凯迪拉克CRM年度规划方案(备份)

Cadillac2021CRMannualplan2021.12.022021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategyCRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel2021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategyCRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel2021工作总结回忆2021Review车主生命周期体验LifecycleExperience入会欢迎Welcome车主推荐MGM精品体验Boutique车主互动ClubInteraction车主再购Repurchase售后保养教育CarCare入会欢迎WelcomeCall长问卷调研Survey欢迎礼包Welcomepackage

俱乐部微信推荐

ThroughWeChat5000积分奖励Clubpointsasreward收到结合季节/活动/的售后内容推送Ownerstips

参加各类精品购买主题活动Clubonlinemallcampaign参与俱乐部活动moreparticipation发出更多声音morevoice通过俱乐部微信、定向短信获取专属购车资讯re-purchaseSMS/WeChatpost基于俱乐部微信的互动分享平台WeChatAsthekeyplatform2016年初规划的新车主生命周期体验已经落实到车主体验的每个流程LifecycleExperiencehasbeenoptimizedforthefirsttime2021工作总结回忆2021Review在车主推荐工程上，机制的优化〔新增微信推荐渠道，并将推荐奖励更新为俱乐部积分〕带来了销量的显著提升。Upgradedmechanism(withWeChatasthenewchanneland5000clubpointsreward)hasstimulatedthesales.2014成功推荐购车Sales2520152014年全年

参与推荐车主863

人成功推荐购车25

台152%2015全年参与推荐车主1128人成功推荐购车63

台成功推荐购车Sales63154%2016TillOct成功推荐购车Sales1602016截至10月参与推荐车主1515人成功推荐购车160台车主推荐MGM2021工作总结回忆2021Review根据CCX统计，基盘车主再购量在2021年已到达1,447台，占当年度总销量的1.91%2021年CRM的再购机制初建立，先后结合CT6和XT5的上市，吸引800+车主产生再购意向并产生74台销售。CRMre-purchaseprogramwaskicked-offin2021andhascontributed74sales2021TillOct成功推荐购车160台2021截至10月参与再购车主837人成功再购购车74台20161-10再购意向HandRaiser837成交Sales74CRM再购工程Re-purchaseProject〔FromCEM〕车主再购Re-purchase2021工作总结回忆2021Review根据CCX统计，别克雪佛兰车主购置凯迪拉克车辆数量在2021年已到达5,103台，占当年度总销量的3.36%2021年先后结合CT6和XT5的上市，吸引600+车主产生再购意向并产生26台销售。Buick&Chevroletcustomersin2021havecontributed26sales2021TillOct2021截至10月参与置换车主610人成功购车26台CRM再购工程B&Cproject〔FromCEM〕20161-10购车意向Newleads610成交Sales26别克雪佛兰车主置换B&CUpgrade

2021工作总结回忆2021Review在CT6上市工程上，差异化的销售鼓励机制和精准渠道沟通，取得了事半功倍的效果。Differentiatedsalesincentivemechanismandtargetedcommunicationhaveachievedfruitfulresults总销售Totalsales

202凯迪拉克车主预售工程CT6Presalescampaign定金订单Order：41交车Delivery:6彩信本钱：￥40,000凯迪拉克车主再购工程OwnerCT6Repurchase新增销售线索Newleads：261销售Sales：56别克雪佛兰置换工程B&CownerCT6purchase新增销售线索Newleads：298销售Sales：24招行贵宾金融工程CMBPlatinumCardholderFinanceCampaign活动全部成交量TotalSales：114享受专属金融优惠方案的成交量Redeemedoffer:46博鳌官方用车腾讯拍卖AuctionsonTencentwebsite线上销售Sales：2CT6上市营销CRM工程2021工作总结回忆2021Review车主参与度积极，短短20天吸引了近4K车主报名车主油耗口碑上升1)垂直论坛节油口碑上升2)大数据H5趣味性传播低油耗数据;3)

KOL自主内容，目标受众评论踊跃3)与贴近车主用车生活的丰富内容在各垂直平台产出，吸引到车主积极参与DiversifiedinteractionwithownershassupportedtheWOMonfuelconsumptionATS-L节油PK赛易车网汽车之家PV:6,748UV:5,933Read：10732Read：生活小助手

