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<section style="font-size: 15px; letter-spacing: 2px; line-height: 1.8; padding-right: 5px; padding-left: 5px; color: rgb(51, 51, 51); box-sizing: border-box; text-align: justify;"><section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; width: 50%; box-sizing: border-box;"><section style="text-align: right; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><br/></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">結(jié)束了28年的快速增長后，一路高歌猛進(jìn)的中國車市進(jìn)入結(jié)構(gòu)性調(diào)整階段，從2018年開始持續(xù)低位運(yùn)行。作為車市晴雨表的汽車經(jīng)銷商最先感受到了“車市寒冬”的威力，以前有車就能賺錢，客戶自己找上門來的“躺贏”時(shí)代一去不復(fù)返。據(jù)中國流通協(xié)會(huì)數(shù)據(jù)統(tǒng)計(jì)，2019年，僅有不到三分之一的汽車經(jīng)銷商能夠盈利，有些地理位置較差的經(jīng)銷商甚至可以用“門可羅雀”來形容。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-color: rgb(185, 209, 243); border-width: 0px; border-radius: 0px; border-style: none; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/3a37e407c712bb2b7fa0ff7b06ae3d31-sz_17905.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">雖然新車銷售帶來的利潤逐年下降，但新車銷售收入占總體收入比重仍然超過8成，是經(jīng)銷商的核心收入來源。在新車銷售中，獲客又是最重要的環(huán)節(jié)，經(jīng)銷商在這一領(lǐng)域的投入力度之大，甚至間接成就了一批汽車垂直媒體。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">以汽車之家和易車為代表，其經(jīng)銷商會(huì)員服務(wù)費(fèi)已經(jīng)占到了總收入的50%以上。浙江某經(jīng)銷商集團(tuán)負(fù)責(zé)人介紹，該集團(tuán)每年在汽車之家會(huì)員平臺(tái)的投入就高達(dá)4000萬。由此可以看出，經(jīng)銷商獲客渠道存在明顯的平臺(tái)依賴性，當(dāng)平臺(tái)的線索量和線索質(zhì)量明顯下滑的時(shí)候，經(jīng)銷商除了抱怨之外，幾乎沒有招架之力，可以說是極其“被動(dòng)”的。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">面對(duì)競爭日益激烈的中國汽車市場，傳統(tǒng)的粗放式經(jīng)營已經(jīng)不再適用于當(dāng)前的環(huán)境，經(jīng)銷商都在積極探索轉(zhuǎn)型升級(jí)之道，如何利用數(shù)字技術(shù)手段進(jìn)行精細(xì)化管理，賦能營銷，成為一個(gè)大家共同思考的問題。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">01</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">經(jīng)銷商要不要建立自己的營銷平臺(tái)？</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">如果說主機(jī)廠的營銷是提升品牌的知名度，加強(qiáng)車型USP認(rèn)知的話，那么經(jīng)銷商的營銷就更務(wù)實(shí)一些，目標(biāo)就是為了給店端帶來線索、到店直至成交。由于汽車垂直媒體上聚集了大量的潛在購車用戶，經(jīng)銷商們不約而同地把營銷重心都放在了垂直媒體上，成為購車線索的主要來源。據(jù)汽車之家統(tǒng)計(jì)，每年可以為經(jīng)銷商提供上億條線索，平均單店的線索成交率在8%左右。 <br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">隨著線上獲客成本的不斷上升，經(jīng)銷商的營銷支出越來越大，尤其是在車市不佳的情況下，帶來了極大的經(jīng)營壓力。一個(gè)殘酷的現(xiàn)實(shí)是：經(jīng)銷商沒有掌握營銷的主動(dòng)權(quán)，沒有自己的營銷主戰(zhàn)場，沒有盤活大量的車主資源，有的只是不斷上漲的線索成本，和越來越差的活動(dòng)轉(zhuǎn)化率。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這樣的局面該如何扭轉(zhuǎn)？垂直媒體等一些互聯(lián)網(wǎng)平臺(tái)依舊是當(dāng)下購車線索的主要來源。