<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;">结束了28年的快速增长后，一路高歌猛进的中国车市进入结构性调整阶段，从2018年开始持续低位运行。作为车市晴雨表的汽车经销商最先感受到了“车市寒冬”的威力，以前有车就能赚钱，客户自己找上门来的“躺赢”时代一去不复返。据中国流通协会数据统计，2019年，仅有不到三分之一的汽车经销商能够盈利，有些地理位置较差的经销商甚至可以用“门可罗雀”来形容。</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;">虽然新车销售带来的利润逐年下降，但新车销售收入占总体收入比重仍然超过8成，是经销商的核心收入来源。在新车销售中，获客又是最重要的环节，经销商在这一领域的投入力度之大，甚至间接成就了一批汽车垂直媒体。</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;">以汽车之家和易车为代表，其经销商会员服务费已经占到了总收入的50%以上。浙江某经销商集团负责人介绍，该集团每年在汽车之家会员平台的投入就高达4000万。由此可以看出，经销商获客渠道存在明显的平台依赖性，当平台的线索量和线索质量明显下滑的时候，经销商除了抱怨之外，几乎没有招架之力，可以说是极其“被动”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;">面对竞争日益激烈的中国汽车市场，传统的粗放式经营已经不再适用于当前的环境，经销商都在积极探索转型升级之道，如何利用数字技术手段进行精细化管理，赋能营销，成为一个大家共同思考的问题。<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;">经销商要不要建立自己的营销平台？</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;">如果说主机厂的营销是提升品牌的知名度，加强车型USP认知的话，那么经销商的营销就更务实一些，目标就是为了给店端带来线索、到店直至成交。由于汽车垂直媒体上聚集了大量的潜在购车用户，经销商们不约而同地把营销重心都放在了垂直媒体上，成为购车线索的主要来源。据汽车之家统计，每年可以为经销商提供上亿条线索，平均单店的线索成交率在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;">随着线上获客成本的不断上升，经销商的营销支出越来越大，尤其是在车市不佳的情况下，带来了极大的经营压力。一个残酷的现实是：经销商没有掌握营销的主动权，没有自己的营销主战场，没有盘活大量的车主资源，有的只是不断上涨的线索成本，和越来越差的活动转化率。</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;">这样的局面该如何扭转？垂直媒体等一些互联网平台依旧是当下购车线索的主要来源。但在此基础上，<strong style="box-sizing: border-box;">经销商需要建立自己的营销阵地，积蓄自己的“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;">其实，集团或是单店的微信公众号就是一个很好与客户链接的平台。微信作为社交必备工具，拥有超过10亿的庞大用户量，几乎可以覆盖所有的车主和潜客。只要推送的内容或者活动有足够吸引力，比如提供丰富的线上自助预约服务，他就会持续关注。我们按照一家店一年卖1000台车来估算，一家经营5年的4S店就拥有5000名车主，这是一个非常庞大的精准客户群体，5000个车主有多少售后保养需求？有增值业务要办？有多少老带新、转介绍？如果能把这些客户都绑定在门店的微信平台上，就建成了一个低成本高质量的商机线索池。</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;">经销商如何利用数字技术来做营销？</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;">建立了平台，还需要一套完善的营销推广和服务工具做承载，让经销商与客户之间可以时刻保持互动，在这里我推荐车商悦的微信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;">车商悦微信CRM能为经销商提供大量的图文模板和活动工具，例如：抽奖大转盘、新车众筹、老带新推荐有礼等，创建一个活动也很容易。对于车主来说，微信CRM提供线上预约保养、维修，一键救援，保单查询，保养到期提醒、一对一顾问服务等众多功能，爱车信息尽在掌控。</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还可以支持自建商城和新车展厅，直接把线下4S搬到了线上，支持客户随时随地看车，询价，打破时间与空间的限制，极大地丰富了公众号内容。</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还具有客户分类管理功能，根据客户属性，可以分为：车主、会员、潜客、普通粉丝；根据客户消费习惯及浏览兴趣的不同，可以自定义标签，如：白领用户、价格敏感者、宝妈宝爸、单身贵族等。标签管理是进行精准内容和活动推送的基础，当客户看到的都是自己感兴趣的内容时，文章的浏览量以及活动得参与度都会大大提升。</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;">详细的营销推广计划很关键</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，经销商市场部门，还需要结合自身的情况，制定完善的营销推广计划，这是一项非常重要的工作，直接决定了能否带来好的效果。