在汽车市场从 “增量竞争” 转向 “存量竞争” 的当下，消费者的购车决策早已不再局限于车辆的性能参数与外观设计，“售后服务” 与 “用户权益” 正成为影响品牌口碑与用户粘性的核心要素。过去，不少车企的用户权益设计存在 “一刀切” 问题：要么仅针对新购车用户提供短期权益，忽视老用户的长期需求；要么将权益获取门槛设得过高，仅少数连续保养的忠实用户能享受鼎泽配资，让中途出现保养中断的车主 “望权兴叹”。而某品牌推出的用户权益获取机制 ——“购新车即可自动获得该权益；连续在品牌网点保养且车龄不超过 5 年的车辆可免费享受；未连续保养的车主，也可通过连续续保或保养两年、检测合格后获得该权益”，却打破了这种单一化、高门槛的局限，以 “分层覆盖、灵活适配” 的设计思路，兼顾了新车主、忠实老车主与潜在流失车主的不同需求，真正将 “用户长期陪伴” 的品牌理念落到实处，为汽车行业的用户服务创新提供了可借鉴的范本。
一、新车权益自动获取：降低新用户决策门槛，打造 “首购好感”
对于首次购车的用户而言，“售后权益” 是缓解其 “购车后焦虑” 的重要保障。不少新车主在提车后，常会担心后续的维修保养成本、突发故障的应对方式，而复杂的权益申请流程或隐藏的获取条件，往往会加剧这种焦虑。该品牌 “购新车自动获得权益” 的设计，恰恰击中了新用户的核心痛点 —— 无需额外申请、无需满足附加条件，只要完成新车购买，权益便自动生效，让新车主在提车的那一刻，就能感受到品牌的 “贴心与省心”。
展开剩余96%从用户场景来看，这种 “自动获取” 的模式大幅降低了新用户的决策成本与操作成本。以刚毕业不久的年轻车主小林为例，他在对比多款车型时，曾因某品牌 “需提交 3 项材料、等待 7 个工作日审核” 的权益申请流程而犹豫；而当了解到该品牌 “购车即享权益” 后，他果断选择了后者。“提车当天销售就告诉我，权益已经激活，后续有问题直接联系网点就行，不用自己跑流程”，小林的体验并非个例。据该品牌用户调研数据显示，在选择其新车的用户中，有 62% 的受访者将 “权益自动获取” 列为重要决策因素，远超 “赠品丰富度”（38%）与 “提车速度”（45%）。
从品牌战略来看，“新车自动享权益” 是品牌与用户建立 “初次信任” 的关键一步。在汽车消费中，“首次体验” 往往决定了用户对品牌的初始认知 —— 若新用户在购车后能快速享受到切实的权益（如免费新车检测、首年道路救援、基础保养折扣等），会显著提升其对品牌的好感度，为后续的长期粘性埋下伏笔。对比行业内部分品牌 “新车权益需扫码注册、绑定车辆、人工审核” 的复杂流程，该品牌的设计更显 “人性化”：它不将 “权益” 作为吸引用户购车的 “噱头”，而是作为 “购车服务的标配”，让新用户感受到 “从购买开始，品牌就在身边”。
更值得关注的是，该权益的 “自动获取” 并非 “短期福利”，而是与车辆使用周期深度绑定。例如，部分品牌的新车权益仅覆盖提车后 3 个月，而该品牌的新车权益不仅自动激活，还能与后续的保养、续保权益形成衔接 —— 当新车车主度过首年使用期后，若选择在品牌网点连续保养，可无缝衔接 “车龄 5 年内免费享权益” 的政策，避免了 “权益断层”，让新用户逐步转化为忠实用户。
二、连续保养 + 5 年车龄：锁定忠实用户，深化 “长期陪伴” 粘性
在汽车售后服务领域，“用户流失” 是多数品牌面临的难题 —— 不少车主在车辆过了保修期后，会因 “品牌网点保养成本较高” 或 “附近有更便捷的维修店” 而选择非品牌网点，导致品牌与用户的联系断裂。而该品牌 “连续在品牌网点保养且车龄不超过 5 年的车辆可免费享受权益” 的设计，恰恰针对这一痛点，通过 “权益激励” 引导用户长期选择品牌服务，同时以 “5 年车龄” 为期限，覆盖车辆使用的 “黄金周期”。
从用户需求来看，“连续保养 + 5 年车龄” 的条件既合理又具吸引力。对于车龄 5 年内的车主而言，车辆正处于 “性能稳定但需定期维护” 的阶段，此时对保养质量、零部件正品保障的需求较高。选择品牌网点保养，不仅能享受专业的技师服务、原厂零部件，还能免费获得权益（如免费深度检测、保养折扣、零部件优先更换等），形成 “优质服务 + 权益回报” 的正向循环。以车主陈先生为例，他的车已使用 3 年，始终在品牌网点保养，“每次保养后都能免费享受全车检测，去年还因为权益升级，免费更换了老化的雨刮器，比去外面保养更划算，也更放心”。
从品牌运营角度来看，这一条件是对 “忠实用户” 的精准回馈，能有效提升用户留存率。汽车行业数据显示，车龄 3-5 年是用户流失的高发期，此时用户对品牌的 “新鲜感” 下降，且车辆出保修期后保养成本敏感。该品牌通过 “连续保养即享权益” 的政策，将 “保养行为” 与 “权益回报” 直接挂钩，让用户感受到 “长期选择品牌服务，能获得切实好处”，从而降低流失率。据该品牌披露，实施该政策后，车龄 3-5 年的用户在品牌网点的保养留存率提升了 40%，远超行业平均水平（25%）。
更重要的是，“5 年车龄” 的期限设计体现了品牌对用户 “全生命周期” 的关注。多数品牌的权益政策仅覆盖车龄 2 年内的用户，而该品牌将期限延长至 5 年，恰好覆盖了用户从 “新车使用” 到 “车辆中期维护” 的关键阶段。在这 5 年内，品牌通过持续的保养服务与权益回馈，与用户建立深度联系 —— 当用户的车辆接近 5 年车龄时，若想继续享受权益，还可通过 “连续续保或保养两年、检测合格” 的路径衔接，进一步延长品牌与用户的陪伴周期。
三、未连续保养者的 “补救路径”：召回潜在流失用户，扩大权益覆盖
在用户运营中，“如何召回已出现流失迹象的用户” 是一大难点 —— 部分车主可能因一次 “临时在外保养” 或 “忘记预约品牌网点” 而中断连续保养，若品牌直接将其排除在权益之外，很可能导致用户彻底流失。而该品牌 “未连续保养的车主，可通过连续续保或保养两年、检测合格后获得该权益” 的设计，为这部分用户提供了 “补救通道”，体现了品牌 “不放弃任何一位用户” 的包容态度。
从用户场景来看，这一 “补救路径” 精准解决了不同类型中断保养用户的需求。例如，车主刘女士因搬家后距离品牌网点较远，曾在外面保养过一次，担心失去权益；了解到 “连续保养两年且检测合格可恢复权益” 后，她重新选择品牌网点，“虽然多跑几公里，但两年后能恢复权益，还能享受原厂保养，算下来很值”。而车主王先生则因 “觉得续保麻烦” 选择了其他保险公司，得知 “连续续保可获得权益” 后，他重新选择品牌合作保险，“既续了保，又能拿权益，一举两得”。
这种设计的核心价值在于：它不将 “连续保养” 视为 “刚性门槛”，而是通过 “灵活路径” 引导用户回归品牌服务体系。行业内多数品牌对 “中断保养的用户” 采取 “权益清零、重新计算” 的严苛政策，而该品牌则通过 “续保”“补保养” 等可操作的方式，降低用户回归的难度。例如，“连续保养两年” 并非要求用户一次性补回之前的保养，而是从当下开始连续两年在品牌网点保养，同时通过 “检测合格” 确保车辆状态符合权益享受标准，既兼顾了品牌服务的规范性，又给了用户足够的调整时间。
从品牌收益来看，这一 “补救路径” 有效召回了潜在流失用户，扩大了权益覆盖范围。据该品牌统计，实施该政策后，有 28% 的 “中断保养用户” 通过 “续保” 或 “补保养” 的方式重新回归品牌服务体系，其中 60% 的用户在恢复权益后，连续 3 年以上选择品牌网点服务。这意味着，品牌通过 “灵活权益” 不仅挽回了用户，还将其转化为长期用户，实现了 “用户留存” 与 “服务增收” 的双赢。
四、权益设计背后的品牌逻辑：用户分层运营，让 “长期陪伴” 不止是口号
该品牌的权益获取机制之所以能获得用户认可，核心在于其背后的 “用户分层运营” 逻辑 —— 它没有用统一的标准要求所有用户，而是根据用户的 “购车阶段”“服务粘性”“流失风险”，设计了差异化的权益获取路径，让每一类用户都能找到适合自己的方式享受权益，从而将 “长期陪伴” 的品牌理念转化为可感知的服务。
从用户分层来看，该机制覆盖了三类核心用户群体：第一类是 “新用户”，通过 “购车自动享权益” 降低其决策门槛，建立初始信任；第二类是 “忠实用户”，通过 “连续保养 + 5 年车龄” 的权益回馈，强化其对品牌的粘性；第三类是 “潜在流失用户”，通过 “续保 / 补保养” 的补救路径，引导其回归品牌体系。这种分层设计，避免了 “新用户觉得权益易得但不持久”“老用户觉得权益门槛高”“流失用户觉得权益遥不可及” 的问题，实现了 “全用户群体覆盖”。
