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或将挑战4S店经营模式

来源: 南方日报网络版     时间: 2019年03月26日 02:21:51
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(  每)(经)(记)(者)(黄)(琳)(涵)(发)(自)(上)(海)(
  随)(着)(互)(联)(网)(时)(代)(的)(来)(临)(,汽)(车)(电)(商)(作)(为)(一)(种)(新)(的)(发)(展)(趋)(势)(,正)(显)(现)(出)(强)(大)(的)(生)(命)(力)(。
  4月)(15日)(,汽)(车)(垂)(直)(网)(站)(举)(办)(了)(“4·15马)(上)(有)(车)(购)(车)(节)(”,在)(山)(东)(、广)(东)(、江)(苏)(三)(省)(进)(行)(了)(深)(度)(试)(水)(。在)(此)(之)(后)(,其)(电)(商)(平)(台)(将)(作)(为)(常)(态)(化)(长)(期)(存)(在)(。
  《每)(日)(经)(济)(新)(闻)(》记)(者)(注)(意)(到)(,近)(两)(年)(来)(,快)(速)(发)(展)(的)(汽)(车)(电)(商)(吸)(引)(了)(各)(路)(资)(本)(进)(入)(。如)(上)(汽)(车)(享)(网)(的)(推)(出)(代)(表)(了)(车)(企)(主)(导)(的)(电)(商)(革)(命)(正)(式)(开)(始)(。此)(外)(,汽)(车)(垂)(直)(网)(站)(以)(及)(天)(猫)(、苏)(宁)(易)(购)(为)(代)(表)(的)(第)(三)(方)(平)(台)(也)(都)(为)(汽)(车)(电)(商)(提)(供)(了)(多)(条)(发)(展)(路)(径)(。
  但)(由)(于)(汽)(车)(的)(特)(殊)(性)(,汽)(车)(电)(商)(无)(法)(在)(线)(上)(实)(现)(全)(程)(交)(易)(,目)(前)(从)(上)(述)(三)(类)(代)(表)(网)(站)(来)(看)(,汽)(车)(电)(商)(仍)(是)(以)(O2O(线)(上)(对)(线)(下)()模)(式)(存)(在)(。有)(观)(点)(指)(出)(,汽)(车)(电)(商)(的)(出)(现)(将)(推)(动)(现)(有)(实)(体)(经)(销)(商)(网)(络)(的)(功)(能)(变)(化)(,随)(着)(消)(费)(者)(选)(车)(、购)(车)(、下)(订)(单)(等)(行)(为)(纷)(纷)(上)(线)(,未)(来)(4S店)(的)(功)(能)(或)(将)(向)(售)(后)(进)(一)(步)(倾)(斜)(。
  O2O模)(式)(受)(到)(认)(可)(/
  “80后)(”、“90后)(”等)(新)(一)(代)(消)(费)(主)(体)(的)(崛)(起)(,为)(汽)(车)(电)(商)(提)(供)(了)(良)(好)(的)(发)(展)(契)(机)(。此)(前)(有)(调)(查)(显)(示)(,这)(部)(分)(人)(群)(的)(在)(购)(物)(时)(的)(主)(要)(特)(点)(是)(,对)(网)(络)(的)(依)(赖)(度)(很)(高)(,他)(们)(不)(仅)(善)(于)(在)(网)(上)(进)(行)(查)(询)(和)(比)(价)(,更)(习)(惯)(依)(靠)(网)(上)(支)(付)(完)(成)(整)(个)(交)(易)(。
  但)(值)(得)(注)(意)(的)(是)(,不)(同)(于)(其)(他)(快)(消)(品)(,汽)(车)(属)(于)(大)(型)(消)(费)(品)(,消)(费)(者)(在)(确)(定)(购)(买)(车)(型)(后)(,还)(需)(要)(去)(实)(体)(经)(销)(店)(进)(行)(更)(进)(一)(步)(体)(验)(,如)(试)(乘)(试)(驾)(等)(,以)(感)(受)(真)(实)(的)(产)(品)(、服)(务)(,才)(能)(最)(终)(完)(成)(交)(易)(。这)(一)(属)(性)(决)(定)(了)(汽)(车)(电)(商)(很)(难)(完)(全)(通)(过)(线)(上)(完)(成)(全)(部)(交)(易)(流)(程)(。
