1、周年感恩季周年感恩季-福建福京線上線下客戶體驗提升營銷方案福建福京線上線下客戶體驗提升營銷方案所屬區域 area 閩北小區 RSD-5公司名稱 company 福建省福京汽車貿易有限公司Fujian province fujing auto trade co., LTD 市場總監 Marketing director 王新興 WangxinxingAnniversary of the Thanksgiving season -Fujian fu jing online and offline customer experience ascension marketing plan CONTEN

2、T目錄PART 1PART 2PART 3PART 4項目背景項目背景項目策劃項目策劃項目執行項目執行效果分析及總結效果分析及總結PART 5費用明細費用明細CONTENTPART 1PART 2PART 3PART 4project context Project planning Project implementation Result is analyzed and summarized PART 5Cost detail 市場分析1項目背景項目背景用戶群分析market analysis 1project context Audience analysis 福州是中國市場化程度和對外

3、開放度較高的地區之一，定位在福建發展和海西建設全局中發揮龍頭帶動作用。2016年，全市限額以上汽車類商品實現零售額468.78億元，比去年增14.3%，增幅比去年同期上升8.1個百分點，拉動限上零售額增長3.0個百分點，占全市限額以上零售額比21.43%，比重較去年同期提高0.19個百分點，不僅占比第一而且拉動作用也位居首位，成為我市消費品市場增長的重要引擎。從季度間際來看，1季度實現零售額94.44億元，增長10.7%；2季度實現105.78億元，增長14.4%；3季度實現90.85億元，增長20.2%，增幅為全年各季度最高；4季度實現119.18億元，增長12.5%，總量為全年各季度最高。

4、 市場分析市場分析本地經濟環境本地經濟環境福州市地圖城市GDP6197.77億元 較上年增長8.5%人均GDP81872元較上年增長8.78%第三產業增加值3106.81億元 較上年增長10.7%社會消費品零售總額3883億元 較上年增長11.3%居民消費價格總水平/較上年增長2.5%城鎮居民人均可支配收入3.78萬元較上年增長8%農村居民人均可支配收入1.65萬元較上年增長8.5%全市公路里程11716公里 （2015年）2016年數據暫缺2016年福州市國民經濟和社會發展統計 （數據來源：福州市統計局和2017年福州市政府工作報告）Fuzhou is China one of the hi

5、gher degree of marketization and openness to foreign, positioning in the development of fujian and hercynian construction global leading leading role into full play. In 2016, the citys limitation above car goods to achieve sales of 46.878 billion yuan, increased by 14.3% over last year, growth than

6、the same period last year rose 8.1%, pull the limit on retail sales growth of 3.0%, 21.43% above designated retail sales in the city than, than the same period last year increased by 0.19%, not only one of the first pull function but also in the first place, become an important engine city consumer

7、goods market growth. From the international perspective, among quarter 1 quarter sales of 9.444 billion yuan, up by 10.7%; 2 quarter 10.578 billion yuan, up by 14.4%; 3 quarter of 9.085 billion yuan, an increase of 20.2%, the highest growth for the year each quarter; Implementation of 11.918 billion

8、 yuan, 4 quarter growth of 12.5%, the highest total amount for each quarter throughout the year.market analysisThe local environment analysis Fuzhou map City GDP 619.777billion Year-on-year growth of 8.5% GDP per capita 81872 yuan Year-on-year growth of 8.78%The added value of the tertiary industry

9、310.681billion Year-on-year growth of 10.7%Total retail sales of social consumer goods 388.3 billion Year-on-year growth of 11.3%Per capita disposable income /Year-on-year growth of 2.5%Urban per capita disposable income 37800 yuan Year-on-year growth of 8%Rural residents per capita disposable incom

10、e 16500yuanYear-on-year growth of 8.5%The highway mileage in the city 11716km （2015year）The 2016 data vacant Statistics in fuzhou in 2016 the national economic and social development(source: fuzhou city fuzhou city bureau of statistics and 2017 government work report) 數據分析：一汽-大眾在福州銷量排第四，市占率略有下滑，其中日產

