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citroen aircross na rede: experiências de uma marca...
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citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
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citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
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citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
ODQoDPHQWRGDFDPSDQKDWHPRVR%DQQHU([SDQVtYHODGDSWDGRSDUDR3RUWDO,*2
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HGLWRULDLV $R ´HVWDFLRQDUµ R YHtFXOR HP DOJXPD SDUWH GR FHQiULR R XVXiULR SRGH
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GHVHQYROYLGDSDUD79DEHUWD79DFDERUHYLVWDFLQHPDUiGLRPtGLDH[WHULRUFHOXODU
HSHoDVSXEOLFLWiULDVSDUDRVKRZURRPGDVFRQFHVVLRQiULDV
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GDUHGH*ORERDOpPGHXP5RDGEORFNHPWHOHYLVmRIHFKDGD3RUpPXPGLDDQWHVGD
7pFQLFD GH PtGLD HP TXH VmR FRPSUDGRV HVSDoRV WHOHYLVLYRV QR PHVPR KRUiULR HP GLYHUVRV
FDQDLVDILPGHREWHUH[FOXVLYLGDGHQRKRUiULRQREUH
citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
YHLFXODomRGR97QDWHOHYLVmRDEHUWDHDFDERRPHVPRYtGHRIRLSXEOLFDGRQRFDQDO
GDPDUFDQRVLWHGHFRPSDUWLOKDPHQWRGHYtGHRV<RXWXEHVHQGRWDPEpPYHLFXODGR
FRPRXPWHDVHUQRSHUILOGDHPSUHVDQRVLWHGHUHODFLRQDPHQWRV)DFHERRNRTXH
JHURXPDLVERFDDERFDQDLQWHUQHW$HVWUDWpJLDGHGLVSRQLELOL]DUHPSULPHLUDPmR
H[SORURXDFDUDFWHUtVWLFDGDVPtGLDVVRFLDLVQDVTXDLVVHGHVWDFDRFRPSRUWDPHQWR
GHFRPSDUWLOKDUQRYLGDGHVFRPRVFRQWDWRVRTXHSRWHQFLDOL]DDGLIXVmRGRYtGHR
HPWRGDDZHE
3DUD R VHJXQGR IOLJKW GD FDPSDQKD LQLFLDGR D SDUWLU GH PDLR GH IRL
FULDGRXPQRYRILOPHLQWLWXODGR:LQJVXLW1HVVDFULDomRGHPRGRFRQFHLWXDOPHQWH
VHPHOKDQWHDRSULPHLUR97SDUDWHOHYLVmRVmRHYLGHQFLDGRVRVGRLVODGRVGRYHtFXOR
RVRILVWLFDGRHRODGRDYHQWXUHLUR
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SDUDDWHOHYLVmRIRUDPFRORFDGRVQRDURVSULQFLSDLVZHEVLWHVGHDSRLRjFDPSDQKD
6XD SULQFLSDO IXQomR IRL D GH HVWHQGHU D PHQVDJHP DSUHVHQWDGD DR FRQVXPLGRU
HP RXWUDV PtGLDV FRPR RV EDQQHUV HP SRUWDLV DQ~QFLRV HP OLQNV SDWURFLQDGRV H
FRQWH~GRV SDJRV HP VLWHV GH FRQWH~GR TXH UHGLUHFLRQDP R LQWHUQDXWD SDUD HVVDV
PtGLDV
3DUD HVVD FDPSDQKD IRUDP FULDGRV WUrV ZHEVLWHV SULQFLSDLV WRGRV FRP
FDUDFWHUtVWLFDVHIXQFLRQDOLGDGHVHVSHFtILFDVFRPRLQWXLWRGHFRQGX]LURFRQVXPLGRU
MiLPSDFWDGRSHODFDPSDQKDjHIHWLYDFRPSUDGRYHtFXOR
7RGRVHVVHVHVIRUoRVPXOWLPtGLDJDUDQWHPDRFRQVXPLGRUFHUWDYLYrQFLDYLUWXDO
