changchun,Dec.20XX中期报告讨论稿InterimReport(ForDiscussion)奥迪品牌浙江和广东区域市场提升战略

ImprovementstrategyforAudiinZhejiangandGuangdong中期报告研讨会目标Theobjectiveoftheinterimreportworkshop12形成对奥迪浙江广东两省品牌、网络、销售及服务发展现状的共识TransparencyofcurrentAudiDevelopmentstatusinZhejiangandGuangdong提出针对性的浙广两省销量提升深化建议DeepenedactionrecommendationsonAudi'ssales-upstrategyforZhejiangandGuangdong3总结奥迪浙江广东两省提升项目成效回顾ReviewsofAudi'sachievementsinZhejiangandGuangdonginprevioustwoyears资料来源：罗兰贝格Source:RolandBerger研讨会目标Workshopobjectives9W14W13W12W11W10W9W8W6W5W4W3W2W7W1十一月Nov

Oct竞争对手对标Competitorsbenchmark奥迪内部营销活动分析Audimarketingactivitiesanalysis

Modulesandkeytasks区域差异化营销建议RegionalMarketingframeandsuggestion调研数据解读Marketdataanalysisandexplanation广东浙江两省提升建议Twoprovincesrefinementsuggestions奥迪内部访谈ASDinternalinterviews广东浙江提升建议Guangdong&Zhejiangrefinementsuggestion大区/小区经理访谈ASDregionalmgmt.teaminterviews竞品实地访谈Fieldinterviewsofdealersofmajorcompetitors案头研究和电话访谈Deskresearchandphoneinterviews奥迪区域营销差异分析Audiregionalmarketingdifference调研执行Marketresearchfieldwork问卷设计内容沟通Questionnairecontentcommunication调研问卷设计Questionnairedesign案头研究Deskresearch全国消费者区域差异性研究Consumerdifferenceresearch项目启动会Kick-off20XX/1/23最终报告Finalreport20XX/12/31中期报告提交Interimreport消费者访谈提纲设计FGguidelinedesign本项目共14周，分为两个阶段，安排一次中期报告会和一次最终报告会

Thisprojectisstructuredintwophaseswithoneinterimreportandfinalreport,whichistobefinishedwithin14weeks资料来源：罗兰贝格Source:RolandBergerPRINCIPLE6:KNOWYOURCUSTOMERS全面、系统地了解奥迪营销活动的现状和浙江广东两省的发展状况SystematicallyunderstandcurrentAudimarketingstatusandGuangdong,Zhejiangprovincesdevelopmentsituation奥迪内部访谈Audiinternalinterviews竞争品牌营销数据库收集分析Competitormarketingdatabase奥迪销售大区总监访谈4人次，包括南区、西区、东区和浙江区4AudiregionaldirectorsinterviewsincludingSouth,West,EastandZhejiang奥迪市场经理和销售经理访谈12人次，包括东北区、北区、南区、西区、浙江区和东区12Audiregionalmarketingandsalesmanagersinterviews,includingNortheast,North,South,West,ZhejiangandEast奥迪授权经销商访谈Audidealerinterviews完成40家奥迪授权经销商市场经理的实地访谈Completed40fieldinterviewswithmarketingmanagersofselectedAudidealersanddealergroups建立了包括奥迪、宝马、奔驰、雷克萨斯及沃尔沃的市场营销活动数据库，收集了500条左右的数据SetupcompetitormarketingactivitiesdatabaseincludingBMW,MB,LexusandVolvo,totalaround500records按不同的营销环节对营销活动进行营销有效性分析Conductmarketingeffectivenessanalysisonthemarketingactivitiesatdifferentmarketingstages资料来源：罗兰贝格Source:RolandBerger项目已经完成第一阶段工作内容：主要任务是内外部调研、经销访谈及竞品调查ProjectprogressreviewforPhaseI5A. 奥迪浙江广东两省销量表现Audi'sSalesperformanceinZhejiangandGuangdong 7B. 奥迪浙江广东两省提升项目成效回顾和深化建议WorkreviewandimprovementsuggestionsforZhejiangandGuangdong 131. 品牌与营销BrandingandMarketing 152. 渠道Channel 893. 销售Sales 1184. 服务Service 1416A. 奥迪浙江广东两省销量表现Audi'sSalesperformanceinZhejiangandGuangdong牌7中国豪华品牌销量增长速度高于乘用车市场平均，至20XX年10月其市场规模已经达到乘用车新车销售的5%以上ThegrowthrateofpremiumcarsalesishigherthantheaveragelevelofChinesepassengercarsmarket,andbyOctober20XXthepremiumPVsalesvolumeoccupiesmorethan5%ofnewPVsalesvolume中国乘用车新车1)销量发展ChinesenewPVsalesgrowth(2004-20XX.10)CAGR=29%

