新速騰首批購(gòu)車客戶電話調(diào)研報(bào)告telephone survey report of new sagitar first wave custom

1、新速騰首批購(gòu)車客戶電話調(diào)研報(bào)告Telephone Survey Report of New Sagitar First Wave Customers部門 Division客戶關(guān)系管理部 CRM版本號(hào) Version01更新日期 Date2015-6-25 二.調(diào)研目的及方法 Survey Objectives and Methods 三.調(diào)研內(nèi)容 Survey Content 一.管理層摘要 Management Abstract目錄Catalogue信息獲取渠道 Information channels購(gòu)買理由 Purchase reasons 競(jìng)品車型 Competitors客戶構(gòu)成 Cu

2、stomers composition客戶特征 Customers characteristics 市場(chǎng)傳播調(diào)性研究Research on marketing communication tonality對(duì)產(chǎn)品、銷售及服務(wù)的滿意情況Satisfaction about products , service and sale客戶獲取新速騰的信息主要來自網(wǎng)絡(luò)廣告和熟人介紹，汽車之家是客戶訪問最多的網(wǎng)站。The customers get information about new Sagitar mainly from online ads and friends/family ,auto hom

3、e are the most popular website.客戶表示購(gòu)買新速騰的主要理由是其外觀設(shè)計(jì)和大眾品牌。The reason of customers buying new Sagitar is the excellent appearance and VW brand.客戶購(gòu)買新速騰前考慮的車型主要為凌度，邁騰，朗逸和高爾夫。Before purchasing ,the models customer considered mainly are Lamando, Magotan, Lavida and Golf.72.9%的客戶是首次購(gòu)車， 27.1%的客戶之前有過擁車經(jīng)歷，6%的

4、客戶為大眾品牌老客戶。72.9% of customers are first time buyers, 27.1 % of customers had a car before new Sagitar, 6% of customers are the VW brand maintain customers.管理層摘要Management Abstract 1/2客戶反映在銷售、服務(wù)過程中最滿意的是銷售人員態(tài)度好，最不滿意的是價(jià)格偏高，購(gòu)車時(shí)沒有優(yōu)惠/贈(zèng)品。Customers reflect that the most satisfaction is the good attitude of

5、sales staff , dissatisfaction are especially high prices and no discount or gift when you purchase.47.3%的客戶表示新速騰給人的感覺是靈活的、舒適的，39.2%的人表示其擁有時(shí)尚的設(shè)計(jì)。47.3% customers said the feeling of new Sagitar is flexible and comfortable, then stylish design. 車主主要特征：男性居多，26-35歲，大?；虮究茖W(xué)歷，已婚有小孩，家庭月收入0.5-2萬(wàn)。Owners main f

6、eatures, mainly male, 26-35 years old, junior college or undergraduate degree, married with children, monthly e of family 5,001 -20,000 yuan.89.9%的客戶明確表示會(huì)向親友推薦這款車。 89.9% of customers would mend new Sagitar to friends and relatives.管理層摘要Management Abstract 2/2 調(diào)研目的及方法Survey Objectives and Methods調(diào)研時(shí)間

7、Survey Time調(diào)研對(duì)象Survey Object樣本數(shù)量Quantity of Samples2015年5-6月 May - June 20152015年3至5月 4,285位新速騰私人車主 March - May 2015 4,285 Private buyers of New Sagitar訪問成功樣本2000個(gè)（訪問成功率46.7%） 2000 Effective Samples（Call Success rate 46.7%）調(diào)研方式Survey Methods電話回訪 Telephone Visit調(diào)研目的Survey Objectives了解首批購(gòu)車客戶獲取新速騰的信息渠道

8、，購(gòu)買理由，購(gòu)車前考慮的車型，對(duì)銷售、服務(wù)過程的滿意情況等。 Find out customer information channels, purchase reasons, competitive cars, satisfaction on sales and service process. 客戶獲取新速騰的信息主要來自網(wǎng)絡(luò)廣告，熟人介紹，網(wǎng)絡(luò)測(cè)評(píng)文章/論壇，經(jīng)銷商展廳。The customers get information about new Sagitar mainly from Online Ads, friends/family，Online articles, showro

9、om.信息獲取渠道分析Analysis of Access to InformationQ6. 您是通過什么信息渠道了解到新速騰呢？（多選）How do you know the new Sagitar？Multiple choicen=2000訪問過的網(wǎng)站W(wǎng)ebsites visited by New Sagitar buyers對(duì)于網(wǎng)絡(luò)渠道獲取信息的客戶,汽車之家是被訪問最多的網(wǎng)站。For the online customers, auto home are the most popular website.Q6.1.您訪問了哪些網(wǎng)站呢？（多選）Which website do you

10、visit? Multiple choicen=1005客戶購(gòu)買新速騰前考慮的車型主要為凌度，邁騰，朗逸，高爾夫。Before purchasing , the models customer considered mainly are Lamando, Magotan , Lavida, Golf .考慮過的車型分析 Analysis of Models consideredQ7. 在您決定購(gòu)買新速騰之前，您還考慮過哪些車型呢？（多選）Before you decide to buy the new Sagitar, which models do you consider? Multipl

