<p><br/></p><p class="ql-align-center" style="text-align: left; border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">面對(duì)汽車市場(chǎng)的深度變革和高質(zhì)量發(fā)展要求，擁抱數(shù)字經(jīng)濟(jì)，選擇、運(yùn)用好數(shù)字化營(yíng)銷服務(wù)工具，是汽車經(jīng)銷商共同的課題。</span></p><p class="ql-align-right" style="text-align: right; border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">文</span>| 小悅悅</span></p><p class="ql-align-right" style="text-align: right; border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><br/></span></p><p class="ql-align-justify" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">2021年4月23日，<span style="font-weight: 700; border: 0px;">“江蘇省汽車流通協(xié)會(huì)三屆四次常務(wù)理事會(huì)暨數(shù)字化轉(zhuǎn)型發(fā)展研討會(huì)”</span>在南京成功召開(kāi)，三屆常務(wù)理事會(huì)成員列席。本屆會(huì)議一致通過(guò)，<span style="font-weight: 700; border: 0px;">金蝶汽車網(wǎng)絡(luò)科技有限公司，擔(dān)任江蘇省汽車流通協(xié)會(huì)常務(wù)理事單位。</span>金蝶車商悅將積極履行協(xié)會(huì)所承擔(dān)的職責(zé)，助力推進(jìn)各常務(wù)理事成員單位的數(shù)字化轉(zhuǎn)型工作。</span></p><p class="ql-align-center" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; text-align: center; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><img src="https://p5.itc.cn/images01/20210427/acae76f92d004a94bfa4c5f5a34a5527.jpeg" max-width="600" picidx="1" title="點(diǎn)擊進(jìn)入看圖評(píng)論" style="border: 0px none; margin-right: auto; margin-left: auto; display: block; height: auto; box-shadow: rgb(100, 100, 100) 0px 0px 10px; cursor: pointer;"/><span class="img-desc" style="border: 0px; padding-top: 5px; color: rgb(153, 153, 153); display: block;font-size:16px">（現(xiàn)場(chǎng)圖）</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">在數(shù)字化轉(zhuǎn)型的研討會(huì)環(huán)節(jié)，前沿思想不斷碰撞，氣氛熱烈。南京大學(xué)商學(xué)院崔雪彬博士開(kāi)展了《數(shù)字經(jīng)濟(jì)基本概念和數(shù)字營(yíng)銷》專題講座，<span style="font-weight: 700; border: 0px;">金蝶汽車網(wǎng)絡(luò)科技有限公司華東區(qū)總經(jīng)理?xiàng)钣窳合壬?amp;#60;/span>則從數(shù)字產(chǎn)業(yè)化和產(chǎn)業(yè)數(shù)字化的角度，<span style="font-weight: 700; border: 0px;">分享了他對(duì)于汽車行業(yè)數(shù)字化轉(zhuǎn)型的思考與看法，以及當(dāng)前流通領(lǐng)域普遍存在的痛點(diǎn)和金蝶洞察，并介紹了金蝶車商悅助力汽車經(jīng)銷商數(shù)字化轉(zhuǎn)型實(shí)踐案例。</span></span></p><p class="ql-align-center" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; text-align: center; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><img src="https://p2.itc.cn/images01/20210427/d973ba8c34574bda869389dcaf7dba82.jpeg" max-width="600" picidx="2" title="點(diǎn)擊進(jìn)入看圖評(píng)論" style="border: 0px none; margin-right: auto; margin-left: auto; display: block; height: auto; box-shadow: rgb(100, 100, 100) 0px 0px 10px; cursor: pointer;"/></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">數(shù)字技術(shù)帶來(lái)的數(shù)字化升級(jí)正席卷整個(gè)汽車行業(yè)，絕大多數(shù)汽車經(jīng)銷商對(duì)數(shù)字化升級(jí)還存在困惑，表示無(wú)從下手。