互联网停车业务公司市场营销策略探析

　 Abstract

Research on Marketing Strategy for WuyaoTingche Company

Although the improvements in standard of living in China were demonstrated by many perspectives since beginning of 21st century, there are many challenges brought by economic growth and development. One of the biggest challenges is the parking problem in urban area caused by rising car ownership rate. Fortunately, Parking problem can be solved creatively by taking advantage of mature Internet Technologies infrastructure in China. After more than a decade of rapid development of Internet technology, Parking management is an entry-oriented market that focuses on peoples livelihood with greatest investment potential. The main idea of parking management with internet technology is to use the Internet plus model to re-examine the parking market and develop the Internet plus smart parking mode.The internet plus mode will change the parking behaviors of car owners, simplify the parking process and allocate parking resources in an efficient and reasonable way.

51 Parking Technology Co., Ltd. is an innovative startup company specializing in Internet parking industry. The company is very competitiveby holding number of patents. 51 Parking also has certain advantages in human resources and innovative technologies sectors. However, the current markสeting strategy is imperfect and need to be improved if the company is eager to increase its market share. This paper examines the current marketing status of the c⚥ompany and found that the main problems of the companys marketing strategy are: Product line is not diversified yet. The products are OEM customized, the cost is high, the bargaining power is poor; the development of distribution channels is not ideal; the brand promotion is not enough and not established. Lack of in-depth discussion and research and corresponding strategies of countermeasures.

This research analysis both macro environment and micro environment faced by the company. From macro perspective, with the political and legal support, Internet plus mode is still in its fast lane and mobile payment will keep leading the transformation of Chinese payment habit from cash to mobile. From micro perspective, there are several points that will demonstrate the potential growth of the company, the backwardness of informationization in the parking market, the urgent need for intelligent parking, the analysis of the advantages and disadvantages of current marketing strategies of competitive enterprises and the construction of internal processes and incentive systems. This research also conducted SWOT analysis to found the internal advantages and external opportunities that are suitable for future business expansion. The company is more suitable to choose SO strategy,which is to use the internal technological advantages and regional brand advantages to seize the opportunities of external O2O development opportunities and enhancemarketing strategies to promote brand more effectively. Finally, the company should diversified its product line to attract more potential consumers and gain more marketshare.

After con♛ducting the analysis of the value chain of the parking industry and clarifying the ∞whole picture of the strategy, this research reach the conclusion that the parking lot operation market and the automotive after-service market are the companys target market. Then the company should develop a marketing mix strategy based on 4P theory. First of all, the company should distinguish product classes by hardware and accelerate the process of product launch. For middle-end products , the company should price them using competitive-oriented pricing method, which means pricing products according to market pricing mechanism. Meanwhile, the company will obtain the competitive advantage by taking product differentiation strategy. For high-end products, the company can adopt high-price strategy and launch high-end products to specific markets and users in order to obtain a reasonable high profit margin. For low-end products, the company should adopt multiple pricing methods,for instance, the products can be cღomplimentary and the company can obtain revenue and profits through later recovery of parking fees and advertising revenues. The company can also develop agents for middle-end and low-end products. TheSimilarly, the company can also develop dealers to distribute high-end products; The company can also build services network to improve the companys service level andpromote the company through traditional media or online media, expanding the companys popularity and brand. Finally, in order to ensure the implementation of the marketing strategy proposed in this paper, safeguard measures is provided from several perspectives: the internal system construction of the company, the cultivation of professional marketing talents and technical and material resources.

Keywords：　Parking O2O, Internet +, parking business, marketing strategy。

第 1 章 绪论

1.1 研究背景与意义。

1.1.1 研究背景。

21世纪以来，伴随中国经济的高速增长，随着人们生活水平的提高，汽车保有量快速增长，停车难，停车烦的问题越趋明显和突出。据统计，截至2016年底全国的机动车保有量为3亿辆，而我国的停车泊位资源尚不足汽车保有量的50%，一些大城市的比率更低，我国汽车的保有量在以很快的速度增长，而停车泊位却增长有限。

2014年国家发改委公布了我国大城市汽车与车位的比率大约为1:0.8，中小城市配比为1:0.5，而发达国家为1:1.3，我国停车位的缺口大约为5000万个。面对停车位一位难求的现象，人们对智慧停车的呼声越来越高。而移动互联网及大数据的兴起，人们通过利用互联网的优势，有效的缓解了人们用车出行的压力。特别是车主用户的视线投向了具有高频次，高痛点，高粘性的智能停车O2O，希望通过停车O2O来解决大家停车难的问题。汽车后市场营业额比较庞大，预测将会超过8000亿元。而停车作为人们比较刚性的消费需求，其受众面比较广泛，也吸引了很多民间资本以其为切入点来进入了汽车后服务市场。

