某汽車顧客導(dǎo)向思維

福特六和汽車公司總裁沈英銓以客為尊ConsumerHeadset1BuildStrongBrandsThroughConsumerInsight2ObjectiveUnderstandImportanceOf

ConsumerInsightAndBrandBuildingToYourBusiness3VisionBecomingTheWorld’sLeadingConsumerCompany4AconsumerissomeonewhohasthepotentialtobuyourproductWhatisthedifferencebetweenacustomerandaconsumerAcustomerissomeonewhoisalreadybuyingourproducts5Whatisaconsumercompany?Anenterprisethatiscontinuouslygatheringunfilteredconsumerinsightsworldwideto:ConnectwithpotentialcustomersTranslateconsumerneedsintocompetitiveadvantageBuildsustainedrelationshipsManageportfolioofbrandsGrowshareholdervalue6Customer/ProductsQuadrant7PortfolioApproachToManagingTheBusiness8WhatDoesTransformationMean?

MovefromaninternalToanexternalconsumerandshareholderfocusFrombureaucraticBecomemorenimbleandentrepreneurialFrommanufacturedrivenTothinkfromaconsumerperspective9WhatDoesTransformationMean?FromfocusoncostofproductionTofocusonthecostofownershipFromassetintensiveTolessassetintensiveFromfollowTolead10Whatdoseagreatconsumercompanydo?11以客為為尊UnderstandtheimportanceofConsumerInsightAndBrandBuilding12以客為為尊ConsumerInsightWealltouchtheconsumer-Directlyorindirectly-InternalcustomersandexternalcustomersPuttingonaconsumerheadsetisessentialtobecomingtheworlds’’leadingconsumercompanyforautomotiveproductsandservices13BuildingStrongBrandsBenefitofconsumerinsightWhichbrandshavecompelledyouasaconsumer?Brandsyoufeelconnectedto.Brandsyouwanttoown.Brandsyou’’reproudtohavepurchasedandtoshowyourfriends14WhatComesToMindWhenYouSee:15Whatarethecharacteristicsofastrongbrand?16CharacteristicsofstrongbrandsRecognizedandcredibleidentitiesRelevantanddifferentiatingbenefitsConsistentmessagesLoyalcustomersVolumeandpricepremiumsCan’tbecopiedbycompetitorsEmotionallyconnectwithconsumersGreatproductsandservices17Strongbrandsmakethemostmoney18OurBrandStrategyTrustTheCompanyLoveOurBrandsDelightInServiceWeOffer19BrandmarketfundamentalsFordhasdevelopedsome““BrandFundamentals”thathelpusmanageandcarryoutourstrategyacrosstheglobeItcontains5categoriesofbrandmarketfundamentals:20BrandmarketfundamentalsConsumerinsight:Understandingwhatcustomerneedsandhowtheyrelatetoourproducts/services.2.BrandpositioningUnderstandingourcustomerallowustocapturetheirheartsandmindsbydefiningthebrand,productbenefits,personalityandpricevalueItcontains5categoriesofbrandmarketfundamentals:21Brandmarketfundamentals3.Portfoliomanagement:Isaboutcreatingdifferentiationandsynergiesamongourbrandsgettingtherightproductsandbrandimagesintherightplace4.MarketingmixIscreatingastrongrelationshipwithcustomersthroughourbrandmarketing.Wehave12marketingtactics.Itcontains5categoriesofbrandmarketfundamentals:22Brandmarketfundamentals5.Businessmanagement:Wemanageourbrandstrategywith2objectives:Arewegeneratingshareholdervalue?Arewedelightingourcustomers?Itcontains5categoriesofbrandmarketfundamentals:23CASESTUDY24FordPrimaryBrand25IssuesOld,conservative,boringLosingcontactwithyoungergenerationNotproudtoownaFordLackofsocialinvolvement26ObjectivesRevitalizeFord’’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’’ssocialinvolvementinTaiwan27Fordneedsanewmeaning!!28FordBrandAssetstoLeverageMorefunandexcitingvehiclesinadditiontoqualityCarisnotjustatransportationorstatus.It’sasourceoffunandenjoymentFordprovidesConsumerneedsZestforlife29ApplicationsAZestfulBrandCommunicationProductSalesbehaviorShowroomdecoMedia’sfavorInternalbeliefSocialinvolvement30CommunicationSetbrandadvertisingguidelinesthatshapeFordintoaZestfulbrandOperateaseriesofownersprogramsthatreinforcevehicles’funandexcitementattributes31AdvertisingGuidelines“ZestforLife”shapesFord’’sattitudetolife:EnergeticPassionateOptimisticFresh32AdvertisingGuidelinesFord’’sadvertisingcarriesthetonalityof:FunSmartHumorousWestern33Video34OwnersProgramsNBX:Stunningoff-roadexperienceforSUVownersFDA:Thrillingdrivingdynamicsexperienceforcarfans35Video36InternalBeliefTOCNFLpressconferencetoannouncethenewbrandvision““ZestforLife””topressFullscaleemployeekick-offceremonytoreinforcetheinternalbeliefDepartmentalactionstorealizethenewbrandvision37Video/Photos38ProjectAdventureTraining39ZestforLifeEmployeeMoralBoosting40ZestforLife––AerobicPrograms41AchievementsBrandcommunicationThemostrecognizedTVcommercialsinmotorindustry––GoldModelThemosttalk-aboutconsumerimmersionactivitiesBusinesssuccessMetrostarbreaksCefiromythEscapesalesrockethigh,No1SUVRSfiresupthedrivingpassionFordLioHosalesperformancebackto#3“BestEmployerAward””42QandA439、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中中黃葉葉樹，，燈下下白頭頭人。。。23:00:1723:00:1723:001/5/202311:00:17PM11、以以我我獨獨沈沈久久，，愧愧君君相相見見頻頻。。。。1月月-2323:00:1823:00Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。23:00:1823:00:1823:00Thursday,January5,202313、乍見翻翻疑夢，，相悲各各問年。。。1月-231月-2323:00:1823:00:18January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。05一月202311:00:18下午午23:00:181月-2315、比不了得得就不比，，得不到的的就不要。。。。一月2311:00下午1月-2323:00January5,202316、行動出成成果，工作作出財富。。。2023/1/523:00:1823:00:1805January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。11:00:18下下午午11:00下下午午23:00:181月月-239、沒有失敗，，只有暫時停停止成功！。。1月-231月-23Thursday,January5,202310、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。23:00:1823:00:1823:001/5/202311:00:18PM11、成功就是是日復(fù)一日日那一點點點小小努力力的積累。。。1月-2323:00:1823:00Jan-2305-Jan-2312、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。23:00:1823:00:1823:00Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2323:00:1823:00:18January5,202314、意志堅強的的人能把世界界放在手中像像泥塊一樣任任意揉捏。05一月202311:00:18下午午23:00:181月-2315、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。一月月2311:00下下午午1月月-2323:00January5,202316、少年年十五五二十十時，，步行行奪得得胡馬馬騎。。。2023/1/523:00:1823:00:1805January202317、空山山新雨雨后，，天氣氣晚來來秋。。。11:00:18下下午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