凱迪拉克CRM年度規(guī)劃方案(備份)

Cadillac2021CRMannualplan2021.12.022021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategyCRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel2021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategyCRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel2021工作總結(jié)回憶2021Review車(chē)主生命周期體驗(yàn)LifecycleExperience入會(huì)歡迎Welcome車(chē)主推薦MGM精品體驗(yàn)Boutique車(chē)主互動(dòng)ClubInteraction車(chē)主再購(gòu)Repurchase售后保養(yǎng)教育CarCare入會(huì)歡迎WelcomeCall長(zhǎng)問(wèn)卷調(diào)研Survey歡迎禮包Welcomepackage

俱樂(lè)部微信推薦

ThroughWeChat5000積分獎(jiǎng)勵(lì)Clubpointsasreward收到結(jié)合季節(jié)/活動(dòng)/的售后內(nèi)容推送Ownerstips

參加各類(lèi)精品購(gòu)買(mǎi)主題活動(dòng)Clubonlinemallcampaign參與俱樂(lè)部活動(dòng)moreparticipation發(fā)出更多聲音morevoice通過(guò)俱樂(lè)部微信、定向短信獲取專(zhuān)屬購(gòu)車(chē)資訊re-purchaseSMS/WeChatpost基于俱樂(lè)部微信的互動(dòng)分享平臺(tái)WeChatAsthekeyplatform2016年初規(guī)劃的新車(chē)主生命周期體驗(yàn)已經(jīng)落實(shí)到車(chē)主體驗(yàn)的每個(gè)流程LifecycleExperiencehasbeenoptimizedforthefirsttime2021工作總結(jié)回憶2021Review在車(chē)主推薦工程上，機(jī)制的優(yōu)化〔新增微信推薦渠道，并將推薦獎(jiǎng)勵(lì)更新為俱樂(lè)部積分〕帶來(lái)了銷(xiāo)量的顯著提升。Upgradedmechanism(withWeChatasthenewchanneland5000clubpointsreward)hasstimulatedthesales.2014成功推薦購(gòu)車(chē)Sales2520152014年全年

參與推薦車(chē)主863

人成功推薦購(gòu)車(chē)25

臺(tái)152%2015全年參與推薦車(chē)主1128人成功推薦購(gòu)車(chē)63

臺(tái)成功推薦購(gòu)車(chē)Sales63154%2016TillOct成功推薦購(gòu)車(chē)Sales1602016截至10月參與推薦車(chē)主1515人成功推薦購(gòu)車(chē)160臺(tái)車(chē)主推薦MGM2021工作總結(jié)回憶2021Review根據(jù)CCX統(tǒng)計(jì)，基盤(pán)車(chē)主再購(gòu)量在2021年已到達(dá)1,447臺(tái)，占當(dāng)年度總銷(xiāo)量的1.91%2021年CRM的再購(gòu)機(jī)制初建立，先后結(jié)合CT6和XT5的上市，吸引800+車(chē)主產(chǎn)生再購(gòu)意向并產(chǎn)生74臺(tái)銷(xiāo)售。CRMre-purchaseprogramwaskicked-offin2021andhascontributed74sales2021TillOct成功推薦購(gòu)車(chē)160臺(tái)2021截至10月參與再購(gòu)車(chē)主837人成功再購(gòu)購(gòu)車(chē)74臺(tái)20161-10再購(gòu)意向HandRaiser837成交Sales74CRM再購(gòu)工程Re-purchaseProject〔FromCEM〕車(chē)主再購(gòu)Re-purchase2021工作總結(jié)回憶2021Review根據(jù)CCX統(tǒng)計(jì)，別克雪佛蘭車(chē)主購(gòu)置凱迪拉克車(chē)輛數(shù)量在2021年已到達(dá)5,103臺(tái)，占當(dāng)年度總銷(xiāo)量的3.36%2021年先后結(jié)合CT6和XT5的上市，吸引600+車(chē)主產(chǎn)生再購(gòu)意向并產(chǎn)生26臺(tái)銷(xiāo)售。Buick&Chevroletcustomersin2021havecontributed26sales2021TillOct2021截至10月參與置換車(chē)主610人成功購(gòu)車(chē)26臺(tái)CRM再購(gòu)工程B&Cproject〔FromCEM〕20161-10購(gòu)車(chē)意向Newleads610成交Sales26別克雪佛蘭車(chē)主置換B&CUpgrade

2021工作總結(jié)回憶2021Review在CT6上市工程上，差異化的銷(xiāo)售鼓勵(lì)機(jī)制和精準(zhǔn)渠道溝通，取得了事半功倍的效果。Differentiatedsalesincentivemechanismandtargetedcommunicationhaveachievedfruitfulresults總銷(xiāo)售Totalsales

202凱迪拉克車(chē)主預(yù)售工程CT6Presalescampaign定金訂單Order：41交車(chē)Delivery:6彩信本錢(qián)：￥40,000凱迪拉克車(chē)主再購(gòu)工程O(píng)wnerCT6Repurchase新增銷(xiāo)售線索Newleads：261銷(xiāo)售Sales：56別克雪佛蘭置換工程B&CownerCT6purchase新增銷(xiāo)售線索Newleads：298銷(xiāo)售Sales：24招行貴賓金融工程CMBPlatinumCardholderFinanceCampaign活動(dòng)全部成交量TotalSales：114享受專(zhuān)屬金融優(yōu)惠方案的成交量Redeemedoffer:46博鰲官方用車(chē)騰訊拍賣(mài)AuctionsonTencentwebsite線上銷(xiāo)售Sales：2CT6上市營(yíng)銷(xiāo)CRM工程2021工作總結(jié)回憶2021Review車(chē)主參與度積極，短短20天吸引了近4K車(chē)主報(bào)名車(chē)主油耗口碑上升1)垂直論壇節(jié)油口碑上升2)大數(shù)據(jù)H5趣味性傳播低油耗數(shù)據(jù);3)

KOL自主內(nèi)容，目標(biāo)受眾評(píng)論踴躍3)與貼近車(chē)主用車(chē)生活的豐富內(nèi)容在各垂直平臺(tái)產(chǎn)出，吸引到車(chē)主積極參與DiversifiedinteractionwithownershassupportedtheWOMonfuelconsumptionATS-L節(jié)油PK賽易車(chē)網(wǎng)汽車(chē)之家PV:6,748UV:5,933Read：10732Read：生活小助手

