Summary: In recent years, new technologies in the field of electronic information have developed rapidly. New technologies such as Internet of Things, cloud computing, large data and mobile Internet are penetrating into the traditional industries. In the industries of automobile and transportation and related vehicles, Convenient services, car networking, etc. become the current development of hot technology, and is causing a huge change in the industry....
In recent years, new technologies in the field of electronic information have developed rapidly. New technologies such as Internet of Things, cloud computing, large data and mobile Internet are penetrating into the traditional industries. In the industries of automobile and transportation and related vehicles, Convenient services, car networking, etc. become the current development of hot technology, and is causing a huge change in the industry.
April 9-10, "2015 China Automotive Industry Data Research Summit" held in Tianjin. Summit to "big data to promote the development of the automobile industry" as the theme, around the era of large data automotive industry development, cross-industry multi-angle data exchange, the automotive industry sustainable development issues discussed.
The traditional data sources of the automobile industry are sluggish, the structure is single, the application is shallow, can not meet the enterprise's data demand. The rapid popularization of Internet and mobile Internet technology is changing people's vehicle purchase and usage in many aspects, which makes the traditional way of vehicle data collection, analysis and utilization change.
"The advent of the era of large data to the automotive industry is the electric, lightweight, intelligent, network integration." China Intelligent Transportation Association, Wu Zhongze that "the big data industry has experienced data explosive growth Of the large data 1.0 era, began to enter the big data to create real value as the symbol of the 2.0 era, technology has become increasingly sophisticated, professional services increasingly diverse.
Car prices, dealers, the Internet and consumers and other channels of data collection methods are maturing. Car prices, including large customer data, transaction information, vehicle information, production information, procurement information, maintenance information, complaint information. Through the use of new technologies such as mobile Internet, back-end audio sorting, and license identification input, the dealer real-time monitoring of the core behavior elements from the consumer "attention" to "consumption" to ensure that the consumer entry data, While monitoring vehicle 4s shop maintenance information.
Through statistical microblogging, summit, web and other Internet data, companies can monitor the customer to enter the home page, view the details of the vehicle and stay time, insight into customer concerns and trends in the vehicle to master the potential needs of different customers and expectations, monitoring product feedback and many more.
On the consumer side, the car network will be used to monitor vehicle information, including the owner of the behavior data, traffic data, location data, driving data and so on.
Data analysis needs to integrate multi-channel and standard customer data to establish a large database of vehicles. It consists of six steps: data fusion, user identification, network-wide user identification, user tagging, user clustering and user segmentation.
Data fusion is the integration of data scattered between different systems, including production data, sales data, after-sales data, Internet data; user identification is through the data cleansing, identify each customer's detailed information. User identification is to collect the customer's online behavior data, the whole network customer identification, resulting in 360-degree view of the full range of customers; user label is the characteristics of each customer, hobbies, lifestyle, and detailed distinction, and to label User-defined; user clustering is based on the customer's label for grouping; user segmentation is the customer to complete the precise breakdown of the target customers to carry out one-on-one precision marketing. Through this six steps to build a unified, integrated, can be used directly in the database.
The use of emerging technologies such as the Internet and big data in the automotive industry involves all aspects of the industry chain, including user insight, accurate marketing, improved customer management and service, improved product development and product quality, business operations monitoring, , Transportation, automotive and other aspects of circulation. Through the multi-channel car data integration and mining, to a deep understanding of customer needs and trends, master customer information, market segmentation, competition analysis, master customer satisfaction and so on. Large data can also be used to carry out accurate marketing, through the integration of automotive media, WeChat, the official website and other Internet channels, potential customer data, expand the clues to the entrance, increase the amount of new non-store customer leads, and digging to retain customers purchase, Using clues level and the analysis of intention to purchase cars, optimizing the potential customer cultivation, improve the conversion rate of sales leads, increase sales.Finally, this paper introduces the basic theory of customer relationship management.
Opportunities and Challenges
At present, the automotive industry for large data collection, analysis and utilization is still in the exploratory stage, in this process is facing many challenges.
Wu Zhongze summarizes four aspects: First, a large number of car manufacturers, related data detection methods are diverse, complex information model, resulting in a wide range of data, and the lack of uniform standards, the lack of data sharing vendors; How to improve the security of data resources, respect and protect the confidentiality and privacy of the relevant government departments, automobile manufacturers and individuals, and how to enhance the safety of the data from the legal and administrative regulations. Data resources, the efficiency of the comprehensive utilization of the relevant data, car-related data to effectively link, convergence and development, improve the service level of car users; Fourth, we still lack an effective market-oriented mechanism, based on automotive data services Industrial chain, the value chain has not yet been formed; Fifth, the previous and the lack of top-level data design, automotive and related industries do not get through the data barriers, rich and scattered data resources can not be effectively coordinated.
In the coming period, an important development direction of China's automobile industry is to meet the opportunities and challenges in the era of large data. Based on the national conditions, the use of new technologies and the development of intelligent transportation system will speed up the development of automobile data analysis technology, Of the service transformation.