奥迪A5成功案例分析中英

1、0 A5A5成功案例分析成功案例分析A5 successful case analysis 1 A5A5案例分析案例分析客户行业分布集中：客户行业分布集中：A5的客户群主要集中在私营企业、个体户、服装行业、的客户群主要集中在私营企业、个体户、服装行业、IT行业。行业。女性比例增多：女性比例增多：相对奥迪其它车型，相对奥迪其它车型，A5客户女性比例较多。客户女性比例较多。部分为二次购车：部分为二次购车：在购买在购买A5的客户中，有相当一部分是奥迪原有车主二次购买的。的客户中，有相当一部分是奥迪原有车主二次购买的。 A5客户群体分析123根据广东根据广东+广西广西14家经销商提供的现有家经销商提供

2、的现有A5客户资料，分别从客户行业分布、性别客户资料，分别从客户行业分布、性别比例、购车性质三方面进行分析，比例、购车性质三方面进行分析，A5客户具有以下特征：客户具有以下特征：详见下页详细数据详见下页详细数据2 A5 Case Analysis Clients industry distribution focuses on: A5 clients are mainly in the private enterprise, self-employed entrepreneurs, garment industry, IT industry. More ladies: compared wit

3、h other Audi products, A5 clients are mainly ladies. Some clients are secondary car purchasing: in the A5 clients, a lot of them are the second time for purchasing Audi car. A5 clients analysis 123According to the A5 clients data of 14 distributors in Guangdong + Guangxi, analyze from clients indust

4、ry distribution, gender proportion and car purchasing nature, A5 clients have the following properties: Detailed information in shown in the next page 3 A5A5案例分析案例分析 A5客户群体分析注：数据来源广东+广西14家经销商现有A5客户资料。4 A5 Case Analysis A5 clients analysis Note: data source: current A5 clients information of 14 distr

5、ibutors in Guangdong + Guangxi 5 A5对客户的吸引点A5A5案例分析案例分析奥迪品牌豪华但不张扬奥迪品牌豪华但不张扬时尚动感外观设计时尚动感外观设计独特，便于体现自我个性独特，便于体现自我个性进口车，性价比高进口车，性价比高德国品质，安全性好德国品质，安全性好强劲动力，良好的操控性强劲动力，良好的操控性轿跑车，舒适性好，适合长时间驾驶轿跑车，舒适性好，适合长时间驾驶6 A5s attractive points to clients A5 Case Analysis Audi brand is deluxe but low-pitched Fashionable

6、 and dynamic appearanceUnique and easy for showing the personality Imported car, high cost performance Germany quality, high safety Powerful force, excellent maneuverability Roadster, comfortable, suitable for long time drive 7 A5主要销售方法A5A5案例分析案例分析试驾体验试驾体验邀约客户路试，体验A5作为桥跑车的动力性能及操控性；车型转介车型转介从意向购买A4/A6

7、的客户中，了解其喜好及用途，根据对A5的吻合度，推荐其购买A5；热情服务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；结合二手车业务结合二手车业务购买A5的客户大多不是第一台车，在购车的同时需要处理原有车型，经销商适时加以二手车业务，既方便客户购车又能增加二手车业务量；主打时尚外形主打时尚外形针对追求时尚、动感的客户，在介绍时突出A5外形线条、造型之美，与客户气质、追求相称；主打动力操控主打动力操控对于追求驾驶体验的客户，着重突出A5的强悍动力性能，出色的操控感受，以及适合长时间驾驶的舒适性；独特定位独特定位介绍A5轿

8、跑车的独特定位，而且是整车进口，在质量及形象上更具竞争优势，适合非首次购车，内心追求时尚、个性、操控的客户；色彩丰富色彩丰富/车型多车型多针对人群特征，通过对A5全车系、多色彩的介绍，找到切中客户心智点，从预算和个性两方面下手，找到客户心仪车型。8 A5 main sales method A5 Case Analysis Test drive experience Invite clients for road test drive, experience the force and maneuverability of A5; Car type switch From the client

9、s who are intended to A4/A6, realize them favorite and purpose, recommend them to purchase A5 according to the actual conditions; Warm service Most clients have visited several 4S stores, warm and patient service, accurate grasp on clients demands are the important way for promoting clients to purch

10、ase car; Combine second-hand car business A5 is not the first car for most clients, when purchasing car, they shall handle the original car, distributors shall promote the second-hand car business, which is convenient for the clients to purchase the car and increase the sales volume of second-hand c

11、ar; Focus on fashionable appearance For clients who pursue fashionable and dynamic car, emphasize in the harmony of the appearance and style of A5 and on clients when introducing A5; Focus on force and maneuverability For clients who pursuing drive experience, focus on the powerful force, outstandin

12、g maneuverability and comfortable nature for long time drive of A5; Unique orientation Introduce the unique orientation of A5, emphasize that it is the imported product with high competitive force in quality and image, suitable for the clients who purchase the car for the second time and pursue fashion, personality a