100000+/玩車(chē)攻略53587/掌上生活

66623報(bào)名來(lái)源占比：PC:463WAP:3314經(jīng)銷(xiāo)商：3412021工作總結(jié)回憶2021Review品牌主導(dǎo)的體驗(yàn)式營(yíng)銷(xiāo)方式，收到強(qiáng)烈市場(chǎng)反響，刺激了銷(xiāo)售增長(zhǎng)。Experientialmarketinghasattractedmoreparticipationandstimulatedsales.3天3夜CT6準(zhǔn)車(chē)主體驗(yàn)CT63-DaysQuasiOwnerExperienceCampaign獲取總量TotalProspects7187到店Show-roomVisit1185全車(chē)型銷(xiāo)售Salesofallmodels（D+O）16814%16%獲取總量TotalProspects8351到店Show-roomVisit258全車(chē)型銷(xiāo)售Salesofallmodels（D+O）45VS16MYXTSlaunchandTestdriveCT63-DaysQuasiOwnerExperience17%3%整體銷(xiāo)售轉(zhuǎn)化率Overallsalesconversion0.5%整體銷(xiāo)售轉(zhuǎn)化率Overallsalesconversion2.3%2021工作總結(jié)回憶2021Review2021-6-6(firstpush)關(guān)注人數(shù)Follower：6,7432021-6-30關(guān)注人數(shù)Follower：48,27912monthsGrowth：41,5362021-6-30關(guān)注人數(shù)Follower：110,13012monthsGrowth：61,8512021-11-4關(guān)注人數(shù)Follower：166,3834monthsGrowth：55,195

YOYGrowth：132.7%〔AsofNov〕開(kāi)通至今關(guān)注人數(shù)不斷增長(zhǎng)ClubWeChatfollowershascontinuouslyincreased

俱樂(lè)部微信ClubWeChat2021工作總結(jié)回憶2021Review俱樂(lè)部微信：互動(dòng)內(nèi)容的增加，形式的多樣性改進(jìn)，從而帶來(lái)了車(chē)主活潑度，參與度的顯著提升Diversifiedinteractionhasimprovedownerparticipation開(kāi)放留言，聽(tīng)到更多車(chē)主的心聲Morevoicefromowners實(shí)用車(chē)主貼士，獲得車(chē)主青睞Popular

Carcaretips形式多樣的小互動(dòng)multiplewaysofinteraction在2021年，CRM工作取得了階段性的運(yùn)營(yíng)成績(jī)和效果1.初步完善車(chē)主生命周期體驗(yàn)流程LifecycleExperiencehasbeenoptimizedforthefirsttime2.精準(zhǔn)溝通幫助銷(xiāo)售增長(zhǎng)Differentiatedandtargetedcommunication

haveachievedfruitfulresults3.俱樂(lè)部的互動(dòng)內(nèi)容擴(kuò)充車(chē)主參與度活躍度提高Diversifiedinteractionhasimprovedownerparticipation填補(bǔ)車(chē)主用車(chē)體驗(yàn)漏洞增加車(chē)主關(guān)心工程穩(wěn)固品牌向心力積極拉攏現(xiàn)有車(chē)主吸引潛客群體并轉(zhuǎn)換為實(shí)際銷(xiāo)量通過(guò)豐富俱樂(lè)部?jī)?nèi)容聚攏車(chē)主穩(wěn)固了品牌和車(chē)主的關(guān)系In2021CRMhasachievedinitialeffectiveresults在2021年，CRM在現(xiàn)有工作的根底上，進(jìn)一步進(jìn)行整合和補(bǔ)強(qiáng)Furtherintegrationandimprovementin2021basedonBrandassetsandCurrentCRMmechanism整合優(yōu)化售前售中售后各體驗(yàn)觸點(diǎn)Integrateandoptimizethecommunicationonwholelifecycle2.提升實(shí)效

加強(qiáng)車(chē)主對(duì)品牌的好感和忠誠(chéng)度Strengthenownerloyalty3.刺激活躍度

俱樂(lè)部?jī)?nèi)容和互動(dòng)形式的再探索Improveownerinteraction針對(duì)現(xiàn)有體驗(yàn)進(jìn)行升級(jí)面對(duì)車(chē)主新體驗(yàn)要求進(jìn)行完善和擴(kuò)創(chuàng)進(jìn)一步打造品牌向心力讓車(chē)主對(duì)品牌產(chǎn)生更多的心理依靠通過(guò)更新和補(bǔ)充把內(nèi)容做得更加豐富和多彩2021年CRM工作目標(biāo)和方向TargetFor20212021年CRM工作目標(biāo)提升凱迪拉克客戶(hù)忠誠(chéng)度及口碑優(yōu)化售前、售中、售后全方位體驗(yàn)優(yōu)化俱樂(lè)部運(yùn)作年度車(chē)主再購(gòu)到達(dá)500臺(tái)年度車(chē)主推薦到達(dá)2000臺(tái)通過(guò)運(yùn)維凱迪拉克粉絲客戶(hù)及冷客戶(hù)數(shù)據(jù)庫(kù)，產(chǎn)出有效潛客，轉(zhuǎn)化率到達(dá)2%別克、雪佛蘭車(chē)主升級(jí)購(gòu)置凱迪拉克提升10%優(yōu)化俱樂(lè)部推送內(nèi)容，每周閱讀數(shù)提升10%2021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategy策略思考StrategyThinkingCRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel2021，銷(xiāo)量首破100000+車(chē)主人數(shù)持續(xù)擴(kuò)張2021,salesvolumebroke100000+forthefirsttime.MorepeoplejoininthegroupofCadillac車(chē)主的年齡結(jié)構(gòu)偏向年輕化25-35歲的年輕人群占比近半TheageofcarownerstrendstobeyoungerTheyoungergroupintherangeof25-35agestakesupnearly50%，tobethemaintargetsofCRMforcommunication首先，核心用戶(hù)的變化趨勢(shì)

Firstofall,thechangetrendsofcoreusersodp2021.09更積極的客戶(hù)群體Customergroupwithmoreenthusiasm因此，面對(duì)年輕化的CRM客戶(hù)群體，在具體的工作思路上也要有所變化Therefore,whenfacedwithyoungergroupofCRM,thespecificthinkingofworkshallbechanged更碎片化morefragmented更有創(chuàng)造力morecreative更有態(tài)度morepositiveattitude再結(jié)合CRM實(shí)際工作，看年輕的目標(biāo)人群特征

