摘
要
摘要
互联网技术与通讯设备的高速发展下，传统媒体影响力日渐减弱，以数字化
为驱动的软实力将是未来汽车市场竞争的主动力。基于大数据分析的集客式营销
利用精准、有效、丰富的信息内容，通过多样化的传播途径进行分众而有效的推
广，能吸引潜在顾客主动上门，已越来越受汽车企业的欢迎。目前，各汽车企业
都在合作汽车之家、易车、懂车帝等网络集客渠道，希望通过集客式营销寻找到
更精准的潜在顾客，获得更高收益转化的同时能减少市场营销的成本。在实践过
程中，各汽车企业普遍发现集客线索量大而转化率低，有效线索成本逐渐增加，
营销效果并不理想。而现有集客式营销相关研究大多聚焦于帮助电商企业实现线
上用户的增长和流量的直接变现，很少关注汽车领域线上集客转线下体验和消费
的应用，不足以为汽车企业开展集客式营销提出建设性的参考意见。
本文以 YT汽车公司为研究对象，通过对内容营销、口碑营销等相关营销理论
的阐述，梳理国内外有关集客式营销理论模型、策略的相关文献，提出飞轮模型
对集客式营销的适用性，为研究奠定了较为坚实的理论基础。先通过访谈对该公
司集客式营销组织结构、现行策略进行质性研究和量化分析。再从商家视角转到
顾客视角，基于飞轮模型对主要消费群体开展调查，从吸引、参与、取悦三个维
度展开分析诊断当前 YT汽车公司集客式营销过程中存在的问题，目的是找出YT
汽车公司集客式营销飞轮摩擦力的成因。最后针对三个环节分别提出重塑内容格
局，提高潜客响应；创新沟通形式，加速线索转化；培养顾客价值，驱动企业发
展三大优化策略，并对每个策略展开叙述两个对策。旨在帮助 YT汽车公司减少集
客式营销的摩擦力，增加动力，获得更快更重的飞轮来驱动顾客和企业的双成长。
研究成果明确了飞轮模型在 YT汽车公司集客式营销实践中的落地路径，实现
了对集客式营销的可行性有效化解析，丰富了集客式营销相关理论研究的内涵和
外延，能够为其他汽车企业开展集客式营销提供实践指导，对汽车营销的创新有
一定启发意义。
关键词：集客式营销；飞轮模型； YT汽车公司；优化策略
I
Abstract
Abstract
With the rapid development of Internet technology and communication devices, the
influence of traditional media is diminishing, and the soft power driven by digitalization
will bethe main driverof competition inthe future automobilemarket.Inbound
Marketing based on big data analysis uses accurate, effective, and rich information
content to carry out targeted and effective promotion through diverse communication
channels, which can attract potential customers to come to the door, and has become
increasingly popular among automotive companies.At present, various auto companies
are cooperating with online customer collection channels such as Auto Home, E-Car
and Know Your Car, hoping to find more accurate potential customers through Inbound
Marketing and obtain higher revenue conversion while reducing marketing costs.In
practice, the automotive companies generally find that the volume of collector leads is
large but the conversion rate is low, the cost of effective leads is gradually increasing,
and the marketing effect is not ideal.Most of the existing Inbound Marketing-related
studies focus on helping e-commerce enterprises to realize the growth of online users
and the direct realizationof traffic, but rarely focus onthe application of online
customer gathering to offline experience and consumption in the automotive field,
which is not enough to put forward constructive reference opinions for automotive
enterprises to carry out Inbound Marketing.
In this paper, we take YT Auto Company as the research object.Through the
elaborationofmarketingtheoriesrelatedtocontentmarketing,word-of-mouth
marketing, etc. Combining domestic and international literature on Inbound Marketing
theoretical models and strategies.proposing the applicability of the flywheel model to
Inbound Marketing. A more solid theoretical foundation was laid for the study. We first
conducted a qualitativestudy and quantitative analysis ofthe company's Inbound
Marketing organizational structure and current strategy through interviews.And then
from the merchant's perspective to the customer's perspective.Based on the flywheel
model, a survey was conducted on key consumer groups to analyze and diagnose the
problems in the current Inbound Marketing process of YT Auto from three dimensions:
attraction, engagement and delight. The objective is to find out the causes of friction in
the flywheel of InboundMarketing at YT Automotive. Finally, wepropose three
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