GRYHtFXORVHGX]LQGRRSDUDDH[SHULPHQWDomRQDFRQFHVVLRQiULDRQGHRXWUDVDo}HV
GHSRQWRGHYHQGDRHVSHUDPFRQGX]LQGRRDRWHVWGULYHPRPHQWRHPTXHVXDV
IDQWDVLDVJHUDGDVSHORDPELHQWHYLUWXDOVHDWXDOL]DPHOKHSHUPLWHPUHDOPHQWHVHQWLU
DH[SHULrQFLD$LUFURVVFRPVHXVVHQWLGRV
2VLWHWDPEpPFRQWDFRPOLQNVSDUDFRPSDUWLOKDPHQWRGRYHtFXORQR7ZLWWHUH
)DFHERRNXPDILFKDFRPGHWDOKHVWpFQLFRVGRFDUURXPOLQNSDUDDiUHDFRPHUFLDO
RQGHSRGHULDVHUIHLWDDUHVHUYDDQWHFLSDGDGRYHtFXORHSRUILPXPOLQNUHGLUHFLRQDQGR
RXVXiULRSDUDDVHomRHVSHFLDOGR$LUFURVVGHQWURGRSRUWDO&LWURsQ
&RQWXGRXPGRVJUDQGHVGHVWDTXHVGHWRGDDFDPSDQKDGHODQoDPHQWRGR
&LWURsQ$LUFURVVIRLDUHDOL]DomRGD&KDPDGD([SHGLomR&LWURsQ$LUFRVVXPHYHQWR
LWLQHUDQWH TXH SHUFRUUHX PLO TXLO{PHWURV SRU OXJDUHV QDWXUDLV EUDVLOHLURV SRXFR
H[SORUDGRVSHORVURWHLURVWXUtVWLFRV$H[SHGLomROHYRXSDUWLFLSDQWHVVHOHFLRQDGRV
SDUDXPDDYHQWXUDDERUGRGRVYHtFXORV(QIDWL]DYDRFRQWDWRFRPDQDWXUH]DDWUDYpV
GHHVSRUWHVUDGLFDLVHWXULVPRHFROyJLFRQRVPDLVGLYHUVRVUHFDQWRVQDWXUDLVGRSDtV
5HDOL]DGD GH GH QRYHPEUR D GH GH]HPEUR GH D H[SHGLomR
FRQWHPSORX D SURGXomR GH XP SURJUDPD GR HVWLOR UHDOLW\ VKRZ FRP XP WRTXH GH
WXULVPRDPELHQWDOHHVSRUWHVUDGLFDLV)RUDPFULDGRVWUH]HFDStWXORVYHLFXODGRVQR
FDQDOGHWHOHYLVmRSDJD0XOWLVKRZQRVTXDLVHUDPUHJLVWUDGRVWRGDVDVH[SHULrQFLDV
citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
SDVVHLRVHLQWHUDomRGRVSDUWLFLSDQWHVDOpPGHGDUEDVWDQWHrQIDVHSDUDRSURGXWR
TXHHUDRSULQFLSDOSURWDJRQLVWD
1D GLYXOJDomR GD H[SHGLomR IRUDP XWLOL]DGDV GLYHUVDV OLQJXDJHQV D ILP GH
LQWHJUDURVHOHPHQWRVDGYLQGRVGRVP~OWLSORVFDQDLVPLGLiWLFRVXWLOL]DGRV'RVEORJV
YHLR D FRPXQLFDomR LQIRUPDO WH[WXDO GH FXUWD H[WHQVmR DJUHJDQGR FRQWH~GRV HP
YtGHRVHVRQV7RGDVDVH[SHULrQFLDVTXHDFRQWHFLDPFRPRJUXSRRVDPELHQWHV
YLVLWDGRVGHVDILRVHQIUHQWDGRVDOpPGHGLYHUVDVFXULRVLGDGHVIRUDPSXEOLFDGRVQR
ZHEVLWHRILFLDOGDH[SHGLomRTXHFRPELQDYDWH[WRVYtGHRVHIRWRJUDILDV$OpPGLVVR
IRLSRVVtYHODFRPSDQKDUDYLDJHPSHORPLFUREORJ7ZLWWHUHSHORSHUILOQR)DFHERRN
&RQVLGHUDo}HVILQDLV
&RPRSRGHPRVREVHUYDUDWUDYpVGDVLPDJHQVRVRUJDQL]DGRUHVGDFDPSDQKD
REHGHFHUDP D WHQGrQFLD GH WHU SUHVHQoD QRV VLWHV GH UHGHV VRFLDLV FRP PDLRU
SRSXODULGDGH'XUDQWHWRGRRSHUtRGRGHVWLQDGRjFDPSDQKDHVVHVHVSDoRVIRUDP
DOLPHQWDGRV FRP FRQWH~GR GH IRUPD D PDQWHU XP IOX[R FRQWtQXR D ILP GH VHU
DFRPSDQKDGR SHORV FRQVXPLGRUHV H WDPEpP FRPR XPD IRUPD GH FRPXQLFDomR
ELGLUHFLRQDOFRPRQRFDVRGR7ZLWWHUH)DFHERRN
$ILPGHWUD]HUUHFXUVRVWHyULFRVSDUDDDQiOLVHGDFDPSDQKD&LWURsQ$LUFURVV
DSUHVHQWDPRV DOJXQV GRV IRUPDWRV UHLQYHQWDGRV QRV ~OWLPRV WHPSRV D ILP GH