另外为更好的推进城市停车场建设，国家发展改革委以试点示范的形式与部分城市共同推进城市停车场建设工作。

另外互联网技术经过十多年的快速发展，信息技术也越来越成熟， 2015年，李克强总理提出互联网+战略，制定了互联网+行动计划，要把移动互联网技术，云计算，大数据，物联网技术等先进技术与现代制造业及传统企业结合，从而促进电子商务，工业物联网以及互联网金融健康发展。而停车管理是聚焦民生的入口型市场，属于风口上的行业。聚焦民生所需，破解停车难，停车烦问题，创新管理机制，科学引导停车资源的高效利用，利用互联网技术及经济杠杆调整出行方式，提高车位的周转率，不仅是解决停车问题，更是促进城市现代化综合交通体系的建立。

　　1.1.2 研究意义。

本文研究的五一停车的营销策略具有以下意义：

第一，可以帮助五一停车公司实现精准营销，并找到新的市场机会，从而快速占领停车细分市场。根据对行业、用户、同类公司的精准分析，针对性地研究现有停车设备及停车系统的优缺点、价格、销售渠道、市场推广方式，形成较全面的营销策略，提高五一品牌在停车行业内知名度和影响力；第二，本研究结论可以帮助传统型企业利用互联网平台的商业模式进行创新，同时为整个停车行业的转型升级提供新的思路；最后，五一停车公司新业务模式以及营销模式的确立，也可以为提供互联网+服务，物联网服务及SASS服务模式企业提供思路和解决方案。

　　1.2 研究方法与内容。

1.2.1 研究方法。

本文利用营销管理理论作为理论基础，主要利用以下的方法来研究：

（1）文献调查法查阅各种与停车O2O、营销策略、互联网+有关的专业性文献、报道、书籍，进行综合性的理论学习。本文将详细深入地理解、分析STP策略，从理论角度制定出五一停车公司停车设备及系统平台产品营销策略。

（2）实地调查法通过走访调研，实地调查，结合深入访谈，与五一停车公司客户及经销商沟通，了解当前停车市场形态，以及竞争对手的产品优势和逆势及销售政策，考察其安装五一停车产品的意向和需求。

（3）对比分析，收集停车行业领军企业的营销策略，剖析五一停车公司在营销中存在的问题并提出解决方案。

　　1.2.2 研究内容。

本文的研究内容分四个章节第1章 绪论。本部分重点介绍本课题的研究背景、意义以及研究的方法、理论依据等以做初步的归纳总结，结合相关研究领域的理论以及研究思路，阐述五一停车公司研究的基本研究框架和思路。第2章 五一停车公司目前现状及问题。主要介绍五一停车公司运营及营销的现状、发展遇到的问题以及对这些问题原因的分析。第 3 章 针对目前五一停车公司面营销面临的宏观环境和微观环境分析。运用 SWOT 等方法与理论，对于五一停车产品的优劣势，机遇与挑战进行分析。第4章 五一停车公司营销策略制定和实施保障。本部分基于前述研究，并运用STP理论，从消费者角度对市场进行细分，并确定五一停车公司的市场定位，从而对产品、价格、渠道、促销策略进行细化，得出具体营销策略方案，预测在营销策略执行中将面临的风险和问题以及营销战略实施及其保障，最终确保营销策略与计划的可执行性。

【由于本篇文章为硕士论文，如需全文请点击底部下载全文链接】

　　1.3 理论基础与文献综述

第 2 章 五一停车公司营销现状及问题.

2.1 公司简介

2.2 公司营销现状

2.3 公司营销存在问题及成因

　　第 3 章 五一停车公司营销环境分析

3.1 公司宏观营销环境

3.2 公司微观营销环境

3.3 SWOT 分析

第 4 章 五一停车公司营销策略制定与实施保障

4.1 公司市场细分

4.2 公司目标市场与市场定位

4.3 公司营销组合策略

4.4 公司营销策略实施保障 结 论

本文通过研究五一停车公司目前的营销现状，找出了目前公司在营销方面存在的问题，在分析了公司目前所处的宏观及微观营销环境后，确定了公司的目标市场及自身的市场定位，提出了新的营销策略组合，从而加快公司的发展。

得出结论如下：

公司的外部机遇和公司内部的优势及产品优势明显，适合进行业务的扩张，比较适合选择SO战略，也就是利用企业内部技术优势及地区品牌优势，抓住外部O2O发展机遇，增强企业的营销力度和广度，加强品牌建设，不断改进产品，将公司做大。

根据4P理论，本文为公司制定的营销策略组合如下：通过硬件区分产品档次，加快产品推出速度；中低端产品采用竞争导向定价法，跟随市场决定价格，以产品的价格优势取来取得企业的竞争优势；高端产品，采用高定价政策，帮企业获得高额回报；低端产品采用多元化定价方式，可以免费赠送客户，通过后期回收停车费及广告收入获取成本及利润；开拓代理商，代理中低端产品；发展经销商，经销高端产品；构建服务网络，完善和提高公司的服务水平；通过传统媒体或者网络媒体宣传公司，扩大公司的知名度和品牌度；通过介绍停车场业主给奖励，车主用户注册赠送停车券方式，加快互联网停车场数量和车主用户数量；定期举办线下活动，加强公司的知名度。

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