而早在2019年，金蝶就提出了一個(gè)觀點(diǎn)，企業(yè)數(shù)字化轉(zhuǎn)型之道在于實(shí)踐、技術(shù)、思維模式三個(gè)關(guān)鍵要素，它可以用一個(gè)公式連接起來(lái)：<span style="font-weight: 700; border: 0px;">Capability（業(yè)務(wù)能力）=Mindsets（思維模式）*Technology（數(shù)字化技術(shù)）*Practices（企業(yè)實(shí)踐）。</span>乘號(hào)讓每一個(gè)要素都能產(chǎn)生倍增效應(yīng)。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">金蝶車商悅，自2007年起專注為汽車行業(yè)提供數(shù)字化解決方案。截止目前，服務(wù)門店超過(guò)<span style="font-weight: 700; border: 0px;">5000家</span>，客戶遍布全國(guó)<span style="font-weight: 700; border: 0px;">27個(gè)</span>省市自治區(qū)，大中型集團(tuán)客戶超過(guò)<span style="font-weight: 700; border: 0px;">100家</span>，包括<span style="font-weight: 700; border: 0px;">中升、國(guó)機(jī)、祥龍博瑞、遠(yuǎn)通、美東</span>等頭部經(jīng)銷商集團(tuán)。一直以來(lái)，金蝶車商悅與各大汽車經(jīng)銷商保持密切的聯(lián)系，深入?yún)⑴c到門店業(yè)務(wù)和營(yíng)銷的數(shù)字化應(yīng)用中，總結(jié)歸納出汽車經(jīng)銷商在數(shù)字化發(fā)展中面臨的三大痛點(diǎn)：</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><br/></span></p><h1 style="border: 0px; font-weight: 400; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px">痛點(diǎn)一：如何實(shí)現(xiàn)多品牌集團(tuán)一體化與精細(xì)化運(yùn)營(yíng)管理？</span></h1><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">隨著汽車經(jīng)銷商集團(tuán)的擴(kuò)張，汽車品牌和營(yíng)業(yè)網(wǎng)點(diǎn)增多，<span style="font-weight: 700; border: 0px;">集團(tuán)如何統(tǒng)一管理龐大的組織體系，規(guī)范各門店、品牌的業(yè)務(wù)流程，提升經(jīng)營(yíng)效率？如何高效匯總和分析各部門的業(yè)務(wù)財(cái)務(wù)數(shù)據(jù)？如何合理進(jìn)行資源分配和數(shù)據(jù)共享？</span>這都是各個(gè)集團(tuán)擴(kuò)張后急需解決的問(wèn)題。</span></p><p class="ql-align-justify" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">金蝶車商悅的解決方案思路是圍繞<span style="font-weight: 700; border: 0px;">數(shù)據(jù)穿透、降本增效</span>和<span style="font-weight: 700; border: 0px;">提升運(yùn)營(yíng)能力</span>，打造“四個(gè)一體化”平臺(tái)。</span></p><ul style="border: 0px; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><li class="ql-align-justify" style="border: 0px;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">集團(tuán)管控一體化：</span>建立集團(tuán)統(tǒng)一的管控平臺(tái)，提升總部管理能力，形成集團(tuán)品牌效應(yīng)，降低內(nèi)控風(fēng)險(xiǎn)。</span></li><li class="ql-align-justify" style="border: 0px;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">業(yè)務(wù)運(yùn)營(yíng)一體化：</span>建立以客戶、車輛、人員為核心要素的4S店業(yè)務(wù)一體化管理系統(tǒng)，實(shí)現(xiàn)4S店經(jīng)營(yíng)信息一體化管理和有效集成。