本文選題：北京現(xiàn)代　切入點(diǎn)：O2O電子商務(wù)平臺　出處：《東北大學(xué)》2014年碩士論文

【摘要】：2000年至2009年期間,國內(nèi)汽車產(chǎn)量和銷量一直處于快速增長的態(tài)勢,除了受2008年的金融危機(jī)影響外,其他各年的汽車銷量增速的復(fù)合增長率均在20%左右。然而,自從2011年之后,汽車市場逐步轉(zhuǎn)入了平穩(wěn)增長的模式。而到了 2014年,汽車銷量的增速已維持在較低的水平,只有10%左右。隨著國內(nèi)汽車市場的日趨飽和,以及由于汽車市場前期催化作用所造成的產(chǎn)能過剩,汽車市場的競爭變得日益激烈,汽車生產(chǎn)廠商和和銷售渠道獲利的增長速率放緩,不得不尋找新的增長點(diǎn)。由于汽車的銷售過程相對復(fù)雜,試駕、訂車、交車等過程使得汽車電商無法擺脫線下銷售體系而獨(dú)立存在,所以在B2C、C2C模式時(shí)代汽車行業(yè)電子商務(wù)并沒有得到真正意義上的發(fā)展,然而020電子商務(wù)模式的出現(xiàn)恰恰解決了此前汽車行業(yè)電子商務(wù)中無法應(yīng)對的線上咨詢、付款,線下體驗(yàn)、交車的難題�？梢�,搭建020模式下的汽車電子商務(wù)平臺,并優(yōu)化已有的銷售流程具有十分重要的意義。因此,本文以北京現(xiàn)代020平臺構(gòu)建作為研究對象,根據(jù)相關(guān)市場營銷理論,提出了構(gòu)建020商務(wù)體系的解決方案。本文基于文獻(xiàn)研究和調(diào)研的方法,首先對電子商務(wù)、020電子商務(wù)模式進(jìn)行了分析,并對汽車行業(yè)020發(fā)展現(xiàn)狀進(jìn)行了調(diào)研、總結(jié);其次對北京現(xiàn)代汽車有限公司的企業(yè)概況和營銷現(xiàn)狀進(jìn)行了綜合分析;再次根據(jù)公司戰(zhàn)略中最新關(guān)于發(fā)展數(shù)字化營銷的實(shí)際,為了更好的用數(shù)字化的語言和客戶實(shí)現(xiàn)互動(dòng),進(jìn)一步實(shí)現(xiàn)銷量增加,本文分別從架構(gòu)設(shè)計(jì)和功能設(shè)計(jì)兩個(gè)層面對北京現(xiàn)代020體系進(jìn)行了設(shè)計(jì);最后,在北京現(xiàn)代020電子商務(wù)平臺框架下,引入IDCC銷售體系,對目前的銷售模式進(jìn)行相應(yīng)的調(diào)整,根據(jù)未來020發(fā)展趨勢,制定出更符合公司現(xiàn)階段發(fā)展的營銷對策。
[Abstract]:Between 2000 and 2009, domestic auto production and sales have been growing rapidly, with the exception of the financial crisis of 2008, the compound growth rate of auto sales growth in other years is about 20 percent.However, since 2011, the auto market has gradually shifted to a steady growth model.By 2014, car sales had been growing at a low rate of about 10%.With the increasing saturation of the domestic automobile market, and the overcapacity caused by the early catalytic effect of the automobile market, the competition in the automobile market becomes increasingly fierce, and the growth rate of the profits of automobile manufacturers and sales channels slows down.We have to look for new growth points.Because the process of automobile sales is relatively complex, the process of test driving, booking and delivery makes the automobile e-commerce business unable to get rid of the offline sales system and exist independently, so in the era of B2CC2C model, the electronic commerce of automobile industry has not been developed in the real sense.However, the emergence of the 020 e-business model solves the problem of online consultation, payment, offline experience and car delivery that could not be dealt with in the automotive e-commerce industry before.Therefore, it is of great significance to build the automobile e-commerce platform and optimize the existing sales flow.Therefore, this paper takes the construction of Beijing modern 020 platform as the research object, according to the relevant marketing theory, puts forward the solution of constructing 020 business system.Based on the methods of literature research and investigation, this paper first analyzes the E-commerce model of E-commerce, and summarizes the current situation of the development of E-commerce 020.Secondly, the enterprise profile and marketing status of Beijing Hyundai Automobile Co., Ltd. are comprehensively analyzed. Thirdly, according to the latest development of digital marketing in the company strategy, in order to better use digital language and customer interaction,Further increasing sales volume, this paper designs the Beijing Hyundai 020 system from the two aspects of architecture design and function design. Finally, under the framework of Beijing Hyundai 020 e-commerce platform, the IDCC sales system is introduced.According to the development trend of 020 in the future, the author formulates the marketing countermeasures which are more in line with the current development of the company.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F724.6

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本文編號：1729125