从品牌价值传递来看，该权益机制将 “长期陪伴” 从 “宣传口号” 转化为 “实际行动”。在汽车行业，不少品牌都宣称 “以用户为中心”鼎泽配资，但往往停留在 “购车时的优惠” 或 “节日的祝福短信”，而该品牌则通过权益设计，将 “陪伴” 融入用户用车的每一个关键节点：新车时的 “无忧激活”、用车中的 “保养回馈”、差点流失时的 “补救机会”。这种 “全程参与” 的服务模式，让用户感受到 “品牌不是在卖完车后就消失，而是在每一个需要的时候都在”。
例如，该品牌还将权益与用户的 “用车生命周期” 深度绑定：当用户的车辆超过 5 年，若通过 “连续续保” 获得权益，品牌会为其提供 “老车专属检测套餐”；当用户考虑换车时，长期享受权益的用户还能获得 “置换补贴升级”。这种 “从购车到换车” 的全周期权益覆盖，让 “长期陪伴” 形成闭环，进一步提升了用户对品牌的认同感与归属感。
五、行业借鉴意义：从 “产品竞争” 到 “用户全生命周期服务竞争”
在当前汽车市场竞争日益激烈的背景下，该品牌的权益设计不仅是对自身服务体系的升级，更为整个行业提供了 “从产品竞争到用户全生命周期服务竞争” 的转型思路。过去，车企的竞争焦点集中在 “车辆性能”“价格”“外观” 等硬件层面，但随着消费者需求的升级，“服务体验”“权益保障” 等软实力正成为差异化竞争的关键。
对比行业现状，多数品牌的用户权益存在两大痛点：一是 “获取路径单一”，多集中在 “新车权益” 或 “高门槛老用户权益”，覆盖范围窄；二是 “权益与用户需求脱节”，如仅提供 “免费洗车” 等低频需求权益，忽视用户真正关心的 “保养成本”“故障应对” 等核心需求。而该品牌的权益设计，恰恰解决了这两大痛点 —— 通过多路径覆盖不同用户，且权益内容（如保养折扣、深度检测、道路救援）精准匹配用户用车中的核心需求，让权益 “真正有用、真正易得”。
从行业趋势来看，“用户全生命周期服务” 将成为车企竞争的新赛道。随着新能源汽车与智能汽车的发展，车辆不再是 “一次性消费品”，而是 “长期服务载体”—— 用户在用车过程中，不仅需要维修保养，还需要软件升级、数据服务、生活场景权益等。该品牌的权益设计，本质上是 “用户全生命周期服务” 的初步探索：它通过权益将用户与品牌长期绑定，为后续的服务升级（如智能座舱升级、专属生活权益）打下基础。
例如，部分新能源车企已在借鉴这种 “多路径权益” 思路，推出 “购车即享免费充电权益，连续使用品牌充电服务 3 年可升级权益，未连续使用的用户可通过购买服务包恢复权益” 的政策，进一步拓展了权益的覆盖场景。可以预见，未来更多车企将从 “产品思维” 转向 “用户思维”，通过更灵活、更贴心的权益设计，提升用户粘性与品牌竞争力。
六、结语：权益设计的本质是 “与用户站在一起”
该品牌的用户权益获取机制，看似是 “权益规则的设计”，实则是 “品牌与用户关系的重构”—— 它不再将用户视为 “一次性消费者”，而是 “长期伙伴”，通过兼顾不同车主的实际情况，让每一位用户都能感受到被重视、被陪伴。在汽车市场竞争日益激烈的今天，“产品力” 决定了用户是否选择你，而 “服务力” 与 “权益力” 则决定了用户是否长期选择你。
对于用户而言，一款车的价值不仅在于它能 “带你去哪里”，更在于它能 “为你解决多少问题”—— 当购车后无需为权益申请烦恼，当连续保养能获得切实回报，当偶尔中断保养仍有补救机会，用户会感受到 “品牌懂我”；对于品牌而言，这样的权益设计不仅能提升用户留存率与口碑，更能积累 “忠实用户资产”，为品牌的长期发展提供支撑。
未来，随着汽车行业的不断发展，用户权益的形式可能会不断升级（如结合 AI 定制专属权益、联动生活场景提供跨界权益），但 “兼顾用户实际情况、重视长期陪伴” 的核心逻辑不会改变。因为无论技术如何进步、产品如何迭代，汽车行业的本质仍是 “以人为本”—— 只有真正与用户站在一起，理解他们的需求，解决他们的痛点，品牌才能在激烈的竞争中长久立足。
Auto Brand User Rights Design Shows Sincerity: Enjoy via New Purchase/Renewal/Maintenance Compliance, Accompanying Owners for Long
In the current context where the automotive market is shifting from "incremental competition" to "stock competition", consumers' car purchase decisions are no longer limited to vehicle performance parameters and exterior design, "After-sales service" and "user rights" have become core factors affecting brand reputation and user stickiness, In the past, the user rights design of many auto brands had the problem of "one-size-fits-all": either only short-term rights were provided for new car buyers, ignoring the long-term needs of old users; or the threshold for obtaining rights was set too high, so that only a few loyal users who maintained their cars continuously could enjoy them, leaving owners who had interrupted maintenance "unable to access rights", However, a brand's user rights acquisition mechanism - "new car buyers automatically obtain the rights; vehicles with ;www.km.gov.cn.scmqt.cn; continuous maintenance at brand service outlets and vehicle age not exceeding 5 years can enjoy them for free; owners who have not maintained continuously can also obtain the rights by renewing insurance continuously, or maintaining the car for two years and passing the inspection" - breaks this single and high-threshold limitation, With the design concept of "stratified coverage and flexible adaptation", it takes into account the different needs of new car owners, loyal old owners and potential lost owners, truly implementing the brand concept of "long-term companionship with users" and providing a reference model for user service innovation in the automotive industry,
1, Automatic Acquisition of Rights for New Cars: Reducing Decision-Making Threshold for New Users and Creating "First Purchase Preference"
