北京现代O2O体系构建研究

发布时间：2018-04-10 01:39

本文选题：北京现代　切入点：O2O电子商务平台　出处：《东北大学》2014年硕士论文

【摘要】：2000年至2009年期间,国内汽车产量和销量一直处于快速增长的态势,除了受2008年的金融危机影响外,其他各年的汽车销量增速的复合增长率均在20%左右。然而,自从2011年之后,汽车市场逐步转入了平稳增长的模式。而到了 2014年,汽车销量的增速已维持在较低的水平,只有10%左右。随着国内汽车市场的日趋饱和,以及由于汽车市场前期催化作用所造成的产能过剩,汽车市场的竞争变得日益激烈,汽车生产厂商和和销售渠道获利的增长速率放缓,不得不寻找新的增长点。由于汽车的销售过程相对复杂,试驾、订车、交车等过程使得汽车电商无法摆脱线下销售体系而独立存在,所以在B2C、C2C模式时代汽车行业电子商务并没有得到真正意义上的发展,然而020电子商务模式的出现恰恰解决了此前汽车行业电子商务中无法应对的线上咨询、付款,线下体验、交车的难题。可见,搭建020模式下的汽车电子商务平台,并优化已有的销售流程具有十分重要的意义。因此,本文以北京现代020平台构建作为研究对象,根据相关市场营销理论,提出了构建020商务体系的解决方案。本文基于文献研究和调研的方法,首先对电子商务、020电子商务模式进行了分析,并对汽车行业020发展现状进行了调研、总结;其次对北京现代汽车有限公司的企业概况和营销现状进行了综合分析;再次根据公司战略中最新关于发展数字化营销的实际,为了更好的用数字化的语言和客户实现互动,进一步实现销量增加,本文分别从架构设计和功能设计两个层面对北京现代020体系进行了设计;最后,在北京现代020电子商务平台框架下,引入IDCC销售体系,对目前的销售模式进行相应的调整,根据未来020发展趋势,制定出更符合公司现阶段发展的营销对策。
[Abstract]:Between 2000 and 2009, domestic auto production and sales have been growing rapidly, with the exception of the financial crisis of 2008, the compound growth rate of auto sales growth in other years is about 20 percent.However, since 2011, the auto market has gradually shifted to a steady growth model.By 2014, car sales had been growing at a low rate of about 10%.With the increasing saturation of the domestic automobile market, and the overcapacity caused by the early catalytic effect of the automobile market, the competition in the automobile market becomes increasingly fierce, and the growth rate of the profits of automobile manufacturers and sales channels slows down.We have to look for new growth points.Because the process of automobile sales is relatively complex, the process of test driving, booking and delivery makes the automobile e-commerce business unable to get rid of the offline sales system and exist independently, so in the era of B2CC2C model, the electronic commerce of automobile industry has not been developed in the real sense.However, the emergence of the 020 e-business model solves the problem of online consultation, payment, offline experience and car delivery that could not be dealt with in the automotive e-commerce industry before.Therefore, it is of great significance to build the automobile e-commerce platform and optimize the existing sales flow.Therefore, this paper takes the construction of Beijing modern 020 platform as the research object, according to the relevant marketing theory, puts forward the solution of constructing 020 business system.Based on the methods of literature research and investigation, this paper first analyzes the E-commerce model of E-commerce, and summarizes the current situation of the development of E-commerce 020.Secondly, the enterprise profile and marketing status of Beijing Hyundai Automobile Co., Ltd. are comprehensively analyzed. Thirdly, according to the latest development of digital marketing in the company strategy, in order to better use digital language and customer interaction,Further increasing sales volume, this paper designs the Beijing Hyundai 020 system from the two aspects of architecture design and function design. Finally, under the framework of Beijing Hyundai 020 e-commerce platform, the IDCC sales system is introduced.According to the development trend of 020 in the future, the author formulates the marketing countermeasures which are more in line with the current development of the company.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F724.6

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