建发汽车集团二手车业务发展的规划与实施研究

发布时间：2018-06-27 08:07

本文选题：二手车 + 建发汽车　；参考：《厦门大学》2014年硕士论文

【摘要】：随着中国汽车市场的快速发展,二手车行业发展进入新阶段,同时经销商面临越发激烈的整车销售竞争,更应该抓住二手车市场机遇。本文针对建发汽车经销商集团提出具有建发汽车特色的二手车业务规划和实施策略。在理论方面通过梳理了国内外的二手车发展脉络与经营模式提出了国内二手车发展方向,在应用层面则是以建发汽车的二手车业务为例为同行在公司实际业务操作层面提供一个有益的借鉴。本论文主要采用文献法对国内外二手车发展脉络进行梳理,同时采用实地研究法深入汽车企业探究建发汽车的二手车发展之路,通过对国内外二手市场的梳理,提出了经销商集团在二手车业务开展方面的创新之路。结合建发汽车的背景以及二手车业务开展现状,本论文提出了建发汽车的二手车发展规划战略：即四位一体的经营定位(二手车市场、二手车自主经营品牌、4S店二手车、电子商务)、品牌化战略以及集中式的管理重点；从实施层面,建发汽车将完善自己的二手车交易市场服务功能,重新建立自己的二手车独立经营公司,同时搭建建发汽车的二手车4S店网络,电子商务则以二手车业务为切入点作为汽车售后的服务支撑。本论文还对建发汽车二手车业务的经营进行了预测,得出了开展二手车业务不仅可以增加经销商集团的利润源,还可降低其经营风险,同时提升经销商自主品牌的推广能力的结论。
[Abstract]:With the rapid development of the automobile market in China, the development of the second-hand car industry has entered a new stage. At the same time, the dealers face the more intense competition of the vehicle sales and should seize the opportunity of the second-hand car market. The development direction of second-hand car at home and abroad is combed and the development direction of second-hand car is put forward. In the application level, the second-hand car business is taken as an example for the company to provide a useful reference for the actual operation of the company. This paper mainly uses the literature method to sort out the development of second-hand cars at home and abroad. At the same time, the method of field research is used to explore the road of car enterprise to explore the development of second-hand car. Through combing the second-hand market at home and abroad, this paper puts forward the innovation way of the dealer group in the development of second-hand car business. It combines the background of the car building and the present situation of the used car business. This paper puts forward the second-hand car construction. Car development planning strategy: the four one integrated management position (used car market, second-hand car independent brand, 4S store used car, electronic commerce), brand strategy and centralized management focus; from the implementation level, building a car will improve its own used car trading market service function, reestablish its own used car independent operation At the same time, the company builds a second-hand car 4S shop network, and e-commerce takes the second-hand car business as the starting point for the service of the car after sale. This paper also predicts the operation of the second-hand car business. It is concluded that the second hand car business can not only increase the profit source of the dealer group, but also reduce its operation. Risk, at the same time, enhance the promotion ability of dealers' independent brands.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

【参考文献】