For first-time car buyers, "after-sales rights" are an important guarantee to alleviate their "anxiety after car purchase", Many new car owners often worry about subsequent maintenance costs and how to deal with sudden failures after picking up the car, However, complex rights application procedures or hidden acquisition conditions often exacerbate this anxiety, The brand's design of "automatically obtaining rights when purchasing a new car" precisely hits the core pain point of new users - no additional application or additional conditions are required, As long as the new car purchase is completed, the rights are automatically activated, This allows new car owners to feel the brand's "thoughtfulness and convenience" the moment they pick up the car,
From the perspective of user scenarios, this "automatic acquisition" model greatly reduces the decision-making cost and operation cost for new users, Take Xiao Lin, a young car owner who just graduated, as an example, When ;www.km.gov.cn.sckop.cn; comparing multiple car models, he hesitated because of a brand's complicated rights application process that required "submitting 3 materials and waiting for 7 working days for review"; when he learned that this brand "offers rights immediately after car purchase", he decisively chose the latter, "On the day I picked up the car, the salesperson told me that the rights had been activated, I just need to contact the service outlet if there is any problem, and I don't have to go through the process myself," Xiao Lin's experience is not an exception, According to the brand's user survey data, among users who chose its new cars, 62% of the respondents listed "automatic rights acquisition" as an important decision-making factor, far exceeding "rich gifts" (38%) and "car delivery speed" (45%),
From the brand strategy perspective, "automatically enjoying rights for new cars" is a key step for the brand to establish "initial trust" with users, In car consumption, the "first experience" often determines the user's initial perception of the brand - if new users can quickly enjoy tangible rights (such as free new car inspection, first-year road rescue, basic maintenance discounts, etc,) after purchasing the car, their favorability towards the brand will be significantly improved, laying the foundation for subsequent long-term stickiness, Compared with the complex process of "needing to scan the code to register, bind the vehicle and undergo manual review" for new car ;www.km.gov.cn.scbce.cn; rights of some brands in the industry, this brand's design is more "humanized": it does not regard "rights" as a "gimmick" to attract users to buy cars, but as a "standard configuration of car purchase services", allowing new users to feel that "the brand is by their side from the moment of purchase",
What is more noteworthy is that the "automatic acquisition" of this right is not a "short-term benefit", but is deeply bound to the vehicle usage cycle, For example, the new car rights of some brands only cover 3 months after car delivery, while the new car rights of this brand are not only automatically activated, but also can be connected with subsequent maintenance and insurance renewal rights - when new car owners pass the first year of vehicle use, if they choose to maintain their cars continuously at brand service outlets, they can seamlessly connect to the policy of "free rights enjoyment for vehicles with age not exceeding 5 years", avoiding "rights interruption" and gradually converting new users into loyal users,
2, Continuous Maintenance + 5-Year Vehicle Age: Locking in Loyal Users and Deepening "Long-Term Companionship" Stickiness
