武汉园和汽车有限公司汽车改装市场研究

发布时间：2019-02-25 12:06

【摘要】：近年来，中国的汽车行业发展迅猛，私人汽车逐渐增多，越来越多的车主开始关注个性化的汽车改装。汽车改装已经变成了一种全新的汽车文化，它所蕴藏的巨大商机潜能，已经引起了所在行业的广泛关注。基于汽车改装市场的研究视角，本文以武汉园和汽车有限公司为研究对象，运用相关的经济理论对汽车改装市场进行剖析。首先，，从武汉园和汽车有限公司在路虎和捷豹汽车改装件方面的具体产品销售情况和市场所面临的问题等角度，对武汉园和汽车有限公司的基本市场状况进行了分析。其次，为研究公司潜在的销售量，开拓潜在市场，安排好商品在地区之间的合理分配，以及经营商品的地区市场占有率，本文运用相关经济理论，对武汉园和汽车有限公司的市场需求、市场竞争和市场问题进行了市场探索。再次，在界定市场细分标准的基础上提出了市场细分应该注意的问题；从保持与客户联系、送货上门和质量三包等角度，提出应向客户提供完善优质的售后服务；从经营决策、零售店选址和销售人员选聘等角度，提出了市场开发的具体建议。最后，根据上述理论分析结论，并从本公司的经营模式和运营两个角度，本文提出了具体建议。笔者希望本研究能较为准确和全面地分析中国路虎和捷豹的汽车改装市场的市场走向和发展趋势，从而提升武汉园和汽车有限公司的市场竞争力。
[Abstract]:In recent years, with the rapid development of automobile industry in China, the number of private cars is increasing, and more car owners begin to pay attention to personalized car modification. Automobile refit has become a brand-new car culture, which has attracted wide attention of the industry because of its great business potential. Based on the research perspective of automobile refit market, this paper takes Wuhan Yuanhe Automobile Co., Ltd. as the research object and analyzes the automobile refit market by using the relevant economic theory. First of all, the basic market situation of Wuhan Yuanhe Automobile Co., Ltd. is analyzed from the aspects of the sales situation and the market problems of Land Rover and Jaguar refit parts. Secondly, in order to study the potential sales volume of the company, explore the potential market, arrange the reasonable distribution of the commodities among the regions, and the regional market share of the commodities, this paper applies the relevant economic theory. This paper explores the market demand, market competition and market problems of Wuhan Yuanhe Automobile Co., Ltd. Thirdly, on the basis of defining the standard of market segmentation, the paper puts forward the problems that should be paid attention to in market segmentation, and puts forward that we should provide perfect after-sales service to customers from the angles of maintaining contact with customers, delivering goods to our customers and three guarantees of quality. From the point of view of management decision, retail store location and the selection and employment of sales personnel, the paper puts forward some specific suggestions for market development. Finally, according to the above theoretical analysis conclusions, and from the company's business model and operation two angles, this paper puts forward specific suggestions. The author hopes that this study can accurately and comprehensively analyze the market trend and development trend of China Land Rover and Jaguar's automobile refit market so as to enhance the market competitiveness of Wuhan Yuanhe Automobile Co., Ltd.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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