11、、福特和別克位列前三甲，本品牌市場競爭壓力大。2016年1-10月福州銷量一汽-大眾福 特東風本田上汽大眾別 克東風日產一汽豐田市場分析市場分析本地競品占有率分析本地競品占有率分析8397983979臺臺46834683臺臺46234623臺臺66916691臺臺51145114臺臺35583558臺臺70687068臺臺33843384臺臺數據來源：福州車管所（其中8月份福州地區銷量缺失未統計）Data analysis: faw Volkswagen fourth in fuzhou sales, market share declined slightly, including niss

12、an, ford, and buick in the top three, the brand market competition pressure. In January 2016 to October sales in fuzhou FAW-Volkswagen Ford Dongfeng Honda Shanghai Volkswagen Buick Dongfeng Nissan Faw Toyota market analysisLocal competing goods market share analysis 8397983979units 46834683unitsunit

13、s46234623units66916691units51145114units35583558units70687068units33843384unitsData sources: fuzhou DMV fuzhou region (including August sales not missing statistics) 市場分析市場分析競品單店營銷轉集團聯動競品單店營銷轉集團聯動01盈眾集團、國貿集團02國貿集團、世騰集團03漳發展集團06國貿集團、信達集團、嘉利德斯集團04盈眾集團、永達集團、中機中泰集團05匯京集團、中升集團經銷商集團化福州本品牌競品多呈集團化發展，2016年開始

14、活動由單店營銷轉向集團聯動頻率更高，營銷更成熟。market analysisCompeting goods constructions marketing group linkage 01Enjoyauto Holdings Group Co., Ltd ITG Group Co.,Ltd 02ITG Group Co.,LtdFUJIAN SHITENG GroupCorp.,Ltd03Zhangzhou developmentGroup Co.,Ltd 06ITG Group Co.,Ltd CindaGroupCo.,LtdCarries Group Co.,Ltd 04Enjoyau

15、to Holdings Group Co., Ltd Wing Tat Group Co., Ltd zhongjizhongtai Group Co., Ltd 05Huijing Group Co.,LtdZhongsheng Group Co.,LtdDealers collectivization Fuzhou this brand competing goods more than the development toward collectivization; marketing activities began in 2016 by the retooling steering

16、group linkage frequency is higher, the marketing more mature. 浙閩百店歡樂購春雷行動市場分析市場分析3月本地競品營銷重點月本地競品營銷重點春季團購會Teramont途昂開啟預售暖春季，購車半稅3月汽車市場回暖，競品市場爭奪戰依舊激烈，銷售依舊以團購活動開展，同時廠家化、集團化活動形式多樣，營銷策略豐富。Zhejiang fujian and joy for the shop Heart action market analysisIn march the local competing goods marketing focus S

17、pring coupon will Teramont way, open to booking Warm spring, car half duty March car market, race remains fierce competing goods market, sales are still in group-buying activities, at the same time, manufacturers, group activity forms, rich in marketing strategy. 智能手機和移動互聯網的普及極大地改變了人們的日常生活，也影響這購車用戶群

18、體的消費習慣，通過這幾年的發展，網絡幾乎成為消費者了解汽車產品和品牌的主要渠道，消費者通過線上來了解車市行情、選擇車型和商家、維修保養等。 以汽車之家2015年數據為例，線上傳播模式向PC端、M端和APP端分布擴散，而消費者通過以智能手機的M端和APP端的為主查詢使用率越來越高。市場分析市場分析汽車線上傳播趨勢汽車線上傳播趨勢數據均為：日均獨立訪問用戶數。PC端源自艾瑞iUserTracker，M端及App端,源自2015年Q4汽車之家財報 M M端端770770萬萬日均活躍用戶APPAPP610610萬萬日均活躍用戶PCPC端端798798萬萬日均覆蓋人數The popularity of

19、smart phones and mobile Internet has greatly changed Peoples Daily life, also influence the car user groups spending habits, through these years of development, the network almost become the main channel of consumer understanding of automotive product and brand, consumer through line up to understan

20、d the market quotation, choose models and merchants, maintenance, etc. In the case of home of auto data in 2015, Online marketing model to the PC, M side and APP and diffusion, and consumers by M terminal of the smartphone APP the main query utilization rate is higher and higher. market analysisAuto