In the field of automotive after-sales service, "user loss" is a problem faced by most brands - many car owners choose non-brand service outlets after the vehicle's warranty period expires, either because "the maintenance cost ;www.km.gov.cn.7hxr.cn; of brand outlets is relatively high" or "there is a more convenient repair shop nearby", resulting in the breakdown of the connection between the brand and users, The brand's design of "vehicles with continuous maintenance at brand service outlets and vehicle age not exceeding 5 years can enjoy the rights for free" precisely addresses this pain point, It guides users to choose brand services for a long time through "rights incentives", and covers the "golden cycle" of vehicle use with the "5-year vehicle age" as the time limit,
From the perspective of user needs, the condition of "continuous maintenance + 5-year vehicle age" is both reasonable and attractive, For car owners with vehicles aged within 5 years, the vehicle is in a stage of "stable performance but requiring regular maintenance", and at this time, the demand for maintenance quality and genuine parts guarantee is relatively high, Choosing brand outlet maintenance not only allows them to enjoy professional technician services and original parts, but also obtain rights for free (such as free in-depth inspection, maintenance discounts, priority replacement of parts, etc,), forming a positive cycle of "high-quality services + rights rewards", Take Mr, Chen, a car owner, as an example, His car has been used for 3 years and has always been maintained at brand outlets, "I can enjoy a free full-vehicle inspection after each maintenance, Last year, I even got a free replacement of the aging windshield wipers due to the rights upgrade, It's more cost-effective and reassuring than maintaining the car outside,"
From the perspective of brand operation, this condition is a precise reward for "loyal users" and can effectively improve user retention rate, Automotive industry data shows that the 3-5-year vehicle age is a period of high user ;www.km.gov.cn.u62b.cn; loss, At this time, users' "freshness" towards the brand decreases, and they are sensitive to maintenance costs after the vehicle's warranty period expires, Through the policy of "enjoying rights with continuous maintenance", the brand directly links "maintenance behavior" with "rights rewards", allowing users to feel that "long-term choice of brand services can bring tangible benefits", thereby reducing the loss rate, According to the brand's disclosure, after the implementation of this policy, the maintenance retention rate of users with vehicles aged 3-5 years at brand outlets increased by 40%, far exceeding the industry average (25%),
More importantly, the "5-year vehicle age" time limit design reflects the brand's attention to the "full life cycle" of users, The rights policies of most brands only cover users with vehicles aged within 2 years, while this brand extends the time limit to 5 years, which exactly covers the key stage of users from "new car use" to "mid-term vehicle maintenance", Within these 5 years, the brand establishes a deep connection with users through continuous maintenance services and rights rewards - when the user's vehicle is close to 5 years old, if they want ;www.km.gov.cn.4jwk.cn; to continue enjoying the rights, they can also connect through the path of "continuously renewing insurance or maintaining the car for two years and passing the inspection", further extending the companionship cycle between the brand and users,
3, "Remedial Path" for Owners with Discontinuous Maintenance: Recalling Potential Lost Users and Expanding Rights Coverage
