联系我们

论文查询结果	返回搜索

论文编号：	11223
作者编号：	2220160631
上传时间：	2019/12/9 16:05:15
中文题目：	一号车市汽车新零售业务战略研究
英文题目：	Research on the strategy of new retail business of car in CARmart NO.1
指导老师：	车建国
中文关键字：	新零售;综合服务运营商;互联网时代;产业生态圈;营销网络
英文关键字：	New retail;Integrated service operator;Internet;Industrial ecosphere; Marketing network
中文摘要：	通过分析一号车市公司的发展战略和实际运营状况，在??升国内汽车流通 “新零售”交易模式专业化服务水准的同时，既有利于全场景销售模式的持续升级， 又有利于汽车“新零售”模式下产业生态圈中的其它组织??供良好的实验范本。 本文首先阐述平台企业发展模式及其战略选择相关的研究成果，结合现有 研究理论成果的基础上，结合一号车市公司实际经营状况，基于企业战略相关 理论通过对本企业运用战略分析工具 PEST、SWOT 和波特的五力模型，分析了 一号面临的内外部环境和相关利益者的博弈关系。总结得出一号车市制定的企 业发展战略及基于战略采取的战略措施、营销渠道布局方面存在的不足和突出 问题后，本文??出了公司在汽车“新零售”发展战略的优化思路及其营销渠道改进 策略。 本文通过综合全面的研究得出以下结论:首先，一号车市新零售发展战略 的优势大于劣势，总体机会大于威胁，一号车市对互联网时代背景下汽车产业 和“新零售”模式融合在前瞻性战略眼光和技术支撑上具备良好的发展机遇，团队 核心成员的互联网人才背景是一号车市在短短两年内发展到目前阶段最核心优 势，其基于战略选择和新零售模式积极开拓辐射营销网络。其次，一号车市新 零售模式基于战略选择在营销渠道网络布局方面存在的问题在于对各区域营销 渠道目标不明确，情景化设计投入不足，精确度不够，网络拓展范围较广，但 存在均衡用力分散化发力，品牌影响力在区域汽车行业内品牌影响力不足，宣 传投入稍显不足，对上下游接口的经营管理环节比较薄弱。再次，论文结合一 号车市企业新零售模式未来发展方向，在汽车金融业务、物流方面明确了目标 与结构，巩固现有营销网络内一号车市的品牌影响力，加强渠道渗透深度，完 善一号车市平台上下游全营销网络接口的管理机制 ，完善消费者体验式消费全 情境打造工程，多举措加强现有营销网络维护等几个方面??出了一号车市新零 售战略的优化升级策略，为企业未来的发展方向进一步明确了发展思路和分阶 段的重点工作。
英文摘要：	By analyzing the development strategy and actual operation status of Carmart No.1, at the same time, improving professional service level of the “new retail” model of automobile industry，it is not only beneficial to the continuous upgrading of the all-scene sales model but also providing good experimental models to other organizations in the industrial ecosystem. This thesis theoretically enriches the concept system of“new retail”for automobile platform enterprises. In terms of practical application, Carmart No. 1 has pointed out current obstacles in marketing channels, which affect regional expansion based on its existing operational data. In order to improve the proportion of second-hand car sales, changing the current situation of capital stress caused by the mode of real estate occupation of the platform enterprises, from which has brought good offline experience for consumers plays an important role for improving the profitability of current Carmart No. 1 as well as increasing its marketshare and sales record. This study has theoretical value and practical significance. Firstly, this thesis explains the research results related to the platform enterprise development model and its strategic choices, combining with existing research theory and actual operation status of Carmart No. 1. Based on the relevant theory of enterprise strategy, I adopted the strategic analyzing tools:PEST, SWOT and Michael Porter's Five Forces Model and analyzed the interest relation between internal, external environment and related stakeholders. After summarizing the enterprise development strategy created by Carmart No. 1 together with strategic and marketing measures, shortcomings and prominent problems in the layout of marketing channels have been listed in the thesis. Also, I have illustrated the optimization ideas of new retail development strategy and its marketing channel improvement proposals. According to the research contents above, this thesis draws the following conclusions: Firstly, the advantage of new retail development strategy of Carmart No. 1 outweighs the disadvantage;the overall opportunity outweighs the threat. Under the Internet era, with the integration of automobile industry and "new retail" mode, II Abstract Carmart No. 1 has developed opportunities in strategic vision with technology support. The core members’Internet industry background is the most competitive part of the enterprise, which has led Carmart No. 1 to achieve its current market position in two years. Thus, Carmart No. 1 is actively developing the radiation marketing network under the new retail mode. Secondly, the new retail model of Carmart No. 1 based on strategic choices has a problem in the marketing channel network layout, which is not clear. Scenario design investment is insufficient, as the network expansion is extremely wide. The Carmart No. 1 balanced to efforts to different parts, accuracy is inadequately. Besides, publicity investment is slightly insufficient so that the brand influence in certain region and the operation and management between upstream and downstream are relatively weak. Thirdly, the thesis combines the future development direction of the new retail mode of the Carmart No.1 to propose the optimization strategy of the new retail strategy of the Carmart No.1 , via measures such as clearing the target and structure in the auto finance business and logistics, consolidating the brand influence of the Carmart No.1 in the existing marketing network, strengthening the penetration of the channel, improving the management mechanism of the full-market network interface of the upstream and downstream of the enterprise, improving the consumer experience based consumption situation-building project, strengthening the existing marketing network maintenance with multiple initiatives.,as the result, contributing to the company ‘ s future development direction and key tasks at different stages.
查看全文：	预览  下载(下载需要进行登录)