羅蘭貝格-奧迪品牌戰(zhàn)略規(guī)劃報(bào)告-20140806

最終報(bào)告FinalReportChangchun,August,2014奧迪品牌戰(zhàn)略

AudiBrandStrategy奧迪銷售事業(yè)部AudiSalesDivision本項(xiàng)目旨在分析中國豪華車市場趨勢和奧迪品牌現(xiàn)狀，明確品牌提升方向、并給出落地的提升建議

從市場趨勢出發(fā)，明確價(jià)值點(diǎn)銳化方向從傘品牌、產(chǎn)品細(xì)分市場和區(qū)域市場層面給出提升建議關(guān)鍵提升舉措分析市場趨勢和奧迪品牌現(xiàn)狀分析中國豪華車市場趨勢,覆蓋消費(fèi)者、產(chǎn)品、品牌傳播和零售網(wǎng)絡(luò)等維度從奧迪的品牌價(jià)值"尊貴、進(jìn)取、動(dòng)感"出發(fā)，研究中國消費(fèi)者理解及需求趨勢審計(jì)奧迪品牌現(xiàn)狀，包括價(jià)值點(diǎn)表現(xiàn)及驅(qū)動(dòng)要素表現(xiàn)明確品牌提升方向和落地提升建議基于奧迪品牌現(xiàn)狀，明確品牌未來的價(jià)值點(diǎn)提升和銳化方向從傘品牌、產(chǎn)品細(xì)分市場、區(qū)域市場出發(fā)，給出落地提升建議結(jié)合奧迪當(dāng)前工作，總結(jié)關(guān)鍵提升舉措項(xiàng)目目標(biāo)資料來源：奧迪項(xiàng)目招標(biāo)書；羅蘭貝格分析項(xiàng)目總體目標(biāo)TheprojectaimstoanalyzeChinesepremiumvehiclemarketandAudiperformance,identifyingelevationrecommendationsandpracticalinitiatives

ValuesharpeningdirectionsidentificationbasedonmarkettrendsOverall,byproduct-lineandbyregionelevationrecommendationsKeyimprovementinitiativesMarketanalysisandAudiperformanceAnalyzeChinesepremiumvehiclemarket,coveringtopicsofcustomers,products,brandcommunicationandretailnetworkStudyChinesecustomersandtheirdemands,basedonAudi'sbrandvalues-"Sophisticated,Progressive,Sporty"AssessAudiperformance,includingitsvaluepointsandkeydriversIdentifyelevationrecommendationsandpracticalinitiativesIdentifyfuturebrandvaluepointsandsharpeningdirectionsbasedoncurrentperformanceOfferoverall,byproduct-lineandbyregionrecommendationsConcludekeyimprovementinitiativesbasedonAudi'scurrentperformanceProjectobjectiveSource:AudiRFP,RolandBergerAnalysisProjectobjective項(xiàng)目歷程定性調(diào)研及中期匯報(bào)Qualitativeresearch&Interim通過定性研究，理解中國豪華車消費(fèi)者需求特征及各品牌感知

Togaincomprehensiveunderstandingofconsumerneedsandbrandperceptionthroughqualitativeresearch20組座談會(huì)20FGDs200個(gè)深訪200IDIs10個(gè)城市10cities形成階段性品牌評估結(jié)論和初步提升建議Toderivetentativebrandevaluationresultsandinitialsuggestions通過大樣本定量調(diào)研對初步發(fā)現(xiàn)進(jìn)行量化驗(yàn)證Toconductlarge-scalequantitativesurveytoverifyinitialfindings1,724樣本1,724samples18個(gè)城市18cities綜合調(diào)研發(fā)現(xiàn)，形成對中國豪華車市場消費(fèi)者和品牌表現(xiàn)的初步分析ToconductinitialanalysisofChinesepremiumcarconsumersbasedonbothqualitativeandquantitativefindings定量調(diào)研及初步發(fā)現(xiàn)Quantitativeresearch&initialfindings資料來源：

羅蘭貝格分析Source:RolandBergeranalysis2014年3月

Mar,20142014年1月

Jan,20142013年8月

Aug,2013項(xiàng)目歷程ProjectProgress進(jìn)一步挖掘市場新興趨勢，審視業(yè)內(nèi)外舉措，結(jié)合核心支柱和創(chuàng)新業(yè)務(wù)支柱制定提升建議Deepdivedemergingtrends,reviewedrecentindustryinitiatives,tosuggestelevationfromcorepillarsandinnovativebusinesspillars支持聯(lián)合調(diào)研報(bào)告

SupportAG_ASDjointimagestudyreport戰(zhàn)略報(bào)告初稿

BrandstrategyinitialreportdiscussionAG和ASD就本次聯(lián)合調(diào)研形成對奧迪品牌表現(xiàn)，驅(qū)動(dòng)杠桿表現(xiàn)等的分析報(bào)告AGandASDsummarizedAudibrandanddriverperformance并給出了高層級的提升建議Derivedhighlevelelevationsuggestions對聯(lián)合調(diào)研發(fā)現(xiàn)和提升建議給予初步輸入ProjectteamprovidedinitialinputstoJISfindingsandhighlevelelevationsuggestions戰(zhàn)略報(bào)告從市場趨勢和奧迪表現(xiàn)出發(fā)BrandreportisbasedonmarkettrendandAudibrandperformance明確價(jià)值點(diǎn)銳化方向,并從傘品牌、產(chǎn)品細(xì)分市場和區(qū)域?qū)用娼o出提升建議Identifybrandimagesharpeningdirectionsandprovideelevationsuggestionfromoverallbrand,productsegmentandregiondimensions2014年4月

Apr,20142014年8月

Aug,2014深入挖掘市場新興趨勢、審視業(yè)內(nèi)外廠商舉措并分析奧迪面臨挑戰(zhàn)Markettrenddeepdive,reviewinitiativefromcompetitorandotherindustriesandanalyzeAudi'challenges結(jié)合核心支柱和創(chuàng)新業(yè)務(wù)支柱給出提升建議Suggestbrandelevationfromcorepillarsandfrominnovativebusinesspillars整合近期各區(qū)域分析給出落地建議IntegrateinputsfromrecentAudiregionreportsandgivedetailedsuggestions2014年6月