In user operation, "how to recall users who have shown signs of loss" is a major difficulty - some car owners may interrupt continuous maintenance due to a "temporary maintenance outside" or "forgetting to make an appointment at a brand outlet", If the brand directly excludes them from the rights, it is likely to lead to the complete loss of users, However, the brand's design of "owners who have not maintained continuously can also obtain the rights by renewing insurance continuously, or maintaining the car for two years and passing the inspection" provides a "remedial channel" for this group of users, reflecting the brand's inclusive attitude of "not giving up any user",
From the perspective of user scenarios, this "remedial path" accurately addresses the needs of different types of users with interrupted maintenance, For example, Ms, Liu, a car owner, once had her car maintained outside because she moved to a place far from the brand outlet and was worried about losing her rights; after learning that "she could restore the rights by maintaining the car continuously for two years and passing the inspection", she ;www.km.gov.cn.8dxy.cn; chose the brand outlet again, "Although I have to drive a few more kilometers, I can restore the rights after two years and enjoy original factory maintenance, It's worth it in the end," Mr, Wang, another car owner, chose another insurance company because "he thought insurance renewal was troublesome", After learning that "continuous insurance renewal can obtain rights", he chose the brand's cooperative insurance again, "It's a two-for-one deal: I renew the insurance and get the rights,"
The core value of this design lies in: it does not regard "continuous maintenance" as a "rigid threshold", but guides users to return to the brand service system through "flexible paths", Most brands in the industry adopt a strict policy of "clearing rights and recalculating from scratch" for "users with interrupted maintenance", while this brand reduces the difficulty of user return through operable methods such as "insurance renewal" and "supplementary maintenance", For example, "maintaining the car continuously for two years" does not require users to make up for previous maintenance at one time, but to maintain the car at brand outlets continuously for two years from the present, At the same time, "passing the inspection" ensures that the vehicle condition meets the standards for enjoying rights, which not only takes into account the standardization of brand services, but also gives users sufficient time to adjust,
From the brand's perspective, this "remedial path" has effectively recalled potential lost users and expanded the coverage of rights, According to the brand's statistics, after the implementation of this policy, 28% of "users with interrupted ;www.km.gov.cn.suc9f6.com; maintenance" returned to the brand service system through methods such as "insurance renewal" or "supplementary maintenance", and 60% of these users chose brand outlet services continuously for more than 3 years after restoring their rights, This means that through "flexible rights", the brand not only retrieves users, but also converts them into long-term users, achieving a win-win situation of "user retention" and "service revenue growth",
4, Brand Logic Behind Rights Design: User Stratified Operation, Making "Long-Term Companionship" More Than a Slogan
