丰田进口越野车系列小资金新公司营销报告

丰田进口越野车系列小资金新公司营销报告 丰田进口越野车系列小资金新公司营销报告 一、项目介绍 我们该项目主要是:目前重庆汽车市场已有的许多4S店的背景下，用500万左右的资金建立新公司，主要针对丰田进口越野车系列小资金新公司做一份的营销报告。 就重庆市场而言，越野车的潜在需求是很大。首先，多山、地势崎岖地域特征为越野车在重庆市场发展提供了机会。而且，近年来随着重庆经济的飞速增长，人们对于汽车的需求也增大。越野车也受到很多数人的青睐。 二、4S销售模式 所谓的4S销售服务模式，就是我们常常提起的品牌专卖。这种集整车销售、配件供应、售后服务、信息反馈四位一体的销售服务模式是汽车市场激烈竞争下的产物。随着中国汽车市场逐步走向成熟，消费者的消费心理也在逐渐成熟。用户需求的多样化，以及对产品、服务要求的严格化，促使厂家认识到只有提供更专业、更全面、更深入的服务才能形成优势，增强竞争力，从而在竞争中胜出。所以4S店从本质上应该是为了给客户提供更加优质跟方便的服务，通过系统整合这四大功能达到更好满足消费者各方面需求的目的。 三、目前重庆4S店存在问题 : (一)投入庞大: 4S店的固定投资在1000至1500万元。 (二)回收期长:有的4S店可能要耗费8,10年的时间才能回收投资。 (三)名不副实:有些4S店在实际运作中有专卖之形而无专卖之实。 (四)4S店对厂家有极为明显的依附性，缺乏自主品牌。 三、竞争者 尽管越野车的市场很大,目前越野车的竞争仍然比较激烈.我们来看看2011年越野车十大品牌的排名。如表1.1 2011年越野车前五大品牌的排名所示: 表1.1 2011年越野车前五大品牌的排名 1 路虎 英国,高档汽车制造商,驰名世界的汽车企业之一,德国宝马旗下品牌 2 美国，通用旗下品牌,被誉为“越野车王”,美国AMG公司 悍马 3 日本,世界500强,世界名车,全球最大的汽车公司,丰田汽车公司 丰田 4 韩国,著名企业,世界一流的汽车企业,北京现代汽车有限公司 现代 5 德国,世界500强,世界上第一流的汽车公司,德国奔弛集团公司 奔驰 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 从表中，我们可以看出对于丰田越野车来说最有竞争力的就是:路虎越野车、悍马越野车。接下来我们来详细的对它们进行分析 (一)主要竞争对手: 1.路虎越野车 路虎堪称是世界上最顶级的高档豪华越野车，德尔福公司近又为其量身定制了三项新的技术利器。(1)主动稳定杆技术;(2)先进的空气悬架;(3)自适应性巡航控制系统(ACC)。 接着我们来了解一下路虎越野车，如图1.2路虎主营品牌、车型图片、车型名车及价格所示: 主营品 车型图片 车型名车 价格 牌 卫士 2010年款卫士 74.80万 神行者 2010年款神行者2代 i6 HSE汽油 63.00万 揽胜 2010年款揽胜 5.0 sc 创世纪 273.80万 发现 2010年款第四代发现 5.OL HSE 118.80万 图1.2路虎主营品牌、车型图片、车型名车及价格 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 2.悍马越野车 悍马最开始是美国的军用车，后来改为了民用车。采用suv4轮驱动，一般前悬挂是轿车型的独立悬架，后悬挂是非独立悬架，离地间隙较大，在一定的程度上既有轿车的舒适性又有越野车的越野性能;带有mpv式的座椅多组合功能，使车辆既可载人又可载货，行驶范围广。近几年，悍马向舒适化发展，一些车辆具有豪华轿车的功能。 其特点是强动力、越野性、宽敞舒适及良好的载物和载客功能。 接着我们来了解一下悍马越野车，如图1.3悍马主营品牌、车型图片、车型名车及价格所示: 主营品 车型图片 车型名车 价格 牌 悍马H1 悍马H1 4门WAGON 81.00万 悍马H2 2008款 6.2 AT 128.00万 悍马H3 2008款 H3 ALPHA 5.3 85.00万 图1.3悍马主营品牌、车型图片、车型名车及价格 四、本店SWTO分析 在了解了竞争对手的主营品牌及价格后，我们也来分析一下丰田越野车的基 本情况，在作出相应的SWTO分析。如图1.4丰田主营品牌、车型图片、车型 名车及价格所示: not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 主营品 车型图片 车型名车 价格 牌 普拉多 2010年款普拉多 2.7L 版 40.90万 陆地巡2008年款陆地巡洋舰 4000 中东84.50万 洋舰 版 1.4图丰田主营品牌、车型图片、车型名车及价格 1. 