某汽車公司以客戶為尊管理策略(ppt 43頁)（英文版）

某汽車公司以客戶為尊管理策略內容提要：
Issues
Old, conservative, boring
Losing contact with younger generation
Not proud to own a Ford
Lack of social involvement
Objectives
Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life
Rejuvenate Ford’s image by connecting younger generation Taiwanese
Reinforce Ford’s social involvement in Taiwan
Communication
Set brand advertising guidelines that shape Ford into a Zestful brand
Operate a series of owners programs that reinforce vehicles’ fun and excitement attributes
Advertising Guidelines
“Zest for Life” shapes Ford’s attitude to life:
Energetic
Passionate
Optimistic
Fresh
Advertising Guidelines
Ford’s advertising carries the tonality of :
Fun
Smart
Humorous
Western
Internal Belief
TOC NFL press conference to announce the new brand vision “Zest for Life” to press
Full scale employee kick-off ceremony to reinforce the internal belief
Departmental actions to realize the new brand vision
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