June,2014戰(zhàn)略報(bào)告更新稿

Brandstrategyupdatedreport項(xiàng)目組結(jié)合市場趨勢、業(yè)內(nèi)外對標(biāo)和品牌現(xiàn)狀，確定銳化方向和提升建議，并制定行動(dòng)方案和從產(chǎn)品線和區(qū)域兩方面的細(xì)化提升建議分析框架和方法分析框架和方法A.趨勢與對標(biāo)A1.市場趨勢

B.品牌銳化方向及提升建議"面向未來的創(chuàng)造力"引領(lǐng)品牌銳化C2.分區(qū)域提升建議C1.分產(chǎn)品線提升建議沿傳統(tǒng)支柱和創(chuàng)新業(yè)務(wù)支柱展開B2.奧迪品牌整體提升建議A2.業(yè)內(nèi)外對標(biāo)

A3.奧迪現(xiàn)狀及挑戰(zhàn)B1.奧迪品牌銳化方向C.細(xì)化提升建議D.關(guān)鍵行動(dòng)計(jì)劃D2.行動(dòng)計(jì)劃D1.關(guān)鍵舉措AnalysisframeworkandmethodsA.Trends&BenchmarkA1.MarketTrendsB1.SharpeningDirectionsLeadbrandsharpeningvia"Future-Oriented"creativityC2.ByRegionRecommendationsC1.ByProduct-lineRecommendationsincludingtraditionalpillarsandinnovativebusinesspillarsB2.ElevationRecommendationA2.BenchmarkA3.Status&ChallengeB1.SharpeningDirectionC.DetailedSuggestionsD.KeyActionPlanD2.ActionPlanD1.KeyInitiativesProjectteamstudiedmarkettrends,benchmarksandcurrentperformance,toidentifiedsharpeningdirections,elevationrecommendationsandactionplan,aswellasdetailedsuggestionsbyproduct-lineandbyregionAnalysisframeworkandmethodology項(xiàng)目摘要(1/2)豪華車市場趨勢消費(fèi)者：新一代消費(fèi)群體的興起，包括年輕購車者、女性用戶、二次購車人群、三至五線城市消費(fèi)者及現(xiàn)代價(jià)值觀人群等，將帶來更為多元化的需求產(chǎn)品：個(gè)性化和運(yùn)動(dòng)化的車型的需求將更為旺盛。隨著傳統(tǒng)汽車技術(shù)的成熟和同質(zhì)化，前瞻技術(shù)的突破應(yīng)用成為差異化的關(guān)鍵品牌傳播：數(shù)字化趨勢將進(jìn)一步延續(xù)，線上互動(dòng)進(jìn)一步深化。相應(yīng)地，線下愈發(fā)關(guān)注客戶接觸點(diǎn)的整體體驗(yàn)營銷渠道：零售形態(tài)和服務(wù)模式更加多元和創(chuàng)新，終端營銷隨著意愿和能力的加強(qiáng)，將更為自主創(chuàng)新業(yè)務(wù)：創(chuàng)新業(yè)務(wù)蓬勃發(fā)展，愈發(fā)成為影響豪華車品牌的重要支柱，尤其體現(xiàn)在電動(dòng)車全生態(tài)打造、互聯(lián)網(wǎng)汽車、大數(shù)據(jù)下的客戶關(guān)系重塑和汽車電商等新興業(yè)務(wù)上豪華車品牌積極擴(kuò)張并優(yōu)化品牌形象，圍繞傳統(tǒng)核心支柱（產(chǎn)品、零售、品牌溝通、用戶形象）和創(chuàng)新業(yè)務(wù)積極展開奧迪品牌銳化方向消費(fèi)者認(rèn)為在奧迪核心價(jià)值中，“尊貴”仍是最關(guān)鍵需求要素，“進(jìn)取”其次，“動(dòng)感”的重要性將逐步增強(qiáng)核心價(jià)值中，奧迪在“進(jìn)取”的表現(xiàn)相對較好，尤其在“進(jìn)取”的子價(jià)值點(diǎn)“有創(chuàng)造力的”上領(lǐng)先于競品著眼未來，奧迪應(yīng)通過強(qiáng)化面向未來的“創(chuàng)造力”以引領(lǐng)品牌形象銳化，逐步實(shí)現(xiàn)尊貴、進(jìn)取、動(dòng)感上的全面趕超項(xiàng)目摘要Projectsummary(1/2)ChinesepremiumvehiclemarkettrendsCustomer:Newcustomergroupemerging,includingyoung,female,repurchase,tier3/4citiesandmodernvaluecustomers,bringinginmorediversifiedneedsProduct:Strongerdemandinindividualizedandsportyvehicles;withthematurityoftraditionaltechnology,advancedtechnologyapplicationswillbecomethekeyforbranddifferentiationBrandcommunication:Furtherevolvingofdigitaltrendsandonlineinteraction;correspondingly,offlineexperiencewillfocusmoreonend-to-endexperienceRetailchannel:Morediversifiedandinnovativeretailformatsandservicepattern;strongerwillingnessandcapacityofdealermarketingInnovativeBusiness:Innovativebusinessesarebecomingmuchmoreimportantpillarsforpremiumbrandbuilding,especiallyintheEVEcosystem/newmobilityestablishment,Connectedcar,CRMwith"BigData"andAutoE-Commerce/cross-industryalliancePremiumautobrandsaggressivelyexpandChinabusinessandelevatebrandimageviatraditionalpillars(product,retail,brandcommunication&