本店坐落在重庆的奥体中心，地理位置优势。 优势: 2. 丰田越野车的消费者认可度高。 3.丰田健全的营销模式。 劣势:1.定价稍高，重庆市场消费者的支付能力不过。 2.越野车系列，知名度远不及路虎、悍马。 机会:1.新的细分市场，竞争对手相对较少。 2.汽车关税的下降导致车成本的下降，刺激消费的增量。 威胁:1.召回门的事件，会对消费产生影响。 2. 原油市场的持续增长，势必影响消费者的购买倾向 五、市场定位 (一)目标定位: 随着自驾车旅游的日渐火爆，越野车也正由军用、单位性质的公务车走向家庭私车消费。 根据消费需求和支付能力不同，我们可以关注集体和个人购买来进行目标定位。如表1.5目标人群所示: not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 如表1.5目标人群 集团购买 个人购买 , 重庆机关部门如:武警、保安、军队 , 高收入的越野车爱好者 , 水利单位、油田、地质勘探企业 , 高收入家庭与中小私人企业 , 重庆边远山区的部队 (二)品牌定位: 1.人性化 人性化就是我们必须建立以消费者为中心的服务思想，来到我们的4S店犹如回家的轻松感觉，不仅要满足他们现在的需求，更要提供其未能想到的服务，如建立客户档案在其生日的时候寄上一张问候的卡片、一句温馨的问候等等，客户的感动将会为我们带来其他客户，一家人的第一辆车是销售人员大成的，第二辆甚至第三辆是售后人员达成的。 2.专业化 专业化就是必须所有的工作人员经过专业化的训练，用最专业化的知识和技能为客户提供专业化的服务，解决客户的每一个问题，哪怕这个问题是微不足道的。 3.标准化 标准化就是我们必须制定标准的工艺流程，为客户提供标准化的服务，不能因为任何原因随意更改，只有化的服务才能建立我们4S店的良好形象。 六、营销策略分析 (一)产品策略 整体产品分为三个不同的层次，实质产品(核心产品)，形式产品(有形产品)和延伸产品(附加产品)。就中国现阶段汽车市场的情况来讲，消费者的消费行为正从实质产品消费阶段逐步向形式产品和延伸产品的过渡。从丰田自身的情况来看，其产品品质和产品质量都已经得到了国际上的一致认可。 通过SWTO的分析，我们可以看到丰田在整个企业知名度和消费者认可度上还有所欠缺，需要在这方面改进才能抵御住包括本田，现代等企业的挑战。这个时候企业就应该学会运用企业形象识别策略，设立企业理念识别系统(MI)，企业行为识别系统(BI)以及企业视觉识别系统(VI)，通过不断的推广使消费者not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 从根本上认识丰田的文化，了解丰田的结构，从而达到提升品牌的效果。 (二)价格策略 (三)渠道策略 (1) 品牌专营 品牌专营汽车专卖店是指有汽车制造商或销售商授权，只经营销售专一汽车品牌、为消费者提供全方位购车服务的汽车交易场所。我国汽车品牌专营的发展相对较晚，但已经成为目前各大汽车企业发展的重点，也是主要模式之一。丰田越野车采用的就是四位一体，即集整车销售、配件供应、维修服务以及信息反馈于一体的汽车销售企业(即所谓4S店)。 (2) 特许经营制 在目前国内汽车市场上，以“四特许经营它是一种营销产品或服务和技术的体系。 位一体”为核心的特许经营模式以其自身的优势与我国国情的良好匹配，赢得了国内汽车市场销售企业和用户的一致赞赏。 (3) 代理制 代理制是营销领域中的虚拟经营模式。通过代理制，借助中间商的分销系统来销售产品，这以被证明是一种非常有效的分销网络模式。代理制的销售网点可以更多、更贴近用户，使销售活动更加灵活，减少汽车销售渠道的环节，降低企业的销售经营成本。 (四)促销策略 1.促销活动 A、地面活动推广秀 B、自驾游出征启动仪式:目前自驾游是旅游市场的一大热点，邀请目标客户参与，亲身体验奥迪车的舒适性能，增强丰田越野4S店的品牌亲和力，活动内容与目的地待定。 C、联合驾校搞丰田越野4S店体验班 D、其他试乘试驾活动 E、积极参加各种车展活动，提升丰田越野4S店品牌知名度 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project (1) 在交流会前期联系以前在本店购买车的车主，尽量让他们来参加这次的交 流会。 (2)制作一本小小的宣传册，来参加交流会的都赠送一本。 (3)在现场拍摄照片，再放到网站上，让更多的人知道这次交流会的举行。 (4)与各位车主合照，过后在他们到本店消费的时候再送一张合照给他们。 七、公关策划 公共关系促销 1、创造和利用新闻:通过创造企业新闻，增加关注度，传递丰田越野车的相关信息。