基于“互联网+”的二手车电商营销模式研究与优化

Research and Optimization of Second-hand Car E-commerce Marketing Model Based on "Internet +"

伴随着二手车电商行业不断调整和洗牌,当前处于模式拓展及趋同阶段。各二手车电商平台都在尝试寻找符合自身发展的模式。文章以我国二手车市场发展为出发点,通过研究二手车电商的发展现状、营销竞争环境,消费者需求、二手车需求、物流运输和跨区域流通情况,分析现有各营销模式存在问题。通过借鉴国外成熟市场经验,提出切实可行的优化建议,为我国二手车电商行业后续发展提供参考。

With the constant adjustment and reshuffle of the industry,the second-hand car e-commerce industry is now in the mode expansion and convergence stage.Each second-hand car e-commerce platform is trying to find a model that fits its own development.This paper takes the development of second-hand car market in China as the starting point,through studying the development status of second-hand car e-commerce,marketing competition environment,consumer demand,secondhand car demand,logistics and transportation and cross-regional circulation,analyzes the existing problems of various marketing models.By referring to the experience of mature foreign markets,feasible optimization Suggestions are put forward to provide reference for the follow-up development of China's second-hand car e-commerce industry.