100000+/玩车攻略53587/掌上生活

66623报名来源占比：PC:463WAP:3314经销商：3412021工作总结回忆2021Review品牌主导的体验式营销方式，收到强烈市场反响，刺激了销售增长。Experientialmarketinghasattractedmoreparticipationandstimulatedsales.3天3夜CT6准车主体验CT63-DaysQuasiOwnerExperienceCampaign获取总量TotalProspects7187到店Show-roomVisit1185全车型销售Salesofallmodels（D+O）16814%16%获取总量TotalProspects8351到店Show-roomVisit258全车型销售Salesofallmodels（D+O）45VS16MYXTSlaunchandTestdriveCT63-DaysQuasiOwnerExperience17%3%整体销售转化率Overallsalesconversion0.5%整体销售转化率Overallsalesconversion2.3%2021工作总结回忆2021Review2021-6-6(firstpush)关注人数Follower：6,7432021-6-30关注人数Follower：48,27912monthsGrowth：41,5362021-6-30关注人数Follower：110,13012monthsGrowth：61,8512021-11-4关注人数Follower：166,3834monthsGrowth：55,195

YOYGrowth：132.7%〔AsofNov〕开通至今关注人数不断增长ClubWeChatfollowershascontinuouslyincreased

俱乐部微信ClubWeChat2021工作总结回忆2021Review俱乐部微信：互动内容的增加，形式的多样性改进，从而带来了车主活泼度，参与度的显著提升Diversifiedinteractionhasimprovedownerparticipation开放留言，听到更多车主的心声Morevoicefromowners实用车主贴士，获得车主青睐Popular

Carcaretips形式多样的小互动multiplewaysofinteraction在2021年，CRM工作取得了阶段性的运营成绩和效果1.初步完善车主生命周期体验流程LifecycleExperiencehasbeenoptimizedforthefirsttime2.精准沟通帮助销售增长Differentiatedandtargetedcommunication

haveachievedfruitfulresults3.俱乐部的互动内容扩充车主参与度活跃度提高Diversifiedinteractionhasimprovedownerparticipation填补车主用车体验漏洞增加车主关心工程稳固品牌向心力积极拉拢现有车主吸引潜客群体并转换为实际销量通过丰富俱乐部内容聚拢车主稳固了品牌和车主的关系In2021CRMhasachievedinitialeffectiveresults在2021年，CRM在现有工作的根底上，进一步进行整合和补强Furtherintegrationandimprovementin2021basedonBrandassetsandCurrentCRMmechanism整合优化售前售中售后各体验触点Integrateandoptimizethecommunicationonwholelifecycle2.提升实效

加强车主对品牌的好感和忠诚度Strengthenownerloyalty3.刺激活跃度

俱乐部内容和互动形式的再探索Improveownerinteraction针对现有体验进行升级面对车主新体验要求进行完善和扩创进一步打造品牌向心力让车主对品牌产生更多的心理依靠通过更新和补充把内容做得更加丰富和多彩2021年CRM工作目标和方向TargetFor20212021年CRM工作目标提升凯迪拉克客户忠诚度及口碑优化售前、售中、售后全方位体验优化俱乐部运作年度车主再购到达500台年度车主推荐到达2000台通过运维凯迪拉克粉丝客户及冷客户数据库，产出有效潜客，转化率到达2%别克、雪佛兰车主升级购置凯迪拉克提升10%优化俱乐部推送内容，每周阅读数提升10%2021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategy策略思考StrategyThinkingCRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel2021，销量首破100000+车主人数持续扩张2021,salesvolumebroke100000+forthefirsttime.MorepeoplejoininthegroupofCadillac车主的年龄结构偏向年轻化25-35岁的年轻人群占比近半TheageofcarownerstrendstobeyoungerTheyoungergroupintherangeof25-35agestakesupnearly50%，tobethemaintargetsofCRMforcommunication首先，核心用户的变化趋势

Firstofall,thechangetrendsofcoreusersodp2021.09更积极的客户群体Customergroupwithmoreenthusiasm因此，面对年轻化的CRM客户群体，在具体的工作思路上也要有所变化Therefore,whenfacedwithyoungergroupofCRM,thespecificthinkingofworkshallbechanged更碎片化morefragmented更有创造力morecreative更有态度morepositiveattitude再结合CRM实际工作，看年轻的目标人群特征

