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拥抱电商 汽车4S店不得不走的转型之路

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2015-07-24 12:03:07 转载来源: 网络整理/侵权必删

2015年以来,包括北京、上海在内的部分城市汽车4S店悄无声息的选择了关门,一些二三线城市的汽车4S店尽管费尽心思,但销量始终无法与过去的几年持平。而一些快人一步,选择与电商结盟的汽车4S店则享受到了互联网带来的商机

2015年以来,包括北京、上海在内的部分城市汽车4S店悄无声息的选择了关门,一些二三线城市的汽车4S店尽管费尽心思,但销量始终无法与过去的几年持平。而一些快人一步,选择与电商结盟的汽车4S店则享受到了互联网带来的商机。

“我们明明知道团车网会带走4S店的一部分收益,但我们不得不与团车网合作,他们代表了汽车产业未来的业态模式。”北京某品牌4S店销售总监表示。

这位负责人说,团车网的汽车团购活动所带来的消费者已经成为4S店最主要的客户来源之一,即使在新车售价上对消费者有所松动,但只要完成主机厂制定的季度或者年度销目标,4S店还是可以拿到厂家给予的奖励。

众所周知,汽车4S店的费用支出中包含了数量可观的市场费用,4S店通过广告、车友自驾游等一系列活动获取客户,这种传统的方式效率很低,获客成本则相对较高。与4S店不同的是,团车网通过互联网平台获得客户,以团购的方式获得比单一消费者更低的价格,最终促使消费者在4S店成交。

标签: 拥抱 电商 汽车 4S 不得不 走的 转型 之路


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