WO2020151240A1 - 一种ar汽车营销系统和方法 - Google Patents

一种ar汽车营销系统和方法 Download PDF

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WO2020151240A1
WO2020151240A1 PCT/CN2019/106734 CN2019106734W WO2020151240A1 WO 2020151240 A1 WO2020151240 A1 WO 2020151240A1 CN 2019106734 W CN2019106734 W CN 2019106734W WO 2020151240 A1 WO2020151240 A1 WO 2020151240A1
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marketing
data
automobile
car
consumers
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PCT/CN2019/106734
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English (en)
French (fr)
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苏波
徐泽明
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深圳增强现实技术有限公司
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/0601—Electronic shopping [e-shopping]
    • G06Q30/0641—Shopping interfaces
    • G06Q30/0643—Graphical representation of items or shoppers
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/0601—Electronic shopping [e-shopping]
    • G06Q30/0621—Item configuration or customization

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  • the invention relates to the technical field of automobile network marketing, in particular to an AR automobile marketing system and method.
  • the automobile has a long history and has already penetrated into all aspects of social life.
  • the automobile industry has already possessed a huge industrial scale in just 200 years.
  • Under the existing B2C automobile marketing model there is a mismatch in information among consumers, 4S stores, and automobile manufacturers.
  • well-known domestic automobile marketing platforms such as "Autohome” and “Automobile” provide consumers with comprehensive automobile information, and attract traffic to 4S stores through online appointments.
  • the closed sales experience and the 4S shops sitting on the ground to collect money have caused mismatched car consumption information and long time for purchase decisions.
  • the most authentic communication between automobile manufacturers and final consumers is not possible, and automobile sales agencies such as 4S stores cause poor information communication in the sales process.
  • the information is not equal between the consumer's C-end and the automaker's B-end, which leads to the rigidity and weak flexibility of the cars purchased by consumers.
  • the embodiment of the present invention provides an AR automobile marketing system and method, which aims to solve the technical problem of the information mismatch between the C-end and the B-end in the existing automobile marketing methods.
  • the embodiments of the present invention use AR (Augmented Reality) technology to improve traditional marketing methods.
  • AR technology can provide more data for the sales industry and achieve flat marketing.
  • the AR automobile marketing system can break the gap between (C) consumers and B (automakers). Through AR automobile marketing methods, consumers do not need to go to the 4S point to observe and bargain when buying a car.
  • the AR marketing system will provide the most marketing-powered automobile information (appearance, interior, central control, functions, performance parameters, reviews, market data) Centralized in the cloud, virtual experience and purchases can be made anytime and anywhere through any AR smart device, colloquially called "realistic marketing on the road”.
  • the first aspect of the present invention provides an AR automobile marketing system, including:
  • AR smart device is used to collect the physical scene image of the target car, identify the target car and obtain the marketing data of the target car, and use AR technology to add AR marketing content to the physical scene image for consumers to have a virtual experience and AR with consumers Interaction, obtain and upload AR interaction data;
  • the marketing cloud service platform is used to provide real-time marketing data according to the request of AR smart devices, obtain AR interaction data uploaded by AR smart devices, and generate consumer customized data based on consumer behavior data and AR interaction data, and adapt To the automobile data platform to realize the data connection between consumers and automobile manufacturers;
  • the automobile data platform is used to store and coordinate the data of consumers, automobiles and automobile manufacturers, uniformly analyze and process marketing supply and demand information, realize the collaboration of different marketing links, and enable intelligent linkage between various marketing links; by providing consumer customized data , To facilitate automobile manufacturers to quickly respond to customer needs to achieve personalized customization and flexible production of automobiles.
  • the marketing cloud service platform includes:
  • the real-time response module is used to quickly respond to the AR marketing needs of AR smart devices, and realize one or more of the functions of intelligent vehicle model recognition, vehicle configuration customization, AR scene recognition, and vehicle information matching;
  • the information support module is used to implement one or more of the functions of consumer demand release, consumer demand change, consumer opinion processing, and flexible production docking.
  • the AR smart device is used to implement one or more of the following functions: AR scene integrated car purchase, vehicle model intelligent recognition, multiple car purchase scene switching, user focus navigation, virtual car store, fragmented consumption, AR virtual presentation, vehicle parts display, AR somatosensory test drive, car purchase recommendation.
  • the AR smart device is specifically used to dynamically superimpose one or more of the following AR marketing content in the real scene image of the car: car structure animation, function demonstration animation, video explanation, 3D label, voice , Text, showing the performance, appearance, parameters, and space size of the target car to achieve a 3D dynamic car buying experience.
  • the AR smart device is further used to change the characteristics of the target car in combination with the real scene image according to the consumer's instruction, and the characteristics include at least the color of the car paint.
  • the AR smart device is also used to connect to a tactile device, and use AR somatosensory technology to provide tactile feedback to consumers so that consumers can feel the hardness and material of the center console of the target car.
