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      1. 深圳APP開發
        18038098791

        汽車后市場APP開發發展現狀及未來發展趨勢

        2018-02-11?瀏覽:?返回列表

        隨著移動互聯網的快速發展,汽車后市場互聯網化趨勢愈發明顯,后市場中諸多領域已經出現大量成熟的互聯網企業,他們通過互聯網思維和服務模式,優化和重塑傳統的服務體系,提升行業整體服務效率。近幾年,后市場在線服務滲透率不斷提升,尤其在養護、保險、金融、二手車等領域,在線服務被更多的用戶認知并接受。

        近年來,中國汽車后市場APP開發服務市場發展迅速,已經成為汽車后市場中核心組成部分之一,是對傳統后市場渠道、服務、 價格、效率等各方面的優化和升級。車后市場在線服務APP開發市場的發展離不開外部環境與內驅動力的作用。

        外部環境

        1)多項相關:政策的出臺,打破原有傳統服務及產品渠道格局,從2009年起,多項政策出臺刺激中國汽車消費市場高速發展,尤其1.6升及排量乘用車購置稅降低,極大促進中國汽車產 銷量保持快速增長,隨之汽車保有量也迅速提升,為中國汽車后市場提供充足市場容量和想象空間。另一層面,2015年開始,汽車零部件、維修技術等相關法規出臺,旨在打破維修、零部件市場壟斷情況,確保信息更加透明化,市場渠道多元化,讓汽車用戶自由選擇的權利。從刺激需求和規范秩序兩方面,雙管齊下,促進市場有序競爭。;

        2)汽車消費大眾化,消費升級帶動更多元化汽車消費,資本更關注市場分散但潛力巨大的后市場領域,近年來,中國汽車銷量增速逐漸放緩,但新車絕對銷售量仍保持較高水平,2017年達到2887.9萬輛。龐大的銷量基數反 應出市場仍有較大的需求。另一方面,中國汽車駕駛員數量依舊保持高速增長,而且市場駕考熱情高漲,平均每年新增駕駛人員接近3000萬人,新增駕駛人員將會成為重要的汽車市場發展動力。;

        3)大眾已經習慣線上服務模式,市場容量充足,截止2017年底,中國汽車保有量達到2.17億輛,增速仍保持10%以上,未來汽車保有量還將保持快速增長。中國龐大的汽車保有量,產生了巨大的維修保養、汽車美容、汽車保險、汽車用品等多元化服務需求。尤其對于汽車剛需的養護、保險 兩大業務,市場潛力更為突出。

        內驅動力

        1)用戶痛點頻現,價格 合理、高效便捷的模式需求明顯,在中國汽車后市場養護和車險服領域,傳統服務模式痛點頻現。傳統汽車養護中,配件質量、服務價格不透明,服務質量 和效率低,售后保障差等因素一直影響用戶體驗,在信息化、智能化時代,用戶對產品質量、價格,服務效率都有更高的要求,在線服務符合用戶需求。對于傳統車險,車險價格混亂、服務流程復雜、理賠周期長是長期存在的問題,在線車險有效地優化服務理賠流程,減少渠道、代理費用,真正做到讓利于民。;

        2)企業根據自身資源情況,切入不同垂直領域,核心業務也不盡相同,中國汽車后市場在線服務的快速發展離不開各類資源,合理利用和整合企業核心資源,提升用戶滿意度,打造在線服務優 勢。在線養護市場中,在線養護企業與更多品牌產品深度合作,獲取更低的產品價格,同時配套自有供應鏈建設以及全國性合作服務網絡,實現從上游供應到下游服務的完整覆蓋,通過互聯網、大數據、信息管理等技術支持,打造高品質、高性價比的服務體驗。在線車險市場中,在線服務平臺具備更強流量資源以及產品資源,獲取更多精準用戶,并提供更多產 品選擇,提升用戶購買、理賠等全方位體驗。

        3)同一垂直領域中,多種模式相繼出現,市場競爭激烈,業務范圍逐步擴大,服務質量及品質要求提升,在中國汽車后市場中,在線服務平臺和模式層出不窮,尤其移動互聯網的普及,汽車后市場中汽車養護、車險、二手車等 垂直領域在線服務開始快速發展。在汽車養護領域,綜合電商、自營型養護電商、廠商自建平臺、導流平臺等多種模式共 同服務市場,其業務范圍也從標準化汽車用品、保養服務,延伸至維修、美容、供應鏈等服務,從而提供更多、更好的服 務。在車險領域,多模式平臺入局,運營模式、目標用戶、商業目標不盡相同,但所有模式和服務均旨在打造更好的服務 體系,提升更優質的服務體驗。。

        中國汽車后市場產業鏈較長、業務板塊較多,目前絕大多數企業主要從某一垂直領域切入,拓展垂直領域資源與業務。隨 著移動互聯網的發展,汽車用戶逐漸嘗試并形成通過手機查詢汽車信息、查違章、購買汽車相關商品以及汽車保養服務等 內容。對于在線服務企業而言,立足自身核心業務,從垂直領域內逐步形成聚合服務平臺,進而在垂直領域中樹立品牌代 表性。然后再橫向拓寬上游資源合作,并配合線下資源服務,從而實現覆蓋多種服務功能,在平臺內容實現業務聯動,最 終形成汽車后市場在線綜合服務平臺,增強用戶粘性。

        汽車后市場眾多垂直領域非常依賴線下服務能力,尤其在汽車養護市場中,線下服務能力決定整體服務效率和品質,對用 戶選擇和體驗有重要影響。同時,新零售概念與模式正快速發展,更加重視線上服務、線下體驗以及現代物流的深度結合。 

        可見,對于傳統在線服務而言,線下服務能力顯得更為重要。目前,中國汽車后市場線下服務體系建設主要包括三大部分: 基礎建設、服務建設與品牌建設,三個部分緊密相連,缺一不可。其中基礎建設需要強大的資金與地推團隊支持,服務建 設需要良好合作、獎懲機制,只有較好的完成基礎建設與服務建設,才能實現良好的服務品牌。

        中國汽車后市場在線服務經過近幾年快速發展,各垂直領域已經積累大量用戶、企業運營數據。豐富的用戶數據主要包含 用戶車輛數量、線上行為數據以及線下服務相關數據,全方位展現出從用戶養車偏好和特征。同時,積累大量的銷售、物 流、渠道等多維度運營數據,與用戶數據相結合,智能優化內容運營效率,并推出更受用戶歡迎的產品與服務。

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