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市场调查报告书
商品编码
1303467
策略分析：摩托车主机厂新兴数字化零售策略Strategic Analysis of Two-wheeler OEMs' Emerging Digital Retail Strategies |
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颠覆性技术，无缝融合在线和店内体验，并将重点转向消费者期望
由于数字革命，当今的零售业发生了巨大变化，两轮车业务也不例外。摩托车製造商正在迅速拥抱数字化，以实现更好的客户体验、更高效的业务流程和更高的销售额。
数字化改变了摩托车製造商与客户互动、开展业务和销售的方式。这些原始设备製造商正在通过数字展厅、在线预订和购买、可定製配置器、移动应用程序、数据分析和改进的售后服务来改变两轮车购买流程。此外，为了最大限度地提高客户期望并保持数字摩托车创新的领先地位，我们必须灵活应对数字技术的发展。
本报告考察了整车厂在摩托车行业零售环节价值链中的数字化努力，揭示了整车厂当前采用的数字技术和战略。该分析将数字零售（原始设备製造商使用各种颠覆性技术和业务解决方案/软件）大致分为四类：数字营销、经销商、采购流程和售后服务。该研究确定了顶级汽车原始设备製造商目前在零售领域开展的数字化活动，并提供了有关未来可以探索哪些增长机会的见解。通过各种用例和比较分析，展示了该行业数字化的范围和潜力。它讨论了原始设备製造商如何利用数字工具来降低成本、创造品牌资产并通过各种数字和沈浸式体验吸引目标客户。调查期间为2022年至2027年。
目录
战略问题
- 为什么成长如此困难？
- The Strategic Imperative 8 (TM)
- 摩托车行业数字零售的战略挑战：三大影响
- 通过增长管道引擎 (TM) 加速增长机会
增长机会分析
- 分析范围
- 定义汽车数字零售
- 汽车数字零售的阶段
- 摩托车零售数字化进程
- 增长促进因素
- 生长抑制因素
成长环境
- 数字营销比较分析：OEM 之间
- 数字化经销商的比较分析：整车厂之间
- 数字化采购流程的比较分析：OEM 之间
- 数字化售后服务对比分析：整车厂之间
- VRIO分析：OEM数字零售各个层面的数字化
- 数字营销：主要摩托车整车厂分析
- 数字化经销商：主要摩托车整车厂分析
- 数字化采购流程：主要摩托车整车厂分析
- 数字化后市场服务：主要摩托车整车厂分析
数字化零售营销
- 营销数字化步骤
- 数字零售营销的类型
- 摩托车品牌的数字零售营销方法：哈雷戴维森
- 营销组合策略的 4P：数字化
- 营销组合策略的 4P：数字化用例
- 从多渠道方法转向全渠道方法
- 客户旅程全渠道营销
- 摩托车品牌的全渠道营销方法：用例
- 技术：人工智能/机器学习在摩托车数字营销中的应用
- 技术：AR/VR 在摩托车数字营销中的应用
- 技术：摩托车数字营销中的虚拟世界
- VRIO 分析结果：数字营销
- 数字营销：主要摩托车整车厂分析
- 数字营销要点
- 推荐的营销数字化策略
经销商展厅数字化
- 经销商数字化步骤
- 经销商展厅的类型
- 数字化经销商营销
- 数字化展厅
- 客户关係管理工具
- 摩托车品牌用例：雅马哈汽车
- 摩托车品牌用例：本田摩托车
- 技术：摩托车经销商中的人工智能和机器学习
- 技术：摩托车经销商的 AR/VR
- VRIO 分析结果：数字经销商
- 数字化经销商：主要摩托车整车厂分析
- 数字经销商要点
- 为经销商推荐的数字化策略
采购流程数字化
- 采购流程数字化的步骤
- 客户定制车辆
- 采购流程数字化
- 促进数字采购流程的数字应用服务
- OEM 折价/二手车数字平台
- 使用案例：哈雷戴维森数字化有效的购买流程
- 技术：用于摩托车定制的 3D 车辆配置器
- 技术：用于采购流程的数字应用程序/平台
- VRIO 分析结果：数字化采购流程
- 数字化采购流程：主要摩托车整车厂分析
- 数字购买流程的要点
- 推荐的采购流程数字化策略
售后服务数字化
- 售后服务数字化
- 数字化售后服务：OEM 用例
- 技术售后服务预测分析
- VRIO分析结果：数字化售后服务
- 数字化后市场服务：主要摩托车整车厂分析
- 售后服务数字化要点
- 售后服务数字化战略
充满增长机会的宇宙
- 增长机会 1：部署人工智能应用程序
- 增长机会2：提供便捷贷款和嵌入式保险
- 增长机会3：利用数字工具并创造新的收入来源
下一步
- 下一步
- 为什么选择 Frost & Sullivan？为什么选择现在？
- 附件清单
- 免责声明
Disruptive Technologies to Shift Focus toward Consumer Expectations by Seamlessly Blending Online and In-store Experiences
Today's retail scene has changed dramatically thanks to the digital revolution, and the two-wheeler business is no exception. For a better client experience, more efficient business processes, and higher sales, two-wheeler manufacturers are rapidly embracing digitization.
