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论文编号：	7116
作者编号：	2120122689
上传时间：	2014/12/16 20:53:40
中文题目：	车王二手车超市的零售管理研究
英文题目：	Research on Retailing Management of Car King Used Car Supermall
指导老师：	任 星 耀
中文关键字：	车王，二手车市场，STP，零售管理
英文关键字：	Car King, used car market, STP, Retailing Management
中文摘要：	近年来，随着我国经济的不断发展，人民的收入水平不断提高，我国汽车产业得到了长足的进步，汽车越来越多地走进了寻常的家庭。从2000年开始，汽车新车销售量的不断增长，私家车购买力旺盛，我国汽车保有量也迅速扩大。同时，二手车市场作为汽车市场的一部分也在蓬勃地发展。中国汽车工业协会的一项统计表明，截至2013年，我国现存的汽车数量是1.41亿辆，其中个人拥有车辆为8717万辆。因此，理论上现存的这1.41亿辆汽车一旦进入二手车交易市场都会成为潜在的交易车源。随着新车的销售量增长，二手车的交易规模也会变大。国外成熟的市场证明了繁荣的新车市场，应当建立在有序的二手车交易市场基础之上。因此，如果我国想大力发展汽车产业，高效率透明化的二手车辆交易机制是整个汽车市场运作的重要保障。 通过对二手汽车市场的调查，可以看到虽然二手车车源巨大，但二手车交易量却表现普通。这表明我国二手车交易环节中仍存在许多薄弱环节，限制了二手车市场的发展。及时发现并解决二手车交易中的问题，建立健康的二手车交易体系，增强二手车交易企业的核心竞争力，是应该着手解决的重要课题。 本文首先对相关STP理论和零售管理的相关知识进行了回顾，阐述了STP理论的功能以及零售管理中的商品管理和商店管理。其次对中国二手车交易的环境进行了分析，包括二手车市场现状，中国二手车市场的竞争分析以及二手车消费者购买行为，从而对市场的未来发展趋势进行预测，提出中国二手车交易市场的发展之路。 作为中国二手车市场的领导者，车王公司在中国二手车市场持续保持着高速的增长，且市场份额一直位居前列，车王在中国的成功，得益于其与众不同的STP战略和零售管理的有效实施。 在归纳总结理论研究和中国二手车交易现状的基础上，综合分析车王公司的STP和车王的零售管理，包括商品管理和商店管理以及对零售管理的保障因素，包括零售的标准化、连锁化和强大的信息化管理。最后总结了车王零售管理先进有效的管理方法，希望能对行业相关人员有所借鉴。
英文摘要：	With the rapid economic development and improvement of the people’s living, our automobile industry made progress strongly. More and more personal car enters people’s family. Since 2000 year, with new car’s sales up, people increase their car’s purchasing power, our personal car’s storage volume increase quickly. At the same time, used car market developed continuously as one of automobile market. Chinese Automobile Industry Association statistics information shows that Chinese car’s storage quantity is 0.141 billion until the end of 2013, the private car made up 87.17million. Therefore, these 0.141 billion cars are likely to become the used car in market theoretically. With new cars’ sales continuously, used car source will also become large, the used car market is an important part of automobile industry chain, New car market’s development prosperously must be set up on the basis of good used car circulation market by International automobile industry’s success experience. If need to develop automobile’s industry strongly, vehicle’s high efficiency mechanism is guarantee for whole car market’s operation smoothly. Through the investigation on the automobile market, we see although the used car’s source is huge, their trading volume is small. It shows still exists weakness in our transactions sector. limit used car market development normally. It is important to find and solve the existing problems in the circulation of used car timely, and establish the used car circulation system healthy, enhance the core competitiveness, we should focus the important issue immediately. At the beginning this paper reviews on STP’s theory and retailing management, include STP’s function and retailing’s product and shop’s management. Secondly, analysis used car’s trading environment, include the used car’s current market situation, competitor analysis and used car’s consumer’s purchase action, then predict trend of market development in the future and present used car trading market’s development road. As Chinese used car market’s leader, Car King Corporation grown in used car market continuously and achieve majority of the market share. Car King’s success in China, contribute to its outstanding STP strategy and effective retailing management. Based on summarizing the theoretical research and Chinese used car trading status, analysis of Car King Corporation in the retailing market successfully, mainly studies the Car King Corporation in STP strategy and retailing management and guarantee factor. Through the analysis of STP and retailing tactics, summed up the car retailing management and advanced management experience and effective, aims to draw lessons for related enterprise.
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