車商如何玩轉私域流量?
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    車商如何玩轉私域流量?

    &#60;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;"&#62;&#60;section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: top; width: 50%; box-sizing: border-box;"&#62;&#60;section style="text-align: right; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;br/&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;結束了28年的快速增長后,一路高歌猛進的中國車市進入結構性調整階段,從2018年開始持續低位運行。作為車市晴雨表的汽車經銷商最先感受到了“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”時代一去不復返。據中國流通協會數據統計,2019年,僅有不到三分之一的汽車經銷商能夠盈利,有些地理位置較差的經銷商甚至可以用“門可羅雀”來形容。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;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;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;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,是經銷商的核心收入來源。在新車銷售中,獲客又是最重要的環節,經銷商在這一領域的投入力度之大,甚至間接成就了一批汽車垂直媒體。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;以汽車之家和易車為代表,其經銷商會員服務費已經占到了總收入的50%以上。浙江某經銷商集團負責人介紹,該集團每年在汽車之家會員平臺的投入就高達4000萬。由此可以看出,經銷商獲客渠道存在明顯的平臺依賴性,當平臺的線索量和線索質量明顯下滑的時候,經銷商除了抱怨之外,幾乎沒有招架之力,可以說是極其“被動”的。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;面對競爭日益激烈的中國汽車市場,傳統的粗放式經營已經不再適用于當前的環境,經銷商都在積極探索轉型升級之道,如何利用數字技術手段進行精細化管理,賦能營銷,成為一個大家共同思考的問題。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"&#62;&#60;section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"&#62;&#60;section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;01&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"&#62;&#60;section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;經銷商要不要建立自己的營銷平臺?&#60;/strong&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;如果說主機廠的營銷是提升品牌的知名度,加強車型USP認知的話,那么經銷商的營銷就更務實一些,目標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。據汽車之家統計,每年可以為經銷商提供上億條線索,平均單店的線索成交率在8%左右。&nbsp;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;隨著線上獲客成本的不斷上升,經銷商的營銷支出越來越大,尤其是在車市不佳的情況下,帶來了極大的經營壓力。一個殘酷的現實是:經銷商沒有掌握營銷的主動權,沒有自己的營銷主戰場,沒有盤活大量的車主資源,有的只是不斷上漲的線索成本,和越來越差的活動轉化率。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;這樣的局面該如何扭轉?垂直媒體等一些互聯網平臺依舊是當下購車線索的主要來源。但在此基礎上,&#60;strong style="box-sizing: border-box;"&#62;經銷商需要建立自己的營銷陣地,積蓄自己的“私域流量”&#60;/strong&#62;。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;其實,集團或是單店的微信公眾號就是一個很好與客戶鏈接的平臺。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。只要推送的內容或者活動有足夠吸引力,比如提供豐富的線上自助預約服務,他就會持續關注。我們按照一家店一年賣1000臺車來估算,一家經營5年的4S店就擁有5000名車主,這是一個非常龐大的精準客戶群體,5000個車主有多少售后保養需求?有增值業務要辦?有多少老帶新、轉介紹?如果能把這些客戶都綁定在門店的微信平臺上,就建成了一個低成本高質量的商機線索池。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"&#62;&#60;section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"&#62;&#60;section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;02&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"&#62;&#60;section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;經銷商如何利用數字技術來做營銷?&#60;/strong&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;建立了平臺,還需要一套完善的營銷推廣和服務工具做承載,讓經銷商與客戶之間可以時刻保持互動,在這里我推薦車商悅的微信CRM工具。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;車商悅微信CRM能為經銷商提供大量的圖文模板和活動工具,例如:抽獎大轉盤、新車眾籌、老帶新推薦有禮等,創建一個活動也很容易。對于車主來說,微信CRM提供線上預約保養、維修,一鍵救援,保單查詢,保養到期提醒、一對一顧問服務等眾多功能,愛車信息盡在掌控。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;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,支持客戶隨時隨地看車,詢價,打破時間與空間的限制,極大地豐富了公眾號內容。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;最硬核的是,微信CRM還具有客戶分類管理功能,根據客戶屬性,可以分為:車主、會員、潛客、普通粉絲;根據客戶消費習慣及瀏覽興趣的不同,可以自定義標簽,如:白領用戶、價格敏感者、寶媽寶爸、單身貴族等。標簽管理是進行精準內容和活動推送的基礎,當客戶看到的都是自己感興趣的內容時,文章的瀏覽量以及活動得參與度都會大大提升。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"&#62;&#60;section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"&#62;&#60;section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;03&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"&#62;&#60;section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;詳細的營銷推廣計劃很關鍵&#60;/strong&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;有了好的工具,經銷商市場部門,還需要結合自身的情況,制定完善的營銷推廣計劃,這是一項非常重要的工作,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、車型級別及用戶用車場景等基本要素之后,根據計劃周期分為年度計劃、季度計劃、月度計劃和周計劃。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;這里我介紹一種計劃的思路:根據全年銷售的重點新車以及幾個比較大的促銷節點,再加上重要的節慶以及季度性的車主互動,可以畫出一個全年的推廣活動MAP圖,并將這個作為季度計劃、月底計劃以及周計劃的重要依據。這里我們以某家4S店來舉例:&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="text-align: center; white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;span style="color: rgb(160, 160, 160); font-size: 14px; box-sizing: border-box;"&#62;注:表中內容為虛擬數據&#60;/span&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;從上面的全年MAP圖,我們基本可以看出全年營銷推廣活動的大致節奏,每個季度每個月再根據實際情況做計劃調整和細化工作。這樣,整體的推廣計劃就非常清晰了。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"&#62;&#60;section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"&#62;&#60;section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;04&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"&#62;&#60;section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;數據統計與分析是營銷推廣效果持續優化的保障&#60;/strong&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;做了活動后,及時復盤很關鍵,要不斷進行推廣效果的總結分析與優化。