例如选择与不同的平面媒体合作，包括报纸，杂志等，做一到两期的丰田专题介绍，包括企业和产品历史，定位，产品特色，企业文化，产品测评等方面的消息。在选择合作媒体的时候，大体上选择跟起亚狮跑目标受众比较接近的媒体或者专业的汽车媒体，如:汽车导报，车友，经济观察报等。小部分可以选择大众媒体，覆盖面相对比较广泛的报纸和杂志，用以提高在整个民众当中的影响和关注。 2、参与社会活动: 3、开展各项有意义的活动: 4、编写和制作各种宣传资料:包括介绍企业和产品的业务通讯，期刊，录象，幻灯片或者公众喜闻乐见的宣传品。 八 公司内部安排 九 预算 十 总结 附页: 活动二 1. 活动主题:驾驶乐趣 与你分享 2. 活动时间:2011年6月19日(父亲节) not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 3. 活动地点:重庆丰田越野4S店 4.活动内容: (1)车主自身驾驶心得交流。 (2)在重庆主城区市内寻找购买越野车的男性车主，和他们取得联系。 (3)在活动开始前对这次活动进行宣传，联系的车主尽量保持在50人到60人之间。 (4)凡参加这次的活动的车主都可以获得免费保养卡一张。 (5)交流心得开始时，经理先说一些祝福语或者举办这次交流会的目的等。 (2) 在交流会前期联系以前在本店购买车的车主，尽量让他们来参加这次的交 流会。 (2)制作一本小小的宣传册，来参加交流会的都赠送一本。 (3)在现场拍摄照片，再放到网站上，让更多的人知道这次交流会的举行。 (4)与各位车主合照，过后在他们到本店消费的时候再送一张合照给他们。 6. 活动预算: 大约3000元 7(广告策略 四、推广策略 1、传播策略: 在确定整体形象策略之后，针对德奥4S店整体宣传构想，我司初步提出形象塑造“四化战术”: not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project A 主题系列化 对德奥4S店的品牌形象、有形资源确定整体核心主题后，根据不同阶段确立相应的主题循序渐进。 B 宣传新闻化 在营销过程中，密切与主流媒体的紧密合作关系，大量使用软性炒作文章进行德奥4S店价值形象提升和信息发布工作。 C 公关节点化 配合德奥4S店品牌发展建设不断递进与重要事件影响节点，通过清晰、鲜明的系列化公关、宣传等活动强化和提升德奥4S店品牌形象。 D 宣传阶段化 配合不同的主题和节点，调整宣传的力度、途径以及具体方式，以高效的宣传组合实现品牌形象阶段性目标。如抓住“金九银十”的汽车销售旺季强势提升德奥4S店的品牌知名度与品牌形象。 2、媒体策略: 以报版软文宣传为主，附以平面形象广告，以及网络形象宣传，扩大影响力度。软文与新闻线并进，以德奥4S店的品牌升级与服务提速为新闻聚焦，形成媒体炒作的热点。结合户外及公关形象宣传，形成立体宣传效果，达成媒体热点聚焦，宣传截流，关注一个新型奥迪汽车4S店从此开启。 3、主题推广语: 1、德奥4S店，购奥迪车的新选择 2、德奥4S店，奥迪品牌标准化服务见证 3、德奥4S店，开启汽车服务新时代 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 五、广告推广: 第一阶段:形象塑造(10、10—10、30)完成“德奥4S店”的视觉形象识别系统，并抓住亚太市长峰会千载难逢的时机和“金九银十”的汽车销售旺季完成户外广告推广，在短时间内提高“德奥4S店”的品牌知名度，力争品牌提及率达到50%。 1、启动时机 我们以10、12-14日亚太市长峰会在重庆召开为“德奥4S店”推广的契机，拉开重庆地区推广的序幕。亚太市长峰会是重庆直辖以来的头等的大事，万众瞩目，不仅市长们还有各国媒体甚至海内外的观众都会关注重庆，此时投入户外广告宣传将是平时广告效果的百千倍，“德奥4S店”的品牌将会直接传达给重庆目标消费者，完成第一波的广告攻势。 2、媒体选择 户外媒体的非内容性特征，完全避免了传统媒体由内容所形成的消费者接触屏障，实际上使户外媒体成为一种人群包容性最广泛的媒体形式，没有任何人为的排斥消费者的特性，这一特性使户外广告正日益成为仅次于电视广告的消费者接触率最高的媒体形式。 3、发布策略 户外广告由于其画面的冲击力和高关注率，是企业提升形象的最佳载体，本次户外广告发布以较强的站位和渗透为发布原则;具体就是以占据主城区汽车销售大卖场辐射并拦截目标消费者，选择以长年发布6-10块广告牌，短期临时发布相配合，我方可保证在节假日促销期间发布2000-3000平米的临时广告，以提高“德奥4S店”品牌的全面高关注率。