Musi waNyamavhuvhu 25, muenzaniso wePorsche wakatengesa zvakanyanya Macan akapedza kugadzirisa kwekupedzisira kwenguva yemotokari yemafuta, nekuti muchizvarwa chinotevera chemhando, Macan achararama nenzira yemagetsi akachena.
Nekupera kweinjini yekupisa kwemukati nguva, mhando dzemotokari dzemitambo dzave dzichiongorora miganhu yeinjini kuita dziri kutsvagawo nguva itsva yemaitiro ekuita. Semuyenzaniso, Bugatti, iyo yaimbove yakaiswa mumagetsi supercar inogadzira Rimac, ichashandisa iyo yekupedzisira-yepamusoro-notch. Iyo tekinoroji kugona kwemagetsi supercars inoziva kuenderera kwemhando munguva yemagetsi.
Porsche, iyo yakadhinda motokari dzakauchikwa makore gumi nerimwe apfuura, iri kusanganawo nedambudziko rimwe chete iri munzira yekuzoiswa magetsi akazara mune ramangwana.
Kunyangwe mhando yemotokari yemitambo yakavakirwa muStuttgart, Germany yakaburitsa mota yekutanga yakachena yemagetsi Taycan gore rapfuura, uye inoronga kuwana 80% yekutengeswa kwemhando dzakachena dzemagetsi uye dzakasanganiswa muna 2030, hazvirambike kuti kubuda kwemagetsi. gap pakati pemabhureki mune yapfuura yemukati injini yekupisa nguva yakaenzana. Muchirevo chechinyorwa chino, Porsche inonamatira sei kuguta rayo rekutanga rekuita?
Zvinonyanya kukosha, mune iyi nzira itsva, kukosha kwemotokari yemotokari kunogadziriswa chinyararire. Nekugadzirwa kwemabhenefiti matsva akasiyaniswa nekutyaira akazvimirira uye nehungwaru network, zvinotarisirwa nevashandisi kune kukosha kwehunhu hwemotokari zvakawedzerawo kuda ruzivo uye kukosha-kwakawedzerwa masevhisi. Muchiitiko ichi, Porsche inoenderera mberi sei neiyo brand kukosha kwayo?
Manheru ekutanga kweMacan itsva, mutori wenhau akabvunzurudza Detlev von Platen, nhengo yebhodhi repasi rose rePorsche, ane basa rekutengesa nekushambadzira, naJens Puttfarcken, mutungamiri uye CEO wePorsche China. Zvinogona kuonekwa kubva muzwi ravo kuti Porsche inotarisira kukwikwidzana nechepakati pechiratidzo. Simba rinopfuudzwa kunguva yemagetsi, uye tevera maitiro enguva yekugadzirisazve kukosha kwechiratidzo.
1. Kuenderera mberi kwemaitiro emhando
"Kukosha kwakanyanya kwePorsche imhando." Detlev von Platen akadaro achitendeka.
Parizvino, kukwikwidza kwepakati kwezvigadzirwa zvemotokari kuri kugadziridzwa pasi pekukurudzira kweepoch-making brands akadai saTesla. Mhepo yekuita kwemotokari yakaderedzwa nekuiswa magetsi, kumberi-kuzvitonga kutyaira kwakaunza akasiyana mabhenefiti emakwikwi, uye OTA pamusoro-pamhepo yekurodha tekinoroji yakawedzera Kugona kukwidziridza mota ... Aya masystem-nyowani ekuongorora ari kuzorodza vatengi' maonero echisikigo ekukosha kwechiratidzo.
Kunyanya kumhando dzemotokari dzemitambo, zvipingamupinyi zvehunyanzvi senge mechanic tekinoroji yakavakwa munguva yeinjini dzinopisa mukati dzakasvika zero pamutsetse wakaiswa magetsi wekutanga; hutsva hwemhando yakakosha hunounzwa nehungwaru tekinoroji iri kukanganisawo mhando dzemotokari dzemitambo. Iko kukosha kwehunhu kuri kuderedzwa.