車商悅后臺提供的豐富的數據統計功能,通過對粉絲總數、車主認證數、互動數等客戶數據分析,直觀反映推廣質量高低,方便做內容的調整和優化。CRM后臺還提供了每種營銷工具的效果統計分析,如我們前文提到的大轉盤、老帶新、集客報名等,每一次活動有多少人參與,粉絲增加了多少,收獲了多少用戶線索,一切都以數據說話。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; white-space: normal; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"&#62;&#60;section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"&#62;&#60;section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;05&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"&#62;&#60;section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;營銷是一個需要長期堅持的工作&#60;/strong&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;要運營好一個公眾號絕非一兩天的事情,需要長期持續的投入,以及各部門之間的緊密配合。一個集團或者門店的公眾號從無到有,從小到大,是一個漸進的過程,我把它大致分為三個階段:&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;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;"&#62;&#60;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"/&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"&#62;&#60;section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;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;"&#62;&#60;section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: top; box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;/section&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;01&nbsp; 蓄水期&nbsp;&#60;/strong&#62;&#60;/span&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;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,通過引導客戶使用線上自助服務功能來增加車主認證數量。比如在新車銷售后,由顧問引導客戶進行車主認證,教他們如何自助預約保養維修,有任何問題也可以線上尋求一對一的專屬顧問支持。在完成售后服務后,也同樣可以引導客戶進行公眾號關注和認證,直接線上支付結算,節省去收銀臺買單時間。還可以采用一些釋放權益的推廣活動,比如線上完成服務評價,可以獲贈一次免費洗車等。總之,在蓄水期,要大力推廣線上自助服務功能,讓新老車主都關注公眾號,為后續的營銷推廣活動提供用戶基礎。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;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;"&#62;&#60;section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: top; box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;/section&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;02&nbsp; 高速增長期&nbsp;&#60;/strong&#62;&#60;/span&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;隨著粉絲量的提升,我們會逐步來到第二個階段:高速增長期。這個時候,車主數量累積到一定規模,市場部門就可以通過社交裂變活動和工具,把重心從存量客戶轉向潛在增量客戶,也是這個時候,營銷開始反哺銷售,為銷售部門提供更多意向客戶線索。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;例如山東遠通集團,在今年十一車展時,提前設置老客戶(認證車主)專屬推薦鏈接,當客戶轉發給他的朋友購車后,他也會享受相應的返利禮,實現老帶新的裂變。這樣的機制不僅提高了老車主的認證率,也充分調動的老車主推薦的積極性。截止目前,整個遠通集團的認證車主數量已經超過40萬,成為集團的重要客戶資產,也拉動了衍生業務的快速發展。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;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;"&#62;&#60;section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; vertical-align: top; box-sizing: border-box;"&#62;&#60;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;"&#62;&#60;/section&#62;&#60;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;"&#62;&#60;p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"&#62;&#60;strong style="box-sizing: border-box;"&#62;03&nbsp; 維持期&nbsp;&#60;/strong&#62;&#60;/span&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;最后,當用戶量達到較大規模后,增速逐步趨緩,這時我們營銷團隊就要要把重心放在精品內容的打造,以及線上線下活動融合上。比如推出詳實有趣的用車知識講解、高質量的汽車用品評測推薦等;也可以組織如車友會、自駕游,走進透明車間等活動,打造集團和單店的品牌效應,加強用戶信任與粘性,持續保證整個公眾號運營的良性發展。&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;/p&#62;&#60;/section&#62;&#60;section style="margin-top: 10px; margin-bottom: 10px; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;section style="display: inline-block; box-sizing: border-box;"&#62;&#60;section style="box-sizing: border-box;"&#62;&#60;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;"&#62; &#60;/span&#62;&#60;span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"&#62; &#60;/span&#62;&#60;/section&#62;&#60;section style="clear: both; box-sizing: border-box;"&#62;&#60;/section&#62;&#60;section style="margin-top: 3px; box-sizing: border-box;"&#62;&#60;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;"&#62; &#60;/span&#62;&#60;span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"&#62; &#60;/span&#62; &#60;/section&#62;&#60;section style="clear: both; box-sizing: border-box;"&#62;&#60;/section&#62;&#60;/section&#62;&#60;/section&#62;&#60;section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;沒有一番寒徹骨,哪有梅花撲鼻香,對于營銷方法及技巧的探索無窮無盡,私域流量的建設也需要足夠的時間累積,只有根據自身情況不斷摸索,善于運用數據分析,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&#60;strong style="box-sizing: border-box;"&#62;從客戶的角度出發,提供他最需要、最關心的內容,輔助以定期的客戶回饋作為維系,這樣的運營才能長久持續&#60;/strong&#62;。雖然有難度、有挑戰,但卻有價值、有必要。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br style="box-sizing: border-box;"/&#62;&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;未來汽車經銷商的競爭,不在于規模、地域或者品牌,而是看誰更能“以客戶為中心”,提供更高品質的服務體驗,看誰更能吸引和激活自己的客戶資源,建立最寬廣的“護城河”。在車市寒冬的季節里,祝愿所有為中國汽車行業共同奮斗的經銷商們,我們一起共度時艱,持續綻放。&#60;/p&#62;&#60;p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"&#62;&#60;br/&#62;&#60;/p&#62;&#60;/section&#62;&#60;/section&#62;

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