CombinedwiththeactualworkofCRM,lookatthecharacteristicoftheyoungergroup随时随地沟通Communicateanytimeandanywhere积极互动，创造内容Interactactively，createcontent与品牌理念有共鸣Resonatewithbrandidea传统模式：单向B2C品牌主动输出，用户被动接受未来趋势：B2C2B品牌与用户之间双向互动Traditionalmode:one-wayB2CThebrandactivelyoutputs,userspassivelyacceptFuturetrends:B2C2BTwo-wayinteractionbetweenbrandandusers在现有的CRM工作中我们需要让用户更多地成为CRM的主角更有利于提升他们的对品牌「忠诚」和贡献IntheexistingworkofCRM,WeneedtoallowtheuserstobethemainrolesofCRMItwillfacilitatetopromotetheir“loyalty”andcontributiontothebrand.传统CRM模式：单向B2C从销售+效劳为主品牌主导单向CRM品牌单向「胆识」内容输出固定流程下的互动和体验利益获取导向的调性未来CRM模式：B2C2B转向共同创造价值品牌用户共建CRM更多来自客户的「胆识」内容产出更民主，更有内容创造的活动形式体验与创造导向的调性TraditionalmodeofCRM:one-wayB2CMainlyonsales+serviceBranddominatesone-wayCRMThebrandoutputs“bold〞inone-wayInteractionandexperiencewithfixedprocessBenefit-orientedtonalityCRMmodeinfuture:B2C2BTurntocreatevaluestogetherBrandanduserscreateCRMtogetherMore“boldness〞contentsfromcustomersTheformsofeventstobemoredemocraticandwithmorecreativecontentsExperienceandcreativity-orientedtonalityB2C2B品牌与客户共同创造价值，共建新美式豪华开放：更多的双向选择Openess:moretwo-way鼓励：更多的客户产出Motivation:moreoutputfromcustomers2021凯迪拉克CRM的全年策略

2021annualstrategyofCadillacCRMThebrandandcustomerscreatevaluesandbuildnewAmericanluxurytogether2021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategy策略思考StrategyThinking如何实现「共建新美式豪华」Howtorealize‘CreatenewAmericanLuxurytogether’CRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel「胆识」是凯迪拉克与其他豪华品牌最核心的区别2017年又是品牌大年因此所有的新美式豪华体验都要表现出凯迪拉克的「胆识」“Bold”isthecoredifferencebetweenCadillacandotherluxurybrands2017isalsoagreatyearforthebrandThus,allthenewlyAmericanluxuryexperienceshallpresenttheboldnessofCadillac1.树立一个共建新美式豪华的核心目标

SetupacoretargettocreateanewAmericanluxurytogetherNewAmericanluxuryBrandactivitiesNewAmericanluxuryDrivingexperienceNewAmericanluxuryCustomercourtesyNewAmericanluxuryCarownergroup新美式豪华驾乘体验新美式豪华品牌活动新美式豪华客户礼遇新美式豪华车主群体胆识BOLD凯迪拉克CRM生态EcologyofCadillacCRM2.圈定多个2021年CRM主要资源，作为新美式豪华共建主要工程

ChooseseveralCRMmainresourcesasthemainprojectstocreatenewlyAmericanluxurytogether新美式豪华驾乘体验NewAmericanLuxuryDrivingExperience新美式豪华品牌体验AnewAmericanluxuriousbrandexperienceCRM：共建新美式豪华

CreatenewAmericanLuxurytogether新美式豪华车主群体CarownergroupswithnewlyAmericanluxury品牌层面BrandLevels美西创新之旅InnovationTourinUS凯迪拉克工厂参观InnovationTourinUS经销商层面DealerLevels分区域分车型的落地活动Implementationeventsvaryingbyregionsandcarmodels2021Vday2021Vday全车系节油大赛Fuel-SavingContestsofAllModels凯迪拉克车主讲堂LectureroomsofCadillaccarowners风范车主志Historyofstylishcarowners凯迪拉克车主俱乐部Cadillaccarowners'club品牌核心：胆识Bold所有工程基于凯迪拉克现有品牌资源进行延展AllprojectsarebasedonCadillac;existingbrandresourcesareextending3.车主俱乐部：新美式豪华体验的优化和制度的创新

