本篇essay指出由于各种原因，人们不能拥有私家车。这群客户通常不经常用车，所以他们不会花钱买车。如果客户每年只需要行驶8000英里以下，ECC服务是一种节省成本的解决方案，它仍然让客户觉得自己还有车。此外，如果客户是年轻人，加入ECC是一种轻松的方式，可以在路上找到独立和自由，客户群体每年要支付6英镑。
Customer who owned the car but do not use it. More and more members of the ECC have sold their cars after using the company’s services. For them, the ECC is a cheaper alternative and still create a sense of freedom and comfort.
拥有汽车但不使用的客户。越来越多的ECC成员在使用该公司的服务后出售了他们的汽车。对他们来说，ECC是一种更便宜的替代品，仍然可以创造自由和舒适感。
The family needed a second car in a few cases. If a family has owned a car but in some extraordinary cases, they need to a second car to the other specific job, using ECC services is a viable alternative use while investing a new car is too expensive, but you do not use it often. Also, not only it cut owning multiple cars but also environmental protection.
在少数情况下，这家人需要第二辆车。如果一个家庭拥有一辆车，但在某些特殊情况下，他们需要第二辆车来从事另一项特定的工作，那么使用ECC服务是一种可行的替代用途，而投资一辆新车太贵，但你不经常使用。此外，它不仅减少了拥有多辆汽车，还减少了环境保护。
4.2.2/ Business user 商务用户
Focus on business segment is the core strategy of the ECC, that business group includes:专注于业务部门是ECC的核心战略，该业务组包括
Travel planner, housing association or property developer.旅行规划师、住房协会或房地产开发商。
Tourist caravans and other tourist organizers.旅游大篷车和其他旅游组织者。
Local authorities.地方当局。
5/ Demographic analysis 人口统计分析
The number of international students worldwide is increasing in recent years. According to UNESCO data, the number of students has increased 7 times in nearly 35 years, from 500 thousand in 1945 has increased to 3 million 500 thousand in 2009.
近年来，世界各地的国际学生人数正在增加。根据联合国教科文组织的数据，在近35年的时间里，学生人数增加了7倍，从1945年的50万增加到2009年的300万。
According to data of the British Council, UK is the 2nd favorite destination of international students (BBC, 2011). Currently there are 340 thousand students are enrolled in programs affiliated with the universities in the UK and more than 500 thousand students are studying full time. (HESA, 2015)
根据英国文化协会的数据，英国是国际学生第二喜欢的目的地。目前，有34万名学生报名参加英国大学附属项目，超过50万名学生正在全日制学习。
From the data above, it can be seen that students are a very potential market for Car club companies, especially the number foreign students is more and more increasing. In this demographic analysis will focus on two cities as Oxford and Coventry, where the focus of a lot of students.
从以上数据可以看出，对于汽车俱乐部公司来说，学生是一个非常有潜力的市场，尤其是外国学生的数量越来越多。在这项人口统计分析中，将重点关注牛津和考文垂这两个城市，那里有很多学生。
5.1/ Coventry 考文垂
Coventry sketchmap (source: NOMIS)
Coventry is divided into 18 districts, located in the West Midlands and having the large number of students are studying in the city. 2 largest universities are the University of Warwick city have23 thousand students and Coventry university have 25 thousand students.
考文垂分为18个区，位于西米德兰兹郡，有大量学生在该市学习。两所最大的大学是华威大学，有2.3万名学生，考文垂大学有2.5万名学生。
According to data from NOMIS, St Michael is the most potential ward for locate the office of ECC, where the number of students has more than 6 times the district average. Also, Sherbourne and Whoberley respectively are 2nd and 3rd among the most promising ward.
根据NOMIS的数据，圣迈克尔是最有可能设立ECC办公室的病房，那里的学生人数是该地区平均水平的6倍多。此外，Sherbourne和Whoberley在最有希望的病房中分别排名第二和第三。
Currently, there is not obvious significant competitor in Coventry, with the exception of peer to peer services like Drivejoy and Easycarclub, but only a very small market share. ECC has a lot of opportunities in the city when focused on the potential students segment.
目前，除了Drivejoy和Easycarclub等对等服务外，考文垂没有明显的重要竞争对手，但市场份额很小。ECC在关注潜在学生群体时，在城市中有很多机会。
5.2/ Oxford 牛津
Oxford sketchmap (source: NOMIS)
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