otherbrand

MainpremiumbrandCAGR(06-09)35%28%豪华品牌比例Shareofpremiumbrand[千辆][thousandcars]高于市场平均AboveAverage4.2%4.8%5.5%4.9%5.6%资料来源：上牌量；罗兰贝格Sources:registrationdata,Rolandberger1)不含微面Donotincludecrossovermodels

8奥迪在全国豪华车市场保持较高的市场占有率，但其销量增速仍然低于市场平均AudikeepstakingupaleadingshareinChinesepremiumcarmarket,butitssalesgrowthisstillbelowaverage主流豪华品牌销量发展(2004-20XX.10)Mainpremiumbrands’salesgrowthCAGR=35%CAGR(06-09)69%38%53%38%24%46%奥迪市场占有率ShareofAudi[千辆][thousandcars]51%44%40%39%36%高于市场平均AboveAverage资料来源：上牌量；罗兰贝格Sources:registrationdata,Rolandberger

9浙江、广东两省主流豪华品牌销量居于全国前三位，且两省在全国市场销量占比在过去两年中有所上升MainpremiumbrandsalesinZhejiangandGuangdongranktop3inChinawithincreasedsalesproportionofdomesticsalesinthepasttwoyearsOthersChinaSichuanFujianLiaoningHebeiShandongShanghaiJiangsuGuangdongBeijingZhejiang

中国主流豪华车市场Top10省份销量(20XX1-10)salesvolumeoftop10provincesinChinesemainpremiumcarmarket分省销量比例sharebyprovince销量比例变化sharechange17%12%12%10%6%4%4%4%4%3%25%[千辆][thousandcars]资料来源：上牌量；罗兰贝格Sources:registrationdata,Rolandberger%1020XX年以来，奥迪在浙江市场的份额趋于稳定，主要原因是新车型Q5的强劲表现From20XX,Audi’smarketshareinZhejiangapproachesstableowingtostrongperformanceofnewmodelQ5浙江省主流豪华品牌销量表现(2004-20XX.10)MainpremiumbrandsalesinZhejiang奥迪与主要竞品市场份额变化(2004-20XX.10)marketsharechangeofAudiandmaincompetitors分级别奥迪与主要竞品销量比例(20XX.1-10)salesproportionofAudiandmaincompetitorsbyclass[千辆][thousandcars][千辆][thousandcars]BMWMBVolvoAudiBMWAudiMBOthersBMWAudiLexusOthersAudiMBBMWOthersMBAudiLexusOthersBMWPorscheAudiOthers高于08年Higherthan08低于08年Lowerthan08资料来源：上牌量；罗兰贝格Sources:registrationdata,Rolandberger%1120XX年截至10月，奥迪在广东已经成为市场占有率最高的豪华品牌；主要原因是A4和Q7市场份额的提升，及新车型Q5的强劲表现ByOct.20XX,AudiholdsNo.1marketshareinGuangdongpremiumcarmarketowingtoincreasedmarketshareofA4andQ7andstrongperformanceofnewmodelQ5广东省主流豪华品牌销量表现(2004-20XX.10)MainpremiumbrandsalesinGuangdongBMWMBVolvoAudiBMWAudiMBOthersLexusAudiMBOthersAudiMBBMWOthersMBAudiLexusOthersBMWPorscheAudiOthers高于08年Higherthan08低于08年Lowerthan08[千辆][thousandcars][千辆][thousandcars]奥迪与主要竞品市场份额变化(2004-20XX.10)marketsharechangeofAudiandmaincompetitors分级别奥迪与主要竞品销量比例(20XX.1-10)salesproportionofAudiandmaincompetitorsbyclass资料来源：上牌量；罗兰贝格Sources:registrationdata,Rolandberger12B. 奥迪浙江广东两省提升项目成效回顾和深化建议WorkreviewandimprovementsuggestionsforZhejiangandGuangdong品牌及营销Brand&Marketing渠道Channel销售Sales服务Service服务能力建设滞后，造成服务能力不足配件外流严重，扰乱配件市场秩序服务品质不高，导致客户满意度低加快服务能力建设，完善基础设施支撑严格配件管理，减少配件外流比例提升服务水平，提高车主服务满意度IIIIIIIV市场占有率相对于其他豪华车销量大省偏低单店销量低加大网络开发速度加强以市场为导向的车源配置加强对销售人员的培训落实经销商的营销费用广东和浙江网络发展速度滞后浙江网络销售秩序乱引入战略经销商，优胜劣汰引入多元化终端形态对现有二级网络进行备案托管加强价格管理由于品牌形象问题，奥迪在“认真考虑”环节表现相对较弱奥迪用户二次购买率低于主要竞品营销沟通有效性有待进一步提升强化D级及其他奢侈车型营销宣传，增强奥迪尊贵和动感形象来提升品牌偏好度加快建立CRM体系以及加强售后服务来提高品牌忠诚度建立有效的MPI评价体系，提升营销针对性管理摘要ExecutiveSummary根据奥迪各个环节的问题诊断，罗兰贝格提出以下提升战略AccordingtoissuediagnosisthroughoutthevaluechainofAudi,RolandBergerproposesfollowingimprovementstrategy管理摘要ExecutiveSummary问题诊断IssuesDiagnosis提升战略ImprovementStrategy根据奥迪各个环节的问题诊断，罗兰贝格提出以下提升战略AccordingtoissuediagnosisthroughoutthevaluechainofAudi,RolandBergerproposesfollowingimprovementstrategy问题诊断IssuesDiagnosis品牌及营销Brand&marketing渠道Channel销售Sales服务Service提升战略ImprovementStrategyServicecapabilityisbehindleadingtoinsufficientcapacitySeverepartsoutflowdisturbspartsmarketorderlowservicequalityleadstolowsatisfactionSpeedupbuildingservicecapabilityandinfrastructureStrictpartsmanagement,reduceoutflowrateImproveservicelevelandcustomersatisfactionIIIIIIIV

