国内汽车后市场O2O模式发展现状研究摘要：“十一五”以来，中国汽车产业得到飞速发展，基于国家政策的支持，中国汽车产销保持高速增长。直至目前，中国无疑是全球最大的汽车市场，但汽车人均保有量与全球平均水平仍有一定差距。所以，中国的汽车市场仍是最具发展潜力的市场之一。随着互联网时代的到来，“互联网+”服务商在全民创业万众创新的背景之下进入大众的生活。传统企业包括汽车后市场迎来转型时期。目前汽车后市场中洗车、维修保养、配件供应等领域与O2O的结合已经进入了市场启动期，而接下来的任务就是探索更为成熟的商业模式和盈利模式。本文通过环境分析、案例分析、对比分析以及理论分析等方法分析得出互联网时代的来临驱使着后市场产业的变革以及市场格局的重新定义。O2O企业竞争激烈，背后还有着资金链断裂的威胁。但总的来说O2O模式的引入对中国的汽车后市场有很大的积极作用，同时，要继续发展后市场O2O平台，还有着一系列挑战和待解决的问题。通过与美国成熟市场的对比分析，可以发现中国的汽车后市场的商业模式也美国接近，但政策环境、供应链体系方面还有一定的差距。关键词：汽车后市场，O2O，商业模式Abstract:Sincethe"EleventhFive-YearPlan"period,theautomobileindustryinChinahasdevelopedathighspeed,andbasedonthesupportofnationalpolicy,theproductionandmarketingoftheautomobilehavemaintainedrapidgrowth.Uptonow,Chinaisundoubtedlythelargestautomarketofthewholeworld,butthereisstillacertaingapinthepercapitacarownershipcomparingtotheglobalaveragelevel.Therefore,theautomarketofChinaisstilloneofthemostpromisingandpotentialmarkets.WiththeadventoftheInternetera,"Internet+"facilitatorshavethegeneralpublic’slifeinthecontextoftheentirepeoplestaringbusinessandthemultitudebeginninginnovation.Traditionalenterprisesincludingtheautomotivepost-marketushersintransitionalperiod.Atpresentintheautomotivepost-market,thecombinationofO2Oandvehiclecleaning,repairingandmaintenanceandsparepartssupplyetc.hasenteredintothemarketstart-upperiod,andthenexttaskistoexploremorematurebusinessmodelsandprofitmodels.ThisarticleanalyzesthecurrentO2ObusinessmodelinChina'sautomotivepost-marketthroughenvironmentalanalysis,situationanalysis,comparativeanalysisandtheoreticalanalysistopropoundrecommendationsfortheprospectsfordevelopmentofthiskindofcompany.O2Oenterprisesarefiercelycompetitive,andthereisalsothethreatoffinancialchainfracture.However,ingeneral,theintroductionofO2OmodelhasagreatpositiveeffectonChina'sautomobileaftermarket.Meanwhile,itisnecessarytocontinuetodeveloptheaftermarketO2Oplatform,withaseriesofchallengesandproblemstobesolved.ThroughacomparativeanalysisofmaturemarketsintheUnitedStates,itcanbefoundthatthebusinessmodelofChina'sautomobileaftermarketisclosetothatoftheUnitedStates,butthereisstillacertaingapofpolicyenvironmentandsupplychainsystem.Keywords:Automotivepost-market,O2O,Businessmodel目录1绪论....................................................................................................................11.1研究背景以及意义.......................................................................................................11.2研究内容......................................................................................................................12基本理论............................................................................................................32.1汽车后市场的概念......................................................................................................32.2O2O的概念.............................................................