userimage)andinnovativebusinesspillarsAudibrandsharpeningdirectionsSophisticatedisconsideredasthemostimportantvalue,followedbyProgressivewhileimportanceofSportyincreasesinAudivaluesystemProgressiveperformsrelativelywellamongallthreekeyvalues,especially"Creativity"sub-valueGoingforward,Audishouldstrengthenthefuture-oriented"creativity"toleadthebrandimagesharpeningandtosurpasscompetitorsinsophisticated,progressiveandsportyProjectsummarySource:RolandBerger項(xiàng)目摘要(2/2)奧迪品牌提升建議基于市場趨勢和品牌銳化方向，我們在傳統(tǒng)核心支柱(產(chǎn)品、零售、品牌溝通、用戶形象)和創(chuàng)新業(yè)務(wù)支柱兩方面提出了奧迪品牌整體提升建議同時(shí)參照分產(chǎn)品線和分區(qū)域的特點(diǎn)不同，我們提出了差異化的品牌傳播側(cè)重，比如：分產(chǎn)品線：對于Sporty和Roadster/Perform產(chǎn)品線，奧迪應(yīng)通過溝通創(chuàng)新前瞻技術(shù)、強(qiáng)化極致操控體驗(yàn)、提供差異化服務(wù)，塑造出眾形象；而對于DLim產(chǎn)品線，奧迪應(yīng)通過凸顯中國化高端元素、提供差異化的尊享服務(wù)、深化政經(jīng)活動(dòng)合作，塑造有內(nèi)涵有聲望的高端形象分區(qū)域：浙江地區(qū)需更重視動(dòng)感，突出年輕和個(gè)性；而東北地區(qū)則應(yīng)強(qiáng)調(diào)尊貴和進(jìn)取元素綜合傳統(tǒng)核心支柱和創(chuàng)新業(yè)務(wù)支柱的落地提升建議，我們總結(jié)出十大關(guān)鍵提升舉措傳統(tǒng)核心支柱關(guān)鍵舉措多元化中國產(chǎn)品線創(chuàng)新終端形態(tài)和流程專業(yè)化高端尊享體驗(yàn)聚焦化營銷核心卓越數(shù)字營銷具象化用戶形象結(jié)合奧迪已有重點(diǎn)舉措，我們進(jìn)一步建議后續(xù)可考慮的行動(dòng)方案項(xiàng)目摘要?jiǎng)?chuàng)新業(yè)務(wù)支柱關(guān)鍵舉措系統(tǒng)化新能源生態(tài)深度本地化車載互聯(lián)個(gè)性化會(huì)員"大數(shù)據(jù)"開放化前瞻服務(wù)協(xié)作Projectsummary(2/2)AudiBrandelevationrecommendationsProjectteamprovidedoverallelevationrecommendationsfromtraditionalpillars(product,retail,brandcommunication,driverimage)andinnovativebusinesspillarbasedonmarkettrendsandbrandsharpeningdirectionsMeanwhile,weprovideddifferentiatedanddetailedsuggestionsbyproduct-lineandbyregion,forexampleByproduct-line:Forsportyandroadster/perform,Audishouldhighlightadvancedtechnology,strengthensuperiormaneuverabilityexperienceandprovidedifferentiatedservicetoshapetheimageofextraordinary;ForD-Lim,AudishouldhighlightChinesepremiumelements,providedifferentiatedexclusiveservice,anddeepeneconomic/politicalcooperationtoshapetheimageofwell-establishedandprestigiousByregion:Zhejiangregionshouldfocusmoreonsporty,youngandindividualism,whileNortheastregionshouldemphasizeontraditionalprestigiousandprogressiveWerecommended10keyinitiativesalongtraditionalpillarsandinnovativebusinesspillars

KeyInitiatives-TraditionalPillarsProductlinediversificationRetailformatsandserviceprocessinnovationExclusivepremiumexperienceConsistentandfocusedbrandcommunicationDigitalMarketingexcellenceDriverimageconcretizationFurtheractionplanhasbeengenerated,andlinkedwithAudiexistingkeyinitiativesProjectsummarySource:RolandBergerKeyInitiatives-InnovativeBusinessPillars-SystematicNewEnergyVehicleEcosystembuildupDeeplylocalizedconnectedcarPersonalizedcustomer"BigData"E-comm.&serviceplatformcollaborationA. 豪華車趨勢與對標(biāo)14

Chinesepremiummarkettrendsandbenchmarks

B. 奧迪品牌銳化方向及提升建議 69

Audibrandsharpeningdirectionandelevationrecommendations C. 細(xì)化提升建議Audibrandelevationrecommendations

122 C1.分產(chǎn)品線提升建議Byproduct-linerecommendations C2.分區(qū)域提升建議ByregionrecommendationsD. 關(guān)鍵提升舉措及時(shí)間表Keyinitiativesandtimeline 149E.附錄–各產(chǎn)品線細(xì)化分析Appendix–Byproduct-linedetailanalysis156項(xiàng)目組結(jié)合市場趨勢、業(yè)內(nèi)外對標(biāo)和品牌現(xiàn)狀，確定銳化方向和提升建議，并制定行動(dòng)方案和從產(chǎn)品線和區(qū)域兩方面的細(xì)化提升建議分析框架和方法分析框架和方法A.趨勢與對標(biāo)A1.市場趨勢

B.品牌銳化方向及提升建議"面向未來的創(chuàng)造力"引領(lǐng)品牌銳化C2.分區(qū)域提升建議C1.分產(chǎn)品線提升建議沿傳統(tǒng)支柱和創(chuàng)新業(yè)務(wù)支柱展開B2.奧迪品牌整體提升建議A2.業(yè)內(nèi)外對標(biāo)

A3.奧迪現(xiàn)狀及挑戰(zhàn)B1.奧迪品牌銳化方向C.細(xì)化提升建議D.關(guān)鍵行動(dòng)計(jì)劃D2.行動(dòng)計(jì)劃D1.關(guān)鍵舉措AnalysisframeworkandmethodsA.Trends&BenchmarkA1.MarketTrendsB1.SharpeningDirectionsLeadbrandsharpeningvia"Future-Oriented"creativityC2.ByRegionRecommendationsC1.ByProduct-lineRecommendationsincludingtraditionalpillarsandinnovativebusinesspillarsB2.ElevationRecommendationA2.BenchmarkA3.Status&ChallengeB1.SharpeningDirectionC.DetailedSuggestionsD.KeyActionPlanD2.ActionPlanD1.KeyInitiativesProjectteamstudiedmarkettrends,benchmarksandcurrentperformance,toidentifiedsharpeningdirections,elevationrecommendationsandactionplan,aswellasdetailedsuggestionsbyproduct-lineandbyregionAnalysisframeworkandmethodologyA. 豪華車趨勢與對標(biāo)

