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汽車金融是汽車電商的突破口

作者:admin 來源:未知 日期:2014/8/14 8:50:45 人氣: 標簽:
導讀:原文地址:http://auto.sina.com.cn/news/2014-08-01/09241314896.shtml有人說“80后是互聯網的移民,那90后就是互聯網的原住民”,這個群體迅速崛起為新的網絡消…
原文地址:

玖富彩票开户YOURENSHUO“80HOUSHIHULIANWANGDEYIMIN,NEI90HOUJIUSHIHULIANWANGDEYUANZHUMIN”,ZHEGEQUNTIXUNSUJUEQIWEIXINDEWANGLUOXIAOFEIZHUTI。CONG2012NIANDE“SHUANG11”TAOBAOTIANMAODE191YI,DAO2013NIAN“SHUANG11”DE350YIYUAN,DIANZISHANGWUGAOXIAODEJIESUAN,YUELAIYUEKUAIDEWULIU,DEDEQUEQUEJINGDONGLEGEXINGGEYEDEXIN;“SANMATONGCAO”JIEMENGMAIBAOXIAN,XIANQILEHULIANWANGJINRONGDEXUMU;2013NIAN6YUE13RITUICHUDEYUEBAO,DAO2013NIAN9YUE5RIGUIMOJIN500YI,DAO2014NIAN2YUEDI,GUIMOCHAO5000YI,CHENGWEIGUIMOZUIDADEGONGMUJIJIN;WEIXINZHIFU、P2PJIEDAI……ZHEYIQIEDEYIQIEDOUBIAOMINGDIANZISHANGWUYIJINGRONGRULEWOMENDESHENGHUO,HULIANWANGJINRONGKAISHIRUHUORUTU。

  WANDAJITUANKAISHIZUODIANSHANGLE,PINGANJITUANKAISHIZUODIANSHANGLE,GEDAYINXINGKAISHIZUODIANSHANGLE,DIANSHANGYEXUYIJINGSHIYIPIANHONGHAILE,DANRUQIUTUKUNJINGYIBAN,DAJIADOUNAZHUJIGUANQIANGDESHIHOU,NIBUNENGHUANZHINAZHUBADAO,DIANSHANGJISHISHIYIPIANHONGHAIGEDAQICHECHANGSHANGYEWEIYOUXUANZEGENJIN,YINWEIDIANSHANGJIANGCHENGWEISUOYOUXINGYEDEBIAOPEI。

  近兩年汽車電子商務不太成功的最大原因是,汽車是個大件,不能簡單地依靠物流,必然要依靠線下的4S店。這讓線上與線下價格陷入一個怪圈:

  RUGUOBUDINGJIA,HUOZHEZHISHISHEDINGCANKAOJIA,QIDAODEJINJINSHIDAOGOUZUOYONG,CHENGJIAOLVHENDI。KEHUSHANGWANGBENLAIJIUSHIXIANGXUNZHAOTOUMINGYOUHUIDEJIAGE,ZHEZHONGDINGCANKAOJIADEFANGSHIKEYISHUOSHIBUFUZERENDEBIAOXIAN。

  RUGUODINGJIAGUOGAO,NEIJIHUSHIMEIYOUYONGDE,KEHUWANQUANMEIYOUDONGLIWANGSHANGXIADAN,JISHICHENGJIAOLE,YEBUNENGXINGCHENGLIANGHAOKOUBEI。

  RUGUODINGJIAGUODI,NEIMEJIUHUIRAOLUANXIANYOUDEXIAOSHOUQUDAOWANGLUO,ZHEYESHIJINGXIAOSHANGJITUANDIZHIDIANZISHANGWUDEYUANYIN,ZAIMEIYOUZIJIANCANGKUPEISONGQUDAODEQINGKUANGXIA,QICHECHANGSHANGHUANSHIXUYAOYIKAOXIANYOUDEQUDAO。

  如何既不打破現有的銷售渠道,又能夠讓客戶在網上形成較為確定的購買意向?突破口是借用車貸(汽車金融)。由于接受貸款購車的人員與網購的人員具有高度的重合性,現在很多客戶,尤其是對于85后的客戶,已經把能否貸款作為決定其購車的一個先決條件。如果能夠將貸款申請放在客戶進店之前,那么對于申請了貸款額度的客戶,其購買意向將有效轉化為購買動力。這個將是汽車電子商務的突破口——不打破現有的銷售渠道,不影響現有的價格體系。

  美國已經有了這種專門做貸款申請的網站。所以第一階段,廠家的電商網站可以專注于做汽車金融,包括汽車貸款的預授信,汽車保險的在線購買,而這個事情要交給自己品牌或者集團的汽車金融公司來負責。玖富彩票开户將預訂信息推送給經銷商,或者將經銷商信息推送給客戶,但不干涉客戶選擇哪家店,不干涉經銷商的成交過程、成交價。第一階段的定位是做各品牌廠商的工具,既可以是促銷的工具,也可以是營銷上的工具。同時也是經銷商客戶引流工具。

