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市場調查報告書
商品編碼
1303467
策略分析：二輪車OEM的新興數位化零售策略Strategic Analysis of Two-wheeler OEMs' Emerging Digital Retail Strategies |
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顛覆性技術，無縫融合線上和店內體驗，並將重點轉向消費者期望
由於數位革命，當今的零售業發生了巨大變化，兩輪車業務也不例外。二輪車製造商迅速擁抱數位化，以實現更好的客戶體驗、更高效的業務流程和更高的銷售額。
數位化改變了二輪車製造商與客戶互動、開展業務和銷售的方式。這些原始設備製造商透過數位展廳、線上預訂和購買、可定製配置器、行動應用程式、資料分析和改進的售後服務來改變兩輪車購買流程。此外，為了最大限度地提高客戶期望並保持數位二輪車創新的領先地位，必須靈活應對數位技術的發展。
本報告考察了OEM在二輪車行業零售環節價值鏈中的數位化努力，揭示了OEM當前採用的數位技術和戰略。該分析將數位零售（原始設備製造商使用各種顛覆性技術和業務解決方案/軟體）大致分為四類：數位行銷、經銷商、採購流程和售後服務。本研究確定了頂級汽車原始設備製造商目前在零售領域開展的數位化活動，並提供了有關未來可以探索哪些成長機會的見解。透過各種用例和比較分析，展示了該行業數位化的範圍和潛力。它討論了原始設備製造商如何利用數位工具來降低成本、創造品牌資產並透過各種數位和沈浸式體驗吸引目標客戶。調查期間為2022年至2027年。
目錄
戰略問題
- 為什麼成長如此困難？
- The Strategic Imperative 8 (TM)
- 二輪車行業數位零售的戰略挑戰：三大影響
- 透過成長管道引擎 (TM) 加速成長機會
成長機會分析
- 分析範圍
- 定義汽車數位零售
- 汽車數位零售的階段
- 二輪車零售數位化進程
- 成長促進因素
- 生長抑制因素
成長環境
- 數位行銷比較分析：OEM 之間
- 數位化經銷商的比較分析：OEM之間
- 數位化採購流程的比較分析：OEM 之間
- 數位化售後服務對比分析：OEM之間
- VRIO分析：OEM數位零售各個層面的數位化
- 數位行銷：主要二輪車OEM分析
- 數位化經銷商：主要二輪車OEM分析
- 數位化採購流程：主要二輪車OEM分析
- 數位化後市場服務：主要二輪車OEM分析
數位化零售行銷
- 行銷數位化步驟
- 數位零售行銷的類型
- 二輪車品牌的數位零售行銷方法：Harley-Davidson
- 行銷組合策略的 4P：數位化
- 行銷組合策略的 4P：數位化用例
- 從多管道方法轉向全管道方法
- 客戶旅程全管道行銷
- 二輪車品牌的全管道行銷方法：用例
- 技術：人工智慧/機器學習在二輪車數位行銷中的應用
- 技術：AR/VR 在二輪車數位行銷中的應用
- 技術：二輪車數位行銷中的虛擬世界
- VRIO 分析結果：數位行銷
- 數位行銷：主要二輪車OEM分析
- 數位行銷要點
- 推薦的行銷數位化策略
經銷商展廳數位化
- 經銷商數位化步驟
- 經銷商展廳的類型
- 數位化經銷商行銷
- 數位化展廳
- 客戶關係管理工具
- 二輪車品牌用例：Yamaha Motor
- 二輪車品牌用例：Honda Motorcycles
- 技術：二輪車經銷商中的人工智慧和機器學習
- 技術：二輪車經銷商的 AR/VR
- VRIO 分析結果：數位經銷商
- 數位化經銷商：主要二輪車OEM分析
- 數位經銷商要點
- 為經銷商推薦的數位化策略
採購流程數位化
- 採購流程數位化的步驟
- 客戶客製化車輛
- 採購流程數位化
- 促進數位採購流程的數位應用服務
- OEM 折價/二手車數位平台
- 使用案例：Harley-Davidson有效數位化購買流程
- 技術：用於二輪車客製化的 3D 車輛配置器
- 技術：用於採購流程的數位應用程式/平台
- VRIO 分析結果：數位化採購流程
- 數位化採購流程：主要二輪車OEM分析
- 數位購買流程的要點
- 推薦的採購流程數位化策略
售後服務數位化
- 售後服務數位化
- 數位化售後服務：OEM 用例
- 技術售後服務預測分析
- VRIO分析結果：數位化售後服務
- 數位化後市場服務：主要二輪車OEM分析
- 售後服務數位化要點
- 售後服務數位化戰略
充滿成長機會的宇宙
- 成長機會1：部署人工智慧應用程式
- 成長機會2：提供便捷貸款和嵌入式保險
- 成長機會3：利用數位工具並創造新的收入來源
下一步
- 下一步
- 為什麼選擇 Frost & Sullivan？為什麼選擇現在？
- 附件清單
- 免責聲明
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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