數字化營銷解決方案

2019-06-13 09:26 來源: 華為集團
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  • 方案類別:行業產業

  方案優勢

  海量接入

  依托華為云的彈性伸縮能力實現大量前端資源的快速部署,同時可以在營銷活動期間提供數十G的網絡接入能力

  靈活使用

  華為云按需ECS可以進行規格升級和降級,幫助客戶在類生產環境按照需求靈活的配置變更,應對活動上線前的壓測需求

  安全可靠

  提供端到端的安全防護,有效降低營銷系統受到惡意攻擊的可能性;同時提供計算、存儲、網絡、安全、數據庫等高可用方案,保障系統可靠運行

  架構開放

  華為云微服務框架兼容社區原生API接口,有效避免客戶被單一廠商鎖定,提供業務遷入遷出的能力

  行業趨勢分析

  汽車行業數字化營銷發展趨勢

  隨著購車群體的年輕化,互聯網已經成為了購車用戶獲取汽車信息的首要渠道;各大車企開始建設面向全網、全渠道的數字化營銷體系

  ? 從銷售到運營

  全球范圍內的各大車企均在探索由銷售汽車向出行服務提供商轉型;互聯網技術的廣泛應用,將有助于車企能夠更深入的了解到最終用戶的需求,更好地為車主提供服務,從而實現從單一短期購買價值轉化為復合長期價值的過程

  業務挑戰

  如何整合內容營銷

  廣告投放渠道紛繁復雜,廣告投放觸達的客戶分散在各個媒體和平臺,車企營銷管理系統各自建設,數據模型不通,數據交流困難,需要將內容營銷進行整合,為后續再營銷創造條件

  如何精準個性化營銷

  購車群體年輕化,不同個體的個性化需求強烈,車企需要從傳統的廣撒網、主動推銷,客戶被動接受的模式,轉變成以顧客為中心,對受眾進行具體、精準地識別,提供差異化服務的模式

  如何提高留資率和潛客轉化率

  傳統人工媒介采買模式已經將媒介價值榨干,多品牌、多車型、多投放計劃并行下的流量無法智能分配,車企需要對流量激活,提升留資率和潛客轉化率

  典型業務場景

  內容營銷解決方案

  建立全渠道的用戶連接,將線上、線下等全價值鏈的內容進行整合

  彈性負載均衡

  華為彈性負載均衡(ELB)提供將訪問流量自動分發到多臺云服務器,保證營銷活動期間的瞬時訪問壓力和系統可靠性

  業務數據庫與行為數據庫

  華為云提供關系型數據庫RDS服務MySQL和SQL Server,支撐信息索引和營銷管理等業務需求;與DDS服務配合使用,輕松應對用戶行為數據存儲和分析需求

  銷商管理解決方案

  經銷商日常業務處理通常通過DMS(經銷商管理系統)進行,隨著互聯網基礎設施的不斷完善,集中式DMS已經成為了主機廠和大型經銷商集團的主要選擇

  微服務化云應用平臺

  提供面向企業的一站式PaaS平臺服務,解決傳統架構下的應用耦合度高難以擴展,開發、部署及運維效率低業務創新慢的問題

  遠程運維

  傳統分布式DMS網點運維復雜、到店解決問題效率低下;DMS系統上云后可直接通過云監控服務CES掌握云上的資源使用情況、業務的運行狀況,并及時收到異常報警,保證業務順暢運行

  營銷數據管理解決方案

  通過營銷數據管理,完成用戶細分、數據分析和流量激活,建立消費者分析及決策路徑歸因模型,使車企能夠在投放廣告或其他營銷手段前就能對受眾進行具體、精準的識別,優化營銷策略

  大數據分析

  MRS對外提供的企業級大數據處理平臺,實現實時數據、離線數據處理需求,完成數據提取、分析,報表展示等過程

  個性化推薦

  個性化深度溝通,借助程序化技術,實現創意展現的千人千面,精準溝通,促進轉化

標簽:

責任編輯:徐向南
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