Lavida朗逸上市經(jīng)銷商市場推廣指導手冊3

Lavida朗逸上市經(jīng)銷商市場推廣指導手冊2008年6月15日內(nèi)部文件區(qū)域市場及競品定位分析品牌定位及目標客戶群描述

產(chǎn)品定位

目標客戶群描述LAVIDA朗逸上市市場推廣指導

上市階段區(qū)域傳播行程VI規(guī)范及廣告模版經(jīng)銷商上市活動模版CRM指導上市文件/物料清單及到達時間目錄Lavida朗逸主要競爭對手市場表現(xiàn)單位：千輛Unit:10005月改款上市垂直切換ExcelleNBGPwilllaunchinMay，Totallyreplacespreviousone07年9月改款上市Peugeot307GPlaunchedinSep.20074月新一代上市老款繼續(xù)銷售NewElantraNBlaunchedinAprilwitholdgenerationkeepssellingNewCorolla

178EX

58New

100新寶來3季度上市New

Bora(ModelX)willlaunchinQ3New42Lavida朗逸主要競爭對手車型銷量結(jié)構(gòu)車型銷量結(jié)構(gòu)分布ModelMix

307，伊蘭特、凱越、寶來銷量主要集中在低端車型卡羅拉、思域、明銳銷量主要集中在高端車型數(shù)據(jù)來源：2007年上牌數(shù)***速騰、明銳為1.8T發(fā)動機Lavida朗逸主要競爭對手私人用戶特征-年齡、性別年齡分布Age性別Gender競爭對手消費者年齡主要集中在30-39歲Mostusersofcompetitivemodelsarefrom30to39yearsold307、Civic和Focus的消費者較為年輕，30歲以下比重較高Peugeot307,Civic&FocusNBhavemoreyoungusersbelow30yearsold.Civic,NewCorolla&CorollaEXhavelargeproportionoffemaleusers數(shù)據(jù)來源：2007年上牌數(shù)Datasource:Registrationfigure2007Lavida朗逸主要競爭對手私人用戶特征-學歷、婚姻狀況高等學歷(%)Higheducation(%)婚姻Maritalstate(%)*高等學歷指大專以上學歷Higheducationreferstocollegeeducationorabove大多已婚有子女(子女未成家)MostusersaremarriedwithkidsLavida朗逸主要競爭對手私人用戶特征-職業(yè)、收入職位Occupation(%)平均家庭年收入(萬元)Averagehouseholdincome(RMB10,000)

單位性質(zhì)Companynature(%)OctaviaCorolla307FocusNBElantraNBExcelleNB國有企業(yè)State-owned31.823.224.822.824.529.3政府/事業(yè)單位Government/Publicinstitution16.812.610.112.914.216.4外商獨資企業(yè)Whollyforeigninvested13.117.915.610.91715.5合資企業(yè)Joint-venture7.52020.217.81611.2民營/私營企業(yè)Private30.826.329.435.628.327.6OctaviaCorollaPeugeot307FocusNBElantraNBExcelleNB私營業(yè)主Self-employed30.932.529.426.932.828公司擁有者Enterpriseowner6.21.23.76.32.82.2中層管理人員Mid-levelmanager19.819.623.320.622.220.3高層管理人員High-levelmanager9.94.35.55.62.23.8技術(shù)人員Technician81115.312.511.115.4專業(yè)人士Professionals9.387.45.64.44.9教師/教授Teacher/Professor4.33.13.11.92.83.8一般職員/工作人員Staff8.6118.610.612.212.6自由職業(yè)者Freelancer2.583.16.97.28.2其他Others0.61.20.63.12.82.2私營業(yè)主和中層管理人員的比例較高。平均家庭年收入在12萬以上，其中，F(xiàn)ocusNB消費者收入較高Privateownersandmid-levelmanagerscoverslargeproportion;averagehouseholdincomesareoverRMB120,000;FocusNBusersenjoyhigherincomeamongthosecompetitorusers主要在國有企業(yè)和民營/私營企業(yè)工作。Alargepartofusersareemployedbystate-ownedenterpriseortheyareself-employed/enterpriseownersLavida朗逸主要競爭對手私人用戶特征-購置屬性車輛用途Usage(%)家庭擁有車的數(shù)量NumberofvehiclesineachFamily(%)這輛車的購置屬性VehicleOwnership(%)多數(shù)是第一次買車，其中Peugeot307和FocusNB用戶首次購車的情況最多。Mostarefirstbuyers,esp.Peugeot307andFocusNBusers.車輛用途主要是家用。Mainlyfordomesticuse.CorollaFocusNBPeugeot307Octavia沉穩(wěn)Calm&steady-going務實Practical有條不紊systematicalandinorder穩(wěn)妥Prefersolid&safetyposition理智Rational追求自由安逸的生活Pursuefreeandcozylife實際Realistic愛現(xiàn)Self-presenting安于現(xiàn)狀Easytosatisfy成功/成就Success/achievement生活/享受Life/Enjoyment時尚/潮流Fashionable/stylish傳統(tǒng)/穩(wěn)重Traditional/steady-going勤奮/上進Diligent/progressive既重內(nèi)在又重外表Caringaboutbothqualityandappearance追求高品質(zhì)的生活PursuehighqualitylifeElantraNB踏實/謙讓Surefooted/modest大眾化Ordinary追求簡單平和的生活PursueasimpleandpeacefullifeExcelleNB拼搏/有闖勁Endeavoring/Pioneering實際/重視物質(zhì)享受Realistic/Materialized追求自我實現(xiàn)和別人認可Pursueself-realization&approvalfromothersLavida朗逸主要競爭對手私人用戶特征-個性和價值觀Horizontal:Personalityvertical:Value主要競爭對手消費者在各RSSC的用戶結(jié)構(gòu)主要競爭對手包括Maincompetitorsincludes：Peugeot307,ExcelleNB,ElantraNB,FocusNB,TiidaNB,CorollaEX,NewCorolla,Civic,Octaiva,Cerato

