从“稳态防御”到“敏态进攻”，一汽-大众大众品牌重启体系活力

Core Viewpoint - The transformation of FAW-Volkswagen's Volkswagen brand is a strategic response to the changing automotive market, particularly the emergence of the post-95 and post-00 generations as key consumers, necessitating a shift towards a customer-centric approach in marketing and operations [1][3][10] External Factors - The automotive market is experiencing a significant shift in customer demographics, with younger consumers prioritizing digital engagement, personalization, and convenience in their purchasing journey [3][4] - The entry of new players and internet companies has disrupted traditional marketing strategies, prompting FAW-Volkswagen to innovate and adapt to maintain competitiveness [3][4] Internal Factors - The organizational change aims to support the launch of 10 new models tailored for the Chinese market starting in 2026, which is critical for the brand's future positioning [4] - There is a need to break down existing departmental barriers to enhance operational efficiency and collaboration across marketing, sales, and customer service [4][9] New Customer-Centric Structure - The new organizational structure replaces the traditional "front-end and back-end" model with a more collaborative "front-end, middle-end, and back-end" framework, enhancing overall operational efficiency [5][6] - The marketing department has undergone significant restructuring, with seven sub-departments established to improve customer engagement and streamline marketing efforts [5][6] Customer Operations Transformation - The customer operations department has consolidated various customer experience functions to provide a more coherent and precise service across all customer touchpoints [8] - A new product management structure has been established to oversee the entire product lifecycle, ensuring better resource allocation and decision-making [8] Regional Frontline Enhancements - The frontline teams have been strengthened to better address market and customer needs, with an increase in personnel dedicated to non-sales operations and market management [9] - A dual-channel customer operation mechanism has been introduced, combining traditional communication methods with modern digital platforms for improved customer engagement [9][10] Overall Significance - This transformation is not merely an organizational adjustment but a fundamental shift towards a more agile and responsive marketing system, equipping FAW-Volkswagen to navigate uncertainties in the market [10]