  • the AR smart device is specifically a smart phone, a tablet computer, or AR smart glasses.
  • the second aspect of the present invention provides an AR automobile marketing method based on the AR automobile marketing system as described above, and the method may include:
  • the AR smart device collects the physical scene image of the target car, identifies the vehicle model, obtains the marketing data of the target car, and uses AR technology to add virtual AR marketing content to the physical scene image;
  • AR smart devices use AR real-time environment fusion and rendering technology to provide virtual experience functions, so that consumers can have virtual experience and AR interaction, and output AR interaction data;
  • the marketing cloud service platform obtains AR interaction data uploaded by AR smart devices, and generates consumer customized data based on consumer behavior data and AR interaction data; and adapts consumer customized data to the automotive data platform to realize consumer and Data connection of automobile manufacturers;
  • the marketing cloud service platform uses consumer customized data and commodity basic data to make decisions and complete car purchase behavior tracking.
  • the method also includes: the automobile data platform stores and coordinates the data of consumers, automobiles and automobile manufacturers, analyzes and processes marketing supply and demand information in a unified manner, realizes the collaboration of different marketing links, and enables intelligent linkage between various marketing links ; And, to provide consumer customized data to automobile manufacturers to facilitate automobile manufacturers to quickly respond to customer needs to achieve personalized customization and flexible production of automobiles.
  • the method further includes: the AR smart device changes the characteristics of the target car in combination with the physical scene image according to the consumer's instructions, the characteristics including at least the color of the car paint; and, the AR smart device uses AR somatosensory technology provides tactile feedback to consumers so that consumers can feel the hardness and material of the center console of the target car.
  • the AR automobile marketing system of the present invention opens up the direct information connection between consumers and automobile manufacturers. Upgrading B2C marketing to C2B marketing can solve the technical problem of C-end and B-end information mismatch. It can shorten the actual automobile marketing decision-making process and improve the decision-making efficiency exponentially. It can speed up the personalized and customized manufacturing process of automobile marketing. Slowly penetrate into 4S stores and auto repair shops, turning the world into a hypermarket of automobiles. The 4S shop is no longer a sales center of automobiles, but has become an automobile culture center (exhibition hall) and after-sales center. The 4S shop has become an emotional link in automobile culture.
  • Figure 1 is a schematic structural diagram of an AR automobile marketing system provided by an embodiment of the present invention.
  • Figure 2 is a schematic diagram of the logical architecture of the AR automobile marketing system of the present invention.
  • FIG. 3 is a schematic diagram of the system structure and connection of the AR marketing system in an embodiment of the present invention.
  • Figure 4 is a schematic diagram of the implementation process of the AR marketing system in an embodiment of the present invention.
  • Fig. 5 is a schematic flowchart of an AR automobile marketing method provided by an embodiment of the present invention.
  • an embodiment of the present invention provides an AR automobile marketing system.
  • the system includes: AR smart device 101, marketing cloud service platform 102, and automobile data platform 103.
  • the AR smart device is specifically an AR smart mobile terminal such as a smart phone, a tablet computer, or AR smart glasses.
  • the AR smart device 101 is used to collect the physical scene image of the target car, identify the target car and obtain the marketing data of the target car, and use AR technology to add AR marketing content to the physical scene image for consumers to have a virtual experience and communicate with consumers AR interaction, obtain and upload AR interaction data;
  • the marketing cloud service platform 102 is used to provide real-time marketing data according to the request of the AR smart device, obtain the AR interaction data uploaded by the AR smart device, and generate consumer customized data based on the consumer behavior data and AR interaction data. Equipped to the automobile data platform to realize the data connection between consumers and automobile manufacturers;
  • the automobile data platform 103 is used to store and coordinate the data of consumers, automobiles and automobile manufacturers, analyze and process marketing supply and demand information in a unified manner, realize the collaboration of different marketing links, and enable intelligent linkage between various marketing links; by providing consumer customization
  • the data is convenient for automobile manufacturers to quickly respond to customer needs in order to achieve personalized customization and flexible production of automobiles.
  • Figure 2 is a schematic diagram of the logical architecture of the AR automobile marketing system of the present invention.
  • Figure 1 is a schematic diagram of the logical architecture of the AR automobile marketing system of the present invention.
  • AR smart device (APP layer)
  • a dedicated APP can be installed on the AR smart device. Use this APP: turn APP car purchase on the traditional 2D screen into AR3D interactive car purchase, improving interactivity; turning pure virtual car purchase such as VR into AR car purchase that integrates with the real scene. Authenticity.
  • the AR smart device camera is pointed at the real car, and the APP can dynamically overlay the real car scene: video, animation, voice, text and other information to achieve a 3D dynamic car buying experience .
  • AR technology is used in automotive marketing, using devices such as somatosensory gloves to connect with AR smart devices (mobile phones, tablets, AR glasses), and during the automotive AR virtual experience, it can provide tactile feedback to the 3D model virtual superimposed by the software. With the addition of touch devices, the AR experience is enriched.