在综合分析本店的客户类型、车型级别及用户用车场景等基本要素之后，根据计划周期分为年度计划、季度计划、月度计划和周计划。<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;">这里我介绍一种计划的思路：根据全年销售的重点新车以及几个比较大的促销节点，再加上重要的节庆以及季度性的车主互动，可以画出一个全年的推广活动MAP图，并将这个作为季度计划、月底计划以及周计划的重要依据。这里我们以某家4S店来举例：</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：表中内容为虚拟数据</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;">从上面的全年MAP图，我们基本可以看出全年营销推广活动的大致节奏，每个季度每个月再根据实际情况做计划调整和细化工作。这样，整体的推广计划就非常清晰了。</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;">数据统计与分析是营销推广效果持续优化的保障</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;">做了活动后，及时复盘很关键，要不断进行推广效果的总结分析与优化。车商悦后台提供的丰富的数据统计功能，通过对粉丝总数、车主认证数、互动数等客户数据分析，直观反映推广质量高低，方便做内容的调整和优化。CRM后台还提供了每种营销工具的效果统计分析，如我们前文提到的大转盘、老带新、集客报名等，每一次活动有多少人参与，粉丝增加了多少，收获了多少用户线索，一切都以数据说话。<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;">营销是一个需要长期坚持的工作</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;">要运营好一个公众号绝非一两天的事情，需要长期持续的投入，以及各部门之间的紧密配合。一个集团或者门店的公众号从无到有，从小到大，是一个渐进的过程，我把它大致分为三个阶段：<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;">这一阶段，还没有太多粉丝，需要在销售以及售后同事的帮助下，通过引导客户使用线上自助服务功能来增加车主认证数量。比如在新车销售后，由顾问引导客户进行车主认证，教他们如何自助预约保养维修，有任何问题也可以线上寻求一对一的专属顾问支持。在完成售后服务后，也同样可以引导客户进行公众号关注和认证，直接线上支付结算，节省去收银台买单时间。还可以采用一些释放权益的推广活动，比如线上完成服务评价，可以获赠一次免费洗车等。总之，在蓄水期，要大力推广线上自助服务功能，让新老车主都关注公众号，为后续的营销推广活动提供用户基础。<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  高速增长期 </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;">随着粉丝量的提升，我们会逐步来到第二个阶段：高速增长期。这个时候，车主数量累积到一定规模，市场部门就可以通过社交裂变活动和工具，把重心从存量客户转向潜在增量客户，也是这个时候，营销开始反哺销售，为销售部门提供更多意向客户线索。</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;">例如山东远通集团，在今年十一车展时，提前设置老客户（认证车主）专属推荐链接，当客户转发给他的朋友购车后，他也会享受相应的返利礼，实现老带新的裂变。这样的机制不仅提高了老车主的认证率，也充分调动的老车主推荐的积极性。截止目前，整个远通集团的认证车主数量已经超过40万，成为集团的重要客户资产，也拉动了衍生业务的快速发展。<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  维持期 </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，当用户量达到较大规模后，增速逐步趋缓，这时我们营销团队就要要把重心放在精品内容的打造，以及线上线下活动融合上。比如推出详实有趣的用车知识讲解、高质量的汽车用品评测推荐等；也可以组织如车友会、自驾游，走进透明车间等活动，打造集团和单店的品牌效应，加强用户信任与粘性，持续保证整个公众号运营的良性发展。<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;">没有一番寒彻骨，哪有梅花扑鼻香，对于营销方法及技巧的探索无穷无尽，私域流量的建设也需要足够的时间累积，只有根据自身情况不断摸索，善于运用数据分析，才能找到最合适的推广方式。但不管采用何种方法，最重要的核心是不变的，那就是<strong style="box-sizing: border-box;">从客户的角度出发，提供他最需要、最关心的内容，辅助以定期的客户回馈作为维系，这样的运营才能长久持续</strong>。虽然有难度、有挑战，但却有价值、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;">未来汽车经销商的竞争，不在于规模、地域或者品牌，而是看谁更能“以客户为中心”，提供更高品质的服务体验，看谁更能吸引和激活自己的客户资源，建立最宽广的“护城河”。在车市寒冬的季节里，祝愿所有为中国汽车行业共同奋斗的经销商们，我们一起共度时艰，持续绽放。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br/></p></section></section>