Research On The Used Car Development Strategy For D Company

For OEM the main purposes on used car business are promoting new car sales, raise residual value and get used car profit.For the reasons above, company D had made a series of effort since 2009. It introduced an international used car brand to China, and form its own brand; Build brand used car marketing network; Develop brand used car standards and processes; Develop used car business support to help dealers to carry out used car business; Use marketing activities to enhance brand used car influence; build used car management system and so on. After all these efforts, company D had obtained some achievements, the brand authorized dealers are over 100, and brand used car authorized dealers have a relatively high profit.And now the environment for the used car business of company D is changing.The policy bottleneck of used car market development is breaking down; With the migration and changes in consumption concept, used car products began to seize the low-end car market; Used car appraisal and evaluation standard progressive unification, and development of the Internet which accelerated the flow of used car business information, laid the foundation for the development of large-scale used car.Competitors have several of trade-in support, and start brand used car business to enhance the competitiveness of the brand. So company D is facing a competitive environment of used car business; the development of used car e-commerce and car sharing will affect the customer's car consumption habits, and then and thus have an impact on the development of Company D used car business; With the production release of all brand manufacturers in China, the new car market gradually saturated, and the bargaining power of consumers increased, and further increase the difficulty of operating the company D used car business.This paper develop the Company D used car development strategy based on the changes of the macro environment and competitive environment for company D used car business, and also based on company D's used car development situation.First of all, to promote the company's new car sales, company D should vigorously promote the trade-in business and raise the trade-in ratio. At the same time company D should pay more attention on enhance the dealers' operational capacity, and company D's staff management capacity, and trying to promote used car derivatives business.Secondly, with the development of trade-in business, company D should find ways to cooperate with used car e-commerce to set up the used car auction platform to provide used car sales channels for dealers, in order to improve the sales capacity of dealers' used car sales. In the process of cooperation, company D should focus on improving their own used car marketing capabilities and technological development capability.Thirdly, during the development of trade-in business, company D should take the used car brand building and promotion into account, and seeking brand premium; Relying on new car sales service capacity, company D should develop and promote the CPO product and used car refurbish product; D company should explore Vehicle Leasing repurchase program, join into car sharing economy, promote the integration and development of new car sales and used car sales.The following content is mainly focus on the promotion of trade-in business, foundation of used car auction platform and development of brand used car. Only with the development of both trade-in business and brand used-car business, can company D successfully achieve the used car business vision.