Cadillacclub:optimismofexperiencewithnewlyAmericanluxuryandinnovationofsystemStep1：围绕车主的用车生命周期，以新美式豪华为方向优化体验和内容Step1：OptimizetheexperienceandcontentswiththedirectionofnewlyAmericanluxurybasedonthelifecycleofcarusingbycarowners具有新美式风范的交车仪式新美式风范的俱乐部日常内容呈现购车一周年新美式庆祝礼遇车主推荐机制优化车主再购机制优化Step2：大胆试点社群化方式，加强俱乐部的共建属性Step2：Makeexperimentsboldlywiththemodeofcommunity,andstrengthenthenatureofclubtocreatetogether目的手段多领域多兴趣车主圈层吸收更多车主群，车友会，与俱乐部共同开展活动，甚至可以自行组织地域性，根底性的车主活动为品牌产出内容找到更多的明星车主形象与故事〔结合风范人物志〕，产出内容3.Cadillacclub:optimismofexperiencewithnewlyAmericanluxuryandinnovationofsystemStep1：OptimizetheexperienceandcontentswiththedirectionofnewlyAmericanluxurybasedonthelifecycleofcarusingbycarownersTheceremonyofcardeliverywithnewAmericanstylePresenceofdailycontentoftheclubwithnewlyAmericanstyleOne-yearanniversaryofbuyingcarCourtesyofcelebrationwithnewlyAmericanstyleMGMmechanismoptimizationRepurchmechanismoptimizationStep2：Makeexperimentsboldlywiththemodeofcommunity,andstrengthenthenatureofclubtocreatetogetherPurposeMeasuresCircleofcarownerswithmulti-fieldsandinterestsAcceptmorecarownergroups,allianceofcarstoholdactivitieswiththeclubtogether,eventoorganizelocallycarowners’activitiesbythemselvesOutputcontentsforbrandFindmorestarsimagesandstorieswiththeircars(combinedwithhistoryofstylishfigures),outputcontents售前Pre-sales售中In-sales优化销售漏斗获取更多高质量的销售线索提升客户到店流量售后After-sales优化车主体验提升忠诚度活动粉丝培育项目凯迪拉克车主推荐机制优化凯迪拉克车主再购机制优化购车一周年礼遇项目半年以上意向为冷潜客挽回项目别克雪佛兰车主升级置换项目4.在CRM全生命周期的触点上，更多表达新美式豪华2021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategyCRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel1.新美式豪华的品牌体验123第一层级Firstlayer品牌层面Brandlevel第二层级SecondLayer品牌和经销商合作Brand+Dealer第三层级TheFoundation经销商层面Dealerlevel车主体验活动层级对应新美式豪华活动AnewAmericanluxuriousbrandexperience美式创新之旅InnovationTourinUS〔新美式豪华的实地探访体验〕凯迪拉克工厂参观AvisittoCadillacfactory〔新美式豪华座驾如何诞生〕分区域分车型的落地活动Implementationeventsvaryingbyregionsandcarmodels〔新美式豪华的生活场景体验〕〔分层级收费〕〔分层级收费〕新美式豪华品牌体验美式创新之旅（新美式豪华的实地探访体验）凯迪拉克工厂参观（新美式豪华座驾如何诞生）分区域分车型的落地活动（新美式豪华的生活场景体验）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)传统的品牌主导的游览活动以玩乐为主，对于品牌广泛传播的价值不大，也无法表达差异化元素一：品牌化的活动Element1:brand-basedevents元素二：内容产出Element2:contentoutput示例：袁游示例：SRX

66号公路旅行指南Traditionalbrand-ledsightseeingmainlyfocusonhavingfun,whichmeanslittletobroadbrandcommunicationandfailstoshowthedifference.Example:YuanYouExample:SRX

Atravelguidefor

No.66highway如何打造一次出色的新美式豪华之旅

Howto‘CreateanewAmericanTour’

游学：「美式创新之旅」Studytour:“InnovationTourinUS〞+产出=「凯迪拉克新美式豪华旅行指南」〔影像+手册〕Output=atravelguideforCadillac’snewAmericanluxury(video+manual)改变传统的休闲游属性，让「美式创新之旅」更有目的性Changetheleisuretravelnature,makethepurposeof“InnovationTourinUS〞morespecificB2C2B：把「美西创新之旅」打造成新美式豪华的标杆行动Make“InnovationTourinUS〞amodelactionfornewAmericanluxury1.明确产出目标Clarifygoals2.严格选拔机制Stringentselectionmechanism3.顶级人物带队Ledbytop-levelfigures4.畅享新美式豪华EnjoythenewAmericanluxury新美式豪华品牌体验美西创新之旅（新美式豪华的实地探访体验）凯迪拉克工厂参观（新美式豪华座驾如何诞生）分区域分车型的落地活动（新美式豪华的生活场景体验）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)以流水线参观为主，缺少在「新美式豪华」概念下的整合，车主无法感受到凯迪拉克品牌的差异化简单的汽车工厂参观，无法完全表达「新美式豪华」

