毕业论文—浅析中国汽车市场o2o模式设计.doc

河北科技学院 本科生毕业论文(设计) 题目：浅析中国汽车市场O2O模式 摘 要 O2O即Online To Offline(在线离线/线上线下)，是指将线下的商务机会与互联网结合，让互联网成为线下交易的前台，这个概念最早来源于美国。O2O的概念非常广泛，既可涉及到线上，又可涉及到线下，可以统称为O2O。现如今，整车流通领域的O2O主要有5种类型：积累了十余年行业经验的汽车垂直网站、大型汽车经销商集团自建平台、跨界合作平台，这5种类型的汽车O2O运营各有千秋。 大家消费习性的改变是运营O2O的重要因素： 购车已经不再具有明显的周期性。而且，购车也不再成为解决用车需求的唯一途径，这就在一定程度上降低了消费者在特定时间段内的购车冲动。这个改变促生了互联网思维下的汽车租凭O2O平台，影响了4S店的销售业务。 中国私家车保有量已经突破9000万辆，国家有关部连续出台相关政策打破维修市场的厂商垄断行为。具备一定品牌知名度的连锁维修企业看准这一巨大商机，促生了诸如APP预约、上门保养。免等快修等一系列“贴人心，接地气”的汽车维修O2O平台，影响了4S店的维修业务。 在汽车延保。打车、二手车置换、驾驶培训、P2P等服务领域，抢占终端客户的大数据、大流量，早已引得创业者和风投者们蜂拥而至。因为大家逐步发现原来只有汽车后市场才是一个“前人栽树，后人乘凉”的好行当，促生了一批汽车后市场O2O平台，影响了4S店的衍生业务。 因此，大家会逐步告别所谓的“金九银十”“一月开门红”，O2O时代所追求的极简、自主、智能化、消费者主导等要素，在传统的4S店销售模式里都很难满足，当销售+维修+衍生三大业务都在受到O2O模式的冲击时，留给4S店唯一不变的就是“变”。 关键词：O2O；消费模式；极简；自主；智能化；消费者主导 Abstract O2O namely online to offline (online and offline / online), is refers to the line of business opportunities and the combination of the Internet, make the Internet become a front line transactions, the concept first came to the United States. The concept of O2O is very wide, both online and can be involved in the line, can be referred to as O2O. Nowadays, o2o vehicle circulation mainly 5 types: accumulated more than ten years of experience in the industry of automobile vertical websites, a large car dealership group self platform, cross-border cooperation platform, the five types of car o2o business strengths and weaknesses.The changing of consumption habits is the important factor of the operation O2O. 1, the car has no longer obvious cyclical. Moreover, the car is no longer the only way to solve the car demand, which to a certain extent, reduce the consumers purchase of a car in a specific time impulse. This change gives birth to O2O car rental platform under the Internet thinking, the influence of 4S store sales.2, Chinas private car ownership has exceeded the relevant departments of the state promulgated the relevant policies to break the monopoly of the mai