奔驰星睿二手车营销策略研究

发布时间：2018-01-11 04:10

本文关键词：奔驰星睿二手车营销策略研究　出处：《北方工业大学》2015年硕士论文　论文类型：学位论文

更多相关文章： 奔驰星睿 二手车 营销策略 大数据

【摘要】：梅赛德斯奔驰(中国)汽车销售公司有限公司在2009年11月11日,针对中国市场量身定制的二手车业务品牌星睿启动,它的诞生意味着正式拉开了梅德赛斯-奔驰进军中国二手车市场的序幕。但是,由于中国二手市场仍不健全,国家对二手车交易行为缺乏监管,商家利用信息不对称盲目追求利润导致消费者对二手车的抵触情绪是奔驰星睿面临的重大挑战。本文通过对二手车市场现状以及奔驰星睿现行营销策略进行分析,发现二手车整体市场交易价格的不透明、奔驰星睿二手车产品存在同质化、车源少无法满足消费者车型选择需求且营销渠道单一等问题。为了寻找适合奔驰星睿的营销策略,本文通过对中国二手车市场现状、品牌认证二手车营销策略实践成果的研究,结合奔市场消费特征以及奔驰星睿认知评价调研,运用定性定量分析法进行分析总结,认为透明的交易环节以及有保障的售后服务是目前消费者在购乃二手车市最关注的要素, 据此,提出对公司市场定位和营销策略的调整建议。通过本文的研究,一方面对奔驰星睿现行营销策略进行调整,采用差异化产品策略,利用金融产品的销售辅助作用,突出产品差异的同时降低消费者对销售价格的敏感度；坚持依托4S店的渠道策略同时引入电商平台降低双方搜索成本提升广宣效果；通过透明的定价策略营造透明的交易环节提升消费者二手车的信任度；完善品牌定位,提升消费者对奔驰星睿二手车的认知评价,增强企业竞争力从而为提升企业产品市场渗透率提供帮助。另一方面,我国二手车市场仍然处在发展的初级阶段,缺乏国家政策引导以及成熟的二手车模式,通过本文的研究,希望对品牌认证二手车这一模式的发展研究提供参考,为中国二手车市场走向成熟贡献一份力量。
[Abstract]:Mercedes-Benz (China) Automotive sales Co., Ltd. launched in November 11th 2009, tailor-made second-hand car business brand Starry for the Chinese market. Its birth means that Medessez-Benz has officially opened the door to enter the Chinese used car market. However, because China's second-hand market is still not sound, the state has no regulation on second-hand car trading. Blind pursuit of profits by merchants using information asymmetry leads to consumers' resistance to second-hand cars, which is a major challenge facing Mercedes-Benz Starmonitor. Through the analysis of the current situation of second-hand car market and the current marketing strategy of Mercedes-Benz Star Rui, it is found that the transaction price of second-hand car market is not transparent, and the second-hand car product of Mercedes-Benz Star Rui has the same quality. In order to find a suitable marketing strategy for Mercedes-Benz Star Rui, this paper analyzes the current situation of second-hand car market in China. Brand certification second-hand car marketing strategy practice research combined with the market consumption characteristics and Mercedes-Benz star Rui cognitive evaluation research using qualitative and quantitative analysis and summary. He thinks that transparent trading links and guaranteed after-sales service are the most important factors that consumers are most concerned about in the second-hand car market at present. Through the research of this paper, on the one hand, the current marketing strategy of Mercedes-Benz Star Rui is adjusted, and the differentiated product strategy is adopted. Use the financial product sales assistant function, highlight the product difference at the same time reduce the consumer's sensitivity to the sale price; Adhere to the channel strategy of relying on 4S store while introducing e-commerce platform to reduce the search costs of both sides to improve the effectiveness of publicity; Through transparent pricing strategy to create transparent trading links to enhance consumer second-hand car trust; Improve brand positioning, enhance consumers' cognitive evaluation of Mercedes-Benz star Rui second-hand car, enhance the competitiveness of enterprises so as to improve the market penetration of enterprise products. On the other hand. China's second-hand car market is still in the primary stage of development, lack of national policy guidance and mature second-hand car model, through the study of this article, I hope to provide a reference for the development of the model of brand certification second-hand car. For China's second-hand car market mature contribution to a force.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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