  • the “real-time response module” rapid response to the AR marketing needs of the APP client is completed, including: intelligent vehicle model identification, vehicle configuration customization, AR scene recognition, vehicle information matching, etc.
  • the “information support module” includes: consumer demand release, consumer demand change, consumer opinion processing, flexible production docking, etc.
  • This system platform relies on big data, 5G, AI intelligent algorithm basic equipment and software, carries out the vertical integration of various information technologies, and adopts a system architecture of light front end and heavy back end. Strengthen the data analysis of the AR automobile marketing system, and finally meet the consumer's personalized customization needs with the manufacturer, and finally realize the personalized customization and flexible production of automobiles.
  • One of the foundations of the AR automobile marketing system of the present invention is big data, which can be connected with consumer behavior data companies to obtain massive data, such as product data, user data, manufacturer data, consumption data, etc. Through data analysis, precision marketing can be achieved.
  • the marketing cloud service platform includes:
  • the real-time response module is used to quickly respond to the AR marketing needs of AR smart devices, and realize one or more of the functions of intelligent vehicle model recognition, vehicle configuration customization, AR scene recognition, and vehicle information matching;
  • the information support module is used to implement one or more of the functions of consumer demand release, consumer demand change, consumer opinion processing, and flexible production docking.
  • the AR smart device is used to implement one or more of the following functions: AR scene integrated car purchase, vehicle model intelligent recognition, multiple car purchase scene switching, user focus navigation, virtual car store, fragmented consumption , AR virtual presentation, vehicle parts display, AR somatosensory test drive, car purchase recommendation.
  • the AR smart device is specifically used to dynamically superimpose one or more of the following AR marketing content in the real car scene image: car structure animation, function demonstration animation, video explanation, 3D label, Voice and text present the performance, appearance, parameters, and space size of the target car to achieve a 3D dynamic car buying experience.
  • the AR smart device is also used to change the characteristics of the target car in combination with the actual scene image according to the consumer's instructions, and the characteristics include at least the color of the car paint.
  • the AR smart device is also used to connect a tactile device, and use AR somatosensory technology to provide tactile feedback to consumers, so that consumers can feel the hardness and material of the center console of the target car.
  • FIG. 3 is a schematic diagram of the system structure and connection of the AR marketing system in an embodiment of the present invention.
  • the system will apply AR technology to the automotive marketing scenarios, and achieve the most realistic car buying experience with AR technology.
  • AR automobile marketing system APP and background system all the functions of the system are completed.
  • FIG. 4 is a schematic diagram of the implementation process of the AR marketing system in an embodiment of the present invention. The steps in the figure are explained as follows:
  • the car data platform is integrated with the actual car marketing scene to automatically identify the vehicle model, find the corresponding car model, and add an AR virtual experience to the application scenario.
  • Virtual experience With the help of AR real-time environment fusion and rendering technology, perform virtual experience and output AR interactive data.
  • AR real-time environment fusion and rendering technology Combine big data and humanized information to perform AR scene fusion rendering.
  • Data platform gather production data and marketing data to provide data support for APP clients.
  • APP client Integrate AR interaction data and consumer behavior data to output consumer customized data.
  • Decision-making order system Make decisions based on consumer customized data and commodity basic data, and complete car purchase behavior tracking.
  • User data output the car purchase behavior data as personalized information.
  • Automobile data objective commodity data of automobiles.
  • Manufacturer data data of automobile manufacturers.
  • AR smart device APP terminal AR car marketing system can purchase AR cars by scanning the physical objects of the car. Using AR real-time environment fusion and rendering technology, consumers can freely change the color of car paint in combination with real scenes, and compare the color of car paint in garages, roads, and outdoors to get their favorite colors. Consumers can scan with their mobile phones and experience with glasses.
  • the basic big data platform of the AR automobile marketing system is connected with automobile consumption behavior data. It integrates user data, automobile data, manufacturer data and other data information, and provides comprehensive data for the entire AR automobile marketing through the analysis of marketing data.
  • AR marketing is to scan a QR code ⁇ become a scan object. Once opened, the object is swept.
  • an embodiment of the present invention also provides an AR automobile marketing method based on the above AR automobile marketing system, and the method may include:
  • the AR smart device collects the physical scene image of the target car, recognizes the vehicle model, obtains the marketing data of the target car, and uses AR technology to add virtual AR marketing content to the physical scene image;
  • AR smart devices use AR real-time environment fusion and rendering technology to provide virtual experience functions, so that consumers can have virtual experience and AR interaction, and output AR interaction data;
  • the marketing cloud service platform obtains the AR interaction data uploaded by the AR smart device, and generates consumer customized data based on the consumer's consumption behavior data and the AR interaction data;
  • the marketing cloud service platform adapts consumer customized data to the automobile data platform to realize the data connection between consumers and automobile manufacturers;
  • the marketing cloud service platform uses consumer customized data and commodity basic data to make decisions and complete car purchase behavior tracking.