  首先不妨分析下潛在的客戶決策流程,網絡上查看汽車信息的無外乎以下7個類別:

玖富彩票开户  DIYILEISHIQIANZAIGOUCHEZHE,SHANGWANGKANCHEWUFEISHIZENGJIADUICHEDELEJIE,GUANGSHOUGELEIQICHEGUANGGAODEHONGZHA、XIYIN;

  DIERLEISHIYOUGOUCHEDONGJI,DUIYUPINPAICUNZAIBUQUEDING,YITUZAIWANGSHANGHUODEGENGDUOXINXI;

玖富彩票开户  DISANLEISHIDUIYUPINPAIYIJINGQUEDING,YITUTONGGUOWANGLUOXUNZHAOZUIHESHIDECHEXING,JINGXIAOSHANG;

  DISILEISHIDUIYUPINPAI、CHEXINGJIBENQUEDING,YEYIJINGPAOGUO4SDIAN,YITUTONGGUOWANGLUOXUNQIUGENGDIDEJIAGE,GENGHAODEFUWU。

玖富彩票开户  DIWULEISHIDUIYUPINPAI、CHEXINGYIJINGQUEDING,PAOGUOSHUJIA4SDIAN,YITUTONGGUOWANGLUOXUNQIUGENGDIDEJIAGE,ERQIEDASUANTONGGUOCHEDAIDEFANGFAJINXINGGOUCHE。

玖富彩票开户  DILIULEISHICHEYIJINGJUEDINGGOUMAI,XIANZAITONGGUOWANGLUOSHITUXUANZEHESHIDEBAOXIANGONGSI。

  DIQILEISHIDUIYUPINPAI、CHEXINGYIJINGQUEDING,SHITUTONGGUOWANGLUOXUNQIUZHENGTIDEGOUCHEJIEJUEFANGAN。

玖富彩票开户  ZHEQILEIKEHUJIBENSHANGSHICHENGXIANRUTONGLOUDOUYIBANDECONGDALIANGDEQIANZAIKEHUYIDIANYIDIANWANGXIALIUTANG,RUGUOBUYIFUYUQICHE,DANDUDECONGCHEDAIHEBAOXIANRUSHOU,JIUBUNENGJIANLIYIGEYOUXIAODELOUDOU,YINWEIZHINENGMIANDUIDIWULEI、DILIULEIKEHU,ERZHELIANGCENGDEKEHUYOUYUMEIYOUSHITICHEDEYOUXIAOGUANLIAN,XUANZEQICHEJINRONGGONGSICHEDAIYESHIHENNANDE。YINCITONGGUOQICHEPINPAIGUANFANGWANGZHAN、CHUIZHIWANGZHANDENGSANFANGDEDAOLIUXIANDEJIWEIZHONGYAO,RANGTAMENZUOWEIQICHEJINRONGGONGSICHEDAIWANGZHANDEQIANDUAN,JUTIDECAOZUOLIUCHENGRUXIA:

玖富彩票开户  (1)JIANLIYIGESHENQINGRUKOU,GAIJIEMIANKEYIJIDUJIANJIE,XIANSHIDAIKUANLIUCHENG。LIULIANGDEDAORUZHUYAOTONGGUOGEPINPAIDEGUANFANGWANGZHAN,ZHIJIA、SOUHU、TAIPINGYANG、TIANMAODENGQICHELEIWANGZHAN,YEKEYITONGGUODAIKUANPINGTAIWANGZHANLAISHIXIAN。KEHUXUANZEYIXIANGPINPAI、YIXIANGCHEXING、DAIKUANNIANXIAN,JIHUADAIKUANJINE,WANGZHANGENJUZUIXINDECUXIAOHUODONGXIANSHIHUANKUANYUPAI,XIANSHIKEHUSHIJICHENGDANDELIXI(QICHEJINRONGGONGSICANYUCHANGJIADETIEXIHUODONGXIANGBIYUFEIPINGTAIDEYINXINGJIANGXIANSHIJIDADELILVYOUSHI)。

  (2)KEHUTIANXIEJIBENXINXI,SHANGCHUANZILIAODESAOMIAOJIANHUOZHAOPIAN。XITONGPANDUANKEHUSUOXUYAOTIGONGDEZILIAO,JINRUZILIAOSHANGCHUANJIEMIAN,ZUIZHONGYAODEZILIAOSHIHUODEKEHUDEZHENGXINCHAXUNSHOUQUANSHU。