Digitalization has transformed how two-wheeler manufacturers interact with customers, operate, and approach sales. These OEMs are changing the two-wheeler purchasing process by including digital showrooms, online booking and purchasing, customizable configurators, mobile applications, data analytics, and improved after-sales assistance. Moreover, they must remain flexible as digital technologies evolve to best satisfy customer expectations and maintain their leadership in two-wheeler digital innovation.
This study examines two-wheeler industry OEMs' digitalization efforts in the retail segment value chain and establishes the current digital technologies and strategies they are adopting. The analysis divides digital retail into four broad categories where OEMs are using various disruptive technologies and business solutions/software, namely digital marketing, dealerships, purchase processes, and aftersales service. The study identifies the digitalization activities top automotive OEMs are performing now in retail and offers insights into the growth opportunities they can explore going forward. Through various use cases and comparative analyses, the report presents the extent and potential of digitalization in this industry. It discusses how OEMs utilize digital tools to reduce costs, create brand equity, and attract target customers through various digital and immersive experiences. The study period is 2022-2027.
Table of Contents
Strategic Imperatives
- Why Is It Increasingly Difficult to Grow?
- The Strategic Imperative 8™
- The Impact of the Top 3 Strategic Imperatives on the Digital Retail for Two-wheeler Industry
- Growth Opportunities Fuel the Growth Pipeline Engine™
Growth Opportunity Analysis
- Scope of Analysis
- Definition of Digital Retail in Automotive
- Phases of Digital Retail in Automotive
- Digitalization Process of Two-wheeler Retailing
- Growth Drivers
- Growth Restraints
Growth Environment
- Comparative Analysis for Digital Marketing across OEMs
- Comparative Analysis for Digital Dealerships across OEMs
- Comparative Analysis for Digital Purchase Process across OEMs
- Comparative Analysis for Digital Aftersales Service across OEMs
- VRIO Analysis for Digitalization at Various Levels of OEMs' Digital Retail
- Digital Marketing: Analysis of Major Two-wheeler OEMs
- Digital Dealerships: Analysis of Major Two-wheeler OEMs
- Digital Purchase Process: Analysis of Major Two-wheeler OEMs
- Digital Aftermarket Service: Analysis of Major Two-wheeler OEMs
Digitalization of Retail Marketing
- Steps to Marketing Digitalization
- Types of Digital Retail Marketing
- Two-wheeler Brand Approach to Digital Retail Marketing: Harley-Davidson
- Marketing Mix Strategy, 4Ps: Digitalization
- Marketing Mix Strategy, 4Ps: Digitalization Use Cases
- Shift from Multichannel Approach to Omnichannel Approach
- Customer Journey: Omnichannel Marketing
- Two-wheeler Brand Approach to Omnichannel Marketing: Use Cases
- Technology: AI/ML Applications in Digital Marketing of Two-wheelers
- Technology: AR/VR in Digital Marketing of Two-wheelers
- Technology: Metaverse in Digital Marketing of Two-wheelers
- VRIO Outcome: Digital Marketing
- Digital Marketing: Analysis of Major Two-wheeler OEMs
- Key Takeaways for Digital Marketing
- Recommended Digitalization Strategy for Marketing
Digitalization of Dealership Showrooms
- Steps to Dealership Digitalization
- Types of Dealership Showrooms
- Dealership Marketing Digitalization
- Digitalization of Dealership Showrooms
- Customer Relationship Management Tool
- Two-wheeler Brand Use Case: Yamaha Motor
- Two-wheeler Brand Use Case: Honda Motorcycles
- Technology: AI & ML at Two-wheeler Dealerships
- Technology: AR/VR at Two-wheeler Dealerships
- VRIO Outcome: Digital Dealerships
- Digital Dealerships: Analysis of Major Two-wheeler OEMs
- Key Takeaways for Digital Dealerships
- Recommended Digitalization Strategy for Dealerships
Digitalization of the Purchase Process
- Steps to Purchase Process Digitalization
- Customization of Vehicles by Customers
- Digitalization of Purchase Process
- Digital Applications and Services to Ease the Digital Purchase Process
- OEMs' Digital Platforms for Trade-in/Pre-owned Vehicles
- Use Case: Harley-Davidson's Effective Digitalization of the Purchase Process
- Technology: 3D Vehicle Configurator for Customization of Two-wheelers
- Technology: Digital Applications/Platforms for Purchase Process
- VRIO Outcome: Digital Purchase Process
- Digital Purchase Process: Analysis of Major Two-wheeler OEMs
- Key Takeaways for Digital Purchase Process
- Recommended Digitalization Strategy for Purchase Process
Digitalization of Aftersales Service
- Digitalization of Aftersales Service
- OEM Use Cases for Digital Aftersales Service
- Technology: Predictive Analytics for Aftersales Service
- VRIO Outcome: Digital Aftersales Service
- Digital Aftermarket Service: Analysis of Major Two-wheeler OEMs
- Key Takeaways for Digitalization of Aftersales Service
- Recommended Digitalization Strategy for Aftersales Service
Growth Opportunity Universe
- Growth Opportunity 1: Deployment of AI-enabled Applications
- Growth Opportunity 2: Provide Simplified Financing and Embedded Insurance
- Growth Opportunity 3: Leverage Digital Tools and Generate Alternate Revenue Streams
Next Steps
- Your Next Steps
- Why Frost, Why Now?
- List of Exhibits
- Legal Disclaimer
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