A級三廂消費者以私人為主MostpurchasingofANBvehiclesareforprivateuse.數(shù)據(jù)來源：2007年上牌數(shù)Datasource:Registrationfigure2007主要競爭對手消費者在各RSSC的年齡段分布主要競爭對手包括Maincompetitorsincludes：Peugeot307,ExcelleNB,ElantraNB,FocusNB,TiidaNB,CorollaEX,NewCorolla,Civic,Octaiva,Cerato

華南、江蘇、浙閩、京津RSSC的消費者39歲以下比例相對較高；Huanan,Jiangsu,ZheminandJingjinRSSChaslargeproportionofcustomersyoungerthan39yearsold數(shù)據(jù)來源：2007年上牌數(shù)Datasource:Registrationfigure2007Lavida朗逸在各RSSC區(qū)域市場潛力全國平均Nationalaverage9.3%2007年A級三廂民用車市場及SVW大眾品牌表現(xiàn)ANBprivate/businessvehiclemarketsituationandSVWperformanceinY2007數(shù)據(jù)來源：2007年上牌數(shù)Datasource:Registrationfigure2007單位：千輛Unit:1000VW

RSSCNo.1No.2No.3No.4No.5Top5volume&shareSVWVWshare東北DongbeiJettaJunjieSagitarElantraNBExcelleNB6435155%4%華北

