基于SWOT的汽车后市场策略分析

SWOT-based Strategic Analysis of Automobile After-sales Market

为提升汽车厂商、经销商及相关汽车服务企业关于汽车后市场产品服务的核心竞争力,以保千里汽车夜视安全系统为例,采用实地市场调研方法分析无锡市场对该类产品的需求特点,通过SWOT分析确定该产品的目标群体,从而根据不同的消费群体设计不同的价格策略,并采用O2O的方式设计产品促销方式,拓展产品的销售渠道。

In this paper the core competitiveness of auto manufacturers dealers and auto service enterprises a-bout automobile after - sales market is analyzed. The security system of Protruly automotive night vision is takenas an example to analyze the demanding features towards this type of products in Wuxi market with field researchmethod. SWOT is used to ascertain target groups of the product so that different pricing policies are designed ac-cording to different consumer groups and the corresponding promoting ways are planned with 020 to expand theproductg marketing channels.