| After entering the new consumption era,the consumption pattern of the automobile industry has the characteristics of interaction,individuation,customization,customization,sharing and sharing.Under the support of the new technology,the consumer has formed a new consumption ecology,and the automobile industry itself has experienced profound ecological changes.On the one hand,the automobile manufacturing industry is constantly in the interior of the industry.The application of new technology has increased the competition in the industry.On the other hand,Internet companies and other cross-border competitors began to enter the automotive manufacturing industry,which exacerbated the degree of competition.For the traditional automobile manufacturers,the existing model of offline sales and service has not focused on the change of demand,the maintenance cost of the dealer system is high,and the after-sales service can not satisfy the users.This study will take the automobile manufacturer A as a typical case to explore the strategy adjustment made by the automobile manufacturer in the face of the industry transformation and upgrading,namely,the innovation of the sales and service model-the linkage of the offline service line,in order to adapt to the change of consumer habits in the new era.In this study,under the background of "new consumption,new technology and new ecology",automobile manufacturers should try to integrate the offline part of traditional sales and service and make full use of the online technical resources,and reconstruct the auto system on five dimensions,such as online channel,offline channel,large data platform,full brand content,and change operation and driving drive.Business marketing system.On the line channel,building a virtual reality customer service system,fully and effectively scheduling the online and offline resources to improve the efficiency of customer experience.In the line of channels,change the current practice of 4S store compulsory marketing and change into a diversified channel contact point so that consumers can understand product information in a relaxed and comfortable environment.Purchase decision,increase the connection between consumers and auto manufacturers,improve consumers’ experience of buying and accepting services.In system tools,we build multi-dimensional information and large data platform in the background,and can analyze the user’s data and information quickly and effectively,and fully perceive consumer’s consumption experience.According to the characteristics of the consumer,establish a precise sales plan and service plan;content,to create a young,brand IP,product content,the integration of dealer sales force,improve the ability of dealers to attract,activate,transform,maintain the user,constantly improve customer stickiness,brand attraction and so on;operation party On the other hand,in order to ensure the new sales and service mode to be implemented,the operation efficiency of enterprises and sales channels can be improved,the role of each employee and each salesman can be fully played,and the operation cost of the marketing link can also be reduced.The new sales and service mode full distribution line and offline resources provide users with rich content,high quality and high price service,forming a new sales and service system,in order to cater for the change of consumer consumption habits. |