21、 online spread trend Data are as follows: the average daily unique visitors. PC from iresearch iUserTracker, M end and App end, originated in Q4 2015 car home M side 7.7 million Average daily active users APPAPP6.1 million Average daily active usersPC PC side7.98 million Average daily active users微信

22、營銷已成為汽車線上互動的重要傳播模式微信營銷已成為汽車線上互動的重要傳播模式隨著微信的使用和推廣，“超過九成微信用戶每天都會使用微信，半數用戶每天使用微信超過1小時”，2016年各行業公眾號發文效果矩陣隊列分布清晰，且差距已形成。微信公眾號進入內容競爭瓶頸期，馬太效應愈演愈烈。各領域公眾號趨于飽和，前瞻大號基本穩定。2016年多數公眾號開啟轉型之路，2017年公眾號轉型整合趨勢將持續，如何為用戶帶來更具價值、更具獨創性的內容是運營者核心競爭力。汽車微信公眾號也隨著消費群體追求便利性、及時性，加快了變革，提升了互動體驗，提升客戶感受和滿意度未來將成為一種互動潮流。微信營銷市場分析市場分析汽車微信

23、營銷傳播汽車微信營銷傳播WeChat marketing has become an important transmission car online interactive modeAs WeChat use and promotion, more than ninety percent WeChat users use WeChat every day, and half of the users use WeChat more than 1 hours a day, 2016, sectoral distribution effect of the number of public a

24、rticles matrix queue is clear, and the gap has formed. WeChat public enter the competition content bottleneck period, Matthew effect worse. In all areas of public tends to saturation, foresight large basically stable. Opens the way of transformation in 2016, the majority of the public, public 2017 t

25、ransition consolidation will continue, how to bring more value for customers, more original content is the core competitiveness of operators. Car number WeChat public also as consumer groups for convenience, timeliness, speeds up the transformation, improve the interactive experience, improving cust

26、omer experience and satisfaction will become an interactive trend in the future. WeChat marketingmarket analysisCar WeChat marketing communications SOWT1、銷售新員工比較多，專業接待能力培訓不夠2、銷售能力不強，銷售的轉化低偏低3、展廳為升級展廳，隨著嘉旅、蔚領上市，展廳較擁擠1、4S店位于福州一汽-大眾品牌的包圍圈，東西南北均有其他同品牌4S店，同時位于汽車城，競品品牌競爭大2、競品品牌促銷強度大，團購活動密集，活動類型豐富1、品牌老店，門店

27、認知度和口碑較好2、屬于國企集團控股，人員崗位配備齊全，資源、資金和車源充足3、門店位于汽車城，集客量較多市場分析市場分析一汽一汽-大眾國貿福京大眾國貿福京SWOT分析分析1、2017年是公司的第18周年，以周年店慶為主題開展系列活動2、3月份一汽-大眾華南區開展春雷行動，百家經銷商聯動，宣傳力度大廈門國貿汽車股份有限公司是上市公司廈門國貿集團股份有限公司的全資子公司廈門國貿集團股份有限公司是一家國有控股上市公司，始創于1980年，1996年在上海證券交易所上市。經過三十多年發展，已形成供應鏈管理、房地產經營和金融服務三大核心業務，常年入榜中國企業500強和中國上市公司100強。目前，國貿汽車

28、共有2323家家4S4S店店，5 5個項目公司、個項目公司、2 2家汽車城，家汽車城，合計 3030個項目個項目，涉足廈門、福州、泉州及安徽省。SOWT1, sales of new employees, professional reception ability training is not enough2, sales ability is not strong, low conversion of low sales3, the exhibition hall to upgrade the exhibition hall, with fine brigade, wei get lis

29、ted, the exhibition hall is crowded1, 4 s shop is located in fuzhou, faw - Volkswagen brand encirclement, north and south, east and west have other same brand 4 s shop, located in the motor city at the same time, the competing goods brand competition2, competing goods brand promotion strength, dense

30、 group-buying activities, rich in the activity type1, brand shops, stores better awareness and reputation2, belongs to the state-owned enterprises group holdings, personnel posts with complete, resources, capital and sufficient options available3, stores located in the motor city, set the guest is m