Asimplevisittothecarfactorycannotfullyshowthe“newAmericanluxury〞永久感受凯迪拉克车主的荣誉感新美式豪华场景切身体验新美式豪华黑科技大开眼界凯迪拉克的车Cadillac’sCars凯迪拉克的品牌理念Cadillac’sBrandConcept凯迪拉克的车主Cadillac’sCarOwners把从简单的参观工厂，升级为一次完整的「新美式豪华体验」Focusonvisitingassemblyline,whichlackstheintegrationundertheconceptof“newAmericanluxury〞,thuscarownerscannotfeelthedifferenceoftheCadillacbrandUpgradethesimplevisittothefactorytoacomplete“newAmericanluxuriousexperience〞1.参观代表新美式豪华的车辆制造Visitthecarmaking2.私享新美式豪华的主题旅程Enjoytheprivatethemejourney3.获得新美式豪华象征的定制铭牌Obtainacustomizednameplate新美式豪华品牌体验美西创新之旅（新美式豪华的实地探访体验）凯迪拉克工厂参观（新美式豪华座驾如何诞生）分区域分车型的落地活动（新美式豪华的生活场景体验）AnewAmericanluxuriousbrandexperienceInnovationTourinUS(Theexperienceofon-the-spotvisitforthenewAmericanluxurious)AvisittoCadillacfactory(HowthenewAmericanluxuriousautosarecreated)Implementationeventsvaryingbyregionsandcarmodels(LifescenarioexperiencewiththenewAmericanluxurious)挖掘现有车主的调研数据，寻找活开工程洞察点根据现有车主对活动期许的调研我们发现爱车讲堂，自驾游，财经，家庭亲子等活动最受车主关注2021年11月车主app喜好调查报告Discovertheinvestigationandresearchdataofthecurrentcarowners,andlookfortheinsightsoftheeventitemsOnthebasisoftheinvestigationandresearchoncurrentcarowners’expectationstowardstheeventWefindthatlecturesoncarcaring,self-driving,finance,familyactivitiesetc.eventsareowners’mostconcernsCarowners’preferenceforappsNovember,2021结合具体在售车型特色和经销商落地需要进行落地工程筹划思考经销商分区域落地执行新美式豪华的场景化体验CT6：圈层聚会XTS：亲子美式运动ATS-L：运动健身XT5：都会探奇特别活动：女车主专享以奖励机制，激励车主在垂直论坛和社交平台上发布体验作业产出新美式豪华体验内容Takethefeaturesofspecificon-salecarmodelsandtheimplementationneedsofthedealersintoaccounttoplantheimplementationprojectDealersimplementbyregionsCT6圈层聚会：高端车主的新美式生活全体验

CT6circleparties:high-endcarowners’fullexperiencewithnewAmericanlifeCT6车主是凯迪拉克车主群体中的高端人士对于他们来说，私密而豪华的圈层活动最具有吸引力为CT6车主和潜客，定制一场综合性的新美式圈层聚会ForCT6carownersandpotentialcustomers,customizeacirclepartywhichiscomprehensiveandhavethenewAmericanstyle圈层邀请交换试驾财富沙龙美式晚宴CT6carownersbelongtothehigh-endonesinCadillac’scarownersAndforthem,theprivateandluxuriouscircleactivitiesarethemostattractiveCircleinvitationExchangeautosFortunesalonAmericandinner都会创新场所包场体验Blockbookingforurbancreativeplaces风范车主创意源头探访VisitthecreativityoriginoftheownersXT5都会探奇：高端文化艺术演出包场+知名车主私邸探访

XT5urbancuriosity:makeablockbookingforhigh-endcultualandartisticperformances

+

payavisittothewell-knowncarowners’home让「周五探奇」在更多区域落地：经销商选择本地都市创新场所（文化展览，艺术馆，音乐会，科技馆等），邀请XT5车主共同参与探访锁定都会创新场所Focusonurbancreativeplaces在车主中挑选正在主导较创新行业的区域领袖人物（科技，艺术，美食等），组织其他车主共同探访他的创新工场，听取创新之道，彼此之间交流分享让正在从事创新的车主展示自己的风范HavecarownersshowtheirpassionXTS亲子运动：以家庭为目标，自制新美式新美式豪华运动体验

XTSfamilysports:familyasthetarget,self-makenewAmericanluxurioussportsexperience亲子参与强化互动，体验美式运动激情Strengthentheparent-kidinteractionandexperiencethepassionforAmericansports包下高端运动场所夯实品牌豪华印象Bookthewholehigh-endsportsspacetoconsolidatetheluxuriousimpressionleftbythebrandOption1–美式橄榄球通过儿童美式橄榄球培训课体验，让凯迪拉克受众们与孩子们结交一群赤诚挚友，体验分担艰辛、经历鏖战、欢笑与共。AmericanfootballHaveCadillac’saudienceandtheirchildrenmakefriendsandsharedifficultiesOption2–棒球通过棒球击打体验，让凯迪拉克受众们体验击打解压的快感，体验美式生活的别样乐趣。baseballHaveCadillac’saudienceexperiencethepleasureofrelievingpressurebythefunbroughtbyAmericanlife.Option

