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摘要2011年我国二手车成交量还不到300万台，市场容量仅2000亿。到了2012年，我国二手车市场总交易量增至约480万辆，市场容量超过4000亿。数据显示，我国二手车行业现在处在快速发展期。
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但作为新兴行业，二手车市场还存在许多客观问题，从不规范逐步走向规范还有很长的一段路要走。在这样的情况下，即使中国二手车市场拥有巨大潜力和容量，一个企业要有效发展必须依靠行之有效的整体运营策略。
本文通过对上海世贸二手车经营有限公司过去两年零五个月的历史销售数据分析，观察毛利率与周转率的关系，以及结合市场调研了解消费者偏好，来探讨我国二手车市场上企业制定营销策略的方法。
基于历史销售数据的分析，本论文综合运用市场营销和人力资源管理方面的理论，具体从特许经营、加强品牌建设、促销策略、价格策略、绩效考核等几个方面，积极探索一种适合我国二手车行业内企业发展的有利商业模式和市场营销策略。
希望通过本文的研究对我国未来将营销策略制定的方法运用于二手车市场提供一定的借鉴和指导意义。
关键词：市场调查；销售数据；二手车；二手车经营；营销策略5576
Abstract
China's second-hand car trading volume is less than 3 million units in 2011, the capacity of market only 200 billion. By 2012, total volume of used car increased to about 4.8 million in China, the market capacity more than 400 billion. According to data that now the used car industry in our country is in rapid development period.
But as a rising industry, during the developing of second-hand car market there are still many problems objectively , never norms gradually towards the specification has a long way to go. In this case, even if China's used-car market with huge potential and capacity, an enterprise development must rely on effective overall operating strategy .
This article through to the Shanghai world trade second-hand car business co., LTD., over the past two years and five months of historical sales data analysis, the relationship between gross margin and turnover, and combined with the market research to understand consumer preferences, to explore the method of enterprise developing marketing strategy in the used car market in China.
Based on the analysis of historical sales data , this paper uses the theory of marketing sales and human resources management, the concrete from franchise, strengthening brand construction and promotion strategy, pricing strategy, performance appraisal and so on, to explore a suitable way for enterprises in China's car industry, about good method in business development and marketing strategy.
Hope that through this article research to our country will develop using the method of second-hand car market marketing strategy to provide certain reference and guidance significance.
KeyWords：Market survey; Sales data; Used cars; Used car business; The marketing strategy
目 录
摘 要 I
Abstract I
一、绪论 1
二、国内外二手车市场分析 2
（一）二手车市场的内涵 2
（二）外国二手车行业概况 2
（三）我国二手车行业概况 3
（四) 相关理论 6
三、上海世贸二手车经营有限公司运营状况分析 7
（一）上海世贸二手车经营有限公司的概况 7
（二) 上海世贸二手车经营有限公司历史销售数据分析 7
（三) 问卷调查分析 10
四、上海世贸二手车经营有限公司营销对策建议 13
（一）特许经营 14