文档介绍：VOLKSWAGEN China Public Relations Proposal Year Today ’ s Topic ? Market Overview ? Communication 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 0 100000 200000 300000 400000 500000 600000 700000 VW GM Toyota Honda D-C PSA Ford Nissan 2003 Jan-Nov 2002 Jan-Nov 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