ChinesepremiummarkettrendsandbenchmarksA1. 市場趨勢

Markettrends16展望中國豪華車市場未來發(fā)展，我們在消費(fèi)者、產(chǎn)品、品牌傳播、渠道和創(chuàng)新業(yè)務(wù)五個(gè)領(lǐng)域總結(jié)了十五大趨勢A消費(fèi)者中國豪華車市場發(fā)展趨勢A1年輕化

女性比例增加A2二次購車增加A3B1個(gè)性化、運(yùn)動(dòng)化的產(chǎn)品線拓展B2前瞻技術(shù)的突破應(yīng)用成為差異化關(guān)鍵D1多元化、創(chuàng)新的零售形態(tài)和服務(wù)模式D2終端營銷自主化，有效性需積極引導(dǎo)現(xiàn)代價(jià)值觀人群占比上升A5C1線上平臺尤其移動(dòng)端成為互動(dòng)重點(diǎn)C2線下觸點(diǎn)強(qiáng)調(diào)端到端整體體驗(yàn)三至五線城市逐步興起A4B產(chǎn)品C品牌傳播D渠道資料來源：羅蘭貝格分析E創(chuàng)新業(yè)務(wù)系統(tǒng)化打造全新電動(dòng)車完整生態(tài)大數(shù)據(jù)下的客戶關(guān)系重塑快速迭代、聯(lián)盟協(xié)作的汽車電商E1E2E3E4深度場景定制的互聯(lián)網(wǎng)汽車時(shí)代17A.CustomerChinesePremiumVehicleMarketTrendsA1A2A3B1PersonalizedandsportyB2AdvancedtechnologyapplicationasdifferentiationedgeD1Diversifiedretailformat&serviceofferingD2Willingnessofdealers'marketingA5C1DigitalizationandonlineinteractionC2Focusmoreonend-to-endofflineexperienceA4B.ProductC.BrandCommunicationD.RetailNetwork資料來源：羅蘭貝格分析E.InnovativeBusinessSystematicEVEcosystembuildupCRMwith"BigData"AutoE-Commerce/

E-serviceAlliancesE1E2E3E4DeeplylocalizedInternetCarYoungerRiseoffemalecustomersRiseoftier3-5citiescustomersRiseof2ndbuyerRiseofmodernvaluecustomersWesummarized15majorpremiumautomarkettrendsalongcustomer,product,brandcomm.,retailnetworkandinnovativebusiness18年輕化：35歲以下購車者比例增加,未來仍會(huì)上升，對前瞻技術(shù)和動(dòng)感訴求增加

中國豪華車用戶日趨年輕化，品牌營銷側(cè)重需關(guān)注他們的需求Chinesepremiumvehicleusersbecomeyoungerrequiringbrandingmarketingtopaymoreattentiontotheirdemand35歲以下消費(fèi)者群體的比例增加，預(yù)計(jì)2014年將超過50%，未來還將繼續(xù)增加Proportionofconsumersbelow35yearsoldisincreasingandforecastedtoover50%in2014withcontinueincreaseinthefuture年輕用戶消費(fèi)群更偏好時(shí)尚個(gè)性化，且更容易接受新技術(shù)的應(yīng)用和新穎的營銷方式Y(jié)oungconsumergroupfocusesmoreonfashionandpersonality,andislikelytoacceptnewtechnologyapplicationandnewbrandmarketing

2014100.0%2020F100.0%2009100.0%3.4%25-34歲25-34yearsold35-44歲35-44yearsold45歲及以上45andolder25歲以下25andyonger中國豪華車市場的未來趨勢——消費(fèi)者年輕化FuturetrendofChinesepremiummarket–YoungerconsumersA1年輕化Youngerconsumers評論Comments資料來源：羅蘭貝格分析Source:RolandBergeranalysis中國豪華車市場的消費(fèi)者年齡結(jié)構(gòu)ConsumersagestructureofChinesepremiumvehiclemarket

19女性比例增加：女性消費(fèi)者比例上升，對個(gè)性化和外觀訴求強(qiáng)烈中國豪華車市場女性用戶比例迅速增加Theproportionoffemalepremiumvehicleconsumersincreasesrapidly.女性企業(yè)家、富二代和職場女金領(lǐng)等高收入人群的增加，極大的提高了女性的消費(fèi)能力Increasingproportionoffemaleentrepreneurs,2ndgenerationrichandfemalegoldencollarwithhighincomeimproveswomenconsumptioncapacity現(xiàn)代豪華車的追求時(shí)尚動(dòng)感的潮流，使得傳統(tǒng)豪華車用戶的性別定位開始模糊化Modernpremiumvehiclespursuefashionandsportywhichmaketraditionalgenderdefinitionindistinctforpremiumvehicleowners中國豪華車市場的消費(fèi)者性別結(jié)構(gòu)ConsumersgenderstructureofChinesepremiumvehiclemarket2012100.0%女性Female20131)100.0%男性Male中國豪華車市場的未來趨勢——女性用戶比例增加FuturetrendofChinesepremiummarket–RiseoffemaleconsumersA2女性比例增加Riseoffemaleconsumers1)2013年1~8月數(shù)據(jù)Basedondataduring2013Jan.toAug資料來源：羅蘭貝格分析Source:RolandBergeranalysis評論Comments

20二次購車增加：增購、換購占比上升，對品牌體驗(yàn)和銷售服務(wù)等提出更高要求中國豪華車用戶二次購車比例增加Re-purchasingincreasesinChinesepremiumvehiclemarket隨著整體汽車市場發(fā)展，升級換代的需求增加Thedemandforupgradingincreaseswithoverallautomarketdevelopment新產(chǎn)品的不斷推出，價(jià)格的日漸親民，都降低了豪華車用戶的入門門檻Newproductandlowerpricecouldlowerthresholdforentrypremiumvehicleusers有用車經(jīng)驗(yàn)的用戶更關(guān)注品牌的內(nèi)涵價(jià)值和外在形象Experiencedusersfocusmoreonbrandvalueandimage中國豪華車市場的未來趨勢——二次購車比例增加FuturetrendofChinesepremiummarket--Increasingproportionofre-purchaseA3二次購車增加

