Vehicle enterprise user operation practice insight Report From Roland Berger
The following is the Vehicle enterprise user operation practice insight Report From Roland Berger recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report, Roland Berger .
China’s automobile market is in a critical period of transformation from quantity growth to quality improvement. User operation has become the “third pole” driving force for automobile enterprises to effectively participate in market competition in addition to product power and channel power. This report makes an in-depth analysis on the methodology and practice of vehicle enterprises’ user operation under the new supply and demand situation, and puts forward Roland Berger’s core insights such as “overall map of vehicle enterprise user demand points” and “one-stop strategy system for vehicle enterprise members”, aiming to provide reference and reference for vehicle enterprise user operation.
“User operating power” is the “third pole” driving force of automobile enterprises
Chinese consumers’ cognition of cars is gradually changing to the “third living space”, and the value dimension of user needs is also extending to the whole life cycle. Based on the brand traffic brought by traditional car related businesses, car enterprises need to expand the full-scale business including car use, car life and car ecology. The key to success is to cultivate the lean operation ability of “close relationship between brand and users” – that is, “user operation ability” with user needs as the core, so as to lay and consolidate the flow and trust foundation of users for the expansion of the brand to a broader business dimension.
Correct user operation should start from “user demand point”
Although user operation is not sales, it is a sales booster. The correct user operation must start from the perspective of the user demand point, through meeting the user demand, obtain the user’s recognition of the brand, promote the user’s growth in the “aarrr” system, and then enable the user to have a “spontaneous” purchase intention. However, inefficient or even wrong user operations often start from stimulating the transaction of a single business point and become disguised “sales marketing”.
Roland Berger “overall diagram of user demand points of automobile enterprises”
Based on the user operation and service experience of auto enterprises, Roland Berger first put forward the “overall map of user demand points of auto enterprises”, aiming to comprehensively sort out the main demand points of typical users for the brand and core business of auto enterprises from the perspective of industry commonness, and divide the demand points into “demand pain points” and “demand itch points” according to the demand level, so as to guide auto enterprises to identify the starting points of user operation and other businesses.
High value user group — automobile enterprise members and seed user operation
For the operation of members and seed users of high-value spires, car enterprises should start from the “demand itch point” in the overall map of demand points. Effective member and seed user operation can activate the activity of high-value groups, spontaneous value fission and re introduction, and even form a group of Koc (key opinion consumers) who spontaneously maintain and spread brand reputation.
Operation of members and seed users — one stop strategy system for members of Roland Berger automobile enterprises
Membership system is a bridge between brands and high-value users. Enterprises can take “brand plus” as the core to design the concept of membership system from the two dimensions of implementing enterprise strategy and meeting user needs. Guided by the concept, automobile enterprises should build a strategic framework of membership system including incentive guidance, platform touch, content resources, digital empowerment, etc., to guide the operation of members / seed users. At the same time, based on the leading user operation and service experience of automobile enterprises, Roland Berger put forward ten suggestions on the operation practice of the membership system of automobile enterprises, aiming to provide benchmarking reference and reference.
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