HuabeiJettaElantraNBSantana3000SantanaExcelleNB7752746%13%華南HuananCorollaEXFamiliaExcelleNBCivicF39059942%1%華中HuazhongElantraNBExcelleNBSantanaJettaChery4002541%14%江蘇JiangsuExcelleNBSantanaElantraNBFocusNBFamilia6714143%15%京津JingjinJettaSagitarExcelleNBCivicElantraNB6175440%7%山東ShandongJettaExcelleNBElantraNBFamiliaSantana6030341%12%上海ShanghaiExcelleNBSantanaSantana3000FocusNBOctavia2704258%29%西北XibeiSantanaElantraNBExcelleNBJettaSantana30003028941%16%西南Xi’nanJettaFamiliaElantraNBExcelleNBF34721035%6%浙閩ZheminExcelleNBElantraNBFocusNBFamiliaCivic7868543%9%中南ZhongnanExcelleNBElantraNBFamiliaF3Peugeot3073913138%7%TotalJettaExcelleNBElantraNBFamiliaSantana59420837%9%Lavida朗逸在各RSSC區(qū)域市場潛力及主要競品表現(xiàn)——A級三廂民用車*紅色表示SVW表現(xiàn)較弱的地區(qū)RedmarkrefersSVWhasweakperformanceintheseregions.數(shù)據(jù)來源：2007年上牌數(shù)Datasource:Registrationfigure200714Backup卡羅拉和凱越的車型銷量結(jié)構(gòu)NewCorollaExcelle1.6GLMT132,8001.6GLAT144,8001.8GL-iMT144,8001.8GL-iAT154,8001.8GLX-iMT156,8001.8GLX-iAT166,8001.8PREMIUM179,8001.8PREMIUMNavi199,8001.6MTCom107,8001.6MTLux117,8001.6ATLux127,8001.8MTLux121,8001.8ATLux131,800*數(shù)據(jù)來源：2008年1季度上牌數(shù)數(shù)據(jù)明銳幫和速廁騰的戶車型地銷量調(diào)結(jié)構(gòu)Mi纖ng婦ru灘iSa米gi早ta漏r1.凍6飄M負T(C綢la累ss蜘ic虹12容4,甩90拔0Co讀mf使or消t1荒34板,9詢00黃)1.味6至A洗T(C燃la遮ss百ic蓮1免36惑,9立00折C炒om辟fo蔽rt她1詞46突,9絞00守)1.蠟8L厭T豎SI(C腰om驅(qū)fo閣rt是1否66餅,9讓00El趴eg利an艇ce寬1右85謎,9鄉(xiāng)豐00神Na傻vi恢2踐08攪,0纏00凍)2.搏0岡M忽T界Co部mf唯or躲t13劃9,悄90膠02.辭0植A逐T便Co絲式mf龜or芬t15歸1,逮90聲01.肅6逼M甩T寧Ba耀s13削8,竟80延01.詳6籮A納T杜Ba寨s14窮9,挪80胳02.括0凝M槍T響Co惡mf殿or灘t15票7,悔80則02.簡0湯M任T習Co擠mf飯or服t16宗9,杜80究01.欄8T泊M殊T(C鍋om桐v郵el叨ve另t羽Se較at去1添69嫂,8勤00Co閉m庭le騎at鑼he朱r惰Se繭at恒1級73槐,8事00Lu貨x螺17興7,桑80愉0)1.盞8T狐A稱T(德Co獻m討ve漁lv顆et感S熱ea疾t1栽81扇,8捧00Co生m宋le吃at乳he炸r丑Se擺at拔18比5,臂80驚0兇Lu先x1浸89梨,8秀00城)*數(shù)踢據(jù)來曉源：20竟08年1季度績上牌泄數(shù)數(shù)松據(jù)產(chǎn)品螞定位你及目匯標客葛戶群徑概述產(chǎn)品框定位目標亡客戶申群描易述產(chǎn)品葡賣點歸分析安全百精湛現(xiàn)代誓設計舒適漠駕乘高強萄度安件全車鍵身MA幻玉BS系統(tǒng)TP若R(輪胎續(xù)氣壓考監(jiān)控延系統(tǒng))自動輕防眩環(huán)目內(nèi)凡后視糾鏡前排睬燃爆造式安醒全帶前排血安全濕帶未池系報革警前排梯側(cè)面遵安全透氣囊精湛貴制造厘工藝環(huán)保肌工藝。。是。。大器堵冼練愚的車琴頭造兄型簡約膊動感瓦的車組側(cè)造梯型雙筒哄晶鉆孟前大膀燈璀璨討靈動嫩尾燈寬厚百有勁象的車降尾設張計流暢翠曲面聲優(yōu)雅史內(nèi)飾開闊宴的乘畜座空田間。。貫。。全面蝕升級駱優(yōu)化掠的發(fā)鞭動機Ti損pt喂ro景ni核c形6檔手太自一低體變史速箱車身岡控制藏模塊案（BC使M）真皮恥多功喂能方碌向盤多功斯能行圓車電夫腦定速過巡航砌系統(tǒng)SD鄭/U癢SB接口/便Au銹x-伴in數(shù)字銀映像側(cè)六碟CD帶MP蜜3功能集成蠻式車誰載導山航系詞統(tǒng)。。挖。。夜。產(chǎn)品支持明朗流暢外型和寬敞舒暢座艙德國造車工藝和周全防護科技充沛動力靈敏操控和豐富便利的科技配情感