Increasingproportionofre-purchasing資料來源：羅蘭貝格分析Source:RolandBergeranalysis評論Comments首購Male二次購車Female2009100.0%2012100.0%中國豪華車市場的消費(fèi)者二次購車比例Consumerre-purchasingproportionof

Chinesepremiumvehiclemarket21三至五線城市逐步興起：三至五線城市銷量快速增長，消費(fèi)理念追隨更為成熟的一二線城市資料來源：豪華車上牌統(tǒng)計(jì)數(shù)據(jù)，羅蘭貝格分析析Source:Premiumvehicleregistrationdata,RolandBergeranalysis中國豪華車市場的未來趨勢——三至五線城市逐步興起FuturetrendofChinesepremiummarket--Increaseof3-5tiercities32.5%100.0%65.5%34.5%2006100.0%65.0%35.0%200768.6%31.4%2008100.0%100.0%201073.2%26.8%2009100.0%67.5%201120122013

1)100.0%76.1%23.9%100.0%78.0%22.0%100.0%78.1%21.9%1)2013年1~10月上牌數(shù)據(jù)Dataduring2013JantoOctA4三至五線城市逐步興起Emerging3-5tiercities豪華車銷售渠道下沉，三至五線城市銷量成為豪華車市場的主力Withmorepenetrationinlowerlevelcities,majorpremiumvehiclesalesvolumecomesfromtier3-5cities三至五線城市豪華車銷量占比從2006年至2013年的復(fù)合增長率為2.7%.TheCAGRfrom2009to2013intier3/4citiesis2.7%2013年三至五線城市豪華車銷量占中國豪華車銷量的近80%，成為主力銷售市場In2013,thesalesvolumefromtier3/4citiesasmainstreammarketisalmost80%oftotalpremiumvehiclesales

評論Comments中國豪華車市場的區(qū)域銷量比例RegionalsalesvolumesofChinesepremiumvehiclemarket三至五線城市Tier3-5cities一二線城市/Tier1/2cities22現(xiàn)代價(jià)值觀人群重要性上升：現(xiàn)代價(jià)值觀人群占比上升，帶來多元化的產(chǎn)品(如高端FBU車型)和金融服務(wù)等需求資料來源：豪華車上牌統(tǒng)計(jì)數(shù)據(jù)，羅蘭貝格分析析Source:Premiumvehicleregistrationdata,RolandBergeranalysis中國豪華車市場的未來趨勢——現(xiàn)代價(jià)值觀人群重要性上升FuturetrendofChinesepremiummarket–IncreaseofmodernvalueconsumersA5現(xiàn)代價(jià)值觀人群重要性上升Riseofmodernvalueconsumers預(yù)計(jì)到2020年，持有現(xiàn)代價(jià)值觀的人群占比將更大，而傳統(tǒng)價(jià)值觀人群較少Itisestimatedthatnumberofpeoplewhoholdsmodernvaluewillincreasewhiletraditionalonedecreasesby2020傳統(tǒng)價(jià)值觀人群目前占比47%，2020年占比為41%1)Traditional:47%fornowand41%for2020現(xiàn)代價(jià)值觀人群目前占比53%，2020年占比為59%2）

Modern:53%fornowand59%for2020現(xiàn)代價(jià)值觀人群占比上升，帶來多元化的產(chǎn)品(如高端FBU車型)和金融服務(wù)等需求Moderncustomerpercentageincreases,resultingindiversifiedproductrequirements(High-endFBU),autofinancerequirement,etc功成名就/Accomplished體面時(shí)尚/Decent職場精英/Careerelite自由進(jìn)取/Progressive人群分類Category2014年3)預(yù)計(jì)2020年2020F5%11%34%6%16%21%7%7%13%35%8%14%18%5%傳統(tǒng)價(jià)值觀人群Traditional現(xiàn)代價(jià)值觀人群Modern傳統(tǒng)價(jià)值觀人群Traditional現(xiàn)代價(jià)值觀人群,Modern1)2)對于“體面時(shí)尚”組別以50%比例在傳統(tǒng)價(jià)值觀及現(xiàn)代價(jià)值觀之間進(jìn)行分配3)基于本次奧迪品牌聯(lián)合調(diào)研47%41%53%59%自由自在/free渴望成功/Desireforsuccess時(shí)代精英/Eliteofthetimes

評論Comments中國豪華車消費(fèi)者價(jià)值觀特征分布ValuesholdbyChinapremiumcarcustomers個(gè)性化、運(yùn)動(dòng)化：產(chǎn)品線覆蓋更廣，個(gè)性化和運(yùn)動(dòng)化為豪華品牌未來主流個(gè)性化和運(yùn)動(dòng)化車型是豪華品牌未來產(chǎn)品引進(jìn)和國產(chǎn)計(jì)劃的重點(diǎn)

Individualizedandsportyvehicleisthefocusofpremiumbrand'snewFBUandCKDmodelslaunchingplan這一產(chǎn)品趨勢的變化主要是因?yàn)?/p>

Reasonsbehindthisfuturetrendmostlyare豪華車消費(fèi)人群的轉(zhuǎn)變：年輕人及女性消費(fèi)者的比重上升Customergroup:increasingamountofyoungpeopleandfemale汽車消費(fèi)理念的轉(zhuǎn)變：汽車的價(jià)值由功能性代步拓展為滿足情感和精神訴求的重要載體Consumptionconcept:vehiclevalueexpandsfromfunctionaltransportationtotheimportantwayofemotionalandspiritualfulfillmentB1資料來源：IHS數(shù)據(jù)庫，羅蘭貝格分析;Source:IHSdatabase,RolandBergeranalysis中國豪華車市場的未來趨勢——個(gè)性化和運(yùn)動(dòng)化車型FuturetrendofChinesepremiummarket–Individualizedandsportyvehicle個(gè)性化和運(yùn)動(dòng)化車型Individualizedandsportyvehicle

