中浩公司二手车市场营销策略研究

发布时间：2018-05-31 09:23

本文选题：二手车市场 + 营销策略　；参考：《吉林大学》2017年硕士论文

【摘要】：汽车产业发展的日新月异大大推动了产业发展模式的创新,汽车厂商已经从单纯的“产供销模式”逐步向“产业链模式”转型。二手车市场的发展让商家在原本倾斜的天平上找到了利润增长的平衡点。国内的二手车市场最近几年的快速发展,不仅很大程度上提升了我国汽车市场的业务,同时也为国民经济发展提供助力。尤其是最近几年,二手车市场发展速度越来越快,经营模式也逐步走向完善。因此营销策略的选择就显得尤为重要,二手车市场在快速扩张的同时更需要因地制宜。因为只有与本土特色相结合才能更加深入了解客户需求,才能有效拓展二手车市场。本文以中浩公司二手车市场为研究对象,通过对中浩公司二手车市场业务发展现状的分析和研究,进一步进行营销环境分析,选择适合的发展策略。在营销方式上分别对产品、价格、渠道和促销提出相应对策并提供相应保障措施。首先针对目前中浩公司的发展现状进行介绍并找到发展过程中遇到的问题,在对问题进行有效分析和探究的基础之上,发现中浩公司二手车业务市场存在品牌定位不清,营销渠道单一等问题。中浩公司是位于吉林省四平市双辽市的一家新兴二手车交易公司。旨在结合二手车市场的灵活性与当地的本土文化,将公司打造成当地首屈一指的二手车交易公司。一方面,中浩公司现处于公司的起步阶段,没有足够庞大的资金来支持产品的开发和市场宣传工作;另一方面,公司分销商数量少,渠道单一,权限少,主要从事的就是关于客户的信息搜集和日常问题的解答工作。同时发现中浩公司在二手车车辆产品的价格制定和产品包装上并没有形成明显的差异化和区分。因此,公司需要改进自己的营销策略来适应市场的需求。其次分别从宏观环境、微观环境对中浩公司进行分析,其中宏观环境分析主要涉及政策环境、技术环境、经济环境和社会环境的分析;微观环境主要从市场环境、竞争对手、自身环境和市场需求等四个方面进行分析。再次,对中浩公司二手车业务进行SWOT分析,分别从优势、劣势、机会和威胁进行分析对此进行了详细论述,从产品、价格、渠道和促销四方面提出了可供选择的营销策略。通过分析了解市场上消费者对于二手车的需求都有哪些,与竞争对手相比,中浩公司竞争优势有哪些,外界带来的机会和威胁又有哪些,为后续营销策略的改进奠定理论基础。最后,针对中浩公司目前的情况进行了公司的STP分析,分别从市场细分、选择目标市场、市场定位三个方面分析。制定合理营销策略,并提出相应合理的保障措施。通过分析和改进营销策略,旨在提升中浩公司的企业竞争力,优化企业资源配置,提升企业工作效率,有效维系中浩公司现有消费群体,深层挖掘潜在客户,使企业更快的发展。
[Abstract]:The rapid development of the automobile industry has greatly promoted the innovation of the industrial development model. The automobile manufacturers have gradually transformed from the "production, supply and marketing mode" to the "industrial chain mode". The development of the second-hand car market allows businesses to find the balance of profit growth in the original tilt of the balance. The rapid development of domestic second-hand car market in recent years has not only greatly enhanced the business of China's automobile market, but also provided a boost for the development of the national economy. Especially in recent years, the used car market is developing faster and faster. Therefore, the choice of marketing strategy is particularly important, second-hand car market in the rapid expansion of the need to adapt to local conditions. Only with the combination of local characteristics in order to better understand customer needs, can effectively expand the used car market. This paper takes the second-hand car market of Zhonghao Company as the research object, through the analysis and research on the present situation of the second-hand car market development of Zhonghao Company, further carries on the marketing environment analysis, selects the suitable development strategy. In the marketing mode, the product, the price, the channel and the promotion separately proposed the corresponding countermeasure and provides the corresponding safeguard measure. First of all, according to the current development situation of Zhonghao Company and find out the problems encountered in the process of development, on the basis of effective analysis and exploration of the problems, we find that there is a lack of brand positioning in the second-hand car business market of Zhonghao Company. Single marketing channels and other issues. Zhonghao Company is located in Siping City, Jilin Province, Shuangliao City, a new second-hand car trading company. The aim is to combine the flexibility of the used car market with the local culture to build the company into a leading used car trading company in the region. On the one hand, Zhonghao is in its infancy and does not have sufficient funds to support its product development and marketing efforts. On the other hand, the company has a small number of distributors, a single channel, and less authority. Mainly engaged in the collection of information about customers and the daily problem solving work. At the same time, it is found that there is no obvious difference and distinction between the pricing and packaging of used car and vehicle products. Therefore, the company needs to improve its marketing strategy to meet the needs of the market. Secondly, we analyze Zhonghao Company from the macro environment and micro environment respectively, in which the macro environment analysis mainly involves the analysis of policy environment, technology environment, economic environment and social environment; the micro environment is mainly from the market environment, competitors, Its own environment and the market demand and so on four aspects carries on the analysis. Thirdly, SWOT analysis of second-hand car business of Zhonghao Company is carried out, which is discussed in detail from the aspects of advantages, disadvantages, opportunities and threats, and puts forward alternative marketing strategies from four aspects: product, price, channel and promotion. Through the analysis of what consumers demand for second-hand cars in the market, compared with competitors, what are the competitive advantages of Zhonghao Company, what opportunities and threats the outside world brings, and lay a theoretical foundation for the subsequent improvement of marketing strategy. Finally, according to the current situation of Zhonghao Company, this paper analyzes the company's STP from three aspects: market segmentation, target market selection and market positioning. Make reasonable marketing strategy, and put forward the corresponding reasonable safeguard measures. Through the analysis and improvement of marketing strategy, the aim is to enhance the competitiveness of Zhonghao Company, optimize the allocation of enterprise resources, improve the efficiency of enterprise work, effectively maintain the existing consumer groups of Zhonghao Company, and dig out potential customers deeply. Make the enterprise develop faster.
【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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