11、e choice n=1439一汽-大眾FAW-VW =30.2%上海大眾SVW =32.3%客戶購(gòu)買新速騰的主要是因?yàn)槠渫庥^設(shè)計(jì)，大眾品牌次之。The reason of customers buying New Sagitar is excellent appearance，VW brand and Handling.購(gòu)買理由分析Analysis of Purchase Reasons Q8. 您最終選擇新速騰原因是？（多選）What is the reason you choose the new Sagitar finally? Multiple choice n=2000 72.9%

12、的客戶是首次購(gòu)車，27.1%的客戶之前有過擁車經(jīng)歷，6%的客戶為大眾品牌老客戶。 72.9% of customers are first time buyers, 27.1 % of customers had a car before new Sagitar, 6% of customers the VW brand maintain customers.客戶構(gòu)成Customers Composition=27.1%n=2000Q3. 這是您購(gòu)買的第一輛轎車么? Is the car your first purchase?Q4. 那您是增加購(gòu)買了一輛車還是置換了之前的車輛? Are yo

13、u buying another new one or replacing the former one ?客戶構(gòu)成_競(jìng)品轉(zhuǎn)化客戶 Composition_From Competitors Customers競(jìng)品轉(zhuǎn)化率為20.6%，競(jìng)品品牌主要為上海大眾大眾品牌、北京現(xiàn)代、奇瑞、通用雪弗蘭。Competing products conversion rate is 20.6%, competitor brand mainly are SVW VW brand, Beijing Hyundai，Chery，GM Chevrolet.n=543Q5. 您上一輛車是什么汽車品牌? What bran

14、d is your former car?客戶構(gòu)成_本品牌老客戶 Composition_VW Brand Customers 本品牌轉(zhuǎn)化率為6%。VW brands conversion rate is 6%.n=119Q5. 您上一輛車是什么汽車品牌? What brand is your former car?浙江、安徽和廣東地區(qū)產(chǎn)生新客戶較多，北京、黑龍江地區(qū)由競(jìng)品轉(zhuǎn)化來的客戶較多，北京和內(nèi)蒙古地區(qū)老客戶再購(gòu)比例較高。Zhejiang/Anhui/Guangdong appear large new customers, Beijing/Heilongjiangs conversion

15、 rate of competitors is high; Beijing/Inner Mongolias repurchase rate of VW brand is high.注:該比例算法為該地客戶構(gòu)成數(shù)量與該地售車數(shù)的比值；并去除了樣本量少于10的地區(qū)。Note: This proportion algorithm means the ratio of the number of customers composition and the cars sold out in one place，and in addition to the sample size is less than

16、 10.地區(qū)分布 Region Distribution TOP10 客戶構(gòu)成_地區(qū)分布TOP10 Customers Composition_Region Distribution TOP10年齡 Age教育程度 Educational status婚姻狀況 Marital status 性別 Gender家庭月收入 Monthly e of family n=2000n=1824n=1888n=1989n=1382客戶特征Characteristic of customers1/2車主主要特征：男性居多，26-35歲，大?；虮究茖W(xué)歷，已婚有小孩，家庭月收入0.5-2萬(wàn)。Owners mai

17、n features: mainly male,26-35 years old, junior college or undergraduate degree, married with children, monthly e of family 5,001 -20,000 yuan.n=2000行業(yè) Industryn=1862愛好 Hobbyn=1676職位 Positionn=1666客戶特征Characteristic of customers2/2n=1993車主主要分布于河北、四川和河南地區(qū)，88.7%的客戶為全款購(gòu)車，行業(yè)大多為加工制造業(yè)、政府、房地產(chǎn)，主要為普通員工及中級(jí)管理人

18、員，愛好外出游玩及體育運(yùn)動(dòng)。 Owners are mainly distributed in Hebei, Sichuan and Henan,88.7% are full payment , industry are anufacturing/government/real estate , position are staff/junior manager , like outdoor activities and sports.地區(qū)分布 Region DistributionQ10. 新速騰給人什么樣的感覺？What is your feeling of the New Sagitar

19、 ? 47.3%的客戶表示新速騰給人的感覺是靈活的、舒適的，39.2%的人表示其擁有時(shí)尚的設(shè)計(jì)。47.3% customers said the feeling of new Sagitar is flexible and comfortable, then stylish design. 新速騰給人的感覺The feeling of New Sagitarn=1981Q11 您在購(gòu)買和使用新速騰的過程中對(duì)銷售或服務(wù)過程比較滿意的有哪些方面？（多選）What is your satisfaction for when you purchase and drive the new Sagitar

20、? Multiple choice客戶反映在銷售、服務(wù)過程中最滿意的是銷售人員態(tài)度好，提及率79.7%。 Customers reflect that the most satisfaction is the good attitude of sales staff.客戶對(duì)銷售、服務(wù)過程的滿意點(diǎn) Satisfied points注：以上產(chǎn)品和服務(wù)意見選取的為10人以上提及的部分。Note: The above advices are all be mentioned more than 10 people. n=1894Q12 您在購(gòu)買和使用新速騰的過程中對(duì)銷售或服務(wù)過程比較不滿意的有哪些方面？What is your dissatisfaction for when you purchase and drive the new Sagitar? 17.4%的客戶明確指出了對(duì)銷售、服務(wù)過程的不滿意點(diǎn),主要為價(jià)格偏高，購(gòu)車時(shí)沒有優(yōu)惠/贈(zèng)品。 17.4% of the customers have dissatisfied points, especially high prices and no discount or gift when purchasing.注：以上不滿意點(diǎn)選取的為7人以上提及的部分。Note