浪子回頭

????一個(gè)靠打折促銷過日子的品牌，一家技術(shù)落后、產(chǎn)品質(zhì)量差強(qiáng)人意的公司，如何才能在不景氣的經(jīng)濟(jì)環(huán)境下實(shí)現(xiàn)銷量的增長？

??? 這就是克萊斯勒的秘訣所在了，而且最近它已經(jīng)產(chǎn)生了令人驚嘆的成果。就在兩年前，克萊斯勒（Chrysler）還被拋在路邊等死，但現(xiàn)在它已經(jīng)悄悄恢復(fù)了元?dú)猓葱母锩妫卉S成為2011年最成功的全線汽車廠商。

??? 今年克萊斯勒的銷量已經(jīng)上漲了24%，超過了福特（Ford）銷量增幅的兩倍，比通用汽車（General Motors）快了60%——通用是美國汽車業(yè)另一個(gè)接受了美國政府破產(chǎn)保護(hù)的受益者。今年十月，這種差距表現(xiàn)得更為明顯，克萊斯勒的銷量躍升了27%，而通用和福特的銷量只是分別上漲了2%和6%。

??? 汽車銷售是個(gè)非常復(fù)雜的過程，中間有好幾個(gè)關(guān)鍵的節(jié)點(diǎn)，因此克萊斯勒的突然成功愈發(fā)顯得惹人矚目。在汽車銷售老手的圈子里，有所謂的“六個(gè)月銷售漏斗”一說，也就是說消費(fèi)者先是對車型產(chǎn)生認(rèn)知，然后開始調(diào)查、熟悉行情，然后形成自己的看法，將購車范圍縮小到某幾款車型，最后經(jīng)過慎重考慮，才去掏錢購買。這是個(gè)逐步縮小包圍圈的過程。當(dāng)被問到如何解釋克萊斯勒今年的銷量飆升時(shí)，克萊斯勒的一位發(fā)言人列出了好幾個(gè)因素，包括車型的重新設(shè)計(jì)受到消費(fèi)者的歡迎，從而帶來了顧客感知度的提高；《消費(fèi)者報(bào)告》（Consumer Reports）等第三方權(quán)威媒體的推薦；抓人眼球的廣告；更清晰的品牌描述；租賃融資的范圍擴(kuò)大等。

??? 以下謹(jǐn)為大家總結(jié)克萊斯勒今年之所以能夠大獲成功的幾個(gè)關(guān)鍵因素，以及未來取得更大成功的關(guān)鍵所在。

The comeback kid

????How does an auto company, saddled with discount brands, outdated technology, and hand-me-down products, grow sales in a becalmed economy?

??? That's Chrysler's secret sauce and it has been producing spectacular results. Left for dead by the side of the road two years ago, it has quietly rehabilitated itself and now stands as 2011's most accomplished full-line manufacturer.

??? Chrysler has seen its sales rise 24% this year. That's 60% faster than General Motors, the industry's other beneficiary of a government-sponsored bankruptcy, and more than double the rate at Ford, its fair-haired boy. The difference was even more stark in October. Chrysler's sales jumped 27% vs. 2% for GM and 6% for Ford.

??? Chrysler's sudden success is all the more remarkable because selling cars is a complicated process with multiple pivot points. Sales floor veterans talk about a six-month sales funnel, beginning with awareness and proceeding to research and familiarity, opinion and short list, consideration and, finally, purchase. When asked to explain Chrysler's surge this year, a spokesman offered a half-dozen factors, including improved customer perceptions due to well-received redesigns, third-party recommendations from authorities like Consumer Reports, attention-grabbing advertising, sharper brand delineations, and greater availability of lease financing.

??? Here are some of the keys to Chrysler's current success -- and a key to more s opportunities that lie ahead.

公羊皮卡

????在CEO塞爾吉奧?馬基奧尼的拍板下，克萊斯勒剝離了道奇（Dodge）的皮卡業(yè)務(wù)，單獨(dú)成立了一個(gè)“公羊”（Ram）品牌，馬基奧尼也因此受到了廣泛的質(zhì)疑。事實(shí)證明馬基奧尼這一手玩得相當(dāng)漂亮。在當(dāng)前美國汽車銷量排行榜前20名的位置上，通用和福特各占四席，這八款車型也占了它們總銷量的大半部分。而克萊斯勒只有一款上榜，這根獨(dú)苗就是公羊皮卡。皮卡的利潤是很大的，而僅在今年10月份，這款皮卡就在美國賣出了21,037臺(tái)，比去年同期上漲21.5%。

Ram truck

????CEO Sergio Marchionne was widely questioned for his decision to split off Dodge's truck business and create a separate brand in Ram, but it has paid off handsomely. While GM and Ford each have four models among the top 20 selling vehicles, accounting for a big chunk of their total volume, Chrysler has only one: the Ram pickup. Customers snapped up 21,037 of the profit-rich haulers in October, up 21.5% from a year ago.