新车交易电商平台企业的发展模式研究  

Research on the Development Mode of New Car Trading E-commerce Platform Enterprises

作　　者：呼格吉勒 徐祝淇 秦华容[3] HUGE Jile;XU Zhuqi;QIN Huarong(School of Economics and Management,Ningbo University of Technology,Ningbo 315211,China;Faculty of Collaborative Regional Innovation,Ehime University,Matsuyama 7908577,Japan)

机构地区：[1]宁波工程学院经济与管理学院物流系,浙江宁波315211 [2]日本国立爱媛大学社会共创学院,爱媛松山7908577 [3]宁波工程学院经济与管理学院,浙江宁波315211

出　　处：《物流科技》2020年第11期55-59,67,共6页Logistics Sci-Tech

基　　金：2018年度宁波市自然科学基金项目(2018A610123);教育部人文社会科学研究项目(15YJC790081);2018年度浙江省教育厅项目(Y201839096)。

摘　　要：在互联网+的大背景下,汽车电商已成为汽车营销渠道的重要组成部分。一猫新车、毛豆新车、弹个车等新车交易与租赁为主营业务的新型商业业态不断涌现。文章聚焦新车电商平台,分析新车市场环境以及用户需求变化,总结具有影响力的几类新车交易电商平台企业的发展模式与趋势。以毛豆新车为例,较系统地分析电商平台的线上线下运营、产品与市场定位以及用户需求与增值服务等内容,探索其发展特点与将来的可持续性。Under the background of internet+,automobile e-commerce has become an important part of automobile marketing channel.New-type commercial formats with new car trading and leasing as main businesses,such as Emao,Maodou and Tangeche,are constantly emerging.This paper focuses on the new car e-commerce platform,analyzes the new car market environment and the changes of user demand,and summarizes the development models and trends of several influential new car e-commerce platform enterprises.Taking Maodou as an example,the paper systematically analyzes online and offline operations,product and market positioning,users and value-added services,etc.,explores its development characteristics and future sustainability,and provides reference for promoting the development of new car sales channels to the direction of normal emerging e-commerce platform enterprises.

关 键 词：新车电商平台 汽车新零售模式 毛豆新车 汽车销售 

分 类 号：F713.365.1[经济管理—产业经济]