  • the above method also includes: the automobile data platform stores and coordinates the data of consumers, automobiles and automobile manufacturers, analyzes and processes marketing supply and demand information in a unified manner, realizes the collaboration of different marketing links, and enables intelligent linkage between various marketing links; and, Provide consumer customized data to automobile manufacturers to facilitate automobile manufacturers to quickly respond to customer needs to achieve personalized customization and flexible production of automobiles.
  • the above method further includes: the AR smart device combines the characteristics of the target car with the physical scene image according to the consumer's instruction, and the feature includes at least the color of the car paint; and, the AR smart device uses AR somatosensory technology , Provide tactile feedback to consumers so that consumers can feel the hardness and material of the center console of the target car.
  • the embodiments of the present invention provide an AR automobile marketing system and an AR automobile marketing method based on the AR marketing system.
  • the present invention has achieved the following technical effects:
  • the AR automobile marketing system of the present invention opens up the direct information connection between consumers and automobile manufacturers. Upgrading B2C marketing to C2B marketing can solve the technical problem of C-end and B-end information mismatch. It can shorten the actual automobile marketing decision-making process and improve the decision-making efficiency exponentially. It can speed up the personalized and customized manufacturing process of automobile marketing. Slowly penetrate into 4S stores and auto repair shops, turning the world into a hypermarket of automobiles. The 4S shop is no longer a sales center of automobiles, but has become an automobile cultural center (exhibition hall) and after-sales center. The 4S shop has become an emotional link in automobile culture.
  • the APP car purchase on the traditional 2D screen has become an AR3D interactive car purchase; the dimension can also be upgraded.
  • the 4D dimension has a tactile virtual car shopping experience; the 5D dimension can smell the fresh car interior in the AR scene Reagent taste; 6D dimension can experience natural environment such as car climbing, muddy, seaside walking.
