汽车贸易公司车载信息服务商业运营模式创新研究

发布时间：2018-03-11 07:00

本文选题：汽车贸易　切入点：车载信息　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着汽车保有量的爆发式增长以及信息技术的跨越式发展,汽车正在由单纯的运输工具向移动的信息服务工具转变,我国已于2010年成为世界第一大汽车消费国,庞大的汽车市场而产生的车载信息服务市场潜力巨大。为了能够在商机无限的市场中拔得头筹,国内外整车厂、运营商、第三方公司纷纷投入到车载信息服务市场,但目前真正运营相对成熟的主要还是国外知名厂商采用独资模式为主,例如安吉星、GBOOK. SYNC等,而国内目前基本都处于筹备阶段。因此,虽然庞大的汽车市场带来巨大的车联网产业需求,但是由于缺乏一个较好的商业模式使得行业参与度与整合度不足,导致巨大的需求尚未带动整个产业的发展,积极探索并形成一个好的商业模式已经迫在眉睫。为了避免传统的车载信息服务提供商存在的局限,本文分析了独立于整车厂、独立的第三方以及运营商之外,而以新兴的汽车贸易公司作为车载信息服务提供商,实现车载信息服务商务运营模式的创新。这些汽车贸易公司和汽车制造商有着紧密的联系,在代理的众多品牌的车辆销售过程中,与各个汽车制造商建立了密切的合作关系,因此,由汽车贸易公司主导的车载信息服务业务将充分借鉴了各汽车品牌已提供的服务业务的需求特点；同时汽车贸易厂商又不同于各品牌的汽车厂商的特定角色,使其可以相对独立于各个汽车品牌的约束,具备为公众客户、企业客户及行业客户等提供独立的车载信息业务服务,同时由于汽车贸易公司自身的运营特点,擅长与公众打交道和客户服务的敏感性,使其具备整合内容提供商、图商、电信运营商、前端及后端各方面优质资源的能力,能够很好的完成资源整合,实现车载信息业务更有效的发展。本文主要采用调查研究法来充分了解现有车载信息服务现状,包含通过收集市场政策环境、市场规模、现有商业模式等资料,通过对现有车载信息服务公司负责人进行定性访谈以及汽车贸易公司关于使用者的需求调研；通过案例分析法和比较研究法来分析现有运营模式存在的不足和下一步可以操作的方案。本文成果是,通过分析汽车贸易公司在车载信息服务中具备的优势,并结合可提供的服务范围确定如何开展车载信息服务的商业运营模式,并从具体实施方案来分析如何实现运营平台的高服务性能和合作伙伴资源的有效整合和管理。
[Abstract]:With the explosive growth of automobile ownership and the leap-forward development of information technology, the automobile is changing from a simple transportation tool to a mobile information service tool. In 2010, China has become the largest automobile consumer in the world. The huge automobile market produces the market potential of on-board information service. In order to be able to take the lead in a market with unlimited business opportunities, domestic and foreign auto factories, operators, and third party companies have poured into the on-board information service market. However, at present, the most mature operation is the adoption of the sole proprietorship mode by well-known foreign manufacturers, such as Anji Star GBOOK. SYNC, etc. At present, the domestic enterprises are basically in the preparatory stage. Therefore, Although the huge automobile market brings huge demand for the automobile network industry, but the lack of a good business model makes the industry participation and integration degree insufficient, resulting in the huge demand has not yet driven the development of the entire industry. Actively exploring and forming a good business model is imminent. In order to avoid the limitations of traditional on-board information service providers, this paper analyzes the emerging automobile trading companies as vehicle information service providers, which are independent of vehicle manufacturers, independent third parties and operators. To realize the innovation of the business operation mode of on-board information service. These auto trading companies have close ties with automobile manufacturers, and in the process of vehicle sales of many brands of agents, they have established close cooperative relations with various automobile manufacturers. Therefore, the on-board information service business, which is dominated by automobile trading companies, will fully draw lessons from the demand characteristics of the services already provided by various automobile brands. At the same time, the automobile trade manufacturers will be different from the specific roles of the automobile manufacturers of each brand. So that it can be relatively independent of the constraints of each automobile brand, with the public customers, corporate customers and industry customers to provide independent on-board information business services, at the same time because of the auto trading company's own operational characteristics, Good at dealing with the public and customer service sensitivity, so that it has the ability to integrate content providers, graphic vendors, telecom operators, front-end and back-end all aspects of high-quality resources, can complete the integration of resources, Vehicle information business to achieve more effective development. This paper mainly adopts the method of investigation and research to fully understand the current situation of on-board information services, including collecting information on the market policy environment, market scale, existing business models, etc. Through the existing vehicle information service company responsible for qualitative interviews and auto trading companies about the needs of users survey; Through case analysis and comparative study, this paper analyzes the shortcomings of the existing operation model and the scheme that can be operated in the next step. The result of this paper is that, by analyzing the advantages of automotive trading companies in on-board information services, and combining the range of available services, we can determine how to develop the commercial operation mode of on-board information services. It also analyzes how to realize the high service performance of the platform and the effective integration and management of the partner resources from the concrete implementation scheme.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270.7;F426.471

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