“Parizvino muchikamu cheshanduko cheindasitiri yemotokari, mamwe ma brand ane mukurumbira adzikira uye akanyangarika nekuti vanga vasingazive kuti shanduko dzinokanganisa dziri kuitika sei, sezvinodiwa nevatengi, mapoka matsva evatengi, uye mafomu matsva emakwikwi. "Mukuona kwaDetlev von Platen, kuitira kuti zvigadzirise shanduko iyi mumamiriro emakwikwi, Porsche inofanirwa kuenderana nenharaunda, ichinyatso shanduka, uye nekuchinja kukosha kweiyo brand uye kukwikwidza kwakanyanya kuenda kunguva itsva. Iri ravewo basa rakakosha kune yese yePorsche brand uye kambani mune ramangwana. Strategic pekutangira.
"Kare, vanhu vaishandiswa kubatanidza mabhureki kune zvigadzirwa. Semuyenzaniso, Porsche's most iconic model product, the 911. Mabatiro ayo akasiyana, kuita, ruzha, ruzivo rwekutyaira uye magadzirirwo akaita kuti zvive nyore kune vatengi kubatanidza Porsche nemamwe mabhureki. Siyana.” Detlev von Platen akataura, asi nekuti kuita kwepamusoro kuri nyore kuwana munguva yemotokari dzemagetsi, kunzwisisa kwevatengi uye tsananguro yehumbozha pfungwa dziri kuchinjawo munguva itsva. Naizvozvo, kana Porsche ichida kuchengetedza kukwikwidza kwayo kwekutanga, inofanirwa "Kuwedzera uye kuwedzera brand management" kuti ive nechokwadi chekuti "maonero emunhu wese nezverudzi rwePorsche agara akasiyana nemamwe mabhureki".
Izvi zvinosimbiswa nemhinduro yaTaycan yemushandisi gore rimwe mushure mekunyorwa kwayo. Tichitarisa kubva pakuongorora kwevaridzi vakaunzwa kusvika parizvino, iyi yakachena yemagetsi mota yemitambo haisati yabva pamhando yePorsche. "Tinoona kuti munyika, kunyanya kuChina, Taycan yakazivikanwa nevatengi semota yakachena yePorsche yemitambo, iyo yakakosha kwatiri." Detlev von Platen akati, uye izvi zvinowedzera kuratidzwa muzinga rekutengesa. Mumwedzi mitanhatu yekutanga ye2021, huwandu hwekutakura hwePorsche Taycan hwave hwakafanana nedata rekutengesa kwegore rose ra2020. Muna Chikunguru wegore rino, Taycan akave shasha yekutengesa pakati pemhando dzese dzemagetsi emhando yepamusoro ane mutengo unodarika 500,000 yuan muChina.
Parizvino, maitiro ekuchinja kubva muinjini yekupisa yemukati kuenda kumagetsi haachinjike. Sekureva kwaDetlev von Platen, basa rakakosha rePorsche ndere kuendesa mhando, mweya wemotokari yemitambo, uye kuvimba neveruzhinji uye kuzivikanwa kweanopfuura makore makumi manomwe kune chero anotevera modhi. Pamuenzaniso.
2. Kuwedzerwa kwekukosha kwechiratidzo
Pamusoro pekuunzwa kwepakati pechigadzirwa, Porsche iri kuteverawo pamusoro pekuda kwevatengi kwekuvandudzwa kweruzivo rwemushandisi munguva nyowani uye kuwedzera kukosha kwechiratidzo chePorsche. "Semhando inogona kuchengetedza hukama hwepfungwa uye kunamatira kwakanyanya nevatengi nevaridzi vemotokari, Porsche haingouyisi chigadzirwa chete, asi zvakare 'inopa' ruzivo rwakachena uye manzwiro akatenderedza mota yese yePorsche, kusanganisira tsika yenharaunda yePorsche zvichingodaro. ” Detlev von Platen Express.
Zvinonzi muna 2018, Porsche yakamisa Porsche Experience Center muShanghai, iyo inobvumira vashandisi kuwana mota yemitambo yePorsche uye tsika yemujaho, uye inopa chiteshi chiri nyore kuti vashandisi vaone hunhu hwePorsche brand. Uye zvakare, kutanga kwa2003, Porsche yakatangawo Mukombe weAsia Porsche Carrera uye China Porsche Sports Cup, ichibvumira vamwe vanofarira mota dzemitambo yeChinese uye vanofarira mijaho kuti vawane mota dzemijaho.