  • AR automobile marketing The prospect of an AR automobile marketing system is as follows: The real car we see now is a 3D real thing. After superimposing video, animation, text, and voice through AR technology, the 3D real car on the spot is enhanced and turned into a 4D experience. With the continuous development of information technology, in the future, AR automobile marketing can also increase consumers' taste experience when purchasing AR virtual cars through the aroma system. With the advent of wearable somatosensory devices (such as: sensor feedback gloves, mechanics feedback clothing), the AR car buying experience will be further enhanced in the future. From 5D of taste to 6D experience.
  • Consumption behavior tracking sales behavior, sales motivation, consumption time.

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Abstract

本发明公开了一种AR汽车营销系统和方法。系统包括：AR智能设备，用于利用AR技术在目标汽车的实物场景图像中添加AR营销内容，供消费者进行虚拟体验和AR互动，获取AR交互数据并上传；营销云服务平台，用于获取AR交互数据，生成消费者定制化数据，适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；汽车数据平台，用于统一分析处理营销供需信息，使各营销环节间进行智能联动，以实现汽车个性化定制、柔性化生产。本发明的AR汽车营销系统，将B2C营销升级为C2B营销，可解决C端与B端信息不对等技术问题。可缩短现实汽车营销决策流程，将决策效率指数级提高。可加快汽车营销的个性化、定制化制造流程。

Description

一种AR汽车营销系统和方法 技术领域
本发明涉及汽车网络营销技术领域，具体涉及一种AR汽车营销系统和方法。
背景技术
汽车历史悠久，早已渗透到社会生活的方方面面。汽车产业在短短200年时间内，已具备庞大的产业规模。现有B2C汽车营销模式下，消费者、4S店、汽车制造厂商之间信息不对等。以中高端汽车的营销为例，国内“汽车之家”、“易车”等知名汽车营销平台，向消费者提供全面的汽车信息，以网络预约的方式为4S店引流。销售体验封闭、4S店坐地收钱，造成汽车消费信息不对等，购买决策时间长。一方面汽车制造企业和最终消费者之间，无法最真实的沟通，4S店等汽车销售机构导致销售环节中信息沟通不畅。消费者C端与汽车制造商B端之间信息不对等，导致消费者购买的汽车刚性太强，柔性太弱。
发明内容
本发明实施例提供一种AR汽车营销系统和方法，旨在解决现有汽车营销方式中C端与B端信息不对等技术问题。
本发明实施例利用AR(Augmented Reality，增强现实)技术来改进传统营销方式。AR技术可以为销售行业提供更多数据，实现扁平化营销。AR汽车营销系统，可以打破(C)消费者与B(汽车制造商)之间的鸿沟。通过AR汽车营销手段，消费者买车不用去4S点进行观摩和讨价，AR营销系统会将最富营销力的汽车信息(外观、内饰、中控、功能、性能参数、点评、市场数据)集中在云端，通过任意的AR智能设备即可随时随地进行虚拟体验和购买，通俗地称为“马路上的现实营销”。
本发明第一方面，提供一种AR汽车营销系统，包括：
AR智能设备，用于采集目标汽车的实物场景图像，识别目标汽车并获取目标汽车的营销数据，利用AR技术在实物场景图像中添加AR营销内容，供消费者进行虚拟体验，与消费者进行AR互动，获取AR交互数据并上传；
营销云服务平台，用于根据AR智能设备的请求实时提供相应的营销数据，获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互 数据生成消费者定制化数据，适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
汽车数据平台，用于存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；通过提供消费者定制化数据，方便汽车生产厂商快速响应客户需求，以实现汽车个性化定制、柔性化生产。
一种实现方式中，所述营销云服务平台包括：
实时响应模块，用于针对AR智能设备的AR营销需求进行快速响应，实现车辆型号智能识别、车辆配置定制、AR场景识别、车辆信息匹配功能中的一项或多项；
信息支撑模块，用于实现消费需求发布、消费需求变更、消费意见处理、柔性化生产对接功能中的一项或多项。
一种实现方式中，所述AR智能设备用于实现以下功能的一项或多项：AR场景融合购车、车辆型号智能识别、多购车场景切换、用户焦点导航、虚拟汽车卖场、碎片化消费、AR虚拟呈现、车辆零部件展示、AR体感试车、购车推荐。
一种实现方式中，所述AR智能设备，具体用于在汽车实物场景图像中动态叠加以下AR营销内容中的一种或多种：汽车结构动画、功能演示动画、视频讲解、3D标签、语音、文字，呈现目标汽车的性能、外观、参数、空间大小，以实现3D动态购车体验。
一种实现方式中，所述AR智能设备，还用于根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色。
一种实现方式中，所述AR智能设备，还用于连接触感设备，利用AR体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
一种实现方式中，所述AR智能设备具体为智能手机、平板电脑或AR智能眼镜。
本发明第二方面提供一种基于如上文所述的AR汽车营销系统的AR汽车营销方法，该方法可包括：