31、oremarket analysisFaw- Volkswagen itc fu jing SWOT analysis 1, 2017, is the 18th anniversary of the company, with the subject of anniversary series activitiesIn 2, 3, faw Volkswagen of south China area to carry out the heart action, hundreds of dealers, propagandaXiamen international automobile co.,

32、 LTD is a listed company in xiamen international trade group co., LTD., a wholly owned subsidiary Xiamen ITG group co., LTD. Is a state holding listed company, was founded in 1980, listed on the Shanghai stock exchange in 1996. After more than 30 years development, has formed the supply chain manage

33、ment, real estate and financial services three core business, list all the year round the top 500 Chinese enterprises and China top 100 listed companies. At present, the international car a total of 23 4 s shop , five projects, two auto company, total 30 projects in xiamen, fuzhou, quanzhou, and anh

34、ui province. 市場分析小結市場分析小結ABDC汽車市場呈增長趨勢，但競品沖擊大，客戶品牌選擇性多活動形式單一，集團化聯動活動頻繁，卻仍以線下團購為主客戶資訊獲取碎片化，線上覆蓋成本高客戶體驗低，用戶流失率高購車更看重口碑Market analysis summary ABDCCar market, there is a growing trend, but competing goods impact, customer brand more selective Activity form a single, collectivize linkage activity is fre

35、quent, but still give priority to with offline group User information obtaining fragmentation, online cover the high cost Customer experience is low, the user turnover rate is high, the car on word of mouth Set the guest to Innovation is difficult Communication difficult Transform hard 根據福州市統計局公布的福州

36、市2015年1%人口抽樣調查主要數據顯示，截止2015年福州常住人口總量749萬，其中具有大學（指大專以上）教育程度人口為114萬人；具有高中（含中專）教育程度人口為127萬人；具有初中教育程度人口為230萬人；具有小學教育程度人口為190萬人。用戶群分析用戶群分析本地人口構成本地人口構成福州市行政地圖（數據來源：福州市統計局）常住人口749萬人常住家庭229.6萬戶城鎮人口506萬人男性人口378萬人女性人口371萬人每10萬人中 具有高中文化程度人口16595人15-64歲人口 559萬人福州五區總人口308.3萬人福州市2015年1%人口抽樣調查主要數據 According to the

37、 fuzhou city bureau of statistics released by the fuzhou 1% population sampling survey in 2015, according to data from the main as fuzhou total permanent population, 7.49 million, 2015, with the university (college) education degree has a population of 1.14 million people; Has a high school (includi

38、ng technical secondary school) education degree has a population of 1.27 million people; With a population of 2.3 million junior high school education degree; With primary school education degree has a population of 1.9 million people. Users analysis the local population Fuzhou city administrative m

39、ap (source: fuzhou city bureau of statistics) The population of permanent residents 7.49 million people The permanent family 2.296 million households The urban population 5.06 million people The male population 3.78 million people Female population 3.71 million people The degree of population in eve

40、ry 100000 people with high school culture 16595 people The population aged 15-64 5.59 million people Fuzhou five area population 3.083 million people fuzhou 1%population sampling survey Data in 2015歡迎加入廣告集裝箱歡迎加入廣告集裝箱，微信廣告集裝箱，更多ppt的秘密等著你。歡迎加入廣告集裝箱，微信廣告集裝箱，更多ppt的秘密等著你。微信日登錄用戶, 活躍用戶80后90后人群占比65%7.68億用

41、戶 比 例 男 性 女 性 2 : 170%男性通過公眾號了解商戶優惠41.9%用戶數據來源：騰訊2016版微信數據化報告 50%用戶日使用微信時長90分鐘用戶群分析用戶群分析微信用戶數據分析微信用戶數據分析使 用 過 微 信 支 付 和 轉 賬50%用戶歡迎加入廣告集裝箱歡迎加入廣告集裝箱，微信廣告集裝箱，更多ppt的秘密等著你。歡迎加入廣告集裝箱，微信廣告集裝箱，更多ppt的秘密等著你。WeChat logged in user, after 80 active users after 90 people accounted for 65% 768million M a l e a n d