  目)(前)(的)(汽)(车)(电)(商)(业)(务)(均)(是)(以)(O2O模)(式)(展)(开)(。所)(谓)(“O2O模)(式)(”,即)(将)(线)(下)(的)(商)(务)(机)(会)(与)(互)(联)(网)(结)(合)(的)(销)(售)(模)(式)(。天)(猫)(、苏)(宁)(的)(具)(体)(购)(车)(流)(程)(为)(例)(:在)(线)(或)(是)(电)(话)(咨)(询)(预)(约)(试)(驾)(、线)(上)(确)(认)(车)(型)(、拍)(下)(新)(车)(并)(进)(行)(支)(付)(、订)(单)(生)(成)(、收)(到)(验)(证)(码)(短)(信)(,买)(家)(凭)(借)(短)(信)(验)(证)(码)(前)(往)(4S店)(提)(车)(,最)(后)(进)(行)(在)(线)(确)(认)(和)(评)(价)(。
  2013年)(底)(发)(布)(的)(《中)(国)(汽)(车)(电)(商)(发)(展)(研)(究)(报)(告)(》中)(,嘉)(之)(道)(汽)(车)(咨)(询)(公)(司)(针)(对)(国)(内)(汽)(车)(专)(家)(及)(企)(业)(高)(层)(作)(出)(调)(查)(,结)(果)(显)(示)(,九)(成)(以)(上)(的)(业)(内)(人)(士)(看)(好)(O2O电)(商)(模)(式)(,更)(有)(10%的)(企)(业)(已)(经)(开)(始)(通)(过)(O2O模)(式)(进)(行)(汽)(车)(网)(络)(销)(售)(。
  相)(较)(于)(O2O的)(交)(易)(模)(式)(已)(受)(到)(广)(泛)(认)(可)(,如)(何)(提)(高)(线)(上)(线)(索)(到)(线)(下)(购)(买)(的)(转)(化)(率)(,以)(及)(如)(何)(保)(持)(客)(户)(对)(于)(电)(商)(的)(黏)(性)(成)(为)(了)(企)(业)(新)(的)(课)(题)(。目)(前)(多)(个)(汽)(车)(电)(商)(渠)(道)(都)(在)(寻)(求)(各)(自)(的)(解)(决)(方)(式)(,以)(疏)(通)(汽)(车)(电)(商)(未)(来)(的)(发)(展)(之)(路)(。
  据)(了)(解)(,为)(了)(实)(现)(线)(上)(线)(下)(无)(缝)(对)(接)(,汽)(车)(垂)(直)(网)(站)(专)(门)(针)(对)(汽)(车)(电)(商)(业)(务)(研)(发)(了)(一)(套)(平)(台)(系)(统)(,并)(在)(4月)(15日)(的)(购)(车)(节)(中)(投)(入)(使)(用)(。苏)(宁)(易)(购)(在)(增)(加)(客)(户)(黏)(性)(方)(面)(,也)(意)(欲)(通)(过)(产)(业)(链)(“上)(移)(”来)(破)(解)(。
  此)(外)(,上)(汽)(车)(享)(网)(试)(图)(以)(“价)(值)(提)(升)(理)(论)(”来)(破)(解)(这)(一)(问)(题)(。车)(享)(网)(运)(营)(执)(行)(官)(吴)(越)(对)(此)(解)(释)(,“比)(如)(一)(个)(车)(主)(通)(过)(我)(们)(的)(平)(台)(买)(车)(、维)(修)(、保)(养)(,那)(么)(在)(以)(后)(二)(手)(车)(的)(交)(易)(环)(节)(,我)(们)(就)(可)(以)(为)(车)(主)(以)(及)(下)(家)(提)(供)(整)(辆)(车)(全)(生)(命)(周)(期)(的)(使)(用)(情)(况)(,从)(而)(让)(交)(易)(更)(透)(明)(。在)(国)(外)(这)(种)(模)(式)(已)(经)(为)(消)(费)(者)(广)(为)(接)(受)(。”
  4S店)(经)(营)(重)(心)(将)(改)(变)(/
