G公司二手车市场营销策略研究

发布时间：2018-01-14 08:02

本文关键词：G公司二手车市场营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国汽车保有量的增加,各汽车主机厂发现正面临经济下行,汽车新车销售增速下降的压力。但与此同时,汽车保有量增加大也使得汽车换购人群比例逐渐提升,国家政策出台,促进二手车行业蓬勃发展,二手车网络交易平台不断涌现,这对各汽车主机厂也是发展的机遇。为了适应市场环境的变化,迎接市场挑战并抓住市场机遇,G公司将着力发展二手车业务(置换业务与品牌二手车业务)。希望通过置换业务留住老客户,提升品牌的美誉度。通过品牌二手车业务能够提升其车辆销售的竞争力,增加G公司经销商的运营利润,并抢占低端市场,为未来新车销售培养优质潜在客户。本文第一章对研究背景、目的与意义、研究内容以及思路与方法进行了简要的阐述。第二章对与本文相关的营销理论基础进行总结,并对有关二手车营销的文献进行回顾第三章对G公司二手车业务营销工作现状进行分析,总结工作现状并对营销工作中存在的主要问题做出总结。基于这些问题,笔者在第四章对G公司二手车业务的营销环境进行分析。在观察国内二手车市场的总体情况的前提下,从消费者、竞争对手和自身实力三个方面分析了G公司二手车业务。第五章为文章的重点。笔者在这一章对G公司二手车业务进行市场细分、消费人群的选择以及定位,并基于此制定G公司二手车业务的营销4P策略。随后在第六章结合G公司二手车业务营销实际从营销理念、组织优化调整、员工、伙伴以及费用的角度进行保障措施的阐述。
[Abstract]:As China's car holdings increase, auto mainframe factories are finding themselves facing downward pressure on new car sales growth, but at the same time. The increase in the number of vehicles also makes the proportion of people buying cars gradually improve. The national policy has promoted the development of second-hand car industry and the network trading platform of second-hand car has been emerging. In order to adapt to the changes of the market environment, meet the market challenges and seize the market opportunities. Company G will focus on the development of second-hand car business (replacement business and brand second-hand car business). Hope to retain old customers through replacement business. Promote brand reputation. Through brand second-hand car business can enhance its vehicle sales competitiveness, increase G company dealers operating profits, and seize the low end of the market. The first chapter is about the background, purpose and significance of the research. The research content and ideas and methods are briefly described. Chapter two summarizes the marketing theory basis related to this paper. The third chapter analyzes the current situation of second-hand car marketing in G Company. Summarize the current situation of the work and make a summary of the main problems existing in the marketing work. Based on these issues. In chapter 4th, the author analyzes the marketing environment of second-hand car business in G Company. Under the premise of observing the general situation of domestic second-hand car market, the author analyzes the marketing environment of second-hand car business from consumers. Competitors and their own strength of the analysis of the G company used car business. 5th chapter as the focus of the article. In this chapter, the author of G used car business market segmentation, consumer choice and positioning. And based on this to formulate the G company second-hand car business marketing 4P strategy. Then in the 6th chapter combined with G company second-hand car business marketing from the marketing concept, organizational optimization adjustment, employees. Describe the safeguards from the perspective of partner and cost.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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