Up to now, in less than two years, “Dongfeng Motor†has quickly established more than 400 image stores of different levels. The stylish facade, the unified image, the colorful exhibition space, and the multi-functional "Dongfeng Motor" image shop are dotted, and now it has covered the entire country as "the goddess".
The construction of image store is the carrier of the "Dongfeng Motor" galaxy plan, and the galaxy plan is an important part of the "Dongfeng Motor" brand communication strategy. To this end, “Dongfeng Motor†has been paying close attention to the layout and construction of brand image stores in recent years, and has achieved remarkable results in image building to increase brand awareness and increase product sales in the market.
"Dongfeng Motor" brand image store is based on the premise of corporate image recognition and core functions, combining the current status of local market transactions, regional market scale, and the ability of agents to tailor the business to fully utilize the new marketing model of stock assets. The brand image shop construction is divided into A, B, C, D four levels. A and B grades have the function of “sales, service, spare parts, and informationâ€. C and D grades mainly focus on marketing and maintenance services. (A-type shops refer to large-scale stores mainly consisting of 4S shops; B-type shops refer to medium-sized shops mainly consisting of 4S; C-type shops refer to high-end showrooms dominated by 2S and 3S shops; D-type shops refer to automobile stores.)
After rapid implementation, a group of channels and images are unified, and the A and B brand image stores that meet the requirements of exhibition venues and point of sale requirements are firmly rooted in many large and medium-sized cities. Hundreds of C and D-level image stores are located in provinces and cities across the country. County, town bloom results. For each image store, in terms of promotion and dissemination, the three-dimensional propaganda effect has been formed by means of plane, film and television, internet, outdoor media, soft-text propaganda, public relations, and promotional planning. "Dongfeng XB: The original vehicle for integrated vehicle design"; "Dongfeng Duolika - long-distance freight transportation expert"; "Dongfeng Jinba - wider car road width"; "Dongfeng King Kong - pull much more More "... These new and old products are familiar to everyone and the Dongfeng Light Commercial Vehicle brand has received more customer recognition. Among these, the role of the display shops in various places has contributed.
In 2006, “Dongfeng Motor†timely adjusted its structure according to the actual situation. While developing and consolidating the A, B, and C-level image stores, it also focused on strengthening the construction of D-class stores. From August to August, a total of 43 D-level image stores have been developed. The image stores of Shijiazhuang Collection, Tianjin Juntong, Anqing Lingtong, Dali Giyada, and Zhenjiang Baotielong have all been upgraded. The outdoor exhibition booths and the city offices The hard and soft environment in the district has undergone great changes. After comparing the data, the average sales volume of new D-class stores was 60.45% higher than before the establishment of stores. Among them, Dongguan Dongfu and Shenzhen Yongao have exponentially increased. The sales volume of Chengdu Dacheng has more than tripled.
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