新闻动态--汽车4S店普遍问题

汽车4S店普遍问题∶在客户关系维护及广告营销中，连锁企业普遍遇到这样的问题
Common Problems for 4S Store: in customer relationship maintenance and advertising marketing, chain enterprises generally face such problems

汽车4S店普遍问题一：客户多，难以分类管理
Common Problem 1 for 4S Store: too many customers, difficult to have classified management

√在汽车4S销售行业，每家连锁店都有自己较固定的客户，需要独立于总部来管理。采用CRM（客户关系管理），不仅投资大，而且也不适合单个店面来使用维护。因此只能靠销售人员用excel、word等方式记录。
√In 4S sales industry, all the chain stores have their fixed customers, and thus they need to manage independently of the headquarters. With CRM (customer relationship management), it does not need large investment, but is also unsuitable for maintenance of single store. Therefore, the salesmen can only record the information by means of excel and word, etc.

√在客户管理及营销时，只能凭借销售人员的记忆（个别可能会形成文档记录），随着企业规模及市场占有率的提高，原始的客户管理方式满足不了企业的快速发展。
√When having customer management and marketing, it can only rely on the memory of the salesmen (very few will form file record). With the improvement of enterprise scale and market share, the primitive customer management mode can not meet the rapid development of the enterprises.

汽车4S店普遍问题二：广告投入大，见效不明显
Common Problem 2 for 4S Store: large advertising input, unobvious effect

√在会员制或客户较固定的行业，尤其是汽车4S店，广告不同于日用消耗品，采用电视广告等方式，主要目的在于提高品牌知名度，但业绩的稳步提升的基础还是在于现有客户的稳定消费。
√In the industry of membership or fixed customers, especially for 4S store, advertisement is different from daily consumables. By means of television advertisement, the main purpose is to improve brand popularity, while the steady improvement of business performance still relies on the steady consumption of current customers.

√近年"短信营销"的抢手，在于其低廉的投入能准确快速的到达消费者。现在的"企信通"需要企业与运营商签订协议，对公司规模、业务量都有需求，且手续较复杂。
√The favor on "short message marketing" in recent years is because its low input can reach the consumers accurately and rapidly. "ECS" needs the enterprises to sign contract with the operator, and it has requirement on company scale and business amount, with complicated formalities.