Despite tough market conditions, global EV use and charging infrastructure showed continued steady growth in 2024. Learn more in Roland Berger’s latest EV Charging Index.
汽车行业正从流量争夺转向心智深耕,KOC内容营销成为竞争关键。不同于KOL,KOC的价值贡献源于品牌亲密度与主观意愿,而非商业采买。这种内生性决定了KOC群体在价值创造意愿和能力上存在天然分层。罗兰贝格发布《车企核心用户(KOC)分层运营指南》,提出在资源有限条件下,车企可构建KOC分层运营体系,打造“聚焦头部、联动腰部、辐射尾部”的策略框架,系统性提升运营效率和传播效果。同时,罗兰贝格提出“五角星”价值分层模型、KOC三层梯队建设与协同运营模型等,指导上述分层运营体系落地。
中国消费行业正经历渠道融合与不断的革新阵痛,这要求各消费品企业做“艰难但正确”的事,方能在不断内卷及变化的中国市场中始终位于前列,其中包括未来卓越零售下的营销变革探索和转型,或称之为DTC。经历过去5-10年,DTC模式的定义与行业适配性已发生巨大变化与延展。“直达用户(Direct-to-Consumer)”的本质正在向以广义用户(2C与2B/b)价值驱动的方向拓展,不同细分行业的“DTC转型”探索则各有不同。如何在时代的变迁中坚持企业初心,回归企业自身的经营禀赋与管理基因,实践卓越零售与渠道经营间的平衡,成为当前零售消费品牌的一大课题。
Our Partner Nikolaus Lehmann is hosting a webinar on the topic: How is the semiconductor industry reacting to tariffs and uncertainty? Gain valuable insights into current industry trends and shifting market sentiment. Learn how companies are responding to recent challenges and which strategies they are adopting to navigate an increasingly uncertain environment. Further information can be found here.
Our Partners Jan-Philipp Hasenberg, Stefan Riederle, and Sebastian Braun are hosting a webinar on "The Future of Mobility – Key Disruptions in the Automotive Industry." Gain valuable insights into the latest developments in autonomous mobility, China's leading role, and current electrification trends. More information is available here.
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