發(fā)布時(shí)間：2018-05-31 09:23

  本文選題：二手車市場 + 營銷策略　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：汽車產(chǎn)業(yè)發(fā)展的日新月異大大推動(dòng)了產(chǎn)業(yè)發(fā)展模式的創(chuàng)新,汽車廠商已經(jīng)從單純的“產(chǎn)供銷模式”逐步向“產(chǎn)業(yè)鏈模式”轉(zhuǎn)型。二手車市場的發(fā)展讓商家在原本傾斜的天平上找到了利潤增長的平衡點(diǎn)。國內(nèi)的二手車市場最近幾年的快速發(fā)展,不僅很大程度上提升了我國汽車市場的業(yè)務(wù),同時(shí)也為國民經(jīng)濟(jì)發(fā)展提供助力。尤其是最近幾年,二手車市場發(fā)展速度越來越快,經(jīng)營模式也逐步走向完善。因此營銷策略的選擇就顯得尤為重要,二手車市場在快速擴(kuò)張的同時(shí)更需要因地制宜。因?yàn)橹挥信c本土特色相結(jié)合才能更加深入了解客戶需求,才能有效拓展二手車市場。本文以中浩公司二手車市場為研究對象,通過對中浩公司二手車市場業(yè)務(wù)發(fā)展現(xiàn)狀的分析和研究,進(jìn)一步進(jìn)行營銷環(huán)境分析,選擇適合的發(fā)展策略。在營銷方式上分別對產(chǎn)品、價(jià)格、渠道和促銷提出相應(yīng)對策并提供相應(yīng)保障措施。首先針對目前中浩公司的發(fā)展現(xiàn)狀進(jìn)行介紹并找到發(fā)展過程中遇到的問題,在對問題進(jìn)行有效分析和探究的基礎(chǔ)之上,發(fā)現(xiàn)中浩公司二手車業(yè)務(wù)市場存在品牌定位不清,營銷渠道單一等問題。中浩公司是位于吉林省四平市雙遼市的一家新興二手車交易公司。旨在結(jié)合二手車市場的靈活性與當(dāng)?shù)氐谋就廖幕?將公司打造成當(dāng)?shù)厥浊恢傅亩周嚱灰坠�。一方�?中浩公司現(xiàn)處于公司的起步階段,沒有足夠龐大的資金來支持產(chǎn)品的開發(fā)和市場宣傳工作;另一方面,公司分銷商數(shù)量少,渠道單一,權(quán)限少,主要從事的就是關(guān)于客戶的信息搜集和日常問題的解答工作。同時(shí)發(fā)現(xiàn)中浩公司在二手車車輛產(chǎn)品的價(jià)格制定和產(chǎn)品包裝上并沒有形成明顯的差異化和區(qū)分。因此,公司需要改進(jìn)自己的營銷策略來適應(yīng)市場的需求。其次分別從宏觀環(huán)境、微觀環(huán)境對中浩公司進(jìn)行分析,其中宏觀環(huán)境分析主要涉及政策環(huán)境、技術(shù)環(huán)境、經(jīng)濟(jì)環(huán)境和社會(huì)環(huán)境的分析;微觀環(huán)境主要從市場環(huán)境、競爭對手、自身環(huán)境和市場需求等四個(gè)方面進(jìn)行分析。再次,對中浩公司二手車業(yè)務(wù)進(jìn)行SWOT分析,分別從優(yōu)勢、劣勢、機(jī)會(huì)和威脅進(jìn)行分析對此進(jìn)行了詳細(xì)論述,從產(chǎn)品、價(jià)格、渠道和促銷四方面提出了可供選擇的營銷策略。通過分析了解市場上消費(fèi)者對于二手車的需求都有哪些,與競爭對手相比,中浩公司競爭優(yōu)勢有哪些,外界帶來的機(jī)會(huì)和威脅又有哪些,為后續(xù)營銷策略的改進(jìn)奠定理論基礎(chǔ)。最后,針對中浩公司目前的情況進(jìn)行了公司的STP分析,分別從市場細(xì)分、選擇目標(biāo)市場、市場定位三個(gè)方面分析。制定合理營銷策略,并提出相應(yīng)合理的保障措施。通過分析和改進(jìn)營銷策略,旨在提升中浩公司的企業(yè)競爭力,優(yōu)化企業(yè)資源配置,提升企業(yè)工作效率,有效維系中浩公司現(xiàn)有消費(fèi)群體,深層挖掘潛在客戶,使企業(yè)更快的發(fā)展。
[Abstract]:The rapid development of the automobile industry has greatly promoted the innovation of the industrial development model. The automobile manufacturers have gradually transformed from the "production, supply and marketing mode" to the "industrial chain mode". The development of the second-hand car market allows businesses to find the balance of profit growth in the original tilt of the balance. The rapid development of domestic second-hand car market in recent years has not only greatly enhanced the business of China's automobile market, but also provided a boost for the development of the national economy. Especially in recent years, the used car market is developing faster and faster. Therefore, the choice of marketing strategy is particularly important, second-hand car market in the rapid expansion of the need to adapt to local conditions. Only with the combination of local characteristics in order to better understand customer needs, can effectively expand the used car market. This paper takes the second-hand car market of Zhonghao Company as the research object, through the analysis and research on the present situation of the second-hand car market development of Zhonghao Company, further carries on the marketing environment analysis, selects the suitable development strategy. In the marketing mode, the product, the price, the channel and the promotion separately proposed the corresponding countermeasure and provides the corresponding safeguard measure. First of all, according to the current development situation of Zhonghao Company and find out the problems encountered in the process of development, on the basis of effective analysis and exploration of the problems, we find that there is a lack of brand positioning in the second-hand car business market of Zhonghao Company. Single marketing channels and other issues. Zhonghao Company is located in Siping City, Jilin Province, Shuangliao City, a new second-hand car trading company. The aim is to combine the flexibility of the used car market with the local culture to build the company into a leading used car trading company in the region. On the one hand, Zhonghao is in its infancy and does not have sufficient funds to support its product development and marketing efforts. On the other hand, the company has a small number of distributors, a single channel, and less authority. Mainly engaged in the collection of information about customers and the daily problem solving work. At the same time, it is found that there is no obvious difference and distinction between the pricing and packaging of used car and vehicle products. Therefore, the company needs to improve its marketing strategy to meet the needs of the market. Secondly, we analyze Zhonghao Company from the macro environment and micro environment respectively, in which the macro environment analysis mainly involves the analysis of policy environment, technology environment, economic environment and social environment; the micro environment is mainly from the market environment, competitors, Its own environment and the market demand and so on four aspects carries on the analysis. Thirdly, SWOT analysis of second-hand car business of Zhonghao Company is carried out, which is discussed in detail from the aspects of advantages, disadvantages, opportunities and threats, and puts forward alternative marketing strategies from four aspects: product, price, channel and promotion. Through the analysis of what consumers demand for second-hand cars in the market, compared with competitors, what are the competitive advantages of Zhonghao Company, what opportunities and threats the outside world brings, and lay a theoretical foundation for the subsequent improvement of marketing strategy. Finally, according to the current situation of Zhonghao Company, this paper analyzes the company's STP from three aspects: market segmentation, target market selection and market positioning. Make reasonable marketing strategy, and put forward the corresponding reasonable safeguard measures. Through the analysis and improvement of marketing strategy, the aim is to enhance the competitiveness of Zhonghao Company, optimize the allocation of enterprise resources, improve the efficiency of enterprise work, effectively maintain the existing consumer groups of Zhonghao Company, and dig out potential customers deeply. Make the enterprise develop faster.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.471;F274

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