3

-高尔夫结合凯迪拉克在高尔夫项目上的传统，通过儿童与成人不同难度的高尔夫球体验，全面加强凯迪拉克品牌豪华感+高端受众的定位认知。GolfCombingCadillac’saudienceonGolf,reinforcethesenseofluxuryoftheCadillacbrand+theperceptionofhigh-endaudiencepositioningfromallaspectsthroughthegolfexperiencethatchildrenandadultsarefacedwithvarieddifficultyATS-L运动健身：以个人为目标，开展健身体验课程

ATS-L

SportsandFitness:DevelopIndividual-specificFitnessExperienceCourses与本地专业健身房进行深度合作，每周包下健身房一个固定时段，邀请专业教练开展针对车主的专业健身课程Workcloselywithlocalprofessionalgyms,reserveafixedtimeframeeveryweekandinviteprofessionalcoachestodevelopowner-specificprofessionalfitnesscourses.邀请专业教练在高端健身房开展健身课程Inviteprofessionalcoachestogivefitnessclassesinhigh-endgyms在车主中选拔健身达人，分享健身经验Selectfitnesstalentsamongownersandaskthemtosharetheexperience挑选具有准专业健身实力的达人车主，帮助他针对普通车主生活设立日常健身小组，定期参加体育活动，共享健身乐趣Selecttalentownerswithsemi-professionalfitnessexperienceandhelpthemsetupdailyfitnessgroupsforcommonowners,whichsharesthepleasureoffitness.针对女性车主创意DIY：女车主专享新美式豪华体验

Women-Owner-specificCreative

DIY:NewAmericanLuxuryExperienceexclusivetowomenowners女车主专项定制活动Women-Owner-specificCustomEvents为日益增长的凯迪拉克女车主定制更雅致的品牌活动，展现女性优雅与品位ProvidecustomandmorerefinedbrandeventsforthegrowingnumberofCadillacwomenownerstoshowfemaleeleganceandtaste3种类型的活动可以根据需要有机结合或分开举办Option2–油画教室OilPaintingClassroom女车主齐聚油画教室，通过对实物造型和色彩运用打下的绘画基础，提高女车主的艺术修养和审美水平。Option3–DIY手工DIYHandcraft女车主制作出的一件件DIY手工，不仅象征着她们的心灵手巧，更可通过赠送好友增进亲友间的沟通。Option1–手冲咖啡FilterCoffee咖啡豆的品种、研磨程度、水质与水温、注水手法、滴滤时间等因素，决定了一杯咖啡的好坏，更透露着女车主的优雅与品位。品牌挑选出色的DIY作品进行选登和公益拍卖用凯迪拉克女车主的才艺为背书，以女性角度展现新美式豪华之美新美式豪华的艺术呈现ArtisticPresentationoftheNewAmericanLuxury新美式豪华的创意人物CreativeCharactersoftheNewAmericanLuxury新美式豪华的人文关心HumanisticCareoftheNewAmericanLuxury结合2021年凯迪拉克品牌与MOMA合作的契机，在女车主专项活动中，开设MOMA专场：艺术家与车主同场创作优秀作品俱乐部积分拍卖拍卖所得折换资源捐赠公益Thebrandpicksoutexcellent

DIYworksforpublishmentandcharityauctionWithCadillacwomenowners’talentsasendorsement,showthebeautyoftheNewAmericanLuxuryfromafemalepointofview2.新美式豪华的驾乘体验NewAmericanLuxuryDrivingExperience12第一层级Firstlayer品牌层面Brandlevel:第二层级TheFoundation经销商层面Dealerlevel：根据品牌指导，结合地方特色，举办各类车主体验活动。车主体验活动层级OwnerExperienceEventLevel对应新美式豪华活动IncorrespondencewiththenewAmericanluxuriousevents2021Vday〔新美式豪华座驾的性能表现〕全车系节油大赛Fuel-SavingContestsofAllModels〔新美式豪华座驾的科技水准〕凯迪拉克车主讲堂LectureroomsofCadillaccarowners〔新美式豪华的驾乘体验〕新美式豪华驾乘体验2017

Vday（新美式豪华座驾的性能表现）全车系节油大赛Fuel-SavingContestsofAllModels（新美式豪华座驾的科技水准）凯迪拉克车主讲堂LectureroomsofCadillaccarowners（新美式豪华的驾乘体验）作为当下最受车主欢送的活动之一

Vday在2021年可以在CRM范围内进一步拓展

Asoneofthemostpopulareventsamongtheowners,

Vdayof2021allowstheCRMtofurtherdevelop

欣赏：看Vday现场演出Sightseeing:watchVdayLiveperformances购物：买Vday精品Shopping:buyVdayboutiques玩乐：参与属于我的VdayEntertainment:participatein“myown〞Vday欣赏：看Vday现场演出Sightseeing:watchVdayLiveperformances在家门口看Watchathome尊享现场VIP待遇购物：买Vday精品