  “随)(着)(汽)(车)(电)(商)(不)(断)(发)(展)(,传)(统)(4S店)(的)(功)(能)(将)(发)(生)(变)(迁)(,前)(端)(推)(介)(和)(议)(价)(功)(能)(将)(被)(弱)(化)(,而)(更)(多)(地)(转)(向)(售)(后)(服)(务)(方)(面)(。”汽)(车)(行)(业)(分)(析)(师)(张)(志)(勇)(向)(记)(者)(分)(析)(,由)(于)(在)(网)(上)(买)(车)(过)(程)(中)(,消)(费)(者)(选)(车)(以)(及)(产)(品)(议)(价)(等)(环)(节)(已)(经)(在)(线)(上)(完)(成)(,因)(此)(未)(来)(的)(4S店)(的)(主)(要)(功)(能)(将)(更)(多)(集)(中)(在)(提)(车)(以)(及)(售)(后)(服)(务)(等)(方)(面)(。对)(于)(4S店)(而)(言)(,如)(何)(提)(升)(自)(身)(的)(售)(后)(服)(务)(能)(力)(将)(显)(得)(愈)(发)(重)(要)(。
  广)(汇)(汽)(车)(集)(团)(相)(关)(人)(士)(向)(《每)(日)(经)(济)(新)(闻)(》记)(者)(表)(示)(,目)(前)(该)(集)(团)(在)(新)(车)(销)(售)(上)(,大)(多)(车)(型)(都)(处)(于)(薄)(利)(状)(态)(,甚)(至)(部)(分)(车)(型)(已)(是)(亏)(损)(销)(售)(,而)(售)(后)(业)(务)(近)(两)(年)(的)(增)(长)(速)(度)(超)(过)(三)(成)(。但)(由)(于)(提)(高)(售)(后)(利)(润)(的)(前)(提)(是)(提)(高)(客)(户)(保)(有)(量)(,因)(此)(,这)(仍)(然)(需)(要)(4S店)(花)(费)(大)(量)(人)(力)(、物)(力)(维)(系)(售)(前)(的)(推)(介)(和)(销)(售)(功)(能)(。目)(前)(4S店)(需)(要)(解)(决)(的)(问)(题)(是)(,如)(何)(在)(不)(提)(高)(售)(前)(人)(力)(成)(本)(的)(同)(时)(,又)(能)(为)(售)(后)(带)(来)(客)(源)(。
  在)(他)(看)(来)(,电)(商)(在)(发)(展)(的)(同)(时)(,应)(设)(立)(更)(多)(不)(同)(于)(4S店)(模)(式)(的)(消)(费)(接)(触)(点)(,提)(高)(线)(上)(销)(售)(的)(转)(化)(率)(,让)(4S店)(专)(注)(于)(售)(后)(业)(务)(;而)(经)(销)(商)(之)(间)(的)(比)(拼)(也)(将)(转)(变)(为)(营)(销)(能)(力)(的)(竞)(争)(,比)(如)(客)(户)(在)(网)(上)(预)(约)(维)(修)(保)(养)(,4S店)(提)(前)(准)(备)(维)(修)(工)(位)(和)(相)(关)(零)(件)(等)(。
  此)(外)(,车)(享)(平)(台)(运)(营)(执)(行)(官)(吴)(越)(也)(向)(记)(者)(指)(出)(,通)(过)(线)(上)(对)(消)(费)(者)(购)(车)(喜)(好)(的)(掌)(握)(和)(判)(断)(,厂)(商)(不)(仅)(可)(以)(有)(针)(对)(性)(地)(进)(行)(新)(车)(研)(发)(和)(现)(车)(改)(进)(,还)(可)(以)(根)(据)(不)(同)(的)(区)(域)(经)(销)(商)(的)(诉)(求)(,为)(车)(辆)(提)(供)(定)(制)(化)(服)(务)(,对)(经)(销)(商)(销)(量)(提)(升)(起)(来)(积)(极)(作)(用)(。
  《《《
  汽)(车)(电)(商)(发)(展)(路)(线)(
  每)(经)(记)(者)(黄)(琳)(涵)(发)(自)(北)(京)(
  中)(国)(电)(子)(商)(务)(研)(究)(中)(心)(监)(测)(数)(据)(显)(示)(,2013年)(,中)(国)(网)(络)(零)(售)(市)(场)(交)(易)(规)(模)(达)(18851亿)(元)(,同)(比)(增)(长)(42.8%。国)(内)(B2C、C2C与)(其)(他)(电)(商)(模)(式)(企)(业)(数)(已)(达)(29303家)(,较)(去)(年)(增)(长)(17.8%,预)(计)(2014年)(达)(到)(34314家)(。
  在)(电)(商)(平)(台)(排)(名)(方)(面)(,第)(一)(名)(依)(旧)(是)(天)(猫)(商)(城)(,占)(50.1%;京)(东)(名)(列)(第)(二)(,占)(22.4%;位)(于)(第)(三)(位)(的)(是)(苏)(宁)(易)(购)(,占)(4.9%。
