二手车市场分析及进入研究

分类号:F2710710-2012122104硕士学位论文二手车市场分析及进入研究白岚导师姓名职称韩亮副教授申请学位级别管理学硕士学科专业名称企业管理论文提交日期2014年12月1日论文答辩日期2014年12月18日学位授予单位长安大学StudyontheMarketofUsedCarMarketandtheEnteringResearchAThesisSubmittedfortheDegreeofMasterCandidate：BaiLanSupervisor：Prof.HanLiangChang’anUniversity,Xi’an,Chinai摘要随着我国汽车产业的快速发展，我国新车市场逐渐走向成熟，而二手车行业却存在较多问题。国外二手车市场已相对成熟，拥有完善的标准法规体系、多样的交易方式、合理的价格评估制度和质量认证制度、优质的售后服务和使用环境等。而我国二手车市场还处于初级阶段，二手车市场很不成熟，存在严重的信息不对称、服务过于简单、缺乏品牌化经营、机制不够完善、人才匮乏等弊端。消费者对二手车市场的不了解，经营者对传统模式的固守，都造成了二手车市场的低迷。国内二手车市场仍没有公众认可的较好措施去应对二手车市场存在的一系列的弊端。我国二手车市场中传统商业的不成熟现状令人堪忧，其他企业进入二手车市场就要系统的调查分析，找到进入二手车市场的进入点，同时使用恰当的进入模式。通过系统的分析，发现我国二手车行业虽然问题较多，但是正处于成长阶段，有着极其广阔的发展空间和无穷的发展潜力；运用一元线性规划预测模型，对二手车市场中的产品进行了未来五年市场需求进行预测，运用波特五力竞争模型分析了现有企业、潜在侵入者、替代品、买卖双方这五种竞争力量对行业的影响，得出我国二手车未来市场发展空间大的结论，虽然市场竞争激烈，但很多方面都存在极大的发展空间；分析用户的需求特点、购买过程中担忧因素、购买二手车的现有渠道和最受信任二手车经营主体，使企业在进入二手车市场时，能够精确把握消费者的购买特征和需求特点，一切以市场需求为导向，并针对现有存在的问题有所创新的进行解决；最后，综合以上的分析和结论，以奇瑞汽车股份有限公司为研究对象，提出其进入二手车市场的模式，并对该模式进行相关的分析研究。关键词：二手车市场，市场分析，市场预测，进入策略iiiAbstractWiththerapiddevelopmentofautoindustryinourcountry,thenewcarmarketbecomesmaturegraduallyandtheusedcarindustryhasmoreandmoreproblems.Foreignsecond-handcarmarkethasbeenrelativelymaturewithperfectstandardsandregulationssystem,avarietyofwaytotrade,thereasonablepriceevaluationsystemandqualitycertificationsystem,excellentafter-salesserviceandtheuseoftheenvironmentandsoon.TheusedcarmarketinChinaisstillintheinfancyandsecond-handcarmarketisnotverymaturewiththegeneralinformationasymmetry,thesimpleservice,thelackofbrandmanagement,imperfectmechanism,lackoftalentandsoon.Consumersdonotunderstandtheused-carmarketandoperatorssticktothetraditionalmodel.Thesehavecausedtheused-carmarketdownturn.Domesticsecond-handcarmarkethasstillnopublicrecognitiontomeasurebetterandtocopewithaseriesofmalpractices.TheimmaturestatusoftraditionalbusinessinusedcarmarketofChinaisacauseforunconcern.Whenotherfirmsentertheused-carmarket,theymustbeonthemarketsystemandbeindepthinvestigationandanalysistofindthepointofused-carmarketentry.ThispaperusesthefieldsurveyandliteratureresearchmethodandanalysestheusedcarindustrypresentdevelopmentsituationofhomeandabroadandChina'scarindustrydevelopmentcharacteristicsanddrivingfactors.Althoughtheusedcarindustryinourcountryhasmoreproblems,theybelongtothegrowingprimarylevelandhaveaverybroadspacefordevelopment.Weusethemonadiclinearprogrammingmodelintheused-carmarketproductsforthemarketdemandtoforecastthedevelopmentofthenextfiveyears.Weuseporterfivecompetitivemodeltoanalyzetheindustryexistingenterprises,potentialentrants,substitutes,suppliersandbuyersfortheinfluenceoftheindustry,itcomestotheconclusionthatthedevelopmentspaceofourusedcarsinthefuturemarketislarge.Althoughthemarketcompetitionisintense,producttechnologyandinnovationhasgreatdevelopmentspace.Withanalysisofusers’demandcharacteristics,concerningfactors,theexistingchannelsofbuyingausedcarandthemosttrustedusedcardealers,itmakestheenterpriseintheused-carmarketgraspthecharacteristicsandrequirementsofthebuyeraccurately.Themarketdemandistheguidanceofallandweneedtosolvetheexistingproblemswiththemethodoftheinnovation.ivFinally,itmakescheryautomobileastheresearchobject.Itputsforwardenterthemodelofenteringused-carmarketandtheanalysisofthemodelforrelatedresearch.Keywords:second-handcarmarket,marketanalysis,marketforecast,entrystrategyv目录第一章绪论............................................................................................................................11.1选题背景.......................................................................................................................11.2二手车市场相关方面的理论、研究及综述...............................................................21.3研究目的与意义...........................................................................................................31.3.1研究目的.............................................................................................................31.3.2研究意义.............................................................................................................41.4主要研究内容和研究方法...........................................................................................41.5本章小结.......................................................................................................................6第二章二手车行业现状分析................................................................................................72.1.国外二手车车行业的发展现状...................................................................................72.2国内二手车市场的发展历程及现状...........................................................................82.2.1国内二手汽车市场发展历程.............................................................................82.2.2国内二手车市场发展特点.................................................................................92.2.3我国二手车行业驱动因素.................................................................................92.3本章小结.....................................................................................................................10第三章二手车产品市场需求分析.....................................