但在此基礎(chǔ)上，<strong style="box-sizing: border-box;">經(jīng)銷商需要建立自己的營銷陣地，積蓄自己的“私域流量”</strong>。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" data-ratio="0.5333333" data-w="1080" src="https://img.xiumi.us/xmi/ua/25Cws/i/76f13e98a7caadd1415e2f6b8a82fc82-sz_394222.jpg?x-oss-process=style/xmorient"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">其實(shí)，集團(tuán)或是單店的微信公眾號(hào)就是一個(gè)很好與客戶鏈接的平臺(tái)。微信作為社交必備工具，擁有超過10億的龐大用戶量，幾乎可以覆蓋所有的車主和潛客。只要推送的內(nèi)容或者活動(dòng)有足夠吸引力，比如提供豐富的線上自助預(yù)約服務(wù)，他就會(huì)持續(xù)關(guān)注。我們按照一家店一年賣1000臺(tái)車來估算，一家經(jīng)營5年的4S店就擁有5000名車主，這是一個(gè)非常龐大的精準(zhǔn)客戶群體，5000個(gè)車主有多少售后保養(yǎng)需求？有增值業(yè)務(wù)要辦？有多少老帶新、轉(zhuǎn)介紹？如果能把這些客戶都綁定在門店的微信平臺(tái)上，就建成了一個(gè)低成本高質(zhì)量的商機(jī)線索池。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">02</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">經(jīng)銷商如何利用數(shù)字技術(shù)來做營銷？</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">建立了平臺(tái)，還需要一套完善的營銷推廣和服務(wù)工具做承載，讓經(jīng)銷商與客戶之間可以時(shí)刻保持互動(dòng)，在這里我推薦車商悅的微信CRM工具。<br style="box-sizing: border-box;"/></p></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/19f71bc35794d201e10679e51b301b94-sz_73793.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">車商悅微信CRM能為經(jīng)銷商提供大量的圖文模板和活動(dòng)工具，例如：抽獎(jiǎng)大轉(zhuǎn)盤、新車眾籌、老帶新推薦有禮等，創(chuàng)建一個(gè)活動(dòng)也很容易。對(duì)于車主來說，微信CRM提供線上預(yù)約保養(yǎng)、維修，一鍵救援，保單查詢，保養(yǎng)到期提醒、一對(duì)一顧問服務(wù)等眾多功能，愛車信息盡在掌控。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">此外，微信CRM還可以支持自建商城和新車展廳，直接把線下4S搬到了線上，支持客戶隨時(shí)隨地看車，詢價(jià)，打破時(shí)間與空間的限制，極大地豐富了公眾號(hào)內(nèi)容。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">最硬核的是，微信CRM還具有客戶分類管理功能，根據(jù)客戶屬性，可以分為：車主、會(huì)員、潛客、普通粉絲；根據(jù)客戶消費(fèi)習(xí)慣及瀏覽興趣的不同，可以自定義標(biāo)簽，如：白領(lǐng)用戶、價(jià)格敏感者、寶媽寶爸、單身貴族等。標(biāo)簽管理是進(jìn)行精準(zhǔn)內(nèi)容和活動(dòng)推送的基礎(chǔ)，當(dāng)客戶看到的都是自己感興趣的內(nèi)容時(shí)，文章的瀏覽量以及活動(dòng)得參與度都會(huì)大大提升。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">03</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">詳細(xì)的營銷推廣計(jì)劃很關(guān)鍵</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">有了好的工具，經(jīng)銷商市場部門，還需要結(jié)合自身的情況，制定完善的營銷推廣計(jì)劃，這是一項(xiàng)非常重要的工作，直接決定了能否帶來好的效果。在綜合分析本店的客戶類型、車型級(jí)別及用戶用車場景等基本要素之后，根據(jù)計(jì)劃周期分為年度計(jì)劃、季度計(jì)劃、月度計(jì)劃和周計(jì)劃。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這里我介紹一種計(jì)劃的思路：根據(jù)全年銷售的重點(diǎn)新車以及幾個(gè)比較大的促銷節(jié)點(diǎn)，再加上重要的節(jié)慶以及季度性的車主互動(dòng)，可以畫出一個(gè)全年的推廣活動(dòng)MAP圖，并將這個(gè)作為季度計(jì)劃、月底計(jì)劃以及周計(jì)劃的重要依據(jù)。這里我們以某家4S店來舉例：</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/409d8b4dbf5fcd039f22833d07b23c9a-sz_41430.