CombinedwiththeactualworkofCRM,lookatthecharacteristicoftheyoungergroup隨時(shí)隨地溝通Communicateanytimeandanywhere積極互動(dòng)，創(chuàng)造內(nèi)容Interactactively，createcontent與品牌理念有共鳴Resonatewithbrandidea傳統(tǒng)模式：?jiǎn)蜗駼2C品牌主動(dòng)輸出，用戶(hù)被動(dòng)接受未來(lái)趨勢(shì)：B2C2B品牌與用戶(hù)之間雙向互動(dòng)Traditionalmode:one-wayB2CThebrandactivelyoutputs,userspassivelyacceptFuturetrends:B2C2BTwo-wayinteractionbetweenbrandandusers在現(xiàn)有的CRM工作中我們需要讓用戶(hù)更多地成為CRM的主角更有利于提升他們的對(duì)品牌「忠誠(chéng)」和貢獻(xiàn)IntheexistingworkofCRM,WeneedtoallowtheuserstobethemainrolesofCRMItwillfacilitatetopromotetheir“l(fā)oyalty”andcontributiontothebrand.傳統(tǒng)CRM模式：?jiǎn)蜗駼2C從銷(xiāo)售+效勞為主品牌主導(dǎo)單向CRM品牌單向「膽識(shí)」內(nèi)容輸出固定流程下的互動(dòng)和體驗(yàn)利益獲取導(dǎo)向的調(diào)性未來(lái)CRM模式：B2C2B轉(zhuǎn)向共同創(chuàng)造價(jià)值品牌用戶(hù)共建CRM更多來(lái)自客戶(hù)的「膽識(shí)」內(nèi)容產(chǎn)出更民主，更有內(nèi)容創(chuàng)造的活動(dòng)形式體驗(yàn)與創(chuàng)造導(dǎo)向的調(diào)性TraditionalmodeofCRM:one-wayB2CMainlyonsales+serviceBranddominatesone-wayCRMThebrandoutputs“bold〞inone-wayInteractionandexperiencewithfixedprocessBenefit-orientedtonalityCRMmodeinfuture:B2C2BTurntocreatevaluestogetherBrandanduserscreateCRMtogetherMore“boldness〞contentsfromcustomersTheformsofeventstobemoredemocraticandwithmorecreativecontentsExperienceandcreativity-orientedtonalityB2C2B品牌與客戶(hù)共同創(chuàng)造價(jià)值，共建新美式豪華開(kāi)放：更多的雙向選擇Openess:moretwo-way鼓勵(lì)：更多的客戶(hù)產(chǎn)出Motivation:moreoutputfromcustomers2021凱迪拉克CRM的全年策略

2021annualstrategyofCadillacCRMThebrandandcustomerscreatevaluesandbuildnewAmericanluxurytogether2021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategy策略思考StrategyThinking如何實(shí)現(xiàn)「共建新美式豪華」Howtorealize‘CreatenewAmericanLuxurytogether’CRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel「膽識(shí)」是凱迪拉克與其他豪華品牌最核心的區(qū)別2017年又是品牌大年因此所有的新美式豪華體驗(yàn)都要表現(xiàn)出凱迪拉克的「膽識(shí)」“Bold”isthecoredifferencebetweenCadillacandotherluxurybrands2017isalsoagreatyearforthebrandThus,allthenewlyAmericanluxuryexperienceshallpresenttheboldnessofCadillac1.樹(shù)立一個(gè)共建新美式豪華的核心目標(biāo)

SetupacoretargettocreateanewAmericanluxurytogetherNewAmericanluxuryBrandactivitiesNewAmericanluxuryDrivingexperienceNewAmericanluxuryCustomercourtesyNewAmericanluxuryCarownergroup新美式豪華駕乘體驗(yàn)新美式豪華品牌活動(dòng)新美式豪華客戶(hù)禮遇新美式豪華車(chē)主群體膽識(shí)BOLD凱迪拉克CRM生態(tài)EcologyofCadillacCRM2.圈定多個(gè)2021年CRM主要資源，作為新美式豪華共建主要工程

ChooseseveralCRMmainresourcesasthemainprojectstocreatenewlyAmericanluxurytogether新美式豪華駕乘體驗(yàn)NewAmericanLuxuryDrivingExperience新美式豪華品牌體驗(yàn)AnewAmericanluxuriousbrandexperienceCRM：共建新美式豪華

CreatenewAmericanLuxurytogether新美式豪華車(chē)主群體CarownergroupswithnewlyAmericanluxury品牌層面BrandLevels美西創(chuàng)新之旅InnovationTourinUS凱迪拉克工廠參觀InnovationTourinUS經(jīng)銷(xiāo)商層面DealerLevels分區(qū)域分車(chē)型的落地活動(dòng)Implementationeventsvaryingbyregionsandcarmodels2021Vday2021Vday全車(chē)系節(jié)油大賽Fuel-SavingContestsofAllModels凱迪拉克車(chē)主講堂LectureroomsofCadillaccarowners風(fēng)范車(chē)主志Historyofstylishcarowners凱迪拉克車(chē)主俱樂(lè)部Cadillaccarowners'club品牌核心：膽識(shí)Bold所有工程基于凱迪拉克現(xiàn)有品牌資源進(jìn)行延展AllprojectsarebasedonCadillac;existingbrandresourcesareextending3.車(chē)主俱樂(lè)部：新美式豪華體驗(yàn)的優(yōu)化和制度的創(chuàng)新