MarketshareislowercomparetoothertopprovincesinluxurycarsaleslowperstoresalesSpeedupnetworkdevelopmentEnhancemarketorientedcarresourceallocationEnhancetrainingtosalespersonSolidifydealer'smarketingexpense

NetworkdevelopmentspeedislaggedbehindinZhejiangandGuangdongLackofnetworkdisciplineinZhejiangprovinceIntroducestrategicdealergroupstoscreenoutthebadonesIntroducediversifiedoutletsRecordexistingtier2networkonfileDuetobrandimagenotmatching,Audiperformsnotsocompetitivein"consider"SecondarypurchaserateofAudiislowerthanmaincompetitorsPotentialofmakefurtherprogressinmarketingcommunicationseffectivenessandefficiencyImproveAudi'ssophisticatedandsportyimagetoimprovebrandpreferencewithDclass/SportyproductsmarketingpromotionStrengthenCRMsystemtoimproveloyaltyImproveeffectiveMPIevaluationsystemandimprovemarketingeffectivenessbyoptimizingeachmarketingelement管理摘要ExecutiveSummary管理摘要ExecutiveSummary15B.1 品牌与营销BrandingandMarketing在品牌和营销方面，奥迪目前在浙广两省主要存在品牌偏好度低、品牌忠诚度弱，以及营销沟通有效性低三大问题IntheaspectofbrandingandmarketingAudicurrentlyexistthreemainproblems,lowbrandpreference,weakbrand-loyaltyandloweffectivenessofmarketingcommunications奥迪两省现状审计StatusquoofAudi’sPerformanceinZhejiangandGuangdong品牌偏好度低lowbrandpreference品牌忠诚度弱weakbrand-loyalty品牌漏斗中，奥迪在"认真考虑"环节表现相对较弱Inbrandfunnel,