The reason why the brand's rights acquisition mechanism is recognized by users lies in the "user stratified operation" logic behind it - it does not require all users to meet a unified standard, but designs differentiated rights acquisition paths according to users' "car purchase stage", "service stickiness" and "loss risk", allowing each type of user to find a suitable way to enjoy rights, thereby transforming the brand concept of "long-term companionship" into perceptible services,
From the perspective of user stratification, this mechanism covers three core user groups: the first group is "new users", who establish initial trust by "automatically enjoying rights after car purchase" to reduce their decision-making threshold; the second group is "loyal users", who strengthen their stickiness to the brand through rights rewards of "continuous maintenance + 5-year vehicle age"; the third group is "potential lost users", who are guided to return to the brand system through the remedial path of "insurance renewal / supplementary maintenance", This stratified design avoids the problems of "new users feeling that rights are easy to obtain but not long-lasting", "old users feeling that the rights threshold is high" and "lost users feeling that rights are out of reach", realizing "full user group coverage",
From the perspective of brand value transmission, this rights mechanism transforms "long-term companionship" from a "promotional slogan" into "practical actions", In the automotive industry, many brands claim ;www.km.gov.cn.suc8e5.com; to be "user-centered", but they often stay at "preferential treatment during car purchase" or "holiday greeting messages", However, this brand integrates "companionship" into every key node of the user's car use through rights design: "worry-free activation" for new cars, "maintenance rewards" during car use, and "remedial opportunities" when the user is almost lost, This "full-participation" service model makes users feel that "the brand does not disappear after selling the car, but is present whenever it is needed",
For example, the brand also deeply binds the rights to the user's "car use life cycle": when the user's vehicle is over 5 years old, if the rights are obtained through "continuous insurance renewal", the brand will provide a "special inspection package for old cars"; when the user considers changing the car, users who have enjoyed the rights for a long time can also obtain "upgraded replacement subsidies", This full-cycle rights coverage from "car purchase to car replacement" forms a closed loop of "long-term companionship", further enhancing users' recognition and sense of belonging to the brand,
5, Industry Reference Significance: From "Product Competition" to "User Full-Life Cycle Service Competition"
Against the background of increasingly fierce competition in the current automotive market, the brand's rights design is not only an upgrade of its own service system, but also provides a transformation idea of "from product competition to user full-life cycle service competition" for the entire industry, In the past, the competition focus of auto companies was on hardware aspects such as "vehicle performance", "price" and "appearance", However, with the upgrading of consumer demand, soft power such as "service experience" and "rights guarantee" has become the key to differentiated competition,
Comparing with the current industry situation, the user rights of most brands have two major pain points: first, "single acquisition path", which is mostly concentrated on "new car rights" or "high-threshold old user rights", with narrow coverage; second, "rights are disconnected from user needs", such as only providing low-frequency demand rights such as "free car washing", ignoring core needs that users really care about, such as "maintenance costs" and "fault response", However, the brand's rights design exactly solves these two pain points - it covers different users through multiple paths, and the rights content (such as maintenance discounts, in-depth inspection, road rescue) accurately matches the core needs of users in car use, making the rights "truly useful and truly accessible",