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 4、效益分析: 汽车品牌越来越加大对户外广告的投入，短期临时的户外广告更是小投入，大回报;户外广告的发布一般都以年为单位，发布价格也都以数十万计，而公司可以提供1-2个月的发布期限的户外广告是其他公司不能承担的，且45元/平米/月为市场相对较低的价格，并且如果到期未有其他客户发布要求，我们可以继续保留，因此其超值的效益是可以预期的。 5、位置选择: 本次户外广告为广告活动的第一冲击波，我们选择了成渝高速和机场高速及候机厅、市区繁华地带，汽车大卖场如二郎、峨岭、江北汽博中心三个典型区域覆盖我们的目标客户。成渝高速是目前连接成都和重庆的交通大动脉，对成渝地区的汽车消费有直接的带动作用，机场高速是重庆的标志性的道路，来往的旅客都是极具价值的高端客户，是汽车消费意见领袖，对汽车消费有直接的带动作用，同时在此发布广告提升品牌形象，在市区考虑到我们的费用预算，选择了重庆三个标志性的区域，解放碑、沙区步行节、观音桥步行街都是重庆人流和车流比较集中的地区，广告效果是非常的。 6、执行 户 外 媒 体 计 划 表 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 7、设计样稿(后附) 第二阶段:媒体传播(11、1—12、30)(略) 广告方向 通过媒体悬念式广告吸引目标消费者的注意，利用报纸软文和新闻的配合，积极传达“德奥4S店”的相关信息，大力炒作“德奥4S店”的品牌形象和知名度。 第三阶段:深度推广(06、1—春节)(略) 广告方向 通过立体的传播网络，在消费者心中奠定“德奥4S店”的品牌地位，培养消费者的够车习惯，完成春节前的营销目标。 二、选址要求 1.车流量大:车流量影响“含金量”，对于一个汽车4S店来说，店铺周围道路的车流量是一个很重要的指标。 要让消费者能够发现你。 2.人居环境位置:店铺周围的商业氛围和居住人群的层次，这决定了店铺覆盖范围内的轿车保有量和消费水平。 3.车辆进出的方便性:店门前要便于不同行驶方向的车辆进出，避免有花台、路基、隔离带等障碍设施，便利性是赢得流动性客户的重要前提。 4.店周围可容纳车辆的场地大小: 店铺周围尽量有足够大的空场地，能容纳较多的车辆停放，否则在客流量大的时候形成拥堵会造成生意大量流失，长此以往会使客户失去兴趣从而选择其它更方便的服务店。而且，店铺周围的空场地通常是免费的，这显然可以在付出基本房租成本的前提下得到更多的可利用空间。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 但从中国汽车市场实际的情况来看，销售人员往往将车卖出之后就不再关心也不再去了解客户的后续需求和满意与否了。更不会关心公司利益，不会考虑到如果把客户服务好了，客户回头会来本公司修理、保养和购买配件，公司可以享受更高的利润空间。即使考虑到，也不会尽力去做，因为这不在他的业绩考核范围内，如果碰到个人利益的冲突，首先考虑的是个人利益。 所以在售后服务和信息反馈两块来说，现在的4S店并没有给消费者提供到应有的服务。因此我个人认为未来的4S店服务需要从以下几方面来改进。 第一，改变经销商与厂商的关系，将过去经销商的被动地位逐步转为主动，重新定义与厂家的价值关联。从未来的发展来看，4S店与厂商必定是一个利益的整体，厂商的对4S店的支持以及4S店对厂商策略的执行都是相辅相成的，良好的效益必定是在双方共同努力下的成果。只是其中需要权衡的利益和调整策略的方式与方法还需要进一步研究和考虑。 第二，建立自己的数据库，实行数据库营销。拥有自己的数据库就掌控了市场，拥有市场就能占据主动。包括组织营销推广活动，建立客户俱乐部，跨行业合作等方式都能获得相应有效的数据。通过整合出的数据平台来共享数据库资源，然后再针对这些高度聚焦的not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project “数据库”人群进行自己的品牌推广。通过数据库，商家可以直接对准目标客户提供购车询问、顾问服务等，提高营销的传播效率。 第三，加强自身品牌建设，大多数4S店的经销商往往不注重自身的品牌建设，仅仅依赖厂商的品牌效应。所以当4S店的数目逐步向上攀升的时候4S店本身的品牌对于客户是否有吸引力就成为其生存和发展的关键了。 第四，要转变营销观念，据相关资料显示每年整车销售利润仅5亿元，而汽车后服务市场利润却高达13亿元，这也决定了商家的营销策略必须向服务型过渡，提高服务质量，并且致力于零配件、售后服务和增值服务。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project