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學(xué)習(xí)蘋(píng)果,寶馬擴(kuò)容“天才吧”

學(xué)習(xí)蘋(píng)果,寶馬擴(kuò)容“天才吧”

Doron Levin 2014年12月01日
蘋(píng)果“天才吧”引領(lǐng)了一種輕松柔和的服務(wù)理念,現(xiàn)在這股風(fēng)潮正滲透到汽車(chē)業(yè),寶馬公司將減少銷(xiāo)售人員,同時(shí)增設(shè)更多“天才”產(chǎn)品專(zhuān)家??蛻?hù)走進(jìn)汽車(chē)展銷(xiāo)店,然后要么被晾在一邊,要么被強(qiáng)行推銷(xiāo)的銷(xiāo)售人員忽悠的銷(xiāo)售模式正迅速消亡。

????為了保住全球頭號(hào)豪華汽車(chē)制造商的寶座,德國(guó)寶馬公司(BMW)正重新設(shè)計(jì)其經(jīng)銷(xiāo)商的運(yùn)作方式,將增設(shè)更多“天才”產(chǎn)品專(zhuān)家,同時(shí)減少銷(xiāo)售人員。

????這是一種更柔和、更輕松的服務(wù)理念,因蘋(píng)果(Apple)而普及開(kāi)來(lái)。在蘋(píng)果門(mén)店中,有專(zhuān)門(mén)的產(chǎn)品專(zhuān)家向顧客解釋蘋(píng)果公司的筆記本電腦以及其它產(chǎn)品。顧客可以向訓(xùn)練有素的產(chǎn)品專(zhuān)家提問(wèn),而無(wú)需有議價(jià)的壓力;一旦他們決定購(gòu)買(mǎi),將由銷(xiāo)售人員接手。

????渴望有朝一日趕超寶馬的雷克薩斯(Lexus),與蘋(píng)果的思路大同小異。潘世奇汽車(chē)集團(tuán)(Penske Motor Group)的格雷格?潘世奇,在加州艾爾蒙特市的Longo雷克薩斯店以及圣何塞的Stevens Creek雷克薩斯店雇傭“雷克薩斯專(zhuān)家”(“Lexperts”)已有近三年之久。

????潘世奇表示:“盡管借鑒了‘蘋(píng)果天才’(Apple Genius)這一理念,但我們招募的大學(xué)生能了解汽車(chē)行業(yè),看到自己可能的職業(yè)道路,而且還能開(kāi)好車(chē)。他們的起薪也與‘蘋(píng)果天才’非常接近。如今,所有廠商都在考慮這么干,因?yàn)殡S著技術(shù)日趨變成直觀感受,我們希望確保顧客獲得最佳的客戶(hù)體驗(yàn)。”

????傳統(tǒng)汽車(chē)零售,即客戶(hù)握著報(bào)紙走進(jìn)汽車(chē)展銷(xiāo)店,然后要么被晾在一邊,要么被強(qiáng)行推銷(xiāo)的銷(xiāo)售人員忽悠的銷(xiāo)售模式,正迅速消亡,這一點(diǎn)已經(jīng)不是什么秘密。大多數(shù)成功的零售商正采用新戰(zhàn)術(shù)?;ヂ?lián)網(wǎng)正在汽車(chē)零售中扮演日益重要的角色。消費(fèi)者會(huì)花很多時(shí)間去研究[自己想買(mǎi)的車(chē)型],他們往往對(duì)相關(guān)車(chē)型及其正常售價(jià)了如指掌。

????在美國(guó),汽車(chē)經(jīng)銷(xiāo)商都是私有專(zhuān)營(yíng)企業(yè)。因此,[產(chǎn)品]專(zhuān)家和“天才”是由經(jīng)銷(xiāo)商雇傭,雖然他們通常是由汽車(chē)制造商進(jìn)行培訓(xùn)。

????寶馬表示正在接近達(dá)成目標(biāo),即到今年年底,寶馬339家美國(guó)經(jīng)銷(xiāo)商雇傭500名[產(chǎn)品]“天才”。一年前,寶馬在該公司歐洲經(jīng)銷(xiāo)商中推出了這一理念。寶馬表示,有些規(guī)模較大的經(jīng)銷(xiāo)商雇傭的[產(chǎn)品]專(zhuān)家多達(dá)10名;而且四分之一的[產(chǎn)品]專(zhuān)家是女性。