"Nguva pfupi yapfuura, takagadzirawo Porsche Asia Pacific Racing Trading Co., Ltd. kuti ipe vatengi vemijaho zviri nyore mukutenga mota. Semuenzaniso, vatengi vanogona kutenga zvakananga mota dzemujaho wePorsche uye masevhisi ane hukama kuburikidza neRMB. " Jens Puttfarcken akaudza vatori venhau, "Mune ramangwana, Porsche Ichapa vashandisi mikana yakawanda yeruzivo, kuwedzera mari nekubata nzvimbo, kuitira kuti varidzi vemotokari vekuChina nevatengi vawane mikana yakawanda yekunakidzwa nemhando yePorsche.
Mazuva mashoma apfuura, Porsche China yakavandudzawo chimiro chesangano. Dhipatimendi rakakwidziridzwa rekutarisira vatengi rinotarisa mukutsvagisa ruzivo rwevatengi uye kuunganidza mhinduro kubva kune izvi zviitiko kuti zvivandudze. Ichi chave chinhu chakakosha chePorsche's yakawedzera brand kukosha. "Kwete izvozvo chete, mune ramangwana, isu tinovimba kuti masevhisi ese anogona kunyatsobatanidzwa nedhijitari kugadzira yakanyanyisa mhando chiitiko." Jens Puttfarcken akadaro.
3. China R & D bazi
Porsche's reshaping of brand value haingoratidzike mukutama kweiyo chigadzirwa musimboti uye nekuvandudza kwese kwese maitiro emushandisi ruzivo, asiwo mukuvandudza kwekucheka-kumucheto tekinoroji. Parizvino, nyika iri kuita shanduko yedhijitari. Kuona kuti mabhureki anogona kutevedzera shanduko iyi, Porsche yafunga kumisa bazi rekutsvagisa nekusimudzira muChina gore rinouya. Ndichiri kubata uye kufanotaura zvinodiwa nevatengi veChinese, ichashandisa musika weChinese mukubatana kwakangwara, kutyaira kwakazvimirira, uye digitalization. Sangana nemabhenefiti ekuzivikanwa kweanocheka-kumucheto tekinoroji maapplication, ipindure kuPorsche Global, uye kusimudzira yayo tekinoroji hunyanzvi.
"Musika weChinese unotungamira pasirese maererano nehunyanzvi, kunyanya munzvimbo dzakaita sekutyaira wakazvimirira, kutyaira zvisina munhu, uye hunyanzvi hwekubatanidza." Detlev von Platen akati kuitira kuti vaswedere pedyo nemusika uye vatengi vane tarisiro itsva, Porsche yakasarudza kuita tsvakurudzo yakadzama. China's mainstream tekinoroji ekuvandudza tekinoroji maitiro uye madhairekitori, kunyanya munzvimbo dzinonyanya kudiwa nevatengi veChinese, senge digitalization uye smart yekubatanidza, uye kutumira kunze kweChina yekucheka-kumucheto matekinoroji kuti aenderere mberi nekubatsira budiriro yePorsche mune mamwe misika.
Zvinonzi Bazi rePorsche reR&D muChina richabatana zvakananga neWeissach R&D centre nemabhesi eR&D mune mamwe matunhu, uye ichabatanidza Porsche Engineering Technology R&D (Shanghai) Co., Ltd. nePorsche (Shanghai) Digital Technology Co., Ltd. .kuburikidza neR&D yakawanda Kubatana kwechikwata kuchatibatsira kunzwisisa nekuzadzisa zvinodiwa nemusika weChinese nekukurumidza.
"Zvose, tinogara tine tariro pamusoro pekuchinja uye kubudirira. Tinotenda izvi zvichatikurudzira kuti tirambe tichiumba kukosha kwerudzi rwePorsche mune ramangwana. " Detlev von Platen akadaro
Nguva yekutumira: Sep-06-2021