42、 f e m a l e 2 : 1 r a t i o b y t h e u s e r 70% of men Through the public understand m e r c h a n t d i s c o u n t 41.9% of users Data sources: tencent, 2016 edition of the WeChat digital report 5 0 % o f u s e r s , u s e t h e W e C h a t t i m e 90minutes Users analysis WeChat user data anal

43、ysis U s e d W e C h a t p a y m e n t s a n d t r a n s f e r s 50%of users wide coverage Strong penetration Deep impact 捷達捷達寶來寶來追求時尚與實用兼顧，年領在20-40歲之間，男性為主，大專以上學歷較多，追求實用和經濟性用戶70%為男性，年齡在25-35歲間，理性消費但也追逐時尚用戶群分析用戶群分析一汽一汽-大眾車型目標用戶群體大眾車型目標用戶群體蔚領蔚領用戶較年輕，25-35歲，男性為主；擁有現代及引領潮流的生活方式，追求品質生活高爾夫高爾夫用戶年齡25-35歲上下

44、，較成熟，教育良好，企業白領居多；追求內在品質高爾夫高爾夫 嘉旅嘉旅新速騰新速騰用戶典型為男性偏多，年齡在30-40歲左右；追求高品質生活，喜歡社交。用戶60%為男性，年齡在25-45歲區間，企業經理及白領居多，喜歡社交，興趣廣泛邁騰邁騰中等社會階層，30-40歲男性，對生活充滿激情，享受品質生活CCCC注重時尚外觀，年齡在20-30歲左右，緊追潮流生活，男性為主，對生活充滿激情JettaJettaBoraBoraIn the pursuit of fashion and practical consideration, between 20 to 40 years old, male, co

45、llege degree or above, more theC-TREKC-TREKGolfGolfGolf Golf sportvansportvanSagitarSagitarMagotanMagotanCCCCUsers analysis Faw - Volkswagen models target user groups pursuit of practical and economical efficiency The user 70% male, age between 25 to 35 years old, rational consumption but also chase

46、 fashion Younger users, 25 to 35 years old, male, Have a modern and trendy way of life, the pursuit of quality life User age 25 to 35 years old, mature, good education, the majority enterprise white-collar; The pursuit of internal quality Typical for men, the more the user age at about 30 to 40 year

47、s old; The pursuit of high quality life, like social networking. Users 60% male, aged 25 to 45, interval, enterprise managers and white-collar, like social, wide interests Middle class, 30 to 40 years old of men, to the life full of passion, enjoy quality life Pay attention to the fashionable appear

48、ance, aged 20 to 30 years old or so, chasing fashion life, men, for life is full of passion 微信群體與一汽微信群體與一汽- -大眾目標客戶大眾目標客戶群體共性特征群體共性特征喜歡社交，追求喜歡社交，追求時尚、休閑的時尚、休閑的高品質生活高品質生活用戶以男性為主用戶以男性為主用戶年齡用戶年齡80后、后、90后居多后居多微信用戶群與一汽微信用戶群與一汽- -大眾車型目標大眾車型目標群體有著較多的共性，通過微信線群體有著較多的共性，通過微信線上營銷提升客戶體驗成為一種上營銷提升客戶體驗成為一種不錯的選擇。不錯

49、的選擇。用戶群分析小結用戶群分析小結Users analysis summary WeChat group and faw Volkswagen to common features of the target customer groups Like social networking, the pursuit of fashion, leisure, the high quality of life The user is given priority to with men After users after age 80, 90 WeChat user base and faw Vol

50、kswagen models target groups are more common, through WeChat online marketing of improving customer experience to become a good choice. CONTENT目錄PART 1PART 2PART 3PART 4項目背景項目背景項目策劃項目策劃項目執行項目執行效果分析及總結效果分析及總結PART 5費用明細費用明細CONTENTPART 1PART 2PART 3PART 4project context Project planning Project impleme

