一方面巧妙地利用消费者“不试不买”的心理,另一方面也体现了对自己产品的信心随着互联网的普及,越来越多的购物行为都在通过电商平台完成。作为大宗消费品的汽车也不例外。2014年新车市场销售渠道2349万辆,其中电商渠道30万辆;占比1.3%;2015年新车销售2460万辆,其中电商渠道74万辆,占比3.0%。虽然占比依然很小,但是增长很快。传统4S店渠道外,汽车厂商也将移动互联网工具和渠道的使用作为精准吸引消费者、提升消费者忠诚度的“重要武器”。但是,汽车不同于 On the one hand clever use of consumer “do not try not to buy ” psychology, on the other hand also reflects the confidence of their products With the popularity of the Internet, more and more shopping behavior are done through the e-commerce platform. Cars as bulk consumer goods are no exception. In 2014, there were 23.49 million new car sales channels, of which 300,000 were e-commerce channels, 1.3% of the total; and 24.6 million new car sales in 2015, of which 740,000 were e-commerce channels, accounting for 3.0% of the total. Although the proportion is still small, but the growth is fast. In addition to the traditional 4S store channels, auto makers also use mobile Internet tools and channels as an “important weapon” to accurately attract consumers and enhance customer loyalty. However, the car is different from