</span></li><li class="ql-align-justify" style="border: 0px;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">財(cái)務(wù)業(yè)務(wù)一體化：</span>建設(shè)統(tǒng)一的企業(yè)信息化平臺(tái)，集成和共享經(jīng)營(yíng)數(shù)據(jù)，實(shí)現(xiàn)物流、資金流、信息流等數(shù)據(jù)與財(cái)務(wù)的雙向穿透，從業(yè)務(wù)單據(jù)自動(dòng)生成財(cái)務(wù)憑證。</span></li><li class="ql-align-justify" style="border: 0px;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">線上線下一體化</span>：建立以客戶運(yùn)營(yíng)為中心的數(shù)字化服務(wù)體系，解決“獲客難、流失多、效率低”難題，實(shí)現(xiàn)高效率低成本的客戶服務(wù)。</span></li></ul><p class="ql-align-center" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; text-align: center; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span class="img-desc" style="border: 0px; padding-top: 5px; color: rgb(153, 153, 153); display: block;font-size:16px"><img src="http://www.bfao.cn/group1/M00/02/E9/rBABCmaoYE2AbKBWAAexTtE9UBE535.png" _src="http://www.bfao.cn/group1/M00/02/E9/rBABCmaoYE2AbKBWAAexTtE9UBE535.png"/></span><span class="img-desc" style="border: 0px; padding-top: 5px; color: rgb(153, 153, 153); display: block;font-size:16px"><br/></span></p><h1 style="border: 0px; font-weight: 400; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px"><br/></span></h1><h1 style="border: 0px; font-weight: 400; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px">痛點(diǎn)二：如何做好用戶運(yùn)營(yíng)？</span></h1><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">伴隨著移動(dòng)互聯(lián)網(wǎng)的成熟發(fā)展，用戶線上消費(fèi)習(xí)慣的養(yǎng)成，線上營(yíng)銷與線下服務(wù)的結(jié)合，已成為用戶運(yùn)營(yíng)的基本組合。但用戶爭(zhēng)奪日益激烈，各汽車經(jīng)銷商在營(yíng)銷上<span style="font-weight: 700; border: 0px;">面臨流量紅利消失，營(yíng)銷成本高；消費(fèi)者個(gè)性化，服務(wù)需求難以滿足；無(wú)效流量多，轉(zhuǎn)化率，客戶流失率高</span>等棘手難題。汽車經(jīng)銷商需要在獲客、運(yùn)營(yíng)、管理中獲得新的支持。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">這與“以客戶為中心”金蝶哲學(xué)不謀而合。為助力汽車經(jīng)銷商重構(gòu)數(shù)字營(yíng)銷戰(zhàn)斗力，<span style="font-weight: 700; border: 0px;">金蝶車商悅的SCRM解決方案關(guān)注用戶的全生命周期。</span>以多元化營(yíng)銷與服務(wù)為觸點(diǎn)，以數(shù)據(jù)分析為核心，以會(huì)員積分體系為支撐，以智慧營(yíng)銷與精細(xì)運(yùn)營(yíng)為目標(biāo)，打造全生命周期的綜合客戶管理平臺(tái)。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">在車主端，以微信公眾號(hào)、小程序?yàn)槿肟冢峁┍憬莘?wù)。</span>依靠微信龐大的用戶資源，鏈接門檻最低，操作成本最少，可以幫助經(jīng)銷商快速拓展?jié)摽停鰪?qiáng)?？驼承?，提升互動(dòng)體驗(yàn)。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">在員工端</span>，<span style="font-weight: 700; border: 0px;">用企業(yè)微信賦能員工。</span>借助企微直達(dá)客戶微信的獨(dú)特優(yōu)勢(shì)，提供全面的客戶管理運(yùn)營(yíng)服務(wù)，提升客戶管理效率。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px">最終，通過(guò)ERP業(yè)務(wù)系統(tǒng)與SCRM營(yíng)銷系統(tǒng)緊密對(duì)接，實(shí)現(xiàn)車主、員工、公司三端協(xié)同，從而提供精細(xì)化的客戶運(yùn)營(yíng)管理服務(wù)。