評論Comments2014-2018年奔馳和寶馬產(chǎn)品引進(jìn)和國產(chǎn)計(jì)劃1)2014-2018MB&BMWnewFBU&CKDmodelslaunchingplan20142015201620172018Hatchback1111Sedan21Coupe431SUV1221Sports111Others21個(gè)性和運(yùn)動(dòng)化車型IndividualizedandsportyvehiclemodelTotal4386331)FBU和CKD車型不重復(fù)計(jì)算;NodoublecountingofFBUandCKD傳統(tǒng)技術(shù)同質(zhì)化，前瞻技術(shù)差異化：傳統(tǒng)汽車技術(shù)趨于成熟，前瞻技術(shù)的突破應(yīng)用成為品牌差異化的關(guān)鍵越來越多消費(fèi)者購買新車時(shí)，將技術(shù)創(chuàng)新程度作為考慮因素Technologyinnovativedegreeistakenintoconsiderationwhenpurchasing消費(fèi)者認(rèn)為擁有技術(shù)創(chuàng)新能力的企業(yè)有能力引領(lǐng)汽車革命Customersbelievethatinnovativecompanieswillleadtherevolution對于技術(shù)創(chuàng)新的理解，消費(fèi)者更認(rèn)可具有突破性的前瞻技術(shù)，而非傳統(tǒng)技術(shù)的改良Asfortechnologyinnovation,consumersapproveadvancedbreakthroughsratherthantechnologyimprovement豪華車品牌除了滿足消費(fèi)者基本車功能訴求，還重視對其前瞻性技術(shù)和功能的推廣，以獲得消費(fèi)者持續(xù)的關(guān)注Apartfromsatisfyingfunctionaldemands,premiumbrandsalsovaluethespreadoftheiradvancedtechnologytogetcontinuouscustomerattentionB2中國豪華車市場的未來趨勢——技術(shù)創(chuàng)新FuturetrendofChinesepremiummarket–Technologyinnovation柴油機(jī)效率提升/Diesel-engineenhancements23%內(nèi)飾裝飾/Interiorstyling41%外觀裝飾/Exteriorstyling49%汽油機(jī)效率提升/Gasoline-engineenhancements53%遠(yuǎn)程服務(wù)/Remoteservices56%輕量化/Lightweight57%駕駛性能提升/Drivingperformance60%新能源汽車/Newenergyvehicle60%實(shí)時(shí)定位服務(wù)(如智能交通交互)/Locationbasedservices67%智能車載系統(tǒng)(如AppleCarPlay)/Userfriendlyinterfaces67%智能操控(如谷歌無人駕駛)/Assisteddriving(i.e.,Google)77%資料來源：羅蘭貝格分析;SourceRolandBergeranalysis前瞻創(chuàng)新技術(shù),Advancedtechnology技術(shù)創(chuàng)新Technologyinnovation

評論Comments消費(fèi)者對“技術(shù)創(chuàng)新”的認(rèn)可度Recognitionof"technologyinnovation"傳統(tǒng)技術(shù),Traditionaltechnology數(shù)字化和線上互動(dòng)：社交媒體尤其移動(dòng)互聯(lián)終端愈發(fā)成為用戶深度互動(dòng)重點(diǎn)C1買車前在網(wǎng)上搜索相關(guān)信息Relevantinformationresearchbeforeshopping2013200392%1%愿意嘗試網(wǎng)絡(luò)購車的消費(fèi)者比例Proportionofcustomerswhowilltryonlinepurchase中國豪華車市場的未來趨勢——數(shù)字化和線上互動(dòng)FuturetrendofChinesepremiummarket–Digitalizationandonlineinteraction新媒體時(shí)代下，消費(fèi)者（尤其是年輕群體）傾向于通過數(shù)字化的線上渠道獲取信息，比如：UnderNewMediaage,customers(esp.younggeneration)tendtoobtaininformationthroughdigitalizedonlinechannels,i.e.,購車前環(huán)節(jié)了解車輛基本信息和車友評價(jià)等Basicvehicleinformation,UGC1),etcbeforepurchasing購車后環(huán)節(jié)了解售后保養(yǎng)資料Vehiclecareknowledgeafterpurchasing在未來，中國消費(fèi)者會(huì)更多地嘗試通過網(wǎng)絡(luò)渠道達(dá)成購車意向或進(jìn)行購車，但考慮到支付安全、試車體驗(yàn)等多種因素，線上渠道更多地將只是作為線下渠道的補(bǔ)充和延伸Chinesecustomerswilluseonlinechanneltopurchaseinthefuture;however,consideringpaymentsecurity,testdrive,onlinechannelismoreasupplementaryforofflinechannel資料來源：奧迪內(nèi)部分析，公開資料搜集，羅蘭貝格分析Source:Audiinternalanalysis,publicinformation,RolandBergeranalysis1)UGC,UserGeneratedContent,用戶原創(chuàng)內(nèi)容數(shù)字化和線上互動(dòng)Digitalizationandonlineinteraction

評論Comments數(shù)字化和線上互動(dòng)頻率的增強(qiáng)Frequencyofdigitalizationandonlineinteractionincreases73%第三方網(wǎng)站98%5%81%經(jīng)銷商網(wǎng)站社交網(wǎng)絡(luò)制造商網(wǎng)站71.6%28.4%愿意嘗試網(wǎng)絡(luò)購車“網(wǎng)上購車可以省去不少流程，價(jià)格也有優(yōu)惠，應(yīng)該會(huì)是個(gè)未來趨勢，但汽車畢竟不能算是小額消費(fèi)品，如果我不實(shí)地去試試車，難免會(huì)不放心”——市民楊女士線下觸點(diǎn)的整體體驗(yàn)愈發(fā)關(guān)鍵：線下觸點(diǎn)的信息傳遞功能弱化，而更注重端到端的全過程整體體驗(yàn)

