凭借接近2500万辆的乘用车年销量，我国已成为全球第一大汽 车市场。截止到2017年，我国汽车的保有量已到达2.09亿辆。其中， 2017年二手车的年 交易量为1240万辆。相比其他成熟的国外汽车市 场，我国的二手车交易仍未达到应有的规模，因此成为一个潜力巨大 的市场。据相关预测，2020年二手车交易的规模能够达到万 亿市场。 二手车电商、厂商品牌二手车、二手车经纪公司、二手车拍卖公司等 多方势力参与竞争，试图抢占这片蓝海市场。 A公司是国内数一数二的合资汽车厂商，新车累计销 量已达1800 万辆。A公司旗下汽车品牌在国内素来享有较好的美誉度，在消费者 中建立了“皮实耐用”、“德系质量”等良好口碑。A公司于四年前启 动了A品牌认证二手车业务 ，正式进入二手车交易市场。但目前该业 务成交量仅占新车销量的0.8%。面对变化的市场环境以及消费者需 求，现有的营销策略已无法有效促进业务提升。考虑到认证二手车对 A公司新车销售、保值率等整体战略的积极意义，以及潜在的发展机 会，A公司需要调整营销策略来把握发展机遇、迎接挑战。 本文首先聚焦该业务的营销管理现状，发现存在车 源不足、服务 有待改善等问题，主要原因在于资源分配缺乏重点、过度倚重经销商、 线上服务和客户运营方面投入不足。并梳理了研究对象的关键目标和 主要挑战，同时针对A 公司的主要资源、核心能力进行了分析。接下 来从相关外部环境展开分析。通过PEST分析工具对A品牌认证二手 车业务所处的宏观环境层层剖析，并通过波特五力分析法分析研究 对 象处所的竞争环境，发现A品牌认证二手车外部环境的变化对消费者 需求所产生的影响,从而找出该业务发展所面临的机会和威胁。在此 基础上，对典型消费者的购买行为和国 外二手车业务做了调研分析， 以期对A品牌认证二手车业务的发展带来启发。最后，通过以上内外 部环境分析获得的启示，基于STP对现有营销策略提出建议，包括： 聚焦华东、 华中和西部地区的三线及以下城镇细分市场，关注新移民 群体，在原有定位基础上，通过分级制度突出“专业、便利”卖点； 利用进店机会，让客户体验新车，提升客户换车意 愿，同时发展汽车 融资租赁业务以及大客户回购合作，获得更多优质车源；对标新车服 务；利用残值管理系统加强对经销商二手车定价的指导和管理，保证 认证二手车价格的透 明与公平；有重点地发展全功能经销商；充分利 用网络信息发布功能；加强店头宣传，举办更多线上线下活动等。通 过以上策略建议，以期A品牌认证二手车能够提升销量，发挥 对于A 公司的战略价值。 本文希望通过分析研究从营销角度为A品牌认证二手车的发展 给出解决方案，同时也为有类似问题的企业提供思路参考。 关键词：认证二手车，STP，营 销策略 THE RESEARCH OF A BRAND CERTIFICATED USED CAR SALES AND MARKETING ABSTRACT China has become the biggest automobile market all over the world with annual sales volume of near 25 million units’ passenger vehicles. Till the end of 2017, the car parc in China have reached 209 million units. The total transaction volume of used car was 12.4 million units in 2017. However, China’s used car market has not developed to the corresponding size compared with automobile market out of China, which indicates that it will be a potential enormous market. According to the prediction by authorities, the deal scale of China’s used car market will reach 1000 billon. E-Commerce, automobile manufacturers, broker, and even auction companies are getting involved in this competition with the intention to lead the market. A company is one of the biggest joint-venture automobile manufacturers in China, with 18 million units of accumulated sales volume of new vehicle. The automobile brands in A company have good reputation in China. Most of customers appreciate its good quality. Four years ago A brand launched certificated used car business, while by now it is still in developing with 0.8% trade volume of the annual sales volume of new vehicle. Considering its strategic meaning for new vehicle sales and value preservation rate and development opportunities, A company should adjust its sales and marketing strategy to meet the challenge and seize the opportunities. This thesis focused on the current sales and marketing firstly with the finding that the used car supply is insufficient and customer service need to be improved, which mainly caused by the decentralization of resource allocation, dependence on dealers and insufficiency of marketing expense on online service and customer management. Therefore KPI and main challenge, core resources and key capabilities were analyzed, aiming to find solutions from inside. In the next part this thesis analyzed from outside, that is current macro environment through PEST analysis tool and meanwhile the competition environment with Michael Porter’s Five Forces Model, to find the opportunities and threats. After that, this thesis compared the business cases out of China, to inspire A brand certificated used car and even whole used car market in China. Based on the internal and external environment analysis this thesis made SWOT analysis, gave suggestions on sales and marketing strategy with STP theory and 4P tactics including: focus on the 3-tier cities and urban sub-market in East, Central and West China regions. Target on new immigrant groups. Highlight “Professional, Convenient” as selling point through classification system. Get more high-quality used car source through raising customer’s willingness to update their cars and developing financial leasing business and fleet customer buy-back cooperation. Benchmark with new car service. Strength guidance and management on dealers’ pricing to ensure the price transparent and fair. Develop full-function dealer selectively. Make full use of online information function. Strengthen promotion in store. Hold more online and offline activities etc. This thesis aims to give solution for the development of A brand certificated used car through research and analysis from the perspective of sales and marketing. At the same time, it also provides a reference for enterprises with similar problems. KEY WORDS: certificated used car, STP, sales and marketing strategy 目录 第1章 绪论 ............................................................... 1 1.1 研究的问题及其背景 ................................................... 1 1.2 研究的目的 及意义 ..................................................... 2 1.3 研究方法 ............................................................. 3 1.4 相关理论与方 法概述 ................................................... 3 1.5 论文主要结构 ......................................................... 6 第2章 营销现状、存 在问题及内部原因分析 .................................... 8 2.1 A品牌认证二手车营销现状分析 ......................................... 8 2.1.1 A品牌认证二手车 业务概况 ........................................... 8 2.1.2 A品牌认证二手车营销业绩表现 ....................................... 9 2.1.3 A品牌认证二手车业务 目前营销战略与策略分析 ........................ 11 2.2 关键目标和主要问题分析 .............................................. 12 2.2.1 认证二手车业务的关键目 标 ........................................ 12 2.2.2 认证二手车业务的主要问题分析 .................................... 13 2.3 主要资源和核心能力分析 .............................................. 14 2.3.1 品牌资源 ........................................................ 14 2.3.2 渠道资源和管理能力 .............................................. 15 2.3.3 质量管理能力 .................................................... 16 2.3.4 金融和保险资源 .................................................. 16 2.4 内部分析对解决问题的启示 ............................................ 16 第3章 外部相关原因分析 .................................................. 18 3.1 国内二手车市场概况 .................................................. 18 3.2 宏观环境视角的分析 .................................................. 20 3.2.1 政治环境 ........................................................ 20 3.2.2 经济环境 ........................................................ 21 3.2.3 社会文化环境 .................................................... 26 3.2.4 技术环境 ........................................................ 27 3.2.5 宏观环境中对A品牌认证二手车营销的有利与不利因素 ................ 27 3.3 行业竞争视角的分析 ................................