Cadillacclub:optimismofexperiencewithnewlyAmericanluxuryandinnovationofsystemStep1：圍繞車(chē)主的用車(chē)生命周期，以新美式豪華為方向優(yōu)化體驗(yàn)和內(nèi)容Step1：OptimizetheexperienceandcontentswiththedirectionofnewlyAmericanluxurybasedonthelifecycleofcarusingbycarowners具有新美式風(fēng)范的交車(chē)儀式新美式風(fēng)范的俱樂(lè)部日常內(nèi)容呈現(xiàn)購(gòu)車(chē)一周年新美式慶祝禮遇車(chē)主推薦機(jī)制優(yōu)化車(chē)主再購(gòu)機(jī)制優(yōu)化Step2：大膽試點(diǎn)社群化方式，加強(qiáng)俱樂(lè)部的共建屬性Step2：Makeexperimentsboldlywiththemodeofcommunity,andstrengthenthenatureofclubtocreatetogether目的手段多領(lǐng)域多興趣車(chē)主圈層吸收更多車(chē)主群，車(chē)友會(huì)，與俱樂(lè)部共同開(kāi)展活動(dòng)，甚至可以自行組織地域性，根底性的車(chē)主活動(dòng)為品牌產(chǎn)出內(nèi)容找到更多的明星車(chē)主形象與故事〔結(jié)合風(fēng)范人物志〕，產(chǎn)出內(nèi)容3.Cadillacclub:optimismofexperiencewithnewlyAmericanluxuryandinnovationofsystemStep1：OptimizetheexperienceandcontentswiththedirectionofnewlyAmericanluxurybasedonthelifecycleofcarusingbycarownersTheceremonyofcardeliverywithnewAmericanstylePresenceofdailycontentoftheclubwithnewlyAmericanstyleOne-yearanniversaryofbuyingcarCourtesyofcelebrationwithnewlyAmericanstyleMGMmechanismoptimizationRepurchmechanismoptimizationStep2：Makeexperimentsboldlywiththemodeofcommunity,andstrengthenthenatureofclubtocreatetogetherPurposeMeasuresCircleofcarownerswithmulti-fieldsandinterestsAcceptmorecarownergroups,allianceofcarstoholdactivitieswiththeclubtogether,eventoorganizelocallycarowners’activitiesbythemselvesOutputcontentsforbrandFindmorestarsimagesandstorieswiththeircars(combinedwithhistoryofstylishfigures),outputcontents售前Pre-sales售中In-sales優(yōu)化銷(xiāo)售漏斗獲取更多高質(zhì)量的銷(xiāo)售線索提升客戶(hù)到店流量售后After-sales優(yōu)化車(chē)主體驗(yàn)提升忠誠(chéng)度活動(dòng)粉絲培育項(xiàng)目凱迪拉克車(chē)主推薦機(jī)制優(yōu)化凱迪拉克車(chē)主再購(gòu)機(jī)制優(yōu)化購(gòu)車(chē)一周年禮遇項(xiàng)目半年以上意向?yàn)槔錆摽屯旎仨?xiàng)目別克雪佛蘭車(chē)主升級(jí)置換項(xiàng)目4.在CRM全生命周期的觸點(diǎn)上，更多表達(dá)新美式豪華2021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategyCRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel1.新美式豪華的品牌體驗(yàn)123第一層級(jí)Firstlayer品牌層面Brandlevel第二層級(jí)SecondLayer品牌和經(jīng)銷(xiāo)商合作Brand+Dealer第三層級(jí)TheFoundation經(jīng)銷(xiāo)商層面Dealerlevel車(chē)主體驗(yàn)活動(dòng)層級(jí)對(duì)應(yīng)新美式豪華活動(dòng)AnewAmericanluxuriousbrandexperience美式創(chuàng)新之旅InnovationTourinUS〔新美式豪華的實(shí)地探訪體驗(yàn)〕凱迪拉克工廠參觀AvisittoCadillacfactory〔新美式豪華座駕如何誕生〕分區(qū)域分車(chē)型的落地活動(dòng)Implementationeventsvaryingbyregionsandcarmodels〔新美式豪華的生活場(chǎng)景體驗(yàn)〕〔分層級(jí)收費(fèi)〕〔分層級(jí)收費(fèi)〕新美式豪華品牌體驗(yàn)美式創(chuàng)新之旅（新美式豪華的實(shí)地探訪體驗(yàn)）凱迪拉克工廠參觀（新美式豪華座駕如何誕生）分區(qū)域分車(chē)型的落地活動(dòng)（新美式豪華的生活場(chǎng)景體驗(yàn)）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)傳統(tǒng)的品牌主導(dǎo)的游覽活動(dòng)以玩樂(lè)為主，對(duì)于品牌廣泛傳播的價(jià)值不大，也無(wú)法表達(dá)差異化元素一：品牌化的活動(dòng)Element1:brand-basedevents元素二：內(nèi)容產(chǎn)出Element2:contentoutput示例：袁游示例：SRX

66號(hào)公路旅行指南Traditionalbrand-ledsightseeingmainlyfocusonhavingfun,whichmeanslittletobroadbrandcommunicationandfailstoshowthedifference.Example:YuanYouExample:SRX

Atravelguidefor

No.66highway如何打造一次出色的新美式豪華之旅

Howto‘CreateanewAmericanTour’

游學(xué)：「美式創(chuàng)新之旅」Studytour:“InnovationTourinUS〞+產(chǎn)出=「凱迪拉克新美式豪華旅行指南」〔影像+手冊(cè)〕Output=atravelguideforCadillac’snewAmericanluxury(video+manual)改變傳統(tǒng)的休閑游屬性，讓「美式創(chuàng)新之旅」更有目的性Changetheleisuretravelnature,makethepurposeof“InnovationTourinUS〞morespecificB2C2B：把「美西創(chuàng)新之旅」打造成新美式豪華的標(biāo)桿行動(dòng)Make“InnovationTourinUS〞amodelactionfornewAmericanluxury1.明確產(chǎn)出目標(biāo)Clarifygoals2.嚴(yán)格選拔機(jī)制Stringentselectionmechanism3.頂級(jí)人物帶隊(duì)Ledbytop-levelfigures4.暢享新美式豪華EnjoythenewAmericanluxury新美式豪華品牌體驗(yàn)美西創(chuàng)新之旅（新美式豪華的實(shí)地探訪體驗(yàn)）凱迪拉克工廠參觀（新美式豪華座駕如何誕生）分區(qū)域分車(chē)型的落地活動(dòng)（新美式豪華的生活場(chǎng)景體驗(yàn)）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)以流水線參觀為主，缺少在「新美式豪華」概念下的整合，車(chē)主無(wú)法感受到凱迪拉克品牌的差異化簡(jiǎn)單的汽車(chē)工廠參觀，無(wú)法完全表達(dá)「新美式豪華」