</span></p><p class="ql-align-center" style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; text-align: center; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><img src="https://p2.itc.cn/images01/20210427/fa1c01f506b24b21b688d11a0b624cc2.png" max-width="600" picidx="5" title="點(diǎn)擊進(jìn)入看圖評(píng)論" style="border: 0px none; margin-right: auto; margin-left: auto; display: block; height: auto; box-shadow: rgb(100, 100, 100) 0px 0px 10px; cursor: pointer;"/><span class="img-desc" style="border: 0px; padding-top: 5px; color: rgb(153, 153, 153); display: block;font-size:16px">金蝶車商悅的SCRM解決方案：內(nèi)外協(xié)同</span></p><h1 style="border: 0px; font-weight: 400; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px"><br/></span></h1><h1 style="border: 0px; font-weight: 400; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-weight: 700; border: 0px;font-size:16px">痛點(diǎn)三：數(shù)字化營(yíng)銷經(jīng)驗(yàn)和人才缺乏</span></h1><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">“致天下之治者在人才”，人才是企業(yè)持續(xù)發(fā)展的根本，數(shù)字化人才更是企業(yè)數(shù)字化轉(zhuǎn)型的基石。</span>金蝶車商悅提出，以“敏捷創(chuàng)新工具+專業(yè)數(shù)字營(yíng)銷運(yùn)營(yíng)”賦能客戶的理念，從兩方面來(lái)解決這個(gè)問(wèn)題。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">創(chuàng)新的數(shù)字化工具和解決方案。</span>基于SCRM系統(tǒng)，建立用戶畫(huà)像、用戶分層、會(huì)員體系等基礎(chǔ)數(shù)據(jù)層；基于微信公眾號(hào)、小程序、視頻號(hào)等建立用戶觸點(diǎn)；運(yùn)用企業(yè)微信實(shí)現(xiàn)用戶管理，提供敏捷的服務(wù)。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px"><span style="font-weight: 700; border: 0px;">由專業(yè)運(yùn)營(yíng)團(tuán)隊(duì)輸出策略和服務(wù)。</span>基于汽車經(jīng)銷商私域流量，進(jìn)行集客引流到?？瓦\(yùn)營(yíng)兩大目標(biāo)的運(yùn)營(yíng)。通過(guò)線索孵化提升到店率、轉(zhuǎn)化率；制定老客粘性提高策略執(zhí)行計(jì)劃、流失客戶召回策略與執(zhí)行計(jì)劃、客服回訪流程優(yōu)化等形式，提高粘性，減少流失。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">數(shù)字化轉(zhuǎn)型過(guò)程中固有許多問(wèn)題，但必然會(huì)摸索出最優(yōu)的解決方案。用數(shù)字技術(shù)賦能汽車經(jīng)銷商，補(bǔ)充數(shù)據(jù)分析利用能力，從而提升企業(yè)整體運(yùn)營(yíng)效率，進(jìn)一步優(yōu)化消費(fèi)者的購(gòu)買和產(chǎn)品體驗(yàn)，這樣的共贏局面是共同的追求。</span></p><p style="border: 0px; margin-top: 0px; margin-bottom: 0px; padding-top: 10px; padding-bottom: 20px; overflow: hidden; color: rgb(64, 64, 64); font-family: "Microsoft Yahei", "Helvetica Neue", "Helvetica,Arial,STHeiTi,sans-serif"; white-space: normal;"><span style="font-size:16px">活動(dòng)最后，協(xié)會(huì)領(lǐng)導(dǎo)總結(jié)時(shí)也說(shuō)到：“<span style="font-weight: 700; border: 0px;">面對(duì)汽車市場(chǎng)的深度變革和高質(zhì)量發(fā)展要求，擁抱數(shù)字經(jīng)濟(jì)，選擇、運(yùn)用好數(shù)字化營(yíng)銷服務(wù)工具，是所有汽車經(jīng)銷商的共同課題</span>。”金蝶車商悅也將在數(shù)字變革中不斷自我革新，更好的助力車商車企打造以客戶為中心的服務(wù)體系，實(shí)現(xiàn)業(yè)財(cái)稅一體的數(shù)字化升級(jí)。</span></p><p><br/></p>