“后备箱计划”启示:数字时代营销变革

“Trunk Plan”Inspiration:Marketing Transformation in The Digital Age

2020年春节前夕,道达尔位于武汉汉阳马沧湖路的加油站员工顾不上冬日寒冷,有条不亲地为前来加油的顾客服务。对于车主来说,直接打开道达尔支付宝“轻店”,足不下车就能完成油枪选择、金额输人和确认支付等加油全过程,电子发票也能自动生成。无接触加油是新冠疫情期间,道达尔和阿里巴巴紧急上线的一-项业务, 如今疫情最严峻的时期虽已过去,但无接触加油却被更广泛地接受了,甚至成为道达尔数字时代营销变革的缩影和象征。

Focusingonthe creationof customer value,the petroleum human resources system must have the abilitytocoexistwith otherentities.andits valueevaluationsystem cancontinuously evaluate,integrate andapply thedigital customer value inactivities,and useall stakeholders in thecustomer value space.The value addedis the goal to carry out in-depth changes.