AR智能设备采集目标汽车的实物场景图像，识别车辆型号，获取目标汽车的营销数据，利用AR技术在实物场景图像中添加虚拟AR营销内容；
AR智能设备借助AR实时环境融合和渲染技术，提供虚拟体验功能，以便消 费者进行虚拟体验和AR互动，输出AR交互数据；
营销云服务平台获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互数据生成消费者定制化数据；并将消费者定制化数据适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
营销云服务平台将消费者定制化数据和商品基础数据，进行决策，完成购车行为跟踪。
一种实现方式中，该方法还包括：汽车数据平台存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；以及，向汽车生产厂商提供消费者定制化数据，方便汽车生产厂商快速响应客户需求，以实现汽车个性化定制、柔性化生产。
一种实现方式中，该方法还包括：所述AR智能设备根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色；以及，所述AR智能设备利用AR体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
从以上技术方案可以看出，本发明实施例具有以下优点：
本发明的AR汽车营销系统，打通了消费者和汽车生产厂家直接的信息连接。将B2C营销升级为C2B营销，可解决C端与B端信息不对等技术问题。可缩短现实汽车营销决策流程，将决策效率指数级提高。可加快汽车营销的个性化、定制化制造流程。向4S店、汽修厂慢慢去渗透，将世界变成一个汽车大卖场。使4S店不再是汽车的销售中心，变成了汽车文化中心(陈列馆)和售后中心，4S店成为汽车文化中情感的纽带。
附图说明
为了更清楚地说明本发明实施例技术方案，下面将对实施例描述中所需要使用的附图作简单地介绍，显而易见地，下面描述中的附图仅仅是本发明的一些实施例，对于本领域普通技术人员来讲，在不付出创造性劳动的前提下，还可以根据这些附图获得其它的附图。
图1是本发明实施例提供的一种AR汽车营销系统的结构示意图；
图2是本发明AR汽车营销系统的逻辑架构示意图；
图3是本发明一个实施例中AR营销系统的系统构成及连接示意图；
图4是本发明一个实施例中AR营销系统的实现流程示意图；
图5是本发明实施例提供的一种AR汽车营销方法的流程示意图。
具体实施方式
为了使本技术领域的人员更好地理解本发明方案，下面将结合本发明实施例中的附图，对本发明实施例中的技术方案进行清楚、完整地描述，显然，所描述的实施例仅仅是本发明一部分的实施例，而不是全部的实施例。基于本发明中的实施例，本领域普通技术人员在没有做出创造性劳动前提下所获得的所有其他实施例，都应当属于本发明保护的范围。
本发明的说明书和权利要求书及上述附图中的术语“第一”、“第二”、“第三”等是用于区别不同的对象，而不是用于描述特定顺序。此外，术语“包括”和“具有”以及它们任何变形，意图在于覆盖不排他的包含。例如包含了一系列步骤或单元的过程、方法、系统、产品或设备没有限定于已列出的步骤或单元，而是可选地还包括没有列出的步骤或单元，或可选地还包括对于这些过程、方法、产品或设备固有的其它步骤或单元。
下面通过具体实施例，分别进行详细的说明。
请参考图1，本发明实施例提供一种AR汽车营销系统。该系统包括：AR智能设备101、营销云服务平台102、汽车数据平台103。所述AR智能设备具体为智能手机、平板电脑或AR智能眼镜等AR智能移动终端。
AR智能设备101，用于采集目标汽车的实物场景图像，识别目标汽车并获取目标汽车的营销数据，利用AR技术在实物场景图像中添加AR营销内容，供消费者进行虚拟体验，与消费者进行AR互动，获取AR交互数据并上传；
营销云服务平台102，用于根据AR智能设备的请求实时提供相应的营销数据，获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互数据生成消费者定制化数据，适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
汽车数据平台103，用于存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；通过提供消费者定制化数据，方便汽车生产厂商快速响应客户需求， 以实现汽车个性化定制、柔性化生产。
请参考图2，是本发明AR汽车营销系统的逻辑架构示意图。下面，结合图1和图2，依次对上述的AR智能设备、营销云服务平台、汽车数据平台分别进行详细说明。
(1)AR智能设备(APP层)
AR智能设备上可安装专用APP，利用该APP：将传统2D屏幕上的APP购车变成了AR3D互动购车，提高交互性；把VR等纯虚拟购车变成与现实场景融合的AR购车，提高了真实性。
借助手机、平板电脑、AR智能眼镜等AR智能设备，将AR智能设备摄像头对准汽车实物，APP即可在汽车实物场景中动态叠加：视频、动画、语音、文字等信息，实现3D动态购车体验。
由此该来的技术变革将推动汽车销售行业的变革，消费者无需去4S店也能零成本，未来可以用户所关注的焦点来导航，随时随地选择自己心中的爱车。将AR技术运用于汽车营销场景中，借助AR技术达到最真实购车体验。消费者在街上看到喜爱的车，调出AR软件会自动识别该车型的营销信息，即可开始虚拟体验，整个世界是一个汽车卖场。
借助手机、平板、AR智能眼镜等AR智能设备，消费者可以直接通过现场汽车实物基础上的虚拟内容：如汽车结构动画、功能演示动画、视频讲解、3D标签、文字、语言等信息，多该汽车的性能、外观、参数、空间大小，建立起直观的联系。从而实现了购车的虚拟体验。
消费者可以结合现实场景对车漆颜色随意更换，在不同场景(例如车库、马路、户外)对比车漆颜色。结合AR体感技术，能感受中控台的软硬，是塑料还是真皮。
AR技术运用于汽车营销中，运用体感手套等设备与AR智能设备(手机、平板、AR眼镜)连接，在汽车AR虚拟体验时，可对软件虚拟叠加的3D模型进行触感反馈。通过触感设备的加入，丰富AR体验效果。
(2)营销云服务平台(平台层)：
