摘要
近几年来,因国内工程机械市场的日趋壮大和成熟,国内工程机械行业掀起了探讨
以旧换新业务以及再制造业务的热潮,通过以旧换新的方式进行新机销售的形式正在工
程机械行业生根发芽,如火如荼地进行。但是,在进行二手设备以旧换新业务的过程中,
常常发现许多问题的根源并不一定在业务过程之中,而是在业务之上,需要我们从更长
远的产业发展角度去规划整体的二手设备业务。诸如客户满意度低、经销商二手设备业
务亏损、交易周期长及资金成本高等因素都导致以旧换新业务经营存在困难,都使得重
构以旧换新业务的模式变得迫切。另一方面新设备的销售压力、品牌美誉度的维持等因
素,也迫使工程机械的主机厂不得不主动进入二手设备的以旧换新业务中。市场竞争的
加剧、后市场的全方位客户服务概念的提出,也使得主机厂需要完善自身的以旧换新业
务体系。在此背景下,如何更好地开展以旧换新业务,如何更好地响应客户的需求,就
变得尤为重要了。

本文对V公司的以旧换新模式进行分析,找出以旧换新过程中面临的主要问题,结
合环境分析及商业模式设计的基本原则,提出了基于客户需求为核心的以旧换新业务综
合运营模式。在新的模式下,着力于设备评估的规范化和通过维修作为增值环节,力求
各利益相关者的诉求都能得到满足,同时也能产生较好的社会效益。

关键词:工程机械;以旧换新;商业模式;设备评估;维修增值
Abstract
In the past few years, China construction machine industry uploaded a vigorous mass
campaign for trade-in and remanufacture. Currently, trade-in has become a very popular tool
for construction machine sales in China. However, in the way of trade-in, there are some
issues appeared which cannot be solved in the process of trade-in but in the upper flow, which
requires all the construction machine companies to make proper strategy for the better
development in the future. Firstly, the requirement of restructuring trade-in equipment
business model becomes very eager caused by the operations difficulties, such as low
customer satisfaction, bad profit in dealer's trade-in equipment business, long lead-time
during the business and bad cash flow. Secondly, the sales target of the brand-new equipment
and good brand maintenance bring big pressure to manufactures,which let them have to
active participant in trade-in equipment business. Last but not the least, along with the fierce
competition and aftermarket service concept also requires the manufactures to perfect the
trade-in business model. Under the above background, how to better operate the trade-in
business with excellent responding customer's requirements becomes more and more
important.
This thesis deals with the trade-in business of V Company for finding the main problem of the
trade-in business model. Through use environment analysis and business model concepts to
find out the new business model on trade-in business based on customer's requirement. This
new business model focuses on the standardize of trade-in equipment assessment and
value-add through maintenance, which will helps meet all requestors' need and creates more
and more social benefits.
Keywords: Construction Machine; Trade-in; Commercial Model; Evaluation; Repair;