51、ntation Result is analyzed and summarized PART 5Cost detail 2項目策劃項目策劃項目目的項目推進節奏項目創意項目概述2Project planning Project purpose Project to promote the rhythm Project ideas Description of project 聯合制造大事件，提升客戶體驗提升訂單提升訂單客戶體驗客戶體驗通過線上線下互動體驗，提升客戶滿意度集客造勢集客造勢品牌聲量品牌聲量項目目的項目目的活動事件的推廣為集客造勢，收集潛在集客，完成目標借助春雷行動和周年慶，結合線上線

52、下聯動，促進成交通過線上線下傳播，提升4S店和品牌在福州地區知名度和影響力Joint manufacturing big events, improving customer experience Project purpose Customer fellowshipThrough the online interactive experience, improve customer satisfaction Set the guest campaignCollecting promotion activity offensive potential customers, set goals

53、Boost salesBoost sales With the aid of heart operations, and anniversary, combined with online linkage to promote clinch a deal, promote sales, complete the order Brand volumeBy spreading online communication, improve the 4 s shops and brand influence and popularity in fuzhou area 項目概述項目概述微信關注、認證微信關

54、注、認證（完成（完成500500組）組）潛在客戶關注微信、老客戶完成會員認證微商城玩法豐富新穎微商城玩法豐富新穎線上搶拍/線上預約/工時折扣/禮品抽獎多重福利多重福利簽到禮/微信搖一搖/搶單禮/成交禮線上體驗線上體驗（互動兩輪（互動兩輪160160組）組）線下聯歡線下聯歡（完成訂單（完成訂單3535臺）臺）展現形式多樣展現形式多樣異業合作商現場秀/ AR支付寶搶紅包活動主題：活動主題：“18周年感恩季”福建福京線上線下客戶體驗暨春季KUN節活動活動時間：活動時間： 2017.03.01-03.17 線下活動地點：線下活動地點：福州世紀金源會展酒店異業合作商：異業合作商： 喬治巴頓軍事主題酒吧、

55、福州雍和會海鮮姿造活動形式及目標：活動形式及目標：Description of project WeChat attention, certificationPotential customer care WeChat, old customer to complete the member certificationMicro mall play rich novelOnline before online booking discount/hours/gift/drawMultiple benefitsSign in the ritual/WeChat shake/rob ChanLi c

56、linch a dealThe online experience Offline get-togethers Show a variety of formsDifferent industry partners live show/AR pay treasure to grab a red envelopeActivity theme: the 18th anniversary of Thanksgiving season - fujian fu jing online customer fellowship KUN and the Spring Festival Activity time

57、: 2017.03.01 03.17 activity location: fuzhou century exhibition grand hotel jin Different industry partners: George patton military theme bar, fuzhou pose to build harmony and seafood Activity form: 項目概述項目概述線上線下認證抽獎獎品郵寄到家工時折扣預約享折扣99元線下活動門票預存1 1、茶歇、茶歇2 2、座椅下方零食、座椅下方零食3 3、訂車進口食品、訂車進口食品、海鮮禮包海鮮禮包電影票/附件1

58、.8折限量搶拍進口紅酒水果酒啤酒AR紅包微信搖一搖0元競拍多重好禮搶單禮訂車禮金融禮線上線下客戶體驗提升線上線下客戶體驗提升搶拍搶拍抽獎抽獎折扣折扣預存預存吃吃喝喝玩玩購購online offline Certification of lucky drawThe prize mail homeTime discountTo make an appointment at a discount99 yuan tickets pre-existing offline activities 1, the tea2, seat beneath the snacks3, ordering food imp

59、orts, seafood gift bagThe ticket/accessories1.8 fold limited beforemported red wineFruit winebeerAR a red envelopeWeChat shake0 yuan biddingMultiple giftsRob ChanLiOrdering the ritualThe financial giftOnline customer experience ascension before Lucky draw discount Advance deposit eatdrink playpurcha

60、se Description of project 項目推進節奏項目推進節奏2月26日活動啟動會 STARTEnd3月1日-3月15日微信線上福利派送3月17日，線下活動聯誼3月15日完成異業聯盟招募、線下活動邀約2月28日完成展廳布置及微信推廣Project to promote the rhythm On February 26nd,Activities canSTARTEndOn March 1st - March 15WeChat online welfare delivery On March 17, offline activities fellowship On March 15