[摘要] 福田汽车经销商实践互联网020出奇制胜
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif"> 10RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">月RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">29RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">日RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">-10RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">月RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">30RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">日，福田汽车携手一猫汽车网在兰州大润发广场举办了一场颇具规模的RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">“RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">买车帮RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">”RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">活动。福田汽车集团旗下经销商RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">——RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">甘肃双远汽车销售服务有限公司参与了此次活动，涉及的活动车型涵盖了福田伽途RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">TRD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">系列、伽途RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">VRD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">系列和伽途RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">ixRD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">系列。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">对于网络营销活动，甘肃双远汽车销售服务有限公司之前已参加多次，但是实际的销售成果并不明显。此次能否提升数字营销转化率，充分利用RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">“RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">买车帮RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: Helvetica, sans-serif">”RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">这类线上活动的政策利好，对经销商而言无疑是一个不小的挑战。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px;BACKGROUND-COLOR: rgb(255,255,255)"> 1RD-WRAP: break-word">经销商网销问题诊断
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px"> RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">该店之前对数字营销业务流程和核心管控点缺乏了解，导致数字营销业绩一直没有突破。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">具体而言，有如下问题亟待解决：RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: -18pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10pt;FONT-FAMILY: Wingdings;COLOR: rgb(62,62,62)">§RD-WRAP: break-word;FONT-SIZE: 7pt;FONT-FAMILY: "Times New Roman";LINE-HEIGHT: normal;font-stretch: normal"> RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">网销人员业务能力和积极性欠佳，对于线上销售线索的跟进不及时、不，导致对线上销售线索的处理转化不力，形成恶性循环。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: -18pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10pt;FONT-FAMILY: Wingdings;COLOR: rgb(62,62,62)">§RD-WRAP: break-word;FONT-SIZE: 7pt;FONT-FAMILY: "Times New Roman";LINE-HEIGHT: normal;font-stretch: normal"> RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">线上集客手段单一，不了解网络接触渠道和互联网营销知识，导致相关信息不能有效触达目标人群。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: -18pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10pt;FONT-FAMILY: Wingdings;COLOR: rgb(62,62,62)">§RD-WRAP: break-word;FONT-SIZE: 7pt;FONT-FAMILY: "Times New Roman";LINE-HEIGHT: normal;font-stretch: normal"> RD-WRAP: break-word;FONT-SIZE: 10.5pt;FONT-FAMILY: 微软雅黑, sans-serif">绩效考核没有下沉到网销人员层面，缺乏对于线索转化指标的激励与考核。
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px;BACKGROUND-COLOR: rgb(255,255,255)"> 2RD-WRAP: break-word">经销商网销改进措施