Audihasarelativelyweakperformancein"consider"广东浙江奥迪用户二次购买率为42-45%，低于主要竞品SecondarypurchaserateofAudiusersis42-45%inZhejiangandGuangdong,lowerthanmaincompetitor奥迪区域营销准确度低，在体现价值体系方面还可以进一步提升

lowaccuracyofAudiregionalmarketingactivities,whichcouldmakefurtherprogressinpropagationofAudivaluesystem活动在创造愉悦度方面有待提升ActivitiesdonotfullycreateDELIGHT营销沟通有效性有待提升Strengthmarketingcommunications123资料来源：罗兰贝格分析Source:RolandBergeranalysis存在问题Issues奥迪品牌“尊贵”感有待提升"Sophisticated"ofAudibrandneedstobeimproved奥迪奢侈车型比例较低lowrateofAudi’sluxurycar奥迪品牌“动感”形象落后于主要竞品ThesportiveimageofAudibrandfallsbehindthemajorcompetitors.奥迪个性化车型比例较低lowrateofcustomizedcars奥迪品牌形象过于传统、老化Audi’straditionalandageingbrandimage奥迪高端车型产品（A8）竞争力较弱，无法满足现有用户的“升级”要求Audihigh-endmodels(A8)don’thaveenoughcompetitivenessandcan’tsatisfythecurrentusers“upgrade”requirements奥迪尚未全面建立覆盖消费者全生命周期的CRM体系，导致现有客户资源的流失AudihasnotyetfullyestablishedtheCRM-systemtocoverthelifecycleofconsumer,resultinginthelossofcustomerresources奥迪售后服务产能遭遇不足，服务质量不佳，导致现有用户对品牌失去信心Theinsufficientcapacityofafter-salesserviceandpoorserviceleadtodecliningconfidenceofexistingusersanAudibrand.奥迪尚未形成对区域营销沟通的有效评价体系noeffectiveassessmentsysteminregionalmarketingcommunications区域营销沟通内容策划缺乏与总部的协同alackofcoordinationinthecontentplanningbetweenregionalmarketingcommunicationsandASD奥迪尚未形成系统化的营销活动宣传方案nosystematicpropagandaprogrammeinmarketingactivities.奥迪区域活动组织、执行有待提升Regionalactivityorganizationandexecutionneedtobeimproved.存在问题Issues具体表现Indicator形成原因Causes罗兰贝格通过“溢量”和“溢价”两个角度来分析奥迪品牌的整体健康程度RBuses"MoreVolume"and"MorePrice"toreflectthehealthystatusofAudibrand诊断品牌健康度的两个方法 Twodimensionstoreflectthehealthystatusofabrand资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌漏斗 BrandFunnel品牌溢价 BrandPremium溢量能力Morevolume通过品牌漏斗反映在各个层次上的客户流失率Brandfunnelreflectsthelosingratioofdifferentstage溢价能力Moreprice通过对比不同品牌的溢价能力的份额来反映溢价能力Comparingdifferentbrandspremiumratiotoreflectdifferentbrandpremiumab18与20XX年相比，奥迪在浙江和广东两省的情况已经有了全面提升Comparingwith20XX,Audi'sperformanceinZhejiangandGuangdongimprovescomprehensively品牌及营销审计－品牌漏斗Brandandmarketingaudit——Brandfunnel浙江Zhejiang广东Guangdong各层转换率有较大提升Convertratehasincreasedgreatly各层转换率有较大提升Convertratehasincreasedgreatly100%40%63%64%40%25%16%100%46%70%88%46%32%28%20XX20XX提示知晓know认真考虑consider购买buy推荐recommend100%42%48%77%42%20%18%100%46%54%96%46%25%24%20XX20XX提示知晓buy认真考虑consider购买buy推荐recommend资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌偏好度——具体表现Brandpreference——Indicator1在浙江市场，奥迪在“认真考虑”和“推荐”环节表现较弱，而在购买环节表现较强InZhejiangmarketAudiperformsrelativelyweakin"consider"and"recommend",strongin"buy"提示知晓know购买buy认真考虑1）

seriouslyconsider推荐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%浙江省品牌漏斗竞品比较20XXComparisonofbrandfunnelinZhejiang93%15%29%4%14%2%50%a品牌偏好度——具体表现Brandpreference——indicator资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)11）去4S店考察 Goingtothe4Sstore偏低Bad偏高Good在广东市场，奥迪在“认真考虑”环节表现较弱，而在购买环节表现较强InGuangdongmarketAudiperformsrelativelyweakin"consider",strongin"buy"提示知晓know购买buy认真考虑1）seriouslyconsider推荐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%广东省品牌漏斗竞品比较20XXComparisonofbrandfunnelinGuangdong91%13%25%3%12%2%67%品牌偏好度——具体表现Brandpreference——Indicatora资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

