五一停车公司营销策略研究 21世纪以来，伴随中国经济的高速增长，随着人们生活水平的提高，汽车 保有量快速增长，停车难，停车烦的问题越趋明显和突出。另外互联网技术经 过十多年的快速发展，信息技术越来越成熟。停车管理是聚焦民生的入口型市 场，属于风口上的行业。而采用“互联网+”模式来重新审视停车市场以及汽车 车主的停车需求，来发展“互联网+”智慧停车模式，就可以改变车主用户的停 车习惯，更有效的简化停车流程以及更高效的利用现有的停车资源。 五一停车科技（苏州）有限公司（简称51 停车）是一个专业从事互联网业 停车业务的创新型小公司。公司的互联网停车系统有多项专利，在人才资源， 技术创新上都具有一定的优势。但目前公司的营销策略还不是很完善，这大大 限制了公司的发展速度。通过对公司目前开展的营销现状的分析，发现公司的 营销主要营销问题在于：产品品种及类型比较单一；产品采用OEM定制，成本 高，议价能力差；分销渠道发展不够理想；品牌宣传度不够，缺少深入探讨和 研究，缺少相应对策。 本课题研究通过分析了公司面临的宏观环境：在政治法律环境方面国家大力 倡导“互联网+”的发展；社会文化环境方面人们消费习惯的改变，移动支付成 为了社会的主流。微观环境方面：停车市场信息化的落后以及人们对智能停车 的迫切需求；竞争企业目前营销策略的优缺点分析；企业内部流程及激励制度 的建设。再通过SWOT分析，发现公司的优势和机遇明显，适合进行业务的扩 张，公司比较适合选择SO战略，也就是利用企业内部技术优势及地区品牌优势， 抓住外部O2O发展机遇，增强企业的营销力度和广度，加强品牌建设，不断改 进产品，将公司做大。 II 在整体的战略方向清晰后，通过对停车行业产业链的分析，发现停车场运营 市场及汽车后服务市场是公司的目标市场，再依据4P理论，制定出营销组合策 略：通过硬件区分产品档次，加快产品推出速度；中低端产品采用竞争导向定 价法，跟随市场决定价格，以产品差异化的特性来取得其竞争优势；高端产品， 采用高价策略，向特定市场及用户推出，期望获得合理高额利润；低端产品采 用多元化定价方式，可以免费赠送客户，通过后期回收停车费及广告收入获取 成本及利润；开拓代理商，代理中低端产品；发展经销商，经销高端产品；构 建服务网络，完善和提高公司的服务水平；通过传统媒体或者网络媒体宣传公 司，扩大公司的知名度和品牌度；通过介绍停车场业主给奖励，车主用户注册 赠送停车券方式，加快互联网停车场数量和车主用户数量；定期举办线下活动， 加强公司的知名度。最后为了保障本文提出的营销策略组合能够顺利执行，从 公司的内部制度建设，专业营销人才的培养和技术及物力等方面提供了保障措 施。 关键词： 停车O2O，互联网+，停车业务，营销策略 III Abstract Research on Marketing Strategy for WuyaoTingche Company Although the improvements in standard of living in China were demonstrated by many perspectives since beginning of 21st century, there are many challenges brought by economic growth and development. One of the biggest challenges is the parking problem in urban area caused by rising car ownership rate. Fortunately, Parking problem can be solved creatively by taking advantage of mature Internet Technologies infrastructure in China. After more than a decade of rapid development of Internet technology, Parking management is an entry-oriented market that focuses on people's livelihood with greatest investment potential. The main idea of parking management with internet technology is to use the "Internet plus" model to re-examine the parking market and develop the "Internet plus" smart parking mode. The internet plus mode will change the parking behaviors of car owners, simplify the parking process and allocate parking resources in an efficient and reasonable way. 51 Parking Technology (Suzhou) Co., Ltd. (51 Parking) is an innovative startup company specializing in Internet parking industry. The company is very competitive by holding number of patents. 51 Parking also has certain advantages in human resources and innovative technologies sectors. However, the current marketing strategy is imperfect and need to be improved if the company is eager to increase its market share. This paper examines the current marketing status of the company and found that the main problems of the company's marketing strategy are: Product line is not diversified yet. The products are OEM customized, the cost is high, the bargaining power is poor; the development of distribution channels is not ideal; the brand promotion is not enough and not established. Lack of in-depth discussion and research and corresponding strategies of countermeasures. This research analysis both macro environment and micro environment faced by the company. From macro perspective, with the political and legal support, “Internet plus” mode is still in its fast lane and mobile payment will keep leading the transformation of Chinese payment habit from cash to mobile. From micro IV perspective, there are several points that will demonstrate the potential growth of the company, the backwardness of informationization in the parking market, the urgent need for intelligent parking, the analysis of the advantages and disadvantages of current marketing strategies of competitive enterprises and the construction of internal processes and incentive systems. This research also conducted SWOT analysis to found the internal advantages and external opportunities that are suitable for future business expansion. The company is more suitable to choose SO strategy, which is to use the internal technological advantages and regional brand advantages to seize the opportunities of external O2O development opportunities and enhance marketing strategies to promote brand more effectively. Finally, the company should diversified its product line to attract more potential consumers and gain more market share. After conducting the analysis of the value chain of the parking industry and clarifying the whole picture of the strategy, this research reach the conclusion that the parking lot operation market and the automotive after-service market are the company's target market. Then the company should develop a marketing mix strategy based on 4P theory. First of all, the company should distinguish product classes by hardware and accelerate the process of product launch. For middle-end products , the company should price them using competitive-oriented pricing method, which means pricing products according to market pricing mechanism. Meanwhile, the company will obtain the competitive advantage by taking product differentiation strategy. For high-end products, the company can adopt high-price strategy and launch high-end products to specific markets and users in order to obtain a reasonable high profit margin. For low-end products, the company should adopt multiple pricing methods, for instance, the products can be complimentary and the company can obtain revenue and profits through later recovery of parking fees and advertising revenues. The company can also develop agents for middle-end and low-end products. The Similarly, the company can also develop dealers to distribute high-end products; The company can also build services network to improve the company's service level and promote the company through traditional media or online media, expanding the company's popularity and brand. Finally, in order to ensure the implementation of the V marketing strategy proposed in this paper, safeguard measures is provided from several perspectives: the internal system construction of the company, the cultivation of professional marketing talents and technical and material resources. Keywords： Parking O2O, Internet +, parking business, marketing strategy VI 目 录 第1章 绪论 ........................................................................................... 1 1.1 研究背景与意义 ............................................................................ 1 1.2 研究方法与内容 ............................................................................ 2 1.3 理论基础与文献综述 .................................................................... 3 第2章 五一停车公司营销现状及问题 ............................................... 7 2.1 公司简介 ........................................................................................ 7 2.2 公司营销现状 ................................................................................ 8