Mazda 品牌忠誠度僅 39% 遠低同業平均水 - 汽車
By Ina
at 2017-05-24T12:35
at 2017-05-24T12:35
Table of Contents
完整標題:Mazda 品牌忠誠度僅 39% 遠低同業平均水準,Mazda Premium 計劃會是解藥嗎?
連結:
來源:is car
內文:
isCar! 日本Mazda在推出千年計畫擺脫上個世紀經濟泡沫的陰霾後,近年來旗下產品進入魂動Kodo世代,以年輕動感的設計與SKYACTIV科技加持,成功受到消費者的歡迎,也讓Mazda喊出2019年全球銷量165萬輛的目標!但與銷量成反比的卻是品牌忠誠度,根據2016年的調查僅39%,比起業界平均的53%相距甚遠,因此打算推出Mazda Premium計劃來提升品牌形象,同時拉抬忠誠度!
車廠要增加獲利,無非是朝質與量兩個面向來改進。量的部分很清楚就是要增加銷量,不過相較於其他汽車集團,Mazda的資源與規模都較小,且社長小飼雅道先前就公開表示2019年達到165萬輛的目標,是要在不擴建新廠的前提下來達成,所以要提升獲利就一定得往質的方向發展。而Mazda北美營運長毛籠勝弘日前在受訪時,也表示現階段並不一昧追求市佔率成長,而是希望提高CX-5、CX-9等高價產品在總銷量中的比例,簡單來說就是想要將市佔率的2%轉向「好」的2%,這樣一來除了能加強原廠獲利能力之外,也要讓經銷商有利可圖且能永續經營,這才是正道。
但要將現有份額的2%轉換成「好」的2%,原廠勢必得提升品牌形象來讓消費者買單,而Mazda Premium計畫就是達成這個目標的重要推手,日前已在台灣上市的二代CX-5就可以看到原廠的野心。新車雖然還是維持Kodo設計語彙的基本輪廓,但在簡化車體線條、導入更銳利的燈組以及提升內裝質感後,整輛車可以說是充滿了濃濃的大人感,比起前一代年輕動感的形象更為成熟,可以預見接下來將改款的車型都會朝這方向邁進。在科技方面,原廠也宣告SKYACTIV科技即將邁入第二代,i-Activsense安全配備也將升級,近一步提升產品競爭力。
最後的終極目標,就是銷售量穩定成長的情況下,一舉將旗下CX-3、CX-5以及CX-9等SUV車系的全球市佔率在2019年提高到50%之譜,而目前雖然在美國市場已經達標,但縱觀全球銷售量,主力目前還是以Mazda 3為主,SUV車系僅佔39%,要達到目標可能還需要進一步將品牌形象提升,做出與Lexus、Infiniti相近的格局來說服消費者才行。但這項作法是否能成功還是疑問,畢竟Lexus、Infiniti分別是源自於Toyota以及NIssan的新品牌,Mazda要維持現有品牌的情況下要與他牌的豪華子品牌分庭抗禮,難度頗大。
但在追求形象提升的同時,Mazda高層得要借鑑該品牌1980~1990年代間的大肆擴張導致失敗的案例,當時在「5-Channel」五通路策略的主導下,推出高達五個副品牌希望提振銷售量,但各個不同定位通路販售的車款卻大同小異,讓經銷商、消費者感到相當混亂,導致整體銷量急遽下滑,讓品牌陷入極大危機。
心得:
其實80、90年代馬自達是出過高級車的,例如豪華GT Cosmo,真的是很高級的車,甚至還準備效法豐田、本田、日產推出高級品牌Amati,但後來泡沫經濟破滅而無疾而終,所以如果馬自達要重返榮耀,提升忠誠度,推出高級子牌似乎是必要的!因為車主再怎麼忠誠,但當他們想要升級時卻發現沒車可買,只好轉往別牌了這真的沒辦法!
--
連結:
來源:is car
內文:
isCar! 日本Mazda在推出千年計畫擺脫上個世紀經濟泡沫的陰霾後,近年來旗下產品進入魂動Kodo世代,以年輕動感的設計與SKYACTIV科技加持,成功受到消費者的歡迎,也讓Mazda喊出2019年全球銷量165萬輛的目標!但與銷量成反比的卻是品牌忠誠度,根據2016年的調查僅39%,比起業界平均的53%相距甚遠,因此打算推出Mazda Premium計劃來提升品牌形象,同時拉抬忠誠度!
車廠要增加獲利,無非是朝質與量兩個面向來改進。量的部分很清楚就是要增加銷量,不過相較於其他汽車集團,Mazda的資源與規模都較小,且社長小飼雅道先前就公開表示2019年達到165萬輛的目標,是要在不擴建新廠的前提下來達成,所以要提升獲利就一定得往質的方向發展。而Mazda北美營運長毛籠勝弘日前在受訪時,也表示現階段並不一昧追求市佔率成長,而是希望提高CX-5、CX-9等高價產品在總銷量中的比例,簡單來說就是想要將市佔率的2%轉向「好」的2%,這樣一來除了能加強原廠獲利能力之外,也要讓經銷商有利可圖且能永續經營,這才是正道。
但要將現有份額的2%轉換成「好」的2%,原廠勢必得提升品牌形象來讓消費者買單,而Mazda Premium計畫就是達成這個目標的重要推手,日前已在台灣上市的二代CX-5就可以看到原廠的野心。新車雖然還是維持Kodo設計語彙的基本輪廓,但在簡化車體線條、導入更銳利的燈組以及提升內裝質感後,整輛車可以說是充滿了濃濃的大人感,比起前一代年輕動感的形象更為成熟,可以預見接下來將改款的車型都會朝這方向邁進。在科技方面,原廠也宣告SKYACTIV科技即將邁入第二代,i-Activsense安全配備也將升級,近一步提升產品競爭力。
最後的終極目標,就是銷售量穩定成長的情況下,一舉將旗下CX-3、CX-5以及CX-9等SUV車系的全球市佔率在2019年提高到50%之譜,而目前雖然在美國市場已經達標,但縱觀全球銷售量,主力目前還是以Mazda 3為主,SUV車系僅佔39%,要達到目標可能還需要進一步將品牌形象提升,做出與Lexus、Infiniti相近的格局來說服消費者才行。但這項作法是否能成功還是疑問,畢竟Lexus、Infiniti分別是源自於Toyota以及NIssan的新品牌,Mazda要維持現有品牌的情況下要與他牌的豪華子品牌分庭抗禮,難度頗大。
但在追求形象提升的同時,Mazda高層得要借鑑該品牌1980~1990年代間的大肆擴張導致失敗的案例,當時在「5-Channel」五通路策略的主導下,推出高達五個副品牌希望提振銷售量,但各個不同定位通路販售的車款卻大同小異,讓經銷商、消費者感到相當混亂,導致整體銷量急遽下滑,讓品牌陷入極大危機。
心得:
其實80、90年代馬自達是出過高級車的,例如豪華GT Cosmo,真的是很高級的車,甚至還準備效法豐田、本田、日產推出高級品牌Amati,但後來泡沫經濟破滅而無疾而終,所以如果馬自達要重返榮耀,提升忠誠度,推出高級子牌似乎是必要的!因為車主再怎麼忠誠,但當他們想要升級時卻發現沒車可買,只好轉往別牌了這真的沒辦法!
--
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