  网)(络)(购)(物)(的)(飞)(速)(发)(展)(给)(汽)(车)(电)(商)(创)(建)(了)(一)(个)(较)(好)(的)(成)(长)(背)(景)(。我)(国)(的)(网)(络)(购)(车)(从)(2010年)(开)(始)(兴)(起)(,2011年)(迅)(速)(升)(温)(,在)(去)(年)(“双)(十)(一)(”达)(到)(高)(潮)(。
  目)(前)(,包)(括)(传)(统)(电)(商)(平)(台)(、汽)(车)(垂)(直)(网)(站)(、汽)(车)(生)(产)(企)(业)(以)(及)(经)(销)(商)(在)(内)(的)(多)(方)(资)(本)(都)(纷)(纷)(涉)(足)(这)(一)(领)(域)(。汽)(车)(电)(商)(已)(从)(最)(初)(的)(单)(一)(网)(络)(平)(台)(演)(变)(成)(多)(方)(力)(量)(混)(战)(的)(格)(局)(,而)(汽)(车)(电)(商)(的)(定)(义)(也)(在)(演)(变)(过)(程)(中)(发)(生)(着)(变)(化)(。
  第)(一)(阶)(段)(:汽)(车)(电)(商)(创)(新)(营)(销)(方)(式)(
  2010年)(6月)(14日)(~7月)(16日)(,拍)(拍)(网)(与)(吉)(利)(汽)(车)(联)(合)(举)(办)(了)(“吉)(利)(熊)(猫)(1元)(抢)(购)(”活)(动)(,试)(水)(汽)(车)(行)(业)(的)(电)(子)(商)(务)(。截)(至)(当)(年)(7月)(18日)(,参)(与)(人)(数)(高)(达)(123.2万)(人)(次)(,大)(幅)(刷)(新)(了)(汽)(车)(网)(络)(行)(销)(活)(动)(的)(参)(与)(人)(数)(纪)(录)(。
  吉)(利)(熊)(猫)(和)(拍)(拍)(的)(联)(手)(,验)(证)(了)(新)(颖)(的)(营)(销)(模)(式)(对)(汽)(车)(产)(品)(有)(着)(同)(样)(的)(可)(操)(作)(性)(,通)(过)(拍)(拍)(这)(个)(平)(台)(营)(销)(,可)(以)(让)(更)(多)(的)(汽)(车)(产)(品)(信)(息)(及)(时)(进)(入)(人)(们)(的)(视)(野)(,从)(而)(实)(现)(快)(节)(奏)(的)(营)(销)(服)(务)(。
  第)(二)(阶)(段)(:第)(三)(方)(平)(台)(引)(入)(汽)(车)(厂)(商)(
  2011年)(,天)(猫)(商)(城)(中)(的)(汽)(车)(产)(品)(销)(量)(初)(具)(规)(模)(,当)(年)(成)(交)(量)(在)(2000辆)(左)(右)(;2012年)(成)(交)(量)(超)(过)(10000辆)(;2013年)(在)(5万)(辆)(左)(右)(。目)(前)(入)(驻)(天)(猫)(商)(城)(的)(汽)(车)(厂)(家)(已)(经)(超)(过)(十)(家)(,代)(表)(企)(业)(有)(上)(海)(通)(用)(、东)(风)(标)(致)(、东)(风)(雪)(铁)(龙)(、吉)(利)(全)(球)(鹰)(、江)(淮)(悦)(悦)(、比)(亚)(迪)(等)(。
  天)(猫)(的)(盈)(利)(模)(式)(是)(,提)(供)(一)(个)(交)(易)(平)(台)(,吸)(纳)(厂)(家)(和)(经)(销)(商)(入)(驻)(开)(店)(,收)(取)(年)(费)(和)(服)(务)(费)((汽)(车)(行)(业)(销)(售)(新)(车)(或)(二)(手)(车)(的)(话)(开)(设)(旗)(舰)(店)(需)(每)(年)(年)(费)(为)(70万)(元)(,专)(营)(店)(为)(30万)(元)(,专)(卖)(店)(则)(为)(6万)(元)(。新)(车)(销)(售)(暂)(不)(收)(取)(提)(成)(,汽)(车)(零)(配)(件)(和)(美)(容)(收)(取)(2%)。
  第)(三)(阶)(段)(:垂)(直)(网)(站)(涌)(入)(电)(商)(平)(台)(
