本文關(guān)鍵詞：G公司二手車市場(chǎng)營(yíng)銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著中國(guó)汽車保有量的增加,各汽車主機(jī)廠發(fā)現(xiàn)正面臨經(jīng)濟(jì)下行,汽車新車銷售增速下降的壓力。但與此同時(shí),汽車保有量增加大也使得汽車換購(gòu)人群比例逐漸提升,國(guó)家政策出臺(tái),促進(jìn)二手車行業(yè)蓬勃發(fā)展,二手車網(wǎng)絡(luò)交易平臺(tái)不斷涌現(xiàn),這對(duì)各汽車主機(jī)廠也是發(fā)展的機(jī)遇。為了適應(yīng)市場(chǎng)環(huán)境的變化,迎接市場(chǎng)挑戰(zhàn)并抓住市場(chǎng)機(jī)遇,G公司將著力發(fā)展二手車業(yè)務(wù)(置換業(yè)務(wù)與品牌二手車業(yè)務(wù))。希望通過置換業(yè)務(wù)留住老客戶,提升品牌的美譽(yù)度。通過品牌二手車業(yè)務(wù)能夠提升其車輛銷售的競(jìng)爭(zhēng)力,增加G公司經(jīng)銷商的運(yùn)營(yíng)利潤(rùn),并搶占低端市場(chǎng),為未來新車銷售培養(yǎng)優(yōu)質(zhì)潛在客戶。本文第一章對(duì)研究背景、目的與意義、研究?jī)?nèi)容以及思路與方法進(jìn)行了簡(jiǎn)要的闡述。第二章對(duì)與本文相關(guān)的營(yíng)銷理論基礎(chǔ)進(jìn)行總結(jié),并對(duì)有關(guān)二手車營(yíng)銷的文獻(xiàn)進(jìn)行回顧第三章對(duì)G公司二手車業(yè)務(wù)營(yíng)銷工作現(xiàn)狀進(jìn)行分析,總結(jié)工作現(xiàn)狀并對(duì)營(yíng)銷工作中存在的主要問題做出總結(jié)�；谶@些問題,筆者在第四章對(duì)G公司二手車業(yè)務(wù)的營(yíng)銷環(huán)境進(jìn)行分析。在觀察國(guó)內(nèi)二手車市場(chǎng)的總體情況的前提下,從消費(fèi)者、競(jìng)爭(zhēng)對(duì)手和自身實(shí)力三個(gè)方面分析了G公司二手車業(yè)務(wù)。第五章為文章的重點(diǎn)。筆者在這一章對(duì)G公司二手車業(yè)務(wù)進(jìn)行市場(chǎng)細(xì)分、消費(fèi)人群的選擇以及定位,并基于此制定G公司二手車業(yè)務(wù)的營(yíng)銷4P策略。隨后在第六章結(jié)合G公司二手車業(yè)務(wù)營(yíng)銷實(shí)際從營(yíng)銷理念、組織優(yōu)化調(diào)整、員工、伙伴以及費(fèi)用的角度進(jìn)行保障措施的闡述。
[Abstract]:As China's car holdings increase, auto mainframe factories are finding themselves facing downward pressure on new car sales growth, but at the same time. The increase in the number of vehicles also makes the proportion of people buying cars gradually improve. The national policy has promoted the development of second-hand car industry and the network trading platform of second-hand car has been emerging. In order to adapt to the changes of the market environment, meet the market challenges and seize the market opportunities. Company G will focus on the development of second-hand car business (replacement business and brand second-hand car business). Hope to retain old customers through replacement business. Promote brand reputation. Through brand second-hand car business can enhance its vehicle sales competitiveness, increase G company dealers operating profits, and seize the low end of the market. The first chapter is about the background, purpose and significance of the research. The research content and ideas and methods are briefly described. Chapter two summarizes the marketing theory basis related to this paper. The third chapter analyzes the current situation of second-hand car marketing in G Company. Summarize the current situation of the work and make a summary of the main problems existing in the marketing work. Based on these issues. In chapter 4th, the author analyzes the marketing environment of second-hand car business in G Company. Under the premise of observing the general situation of domestic second-hand car market, the author analyzes the marketing environment of second-hand car business from consumers. Competitors and their own strength of the analysis of the G company used car business. 5th chapter as the focus of the article. In this chapter, the author of G used car business market segmentation, consumer choice and positioning. And based on this to formulate the G company second-hand car business marketing 4P strategy. Then in the 6th chapter combined with G company second-hand car business marketing from the marketing concept, organizational optimization adjustment, employees. Describe the safeguards from the perspective of partner and cost.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F274

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