摘 要

我国经济的快速增长促进了人民生活水平的日益提高，汽车逐渐走进千家万户。伴随着汽车保有量的不断增加，新车市场竞争激烈，利润不断下降，二手车市场得益于此发展迅速、潜力巨大。武汉市二手车市场作为我国二手车市场的新兴力量，其发展具有一定的代表意义，通过研究武汉市二手车交易市场不仅可以推动其发展，还对我国二手车市场有一定积极意义。

本文的理论基础主要为二手车相关概念，研究内容为武汉市二手车市场发展历程和营销模式现状，最终得出促进武汉市营销模式的对策分析。首先，阐述了二手车概念和理论，如消费者行为理论和“柠檬市场”理论，奠定了二手车理论基础；随后，对于美国、德国、日本三个典型二手车市场的现状进行阐述，得出对于我国二手车市场的借鉴作用；其次，对于武汉二手车发展历程和现状的揭示，得出武汉市二手车市场以二手车交易市场为主导，多种营销模式共同发展的结论，再通过对于武汉市主要营销模式的优缺点分析，为下面对策分析做出铺垫；最后通过对于各种营销模式的理解和认知，提出强化营销模式的对策，完善营销模式特点。

研究结论表明：我国二手车市场仍任重道远；武汉市二手车市场发展前景良好；武汉市二手车市场营销模式多样化发展；我国二手车市场仍处于转型升级时期，仍需要政府大力支持和指导，出台相应政策和法规。武汉市二手车市场营销模式处于发展时期仍需完善和创新。

本文的特色在于：从区域角度分析二手车市场，对武汉市二手车市场现状和营销模式进行较为详细的总结。

关键词：二手车市场；营销模式；对策分析

Abstract

The rapid growth of China's economy has promoted the improvement of people's living standards, and cars have gradually entered thousands of households. Along with the continuous increase in car ownership, the new car market is fiercely competitive and profits are declining. The used car market has benefited from this rapid development and huge potential. As a new force in China's used car market, Wuhan's second-hand car market has certain representative significance. By studying the used car trading market in Wuhan, it can not only promote its development, but also have certain positive significance to the used car market in China.

The theoretical basis of this paper is mainly related to the concept of used car. The research content is the development history of the used car market in Wuhan and the status quo of the marketing model. Finally, the countermeasure analysis of promoting the marketing model of Wuhan is obtained. First of all, the concept and theory of used cars, such as consumer behavior theory and the "lemon market" theory, are laid out, which lays the theoretical foundation of used cars. Subsequently, the status quo of three typical used car markets in the United States, Germany and Japan is elaborated. For the reference of the used car market in China; secondly, for the development of the used car and the status quo of Wuhan, the conclusion is that the second-hand car market in Wuhan is dominated by the used car trading market, and the various marketing models are jointly developed. The analysis of the advantages and disadvantages of the main marketing model of the city paves the way for the following countermeasures analysis. Finally, through the understanding and cognition of various marketing models, the countermeasures of strengthening the marketing model are proposed, and the characteristics of the marketing model are improved.

The conclusions of this study indicate that China's second-hand car market still has a long way to go; Wuhan's second-hand car market has good development prospects; Wuhan's second-hand car market marketing model is diversified; China's used car market is still in a period of transformation and upgrading, and the government still needs strong support and guidance. Relevant policies and regulations. The second-hand car marketing model in Wuhan still needs to be improved and innovated during the development period.

The characteristics of this paper are to analyze the used car market from a regional perspective, and make a detailed summary of the current situation and marketing model of the used car market in Wuhan.

Key words: second-hand car market; marketing model; countermeasure analysis

目 录

第1章 绪论 1

1.1课题研究背景 1

1.2课题研究意义 2

1.3研究主要内容 3

第2章 二手车相关概述 4

2.1二手车基本概念 4

2.2二手车营销模式 4

2.3二手车市场相关理论 5

2.4 国外典型二手车市场发展现状 6

2.5 国外典型二手车市场的借鉴意义 9

第3章 武汉市二手车发展历程和现状分析 12

3.1武汉市二手车发展历程 12

3.2武汉市二手车市场营销模式现状 13

3.3武汉市二手车营销模式优缺点分析 15

第4章 武汉市二手车营销模式对策分析 18

4.1二手车交易市场对策分析 18

4.2二手车置换对策分析 19

4.3二手车拍卖对策分析 19

4.4二手车电子商务对策分析 20

4.5品牌二手车对策分析 20

4.6二手车超市对策分析 21

第5章 结论 22

5.1研究结论 22

5.2研究展望 23

参考文献 24

致 谢 25

第1章 绪论

1.1课题研究背景

我国经济的快速发展和人民生活水平的不断改善推动着汽车产业逐渐走向成熟，市场规模不断扩大，新车销量逐年攀升，二手车市场得益于此也不断发展。2018年，我国二手车交易量与新车销售量比例为50%左右；然而二手车交易量为新车销量的两倍以上几乎是发达国家的常态。可见，我国二手车市场后劲十足，未来发展空间无可限量。

（1）我国二手车市场快速发展