数字化背景下汽车后市场服务营销模式变革探析

Research on the Transformation of Service Marketing Mode in the Automotive Aftermarket under the Digital Background

摘要: 数字化正深度重构汽车后市场的服务运营逻辑，原有线下主导的服务营销模式已经难以适配车主的多元化消费需求。本文首先梳理了数字化对行业服务触达逻辑、用户消费决策链路的核心影响，明确了用户需求精准匹配、服务全链路数据打通、服务价值深度延伸三大变革导向，最终提出了对应的三项落地实施路径。相关研究成果能够为各类汽车后市场服务主体调整营销运营策略、适配数字化发展趋势提供清晰的参照框架，助力行业整体服务效率与用户体验的同步提升。

Abstract: Digitization is profoundly reconstructing the service operation logic of the automotive aftermarket. The original offline-dominated service marketing mode has been difficult to adapt to the diversified consumption demands of car owners. This paper first sorts out the core impacts of digitization on the industry’s service contact logic and user consumption decision-making chain, clarifies the three major transformation orientations: precise matching of user needs, data connectivity of the whole service chain, and in-depth extension of service value, and finally puts forward three corresponding implementation paths. The research results can provide a clear reference framework for various automotive aftermarket service entities to adjust marketing and operation strategies and adapt to the digital development trend, and help promote the synchronous improvement of the industry’s overall service efficiency and user experience.