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="text-align: center; white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="color: rgb(160, 160, 160); font-size: 14px; box-sizing: border-box;">注：表中內(nèi)容為虛擬數(shù)據(jù)</span></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">從上面的全年MAP圖，我們基本可以看出全年?duì)I銷推廣活動(dòng)的大致節(jié)奏，每個(gè)季度每個(gè)月再根據(jù)實(shí)際情況做計(jì)劃調(diào)整和細(xì)化工作。這樣，整體的推廣計(jì)劃就非常清晰了。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">04</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">數(shù)據(jù)統(tǒng)計(jì)與分析是營銷推廣效果持續(xù)優(yōu)化的保障</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">做了活動(dòng)后，及時(shí)復(fù)盤很關(guān)鍵，要不斷進(jìn)行推廣效果的總結(jié)分析與優(yōu)化。車商悅后臺(tái)提供的豐富的數(shù)據(jù)統(tǒng)計(jì)功能，通過對(duì)粉絲總數(shù)、車主認(rèn)證數(shù)、互動(dòng)數(shù)等客戶數(shù)據(jù)分析，直觀反映推廣質(zhì)量高低，方便做內(nèi)容的調(diào)整和優(yōu)化。CRM后臺(tái)還提供了每種營銷工具的效果統(tǒng)計(jì)分析，如我們前文提到的大轉(zhuǎn)盤、老帶新、集客報(bào)名等，每一次活動(dòng)有多少人參與，粉絲增加了多少，收獲了多少用戶線索，一切都以數(shù)據(jù)說話。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/3ad0c943c6721398f3c9293d0d998dad-sz_229534.png"/></section></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/4cf6cdfc6a246d407a607553d3410a66-sz_81161.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="margin-top: 0px; margin-bottom: 0px; white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">05</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">營銷是一個(gè)需要長期堅(jiān)持的工作</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">要運(yùn)營好一個(gè)公眾號(hào)絕非一兩天的事情，需要長期持續(xù)的投入，以及各部門之間的緊密配合。一個(gè)集團(tuán)或者門店的公眾號(hào)從無到有，從小到大，是一個(gè)漸進(jìn)的過程，我把它大致分為三個(gè)階段：<br style="box-sizing: border-box;"/></p></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-shadow: rgb(0, 0, 0) 0px 0px 0px; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/cf3f8f98b7899e8b1b97ed24d52dba2b-sz_402426.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">01  蓄水期 </strong></span></p></section></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這一階段，還沒有太多粉絲，需要在銷售以及售后同事的幫助下，通過引導(dǎo)客戶使用線上自助服務(wù)功能來增加車主認(rèn)證數(shù)量。比如在新車銷售后，由顧問引導(dǎo)客戶進(jìn)行車主認(rèn)證，教他們?nèi)绾巫灾A(yù)約保養(yǎng)維修，有任何問題也可以線上尋求一對(duì)一的專屬顧問支持。在完成售后服務(wù)后，也同樣可以引導(dǎo)客戶進(jìn)行公眾號(hào)關(guān)注和認(rèn)證，直接線上支付結(jié)算，節(jié)省去收銀臺(tái)買單時(shí)間。還可以采用一些釋放權(quán)益的推廣活動(dòng)，比如線上完成服務(wù)評(píng)價(jià)，可以獲贈(zèng)一次免費(fèi)洗車等?？傊?，在蓄水期，要大力推廣線上自助服務(wù)功能，讓新老車主都關(guān)注公眾號(hào)，為后續(xù)的營銷推廣活動(dòng)提供用戶基礎(chǔ)。<br style="box-sizing: border-box;"/></p></section><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">02  高速增長期 </strong></span></p></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">隨著粉絲量的提升，我們會(huì)逐步來到第二個(gè)階段：高速增長期。