Asimplevisittothecarfactorycannotfullyshowthe“newAmericanluxury〞永久感受凱迪拉克車(chē)主的榮譽(yù)感新美式豪華場(chǎng)景切身體驗(yàn)新美式豪華黑科技大開(kāi)眼界凱迪拉克的車(chē)Cadillac’sCars凱迪拉克的品牌理念Cadillac’sBrandConcept凱迪拉克的車(chē)主Cadillac’sCarOwners把從簡(jiǎn)單的參觀工廠，升級(jí)為一次完整的「新美式豪華體驗(yàn)」Focusonvisitingassemblyline,whichlackstheintegrationundertheconceptof“newAmericanluxury〞,thuscarownerscannotfeelthedifferenceoftheCadillacbrandUpgradethesimplevisittothefactorytoacomplete“newAmericanluxuriousexperience〞1.參觀代表新美式豪華的車(chē)輛制造Visitthecarmaking2.私享新美式豪華的主題旅程Enjoytheprivatethemejourney3.獲得新美式豪華象征的定制銘牌Obtainacustomizednameplate新美式豪華品牌體驗(yàn)美西創(chuàng)新之旅（新美式豪華的實(shí)地探訪體驗(yàn)）凱迪拉克工廠參觀（新美式豪華座駕如何誕生）分區(qū)域分車(chē)型的落地活動(dòng)（新美式豪華的生活場(chǎng)景體驗(yàn)）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)挖掘現(xiàn)有車(chē)主的調(diào)研數(shù)據(jù)，尋找活開(kāi)工程洞察點(diǎn)根據(jù)現(xiàn)有車(chē)主對(duì)活動(dòng)期許的調(diào)研我們發(fā)現(xiàn)愛(ài)車(chē)講堂，自駕游，財(cái)經(jīng)，家庭親子等活動(dòng)最受車(chē)主關(guān)注2021年11月車(chē)主app喜好調(diào)查報(bào)告Discovertheinvestigationandresearchdataofthecurrentcarowners,andlookfortheinsightsoftheeventitemsOnthebasisoftheinvestigationandresearchoncurrentcarowners’expectationstowardstheeventWefindthatlecturesoncarcaring,self-driving,finance,familyactivitiesetc.eventsareowners’mostconcernsCarowners’preferenceforappsNovember,2021結(jié)合具體在售車(chē)型特色和經(jīng)銷(xiāo)商落地需要進(jìn)行落地工程籌劃思考經(jīng)銷(xiāo)商分區(qū)域落地執(zhí)行新美式豪華的場(chǎng)景化體驗(yàn)CT6：圈層聚會(huì)XTS：親子美式運(yùn)動(dòng)ATS-L：運(yùn)動(dòng)健身XT5：都會(huì)探奇特別活動(dòng)：女車(chē)主專(zhuān)享以獎(jiǎng)勵(lì)機(jī)制，激勵(lì)車(chē)主在垂直論壇和社交平臺(tái)上發(fā)布體驗(yàn)作業(yè)產(chǎn)出新美式豪華體驗(yàn)內(nèi)容Takethefeaturesofspecificon-salecarmodelsandtheimplementationneedsofthedealersintoaccounttoplantheimplementationprojectDealersimplementbyregionsCT6圈層聚會(huì)：高端車(chē)主的新美式生活全體驗(yàn)

CT6circleparties:high-endcarowners’fullexperiencewithnewAmericanlifeCT6車(chē)主是凱迪拉克車(chē)主群體中的高端人士對(duì)于他們來(lái)說(shuō)，私密而豪華的圈層活動(dòng)最具有吸引力為CT6車(chē)主和潛客，定制一場(chǎng)綜合性的新美式圈層聚會(huì)ForCT6carownersandpotentialcustomers,customizeacirclepartywhichiscomprehensiveandhavethenewAmericanstyle圈層邀請(qǐng)交換試駕財(cái)富沙龍美式晚宴CT6carownersbelongtothehigh-endonesinCadillac’scarownersAndforthem,theprivateandluxuriouscircleactivitiesarethemostattractiveCircleinvitationExchangeautosFortunesalonAmericandinner都會(huì)創(chuàng)新場(chǎng)所包場(chǎng)體驗(yàn)Blockbookingforurbancreativeplaces風(fēng)范車(chē)主創(chuàng)意源頭探訪VisitthecreativityoriginoftheownersXT5都會(huì)探奇：高端文化藝術(shù)演出包場(chǎng)+知名車(chē)主私邸探訪

XT5urbancuriosity:makeablockbookingforhigh-endcultualandartisticperformances

+

payavisittothewell-knowncarowners’home讓「周五探奇」在更多區(qū)域落地：經(jīng)銷(xiāo)商選擇本地都市創(chuàng)新場(chǎng)所（文化展覽，藝術(shù)館，音樂(lè)會(huì)，科技館等），邀請(qǐng)XT5車(chē)主共同參與探訪鎖定都會(huì)創(chuàng)新場(chǎng)所Focusonurbancreativeplaces在車(chē)主中挑選正在主導(dǎo)較創(chuàng)新行業(yè)的區(qū)域領(lǐng)袖人物（科技，藝術(shù)，美食等），組織其他車(chē)主共同探訪他的創(chuàng)新工場(chǎng)，聽(tīng)取創(chuàng)新之道，彼此之間交流分享讓正在從事創(chuàng)新的車(chē)主展示自己的風(fēng)范HavecarownersshowtheirpassionXTS親子運(yùn)動(dòng)：以家庭為目標(biāo)，自制新美式新美式豪華運(yùn)動(dòng)體驗(yàn)

XTSfamilysports:familyasthetarget,self-makenewAmericanluxurioussportsexperience親子參與強(qiáng)化互動(dòng)，體驗(yàn)美式運(yùn)動(dòng)激情Strengthentheparent-kidinteractionandexperiencethepassionforAmericansports包下高端運(yùn)動(dòng)場(chǎng)所夯實(shí)品牌豪華印象Bookthewholehigh-endsportsspacetoconsolidatetheluxuriousimpressionleftbythebrandOption1–美式橄欖球通過(guò)兒童美式橄欖球培訓(xùn)課體驗(yàn)，讓凱迪拉克受眾們與孩子們結(jié)交一群赤誠(chéng)摯友，體驗(yàn)分擔(dān)艱辛、經(jīng)歷鏖戰(zhàn)、歡笑與共。AmericanfootballHaveCadillac’saudienceandtheirchildrenmakefriendsandsharedifficultiesOption2–棒球通過(guò)棒球擊打體驗(yàn)，讓凱迪拉克受眾們體驗(yàn)擊打解壓的快感，體驗(yàn)美式生活的別樣樂(lè)趣。baseballHaveCadillac’saudienceexperiencethepleasureofrelievingpressurebythefunbroughtbyAmericanlife.Option

3

-高爾夫結(jié)合凱迪拉克在高爾夫項(xiàng)目上的傳統(tǒng)，通過(guò)兒童與成人不同難度的高爾夫球體驗(yàn)，全面加強(qiáng)凱迪拉克品牌豪華感+高端受眾的定位認(rèn)知。GolfCombingCadillac’saudienceonGolf,reinforcethesenseofluxuryoftheCadillacbrand+theperceptionofhigh-endaudiencepositioningfromallaspectsthroughthegolfexperiencethatchildrenandadultsarefacedwithvarieddifficultyATS-L運(yùn)動(dòng)健身：以個(gè)人為目標(biāo)，開(kāi)展健身體驗(yàn)課程