C2Avg2009=49.2%Avg2014=72.8%車主俱樂部/Ownersclub62%30%新品發(fā)布會(huì)/Newcarlaunches72%54%試乘試駕/Testdrive76%49%車展/Exhibition81%64%20142009關(guān)于品牌體驗(yàn)活動(dòng)的描述語句，選擇“重要”及以上的人數(shù)比例%ofcustomerswhoregardthefollowingexperiencingeventas“important”隨著線上渠道的逐步成熟，信息獲取和傳遞功能將從傳統(tǒng)的線下渠道轉(zhuǎn)移到線上Togetherwiththematurityofonlinechannels,informationgatheringandtransformationisnowshiftedfromofflinetoonline相應(yīng)地，線下活動(dòng)將更注重端到端的全過程整體體驗(yàn)，比如Accordingly,offlineeventsfocusmoreonend-to-endfullexperience,i.e.,試乘試駕、賽道體驗(yàn)等駕駛活動(dòng)Testdrive,trackdrive品牌體驗(yàn)中心Brandexperiencecenter新車發(fā)布會(huì)Newcarlaunches各類車展Variouscarexhibitions高端車主俱樂部Premiumownersclub中國豪華車市場的未來趨勢——線下體驗(yàn)的加強(qiáng)FuturetrendofChinesepremiumvehiclemarket–Importanceofofflineexperience資料來源：2009年奧迪品牌調(diào)研;2014年奧迪品牌聯(lián)合調(diào)研Source:2009Audibrandingstudy;2014AudiJointImageStudy線下體驗(yàn)的加強(qiáng)Importanceofofflineexperience

評論Comments線下體驗(yàn)的重要性調(diào)研Surveyresultofofflineexperience零售形態(tài)和服務(wù)模式多元化：多元化、創(chuàng)新性的零售形態(tài)和服務(wù)模式滿足用戶變化的偏好和個(gè)性化服務(wù)需求D1過去Past現(xiàn)在Current將來Future二手車銷售配件倉庫新車銷售配件銷售機(jī)修鈑金噴漆渠道發(fā)展提升客戶滿意度Businessdevelopmenttoensurecustomersatisfaction品牌提升以提高客戶忠誠度Brandenhancementtoincreasecustomerloyalty加強(qiáng)品牌知曉度和溝通Enhancementofbrandaware-nessandcommunication二手車銷售配件倉庫新車銷售配件銷售機(jī)修鈑金噴漆取還車社交活動(dòng)休閑娛樂二手車銷售配件倉庫新車銷售配件銷售機(jī)修鈑金噴漆取還車社交活動(dòng)休閑娛樂品牌溝通用戶體驗(yàn)"…從網(wǎng)絡(luò)數(shù)量和渠道形式上，寶馬都在積極布局和調(diào)整，以向新的戰(zhàn)略方向轉(zhuǎn)型…BMWisactivelyarrangingtotransittonewstrategicdirectionintermsofnetworkquantityandchannelformat"——華晨寶馬銷售經(jīng)理Salesmanager,BMW渠道功能進(jìn)一步拓展延伸，在傳統(tǒng)的零售銷售售后功能上增加客戶體驗(yàn)和價(jià)值Furtherexpansioninchannelfunctions,addingcustomerexperienceandvalue盡早接觸并影響潛在客戶Contactandinfluencepotentialcustomersearlier未來提供更多與品牌溝通和互動(dòng)的機(jī)會(huì)Moreopportunitiestocommunicateandinteractwiththebrandinthefuture渠道形式更加多元豐富，通過定位差異化適應(yīng)不同市場的需求Diversifiedchannels,adaptingtovariousmarketsthroughdifferentiation,城市展廳，強(qiáng)調(diào)品牌宣傳及潛客發(fā)掘Showroom,brandingandcustomerexploration都市快修店：僅提供機(jī)修功能，用來彌補(bǔ)城市中的服務(wù)覆蓋盲點(diǎn)Quickserviceshop,mechanicalrepaironly(forblindpoints)中國豪華車市場的未來趨勢——零售形態(tài)和服務(wù)模式多元化FuturetrendofChinesepremiumvehiclemarket–Diversificationofretailformats資料來源：競品訪談，公開資料收集，羅蘭貝格分析Source:Expertinterview,publicinformation,RolandBergeranalysis零售形態(tài)和服務(wù)模式多元化Diversificationofretailformats評論Comments寶馬網(wǎng)絡(luò)渠道功能發(fā)展Developmentofretailchannelfunctions

大型經(jīng)銷商集團(tuán)對網(wǎng)絡(luò)資源占比將不斷提高，營銷意愿和能力增強(qiáng)Networkresourcestakenbylargedealergroupswillcontinuouslygrow,withstrongermarketingwillingnessandcapability實(shí)力較強(qiáng)并主打豪華品牌的經(jīng)銷商集團(tuán)，市場集中度進(jìn)一步加強(qiáng)Marketconcentrationofthoserelativelystrongdealergroupswhichmostlysellpremiumvehicleswillfurtherincrease經(jīng)銷商集團(tuán)與整車廠的合作逐漸向市場深度開發(fā)和后市場的多元化經(jīng)營方向發(fā)展CooperationbetweendealergroupsandOEMsexpandstoin-depthmarketdevelopmentanddiversifiedaftersalesmarket要求廠商積極引導(dǎo)和配合以提升整體營銷體系有效性PremiumOEMsneedtocloselymanageandsupportdealermarkettoimprovementoverallmarketingeffectiveness73%19%81%410200723%77%8112013前十大經(jīng)銷商集團(tuán)Top102010其他Others27%~1,250中國豪華車市場的未來趨勢——終端營銷自主化FuturetrendofChinesepremiummarket–Willingnessofdealers'marketing資料來源：中國汽車流通協(xié)會(huì)，公開資料收集，羅蘭貝格分析Source:CADA,publicinformation,RolandBergeranalysisD2終端營銷自主化Willingnessofdealers'marketing終端營銷自主化：終端營銷的意愿和能力加強(qiáng)，要求廠商積極引導(dǎo)和配合以提升整體營銷體系有效性評論Comments豪華品牌的經(jīng)銷商集團(tuán)店數(shù)集中度Concentrationofdealergroupsforpremiumcars

營銷自主化的意愿Willingnessofdealers'marketing自主營銷意愿高HighWillingness自主營銷意愿低

LowWillingness大型經(jīng)銷商集團(tuán)實(shí)力和能力日益成熟，更愿意加強(qiáng)營銷投入“廠家會(huì)做營銷活動(dòng)，在電視上投廣告；我們自己也會(huì)做，

