二手车市场分析及进入研究
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Key words: second-hand car market, market analysis, market forecast, entry strategy
iv
目录
第一章 绪论 ............................................................................................................................ 1 1.1 选题背景 .......................................................................................................................1 1.2 二手车市场相关方面的理论、研究及综述 ...............................................................2 1.3 研究目的与意义 ...........................................................................................................3 1.3.1 研究目的 .............................................................................................................3 1.3.2 研究意义 .............................................................................................................4 1.4 主要研究内容和研究方法 ...........................................................................................4 1.5 本章小结 .......................................................................................................................6
A Thesis Submitted for the Degree of Master
Candidate：Bai Lan Supervisor：Prof. Han Liang
Chang’an University, Xi’an, China
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。
关键词：二手车市场，市场分析，市场预测，进入策略
i
Abstract
With the rapid development of auto industry in our country, the new car market becomes mature gradually and the used car industry has more and more problems. Foreign second-hand car market has been relatively mature with perfect standards and regulations system, a variety of way to trade, the reasonable price evaluation system and quality certification system, excellent after-sales service and the use of the environment and so on. The used car market in China is still in the infancy and second-hand car market is not very mature with the general information asymmetry, the simple service, the lack of brand management, imperfect mechanism, lack of talent and so on. Consumers do not understand the used-car market and operators stick to the traditional model. These have caused the used-car market downturn. Domestic second-hand car market has still no public recognition to measure better and to cope with a series of malpractices. The immature status of traditional business in used car market of China is a cause for unconcern. When other firms enter the used-car market, they must be on the market system and be in depth investigation and analysis to find the point of used-car market entry.
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。
This paper uses the field survey and literature research method and analyses the used car industry present development situation of home and abroad and China's car industry development characteristics and driving factors. Although the used car industry in our country has more problems, they belong to the growing primary level and have a very broad space for development. We use the monadic linear programming model in the used-car market products for the market demand to forecast the development of the next five years. We use porter five competitive model to analyze the industry existing enterprises, potential entrants, substitutes, suppliers and buyers for the influence of the industry, it comes to the conclusion that the development space of our used cars in the future market is large. Although the market competition is intense, product technology and innovation has great development space. With analysis of users’ demand characteristics, concerning factors, the existing channels of buying a used car and the most trusted used car dealers, it makes the enterprise in the used-car market grasp the characteristics and requirements of the buyer accurately. The market demand is the guidance of all and we need to solve the existing problems with the method of the innovation.
分类号: F27 10710-2012122104
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
Study on the Market of Used Car Market and the Entering Research
iii
Finally, it makes chery automobile as the research object. It puts forward enter the model of entering used-car market and the analysis of the model for related research.
第二章 二手车行业现状分析 ................................................................................................ 7 2.1.国外二手车车行业的发展现状 ................................................................................... 7 2.2 国内二手车市场的发展历程及现状 ...........................................................................8 2.2.1 国内二手汽车ห้องสมุดไป่ตู้场发展历程 .............................................................................8 2.2.2 国内二手车市场发展特点 .................................................................................9 2.2.3 我国二手车行业驱动因素 .................................................................................9 2.3 本章小结 .....................................................................................................................10
iv
目录
第一章 绪论 ............................................................................................................................ 1 1.1 选题背景 .......................................................................................................................1 1.2 二手车市场相关方面的理论、研究及综述 ...............................................................2 1.3 研究目的与意义 ...........................................................................................................3 1.3.1 研究目的 .............................................................................................................3 1.3.2 研究意义 .............................................................................................................4 1.4 主要研究内容和研究方法 ...........................................................................................4 1.5 本章小结 .......................................................................................................................6
A Thesis Submitted for the Degree of Master
Candidate：Bai Lan Supervisor：Prof. Han Liang
Chang’an University, Xi’an, China
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。
关键词：二手车市场，市场分析，市场预测，进入策略
i
Abstract
With the rapid development of auto industry in our country, the new car market becomes mature gradually and the used car industry has more and more problems. Foreign second-hand car market has been relatively mature with perfect standards and regulations system, a variety of way to trade, the reasonable price evaluation system and quality certification system, excellent after-sales service and the use of the environment and so on. The used car market in China is still in the infancy and second-hand car market is not very mature with the general information asymmetry, the simple service, the lack of brand management, imperfect mechanism, lack of talent and so on. Consumers do not understand the used-car market and operators stick to the traditional model. These have caused the used-car market downturn. Domestic second-hand car market has still no public recognition to measure better and to cope with a series of malpractices. The immature status of traditional business in used car market of China is a cause for unconcern. When other firms enter the used-car market, they must be on the market system and be in depth investigation and analysis to find the point of used-car market entry.
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。
This paper uses the field survey and literature research method and analyses the used car industry present development situation of home and abroad and China's car industry development characteristics and driving factors. Although the used car industry in our country has more problems, they belong to the growing primary level and have a very broad space for development. We use the monadic linear programming model in the used-car market products for the market demand to forecast the development of the next five years. We use porter five competitive model to analyze the industry existing enterprises, potential entrants, substitutes, suppliers and buyers for the influence of the industry, it comes to the conclusion that the development space of our used cars in the future market is large. Although the market competition is intense, product technology and innovation has great development space. With analysis of users’ demand characteristics, concerning factors, the existing channels of buying a used car and the most trusted used car dealers, it makes the enterprise in the used-car market grasp the characteristics and requirements of the buyer accurately. The market demand is the guidance of all and we need to solve the existing problems with the method of the innovation.
分类号: F27 10710-2012122104
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
Study on the Market of Used Car Market and the Entering Research
iii
Finally, it makes chery automobile as the research object. It puts forward enter the model of entering used-car market and the analysis of the model for related research.
第二章 二手车行业现状分析 ................................................................................................ 7 2.1.国外二手车车行业的发展现状 ................................................................................... 7 2.2 国内二手车市场的发展历程及现状 ...........................................................................8 2.2.1 国内二手汽车ห้องสมุดไป่ตู้场发展历程 .............................................................................8 2.2.2 国内二手车市场发展特点 .................................................................................9 2.2.3 我国二手车行业驱动因素 .................................................................................9 2.3 本章小结 .....................................................................................................................10