新速腾首批购车客户电话调研报告telephone survey report of new sagitar first wave custom

1、新速腾首批购车客户电话调研报告Telephone Survey Report of New Sagitar First Wave Customers部门 Division客户关系管理部 CRM版本号 Version01更新日期 Date2015-6-25 二.调研目的及方法 Survey Objectives and Methods 三.调研内容 Survey Content 一.管理层摘要 Management Abstract目录Catalogue信息获取渠道 Information channels购买理由 Purchase reasons 竞品车型 Competitors客户构成 Cu

2、stomers composition客户特征 Customers characteristics 市场传播调性研究Research on marketing communication tonality对产品、销售及服务的满意情况Satisfaction about products , service and sale客户获取新速腾的信息主要来自网络广告和熟人介绍，汽车之家是客户访问最多的网站。The customers get information about new Sagitar mainly from online ads and friends/family ,auto hom

3、e are the most popular website.客户表示购买新速腾的主要理由是其外观设计和大众品牌。The reason of customers buying new Sagitar is the excellent appearance and VW brand.客户购买新速腾前考虑的车型主要为凌度，迈腾，朗逸和高尔夫。Before purchasing ,the models customer considered mainly are Lamando, Magotan, Lavida and Golf.72.9%的客户是首次购车， 27.1%的客户之前有过拥车经历，6%的

4、客户为大众品牌老客户。72.9% of customers are first time buyers, 27.1 % of customers had a car before new Sagitar, 6% of customers are the VW brand maintain customers.管理层摘要Management Abstract 1/2客户反映在销售、服务过程中最满意的是销售人员态度好，最不满意的是价格偏高，购车时没有优惠/赠品。Customers reflect that the most satisfaction is the good attitude of

5、sales staff , dissatisfaction are especially high prices and no discount or gift when you purchase.47.3%的客户表示新速腾给人的感觉是灵活的、舒适的，39.2%的人表示其拥有时尚的设计。47.3% customers said the feeling of new Sagitar is flexible and comfortable, then stylish design. 车主主要特征：男性居多，26-35岁，大专或本科学历，已婚有小孩，家庭月收入0.5-2万。Owners main f

6、eatures, mainly male, 26-35 years old, junior college or undergraduate degree, married with children, monthly e of family 5,001 -20,000 yuan.89.9%的客户明确表示会向亲友推荐这款车。 89.9% of customers would mend new Sagitar to friends and relatives.管理层摘要Management Abstract 2/2 调研目的及方法Survey Objectives and Methods调研时间

7、Survey Time调研对象Survey Object样本数量Quantity of Samples2015年5-6月 May - June 20152015年3至5月 4,285位新速腾私人车主 March - May 2015 4,285 Private buyers of New Sagitar访问成功样本2000个（访问成功率46.7%） 2000 Effective Samples（Call Success rate 46.7%）调研方式Survey Methods电话回访 Telephone Visit调研目的Survey Objectives了解首批购车客户获取新速腾的信息渠道

8、，购买理由，购车前考虑的车型，对销售、服务过程的满意情况等。 Find out customer information channels, purchase reasons, competitive cars, satisfaction on sales and service process. 客户获取新速腾的信息主要来自网络广告，熟人介绍，网络测评文章/论坛，经销商展厅。The customers get information about new Sagitar mainly from Online Ads, friends/family，Online articles, showro

9、om.信息获取渠道分析Analysis of Access to InformationQ6. 您是通过什么信息渠道了解到新速腾呢？（多选）How do you know the new Sagitar？Multiple choicen=2000访问过的网站Websites visited by New Sagitar buyers对于网络渠道获取信息的客户,汽车之家是被访问最多的网站。For the online customers, auto home are the most popular website.Q6.1.您访问了哪些网站呢？（多选）Which website do you

10、visit? Multiple choicen=1005客户购买新速腾前考虑的车型主要为凌度，迈腾，朗逸，高尔夫。Before purchasing , the models customer considered mainly are Lamando, Magotan , Lavida, Golf .考虑过的车型分析 Analysis of Models consideredQ7. 在您决定购买新速腾之前，您还考虑过哪些车型呢？（多选）Before you decide to buy the new Sagitar, which models do you consider? Multipl

