Preliminary evaluation of several kinds of business models in automobile post market (next)

(above)

Three, Ctrip mode:

The so-called Ctrip mode is aimed at a vertical field, integrate downstream consumer resources and upstream supplier resources, build a platform for unified marketing, to the level of concessions, discounts or value-added services for a large number of consumer members to provide the industry integrated products or services. Ctrip model is to establish a horizontal client platform on the tourism industry chain, and then reverse match the resources of hotel and aviation industry from the client, and use its own Internet channel to improve the operation efficiency of hotel and aviation resources.

Aside from the advantages of team management, the success of the Ctrip model is mostly to look at the dispersed state of the hotel industry, and the dispersed passenger resources; for upstream, the traditional single enterprise marketing, or traditional and other door-to-door lead to a large number of service restrictions, and this for the Ctrip mode to talk discount to give reservation space, The lack of a strong unified marketing platform in the industry, and for downstream customers, dispersed demand leads to a unified platform for customers to integrate, comb, in order to obtain price discount. To put it bluntly, a person often goes to a strange city needs a platform to help him select hotels and get discounts, which is an important attraction to keep a large number of downstream customers.

Status quo: The success of the Ctrip model seems to give great confidence to the innovators of many traditional industries, and a large number of Ctrip-style replicators emerge. The automobile Industry Union UAA Club, the Automobile Alliance, the grand Insurance and so on is also this model practitioner. In 07, 08 These companies are very scenery, but also by the frequent attention of VCs. But now the scenery is no longer, the top two has not been, Shanda also because the insurance company directly access Terminal platform gradually lost the power of intermediary platform, the need for the backward market of other chain service transformation.

Pattern Analysis:

1, the integration of upstream services: Ctrip Integrated Hotel resources, although widely distributed, but have standardized, homogeneous characteristics. Prices can be clearly defined beforehand, and quality is ensured by the standardization of the industry. But the car service product has not yet been standardized, the most embarrassing is that the intermediary platform offers less discount than the member to go to the boss to engage in a relationship after the concessions.

2, downstream user needs: But the owner in the attempt to free intermediary Platform Club Services, for the continued service is not interested in, because the owner of the service point has a relative stability, and often in the field to change the city to find hotels, they are in their own home or near the company to find a relatively reliable service point is basically put aside the intermediary platform.

3, platform characteristics: the integration of upstream services is authoritative, objective perspective to recommend downstream services, and downstream membership is the weight of the upstream negotiations. Because these two points decide to build a platform for capital is in great demand. The success of the model is that there is a sustainable infusion of capital to expand the membership, and the sustainable development of the model is the control of the supplier, the supplier will always try to abandon you excluding your profits!

4, the profit point lies in several points: one is the transaction price difference, gives the supplier to the member discount and the supplier to the intermediary platform discount space. Second, the supplier of advertising, the third is to occupy the membership channel after the development of their own products sales revenue.

Solution: (abbreviated)

1, based on the existing industry services non-standard, through the intermediary platform to establish the authority in the downstream mind, establish a good faith benchmarking, seize the customer's heart to seize the profit. After the car market, there are too many things, and the online speech is not the same, the public said the right, the woman said she is reasonable.

2, based on existing industry services market gap, the introduction of its own products and services, to create an independent platform to obtain sustained profits. such as Ctrip, such as home, Han court and so on.

3, the automobile market industry is very wide, to find the point of the horizontal cut, from the point of the small cut, the integration of some of the current SMEs in the provision of services, fully concerned about the current automotive market popular franchise mode.

Iv. Community Media Models:

The model of community media is to gather a large number of members who have the potential of consumption through the online community, and to carry out various forms of profit point (online advertising, interactive marketing, offline activities).

Status: This type of model is divided into two ends, one end is the big car portal community, such as the Love card community, the car China community, the Pacific Motor community, the auto community, and so on, the other end is relatively small but influential independent car community, or dependent on other community car friends, such as on the bidding, polo Chi You, Mazda car friends and so on. The former because the main business income is the automobile manufacturer/4s Shop's entire vehicle marketing income, but has the strength/Resources support BBS Community's sentiment accumulation, but at present more stays in the entire vehicle manufacturer's advertisement revenue. The latter in the main focus on the online car after the market (including car beauty decoration, refitting, self-driving, etc.), due to the small operation can also live relatively moist.

Pattern Analysis:

1, the user needs: Because the car is a technical work, when the car mass popularization, most of the car owners are the knowledge or a half see, because information asymmetry, before the car, car owners have a large number of information needs, the same level of people in the Forum so that the creation of a strong stickiness, Caused the popularity of the car Friends Forum continued high, in the 07 before a lot of car friends forum up, it is easy to accumulate to a certain popularity, but after 08, a large number of car friends forum has also caused a diversion phenomenon. Research shows that the network media has become the car owners of the most important source of information sources.

2, the needs of the sponsors: the concentration of precision crowd on the upstream business is full of temptation, whether it is research market, or the whole vehicle marketing communications, in the community as long as can always find a group of opinion leaders, advertising investment is valuable. Of course, due to the pressure of competition, upstream manufacturers in the network media dissemination of data and form also gradually put forward requirements, from the past brand media to promote the gradual transition to the current demand for a significant increase in sales.

3, platform characteristics: the formation of Community platform needs a certain amount of time of the accumulation of popularity, in the media scarce early accumulation of popularity, and in the car media information flooding want to enter must have a certain core attraction (activity resources, authoritative influence, free resources, etc.); The Community media will find High-end brand customers of the big money, and small (offline owner activities, group buying activities) cost to earn too tired too hard.

Solution:

1, the promotion of online media value, to carry out a certain data mining, car site community also precipitated a lot of posts, if no one to sum up, the essence of the paste into the garbage.

2, do not easily completely adopt web2.0, this will disperse popularity, let the first person unprepared; BBS is chat hall, group is private room, personal blog space is everyone put a stall;

3, analysis of automotive market brand manufacturers of differentiated needs: such as b3m, Michelin, Shell's demand, and some new product manufacturers are not the same demand. In the BBS media competition period, the media value of the online community should be recognized after the automobile market brand manufacturers, the need for a certain combination of packaging, this can be used for reference to the real estate home in the field of House Owners Forum and fence Community two types of successful models.

Due to some of the enterprise core policies involved, the solution section is simply enumerated and limited.

Time relationship hastily worded, if the above involved enterprises have biased place, more welcome to explore or correct qq:20588456