文档介绍：VOLKSWAGEN China Public Relations Proposal Year
Today’s Topic
Market munication Objectives & Strategies
Key Messages Analysis
Program mendations
Timeline
Evaluation
Team Structure
Budget Estimation
FH Credential
Market Overview
China Sedan Car Market Overview
Chinese government encourages the auto industry development by issuing new policies
Domestic demands continue to grow by leaps and bounds
From Jan. to Nov., the sales of cars in China reaches million, enjoying % year-on-year increase
More foreign panies entered the China car market while the existing players are making additional investment
Info. Resource: China Association of Automobile Manufacturers Statistics
China Sedan Car Market Overview
Local auto manufacturers are emerging as petitors in China sedan car market
The overall price keeps declining due to petition and influx of new brands
China domestic brand still perceived as in lack of technological leadership
New Models Emerge in the China Market
2002-2003
parison among Foreign Car Makers
Info. Resource: China Association of Automobile Manufacturers Statistics
Trends of China Sedan Car Industry
Car industry’s annual growth rate sees to hover at 30% in ing 3-4 years
Investment in China sedan car industry will be focused on
the production facilities
the establishment work of distribution and services
petition is going to go beyond price
Trends of China Sedan Car Industry
Multinational auto brands will secure its position in the JV by increasing equity investment
Besides the manufacturing plants, leading multinational panies will bring their R&D into China
Corporate reputation and brand image are gradually ing important factors in addition to product reputation
FH Understanding of Building Corporate Reputation