隨著中國新車逐漸進入存量市場,二手車市場也將迎來一個高速發(fā)展時期。就目前而言,中國二手車市場可以總結(jié)為銷量快速增長、交易區(qū)域性強、交易車齡“年輕化”、高性價比的優(yōu)質(zhì)二手車更受歡迎等幾大特點。廣物汽貿(mào)作為華南地區(qū)的大型國有汽車經(jīng)銷商集團,在新車的運營、營銷等方面具有多年的豐富經(jīng)驗,但在二手車業(yè)務(wù)運營、營銷上卻仍有不足之處,還有有很大提升空間。論文的核心內(nèi)容主要包括五個部分。首先梳理相關(guān)研究的現(xiàn)狀以及理論。其次對廣物汽貿(mào)的二手車業(yè)務(wù)的經(jīng)營現(xiàn)狀、機制（部門、人員）構(gòu)成以及具體銷售渠道進行診斷。然后結(jié)合PEST與SWOT分析法,對集團開展二手車營銷的外部宏觀環(huán)境以及廣物汽貿(mào)開展二手車營銷的優(yōu)勢、劣勢、潛在機會和存在的威脅進行細致分析,指出廣物汽貿(mào)在二手車業(yè)務(wù)營銷上尚存在市場定位不清晰、產(chǎn)品服務(wù)單一以及品牌傳播渠道單一等不足。在此基礎(chǔ)上提出廣物汽貿(mào)二手車業(yè)務(wù)營銷問題的解決方法,運用STP方法對廣物汽貿(mào)二手車業(yè)務(wù)進行市場細分、確定目標(biāo)市場和市場定位,并從解決現(xiàn)存營銷問題的角度出發(fā),進一步制定廣物汽貿(mào)二手的產(chǎn)品服務(wù)、傳播以及網(wǎng)絡(luò)營銷策略。最后基于營銷制度流程保障、客戶關(guān)系管理以及信息系統(tǒng)建設(shè)三個角度... 

【文章頁數(shù)】：108 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
Abstract
摘要
1 Introduction
    1.1 Research background
    1.2 Research method and content
        1.2.1 Research method
        1.2.2 Research content
    1.3 Research purpose and significance
        1.3.1 Research purpose
        1.3.2 Research significance
2 Literature review
    2.1 Research status
    2.2 Theoretical review
        2.2.1 Marketing strategy and its formulation method
        2.2.2 Positioning theory
        2.2.3 PEST analysis
        2.2.4 4P theory
        2.2.5 E-marketing and social media marketing theory
3 Current status and trends of used cars in China
    3.1 Current status of second-hand car in China
    3.2 Trends of second-hand car in China
4 Case Description
    4.1 Introduction of GWQM
    4.2 Marketing overview of second-hand car of GWQM
5 Case study
    5.1 Marketing environment analysis of GWQM used Car
        5.1.1 Analysis of political environment
        5.1.2 Analysis of economic environment
        5.1.3 Analysis of society environment
        5.1.4 Analysis of technology environment
    5.2 Competitive model of GWQM’s second-hand car
        5.2.1 Main competitors
        5.2.2 Potential entrants
        5.2.3 Substitutes
        5.2.4 Bargaining capability of customers
        5.2.5 Bargaining capability of suppliers
    5.3 SWOT of GWQM’s second-hand car marketing
        5.3.1 Strengths
        5.3.2 Weaknesses
        5.3.3 Opportunities
        5.3.4 Threats
    5.4 Marketing problems of second-hand car business in GWQM
        5.4.1 Unclear market orientation
        5.4.2 Insufficient product service
        5.4.3 Simplistic brand promotion
6 Formulation of the marketing strategy of GWQM second-hand car business
    6.1 Market positioning strategy for GWQM second-hand car business
        6.1.1 Market segmentation of GWQM second-hand car business
        6.1.2 Target market of GWQM second-hand car business
        6.1.3 Market positioning of GWQM second-hand car business
    6.2 GWQM second-hand car product service strategy
    6.3 GWQM second-hand car promotion channel strategy
    6.4 GWQM second-hand car e-marketing strategy
7 Guarantee measures for the implementation of the marketing strategy of GWQM second-hand car business
    7.1 Marketing system process guarantee
        7.1.1 Strict control of car sources
        7.1.2 Develop a uniform technical standard for second-hand car evaluation
        7.1.3 Improve management incentive mechanism
    7.2 Customer relationship management
        7.2.1 Customer information management
        7.2.2 Customer maintenance
    7.3 Strengthening the construction of information systems
        7.3.1 Building a unified second-hand car service management system
        7.3.2 Open up online and offline communication channels
8 Conclusion
    8.1 Conclusion
    8.2 Limitation
    8.3 Future research
Reference
Appendix
    Appendix1:Questionnaire on second-hand car market in Guangzhou
    Appendix2 Record of interview process



本文編號：3647290