Research On The Strategy Of Customer Loyalty Management In FAW-VW

With the continuous development of China's economy,the automobile industry has developed rapidly,the scale of production and sales in recent years has exceeded 20 million,ranking first in the world.At the same time,the fierce competition in the automotive industry,products tend to homogeneity,marketing needs to be more lean.FAW-Volkswagen is one of the earliest domestic joint venture enterprises,from the beginning of the first Jetta,products camp continue to enrich,now the Volkswagen brand already has seven models,product brand and customer reputation in the market very competitive.As more and more manufacturers and products to enter the market China,domestic consumers are increasingly mature,and gradually enter the repurchase period,more and more similar to the European market model,product sales competition has intensified,development profits become more and more dependent on the automotive aftersales market.After 25 years of development and accumulation,the amount of customer base in the domestic automotive industry in a leading position,but there is still much room for improvement in customer value development.The Volkswagen brand has more than 9 million car owners,but the customer resource management is relatively extensive electricity suppliers and other emerging industries,facing the increasingly open car market,the loss of customers has more than half of the profits of manufacturers and distributors,customer service challenges.In this situation,the Volkswagen brand needs to strengthen customer lifecycle management,actively develop the customer lifetime value,promote customer return to factory maintenance by adopting various methods,and promote customers to buy,take the initiative to spread word of mouth.Automotive industry is a typical B2B2 C industry,and low frequency consumption.According to the characteristics of the industry,diagnose the problems of the company,the huge customer data analysis and application is not effective,enterprises lack of effective customer interaction platform,take targeted interactive marketing action.Through the study of relevant literature and digital technology,the research and analysis of the same industry in other manufacturers and other industry outstanding cases,study the customer experience management and customer rights design and other aspects of successful experience.Investigate customer and dealer requirements,conduct a comprehensive analysis,design business scenarios to manage customer lifecycle.Through the creation of customer loyalty program,to integrate customer resources,carry out customer retention and value development.The customer loyalty program is an effective solution.According to the customer demand design of membership system,integral and membership rights through,to carry out integrated marketing retain customers,enhance customer stickiness,prolong the customer life cycle,the development of customer lifetime value.At the same time the need for effective data management support each other.Customer insight as the goal,through the chain of customer data integration,analysis of customer data,through the establishment of mathematical models for customer behavior prediction.Through the data platform to guide customer marketing activities,customer marketing action data feedback to the data platform,improve the data platform,to form a good cycle.By creating customer loyalty programs,and according to the customer consumption characteristics of the automobile industry for low consumption,design optimization,customer lifecycle management,has the guiding significance for the traditional auto industry customer management.