3000万辆信赖的“服务密码”——一汽-大众品牌营销革新之路

Core Viewpoint - FAW-Volkswagen aims to leverage the "1511" strategy to ensure successful launches of new energy products, enhance marketing efforts, and improve customer operations while transitioning to a direct sales model [1][3]. Group 1: Milestones and Achievements - FAW-Volkswagen is approaching the significant milestone of producing its 30 millionth vehicle, becoming the first passenger car manufacturer in China's automotive history to achieve this feat [1][3]. - The company has undergone a major transformation in its sales structure to support the implementation of the "1511" strategy, which is essential for future growth [1]. Group 2: Marketing Innovations - The traditional marketing model is being reformed to meet the demands of younger consumers and digital technology, focusing on transparency, convenience, and personalized experiences [3][5]. - A new organizational structure has been established to streamline customer feedback processes, allowing customer voices to reach decision-makers more efficiently [5][6]. - The marketing strategy emphasizes a customer-centric approach, with a focus on enhancing interaction through new communication methods and content [5][8]. Group 3: Organizational Changes - The restructuring involves over 50% of the organization, creating a new marketing battle system that supports both current operations and future growth [5][6]. - New departments such as the Market Department and Customer Operations Department have been created to better address customer needs and improve service standards [5][11]. Group 4: Digital and Channel Strategies - FAW-Volkswagen is enhancing its digital marketing efforts, establishing a comprehensive new media matrix to engage younger customers through platforms like Douyin and Xiaohongshu [6][8]. - The company is innovating its sales channels by introducing flexible models such as lightweight networks and satellite stores to improve customer access to services [9][11]. Group 5: Service Enhancements - The after-sales service has been upgraded to the "Craftsmanship Service" model, offering a comprehensive plan that includes lifetime warranties and transparent repair processes [11][12]. - A unique "dual-channel operation" model has been introduced, providing customers with dedicated consultants through phone and WeChat for 24-hour service [12][14]. - The "Volkswagen Old Friends" program has been launched to strengthen customer relationships, creating a brand IP that emphasizes trust and companionship [14]. Group 6: Future Outlook - The achievement of 30 million vehicles symbolizes a new starting point for FAW-Volkswagen, which will continue to innovate its marketing system and enhance customer service to prepare for the next phase of growth [14].