随着人民生活水平的不断提高,消费者购买汽车的需求越来越大,近年来我

国汽车行业发展迅速,二手车市场逐渐得到人们的认可而登上历史舞台。在发达

国家,汽车厂商的利润主要来自于汽车后市场,其中二手车市场又是汽车后市场

各子行业中利润最高的部分。

快速发展的新车市场和相当规模的私人轿车保有量,为二手车市场的发展提

供了 “货源”基础;逐渐规范的交易环境和相关法律法规的推出,为二手车市场

的发展提供了交易过程保障;随着人们消费观念的逐渐成熟,二手车行业必将迎

来巨大的市场机会。

二手车的发展需要网络技术的支持,二手车电商发挥的作用越来越明显,但

是网络不可能完全代替实体经营。随着020模式盛行于各个行业,传统二手车行

业从业者开始更加重视线下以应对电商的冲击,更好地发挥线下的能量。未来二

手车的发展,必将是传统模式和新技术的融合。

本文在绪论部分简单介绍了国内外二手车市场现状,接着详细分析了我国二

手车市场营销现状及特点、二手车营销存在的主要问题,从而提出了二手车营销

的建议。在制定二手车营销策略时,本文先用SWOT模型分析了我国二手车市场的

优劣势及所面临的机会和威胁,然后用STP理论分析得出中小企业应优先选择二

手车电商中介细分领域,最后基于战略分析结果用4P营销理论从产品、价格、渠

道、促销四个方面分别制定了二手车营销策略。最后,归纳总结本文观点,展望

二手车电商未来。

关键词:二手车,营销策略,STOT模型,STP理论,4P营销

Based on E-commerce Model on the

second-hand car marketing strategy

Abstract

With the continuous improvement of people's living standard, the increasing need of

consumers to buy cars,and the automobile industry in our country has developed

rapidly in recent years,the second-hand car market is gradually been recognized by

people and boarded the stage of history. In developed countries, the manufacturer's

profit of automobile market mainly comes from the automotive afler-market, the

second-hand car market is the most profitable part in car of sub-industry.

Rapid development of new car market and the large scale of private car ownership,

for the development of the used-car market provides a source basis; Gradually,

standardize the trading environment and the relevant laws and regulations, for the

development of the used-car market provides the transaction security. As people's

consumption concept gradually mature, used-car industry will have great market

opportunities.
,

The second-hand cars need the support of network technology, the development of

second-hand car electrical contractor role more and more obvious, but the network can

not completely replace the entity management. With the popular of 020 model in

various industries, used car industry practitioners begin to pay more attention to

traditional off-line to cope with the impact of the electricity, energy better play offline.

The future development of second-hand cars, will surely combine with the traditional

pattern and the new technology.
i

This introduction of article main introduced current situation about the used-car

market at home and abroad. Then presented a detailed analysis of the second-hand car

current situation, characteristics and main problems of second-hand car marketing in

our country. Consequently, put forward suggestions for second-hand car marketing.

When developing the second-hand marketing strategy, the article used the SWOT model

to analysis the advantages and disadvantages of the used car market in China and facing

the opportunities and threats. Then using the STP theory analysis, concluded that small

and medium-sized enterprises should first choose used car electric business

intermediary niche. Based on the strategic analysis resulted with the 4p marketing

theory from product,price, channel, promotion four aspects respectively made the

III

second-hand car marketing strategy. Finally, summarized this article views, and

outlooked used electricity business in the future.

Key Words: Second-hand cars, Marketing strategy, The SWOT model,The STP

theory, The 4P marketing

目 录

1绪论 1

1.1研究背景与意义
1

1.2国内外二手车市场现状
2

1.3研宄方法及主要内容
5

2相关理论综述
7

2.1 PEST 理论
7

2.2 STP 7

2.3 4P 理论 8

2.4 4C 理论 8

2.5 SWOT分析法
9

3国内二手车营销现状分析
10

3.1 二手车市场相关概念
10

3.2我国二手车营销现状及特点
11

3.3国内二手车营销存在的主要问题
13

3.4 二手车市场营销策略的思考
18

4电子商务环境下的二手车营销策略制定
22

4.1 二手车市场的SWOT分析
22

4.2基于STP理论的二手车营销战略制定
25

4.3电子商务环境下的二手车营销策略
32

5 賺 39

参考文献 40

致谢 42