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> 2016RD-WRAP: break-word;FONT-SIZE: 10.5pt">年，福田汽车大力推进经销商互联网营销建设。从提升网销人员素质和改进网销业务模式两个方面，全面提升经销商互联网营销水平。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-SIZE: 10.5pt">DCCRD-WRAP: break-word">RD-WRAP: break-word;FONT-SIZE: 10.5pt">数字业务培训RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">在活动前期，媒体工作人员到店进行了深入的指导培训，培训内容包括线上导流后台的操作、客户前期的邀约、线下集客的引导等，从现场所需的物料，到场地的搭建，再到人员安排、现场协调调度等等，都做了详细的部署和安排，同时针对如何在活动现场吸引客户进行留资、如何邀约客户，如何对客户进行线索跟踪等进行了细致的辅导，将他们在大量汽车巡展活动中积累的经验分享给我们。通过媒体的入店培训，有效开拓了店内销售人员的营销思路，改变之前固化保守的销售手段。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word">RD-WRAP: break-word;FONT-SIZE: 10.5pt">推进线上线下结合网销业务模式RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">一猫汽车网的 “买车帮”活动，是典型的线上线下结合网销业务模式。通过媒体自有资讯平台和媒体电商平台联合运作，沉淀、转化出优质的意向客户，再通过现场活动，打造一个易做出购车选择的场景，形成用户从关注到交易的互联网营销活动。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt">“买车帮”活动主要分为线上集客传播和线下车展活动两个阶段。在线上集客阶段，经销商撰写互联网广告软文并借助媒体的汽车资讯平台以及当地传统媒体进行联合推广，共收集销售线索RD-WRAP: break-word">160条，成功邀约RD-WRAP: break-word">30余组客户。在车展活动阶段，通过精心布展并借助媒体提供的礼品进行集客宣传，不但成功吸引RD-WRAP: break-word">50多名客户留资，更成功转化了竞品用户。在购车活动现场，在礼品和活动氛围的影响下客户购车意向明显高于销售展厅。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">以购买伽途RD-WRAP: break-word">ix5的客户崔威峰先生为例，崔先生就是通过一猫汽车网手机移动端广告报名，经由经销商电话邀约到店看车，在车展现场支付定金并完成购车。经过了解，崔先生是一名个体用户，准备购买一台运货载人两用车型，前期经人推荐了三款车型，分别为长安欧尚、五菱宏光和福田伽途，对五菱宏光购买意向较强烈，但崔先生在手机上看到了伽途的促销广告后，促销政策吸引了崔先生留下联系方式。在经销商热情的邀约下，崔先生到达了活动现场并参与了订车抽奖活动终完成了购车。
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px;BACKGROUND-COLOR: rgb(255,255,255)"> 3RD-WRAP: break-word">终成果RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21.35pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">近一周时间，数字营销成交业绩取得重大突破！
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/25px Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0px;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21.35pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/19.2pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;LINE-HEIGHT: 28px;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word">案例总结RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">此次活动是经销商在汽车电商领域的一次有益尝试，不止吸引大量客户参与活动并实现成交，更成为一场生动的数字营销实战课。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt">按照以往固有的思维，线下经销商对线上线索抱有的是一种怀疑的态度，对线上的线索回访跟进不够，以至于销售人员对线上线索的处理、转化不力，形成恶性循环。通过对福田汽车甘肃双远汽车销售服务有限公司的案例，我们可以总结出一些网销的技巧和规律。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">互联网营销首先要学习互联网和营销知识，了解客户网络接触渠道和习惯。在互联网传播方面，除利用集采平台媒体发布促销稿件外，还通过微信公众号、新浪微博官RD-WRAP: break-word">V，腾讯微博官RD-WRAP: break-word">V，及腾讯RD-WRAP: break-word">QQ企业号进行免费宣传及推广。并建立了已购车用户朋友圈，通过分享经济的作用建立了老客户带动新客户购车的销售模式。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> RD-WRAP: break-word;FONT-SIZE: 10.5pt">其次要“建立个小目标”，将目标进行分解到网络销售人员身上，根据目标设立考核机制，用激励刺激网销人员的积极性。在跟进销售线索方面做到“稳准狠”，通过制定客户邀约话术、促销话术、竞品对比话术来刺激客户购买欲望，同时采取定点定时邀约的方式促进客户到店看车。在甘肃双远汽车销售服务有限公司的实践中，可以发现对线上线索进行重点邀约和跟踪后，转化率有效的得到了提升。RD-WRAP: break-word"> RD-WRAP: break-word">
RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/21pt Tahoma, Helvetica, SimSun, sans-serif;PADDING-LEFT: 0px;MARGIN: 0cm 0cm 0pt;WIDOWS: 1;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-SIZE: 10.5pt">RD-WRAP: break-word;FONT-FAMILY: Helvetica, sans-serif;BACKGROUND-COLOR: rgb(255,255,255)"> O2ORD-WRAP: break-word;FONT-SIZE: 10.5pt">形式的互联网营销活动日益火爆，在“互联网时代，客户怎么引，如何促成成交”，这样一个难题需要经销商在不断的实践中摸索，特别是当把线上线下结合后，如何在数字营销、线索转化方面得到切实的提升，将是汽车经销商未来工作的重点。
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