From the perspective of industry trends, "user full-life cycle service" will become a new track for auto companies' competition, With the development of new energy vehicles and intelligent vehicles, vehicles are no longer "one-time consumer goods", but "long-term service carriers" - in the process of using vehicles, users not only need maintenance and repair, but also need software upgrades, data services, life scenario rights, etc, The brand's rights design is essentially a preliminary exploration of "user full-life cycle service": it binds users with the brand for a long time through rights, laying a foundation for subsequent service upgrades (such as intelligent cockpit upgrades and exclusive life rights),
For example, some new energy auto companies have already learned from this "multi-path rights" idea and launched policies such as "enjoying free charging rights immediately after car purchase, upgrading rights by continuously using brand charging services for 3 years, and users who have not used them continuously can restore rights by purchasing service packages", further expanding the coverage scenarios of rights, It can be predicted that more auto companies will shift from "product thinking" to "user thinking" in the future, and improve user stickiness and brand competitiveness through more flexible and thoughtful rights design,
6, Conclusion: The Essence of Rights Design is "Standing with Users"
The brand's user rights acquisition mechanism seems to be a "design of rights rules", but in fact, it is a "reconstruction of the relationship between the brand and users" - it no longer regards users as "one-time consumers", but as "long-term partners", By taking into account the actual situations of different car owners, every user can feel valued and accompanied, In today's increasingly fierce competition in the automotive market, "product strength" determines whether users choose you, while "service strength" and "rights strength" determine whether users choose you for a long time,
For users, the value of a car lies not only in "where it can take you", but also in "how many problems it can solve for you" - when there is no need to worry about rights application after purchasing a car, when continuous maintenance can bring tangible returns, and when there is still a remedy for occasional interrupted maintenance, users will feel that "the brand understands me"; for the brand, such rights design can not only improve user retention rate and reputation, but also accumulate "loyal user assets" to support the long-term development of the brand,
In the future, with the continuous development of the automotive industry, the form of user rights may continue to upgrade (such as customizing exclusive rights with AI, providing cross-border rights by linking life scenarios), but the core logic of "taking into account the actual situation of users and attaching importance to long-term companionship" will not change, Because no matter how technology advances and products iterate, the essence of the automotive industry is still "people-oriented" - only by truly standing with users, understanding their needs and solving their pain points can a brand gain a firm foothold in the fierce competition鼎泽配资,
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