ATS-L

SportsandFitness:DevelopIndividual-specificFitnessExperienceCourses與本地專(zhuān)業(yè)健身房進(jìn)行深度合作，每周包下健身房一個(gè)固定時(shí)段，邀請(qǐng)專(zhuān)業(yè)教練開(kāi)展針對(duì)車(chē)主的專(zhuān)業(yè)健身課程Workcloselywithlocalprofessionalgyms,reserveafixedtimeframeeveryweekandinviteprofessionalcoachestodevelopowner-specificprofessionalfitnesscourses.邀請(qǐng)專(zhuān)業(yè)教練在高端健身房開(kāi)展健身課程Inviteprofessionalcoachestogivefitnessclassesinhigh-endgyms在車(chē)主中選拔健身達(dá)人，分享健身經(jīng)驗(yàn)Selectfitnesstalentsamongownersandaskthemtosharetheexperience挑選具有準(zhǔn)專(zhuān)業(yè)健身實(shí)力的達(dá)人車(chē)主，幫助他針對(duì)普通車(chē)主生活設(shè)立日常健身小組，定期參加體育活動(dòng)，共享健身樂(lè)趣Selecttalentownerswithsemi-professionalfitnessexperienceandhelpthemsetupdailyfitnessgroupsforcommonowners,whichsharesthepleasureoffitness.針對(duì)女性車(chē)主創(chuàng)意DIY：女車(chē)主專(zhuān)享新美式豪華體驗(yàn)

Women-Owner-specificCreative

DIY:NewAmericanLuxuryExperienceexclusivetowomenowners女車(chē)主專(zhuān)項(xiàng)定制活動(dòng)Women-Owner-specificCustomEvents為日益增長(zhǎng)的凱迪拉克女車(chē)主定制更雅致的品牌活動(dòng)，展現(xiàn)女性?xún)?yōu)雅與品位ProvidecustomandmorerefinedbrandeventsforthegrowingnumberofCadillacwomenownerstoshowfemaleeleganceandtaste3種類(lèi)型的活動(dòng)可以根據(jù)需要有機(jī)結(jié)合或分開(kāi)舉辦Option2–油畫(huà)教室OilPaintingClassroom女車(chē)主齊聚油畫(huà)教室，通過(guò)對(duì)實(shí)物造型和色彩運(yùn)用打下的繪畫(huà)基礎(chǔ)，提高女車(chē)主的藝術(shù)修養(yǎng)和審美水平。Option3–DIY手工DIYHandcraft女車(chē)主制作出的一件件DIY手工，不僅象征著她們的心靈手巧，更可通過(guò)贈(zèng)送好友增進(jìn)親友間的溝通。Option1–手沖咖啡FilterCoffee咖啡豆的品種、研磨程度、水質(zhì)與水溫、注水手法、滴濾時(shí)間等因素，決定了一杯咖啡的好壞，更透露著女車(chē)主的優(yōu)雅與品位。品牌挑選出色的DIY作品進(jìn)行選登和公益拍賣(mài)用凱迪拉克女車(chē)主的才藝為背書(shū)，以女性角度展現(xiàn)新美式豪華之美新美式豪華的藝術(shù)呈現(xiàn)ArtisticPresentationoftheNewAmericanLuxury新美式豪華的創(chuàng)意人物CreativeCharactersoftheNewAmericanLuxury新美式豪華的人文關(guān)心HumanisticCareoftheNewAmericanLuxury結(jié)合2021年凱迪拉克品牌與MOMA合作的契機(jī)，在女車(chē)主專(zhuān)項(xiàng)活動(dòng)中，開(kāi)設(shè)MOMA專(zhuān)場(chǎng)：藝術(shù)家與車(chē)主同場(chǎng)創(chuàng)作優(yōu)秀作品俱樂(lè)部積分拍賣(mài)拍賣(mài)所得折換資源捐贈(zèng)公益Thebrandpicksoutexcellent

DIYworksforpublishmentandcharityauctionWithCadillacwomenowners’talentsasendorsement,showthebeautyoftheNewAmericanLuxuryfromafemalepointofview2.新美式豪華的駕乘體驗(yàn)NewAmericanLuxuryDrivingExperience12第一層級(jí)Firstlayer品牌層面Brandlevel:第二層級(jí)TheFoundation經(jīng)銷(xiāo)商層面Dealerlevel：根據(jù)品牌指導(dǎo)，結(jié)合地方特色，舉辦各類(lèi)車(chē)主體驗(yàn)活動(dòng)。車(chē)主體驗(yàn)活動(dòng)層級(jí)OwnerExperienceEventLevel對(duì)應(yīng)新美式豪華活動(dòng)IncorrespondencewiththenewAmericanluxuriousevents2021Vday〔新美式豪華座駕的性能表現(xiàn)〕全車(chē)系節(jié)油大賽Fuel-SavingContestsofAllModels〔新美式豪華座駕的科技水準(zhǔn)〕凱迪拉克車(chē)主講堂LectureroomsofCadillaccarowners〔新美式豪華的駕乘體驗(yàn)〕新美式豪華駕乘體驗(yàn)2017

Vday（新美式豪華座駕的性能表現(xiàn)）全車(chē)系節(jié)油大賽Fuel-SavingContestsofAllModels（新美式豪華座駕的科技水準(zhǔn)）凱迪拉克車(chē)主講堂LectureroomsofCadillaccarowners（新美式豪華的駕乘體驗(yàn)）作為當(dāng)下最受車(chē)主歡送的活動(dòng)之一

Vday在2021年可以在CRM范圍內(nèi)進(jìn)一步拓展

Asoneofthemostpopulareventsamongtheowners,

Vdayof2021allowstheCRMtofurtherdevelop

欣賞：看Vday現(xiàn)場(chǎng)演出Sightseeing:watchVdayLiveperformances購(gòu)物：買(mǎi)Vday精品Shopping:buyVdayboutiques玩樂(lè)：參與屬于我的VdayEntertainment:participatein“myown〞Vday欣賞：看Vday現(xiàn)場(chǎng)演出Sightseeing:watchVdayLiveperformances在家門(mén)口看Watchathome尊享現(xiàn)場(chǎng)VIP待遇購(gòu)物：買(mǎi)Vday精品

Shopping:buyVdayboutiques邀請(qǐng)車(chē)主參與Vday周邊設(shè)計(jì)：官方發(fā)起制作難度較低，流程較短的Vday產(chǎn)品設(shè)計(jì)活動(dòng)，如旗幟，體恤衫定制等優(yōu)秀作品由凱迪拉克官方生產(chǎn)，利潤(rùn)一局部歸設(shè)計(jì)者所有Invitetheownerstoparticipatein

