發(fā)布時(shí)間：2018-01-11 04:10

  本文關(guān)鍵詞：奔馳星睿二手車營(yíng)銷策略研究　出處：《北方工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 奔馳星睿 二手車 營(yíng)銷策略 大數(shù)據(jù)

【摘要】：梅賽德斯奔馳(中國(guó))汽車銷售公司有限公司在2009年11月11日,針對(duì)中國(guó)市場(chǎng)量身定制的二手車業(yè)務(wù)品牌星睿啟動(dòng),它的誕生意味著正式拉開了梅德賽斯-奔馳進(jìn)軍中國(guó)二手車市場(chǎng)的序幕。但是,由于中國(guó)二手市場(chǎng)仍不健全,國(guó)家對(duì)二手車交易行為缺乏監(jiān)管,商家利用信息不對(duì)稱盲目追求利潤(rùn)導(dǎo)致消費(fèi)者對(duì)二手車的抵觸情緒是奔馳星睿面臨的重大挑戰(zhàn)。 本文通過(guò)對(duì)二手車市場(chǎng)現(xiàn)狀以及奔馳星�，F(xiàn)行營(yíng)銷策略進(jìn)行分析,發(fā)現(xiàn)二手車整體市場(chǎng)交易價(jià)格的不透明、奔馳星睿二手車產(chǎn)品存在同質(zhì)化、車源少無(wú)法滿足消費(fèi)者車型選擇需求且營(yíng)銷渠道單一等問題。為了尋找適合奔馳星睿的營(yíng)銷策略,本文通過(guò)對(duì)中國(guó)二手車市場(chǎng)現(xiàn)狀、品牌認(rèn)證二手車營(yíng)銷策略實(shí)踐成果的研究,結(jié)合奔市場(chǎng)消費(fèi)特征以及奔馳星睿認(rèn)知評(píng)價(jià)調(diào)研,運(yùn)用定性定量分析法進(jìn)行分析總結(jié),認(rèn)為透明的交易環(huán)節(jié)以及有保障的售后服務(wù)是目前消費(fèi)者在購(gòu)乃二手車市最關(guān)注的要素, 據(jù)此,提出對(duì)公司市場(chǎng)定位和營(yíng)銷策略的調(diào)整建議。通過(guò)本文的研究,一方面對(duì)奔馳星�，F(xiàn)行營(yíng)銷策略進(jìn)行調(diào)整,采用差異化產(chǎn)品策略,利用金融產(chǎn)品的銷售輔助作用,突出產(chǎn)品差異的同時(shí)降低消費(fèi)者對(duì)銷售價(jià)格的敏感度；堅(jiān)持依托4S店的渠道策略同時(shí)引入電商平臺(tái)降低雙方搜索成本提升廣宣效果；通過(guò)透明的定價(jià)策略營(yíng)造透明的交易環(huán)節(jié)提升消費(fèi)者二手車的信任度；完善品牌定位,提升消費(fèi)者對(duì)奔馳星睿二手車的認(rèn)知評(píng)價(jià),增強(qiáng)企業(yè)競(jìng)爭(zhēng)力從而為提升企業(yè)產(chǎn)品市場(chǎng)滲透率提供幫助。另一方面,我國(guó)二手車市場(chǎng)仍然處在發(fā)展的初級(jí)階段,缺乏國(guó)家政策引導(dǎo)以及成熟的二手車模式,通過(guò)本文的研究,希望對(duì)品牌認(rèn)證二手車這一模式的發(fā)展研究提供參考,為中國(guó)二手車市場(chǎng)走向成熟貢獻(xiàn)一份力量。
[Abstract]:Mercedes-Benz (China) Automotive sales Co., Ltd. launched in November 11th 2009, tailor-made second-hand car business brand Starry for the Chinese market. Its birth means that Medessez-Benz has officially opened the door to enter the Chinese used car market. However, because China's second-hand market is still not sound, the state has no regulation on second-hand car trading. Blind pursuit of profits by merchants using information asymmetry leads to consumers' resistance to second-hand cars, which is a major challenge facing Mercedes-Benz Starmonitor. Through the analysis of the current situation of second-hand car market and the current marketing strategy of Mercedes-Benz Star Rui, it is found that the transaction price of second-hand car market is not transparent, and the second-hand car product of Mercedes-Benz Star Rui has the same quality. In order to find a suitable marketing strategy for Mercedes-Benz Star Rui, this paper analyzes the current situation of second-hand car market in China. Brand certification second-hand car marketing strategy practice research combined with the market consumption characteristics and Mercedes-Benz star Rui cognitive evaluation research using qualitative and quantitative analysis and summary. He thinks that transparent trading links and guaranteed after-sales service are the most important factors that consumers are most concerned about in the second-hand car market at present. Through the research of this paper, on the one hand, the current marketing strategy of Mercedes-Benz Star Rui is adjusted, and the differentiated product strategy is adopted. Use the financial product sales assistant function, highlight the product difference at the same time reduce the consumer's sensitivity to the sale price; Adhere to the channel strategy of relying on 4S store while introducing e-commerce platform to reduce the search costs of both sides to improve the effectiveness of publicity; Through transparent pricing strategy to create transparent trading links to enhance consumer second-hand car trust; Improve brand positioning, enhance consumers' cognitive evaluation of Mercedes-Benz star Rui second-hand car, enhance the competitiveness of enterprises so as to improve the market penetration of enterprise products. On the other hand. China's second-hand car market is still in the primary stage of development, lack of national policy guidance and mature second-hand car model, through the study of this article, I hope to provide a reference for the development of the model of brand certification second-hand car. For China's second-hand car market mature contribution to a force.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.471;F274

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