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

21产品缺乏吸引力，品牌形象不匹配，定价不合理是广东和浙江消费者拒绝奥迪4S店的主因

Productsattractionislow,brandimageisnotmatch,pricingisnotreasonablearethreekeyreasonsforcustomersinZhejiangandGudongdonotgoto4Sstores全国Overall浙江Zhejiang广东Guangdong客户不去奥迪4S店购车的原因ReasonsforrejectiontoAudi4SstoresProductBrandimagePriceMarketingAfterserviceSalesprocessAdd-onserviceServicepriceLoyaltyprogram资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌偏好度——具体表现Brandpreference——Indicatora1

22过去两年里，奥迪整体品牌溢价能力有所加强，相对于除宝马外的主要竞争对手均有所提升Inthepast2years,theoverallbrandpremiumofAudiincreasesacrossChina,andbrandpowerimprovedwithmajorcompetitorsexceptBMW奥迪整体品牌溢价能力对比Audibrandpremiumcomparison资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢价能力——具体表现Brandpreference——Indicatorb120XX年品牌溢价监测结果20XXBrandpremium20XX年品牌溢价监测结果20XXBrandpremium~~BetterWorse[%]表示该品牌相对于奥迪品牌溢价能力的百分比12%23经过2年的努力，奥迪在浙江地区的品牌溢价能力有了明显的提高After2yearsefforts,AudiimprovingherbrandpremiuminZhejiang浙江奥迪品牌溢价能力对比ZhejiangAudibrandpremiumcomparison资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢价能力——具体表现Brandpreference——Indicatorb120XX年品牌溢价监测结果20XXBrandpremium20XX年品牌溢价监测结果20XXBrandpremium~~BetterWorse[%]表示该品牌相对于奥迪品牌溢价能力的百分比18%24奥迪在广东的品牌溢价能力维持了基本稳定，但与宝马的差距在扩大

ThebrandpremiumofAudikeepssteadyinGuangdong,whilethegapwithBMWincreasedgreatly广东奥迪品牌溢价能力对比GuangdongAudibrandpremiumcomparison资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)品牌溢价能力——具体表现Brandpreference——Indicatorb120XX年品牌溢价监测结果20XXBrandpremium20XX年品牌溢价监测结果20XXBrandpremium~~BetterWorse[%]表示该品牌相对于奥迪品牌溢价能力的百分比

25在浙江和广东，奥迪品牌在各个价值点上表现和主要竞品相比还有不足，但差距正在缩小InZhejiangandGuangdong,Audidoesnotperformgoodasthemaincompetitorsintermsofthreevaluepoints,butthegapisnarrowing1品牌偏好度——形成原因Brandpreference——cause资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)广东奥迪品牌溢价能力对比GuangdongAudibrandpremiumcomparison浙江省品牌溢价监测ZhejiangBrandpremium广东省品牌溢价监测GuangdongBrandpremium~~20XX20XX~~20XX20XXBetterWorse%26在浙江和广东，奥迪品牌在各个价值点上表现和主要竞品相比还有不足，但差距正在缩小InZhejiangandGuangdong,Audidoesnotperformgoodasthemaincompetitorsintermsofthreevaluepoints,butthegapisnarrowing1品牌偏好度——形成原因Brandpreference——cause浙江省Zhejiang广东省Guangdong豪华车价值点重要性20XXvaluepoint’simportance品牌价值点表现差异20XXvaluedifferentiationsbybrand评论Comments奥迪在车主看重的“尊贵”价值点上表现不佳Audihasabadperformanceincustomers’mostvaluedpoint,“sophisticated"但相比20XX年，浙江三个价值点上与竞品的差距正在缩小；而广州在动感上和宝马差距变大了Comparedto20XX,thegapamongmaincompetitorsisshrinkingforallthreevaluepointsinZhejiang;andthegapbetweenAudiandBMWfor"Sportive"isbecomingwideinGuangzhou两省一层价值点重要性和竞品差异性First-levelvaluepoints’importanceandcompetitors’differentiationsinZhejiangandGuangdong

sportiveprogressivesophisticated资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