Shopping:buyVdayboutiques邀请车主参与Vday周边设计：官方发起制作难度较低，流程较短的Vday产品设计活动，如旗帜，体恤衫定制等优秀作品由凯迪拉克官方生产，利润一局部归设计者所有Invitetheownerstoparticipatein

Vday

design:Officiallylaunchlow-complexityandshort-process

Vday

productdesignevents,suchasflagandT-shirtcustomizationOutstandingworkswillbeproducedofficiallybyCadillac,andpartoftheprofitsgotothedesigners玩乐：参与属于我的VdayEntertainment:participatein“myown〞Vday车主Vday战队方案：联合区域影响力较大的ATS-L车友会，共同建立第一批车主Vday战队在Vday现场，平安性得到保证的情况下，为看台上的亲朋好友大展车技并与顶级车手同台切磋OwnersVdayFleetProject:UnitewithlargeandinfluentialregionalATS-LautoclubsandcreatethefirstOwnersVdayFleetAtthesceneofVDAY,providedthatthesecurityisguaranteed,ownerscanputtheirdrivingskillstofulldisplayfortheirrelativesandfriendsinthestandsandcompetewithtopracers新美式豪华驾乘体验2017

Vday（新美式豪华座驾的性能表现）全车系节油大赛Fuel-SavingContestsofAllModels（新美式豪华座驾的科技水准）凯迪拉克车主讲堂LectureroomsofCadillaccarowners（新美式豪华的驾乘体验）给我们的启示：1.车主对用车生活密切相关的CRM活动参与热情较高2.打通CRM之外的环节，利用安吉星等品牌资源，拓展丰富活动机制3.通过这类活动，改变消费者偏见，提升品牌形象和产品口碑的传播InspirationforUs:Ownersactivelyparticipatein

CRM

eventsthatarecloselyrelatedwithvehicleserviceConnectwithnon-CRM

segments,usingbrandresourceslikeOnstartoexpandandenricheventmechanismsChangeconsumerprejudice,improvebrandimageandpromoteproductreputationthroughthiskindofevent2021年，ats-l车主节油大赛获得良好反响2021ATS-LOwnersOil-SavingContestturnedouttobeverysuccessful2021，凯迪拉克车主节油大赛全面升级更多参与车型Moremodelsinvolved更多互动玩法Moreinteractiveplaystyles更多荣誉奖励Morehonorrewards分车型举办节油大赛：凯迪拉克现有4款主要车型均参加比赛。建议每个季度1个车型细分的评选制度：以城市区分：不同城市交通状况天差地别，可以按城市决出不同冠军以时间区分：许多车主未必有条件全程参与活动，每天都注重节油，因此可以评选周冠军和月冠军，最后评选出季度冠军1.层级更丰富的实物奖励：包括凯迪拉克精品，保养优惠券等，都可以参加奖励中，为更多车主提供福利2.荣誉至上的精神奖励：优秀车主可进入风范人物志，由官方协助，产出风范驾驶内容，并发布在官方渠道和垂直媒体上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新美式豪华驾乘体验2017

Vday（新美式豪华座驾的性能表现）全车系节油大赛Fuel-SavingContestsofAllModels（新美式豪华座驾的科技水准）凯迪拉克车主讲堂LectureroomsofCadillaccarowners（新美式豪华的驾乘体验）针对大量新增的凯迪拉克车主，定期在4S店举办用车相关的风范讲堂：InviewofthelargenumberofnewCadillacowners,Usedealerstogiveregularstylelecturesoncarservice:1.邀请专业讲师和资深凯迪拉克车主，对用车细节功能的相关指导InviteprofessionallecturersandseniorCadillacownerstoprovideguidanceondetailedcarservicefunctions2.现场演示换轮胎，洗车等。鼓励车主更多自己动手参与，正确保养爱车Giveon-sitedemonstrationsoftirereplacementandcarwashing,etc.Encouragetheownerstoparticipateinandpracticewithpropercarmaintenance新车主的讲堂–新美式豪华驾乘的初阶体验

