双碳背景下再制造零部件在汽车后市场中的推广策略研究

Research on promotion strategy of remanufactured parts in automobile aftermarket under dual carbon background

随着国家“双碳”战略的实施,汽车零部件再制造等绿色低碳循环产业将迎来发展契机。基于理论分析与市场调研相结合的研究方法,通过分析零部件再制造发展现状和存在的主要问题,运用波特五力模型对再制造市场环境、客户群体、竞争状况等进行剖析,从销售渠道、定价优化、产品拓展、市场促销、宣传引导几个方向提出再制造零部件在汽车后市场中的推广策略和建议,对再制造行业后市场业务拓展具有积极的指导意义和运用价值。

With the implementation of the national"dual carbon"strategy,green and low-carbon recycling industries such as auto parts remanufacture will usher in development opportunities.Based on the research method combining theoretical analysis and market research,by analyzing the development status and main problems of parts remanufacture,this paper analyzed the remanufacturing market environment,customer groups and competition with Porter's Five forces model.The promotion strategies and suggestions of remanufactured parts in the automotive aftermarket were put forward from the aspects of sales channels,pricing optimization,product expansion,market promotion,publicity and guidance.It could provide positive guiding significance and application value to the business development of remanufacture industry after market.