一汽—大众客户忠诚度管理策略研究

发布时间：2018-01-16 09:34

本文关键词：一汽—大众客户忠诚度管理策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的不断发展,汽车行业也飞速发展,近年的产销规模已超2000万量,居全球首位。与此同时,汽车行业竞争激烈,产品趋于同质化,营销需更加精益化。一汽-大众是国内最早的合资企业之一,从第一辆捷达下线开始,产品阵营不断丰富,如今大众品牌已拥有七大车型,产品品牌和客户口碑在市场上极具竞争力。随着越来越多的厂商和产品进入中国市场,国内消费者越来越成熟,并逐渐进入增换购周期,市场模式越来越接近欧美,产品销售竞争已白热化,利润越来越依赖汽车后市场的开发。经过25年的发展和积累,一汽-大众大众品牌客户基盘量在国内汽车业处于领先地位,但客户价值开发仍有很大提升空间。大众品牌拥有超过900万保有客户,但客户资源的经营管理,较电商等新兴行业相对粗放,面对日益开放的汽车后市场,客户流失已超过半数,厂商及经销商的售后盈利面临挑战。在此形势下,大众品牌需要加强客户生命周期管理,积极开发客户终身价值,采取多种手段促进客户返厂维修保养,并促进客户增换购,主动进行口碑传播。汽车行业是典型的B2B2C行业,且低频消费。针对行业特点,诊断企业存在的问题,主要是庞大的客户数据没有进行有效的分析应用,企业缺乏有效的客户互动平台,采取有针对性的互动营销行动。通过研究相关的文献资料和相关数字化技术手段,对同行业其他厂家以及其他行业优秀案例进行研究分析,研究其客户体验管理以及客户权益设计等方面成功的经验。调研客户和经销商诉求,进行综合分析,设计各业务场景管理客户触点。通过打造客户忠诚度计划,来整合客户资源,进行客户维系和价值开发。客户忠诚度计划是有效的解决手段。根据客户诉求,设计会员制体系,通过积分与会员权益,进行异业合作,从客户生命周期角度通盘考虑,开展保有客户的整合营销,增强客户粘性,延长客户生命周期,开发客户终身价值。同时需要有效的数据管理互相支撑。以客户洞察为目标,打通各链条客户数据进行整合,分析客户数据,通过建立数学模型进行客户行为预测,指导策划营销行动。通过数据平台指导客户营销行动,客户营销行动数据反馈给数据平台,完善数据平台,形成良好的循环。通过打造客户忠诚度计划,并根据汽车这一低频消费行业的客户消费特点,进行针对性设计优化,进行客户生命周期管理,对于传统汽车行业的客户经营具有指导意义。
[Abstract]:With the continuous development of China's economy, the automobile industry has also developed rapidly. In recent years, the scale of production and sales has exceeded 20 million, ranking the first in the world. At the same time, the competition in the automotive industry is fierce, and the products tend to be homogenized. Marketing needs to be more lean. FAW-VW is one of the earliest joint ventures in the country, from the first Jetta off line, the product camp has been enriched, now VW brand has seven models. As more and more manufacturers and products enter the Chinese market, domestic consumers become more and more mature, and gradually enter the cycle of increasing purchase. Market model is closer and closer to Europe and the United States, product sales competition has become more and more intense, profit is more and more dependent on the development of the automotive market. After 25 years of development and accumulation. FAW-VW VW brand customer base volume in the domestic automotive industry is leading, but there is still a lot of room for customer value development. VW brand has more than 9 million customers. However, the management of customer resources is relatively extensive than e-commerce and other emerging industries. In the face of the increasingly open car market, the loss of customers has been more than half, and the after-sales profits of manufacturers and dealers are facing challenges. Public brand needs to strengthen customer life cycle management, actively develop customer lifetime value, take a variety of means to promote customer repair and maintenance, and promote customer purchase. The automobile industry is a typical B2B 2C industry, and low frequency consumption. According to the characteristics of the industry, diagnose the problems of enterprises, mainly because the huge customer data have not been effectively analyzed and applied. Enterprises lack an effective customer interaction platform, take targeted interactive marketing actions. Through the study of relevant literature and related digital technology means. Research and analysis of other manufacturers in the same industry and excellent cases of other industries, research its customer experience management and customer rights and interests design successful experience. Investigate the demands of customers and dealers, and conduct a comprehensive analysis. Design various business scenarios to manage customer contact. Integrate customer resources, customer maintenance and value development by creating customer loyalty plan. Customer loyalty plan is an effective solution. According to customer demand. Design membership system, through points and members' rights and interests, different business cooperation, from the customer life cycle perspective, to carry out integrated marketing to maintain customers, enhance customer stickiness, extend customer life cycle. Develop customer lifetime value. At the same time, need effective data management to support each other. Take customer insight as the goal, open the chain of customer data integration, analyze customer data. Through the establishment of mathematical models to predict customer behavior, guide the planning of marketing actions. Through the data platform to guide customer marketing actions, customer marketing action data feedback to the data platform, improve the data platform. Form a good cycle. Through creating customer loyalty plan and according to the customer consumption characteristics of this low-frequency consumer industry, targeted design optimization, customer life cycle management. For the traditional automobile industry customer management has a guiding significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

【相似文献】