【正文】 期，參與網(wǎng)上購物的人群正在逐年增加，結(jié)合現(xiàn)代物流業(yè)、網(wǎng)上支付的發(fā)展，電子商務(wù)也表現(xiàn)出非常光明的前景。其次，通過 SWOT 分析和五力模型分析進一步了解內(nèi)外部環(huán)境，為下一步營銷策略的制訂提供參考。最后，制訂營銷組合方案并付諸實施。 關(guān)鍵詞 汽車用品；電子商務(wù)； C2C 營銷策劃 II The C2C online store marketing planning programs of Hexiang automotive supplies Abstract： It has been nearly a decade since the car entered into Chinese families quickly as a consumer. China39。s automotive supplies industry and prospects. Automotive supplies marketing characteristics are summarized and analyzed, too. At the same time, we investigate the advantages of emerce development in China. Second, we try to get further understanding of the internal and external environment in order to provide a reference in the formulation of marketing strategy for the next step through SWOT analysis and five forces model analysis. Besides, we use market segmentation to determine the target market and market positioning and develop the initial business plan of the store. Finally, we develop the 4P marketing mix programs and implement them. So, we plete the prebusiness and marketing planning of the entire shop. Keywords: automotive supplies； C2C ebusiness； marketing planning 華北水利水電學(xué)院畢業(yè)論文 第 3 頁 共 40 頁 目 錄 摘要 ........................................................................ I Abstract ................................................................... II 前言 ........................................................................ 1 1 汽車用品市場分析 .................................................... 2 汽車用品市場發(fā)展現(xiàn)狀分析 ............................................. 2 發(fā)展迅速，但尚處于初級階段 ....................................... 2 發(fā)展不規(guī)范，相關(guān)法律和行業(yè)標(biāo)準(zhǔn)不健全 ............................. 2 汽車用品市場營銷特點分析 ............................................. 2 附屬銷售，與汽車的銷售量息息相關(guān) ................................. 3 信息不對稱，消費者處于弱勢地位 ................................... 3 汽車用品發(fā)展趨勢分析 ................................................. 3 整車利潤降低，汽車用品行業(yè)成為利潤點 ............................. 3 發(fā)展更加規(guī)范化 ................................................... 3 2 電子商務(wù)運營模式分析 ................................................ 4 我國電子商務(wù)發(fā)展現(xiàn)狀和主要問題 ....................................... 4 電子商務(wù)發(fā)展環(huán)境不斷完善 ......................................... 4 電子商務(wù)應(yīng)用日益深化 ............................................. 4 電子商務(wù)服務(wù)業(yè)發(fā)展迅猛 ........................................... 4 我國電子商務(wù)發(fā)展中存在的主要問題 ................................. 4 C2C 發(fā)展模式優(yōu)點分析 .................................................. 5 投資少，回收快 ................................................... 5 基本不需要占壓資金 ............................................... 5 24 小時營業(yè)時間 ................................................... 6 銷售規(guī)模不受地盤限制 ............................................. 6 3 SWOT 分析 .......................................................... 7 內(nèi)部 優(yōu)勢分析 ......................................................... 7 鄭州的區(qū)位優(yōu)勢 ................................................... 7 人員優(yōu)勢 ......................................................... 7 內(nèi)部劣勢分析 ......................................................... 7 戰(zhàn)略方向不明 ..................................................... 7 資金拮據(jù) ......................................................... 8 外部機會分析 ......................................................... 8 政府對電子商務(wù)發(fā)展戰(zhàn)略支持 ....................................... 8 中原經(jīng)濟區(qū)建設(shè) ................................................... 8 政府對大學(xué)生創(chuàng)業(yè)的支持 ........................................... 9 多樣化的市場需求 ................................................. 9 外部威脅分析 ........................................................ 10 不 利的發(fā)展環(huán)境 .................................................. 10 競爭壓力大 ...................................................... 10 SWOT 矩陣 ............................................................ 10 4 汽車用品行業(yè)五力模型分析 ........................................... 12 同行業(yè)競爭者 ........................................................ 12 汽車 4S 店 ....................................................... 12 華北水利水電學(xué)院畢業(yè)論文 第 4 頁 共 40 頁 專業(yè)的汽車裝潢店 ................................................ 13 各地汽車用品市場 ................................................ 13 潛在新參加競爭者 .................................................... 13 供應(yīng)商 .............................................................. 14 替代產(chǎn)品 ............................................................ 14 顧客 ................................................................ 14 市場競爭策略選擇 .................................................... 14 5 STP 策略 .......................................................... 15 市場細分 ............................................................ 15 目標(biāo)市場選擇 ........................................................ 16 目標(biāo)市場分析 ........................................................ 17 消費者心理與購買決策分析 ............................................ 17 求廉心理 ........................................................ 17 求新心理 ........................................................ 17 仿效心理 ........................................................ 17 市場定位 ............................................................ 18 6 網(wǎng)店策劃 .......................................................... 18 店名店標(biāo)及其含義 .................................................... 18 店鋪文化與經(jīng)營理念 .................................................. 19 店鋪風(fēng)格設(shè)計 ........................................................ 19 7 4P 策略 ........................................................... 19 產(chǎn)品策略 ............................................................ 19 產(chǎn)品種類的選擇 .................................................. 19 產(chǎn)品整體概念 .............................