NewOwnersAuditorium–NewAmericanLuxuryEntry-LevelDrivingExperience你是否已经了解你的爱车上的所有功能？你是否渴望在平安的根底上提升驾驶乐趣？Doyouknowallthefeaturesofyourcar?Areyouexpectingmoreofyourdrive(onasecuritybasis)?2021年回忆&2021年目2021Review&2021Target年度策略AnnualStrategyCRM执行规划CRMExecutionPlan车主俱乐部优化执行规划ExecutionPlanofCadillacClubOptimization销售漏斗解决方案优化OptimizationofSolutionforPurchasefunnel展现新美式豪华的第一声问候

thefirstgreetingFromanewamericanluxurybrand车主欢送礼的意外惊喜——AsurpriseforCadillacownerinthewelcomegift——通过车内的BOSE音响，收获一份凯迪拉克中国副总裁AndreasSchaaf的welcomevoice，开启我的全新风范旅程ThroughtheBOSEaudioinside,IhearthegreetingmessagefromAndreasSchaaf,thevicepresidentofCadillacChina,andstartmynewstylejourney优化推荐机制：蜜月期的诱惑

optimizerecommendationmechanism:temptationinHoneymoon在蜜月期，和朋友分享新美式豪华体验SharenewAmericanluxuryexperiencewithfriendsduringhoneymoon在我对新车怀有最高热情的时候，凯迪拉克让我有时机和朋友一起分享喜悦。WhenIhavethemostpassionfornewcar,Cadillacgivemethechancetosharejoywithfriends.新车主每到交车后第三个月，都会收到来自品牌的问候和推荐朋友的邀请。NewownerswillreceivethegreetingfromCadillacandtheinvitationtomakerecommendationsinthethirdmonthaftertakingthecar.车主每次成功推荐朋友购车，不仅能够获得俱乐部的积分奖励，同时还会被优先邀请参与各类以老带新的新美式豪华体验活动。Everytimerecommendedsuccessfully,ownerscangetpointsoftheclubasreward,aswellaspriorinvitationtodifferentexperienceactivities.来自俱乐部的周年问候

GreetingfromClub'sanniversary一周年的悉心关心Greatcareofanniversary即使已经过去了365天凯迪拉克对我和爱车的关心依旧Cadillackeepcareformeandmycarevenafter365days.交车一周年，车主收到来自俱乐部的周年问候和关心礼遇〔OPTIION：1〕根底保养买三赠一2〕精品购置优惠3〕结合售后忠诚度工程〕。Ownerswillreceiveanniversarygreetingandgift(OPTION:1.basicmaintaincebuythreegetonefree,2.discounts,3.relatedtoroyaltyproject)再购优享新美式豪华体验

Benefitsforrepurchasenewamericanluxuryexperience过去三年体验让我认可并再次选择这个品牌Theexperienceinlastthreeyearsletmeapproveandchoosethisbrandagain从产品到效劳，从驾驶体验到全方位体验，我都能体验到什么叫新美式豪华Fromproductstoservices,fromdrivingexperiencetoallaspects,IcanfeelwhatisthenewAmericanluxury.车主交车第三年，再次收到来自品牌的问候和再购礼遇。车主再购成功不仅能获得积分奖励，更能优先或优惠参与各类新美式豪华体验。OwnerswillgetgreetingfromCadillacandrepurchasecourtesyinthethirdyears.Repurchasecanbringpointsrewardandpriorchanceordiscountfordifferentactivities.微信内容延续:车主最喜爱的内容进行创作EXTENDWECHATCONTENT:INDITEOWNERS'FAVOURITECONTENT凯迪拉克车主FAMILYSALE，优享员工价购CT646621车主礼遇：凯迪拉克发光悬浮轮毂徽标限时专享38667品位美式格调凯迪拉克夹克衫当季开售33710驰骋美国西海岸，凯迪拉克车主自驾团的远征28843周年庆秒杀预告：7，在此，同步上架27913凯迪拉克全新精品丨XT51:18车模开售27418凯迪拉克忠诚车主奖励计划即将开启爱车保养可享阶梯优惠27065凯迪拉克CT6

3天3夜新美式豪华准车主试驾体验活动

现已开启26124售价43.99-81.88万元凯迪拉克CT6树立新美式豪华标杆25329iPadPro秒杀在即，iPhone7持续进行中22275Yearlytop10popularcontent精品车型促销内容Discounts车主专享活动/优惠Exclusiveactivities产品信息及使用贴士Productsinfo&Tips微信内容优化：内容落地，经验贴士结合线下售后效劳OPTIMIZATIONOFWECHATCONTENT:MOREPRACTICAL,TIPSRELATEDTOOFFLINEAFTER-SALESSERVICE内容贴士/使用技巧Tips售后购置链接线下效劳预订O2O阅读贴士提供售后效劳按钮Provideafter-salesbuttonafterreadingtips用户预订前往线下进行效劳与体验Makereservationandgetserviceandexperienceoffline微信内容优化：内容互动化，开辟读者互动环节OPTIMIZATIONOFWECHATCONTENT:MOREINTERACTIONS,SETUPAINTERCATIVESEGMENTFORREAD