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电通：2023竞化论- 汽车营销之变局与破局报告（46页）.pdf

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电通：2023竞化论- 汽车营销之变局与破局报告（46页）.pdf

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19、4%15.7%40.8%40.0%39.7%36.5%36.4%34.5%32.2%31.7%30.7%30.3%29.0%27.0%19.7%14.0%?/?V?-12.1%6.7%4.0%-1.7%3.3%-2.4%8.9%6.9%-8.1%-6.4%0.2%-4.7%-9.1%-2.8%?A4L?Model?Y?-?vs?”“06?4S4S?-?1/21/21.便捷度高车型丰富，可同时对比地理位置方便，距离近当天试驾，无需预约2.销售人员专业态度好提供专业的介绍专人专车服务/1V1服务3.售后服务专业且贴心4.个性化试乘试驾上门试驾可选择试驾道路5.个性化提车流程（如：送车上门）6

20、.价格公开透明7.多样化金融政策8.车主福利车主礼品/赠礼车主线下活动/俱乐部9.品牌营销活动多样化?4S4S?2 2/2/21.专人专车服务/1V1服务2.多样化展示车辆方式（如VR/AR）3.个性化试乘试驾上门试驾可选择试驾道路4.多样化支付方式（如线上支付定金）5.个性化提车流程（如送车上门）6.多样化车主福利车主节日礼品/祝福车主线下活动（如户外野营）7.补充售后服务（如店内问题反馈）8.品牌营销活动多样化（如在店内举办活动、美食品鉴）?1V1?/?4S4S?/?1.便捷度高随时随地线上看车品牌及车型丰富更快了解/看到新车型2.车型介绍全面且专业3.了解车主口碑/测评4.参加车主社群，互相交流5.品牌最新动态推送6.品牌历史/文化/理念介绍7.补充线下渠道部分功能线上沉浸式汽车展厅线上模拟驾驶线上选配模拟线上支付定金/付款线上预约交付地点线上售后答疑/预约车主积分商城?APP/APP/?/?1/21/2?导?APP/APP/?/?&?/?/?/?V V?KOL/KOC?V?/?/?/?/?/?V V?KOL/KOC?V?/?/?2 2/2/2?APP/APP/?&?/?46?s o l u t i o n.c h i n a d e n t s u.c o m?!

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