通过获取AR汽车营销APP的网络数据，响应多样化的汽车请求服务，这些定制化的汽车消费需求将智能适配至汽车数据平台，进行消费者和汽车生产厂商的信息无缝对接。在平台层分为两部分，“实时响应模块”和“信息支撑模块”。
“实时响应模块”中，完成APP客户端的AR营销需求快速响应，包括：车辆型号智能识别、车辆配置定制、AR场景识别、车辆信息匹配等。在“信息支撑模块”中，包括：消费需求发布、消费需求变更、消费意见处理、柔性化生产对接等。
(3)汽车数据平台(数据层)：
将用户数据、汽车数据、汽车生产厂商数据(三者之间)，建立紧密联系。本系统平台依托大数据、5G、AI智能算法基础设备及软件，开展各种信息技术的垂直集成，采用轻前端，重后端的系统构架。做强AR汽车营销系统数据分析，最终将消费者的个性化订制需求，得以和制造商重合，最终实现汽车个性化定制、柔性化生产。
本发明AR汽车营销系统的基础之一是大数据，可与消费行为数据公司连接来获取海量数据，如产品数据、用户数据、厂家数据、消费数据等。通过数据分析，来实现精准营销。
如上所述，本发明一些实施例中，所述营销云服务平台包括：
实时响应模块，用于针对AR智能设备的AR营销需求进行快速响应，实现车辆型号智能识别、车辆配置定制、AR场景识别、车辆信息匹配功能中的一项或多项；
信息支撑模块，用于实现消费需求发布、消费需求变更、消费意见处理、柔性化生产对接功能中的一项或多项。
本发明一些实施例中，所述AR智能设备用于实现以下功能的一项或多项：AR场景融合购车、车辆型号智能识别、多购车场景切换、用户焦点导航、虚拟汽车卖场、碎片化消费、AR虚拟呈现、车辆零部件展示、AR体感试车、购车推荐。
本发明一些实施例中，所述AR智能设备，具体用于在汽车实物场景图像中动态叠加以下AR营销内容中的一种或多种：汽车结构动画、功能演示动画、视频讲解、3D标签、语音、文字，呈现目标汽车的性能、外观、参数、空间大小，以实现3D动态购车体验。
本发明一些实施例中，所述AR智能设备，还用于根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色。
本发明一些实施例中，所述AR智能设备，还用于连接触感设备，利用AR 体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
请参考图3，是本发明一个实施例中，AR营销系统的系统构成及连接示意图。该系统将将AR技术运用于汽车营销场景中，借助AR技术达到最真实购车体验。通过AR汽车营销系统APP和后台系统的开发，完成系统所有功能。
请参考图4，是本发明一个实施例中，AR营销系统的实现流程示意图。图中各个步骤说明如下：
应用场景：汽车数据平台和实际汽车营销场景相融合，自动识别车辆型号，找到相应汽车型号，在运用场景中加入AR虚拟体验。
虚拟体验：借助AR实时环境融合和渲染技术，进行虚拟体验，输出AR交互数据。其中，AR实时环境融合和渲染技术：结合大数据和人性化信息，进行AR场景融合渲染。
数据平台：汇聚生产数据、营销数据，为APP客户端提供数据支撑。
APP客户端：将AR交互数据、消费行为数据进行整合后输出消费者定制化数据。
决策下单系统：将消费者定制化数据和商品基础数据，进行决策，完成购车行为跟踪。
用户数据：将购车行为数据输出为个性化信息。
汽车数据：汽车的客观商品数据。
制造厂商数据：汽车生产厂家的数据。
(1)AR智能设备APP端：AR汽车营销系统通过扫描汽车实物扫物体，即可进行AR购车。利用AR实时环境融合和渲染技术，消费者可以结合现实场景对车漆颜色随意更换，在车库、马路、户外对比车漆颜色，得出最喜爱的颜色。消费者可以用手机扫，用眼镜体验。
(2)决策下单：AR、VR快速达成营销，决策快。
(3)应用场景：消费者在街上看到喜爱的车，调出AR软件会自动识别该车型的营销信息，即可开始虚拟体验，也可以根据该车型去4S店实体体验，整个世界是一个汽车卖场。
(4)数据平台：AR汽车营销系统的基础大数据平台，与汽车消费行为数据连接。将用户数据、汽车数据、制造厂商数据等数据信息进行融合，通过营销 数据的分析，为整个AR汽车营销的提供综合数据。
(5)使用方法：消费者可以用手机扫，用眼镜体验。AR营销，就是扫描二维码→变成扫物体。一打开就是扫物体。系统商家：AR扫描，扫描物：入口。
(6)虚拟体验：加上体感：塑料(硬、软)：真皮、中控台。
请参考图5，本发明实施例还提供一种基于如上所述的AR汽车营销系统的AR汽车营销方法，该方法可包括：
501、AR智能设备采集目标汽车的实物场景图像，识别车辆型号，获取目标汽车的营销数据，利用AR技术在实物场景图像中添加虚拟AR营销内容；
502、AR智能设备借助AR实时环境融合和渲染技术，提供虚拟体验功能，以便消费者进行虚拟体验和AR互动，输出AR交互数据；
503、营销云服务平台获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互数据生成消费者定制化数据；
504、营销云服务平台将消费者定制化数据适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
505、营销云服务平台将消费者定制化数据和商品基础数据，进行决策，完成购车行为跟踪。
进一步的，上述方法还包括：汽车数据平台存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；以及，向汽车生产厂商提供消费者定制化数据，方便汽车生产厂商快速响应客户需求，以实现汽车个性化定制、柔性化生产。
进一步的，上述方法还包括：所述AR智能设备根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色；以及，所述AR智能设备利用AR体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
综上所述，本发明实施例提供了一种AR汽车营销系统以及一种基于AR营销系统的AR汽车营销方法。通过采用上述技术方案，本发明取得了以下技术效果：