????寶馬負(fù)責(zé)營(yíng)銷(xiāo)的董事伊恩?羅伯森表示:“汽車(chē)制造商正改變整個(gè)零售體驗(yàn),而[產(chǎn)品]天才們是我們?yōu)轭櫩痛蛟旄袃?nèi)容、更加友好的客戶(hù)體驗(yàn)的第一線(xiàn)?!?3個(gè)國(guó)家的寶馬經(jīng)銷(xiāo)商,共雇傭了1500多名[產(chǎn)品]“天才”。其中有一名是在中國(guó)西藏。

????本月,寶馬“天才”們?cè)谀侥岷诰凼?,羅伯森在會(huì)后表示:“他們很興奮,他們喜歡這個(gè)新角色,而且他們尤其高興的是,顧客非常喜歡這種能獲取信息,且沒(méi)有購(gòu)物壓力的氛圍?!?/p>

????汽車(chē)零售業(yè)未來(lái)的新篇章已經(jīng)展開(kāi),有些汽車(chē)品牌的顧客,足不出戶(hù)就能查看特定經(jīng)銷(xiāo)商的庫(kù)存、下訂單并安排融資。美國(guó)最大的公營(yíng)連鎖汽車(chē)經(jīng)銷(xiāo)商AutoNation稱(chēng),該公司將于今年12月推出在線(xiàn)系統(tǒng),使買(mǎi)家能從經(jīng)銷(xiāo)商庫(kù)存中選擇并預(yù)訂車(chē)輛。

????也許是預(yù)見(jiàn)到未來(lái)的發(fā)展趨勢(shì),寶馬已開(kāi)始在線(xiàn)上提供“天才”服務(wù)。(財(cái)富中文網(wǎng))

????譯者:Hunter

????審稿:李翔

????To help stay on top as global No. 1 maker of luxury automobiles, Germany’s BMW is redesigning the way its dealerships operate, a process that will include more “genius” product specialists and fewer sales personnel.

????The concept, popularized by Apple AAPL 1.19% with in-store specialists who explain the company’s laptops and other products, is a softer and more relaxed approach. Shoppers can pose questions to a trained expert without the pressure of price negotiation; once they’re ready to buy, a sales person takes over.

????Lexus, which has ambitions to catch BMW one day, is thinking in the same direction. Greg Penske of Penske Motor Group has been employing “Lexperts” at Longo Lexus in El Monte, Calif., and Lexus of Stevens Creek in San Jose, Calif., for about three years.

????“Even though it’s derived from the Apple Genius concept, we have been able to recruit college students who can learn about the business, see the career paths they can take—it’s a very similar income as an Apple Genius starting out—and drive cool cars,” Penske said. “You are seeing all manufacturers looking at doing this because as technology is getting more intuitive, we want to make sure customers get the best guest experience.”

????It’s not exactly a secret that conventional automotive retailing, in which customers visit showrooms clutching the Sunday newspaper and either are ignored or fast-talked by high-pressure sales people is vanishing quickly. Most successful retail operations are employing new tactics. The Internet is playing a bigger and bigger role in automotive retailing. Shoppers spend hours doing research and often are extremely knowledgeable about the vehicle and the price at which it should sell.

????Dealers in the U.S. are privately-owned franchises. Experts and geniuses, therefore, are employed by the dealers, though often trained by the automaker.

????BMW said it’s closing in on a goal of having 500 geniuses employed at 339 U.S. dealerships by the end of the year. The idea was rolled out at BMW dealerships in Europe a year earlier. Some of the larger dealerships employ as many as ten; and a quarter of the personnel are women, BMW said.

????Ian Robertson, BMW board member for marketing, said, “the automaker is changing the entire retail experience, and the geniuses are the front line to make it more informative and friendly for our customers.” More than 1,500 are working in dealerships in 43 countries, including one in Tibet.

????Following a meeting of geniuses in Munich this month, Robertson said, “they’re excited, they like the new role, and they especially like seeing how much customers enjoy an atmosphere of information and no sales pressure.”

????The next chapter in the future of automotive retailing already in unfolding, allowing customers for some car brands to examine the inventories of vehicles at specific dealerships, place an order and arrange financing – without a visit. AutoNation, the biggest publicly-owned chain of dealerships in the U.S., said it would unveil in December an online system that will allow buyers to select and reserve vehicles from dealer inventory.

????BMW, perhaps anticipating the future, is making its geniuses available online as well.

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