Vday

design:Officiallylaunchlow-complexityandshort-process

Vday

productdesignevents,suchasflagandT-shirtcustomizationOutstandingworkswillbeproducedofficiallybyCadillac,andpartoftheprofitsgotothedesigners玩樂(lè)：參與屬于我的VdayEntertainment:participatein“myown〞Vday車(chē)主Vday戰(zhàn)隊(duì)方案：聯(lián)合區(qū)域影響力較大的ATS-L車(chē)友會(huì)，共同建立第一批車(chē)主Vday戰(zhàn)隊(duì)在Vday現(xiàn)場(chǎng)，平安性得到保證的情況下，為看臺(tái)上的親朋好友大展車(chē)技并與頂級(jí)車(chē)手同臺(tái)切磋OwnersVdayFleetProject:UnitewithlargeandinfluentialregionalATS-LautoclubsandcreatethefirstOwnersVdayFleetAtthesceneofVDAY,providedthatthesecurityisguaranteed,ownerscanputtheirdrivingskillstofulldisplayfortheirrelativesandfriendsinthestandsandcompetewithtopracers新美式豪華駕乘體驗(yàn)2017

Vday（新美式豪華座駕的性能表現(xiàn)）全車(chē)系節(jié)油大賽Fuel-SavingContestsofAllModels（新美式豪華座駕的科技水準(zhǔn)）凱迪拉克車(chē)主講堂LectureroomsofCadillaccarowners（新美式豪華的駕乘體驗(yàn)）給我們的啟示：1.車(chē)主對(duì)用車(chē)生活密切相關(guān)的CRM活動(dòng)參與熱情較高2.打通CRM之外的環(huán)節(jié)，利用安吉星等品牌資源，拓展豐富活動(dòng)機(jī)制3.通過(guò)這類(lèi)活動(dòng)，改變消費(fèi)者偏見(jiàn)，提升品牌形象和產(chǎn)品口碑的傳播InspirationforUs:Ownersactivelyparticipatein

CRM

eventsthatarecloselyrelatedwithvehicleserviceConnectwithnon-CRM

segments,usingbrandresourceslikeOnstartoexpandandenricheventmechanismsChangeconsumerprejudice,improvebrandimageandpromoteproductreputationthroughthiskindofevent2021年，ats-l車(chē)主節(jié)油大賽獲得良好反響2021ATS-LOwnersOil-SavingContestturnedouttobeverysuccessful2021，凱迪拉克車(chē)主節(jié)油大賽全面升級(jí)更多參與車(chē)型Moremodelsinvolved更多互動(dòng)玩法Moreinteractiveplaystyles更多榮譽(yù)獎(jiǎng)勵(lì)Morehonorrewards分車(chē)型舉辦節(jié)油大賽：凱迪拉克現(xiàn)有4款主要車(chē)型均參加比賽。建議每個(gè)季度1個(gè)車(chē)型細(xì)分的評(píng)選制度：以城市區(qū)分：不同城市交通狀況天差地別，可以按城市決出不同冠軍以時(shí)間區(qū)分：許多車(chē)主未必有條件全程參與活動(dòng)，每天都注重節(jié)油，因此可以評(píng)選周冠軍和月冠軍，最后評(píng)選出季度冠軍1.層級(jí)更豐富的實(shí)物獎(jiǎng)勵(lì)：包括凱迪拉克精品，保養(yǎng)優(yōu)惠券等，都可以參加獎(jiǎng)勵(lì)中，為更多車(chē)主提供福利2.榮譽(yù)至上的精神獎(jiǎng)勵(lì)：優(yōu)秀車(chē)主可進(jìn)入風(fēng)范人物志，由官方協(xié)助，產(chǎn)出風(fēng)范駕駛內(nèi)容，并發(fā)布在官方渠道和垂直媒體上2021CadillacOwnersOil-SavingContestAll-RoundUpgradeModel-basedFuel-SavingContest:Cadillaccurrentlyhave

4

mainmodelstojointhegame.Suggestion:onequarterfor1

modelSelectionSystemSegmentation:City-based:Trafficconditionsvarygreatlyaccordingtocities,thereforewecandecideonthechampionsbycityTime-based:Manyownersmaynothavetheconditionstoparticipateinthefullcourseofanevent,orpayattentiontofuel-savingeveryday,thereforewecanselectweekchampionsandmonthchampions,andfinallyselectquarterchampions1.

IncreasedVarietiesofMaterialRewards:ThingslikeCadillacboutiquesandmaintenancecouponsarealsoaddedtotherewardssothatmoreownerscanbenefitfromtheevent2.

MoralRewardsforSupremeSenseofHonor:Outstandingownerscanbelistedasstylecharacters.Providethemwithofficialassistance,helpingthemproducedrivingstylecontent,andpublishitinofficialchannelsandverticalmedia新美式豪華駕乘體驗(yàn)2017

Vday（新美式豪華座駕的性能表現(xiàn)）全車(chē)系節(jié)油大賽Fuel-SavingContestsofAllModels（新美式豪華座駕的科技水準(zhǔn)）凱迪拉克車(chē)主講堂LectureroomsofCadillaccarowners（新美式豪華的駕乘體驗(yàn)）針對(duì)大量新增的凱迪拉克車(chē)主，定期在4S店舉辦用車(chē)相關(guān)的風(fēng)范講堂：InviewofthelargenumberofnewCadillacowners,Usedealerstogiveregularstylelecturesoncarservice:1.邀請(qǐng)專(zhuān)業(yè)講師和資深凱迪拉克車(chē)主，對(duì)用車(chē)細(xì)節(jié)功能的相關(guān)指導(dǎo)InviteprofessionallecturersandseniorCadillacownerstoprovideguidanceondetailedcarservicefunctions2.現(xiàn)場(chǎng)演示換輪胎，洗車(chē)等。鼓勵(lì)車(chē)主更多自己動(dòng)手參與，正確保養(yǎng)愛(ài)車(chē)Giveon-sitedemonstrationsoftirereplacementandcarwashing,etc.Encouragetheownerstoparticipateinandpracticewithpropercarmaintenance新車(chē)主的講堂–新美式豪華駕乘的初階體驗(yàn)

