首页 > 资料专栏 > 论文 > 组织论文 > 组织管理论文 > MBA硕士毕业论文_子二手车盐城严选实体店营销策略研究PDF

MBA硕士毕业论文_子二手车盐城严选实体店营销策略研究PDF

shiting
V 实名认证
内容提供者
资料大小:1017KB(压缩后)
文档格式:PDF
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2022/3/7(发布于上海)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
近年来我国国民经济迅猛增长,国内汽车的保有量也在迅速提升,目前中国 作为全球第二大汽车保有市场,2018年我国汽车保有量达2.4亿辆,比2017年 增加2285万辆,增长10.51%,汽车保有量的增长促进了二手车的流通,传统观 念的改变让人们对二手车的接受程度也随时提高,二手车交易进入快速发展阶 段,既促进了旧车淘汰,又带动新车销售,稳定了新车生产,进而推动供给侧改 革,从而带动汽车产业链上下游产业的同步发展。 随着移动互联网的发展和“互联网+”概念的提出,我国电子商务产业正在 快速发展,并渗透到各个行业,其中电子商务信息服务型企业不断涌现。结合移 动互联网,二手车交易逐渐从线下转向线上,二手车企业逐渐通过电子商务平台 为用户提供信息和技术服务。这样的竞争环境冲击了传统的二手车营销模式,二 手车交易必须积极拥抱变化,制定出符合企业发展目标的营销策略和实施办法。 本文主要研究对象为瓜子二手车盐城严选店。该店坐落于江苏省盐城市盐都 区永宁汽车城3楼,店面整体面积1800平米,可停车辆80多辆。截止到2019 年5月,瓜子盐城严选店共销售严选车辆726台,年成交额超5000多万。但在 具体的门店运营过程中,瓜子总公司一方面对各线下实体店的营销管理“一把 抓”,对各门店营销方式具有高度控制权。另一方面又因为盐城严选店缺乏对当 地区域细分市场的研究,仅仅照搬总公司的营销策略。这造成了总公司策略制定 成功,线下实体店经营成功好,总公司策略制定失败,线下实体店经营失败的情 况。 本文旨在针对瓜子盐城严选店在盐城区域市场的市场营销策略进行研究,探 讨作为二手车平台线下直营店如何基于总公司的在全国范围内整体营销策略,做 好市场细分和市场定位,制定出符合当地区域市场竞争特征的营销策略,以达到 店面业绩提升和企业健康发展的目的,也为其他瓜子二手车的实体店营销策略制 定提供借鉴意义。 关键词:瓜子二手车,瓜子严选店,区域市场,营销策略 MBA学位论文作者:刘忠围瓜子二手车盐城严选实体店营销策略研究 II ResearchontheMarketingStrategyofGuaziSecond-hand CarsStrictlySelectedOfflineStoreinYancheng Abstract Astheworld'ssecondlargestcarholdingmarket,China'scarholdingreached 240millionin2018,anincreaseof22.85millionor10.51%over2017.Inrecent years,China'snationaleconomyhasbeengrowingrapidly,thedomesticcarholdingis alsorisingrapidly,andpeople'sacceptanceofsecond-handcarsisincreasingatthe sametime.Second-handcartradinghasenteredarapiddevelopmentstage,whichnot onlypromotestheeliminationofoldcars,butalsodrivesthesaleofnewcars, stabilizestheproductionofnewcars,andfurtherpromotessupply-sidereforms,thus drivingthesynchronousdevelopmentoftheupstreamanddownstreamindustriesin thecarindustrychain. WiththedevelopmentofmobileInternetandtheconceptof"internetplus", China'se-commerceindustryisdevelopingrapidlyandpermeatingintovarious industries.Amongthem,e-commerceinformationserviceenterprisesareconstantly emerging,usedcartransactionsaregraduallyshiftingfromofflinetoonline,andused carenterprisesaregraduallyprovidinguserswithinformationandtechnicalservices throughe-commerceplatforms.Suchacompetitiveenvironmenthasimpactedthe traditionalusedcarmarketingmode.Second-handcartradingmustactivelyembrace changesbiningwiththeenterprise'sownmarketingneedsandtheregional marketcompetitiveenvironment,itisnecessarytoformulatemarketingstrategiesand implementationmethodsthatmeettheenterprise'sdevelopmentgoals. ThemainresearchobjectofthisarticleisGuaziSecond-handCarsStrictly SelectedOfflinestoreinYancheng.Thestoreislocatedonthe3rdfloorofYongning AutoCity,YanduDistrict,withatotalareaof1800squaremetersandmorethan80 vehicles.UntilMay2019,GuaziYanchengSecond-handCarsStrictlySelected Offlinestorehadsold726strictselectionvehicles,withannualturnoverexceeding50 million.However,duringthespecificstoreoperationprocess,GuaziSecond-hand Carsheadoffice"grabbed"themarketingmanagementofeachofflinestoreandhada highdegreeofcontroloverthemarketingmethodsofeachstore.Atthesametime, MBA学位论文作者:刘忠围瓜子二手车盐城严选实体店营销策略研究 III GuaziYanchengSecond-handCarsStrictlySelectedOfflinestoreonlycopiedthe marketingstrategyoftheheadofficebecauseofitslackofresearchonthelocal regionalmarketsegments.Thishasresultedinthesuccessofcorporatestrategy formulation,thesuccessofofflinestoresincities,thefailureofcorporatestrategy formulationandthefailureofofflinestores. ThepurposeofthisarticleistostudythemarketingstrategyofGuazi Second-handCarsStrictlySelectedOfflinestoreinYanchengregionalmarket,andto