Y汽车公司应用O2O模式的营销现状与对策研究

发布时间：2018-01-19 13:32

本文关键词： Y汽车公司 O2O模式整车销售汽车后市场　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,中国汽车保有量不断攀升,汽车后市场更是进入亿万级行列,在国家政策的引导下,汽车行业的开放度不断提高,吸引了大批来自国内国外的知名企业进军中国汽车市场。互联网理念的普及和移动技术的飞速发展,改变了我们的生活,也改变了汽车行业的市场环境,O2O模式作为新兴的商业模式引起了汽车企业的广泛关注,并且已经在汽车产业链上的各个环节展开了探索和尝试。Y汽车公司为隶属于某经销商集团的4S店,在激烈竞争的市场环境下,意识到4S店的传统优势正在逐渐消退,依靠传统的商业模式已经无法满足其发展需求,早在三年前就已经提出"打造以数字营销为中心的市场开发体系"的理念。Y汽车公司在多项经营业务上对O2O模式进行了广泛的实践,尤其是在整车销售环节,不仅深度利用O2O模式开展销售业务,并且取得了一定成效。本文展现了 Y汽车公司运营O2O模式的全貌,详细介绍了 "Online环节"和"To环节"的工作流程、内容和方式。Y汽车公司在"Online环节"的最大收获来自于和汽车垂直网站的合作,通过签约智能营销系统、投放广告、团购活动的方式,来获取数量庞大的销售线索,通过"TO环节"数字营销小组(DCC)的转化,实现"Offline 环节"客户到店体验和成交;通过对集客、销量、市场费用、集客成本和购买成本的分析,得出结论:2016年下半年Y汽车公司Online集客占总集客的62.6%,而Online市场费用仅占总市场费用的30.1%,DCC销量占总销量的30%,集客成本和购买成本明显低于传统销售模式。Y汽车公司在整车销售环节运营O2O模式的成功经验值得借鉴和推广,同时也需要进一步的优化。在利益空间巨大的汽车后市场里,Y汽车公司对O2O模式虽然偶有试水,但是没有产生持续的效益增长,而且市场上大肆兴起的二手车直卖网、快修连锁、网上配件商城等汽车服务商,使得竞争不断加剧。因此,本文分别针对整车销售和汽车后市场两个方面论述了基于O2O模式的Y汽车公司的营销困境和发展瓶颈。利用PEST分析法和SWOT分析法,对Y汽车公司营销环境进行分析之后,提出Y汽车公司运营O2O模式,实现现有业务的提升、新的赢利点的增加、和平均成本的降低,即视为成功。以此为目标,本文立足于国内汽车行业市场环境,以Y汽车公司实际情况为出发点,参考国外及国内大型经销商集团的成功经验,利用4C营销理论对基于O2O模式的Y汽车公司营销策略提出了顾客策略、成本策略、便利策略和沟通策略。基于O2O模式的营销策略是Y汽车公司提高核心竞争力的关键因素,也是未来国内汽车行业的发展趋势,它需要也值得更全面更深入的思考、研究和探索。
[Abstract]:In recent years, the number of cars in China has been rising, and the market after the car has entered the ranks of hundreds of millions. Under the guidance of national policies, the opening degree of the automobile industry has been continuously improved. Attracting a large number of well-known enterprises from home and abroad to enter the Chinese auto market. The popularity of the concept of the Internet and the rapid development of mobile technology have changed our lives, but also changed the market environment of the automobile industry. As a new business model, the O2O model has attracted wide attention of automobile enterprises. And has been in the automobile industry chain in each link has launched the exploration and the attempt. Y automobile company belongs to the certain dealer group 4S shop, under the intense competition market environment. Realize that the 4S store's traditional advantage is gradually fading, relying on the traditional business model can no longer meet its development needs. As early as three years ago, the concept of "building a market development system centered on digital marketing" has been put forward. Y Automobile Company has carried out extensive practice on O2O mode in many business operations. Especially in the whole car sales segment, not only in-depth use of O2O mode to carry out sales business, and achieved certain results. This paper introduces the workflow of "Online link" and "to link" in detail. The biggest gain of Y Automobile Company in "Online link" comes from the cooperation with the vertical website of automobile. Through the signing of intelligent marketing system, advertising, group buying activities, to obtain a large number of sales clues, through the "to link" digital marketing group DCCs transformation. To achieve "Offline link" customers to shop experience and deal; Through the analysis of the customer, sales volume, market cost, customer cost and purchase cost, it is concluded that in 2016, Y Automobile Company Online Group accounts for 62.6% of the total customers. However, the market cost of Online accounts for only 30.1% of the total market expenses, and the sales volume of Online accounts for 30% of the total sales volume. The successful experience of operating O2O mode in the whole vehicle sales link of YY Automobile Company is worth learning and popularizing, which is obviously lower than that of the traditional sales mode. At the same time, it also needs further optimization. Although the O2O model is occasionally tested by YY Automobile Company in the market with huge profit space, it does not produce sustained benefit growth. And the wantonly rise in the market second-hand car sales network, fast repair chain, online accessories stores and other automotive service providers, so that the competition is intensifying. This paper discusses the marketing dilemma and development bottleneck of Y Automobile Company based on O _ 2O mode from two aspects of whole vehicle sales and rear market, using PEST analysis method and SWOT analysis method. After analyzing the marketing environment of Y Automobile Company, this paper puts forward the O _ 2O mode of Y Automobile Company, which can improve the existing business, increase the new profit point, and reduce the average cost. This article bases on the domestic automobile industry market environment, taking the actual situation of Y Automobile Company as the starting point, referring to the successful experience of foreign and domestic large dealer groups. Based on the 4C marketing theory, this paper puts forward the customer strategy and cost strategy for Y automobile company based on O2O mode. Convenience strategy and communication strategy. Marketing strategy based on O2O model is the key factor to improve the core competitiveness of Y Automobile Company, and is also the development trend of domestic automobile industry in the future. It needs and deserves more comprehensive and in-depth thinking, research and exploration.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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