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

sportiveprogressivesophisticated20XX%27奥迪奢侈车型1)销售比例远低于竞品，是造成奥迪品牌形象不够尊贵的重要原因ThemuchsmallersalesproportionofAudiluxurycars1)isthemainreasonwhytheAudi’sbrandimageisnotsophisticatedenough20XX20XX评论Comments由于国产车型的不断推出，两省豪华车市场价格总体显现多元化趋势Becausenewdomesticmodelsarerolledoutceaselessly,themarketpricesofluxurycarsinthesetwoprovincesgenerallyappeardiversifiedtendency奥迪奢侈车型比例远低于竞品，是造成奥迪品牌形象不够尊贵的重要原因ThemuchsmallersalesproportionofAudiluxurycars1)isthemainreasonwhytheAudi’sbrandimageisnotsophisticatedenough浙江省和广东省奢侈车型比例在10%-20%，远低于奔驰和宝马TheproportionofAudiluxurycarsis10%-20%inthesetwoprovince,farsmallerthanthatofMercedesandBMW浙江省Zhejiangprovince广东省Guangdongprovince两省主要豪华品牌奢侈车型1)比例TheproportionofmainluxurycarbrandinZhejiangandGuangdong1)指主要销量MSRP在RMB50万以上的车型thecarswithsalespricemorethan500,000RMB

资料来源：上牌量；罗兰贝格分析Source:registrationdata,RolandBergeranalysis1品牌偏好度——形成原因Brandpreference——cause%28奥迪个性化车型1)销售比例在20XX年低于主要竞品品牌，是造成动感不足的重要原因，在20XX年该比例已超过奔驰与宝马品牌IndividualizedmodelsalesshareofAudiwassmallerthanthatofmaincompetitors,whichisthemainreasonthat"sportive"didnotperformwell,however,thissituationhaschangedin20XX20XX20XX评论Comments浙江省Zhejiang广东省Guangdong两省主要豪华品牌个性化车型1)比例Individualizedmodelsalesshareofmainpremiumbrandintwoprovinces1)包括SUV、MPV及Sports车型IncludeSUV,MPVandSports由于各种个性化车型的不断推出，两省豪华车市场个性化车型销售比例不断提升Sinceincreasinglymoreindividualizedmodelsarepublished,individualizedmodelsalessharekeepsgrowing奥迪个性化车型销售比例在20XX年低于主要竞品品牌，但两年之后，通过营销手段和新产品推出，其比例已经超过奔驰与宝马品牌，但仍有提升空间IndividualizedmodelsalesshareofAudiwassmallerthanthatofmaincompetitors.However2yearslater,AudiperformsbetterthanBMWandBenzinthisarea,owingtoimprovedmarketingactionsandnewproductlaunch.Inthefuture,thereispotentialtokeepdeveloping资料来源：上牌量；罗兰贝格分析Source:registrationdata,RolandBergeranalysis1品牌偏好度——形成原因Brandpreference——cause

29奥迪用户二次购买率仅有42%，大大低于主要竞品SecondarypurchaserateofAudi'sbuyersisonly42%,greatlysmallerthanthatofmaincompetitors

2品牌忠诚度弱——具体表现lowbrand-loyalty——Indicator品牌迁移矩阵Brandshiftingmatrix浙江省Zhejiang广东省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资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

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

30车主二次购车主要选择高端车型1)，但奥迪品牌奢侈车型在浙江广东两省市场影响力较低，造成奥迪现有用户二次购车大量流失CustomerusuallychooseLuxurymodelwhentheydecidetoupgradetheircurrentcar,butAudi’sluxurymodelshavelessinfluenceinZhejiangandGuangdong,resultinginagreatdecreaseinthenumberofcurrentownerswhobuyasecondAudicar2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes奥迪奢侈车型1)市场表现TheperformancesofAudi’sluxurymodelsinthemarket车主下次购车车型选择Thenextcarclasscustomersmainlychoose[%]两省奢侈车型主要品牌市场份额Differentbrands’marketshareoftheluxurymodelsinthetwoprovinces20XXvs20XX[千辆]浙江省Zhejiang广东省Guangdong资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)浙江Zhejiang广东Guangdong1)指主要销量MSRP在RMB50万以上的车型thecarswithsalespricemorethan500,000RMB

