Research On Business Mode Of High - End Used Car Sales Service Platform

The purpose of this thesis is to research the current situation and future of luxury pre-owned vehicle market in china so as to explore the feasibility of establishing a high-level pre-owned vehicle sales and service platform.Till the end of 2009, China could probably become the Number One country for the largest production and sales volume of automobiles. Moreover, China shows its booming trend in the segmentation market of luxury car. However, compared with the rapid development of new cars market, pre-owned vehicle market remains relatively stagnant. On one hand, the sales volume of pre-owned vehicle goes up quickly in China as well as the volume of luxury pre-owned ones, but on the other hand, the pre-owned vehicle market in China still lags quite a lot behind the western developed market where the sales volume is twice or even thrice greater than the volume of new car market there, meanwhile the current status in the pre-owned vehicle market in China is obviously on the contrary with the luxury pre-owned vehicle market also facing the same situation.Therefore, this thesis, through analyzing the current status of the pre-owned vehicle market, especially the luxury ones in China based on the experiences from developed pre-owned vehicle market in the western developed countries, we compare and analyze the gap between the luxury pre-owned vehicle market in China with the one in the western countries in such areas like channel systems, business model, competitive environment, laws and rules and etc.With the national policies related to the adjustment and planning for automobile industry coming into the stage in succession, brand-authorized 4S dealerships as well as the specialized pre-owned vehicle sales companies, whose business models are emphasized on normative, standardized and all-around service, are well encouraged and supported by Chinese government. It is foreseeable that these two modes will soon develop into a booming period and then become the main business model of China pre-owned vehicle market in the future, which is definitely the objective requirement for further development of pre-owned vehicle market in China, as well as the result of support by national policies.Although the volume of the potential consumption desire in the luxury pre-owned vehicle market in China is quite large, it could not be realized in current stage because of many internal and external disadvantage factors. In order to grasp this great business opportunity, this thesis puts forward an innovative business model of establishing the luxury pre-owned vehicle sales and service platform. With the aim to enter current pre- owned vehicle market in China successfully, which is lack of the standardized, trustworthy and comprehensive service business models, this platform will adopt the gap filling strategy and provide value orientation with the basic character of delivering the high level brand experience, good price\performance ratio and great convenient service. Furthermore, adopting the differentiation and focus competition strategies, this platform will pursue and achieve the scale economic effect by integrating several operation models of the luxury pre-owned vehicle shopping mall, VIP service procedure, sales online service platform, comprehensive pre-owned vehicle evaluation and insurance and finance service so as to reach the result of market resource integration. At the same time, with the help of higher flexibility at several areas such as stock resource, product mixture coverage and parts resource, the comparative cost advantage with brand pre-owned car dealership will be created. Subsequently, this platform could form the profit pattern which included the following factors that the sales of brand luxury pre-owned car, sales of independent luxury pre-owned car, repair and maintenance and insurance and finance service as well. As a consequence of the enlarged scale operation, it could easily keep its core competitive power with the implementation of brand and chain operation strategy, so as to grasp the great market chance and satisfy the potential consumption desire. Meanwhile it will also provide the theoretical and methodological support for market channel system improvement, trading cost decreasing and profit level improvement.