  2013年)(,随)(着)(汽)(车)(电)(商)(快)(速)(发)(展)(,汽)(车)(垂)(直)(类)(网)(站)(也)(开)(始)(切)(入)(这)(一)(领)(域)(。这)(类)(平)(台)(在)(去)(年)(“双)(十)(一)(疯)(狂)(购)(车)(节)(”达)(到)(高)(潮)(。某)(汽)(车)(垂)(直)(网)(站)(去)(年)(“双)(十)(一)(”最)(终)(销)(量)(接)(近)(15000辆)(,总)(成)(交)(金)(额)(超)(过)(22亿)(元)(。
  这)(类)(电)(商)(的)(盈)(利)(模)(式)(以)(丰)(富)(的)(汽)(车)(资)(讯)(吸)(引)(流)(量)(,通)(过)(网)(店)(形)(式)(为)(经)(销)(商)(提)(供)(销)(售)(线)(索)(,收)(取)(网)(店)(费)(用)(。平)(台)(的)(优)(点)(是)(,垂)(直)(领)(域)(媒)(体)(属)(性)(,针)(对)(性)(强)(,流)(量)(相)(对)(较)(大)(,能)(较)(好)(地)(吸)(引)(有)(效)(潜)(在)(客)(户)(;缺)(点)(为)(,不)(直)(接)(销)(售)(汽)(车)(,缺)(乏)(对)(销)(售)(线)(索)(的)(管)(控)(。
  第)(四)(阶)(段)(:网)(上)(交)(易)(模)(式)(初)(现)(
  2013年)(11月)(,苏)(宁)(易)(购)(汽)(车)(频)(道)(于)(去)(年)(11月)(正)(式)(上)(线)(,初)(期)(涵)(盖)(了)(丰)(田)(凯)(美)(瑞)(、沃)(尔)(沃)(、双)(龙)(雷)(斯)(特)(、巴)(博)(斯)(等)(10多)(个)(品)(牌)(的)(车)(型)(,上)(线)(首)(日)(销)(售)(了)(14辆)(车)(。在)(“双)(十)(一)(”购)(物)(节)(4天)(时)(间)(,销)(售)(了)(130余)(辆)(车)(。
  从)(交)(易)(流)(程)(上)(看)(,苏)(宁)(与)(天)(猫)(的)(差)(别)(不)(大)(,购)(车)(模)(式)(为)(:在)(线)(或)(是)(电)(话)(咨)(询)(预)(约)(试)(驾)(、线)(上)(确)(认)(车)(型)(、拍)(下)(新)(车)(并)(进)(行)(支)(付)(、订)(单)(生)(成)(、收)(到)(验)(证)(码)(短)(信)(,买)(家)(凭)(借)(短)(信)(验)(证)(码)(前)(往)(4S店)(进)(行)(提)(车)(,最)(后)(进)(行)(在)(线)(确)(认)(和)(评)(价)(。
  第)(五)(阶)(段)(:车)(企)(自)(建)(电)(商)(平)(台)(
  在)(各)(方)(力)(量)(角)(逐)(互)(联)(网)(的)(背)(景)(下)(,整)(车)(企)(业)(也)(吹)(响)(了)(进)(军)(号)(角)(。今)(年)(3月)(28日)(,上)(汽)(车)(享)(网)(正)(式)(上)(线)(。
  从)(购)(车)(流)(程)(来)(看)(,车)(享)(平)(台)(与)(第)(三)(方)(平)(台)(基)(本)(类)(似)(,不)(同)(的)(是)(,消)(费)(者)(购)(车)(后)(,还)(可)(以)(注)(册)(成)(为)(车)(享)(平)(台)(会)(员)(,通)(过)(“车)(享)(汇)(”(车)(享)(汇)(是)(上)(汽)(旗)(下)(各)(整)(车)(厂)(品)(牌)(俱)(乐)(部)(的)(会)(员)(联)(盟)(合)(作)(载)(体)()反)(馈)(用)(车)(体)(验)(、传)(递)(用)(车)(需)(求)(,从)(而)(实)(现)(真)(正)(的)(线)(上)(线)(下)(闭)(环)(。此)(外)(,车)(享)(网)(虽)(然)(是)(由)(上)(汽)(集)(团)(自)(建)(的)(平)(台)(,但)(却)(是)(一)(个)(开)(放)(平)(台)(,允)(许)(众)(多)(的)(汽)(车)(经)(销)(商)(入)(驻)(,包)(括)(上)(汽)(集)(团)(之)(外)(的)(经)(销)(商)(。
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