浅析电商模式下国内外二手车市场营销模式_英语论文      

A Brief Study on the Marketing Mode of  Overseas and Domestic Market of Second-hand Vehicle in the Context of E-commerce

摘要

随着互联网的深入发展以及经济全球化浪潮的到来，汽车制造业已经成为国家发展的一个重要标志。而国内外二手车市场也在蓬勃发展，正处于发展的上升期，尤其是在一些发达国家如美国日本等，已经取得了巨大的成就。与此同时，我国一直在倡导“互联网+”，通过借助网络电商，以此推动传统产业的变革与升级。因此研究电商模式下国外与国内二手车市场的发展不仅能够满足人们对该行业的需求，而且能够推动新型产业变革，实现多样化盈利。

本文首先纵向研究现今国内二手车的发展历史，并着重探讨电子商务平台下二手车市场的优势与劣势以及现行政策对二手车市场的发展的影响。然后再横向对比国内外二手车市场在电商环境下从销售理念到售前、售中和售后这四方面讨论并分析这两个市场的差异。最后本文也将着重研究国内外二手车市场的主要营销模式，凭此可通过研究找出支持二手车网络营销发展成熟的重要促进因素。同时，将举例研究国内外的一些二手车电商平台，通过对这些平台的深入理解，可以找到二手车电商未来最好的发展之路。在进一步揭示如何从国外成熟市场发展获取经验并把握国内电商二手车发展的正确方向的基础上，以期给电商二手车带来更广阔的市场。

关键词：互联网  电商  二手车  营销模式 

Abstract

With the substantial development of the internet and the arrival of the world economic globalization, the auto industry has become an important sign of economic development index of a country. And the ever increasing second-hand auto market is booming and has made an extraordinary achievement, especially in some developed countries including the USA, Japan. At the same time, “Internet +” is mentioned more frequently by the government and the officials intend to promote the transformation and upgrading of traditional industries with the assistance of the internet and e-commerce. Therefore, it can not only meet the needs of the industry, but also promote the transformation and upgrading of the new-style industry and realize the diversified modes of profit making.

This thesis first studies the development history of China’s second-hand vehicles and it mainly focuses on the advantages and disadvantages of the market under the context of the e-commerce and the influences about the current national policy. Furthermore, compared with the international market, the differences of four aspects from the consumer mentality to pre-sale, sale and after-sale services are discussed and analyzed. Finally, it further explores the various marketing modes. By carrying out the relevant researches, the main factors which support the network marketing of the second-hand vehicle market are found. At the same time, taking some second-hand vehicle e-commerce platforms as examples, this thesis puts forward a more effective approach for the platforms in the domestic market to develop through the deep understandings of the platforms by the companies. It can be expected that with the experiences from the international market and grasping the right direction, the second-hand vehicle market in China will have a bright prospect. 

Key words: Internet  e-commerce  second-hand vehicle  marketing modes

Contents

Chinese Abstract 1

English Abstract 2

Chapter 1 Introduction 3

Chapter 2 The development of used car market in China 5

2.1 The development history 5

2.1.1 The offline development 5

2.1.2 The online development 5

2.2 The advantages 5

2.3 The disadvantages 6

2.4 Influences from the national policy 8

2.4.1 Definition of the moving-limited policy 8

2.4.2 Influence of the policy 8

Chapter 3 Comparison between the domestic and overseas market 10

3.1 The consumer mentality 10

3.1.1 The consumer mentality in China 10

3.1.2 The consumer mentality in overseas market 11

3.2 Pre-sale- evaluating system of the market 11

3.2.1 The evaluating system in China 11

3.2.2 The evaluating system in developed countries 11

3.2.3 Summary 12

3.3 In Sales- the experience of sales 13

3.4 After-sale- the after-sale service system 13

3.4.1 The after-sale service in China 13

3.4.2 The after-sale service in developed countries 14

Chapter 4 The main marketing modes 15

4.1 The B2B mode 15

4.1.1 The representing enterprises 15

4.2 The B2C mode and the C2B mode 16

4.2.1 The representing enterprises 16

4.3 The C2C mode 17

4.3.1 The representing enterprises 17

4.4 Summary 18

Chapter 5 Conclusion and suggestions 19

5.1 Conclusions 19

5.2 Suggestions 19

Acknowledgments 21

References 22