本发明的AR汽车营销系统，打通了消费者和汽车生产厂家直接的信息连接。将B2C营销升级为C2B营销，可解决C端与B端信息不对等技术问题。可缩短现实汽车营销决策流程，将决策效率指数级提高。可加快汽车营销的个性化、定制化制造流程。向4S店、汽修厂慢慢去渗透，将世界变成一个汽车大卖场。使 4S店不再是汽车的销售中心，变成了汽车文化中心(陈列馆)和售后中心，4S店成为汽车文化中情感的纽带。
AR汽车营销系统的技术效果及优势详细列举如下：
(1)B-C信息快速对等。
(2)信息维度升级：将传统2D屏幕上的APP购车变成了AR3D互动购车；还可进步升级维度，4D维度有了触感虚拟购车体验；5D维度能闻到AR场景内的汽车内饰清新剂味觉；6D维度能体会自然环境如汽车在爬山、泥泞、海边行走。
一个AR汽车营销系统的前景展望如下：现在我们看见的汽车实物为3D实物，通过AR技术进行叠加视频、动画、文字、语音后，对现场3D汽车实物进行增强，变成了4D体验。随着信息化技术的不断发展，在将来AR汽车营销还能通过芳香系统增加消费者AR虚拟购车时的味觉体验。随着可穿戴体感设备(如：传感反馈手套、力学反馈服装)的出现，将来AR购车体验会进一步增强。从味觉的5D变成6D体验。
(3)提高决策效率：解决购买效率低下问题。
(4)消费者个性化定制：从工业1.0/2.0/3.0批量生产，变成工业4.0柔性生产。
(5)消费的革新：随时、随地、碎片化销售。
(6)消费行为跟踪：销售行为、销售动机、消费时间。
(7)AR定制化购车，消费者可自定义车辆诸多配置信息。
(9)AR汽车营销为汽车销售行业提供更多数据，扁平化。
在上述实施例中，对各个实施例的描述都各有侧重，某个实施例中没有详细描述的部分，可以参见其它实施例的相关描述。
上述实施例仅用以说明本发明的技术方案，而非对其限制；本领域的普通技术人员应当理解：其依然可以对上述各实施例所记载的技术方案进行修改，或者对其中部分技术特征进行等同替换；而这些修改或者替换，并不使相应技术方案的本质脱离本发明各实施例技术方案的精神和范围。

Claims (10)

  1. 一种AR汽车营销系统，其特征在于，包括：
    AR智能设备，用于采集目标汽车的实物场景图像，识别目标汽车并获取目标汽车的营销数据，利用AR技术在实物场景图像中添加AR营销内容，供消费者进行虚拟体验，与消费者进行AR互动，获取AR交互数据并上传；
    营销云服务平台，用于根据AR智能设备的请求实时提供相应的营销数据，获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互数据生成消费者定制化数据，适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
    汽车数据平台，用于存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；通过提供消费者定制化数据，方便汽车生产厂商快速响应客户需求，以实现汽车个性化定制、柔性化生产。
  2. 根据权利要求1所述的系统，其特征在于，所述营销云服务平台包括：
    实时响应模块，用于针对AR智能设备的AR营销需求进行快速响应，实现车辆型号智能识别、车辆配置定制、AR场景识别、车辆信息匹配功能中的一项或多项；
    信息支撑模块，用于实现消费需求发布、消费需求变更、消费意见处理、柔性化生产对接功能中的一项或多项。
  3. 根据权利要求1所述的系统，其特征在于，
    所述AR智能设备用于实现以下功能的一项或多项：AR场景融合购车、车辆型号智能识别、多购车场景切换、用户焦点导航、虚拟汽车卖场、碎片化消费、AR虚拟呈现、车辆零部件展示、AR体感试车、购车推荐。
  4. 根据权利要求1所述的系统，其特征在于，
    所述AR智能设备，具体用于在汽车实物场景图像中动态叠加以下AR营销内容中的一种或多种：汽车结构动画、功能演示动画、视频讲解、3D标签、语音、文字，呈现目标汽车的性能、外观、参数、空间大小，以实现3D动态购车体验。
  5. 根据权利要求1所述的系统，其特征在于，所述AR智能设备，还用于根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色。
  6. 根据权利要求1所述的系统，其特征在于，所述AR智能设备，还用于连 接触感设备，利用AR体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
  7. 根据权利要求1所述的系统，其特征在于，
    所述AR智能设备具体为智能手机、平板电脑或AR智能眼镜。
  8. 一种基于如权利要求1所述的AR汽车营销系统的AR汽车营销方法，其特征在于，包括：
    AR智能设备采集目标汽车的实物场景图像，识别车辆型号，获取目标汽车的营销数据，利用AR技术在实物场景图像中添加虚拟AR营销内容；
    AR智能设备借助AR实时环境融合和渲染技术，提供虚拟体验功能，以便消费者进行虚拟体验和AR互动，输出AR交互数据；
    营销云服务平台获取AR智能设备上传的AR交互数据，根据消费者的消费行为数据以及AR交互数据生成消费者定制化数据；并将消费者定制化数据适配至汽车数据平台，实现消费者与汽车生产厂商的数据对接；
    营销云服务平台将消费者定制化数据和商品基础数据，进行决策，完成购车行为跟踪。
  9. 根据权利要求8所述的方法，其特征在于，还包括：
    汽车数据平台存储和协调消费者、汽车和汽车生产厂商的数据，统一分析处理营销供需信息，实现不同营销环节的协同，使各营销环节间进行智能联动；以及，向汽车生产厂商提供消费者定制化数据，方便汽车生产厂商快速响应客户需求，以实现汽车个性化定制、柔性化生产。
  10. 根据权利要求8所述的方法，其特征在于，还包括：
    所述AR智能设备根据消费者的指令结合实物场景图像对目标汽车的特征进行更换，所述特征至少包括车漆颜色；以及，
    所述AR智能设备利用AR体感技术，对消费者进行触感反馈，以便消费者感受目标汽车的中控台的硬度和材质。
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