畢業設計外文文獻原文及譯文NETWORKMARKETINGOFAUTOPARTS汽車配件的網絡化營銷學生姓名學號系別專業指導教師電子與計算機科學技術系網絡工程2015年5月NETWORKMARKETINGOFAUTOPARTS1OVERVIEWINTHE21STCENTURYINFORMATIONAGE,ONLINESHOPPINGHASBECOMEAFASHION,ANYONEINDUSTRYAREINVOLVEDININTERNETMARKETING,NETWORKMARKETINGPROMOTESTHEECONOMICDEVELOPMENTNETWORKMARKETINGMAINLYBASEDONVIRTUALSPACEITBREAKSTHROUGHTHELIMITSOFTIMEANDSPACE,ALLDAY24HOURSOFONLINETRANSACTIONSANDONLINESERVICES,FIXEDCONCEPTOFTIMEDISAPPEARINOURCOUNTRY,AUTOPARTSONLINEMARKETINGORINTHEOPENSTATE,THEREISROOMFORGROWTHENTERPRISECANTHROUGHTHEINTERNET,DIRECTLYINTHEFACEOFALLCONSUMERSANDCOMPETITORS,EXPANDINGTHESCOPEOFTHEENTERPRISEOFTHETARGETMARKETCHOICE,ITTOTHEENTERPRISEBRINGMOREOPPORTUNITIESNETWORKMARKETINGHASBECOMEANIMPORTANTSALESCHANNELFORMANYENTERPRISESAUTOPARTSCANALSOBEINNETWORKSALES,FORAUTOPARTSDEALERSANDONLINESALESOFAUTOPARTSCANREDUCESPENDINGALOTOF,SAVINGTIME,INCLUDINGEMPLOYEES,MANAGEMENT,MARKETINGANDOTHERASPECTSOFTHECOST,ANDSAVETHECOSTANDINAUTOPARTSPRICEBENEFITTHECUSTOMER2NOTSUBJECTTOGEOGRAPHICALRESTRICTIONSONLINESALESOFAUTOPARTS,ISNOTAFFECTEDBYTHEGEOGRAPHICALPOSITION,THEPARTSOFTHESTORECANBESETUPINANYLOCATION,ASLONGASTHEINTERNET,ANYANDAUTOPARTSSALESRELATEDSERVICESAVAILABLEONTHEINTERNETAUTOPARTSONLINESALESESSENTIALELEMENTSISAWITHSALESMENINTHEINTERNETAWEALTHOFKNOWLEDGE,THEYPATIENTLYHELPCOMPLETETHESALEONTHEINTERNETWITHOUTEXPERIENCEINONLINETRADINGCUSTOMERSIFTHECUSTOMERNEEDS,THEYCANALSOBEFREETOTEACHALLTHEONLINETRADINGKNOWLEDGEINORDERTOREFLECTTHEONLINESALESOFFASTANDCONVENIENT,THEYPROVIDE24HOURSSERVICE,ASLONGASTHECUSTOMERQUESTIONS,THEYALWAYSSTRIVETOGIVEAREPLYWITHIN15MINUTESCUSTOMERSONLYNEEDTOSITINTHEHOMECOMPUTERBEFOREENTERINGTHEDEALERSHIPSWEBSITE,THENYOUCANDOALLTHETHINGSTODO,WATCHTHESHOPPANORAMA,DOWNLOADTHEPICTURESOFCARACCESSORIES,KNOWTHEPRICE,UNDERORDERSTHEN,YOUCANSITATHOMEORINTHEIROWNREPAIRSHOPRECEIVEDBYTHESALESDELIVERYOFAUTOPARTS21EASYTOCOLLECTTHEFEEDBACKINFORMATIONANDTHEPRODUCTIONENTERPRISESOFMUTUALBENEFITANDMUTUALASSISTANCEONLINEPURCHASEOFAUTOPARTSISAWINWINTHING,CUSTOMERSGETTRULYTHEPREFERENTIALPRICE,DEALERSTOREDUCECOSTANDAUTOPARTSPRODUCTIONENTERPRISESCANKEEPTRACKOFINFORMATION,TIMELYADJUSTMENTOFPRODUCTIONINFORMATIONINTERNETISACOLLECTIONOFINFORMATIONTHEFASTESTCHANNEL,CONVENIENTTOCOLLECTCUSTOMERBUYAUTOPARTSINTHEPROCESSOFTHEVARIOUSISSUES,ANDTIMELYFEEDBACKINFORMATIONTOTHEPRODUCTIONOFAUTOPARTSENTERPRISESPRODUCTIONENTERPRISESCANACCORDINGTOTHEABOVEANALYSIS,ACUSTOMERPURCHASEINTENTION,SOASSOONASPOSSIBLEPRODUCTIONTOMEETTHEMARKETDEMANDFORAUTOPARTSITCANSAVETIMEANDCOST,ANDTOSEIZEMARKETOPPORTUNITIESTHEMARKETINFORMATIONFORAUTOPARTSMANUFACTURERSANDDISTRIBUTORSISCRITICAL,ANDYOUCANEASILYGETTHROUGHTHEINTERNETINTERNETAUTOPARTSSALESTOPRODUCTIONENTERPRISESTOPROVIDECUSTOMERSWITHREALTIMEINFORMATIONTHISWILLINGNESSTODEMANDINFORMATIONCANHELPMANUFACTURINGENTERPRISESTOREDUCEAUTOPARTSSALESCOST,ANDTHISCOSTUSUALLYWILLACCOUNTFORAUTOPARTSTHEFINALSELLINGPRICEOFABOUT15IFYOUCOUNTTHEPROMOTIONCOST,THEPROPORTIONOFTHECOSTISHIGHERINFACT,THEINTERNETCANALSOPLAYAROLEINSOMEPROMOTIONALADVERTISING22KEEPTRACKOFINVENTORYANDSALESSECONDLY,THEUSEOFINTERNETINFORMATIONANDCONVENIENTSERVICE,PRODUCTIONENTERPRISESCANTIMELYTHATACCESSORIESVENDORSINVENTORYANDSALESSITUATION,TOADJUSTTHEIRPRODUCTIONANDAUTOPARTSDEPLOYMENTPLANAUTOPARTSSALESTOREDUCEINVENTORY,SPEEDUPTHECIRCULATIONOFFUNDS,OBTAINSATISFACTORYRETURNSFORUSERS,THEYCANTHROUGHTHEINTERNET,LIKE“MENU“LIKERANDOMSELECTIONOFTHEIRREQUIREDAUTOPARTSPREVIOUSLY,THEDISTRIBUTIONOFTHEAUTOPARTSVENDORSINONEPARTOFTHEBESTSELLING,WHILEANOTHERPARTOFSLOWMOVINGAPARTOFOCCUPIEDCAPITALCOSTSINCURREDWILLBEALLOCATEDTOSELLAUTOPARTSTHROUGHTHEINTERNET,MANUFACTURERSANDDISTRIBUTORSCANPRODUCEANDSALESOFAUTOPARTSINTIMETOAVOIDTHEBAD3THEDEVELOPMENTOFAUTOPARTSBUSINESSNETWORK31THEDEVELOPMENTSTATUSOFAUTOELECTRONICCOMMERCEISATTHATTIMENOWAUTOELECTRONICCOMMERCEDEVELOPMENT,WHILEINFACT,BECAUSEOFTHESERIOUSINFORMATIONASYMMETRYEXISTSINTHEAUTOPARTSMARKET,THEASYMMETRICINFORMATIONISMAINLYMANIFESTEDIN,BUYERSTOFINDSELLERS,BUYERSDONOTKNOWTHEDEPTHOFPRICE,ISALSOBECAUSEOFTHIS,THEREWILLBEAUTOLAYERSOFAGENTS,MANYINTERMEDIATELINKS,THEPRICEGAPLARGEANDECOMMERCEJUSTTOSOLVETHEPROBLEMOFINFORMATIONASYMMETRYINTHE,LETBUYERSEASILYFINDWANTTOBUYPRODUCTS,ATTHESAMETIME,REDUCEINTERMEDIATELINKS32BOTTLENECKSTHELACKOFNETWORKPRODUCTSANDUNDERSTANDTWOTALENTSWHENTHEAUTOMOBILESPAREPARTSMARKETANDSTRENGTHENSELFDISCIPLINE,IMPROVEAUTOMOBILESPAREPARTSSTANDARDIZATION,AUTOPARTSOFELECTRONICCOMMERCEWILLBEUSHEREDINTHESPRINGBECAUSEPEOPLEDONOTUNDERSTANDTHEPRODUCT,UNDERSTANDTHENETWORK,BUTTHENETWORKOFAUTOMOTIVEPRODUCTSISNOTENOUGHTOUNDERSTANDTHEPROFOUNDCHINASECOMMERCEISSTILLINTHEINITIALSTAGEALTHOUGHTAOBAOVERYFIRE,BUTWANTTODOELECTRONICCOMMERCEINTHECIRCULATIONOFAUTOMOBILEFITTINGSMARKET,THEREISALONGWAYTOGODONTSAYAUTOPARTSOFTHEGOODANDTHEBAD,THEMARKETTOBESTANDARDIZED,TAKETHEPRODUCTSPECIFICATIONS,MODELS,CODEISFRAGMENTED33THEKEYISTOESTABLISHADATABASEAUTOELECTRONICCOMMERCEPRODUCTSDATABASEISTHECORE,ISALSOADIFFICULTPROBLEMONTHEONEHAND,MANUFACTURERSOFACCESSORIESCATALOGUEISNOTTRANSPARENTONTHEOTHERHAND,VEHICLEANDACCESSORIESPRODUCTUPDATESPEE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約了時間和費用，又搶得了市場先機。市場信息對于汽車配件生產企業和銷售商來說至關重要，而通過互聯網即可輕松獲得?；ヂ摼W汽車配件銷售商可以給生產企業提供顧客實時實地的信息。這種需求意愿的信息可以幫助生產企業降低汽車配件銷售費用，而這種費用通常將占到汽車配件最終銷售價格的15左右。如果算上促銷費用的話，這種費用所占比例就更高了。22時刻掌握庫存和銷售其次，利用互聯網的信息和便捷服務，生產企業可以及時得知配件銷售商的庫存情況和銷售情況，從而調整自己的生產和汽車配件調配計劃。汽車配件銷售商減少了庫存，加快了資金流通，獲得了較滿意的收益。對用戶來說，他們可以通過互聯網，像“點菜單”似的隨意選取自己所需要的汽車配件。以前，銷售商所經銷的汽車配件中總有一部分暢銷，而另一部分滯銷。滯銷部分占用資金所引起的費用就要分攤到賣出去的汽車配件上。通過互聯網，生產企業和銷售商都可以及時避免生產和銷售市場銷售不好的汽車配件。3汽車配件網絡化經營的發展31現狀發展汽配電子商務正當時現在發展汽配電子商務正當其實，因為汽配市場存在著嚴重的信息不對稱，這種信息不對稱主要表現在，買家找不到賣家，買家不知道價格深淺，也正是因為這樣，才會出現汽配層層代理，中間環節多，價格差距大等問題。而電子商務正好解決了這種信息不對稱問題，讓買家輕松找到想買的產品，同時減少了中間環節。32瓶頸缺少產品和網絡雙懂人才當中國汽車配件市場自律強化，汽車零配件標準化完善之后，汽車配件的電子商務才會迎來春天。因為，懂產品的人還不懂網絡，而會網絡的人對汽車產品不夠理解深刻。中國的電子商務還在起步階段，盡管淘寶網很火，但是想在汽車配件流通市場做電子商務，還有很長的路要走。不說汽車配件的良莠不齊，市場有待規范，就拿產品的規格、型號、編碼來說也是各自為政。33解決最關鍵是要建立數據庫汽配電子商務的產品數據庫是個核心，也是個難題。一方面生產廠家的配件產品目錄不夠透明；另一方面，整車車型、配件產品更新速度太快，網站的更新速度跟不上廠家的更新速度。汽車配件種類繁多，除了OEMORIGINALEQUIPMENTMANUFACTURES原廠委托制造代碼，不同的工廠還有各自的工廠編碼，所以建立產品的數據庫，是個難題。4汽車配件的網絡化營銷存在的問題和建議41廠商的信用危機汽車配件行業的散亂現象和由此產生的信用危機，曾經嚴重