11、e choice n=1439一汽-大众FAW-VW =30.2%上海大众SVW =32.3%客户购买新速腾的主要是因为其外观设计，大众品牌次之。The reason of customers buying New Sagitar is excellent appearance，VW brand and Handling.购买理由分析Analysis of Purchase Reasons Q8. 您最终选择新速腾原因是？（多选）What is the reason you choose the new Sagitar finally? Multiple choice n=2000 72.9%

12、的客户是首次购车，27.1%的客户之前有过拥车经历，6%的客户为大众品牌老客户。 72.9% of customers are first time buyers, 27.1 % of customers had a car before new Sagitar, 6% of customers the VW brand maintain customers.客户构成Customers Composition=27.1%n=2000Q3. 这是您购买的第一辆轿车么? Is the car your first purchase?Q4. 那您是增加购买了一辆车还是置换了之前的车辆? Are yo

13、u buying another new one or replacing the former one ?客户构成_竞品转化客户 Composition_From Competitors Customers竞品转化率为20.6%，竞品品牌主要为上海大众大众品牌、北京现代、奇瑞、通用雪弗兰。Competing products conversion rate is 20.6%, competitor brand mainly are SVW VW brand, Beijing Hyundai，Chery，GM Chevrolet.n=543Q5. 您上一辆车是什么汽车品牌? What bran

14、d is your former car?客户构成_本品牌老客户 Composition_VW Brand Customers 本品牌转化率为6%。VW brands conversion rate is 6%.n=119Q5. 您上一辆车是什么汽车品牌? What brand is your former car?浙江、安徽和广东地区产生新客户较多，北京、黑龙江地区由竞品转化来的客户较多，北京和内蒙古地区老客户再购比例较高。Zhejiang/Anhui/Guangdong appear large new customers, Beijing/Heilongjiangs conversion

15、 rate of competitors is high; Beijing/Inner Mongolias repurchase rate of VW brand is high.注:该比例算法为该地客户构成数量与该地售车数的比值；并去除了样本量少于10的地区。Note: This proportion algorithm means the ratio of the number of customers composition and the cars sold out in one place，and in addition to the sample size is less than

16、 10.地区分布 Region Distribution TOP10 客户构成_地区分布TOP10 Customers Composition_Region Distribution TOP10年龄 Age教育程度 Educational status婚姻状况 Marital status 性别 Gender家庭月收入 Monthly e of family n=2000n=1824n=1888n=1989n=1382客户特征Characteristic of customers1/2车主主要特征：男性居多，26-35岁，大专或本科学历，已婚有小孩，家庭月收入0.5-2万。Owners mai

17、n features: mainly male,26-35 years old, junior college or undergraduate degree, married with children, monthly e of family 5,001 -20,000 yuan.n=2000行业 Industryn=1862爱好 Hobbyn=1676职位 Positionn=1666客户特征Characteristic of customers2/2n=1993车主主要分布于河北、四川和河南地区，88.7%的客户为全款购车，行业大多为加工制造业、政府、房地产，主要为普通员工及中级管理人

18、员，爱好外出游玩及体育运动。 Owners are mainly distributed in Hebei, Sichuan and Henan,88.7% are full payment , industry are anufacturing/government/real estate , position are staff/junior manager , like outdoor activities and sports.地区分布 Region DistributionQ10. 新速腾给人什么样的感觉？What is your feeling of the New Sagitar

19、 ? 47.3%的客户表示新速腾给人的感觉是灵活的、舒适的，39.2%的人表示其拥有时尚的设计。47.3% customers said the feeling of new Sagitar is flexible and comfortable, then stylish design. 新速腾给人的感觉The feeling of New Sagitarn=1981Q11 您在购买和使用新速腾的过程中对销售或服务过程比较满意的有哪些方面？（多选）What is your satisfaction for when you purchase and drive the new Sagitar

20、? Multiple choice客户反映在销售、服务过程中最满意的是销售人员态度好，提及率79.7%。 Customers reflect that the most satisfaction is the good attitude of sales staff.客户对销售、服务过程的满意点 Satisfied points注：以上产品和服务意见选取的为10人以上提及的部分。Note: The above advices are all be mentioned more than 10 people. n=1894Q12 您在购买和使用新速腾的过程中对销售或服务过程比较不满意的有哪些方面？What is your dissatisfaction for when you purchase and drive the new Sagitar? 17.4%的客户明确指出了对销售、服务过程的不满意点,主要为价格偏高，购车时没有优惠/赠品。 17.4% of the customers have dissatisfied points, especially high prices and no discount or gift when purchasing.注：以上不满意点选取的为7人以上提及的部分。Note