SKODA Brand Asset Evaluation 斯柯达品牌调查

Q1:Please choose your work place. 请选择您的工作地点。

Q2:Please choose language. 请选择语言。

:In the following we kindly ask you to evaluatea couple ofSkoda brand assets in regards to 1) Importance for Skoda and 2) Differentiation potential vs. competition. The scalegoes from 1 - 6: (1) Very low--- (2) Low--- (3) Rather low--- (4) Rather high--- (5) High--- (6) Very high Example:[图片]

Q3:Lets start!Please rememer:[(1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]1.Pleaseevaluate SUVs

Q4:2.Pleaseevaluate NEVs

Q5:2.Pleaseevaluate Sedans / Hatchback

Q6: 4.Pleaseevaluate Colors (fresh, bright, etc.)

Q7: 5.Pleaseevaluate Exterior design (i.e. Look Feel)

Q8: 6.Pleaseevaluate Interior design (i.e. Look Feel)

Q9: 7.Pleaseevaluate Spaciousness / Roominess

Q10: 8.Pleaseevaluate Intuitive innovation

Q11: 9.Pleaseevaluate Connectivity

Q12:10.Pleaseevaluate Simply Clever features

Q13: [ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]11.Pleaseevaluate Since 1895(Logo Add-on)

Q14: 12.Pleaseevaluate Green color (Usage)

Q15: 13.Pleaseevaluate Logo

Q16: 14.Pleaseevaluate Human touch philosophy (brand/service exp.)

Q17: 15.Pleaseevaluate Tour de France sponsorship

Q18: 16.Pleaseevaluate Cirque de Soleilsponsorship

Q19: 17.Pleaseevaluate Communication of VW Group technology

Q20: 18.Pleaseevaluate Czech culture

Q21: 19.Pleaseevaluate Czech brand

Q22: 20.Pleaseevaluate European brand

Q23: [ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]21.Pleaseevaluate International brand

Q24: 22.Pleaseevaluate Brand heritage 122 years[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q25: 23.Pleaseevaluate New sales formats (i.e. direct sales)[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q26: 24.Pleaseevaluate Retail marketing[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q27:25.Pleaseevaluate Accessories / Merchandise[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q28:26.Pleaseevaluate Customer events[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q29:27.Pleaseevaluate Motorshows[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q30:28.Pleaseevaluate Showroom[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q31:29.Pleaseevaluate Roadshows[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q32:30.Pleaseevaluate After Sales services[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q33:31.Pleaseevaluate Press events[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q34:32.Pleaseevaluate E-Commerce[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q35:33.Pleaseevaluate Value added business[ (1) Very low- (2) Low- (3) Rather low- (4) Rather high- (5) High- (6) Very high ]

Q36:Which brand assets do you thinkare also important for SKODA but have not been mentioned in our survey? (Please name and evaluate 1) Importance and 2) Differentiation potential) (*elective)

Q37:Please press Yes to finish survey.

:请从下列两个维度评估我们列出的品牌资产：1）对斯柯达的重要性 2）对竞品的差异化程度（1表示程度最低 --- 6表示程度最高）[图片]

Q38:1.请评价 SUV（越野车）

Q39:2.请评价 NEV(新能源汽车)

Q40:3.请评价 现有轿车车型

Q41:4.请评价 外观颜色（清新/亮丽等）

Q42:5.请评价 外观设计（例如车身线条）

Q43:6.请评价 内部设计（例如内饰设计/内饰材质）

Q44:7.请评价 大空间

Q45:8.请评价 简单直观的功能

Q46:9.请评价 汽车互联化

Q47:10.请评价 Simply Clever 功能

Q48:11.请评价 since 1895 (品牌元年标签)

Q49:12.请评价 斯柯达绿的使用程度

Q50:13.请评价 品牌标识（Logo）

Q51:14.请评价 真心呵护的理念 （品牌/服务等）

Q52:15.请评价 环法自行车赛赞助

Q53:16.请评价 太阳马戏团赞助

Q54:17.请评价 在传播中强调源自大众集团的先进技术

Q55:18.请评价 捷克文化

Q56:19.请评价 捷克品牌

Q57:20.请评价 欧洲品牌

Q58:21.请评价 国际品牌

Q59:22.请评价 122年的品牌历史

Q60:23.请评价 新销售模式（例如直销）

Q61:24.请评价 区域营销

Q62:25.请评价 备附件/衍生品

Q63:26.请评价 线下活动

Q64:27.请评价 车展

Q65:28.请评价 经销商展厅

Q66:29.请评价 路演

Q67:30.请评价 售后服务

Q68:31.请评价 媒体活动（发布会）

Q69:32.请评价 电商

Q70:33.请评价 增值服务

Q71:您认为还有什么品牌资产对斯柯达十分重要？ （请列举并根据之前的规则打分 1）对斯柯达的重要性 2）对竞品的差异化程度）（*选答题）

Q72:结束问卷填写。