奥迪A3成功案例分析-中英

Focus on hi-tech 主打科技配置 configuration For mature and rational clients, focus on hi-tech configuration of A3, such as semiautomatic parking system, passive safety device, imported car, Germany quality, high cost performance etc.
New clients 87%
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A3案例分析
► A3对客户的吸引点 • 奥迪品牌豪华但不张扬 • 时尚外观设计 • 独特，便于体现自我个性 • 进口车，性价比高 • 德国品质，安全性好 • 车身大小适中，易于驾驶及停车 • 空间大小适用
• 半自动泊车系统
• 全景观车窗
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A3 Case Analysis
A3成功案例分析 A3 successful case analysis
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A3案例分析
► A3客户群体分析
根据广东+广西14家经销商提供的现有A3客户资料，分别从客户行业分布、性 别比例、购车性质三方面进行分析，A3客户具有以下特征：
1百度文库
客户行业分布较广：A3的客户群分布于私营企业、个体户、服装行业、公务员、政府 机构、IT行业等。
主打适用性
针对家庭妇女人群， 主推A3车身较小易于 驾驶及停车，空间适 用，安全可靠等卖点 进行宣导；
使用金融解决方案
针对年轻人群财库积累 较薄弱，使用金融解决 方案有效降低客户资金 压力，轻松完成其购车 梦想。
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A3 Case Analysis
► A3’s main sales method
Car type switch 车型转介 From the clients who are intended to A4, realize them favorite and purpose, recommend them to purchase A3 according to the actual conditions; Warm service 热情服务 Most clients have visited several 4S stores, warm and patient service, accurate grasp on client’s demands are the important way for promoting clients to purchase car; Give personalized set 赠送个性套件 Since A3 doesn’t have the backing system, give navigation, backing video and appearance refit set for clients for avoiding negotiation on price and making clients feel delighted;
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女性比例增多：与A5相似，A3客户女性比例较奥迪其它车型多。
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部分为二次购车：有相当一部分是奥迪原有车主二次购买的，与A5相似。
详见下页详细数据
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A3 Case Analysis
► A3clients analysis
According to the A3 client’s data of 14 distributors in Guangdong + Guangxi, analyze from clients industry distribution, gender proportion and car purchasing nature, A3 clients have the following properties:
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More ladies: The same as A5, A3 clients have more female clients compared with other Audi cars
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Some clients are secondary car purchasing: A lot of Audi original car owners are to purchase the second car, the same as A5.
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Focus on applicability 主打适用性 For household ladies, focus on small size, applicable space and high safety of A3 for easy drive and parking;
Apply financial solution 使用金融解决方案 For young people, effectively drop the pressure on capital since young people have relatively low accumulation, and promote them to easily purchase the car.
首次购车 32%
A3客户购车比例分析
老客户增购 13%
30-40岁 48%
二次购车 68%
新增客户 87%
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A3 Case Analysis
► A3clients analysis
A3 clients industry distribution Garment
Others 44% industry 28%
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Wide distribution of client's industry : A5 clients are mainly in the private enterprise, selfemployed entrepreneurs, garment industry, Civil servants, government, administration ,IT industry etc.
A3 clients first car purchasing A3 <30 years and secondary car purchasing First car old proportion 36% purchasing
32%
30-40 years old 48%
Secondary car purchasing 68%
赠送个性套件
鉴于A3没有倒车系统， 在销售时适当赠送客户 导航、倒车影像、外观 改装套件等，一来规避 价格谈判，再者通过免 费赠送可让客户心情愉 悦；
主打时尚外形
针对年轻、时尚、 个性客户，以A3造 型设计时尚灵动， 色彩丰富、车型独 特易于体现个性为 吸引点打动客户；
主打科技配置
针对成熟及理性人 群，着重介绍A3科 技配置，如半自动 泊车系统、被动安 全装备、进口车德 国品质性价比高等；
Detailed information in shown in the next page
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A3案例分析
► A3客户群体分析
A3客户行业分布
服装行业 28%
A3客户性别比例
男 40%
其他 44%
企业高管 28%
女 60%
A3客户年龄结构
40岁以上 16% 30岁以下 36%
A3客户首次购车与二次购车比例
Test drive experience Invite clients to road test drive, experience the force, semi-automatic parking system and window;
Focus on fashionable 主打时尚外形 appearance For young, fashionable and personalized clients, attract them with fashionable appearance, diversified colors, unique type and personalized nature of A3;
► A3’s attractive points to clients
• • • • • • • • Audi brand is deluxe but low-pitched Fashionable appearance Unique and easy for showing the personality Imported car, high cost performance Germany quality, high safety Moderate size, suitable for drive and parking Suitable space Semi-automatic parking system
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Full view window
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A3案例分析
► A3主要销售方法
试驾体验 邀约客户路试， 体验发动机动力、 半自动泊车系统 及车窗； 车型转介 从意向购买A4的 客户中，了解其 喜好及用途，根 据对A3的吻合度， 推荐其购买A3； 热情服务
大多购车客户都不止 到过一家4S店，热情 耐心的服务，准确把 握客户所需加上正确 的引导，成为最终促 使客户购买的重手方 法；
A3 clients gender proportion
Male 40% Female 60%
Old clients clients car purchasing purchase proportion another one 13%
A3clients age
> 40 years old 16%
Enterprise senior management staffs 28%