With the deepening of digitalization, automobile marketing is entering a period of deep change. As a new driving force, digital technology gives new value to automobile products. From the seller's market to the buyer's market, from production to sales, car companies began to pay attention to the individual needs of users. Especially during the epidemic, more and more car companies actively opened up online links such as car viewing, car selection and car purchase, conducted online marketing and tested the omni-channel marketing model. While promoting platform digitalization and ecological digitalization, car companies are also linking user scenarios, shaping user value, and realizing the * * * construction of ecological relationship driven by users. In the initial stage of the brand-new circle marketing ecology, the traditional CRM and fan economy focused on products, but now users have become the core assets of car companies. Therefore, how to improve customer acquisition efficiency, realize customer retention, and make customer information feedback smoother has become the core issue of foundry enterprises. Thomas Kolo Polosse, an American scholar, wrote in the book Circle Effect: "In the face of the strong rise of groups, we can only understand the business logic of consumers." Facing the new generation of consumer groups, car companies need to grasp their demand points, take users as the core, build refined hierarchical operations and build corresponding consumption channels. By strengthening the interaction with specific groups in these regions, we can improve the participation and enthusiasm of users, make products not only become commodities, but also become topics and social elements of regional users, spread in specific circles, and form user fission, so as to truly realize user-centered marketing methods and seize the consumer market. However, the transformation of user-centered marketing model can not be separated from the profound understanding of users, products and scenarios, as well as the technical support of algorithms and underlying cloud technologies. Rainbow Wireless has upgraded its after-sales service intelligently by introducing model algorithm, from passive to active, from extensive marketing to precise marketing, that is, active marketing+accurately reaching target customers+personalized demand satisfaction and service. By helping car companies build user portraits, generate multi-dimensional data labels, form submarine labels and submarine user portraits, circle target groups, and do refined user operations. And through historical data, early warning of customer identification and early intervention before customer churn can solve the problem of low success rate of attracting churned customers and improve customer retention rate. 0 1 user operation collects the clue data and user retention data of each contact, and integrates the real activity data generated in the process of market activities. After integrating and cleaning the data, submarine labels and submarine user portraits are formed. 02 finely distinguish the attributes and preferences of the target population in the operation of activities, and put them into targeted online &; The form of offline activities can improve the success rate of invitation and the effect of activity operation. In the later stage of the activity, the data will be recovered to form an analysis report to summarize the effect of the activity. Combined with internal and external data, combined with business experience, using machine learning model, Baoke Operation can identify customers' return demand, early warning of loss, personalized recommendation, tap users who have the intention to increase and change purchases, intervene and incubate in advance, and improve customer retention rate, return to factory and increase and change purchases. Improving the ability of operating dealers In addition to user operation, it is equally important to improve the ability of operating dealers. Difficult customer expansion, low conversion rate, single service mode and difficult user operation have always been the biggest problems faced by dealers, and because products need to be transformed by offline dealers, online and offline will be separated. Therefore, car companies need to open online and offline user contacts to enhance user experience and optimize offline acceptance efficiency. To this end, Rainbow Wireless uses digital means and big data processing capabilities to manage, distribute and follow up clues, establish more contacts with customers, improve the conversion rate of target customers through online and offline service experience, greatly reduce the difficulty and cost of expanding customers, and better improve the overall operational capacity of dealers. First of all, Rainbow Wireless integrates main business data through intelligent analysis of dealer business, takes core business indicators as the goal, integrates process indicators and multidimensional analysis perspectives, supports business analysis and operation monitoring, and realizes management closed loop; Secondly, through the establishment of end-to-end clue management, relying on the optimization of clue management and the increase of system functions, the clues are cleaned, verified and rated, and then the data are counted in two dimensions: channel classification and activity classification. According to different distribution logic, distribute it to dealers of different roles for follow-up and follow up the results. Combine target management and formulation, process implementation, salary assessment mechanism and training of relevant sales personnel to improve the leading operation effect of dealers. End-to-end clue management In order to facilitate dealers to record the communication content with customers, Rainbow Wireless also provides flexible tools for dealers to formulate business rules and quality inspection plans by using text analysis technology, and comprehensively tests and analyzes the quality of DCC&: CRM calls and on-site communication records of sales consultants, so as to help dealers improve the outbound business effect and personnel capacity, thereby enhancing the sales, factory return and customer experience. From product-centric to customer-centric, from passive waiting to active transformation, car companies are also transforming in the field of digital marketing. As a big data service operator, Rainbow Wireless hopes to help OEMs build their own "marketing competitiveness" through technological advantages, thus enhancing brand influence.