搜索
本科毕业论文我国二手车网络营销研究钟柏昌201030780128指导教师彭思喜讲师学院名称经济管理学院专业名称电子商务论文提交日期2014年4月30日论文答辩日期2014年5月10日Ⅰ摘要随着电子商务的高速发展，各行各业都开始发展网络营销。同时，国民经济快速增长和汽车保有量的迅速提升的今天，我国二手车市场也在以飞快的速度发展，传统的二手车营销模式也被打破，为了寻求新的突破口，二手车市场营销逐渐扩展到网络这个平台上。时至今日，二手车网络营销虽仍处于起步阶段，但不得不说的是，二手车在网络上的数据资料越来越多，专业的二手车评估系统也初步呈现在这个互动平台上，这足以证明在未来的几年，二手车网络营销在我国今后的二手车市场中会有一个良好的发展趋势。同时，二手车产业也由传统的重资本模式转变为网络营销轻资本模式，通过收集详实的二手车数据建立数据库，构建成熟的信息发布平台，专业完善的评估系统，车辆拍卖平台，完整的售后服务体系等将成为二手车网络营销的关键所在。关键词：二手车网络营销评估系统IIUsedCarsOnlineMarketingofChinaZhongBaichang（CollegeofEconomicsandManagement,SouthChinaAgriculturalUniversity,Guangzhou,510642,China）Abstract：Withtheelectroniccommercedevelopingrapidly,businessesarebeginningtodeveloponlinemarketing.Meanwhile,therapidgrowthofthenationaleconomyandtherapidincreasesincarownership,usedcarmarketisdevelopingatarapidpace,Inordertoseekanewbreakthrough,usedcarmarketgraduallyexpandedtonetworkmarketingplatform.Today,usedcarsonlinemarketing,thoughstillinitsinfancy.Buthavetosaythat,usedcardataonthenetworkhasbeenmoreandmore,Professionalusedcarevaluationsystemalsobeguntoemergeinthisinteractiveplatform.Sufficeittosayinthecomingyears,therewillbeausedcarnetworkmarketinggooddevelopmenttrendinChinainthefutureusedcarmarket.Meanwhile,theusedcarindustryhasalsochangedfromthetraditionalmodelofnetworkmarketingheavycapitallightmodel,establishadatabasebycollectingdetaileddatausedcars,informationpublishingplatformtobuildamature,professionalsoundevaluationsystem,vehicleauctionplatform,completeservicesystemwillbecomethekeyofusedcarsnetworkmarketing.Keywords：UsedcarsNetworkMarketingEvaluationSystemIII目录1前言....................................................................12当今我国汽车数量状况..........................................................................................................12.1我国汽车保有量的逐年增长...............................................................................................12.2目前我国二手车年交易量增长情况...................................................................................12.3二手车市场发展得到国家政策支持...................................................................................23我国二手车市场存在的问题..................................................................................................23.1二手车车行规模难以扩大...................................................................................................23.2与二手车交易相关政府部门功能单一...............................................................................23.3评估体系尚未健全...............................................................................................................33.4二手车市场上的信息不对称...............................................................................................33.5跨区域交易难以实现...........................................................................................................34二手车网络营销的优势——如何实现由“重”到“轻”..................................................34.1方便消费者查询车况...........................................................................................................34.2拓宽推广途径，促进行业发展...........................................................................................44.3资产转变为服务...................................................................................................................44.4报告取代现车.......................................................................................................................54.4.1规范统一行业标准............................................................................................................54.4.2建立权威的第三方评估机构............................................................................................54.4.3逐步实现看报告不看现车................................................................................................65信息时代下二手车数据库的建立..........................................................................................65.1数据采集...............................................................................................................................65.1.1与4s店合作建立..............................................................................................................65.1.2民间车商............................................................................................................................65.1.3个体二手车卖家................................................................................................................65.2数据真伪辨别.......................................................................................................................76推进建设二手汽车查询系统..................................................................................................77构建二手车信息发布平台，达到平台聚合作用..................................................................78基于电子商务的我国二手车“网络拍卖”新模式..............................................................8IV8.1网络拍卖的定义...................................................................................................................88.2网络拍卖与传统拍卖的区别...............................................................................................88.2.1拍卖的范围不同............................................................