玖富彩票开户  (3)SUOSHANGCHUANDEZILIAOJINRUQICHEJINRONGGONGSIYEWUXITONG,JINXINGZHENGCHANGDEDIANDIAO、PINGSHENHUANJIE

  (4)DUANXINTONGZHIKEHUSHOUXINQINGKUANG,BUGUANDUIYUSHIFOUDACHENGDEKEHUDOUKEYITUIJIANQUDIANLIMAICHE。GEIYUKEHUYIGETEDINGDEBIANHAOHUOERWEIMA。

  (5)DUIYUGEIYUSHOUXINEDUDEKEHUXINXI,TUISONGGEIJINGXIAOSHANGDEXINDAIZHUANYUAN。

  (6)JINGXIAOSHANGGENJUKEHUBIANHAOSHENHEZHIZHIBANCAILIAOYUXITONGZHONGCAILIAODEYIZHIXING,DUIYUYIZHIXINGGEIYUQUEDING。

  (7)HOUXULIUCHENGYUCHUANTONGDEYIZHI。

玖富彩票开户  (8)KEHUDETIQIANHUANKUAN、XIUGAIHUANKUANYINXINGKA、ZHANQIDENGYIXILIEDAIHOUDECAOZUODOUTONGGUOWANGZHANSHIXIAN。

  現有模式下,銷售顧問為了增加銷量增加貸款通過率,有協助造假的動力,通過電子商務平臺,有效的將申請環節前置,規避了經銷商協助造假的情況,獲得優質的客戶。此外還可以提高集團各品牌的服務水平、提升客戶滿意度、優化現有的流程。

  YUANYINHENJIANDAN,DIYIJIEDUANDEDIANZISHANGWUPINGTAICHONGDANGDESHIGEPINPAIDEXIAOSHOU、CUXIAOGONGJU,GEPINPAIYOUDONGLIJIAYIYINGYONGTUIGUANG,YOUYUSHENQINGHUANJIEYOUKEHUZIJIWANCHENG,NENGGOUYOUXIAOJIANSHAOKEHUDEDAODIANCISHU,GEIKEHUGENGDUODEZHUDONGQUAN,KEHUNENGGOUDUIZIJIDESHENQINGJINDUJISHIHUOZHI。RUGUOWANGLUOQUDAODEKEHULAIYUANZUGOUDUO,JIANGSHIXIANDUIXIANYOULIUCHENGDEYOUXIAOCUJIN,KEYITONGGUOSHOUJIGENGDUODEDISANFANGXINXI(BIRUZHIFUBAODELIUSHUI)LAITIGAOXINXIDEZHUNQUEDU,CONGERGENGJIAYOUXIAODEGUIBIFENGXIAN。

  QICHEJINRONGGONGSIDIYIJIEDUANWANGZHANDEDINGWEISHIGONGJUXINGWANGZHAN,SUIZHULIULIANGDEZENGDA,KEHUTONGGUOGAIPINGTAISHENQINGCHENGGONGSHULIANGDEZENGJIA,JIASHANGYIXILIEYOUHUIDETUICHU,CHANSHENGWANGLUOXUANCHUANXIAOYING,GONGJUXINGWANGZHANKEYIZHUJIANWANGPINGTAIXINGWANGZHANZHUANYI,BIRU:

  ZHIZUOSHOUJIAPP,WANCHENGKEHUSHOUJISHIXIANSHENQING,ZILIAOSHANGCHUAN,YUNYONGSHOUJILBS,WANCHENGDUIJINGXIAOSHANGDEJIUJINTUIJIAN,ZENGJIAJINGXIAOSHANGBAOJIAGONGNENGJINYIBUWANSHANZHENGGEGOUCHEDEBIHUAN;

  通過對已完成貸款購車客戶的后續服務,涉足汽車后市場,續保市場,以舊換新市場,二手車市場等,甚至直接在網上賣汽車用品

玖富彩票开户  SUIZHUYONGHUJISHU、LIULIANGDEJINYIBUKUODA,JINHUACHENGZHENZHENGDEQICHEDIANSHANG,DANGRANZHEDEYIYUHOUXUDEFAZHAN。

  小結:

  QICHEYEBIRANHUIZHUJIANTUOMEI,CHANGJIAJIANGHUIYUELAIYUEZHIMIANXIAOFEIZHE,ZUOWEICHANGJIADEQICHEJINRONGGONGSI,KEYICONGQICHEJINRONGDEDIANZISHANGWUKAISHIZUOQI,DUIQICHEDEDIANZISHANGWUZUOCHUYOUYIDETUPO。

  汽車金融需要依靠汽車的實體購買作為支撐以實現流量導入,汽車電商需要依靠汽車金融為電商突破口,第一階段定位做工具,第二階段定位做平臺,第三階段定位做汽車電商的全流程。









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