Research On Internet Marketing Strategy On Second-hand Car In China

With the quick development and huge market potential of second-hand car in China, personalized marketing measures have become to be one of the directions for the development of Chinese car industry. Internet has already become to be the important measure for second-hand car marketing in China. In the field of car marketing, it is gradually strengthening control on internet market of second-hand car. Based on characteristic such as low cost and simple transaction etc of internet, it gets acknowledgement from more and more car managers and consumers. However, because transaction model of second-hand starts late in China, it still needs further development and improvement. This paper uses internet marketing state of second-hand car as start point as well as makes research and analysis on internet transaction market of second-hand car, it finds out existing problems of internet marketing of second-hand car in China and analyzes its causes, then it formulates second-hand car marketing strategy under the internet environment, In the end, this paper puts forward internet marketing countermeasure and suggestion of second-hand car. This paper firstly introduces relevant theory of marketing management on second-hand car, and then it makes research on marketing state on second-hand car in China and summarizes marketing characteristics on second-hand car in China, it analyzes many problems such as that domestic second-hand car lacks of supervision, after-sale service is not so good, it lacks of industrial standard, the evaluation standard is obscure, it lacks of second-hand car transaction platform, second-hand car dealer is unprofessional. On this basis, this paper makes SWOT analysis on second-hand car market under internet environment, it formulates internet marketing of second-hand car according to market positioning and target consumption group etc, including product strategy, price strategy, channel strategy and marketing strategy. In the end, this paper puts forward the following countermeasures and suggestion on internet marketing of second-hand car in China: perfect management organization, improve after-sale service and transaction regulation, and implement honesty formulate evaluation standard and make professional internet transaction platform of second-hand car. It hopes that this paper can have beneficial effect on internet marketing on second-hand card in China.