%31“尊贵”感在浙江省D级车市场重要性远高于其它一层价值点；而奥迪在尊贵价值点上的表现与宝马和奔驰存在较大差距Theimportanceofthesenseof“Sophisticated”issuperiortoothervaluepointsonthefirstlevelintheD-classcarmarketinZhejiang;whileAudi’sperformancesfallsfarbehindBMWandBenz伞品牌重要性TheimportanceofumbrellabrandD平台重要性差异ThedifferentiationofimportanceofD-platform主要品牌表现Performancesofmajorbrand评论Comments奥迪在尊贵方面不如奔驰和宝马Audiperformsweakerin"sophisticated"thanBenzandBMWD平台一层价值点重要性和竞品差异性——浙江省Theimportanceoffirst-levelvaluepointsanddifferentiationwithothercompetitorsinDclass——InZhejiang资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

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

Sportive

Progressive

Sophisticated2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes%32A8在消费者较看重的“值得信赖的”和“有领导力的”方面表现较弱Audi

A8performsweakinthetwoaspectvaluedbyconsumers:"Reliable"and"Leadership"D平台尊贵二层价值点重要性和竞品差异性——浙江省Theimportanceofsecond-levelvaluepointsanddifferentiationwithothercompetitorsonD-platform——InZhejiang伞品牌重要性TheimportanceofumbrellabrandD平台重要性差异ThedifferentiationofimportanceofD-platform主要品牌表现Performancesofmajorbrand评论Comments奥迪表现中庸，未能在重要的价值点上表现出色Audiperformsquiteeven,notabletoperformbetterinthoseimportantvaluepoints资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes%33“尊贵”感在广东省D级车市场重要性远高于其它一层价值点；而奥迪在尊贵价值点上的表现与宝马和奔驰存在较大差距Theimportanceofthesenseof“Sophisticated”issuperiortoothervaluepointsonthefirstlevelintheD-classcarmarketinGuangdong;whileAudi’sperformancesfallsfarbehindBMWandBenz伞品牌重要性TheimportanceofumbrellabrandD平台重要性差异ThedifferentiationofimportanceofD-platform主要品牌表现Performancesofmajorbrand评论Comments奥迪在尊贵方面不如奔驰和宝马Audiperformsweakerin"sophisticated"thanBenzandBMWD平台一层价值点重要性和竞品差异性——广东省Theimportanceoffirst-levelvaluepointsanddifferentiationwithothercompetitorsinDclass——InGuangdong资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

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

Sportive

Progressive

Sophisticated2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes%34A8在消费者较看重的“值得信赖的”“有品位格调的”和“有领导力的”方面表现较弱Audi

A8performsweakinthetwoaspectvaluedbyconsumers:"Reliable","Elegant"and"Leadership"D平台尊贵二层价值点重要性和竞品差异性——广东省Theimportanceofsecond-levelvaluepointsanddifferentiationwithothercompetitorsonD-platform——InGuangdong伞品牌重要性TheimportanceofumbrellabrandD平台重要性差异ThedifferentiationofimportanceofD-platform主要品牌表现Performancesofmajorbrand评论Comments奥迪表现中庸，未能在重要的价值点上表现出色Audiperformsquiteeven,notabletoperformbetterinthoseimportantvaluepoints资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes较为滞后的CRM建设和不统一的数据系统，导致对各类型用户的关怀缺乏基础，影响关怀效果LagofCRMconstructionandinconsistentdatabaseleadtotheresultthatcustomercaringlacksoffundamentalinputandcustomercaringperformanceisnotsogoodCRM建设滞后的影响ImpactofCRMconstructionlagbehind未知客户UnknownCustomer忠诚用户LoyalCustomer现有用户BrandUser潜在客户PotentialCustomer2134针对潜在的未知客户(unknowncustomer)，CRM建设滞后会影响品牌知名度的提升Totheunknowncustomer,brandawarenessisinfluenced1针对已知潜在客户(potentialcustomeridentified)，CRM建设滞后未能提高成交率Tothepotentialcustomer,dealrateisinfluenced2针对现有用户(branduser)，CRM建设滞后影响了信任度和忠诚度的提升，不利于刺激重购意向Tothebranduser,brandloyaltyisinfluencedandwillingnesstoconductarepeatpurchaseisinfluenced

