广物汽贸二手车业务营销策略研究
发布时间：2022-04-23 13:39
随着中国新车逐渐进入存量市场,二手车市场也将迎来一个高速发展时期。就目前而言,中国二手车市场可以总结为销量快速增长、交易区域性强、交易车龄“年轻化”、高性价比的优质二手车更受欢迎等几大特点。广物汽贸作为华南地区的大型国有汽车经销商集团,在新车的运营、营销等方面具有多年的丰富经验,但在二手车业务运营、营销上却仍有不足之处,还有有很大提升空间。论文的核心内容主要包括五个部分。首先梳理相关研究的现状以及理论。其次对广物汽贸的二手车业务的经营现状、机制（部门、人员）构成以及具体销售渠道进行诊断。然后结合PEST与SWOT分析法,对集团开展二手车营销的外部宏观环境以及广物汽贸开展二手车营销的优势、劣势、潜在机会和存在的威胁进行细致分析,指出广物汽贸在二手车业务营销上尚存在市场定位不清晰、产品服务单一以及品牌传播渠道单一等不足。在此基础上提出广物汽贸二手车业务营销问题的解决方法,运用STP方法对广物汽贸二手车业务进行市场细分、确定目标市场和市场定位,并从解决现存营销问题的角度出发,进一步制定广物汽贸二手的产品服务、传播以及网络营销策略。最后基于营销制度流程保障、客户关系管理以及信息系统建设三个角度...
【文章页数】：108 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
1 Introduction
1.1 Research background
1.2 Research method and content
1.2.1 Research method
1.2.2 Research content
1.3 Research purpose and significance
1.3.1 Research purpose
1.3.2 Research significance
2 Literature review
2.1 Research status
2.2 Theoretical review
2.2.1 Marketing strategy and its formulation method
2.2.2 Positioning theory
2.2.3 PEST analysis
2.2.4 4P theory
2.2.5 E-marketing and social media marketing theory
3 Current status and trends of used cars in China
3.1 Current status of second-hand car in China
3.2 Trends of second-hand car in China
4 Case Description
4.1 Introduction of GWQM
4.2 Marketing overview of second-hand car of GWQM
5 Case study
5.1 Marketing environment analysis of GWQM used Car
5.1.1 Analysis of political environment
5.1.2 Analysis of economic environment
5.1.3 Analysis of society environment
5.1.4 Analysis of technology environment
5.2 Competitive model of GWQM’s second-hand car
5.2.1 Main competitors
5.2.2 Potential entrants
5.2.3 Substitutes
5.2.4 Bargaining capability of customers
5.2.5 Bargaining capability of suppliers
5.3 SWOT of GWQM’s second-hand car marketing
5.3.1 Strengths
5.3.2 Weaknesses
5.3.3 Opportunities
5.3.4 Threats
5.4 Marketing problems of second-hand car business in GWQM
5.4.1 Unclear market orientation
5.4.2 Insufficient product service
5.4.3 Simplistic brand promotion
6 Formulation of the marketing strategy of GWQM second-hand car business
6.1 Market positioning strategy for GWQM second-hand car business
6.1.1 Market segmentation of GWQM second-hand car business
6.1.2 Target market of GWQM second-hand car business
6.1.3 Market positioning of GWQM second-hand car business
6.2 GWQM second-hand car product service strategy
6.3 GWQM second-hand car promotion channel strategy
6.4 GWQM second-hand car e-marketing strategy
7 Guarantee measures for the implementation of the marketing strategy of GWQM second-hand car business
7.1 Marketing system process guarantee
7.1.1 Strict control of car sources
7.1.2 Develop a uniform technical standard for second-hand car evaluation
7.1.3 Improve management incentive mechanism
7.2 Customer relationship management
7.2.1 Customer information management
7.2.2 Customer maintenance
7.3 Strengthening the construction of information systems
7.3.1 Building a unified second-hand car service management system
7.3.2 Open up online and offline communication channels
8 Conclusion
8.1 Conclusion
8.2 Limitation
8.3 Future research
Reference
Appendix
Appendix1:Questionnaire on second-hand car market in Guangzhou
Appendix2 Record of interview process
本文编号：3647290
【文章页数】：108 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
1 Introduction
1.1 Research background
1.2 Research method and content
1.2.1 Research method
1.2.2 Research content
1.3 Research purpose and significance
1.3.1 Research purpose
1.3.2 Research significance
2 Literature review
2.1 Research status
2.2 Theoretical review
2.2.1 Marketing strategy and its formulation method
2.2.2 Positioning theory
2.2.3 PEST analysis
2.2.4 4P theory
2.2.5 E-marketing and social media marketing theory
3 Current status and trends of used cars in China
3.1 Current status of second-hand car in China
3.2 Trends of second-hand car in China
4 Case Description
4.1 Introduction of GWQM
4.2 Marketing overview of second-hand car of GWQM
5 Case study
5.1 Marketing environment analysis of GWQM used Car
5.1.1 Analysis of political environment
5.1.2 Analysis of economic environment
5.1.3 Analysis of society environment
5.1.4 Analysis of technology environment
5.2 Competitive model of GWQM’s second-hand car
5.2.1 Main competitors
5.2.2 Potential entrants
5.2.3 Substitutes
5.2.4 Bargaining capability of customers
5.2.5 Bargaining capability of suppliers
5.3 SWOT of GWQM’s second-hand car marketing
5.3.1 Strengths
5.3.2 Weaknesses
5.3.3 Opportunities
5.3.4 Threats
5.4 Marketing problems of second-hand car business in GWQM
5.4.1 Unclear market orientation
5.4.2 Insufficient product service
5.4.3 Simplistic brand promotion
6 Formulation of the marketing strategy of GWQM second-hand car business
6.1 Market positioning strategy for GWQM second-hand car business
6.1.1 Market segmentation of GWQM second-hand car business
6.1.2 Target market of GWQM second-hand car business
6.1.3 Market positioning of GWQM second-hand car business
6.2 GWQM second-hand car product service strategy
6.3 GWQM second-hand car promotion channel strategy
6.4 GWQM second-hand car e-marketing strategy
7 Guarantee measures for the implementation of the marketing strategy of GWQM second-hand car business
7.1 Marketing system process guarantee
7.1.1 Strict control of car sources
7.1.2 Develop a uniform technical standard for second-hand car evaluation
7.1.3 Improve management incentive mechanism
7.2 Customer relationship management
7.2.1 Customer information management
7.2.2 Customer maintenance
7.3 Strengthening the construction of information systems
7.3.1 Building a unified second-hand car service management system
7.3.2 Open up online and offline communication channels
8 Conclusion
8.1 Conclusion
8.2 Limitation
8.3 Future research
Reference
Appendix
Appendix1:Questionnaire on second-hand car market in Guangzhou
Appendix2 Record of interview process
本文编号：3647290
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/3647290.html