VDWLVID]HUjQHFHVVLGDGHGHPDQWHUDDWHQomRFDGDYH]PDLVSXOYHUL]DGDHHQJDMDU
RFRQVXPLGRUQDVFDPSDQKDVUHDOL]DGDVQRDPELHQWHGLJLWDO'HVWDFDPRVDOJXPDV
HVWUDWpJLDV HPSUHJDGDV QDV FDPSDQKDV SXEOLFLWiULDV D VDEHU R FRQWH~GR JHUDGR
SHOR FRQVXPLGRU Do}HV HP VLWHV GH UHGHV VRFLDLV PDUNHWLQJ YLUDO HQWUHWHQLPHQWR
SXEOLFLWiULRLQWHUDWLYREUDQGHGFRQWHQWHRVMRJRVSXEOLFLWiULRV
$ DQiOLVH GDV HVWUDWpJLDV GH FRPXQLFDomR GD FDPSDQKD SDUD R ODQoDPHQWR
GR&LWURsQ$LUFURVVVHGHXDWUDYpVGDREVHUYDomRQDLQWHUQHWHGDFROHWDGHGDGRV
DFHUFD GD UHDOL]DomR GD FDPSDQKD QDV PtGLDV RQOLQH 2V UHVXOWDGRV GD DQiOLVH
DSRQWDPSDUDRVXUJLPHQWRGHQRYDVSRVVLELOLGDGHVGHH[SORUDomRHVWUDWpJLFDGDV
WHFQRORJLDVHQVHMDQGRQRYRVIRUPDWRVDERUGDJHQVSRVLFLRQDPHQWRVHOLQJXDJHQV
SXEOLFLWiULDV/DQoDGRHPDJRVWRGHRYHtFXORDWLQJLXGHVGHRVHXODQoDPHQWR
XQLGDGHVFRQVLGHUDGRXPYHUGDGHLURVXFHVVRGHYHQGDVVHJXQGRRGLUHWRU
JHUDOGD&LWURsQGR%UDVLO)UDQFHVFR$EEUX]]HVLFRQIRUPHLQIRUPDo}HVGLYXOJDGDV
HPQRWtFLDQRVLWHKWWSZZZVHJVFRPEU!DFHVVDGRHP
3DUDDOFDQoDUHVVHVUHVXOWDGRVRPRGHORFRQWRXFRPXPDFDPSDQKDQDFLRQDO
GHJUDQGHUHSHUFXVVmRQDVPtGLDVGLJLWDLV$OpPGHDo}HVQDPtGLDWUDGLFLRQDOIRUDP
FULDGRVGRLV97VSDUDWHOHYLVmRDEHUWDHDFDERDQ~QFLRVGHSiJLQDGXSODHWULSODHP
UHYLVWDVHDo}HVHVSHFtILFDVQRVSRQWRVGHYHQGDVFRQFHVVLRQiULDV
&RQVLGHUDQGRDSULRULGDGHHPODQoDUDVLPDJHQVLQpGLWDVGRFDUURQDUHGHVRFLDO
citroen aircross na rede: experiências de uma marca...
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
7ZLWWHUFRPRWDPEpPWRGRVRVGHVGREUDPHQWRVGDFDPSDQKDHPRXWURVYHtFXORV
GLJLWDLVWHPRVDFHUWH]DGDLPSRUWkQFLDGRSDSHOGHVHPSHQKDGRQDUHSHUFXVVmRGD
PHQVDJHPSHORVIRUPDWRVLQRYDGRUHVHPSUHJDGRVQRODQoDPHQWRGHVVHSURGXWR
&RP XP FRQFHLWR MRYHP DYHQWXUHLUR QmR FRQIRUPLVWD SRGHPRV REVHUYDU XPD
WUDQVSRVLomRGHVVHVYDORUHVSDUDDVHVWUDWpJLDVHPSUHJDGDVQDFDPSDQKDRXVHMD
R FRQFHLWR ´1RYDV HVFROKDV QRYRV FDPLQKRVµ IRL WDPEpP HVWHQGLGR DRV QRYRV
IRUPDWRVGHLQWHUDomRFRPRVFRQVXPLGRUHVTXHHPGLYHUVRVPRPHQWRVSDUWLFLSDUDP
DWLYDPHQWHGDFDPSDQKDFRPRSURGXWRUHVGHFRQWH~GR
5HIHUrQFLDV
)ODYL)HUUHLUD/LVERD)LOKRH)HUQDQGR3LQWR:HLEOHQ
0DUoR$EULOGH'LVSRQtYHOHPKWWSFRPSOH[LGDGHQLQJFRPSURILOHVEORJV
HQWUHYLVWDFRPPLFKHO!$FHVVRHPDEU
BBBBBB2WHPSRGDVWULERV6mR3DXOR)RUHQVH8QLYHUVLWiULD
35,02 $OH[ ,QWHUDomR PHGLDGD SRU FRPSXWDGRU FRPXQLFDomR FLEHUFXOWXUD
FRJQLomR3RUWR$OHJUH6XOLQD
5(&8(525DTXHO5HGHVVRFLDLVQDLQWHUQHW3RUWR$OHJUH6XOLQD
5,),27,6 7KHRSKLORV 35,02 $OH[ 0É;,02 0DULD (OLVD 3HUVSHFWLYDV
PHWRGROyJLFDV HP SHVTXLVDV QR ´FLEHUHVSDoRµ UHGHV VRFLDLV LGHQWLGDGH H
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