discusshowtomakeamarketingstrategyplanmoresuitableforthelocalregional marketcompetitionenvironmentbasedontheoverallmarketingstrategyand managementoftheheadofficeasasecond-handcarplatformofflinedirectstore,so astorealizethegoodperformanceanddevelopmentofenterprisesintheregional market.ItcanprovidereferenceforotherGuaziSecond-handCarsStrictlySelected Offlinestorestoformulatemarketingstrategies. Keywords:Guazisecond-handcars,Guazistrictlyselectedofflinestore, regionalmarket,marketingstrategy MBA学位论文作者:刘忠围瓜子二手车盐城严选实体店营销策略研究 IV 目录 中文摘要......................................................................................................I Abstract....................................................................................................Ⅱ 第一章绪论................................................................................................1 1.1研究背景........................................................................................................1 1.1.1行业背景................................................................................................1 1.1.2企业背景................................................................................................2 1.2研究问题........................................................................................................2 1.2.1二手车电商营销环境的变化................................................................2 1.2.2瓜子盐城严选店面临的问题................................................................3 1.3研究内容和方法及技术路线........................................................................3 1.3.1研究内容................................................................................................3 1.3.2研究方法................................................................................................4 1.3.3技术路线................................................................................................5 1.4研究意义........................................................................................................5 1.4.1理论意义................................................................................................5 1.4.2实践意义................................................................................................6 第二章相关理论与文献综述...................................................................7 2.1营销相关理论................................................................................................7 2.1.1STP营销理论.........................................................................................7 2.1.27P营销理论...........................................................................................7 2.1.3体验营销理论........................................................................................9 第三章瓜子二手车盐城严选实体店营销现状及问题分析................10 3.1企业简介......................................................................................................10 3.1.1瓜子二手车简介..................................................................................10 3.1.2瓜子盐城严选实体店简介..................................................................11 MBA学位论文作者:刘忠围瓜子二手车盐城严选实体店营销策略研究 V 3.2瓜子盐城严选实体店营销现状..................................................................11 3.3消费者对瓜子盐城严选店的认知调查......................................................13 3.4瓜子盐城严选实体店营销问题...................................................................16 3.5瓜子盐城严选实体店营销问题的成因.......................................................17 3.5.1二手车信息不对称影响车源收购......................................................17 3.5.2统一定价导致店面缺乏价格优势..........................................