NewOwnersAuditorium–NewAmericanLuxuryEntry-LevelDrivingExperience你是否已經(jīng)了解你的愛(ài)車(chē)上的所有功能？你是否渴望在平安的根底上提升駕駛樂(lè)趣？Doyouknowallthefeaturesofyourcar?Areyouexpectingmoreofyourdrive(onasecuritybasis)?2021年回憶&2021年目2021Review&2021Target年度策略AnnualStrategyCRM執(zhí)行規(guī)劃CRMExecutionPlan車(chē)主俱樂(lè)部?jī)?yōu)化執(zhí)行規(guī)劃ExecutionPlanofCadillacClubOptimization銷(xiāo)售漏斗解決方案優(yōu)化OptimizationofSolutionforPurchasefunnel展現(xiàn)新美式豪華的第一聲問(wèn)候

thefirstgreetingFromanewamericanluxurybrand車(chē)主歡送禮的意外驚喜——AsurpriseforCadillacownerinthewelcomegift——通過(guò)車(chē)內(nèi)的BOSE音響，收獲一份凱迪拉克中國(guó)副總裁AndreasSchaaf的welcomevoice，開(kāi)啟我的全新風(fēng)范旅程ThroughtheBOSEaudioinside,IhearthegreetingmessagefromAndreasSchaaf,thevicepresidentofCadillacChina,andstartmynewstylejourney優(yōu)化推薦機(jī)制：蜜月期的誘惑

optimizerecommendationmechanism:temptationinHoneymoon在蜜月期，和朋友分享新美式豪華體驗(yàn)SharenewAmericanluxuryexperiencewithfriendsduringhoneymoon在我對(duì)新車(chē)懷有最高熱情的時(shí)候，凱迪拉克讓我有時(shí)機(jī)和朋友一起分享喜悅。WhenIhavethemostpassionfornewcar,Cadillacgivemethechancetosharejoywithfriends.新車(chē)主每到交車(chē)后第三個(gè)月，都會(huì)收到來(lái)自品牌的問(wèn)候和推薦朋友的邀請(qǐng)。NewownerswillreceivethegreetingfromCadillacandtheinvitationtomakerecommendationsinthethirdmonthaftertakingthecar.車(chē)主每次成功推薦朋友購(gòu)車(chē)，不僅能夠獲得俱樂(lè)部的積分獎(jiǎng)勵(lì)，同時(shí)還會(huì)被優(yōu)先邀請(qǐng)參與各類(lèi)以老帶新的新美式豪華體驗(yàn)活動(dòng)。Everytimerecommendedsuccessfully,ownerscangetpointsoftheclubasreward,aswellaspriorinvitationtodifferentexperienceactivities.來(lái)自俱樂(lè)部的周年問(wèn)候

GreetingfromClub'sanniversary一周年的悉心關(guān)心Greatcareofanniversary即使已經(jīng)過(guò)去了365天凱迪拉克對(duì)我和愛(ài)車(chē)的關(guān)心依舊Cadillackeepcareformeandmycarevenafter365days.交車(chē)一周年，車(chē)主收到來(lái)自俱樂(lè)部的周年問(wèn)候和關(guān)心禮遇〔OPTIION：1〕根底保養(yǎng)買(mǎi)三贈(zèng)一2〕精品購(gòu)置優(yōu)惠3〕結(jié)合售后忠誠(chéng)度工程〕。Ownerswillreceiveanniversarygreetingandgift(OPTION:1.basicmaintaincebuythreegetonefree,2.discounts,3.relatedtoroyaltyproject)再購(gòu)優(yōu)享新美式豪華體驗(yàn)

Benefitsforrepurchasenewamericanluxuryexperience過(guò)去三年體驗(yàn)讓我認(rèn)可并再次選擇這個(gè)品牌Theexperienceinlastthreeyearsletmeapproveandchoosethisbrandagain從產(chǎn)品到效勞，從駕駛體驗(yàn)到全方位體驗(yàn)，我都能體驗(yàn)到什么叫新美式豪華Fromproductstoservices,fromdrivingexperiencetoallaspects,IcanfeelwhatisthenewAmericanluxury.車(chē)主交車(chē)第三年，再次收到來(lái)自品牌的問(wèn)候和再購(gòu)禮遇。車(chē)主再購(gòu)成功不僅能獲得積分獎(jiǎng)勵(lì)，更能優(yōu)先或優(yōu)惠參與各類(lèi)新美式豪華體驗(yàn)。OwnerswillgetgreetingfromCadillacandrepurchasecourtesyinthethirdyears.Repurchasecanbringpointsrewardandpriorchanceordiscountfordifferentactivities.微信內(nèi)容延續(xù):車(chē)主最喜愛(ài)的內(nèi)容進(jìn)行創(chuàng)作EXTENDWECHATCONTENT:INDITEOWNERS'FAVOURITECONTENT凱迪拉克車(chē)主FAMILYSALE，優(yōu)享員工價(jià)購(gòu)CT646621車(chē)主禮遇：凱迪拉克發(fā)光懸浮輪轂徽標(biāo)限時(shí)專(zhuān)享38667品位美式格調(diào)凱迪拉克夾克衫當(dāng)季開(kāi)售33710馳騁美國(guó)西海岸，凱迪拉克車(chē)主自駕團(tuán)的遠(yuǎn)征28843周年慶秒殺預(yù)告：7，在此，同步上架27913凱迪拉克全新精品丨XT51:18車(chē)模開(kāi)售27418凱迪拉克忠誠(chéng)車(chē)主獎(jiǎng)勵(lì)計(jì)劃即將開(kāi)啟愛(ài)車(chē)保養(yǎng)可享階梯優(yōu)惠27065凱迪拉克CT6

3天3夜新美式豪華準(zhǔn)車(chē)主試駕體驗(yàn)活動(dòng)

現(xiàn)已開(kāi)啟26124售價(jià)43.99-81.88萬(wàn)元?jiǎng)P迪拉克CT6樹(shù)立新美式豪華標(biāo)桿25329iPadPro秒殺在即，iPhone7持續(xù)進(jìn)行中22275Yearlytop10popularcontent精品車(chē)型促銷(xiāo)內(nèi)容Discounts車(chē)主專(zhuān)享活動(dòng)/優(yōu)惠Exclusiveactivities產(chǎn)品信息及使用貼士Productsinfo&Tips微信內(nèi)容優(yōu)化：內(nèi)容落地，經(jīng)驗(yàn)貼士結(jié)合線下售后效勞OPTIMIZATIONOFWECHATCONTENT:MOREPRACTICAL,TIPSRELATEDTOOFFLINEAFTER-SALESSERVICE內(nèi)容貼士/使用技巧Tips售后購(gòu)置鏈接線下效勞預(yù)訂O2O閱讀貼士提供售后效勞按鈕Provideafter-salesbuttonafterreadingtips用戶(hù)預(yù)訂前往線下進(jìn)行效勞與體驗(yàn)Makereservationandgetserviceandexperienceoffline微信內(nèi)容優(yōu)化：內(nèi)容互動(dòng)化，開(kāi)辟讀者互動(dòng)環(huán)節(jié)OPTIMIZATIONOFWECHATCONTENT:MOREINTERACTIONS,SETUPAINTERCATIVESEGMENTFORREAD