保时捷：2023保时捷汽车官方小程序及APP运营方案（65页）.pdf

1、Copyright reserved by Bicheng digitalPORSCHE OMP&APP OPERATION SOLUTION保时捷官方小程序及APP运营方案新的消费者沟通方式塑造历久弥新的保时捷品牌经典，时刻创新 Copyright reserved by Bicheng digital 目 录Porsche DTC Digital Background and Competitor Insight保时捷DTC数字化背景及竞品洞察Porsche OMP&APP Operation strategy保时捷OMP&APP运营策略Porsche Team Structure保时捷项

2、目服务团队配置 Copyright reserved by Bicheng digital Porsche DTC Digital Background and Competitor Insight保时捷DTC数字化背景及竞品洞察 Copyright reserved by Bicheng digital These trends are already being reflected in the luxury automotive segment.McKinsey research shows that Chinas luxury-car buyers,who are used to e-

3、commerce platforms that offer innovations such as one-click purchases,want their cars to integrate seamlessly with local digital offerings and ecosystems(source:McKinsey July 2022).Also,according to McKinsey,consumers factoring sustainability into buying decisions helped drive EV sales globally up 4

4、3%in 2020(source:McKinsey Quarterly April 2021).In 2021,the average age of the Groups new car buyers in China was under 40(source:Company data).McKinseys research indicates that nearly 80%of luxury-vehicle customers are looking for a seamless,omnichannel experience,with consistent interactions acros

5、s departments.They want OEMs to deliver frictionless,on-demand service,with 83%expecting immediate engagement when contacting a company.Nearly 70%of customers want new channels and new ways to obtain existing products and services(source:McKinsey July 2022).Data shows that as choices and channels in

6、crease,brand trustworthiness is more important to consumers than ever(source:McKinsey May 2020).Relatedly,the majority of luxury OEMs are looking to progress from the wholesale dealer network channel to direct-to-consumer(“DTC”)or even retail ownership in order to enable them to own the customer exp