比如投我們這里的汽車電臺”——貴陽，陶經(jīng)理中小型經(jīng)銷商更多地被動(dòng)配合廠商進(jìn)行營銷“我們小經(jīng)銷商的資源沒那么強(qiáng)，目前的重心還是在銷售上”——安徽，方經(jīng)理中國豪華車市場的未來趨勢——系統(tǒng)化打造全新電動(dòng)車及個(gè)人移動(dòng)完整生態(tài)FuturetrendofChinesepremiummarket–Electricvehicle&mobilityecosystem系統(tǒng)化電動(dòng)車完整生態(tài)：領(lǐng)先OEM前瞻性的推動(dòng)和布局電動(dòng)車及個(gè)人移動(dòng)服務(wù)，并在中國大力推進(jìn)以引領(lǐng)未來生態(tài)系統(tǒng)和商業(yè)模式E1系統(tǒng)化電動(dòng)車完整生態(tài)SystematicEVecosystem資料來源：專家訪談，羅蘭貝格分析Source:Expertinterviews,RolandBergeranalysis

評論CommentsBMWi——完善的電動(dòng)車及個(gè)人移動(dòng)生態(tài)系統(tǒng)BMWi:anintegratedecosystemforElectricVehicle作為前瞻性的電動(dòng)汽車和個(gè)人移動(dòng)生態(tài)系統(tǒng)，BMWi的核心訴求為未來感和創(chuàng)新Asadvancedelectricvehicleandpersonalmobilityecosystem,BMWihasstrongemphasisonfuturisticandinnovation寶馬利用多種形式推動(dòng)和布局電動(dòng)車及個(gè)人移動(dòng)，力圖引領(lǐng)未來生態(tài)系統(tǒng)和商業(yè)模式

BMWlaunchesmultipleinitiativesinelectricvehicleandpersonalmobility,totakealeadinfutureEVecosystemandtransformbusinessmodel寶馬在中國已提前大力推進(jìn)電動(dòng)車基礎(chǔ)設(shè)施及服務(wù)，已擴(kuò)大i系列的規(guī)模和影響力

BMWinvestedheavilyinChinatopushforwardelectricvehicleinfrastructureandservices,toenableiseriesvehiclesvolumeandawareness未來感與創(chuàng)新Futuristic&Innovative互聯(lián)駕駛ConnectedDriveBMWi移動(dòng)應(yīng)用BMWiapp全方位電動(dòng)服務(wù)360°Electricservice寶馬電驅(qū)動(dòng)技術(shù)BMWeDrive碳纖維車架CFRP革命性車身架構(gòu)Life-drivemodule零排放Emissionfree可持續(xù)價(jià)值鏈Sustainablevaluechain

可回收材料Recyclingmaterial連接性Connectivity出色表現(xiàn)Dynamicperformance生態(tài)可持續(xù)Eco-friendlySustainability靈活使用/共享

Flexibleuse停車位輔助Parking城市資訊/導(dǎo)航Information&routing未來移動(dòng)創(chuàng)投Mobilityventurecapital中國豪華車市場的未來趨勢——深度場景定制的互聯(lián)網(wǎng)汽車時(shí)代FuturetrendofChinesepremiummarket–DeeplylocalizedInternetcar深度場景定制的互聯(lián)網(wǎng)汽車時(shí)代：車載互聯(lián)和全時(shí)在線將催生互聯(lián)網(wǎng)汽車開放生態(tài)系統(tǒng)的生成和完善E2深度場景定制的互聯(lián)網(wǎng)汽車時(shí)代DeeplylocalizedInternetcar資料來源：IHS，羅蘭貝格分析Source:Publicinformation,RolandBergeranalysis

評論Comments汽車互聯(lián)時(shí)代的到來將改變系統(tǒng)生態(tài)的競爭格局Connectivitydrivesthemarketandcompetitivelandscape移動(dòng)互聯(lián)重構(gòu)汽車工業(yè)生態(tài)，廠商聯(lián)盟紛紛推出實(shí)現(xiàn)智慧出行的互聯(lián)用車服務(wù)，如上汽與阿里合作推出互聯(lián)網(wǎng)汽車Connectedcarwilltransformtheindustrylandscape,leadingtointeractivedriverandvehicleconnectivity,e.g.SAICcollaborationwithAlibaba

for"InternetCar"基于用戶使用場景、以用戶體驗(yàn)為導(dǎo)向的定制化互聯(lián)用車圈Customizedconnectedcarenvironmentbasedonusagescenariosanddrivenbycustomerexperience如集成高德導(dǎo)航、蝦米音樂等的"yunOS"操作系統(tǒng)"yunOS"systemwithAmapandXiamiintegrated實(shí)現(xiàn)了從“汽車工業(yè)”向“汽車+互聯(lián)網(wǎng)”雙核生態(tài)的轉(zhuǎn)變transformationfromautoindustrytoadual-core"Auto+Internet"mode互聯(lián)汽車生態(tài)系統(tǒng)將帶來新的互聯(lián)汽車生態(tài)、新進(jìn)入者和新的游戲規(guī)則evolvingecosystemwillleadtonewlandscape,newplayersandnewprinciplesTODAY'SWORLDTOMORROW'SWORLDOEMsSUPPLIERSINTERNETCOMPANIESDEVICEMANU-FACTURERSOPERATORSIT/INFRASTRUCTUREPROVIDER移動(dòng)互聯(lián)趨勢Con-nectivityTrend互聯(lián)汽車生態(tài)Con-nectedCarEco-system中國豪華車市場的未來趨勢——大數(shù)據(jù)下的客戶關(guān)系重塑FuturetrendofChinesepremiummarket–CRMin"BigData"environment大數(shù)據(jù)下的客戶關(guān)系重塑：隨著互聯(lián)網(wǎng)的普及，基于呼叫中心的客戶關(guān)系管理系統(tǒng)將全面進(jìn)化為基于大數(shù)據(jù)分析的CRM平臺E3大數(shù)據(jù)下的客戶關(guān)系重塑CRMin"BigData"environment資料來源：公開資料收集，羅蘭貝格分析Source:Publicinformation,RolandBergeranalysis

評論Comments基于大數(shù)據(jù)的CRM平臺搭建EstablishmentofCRMplatformbasedonbigdatasolutions互聯(lián)網(wǎng)及大數(shù)據(jù)分析處理能力的提升將重塑客戶關(guān)系管理系統(tǒng)及實(shí)踐im