3针对忠诚用户(loyalcustomer)，CRM建设滞后不利于推荐度的提高Totheloyalcustomer,thewillingnesstorecommendisinfluenced4资料来源：罗兰贝格分析Source:RolandBergeranalysis2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes宝马经销商CRM系统在架构、使用和监管方面都已经形成了较完善的运行规则BMWdealershavebuiltarelativelymatureCRMsystemintermsofsystemsetup,datautilization,andimplementationsupervision宝马经销商CRM系统BMWdealerCRMsystem系统架构Systemframework系统使用Systemuse系统监管Systemsupervision销售CRM系统SalesCRMsystem售后服务CRM系统ServiceCRMsystem市场部MarketingDept.销售部SalesDept.设CRM专员，使用权限较大AssignaCRMspecialistwithenoughauthorization使用系统开展客户关怀和针对潜在客户的营销活动FullyutilizetheCRMsystemtocarethecurrentcustomersandattractingpotentialones每个销售顾问有自己的CRM

DataPoolEverysalesrepresentativehashisownCRMdatapool销售CRM同库存数据库连通，销售员必须录入已购车客户SalesCRMissynchronizedwithcustomerdatabase,andsalesrepresentativemustinputthecustomerwhohasboughtacar每个潜在客户的信息以第一次录入系统为准，售出车辆一律归为第一次将客户资料录入系统的销售员ThefirsttimethatapotentialcustomerisinputintoCRMcounts售后服务部ServiceDept.规定车辆首保必须在售出店，否则不能享受免费保修服务PolicyissetthatthefirstmaintenanceMUSTbeservedinthestorewherethecarisbought,otherwise,freeserviceisnotvalid首保后以车架号为准建立售后档案Afterthefirstmaintenance,thecarplatenumberisusedasanIDforaftersalesCRMdata经销商CRM系统独立，每周一次打开对外端口供总部系统下载数据DealerCRMsystemisindependentandisopentoexternalporteveryMondayforheadquarterdownloading顾问在数据录入后，没有删除或覆盖该项记录的权限Staffcannotdeleteorrewritetherecordafterthedataisinput第三方机构抽检销售员的CRM数据库，合格率不达标的，按比例扣除经销商年终返利ThethirdpartywillcheckthedealerCRMdatabase,andaproportionalrewardwillbedeductedifCRMdataisnotqualified相互独立Independent宝马经销商CRM系统运行情况BMWdealers'CRMsystem资料来源：案头研究；罗兰贝格分析Source:Deskresearch,RolandBergeranalysis2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causes

37在售后服务方面，奥迪在浙江和广东表现不佳，也是造成品牌忠诚度不高的原因之一InZhejiangandGuangdong,

Audidoesnotperformwellinservicewhichalsoleadstotherelativelylowbrandloyalty浙江省Zhejiang[%]主要豪华品牌售后服务表现Aftersalesserviceofmainpremiumbrand广东省Guangdong[%]资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)2品牌忠诚度弱——形成原因Decreaseinbrand-loyalty——causesQ:从售后服务来看，您觉得表现最好的品牌是？ FromAftermarketserviceperspective,whichbranddoyouthinkperformsbest?%38在浙江，奥迪的活动和广告均未能较好地传递车主最看重的“尊贵”价值点，营销沟通有效性有待于进一步提高InZhejiang,Audi'sactivityandadvertisementarenotabletodeliverthemostvaluedpoint"Sophisticated"andtheeffectivenessofmarketingcommunicationneedsfurtherimprovement区域市场感性价值点重要性ImportanceofRegionalMarketPerceptualValue主要品牌市场活动表现力MajorBrandsMarketingActivitiesPerformance主要品牌广告沟通表现力MajorBrandsAdvertisingPerformance评论Comment主要品牌营销沟通感性价值准确度——浙江省MajorBrandMarketingCommunicationPerceptualValueAccuracy-Zhejiang3营销沟通有效性有待提升——具体表现MarketingCommunicationEffectiveness——indicator

Sportive

Progressive

Sophisticated资料来源：奥迪中国20XX市场研究 Source:Audi20XXChinamarketresearch

(n=1400,cities=29,age=18~55)奥迪的活动和广告在传递尊贵方面表现力较弱Audi'sactivityandadvertisementsupports"sophisticated"relativelyweakerthanmaincompetitors%39广东情况和浙江类似InGuangdong,thesituationisquitesimilar区域市场感性价值点重要性ImportanceofRegionalMarketPerceptualValue