這個(gè)時(shí)候，車主數(shù)量累積到一定規(guī)模，市場部門就可以通過社交裂變活動(dòng)和工具，把重心從存量客戶轉(zhuǎn)向潛在增量客戶，也是這個(gè)時(shí)候，營銷開始反哺銷售，為銷售部門提供更多意向客戶線索。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">例如山東遠(yuǎn)通集團(tuán)，在今年十一車展時(shí)，提前設(shè)置老客戶（認(rèn)證車主）專屬推薦鏈接，當(dāng)客戶轉(zhuǎn)發(fā)給他的朋友購車后，他也會(huì)享受相應(yīng)的返利禮，實(shí)現(xiàn)老帶新的裂變。這樣的機(jī)制不僅提高了老車主的認(rèn)證率，也充分調(diào)動(dòng)的老車主推薦的積極性。截止目前，整個(gè)遠(yuǎn)通集團(tuán)的認(rèn)證車主數(shù)量已經(jīng)超過40萬，成為集團(tuán)的重要客戶資產(chǎn)，也拉動(dòng)了衍生業(yè)務(wù)的快速發(fā)展。<br style="box-sizing: border-box;"/></p></section><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">03  維持期 </strong></span></p></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">最后，當(dāng)用戶量達(dá)到較大規(guī)模后，增速逐步趨緩，這時(shí)我們營銷團(tuán)隊(duì)就要要把重心放在精品內(nèi)容的打造，以及線上線下活動(dòng)融合上。比如推出詳實(shí)有趣的用車知識(shí)講解、高質(zhì)量的汽車用品評(píng)測推薦等；也可以組織如車友會(huì)、自駕游，走進(jìn)透明車間等活動(dòng)，打造集團(tuán)和單店的品牌效應(yīng)，加強(qiáng)用戶信任與粘性，持續(xù)保證整個(gè)公眾號(hào)運(yùn)營的良性發(fā)展。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="margin-top: 10px; margin-bottom: 10px; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; box-sizing: border-box;"><section style="box-sizing: border-box;"><span style="margin-right: 3px; width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span><span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span></section><section style="clear: both; box-sizing: border-box;"></section><section style="margin-top: 3px; box-sizing: border-box;"><span style="margin-right: 3px; width: 0.375em; height: 0.375em; border-radius: 50%; border: 1px solid rgb(95, 156, 239); float: left; box-sizing: border-box;"> </span><span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span> </section><section style="clear: both; box-sizing: border-box;"></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">沒有一番寒徹骨，哪有梅花撲鼻香，對(duì)于營銷方法及技巧的探索無窮無盡，私域流量的建設(shè)也需要足夠的時(shí)間累積，只有根據(jù)自身情況不斷摸索，善于運(yùn)用數(shù)據(jù)分析，才能找到最合適的推廣方式。但不管采用何種方法，最重要的核心是不變的，那就是<strong style="box-sizing: border-box;">從客戶的角度出發(fā)，提供他最需要、最關(guān)心的內(nèi)容，輔助以定期的客戶回饋?zhàn)鳛榫S系，這樣的運(yùn)營才能長久持續(xù)</strong>。雖然有難度、有挑戰(zhàn)，但卻有價(jià)值、有必要。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">未來汽車經(jīng)銷商的競爭，不在于規(guī)模、地域或者品牌，而是看誰更能“以客戶為中心”，提供更高品質(zhì)的服務(wù)體驗(yàn)，看誰更能吸引和激活自己的客戶資源，建立最寬廣的“護(hù)城河”。在車市寒冬的季節(jié)里，祝愿所有為中國汽車行業(yè)共同奮斗的經(jīng)銷商們，我們一起共度時(shí)艱，持續(xù)綻放。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br/></p></section></section>