| The development of auto industry changing greatly promote the industry development innovation,The development of the auto producers have been transform from pure "supply mode" gradually to "industrial chain model".To businesses,The development of the second-hand car marketing originally found on the tilt the balance of profit growth point.The rapid development of domestic second-hand car market in recent years,not only largely promote the business of automobile market of China,but also provide a lot of employment opportunities to the national economy.Especially in recent years,the second-hand car market development faster and faster.So the choice of the marketing strategy is particularly important.So the second-hand car market needed to adjust measures to local conditions,and combined with local characteristics,it can effectively expand the used-car market.Based on the used car business market of Zhonhao company as the research object,through the analysis of the company’s existing problems and research,respectively to product,price,place and promotion to put forward the corresponding marketing countermeasure and measures of the implementation of the security work late.First according to the present,the development of the company present situation found problems in the current production,on the basis of analysis and inquiry found Zhonghao’s brand positioning is not clear,such as it has single pricing.Zhonghao company is located in Ji Lin Shuang Liao.Aimed at combining the used-car market flexibility and local indigenous culture,leading the local used car market.On the one hand,the company is in the early stage of the Zhonghao,there is no large enough money to support the product development and marketing;Company distributors,on the other hand,number less,channels of a single,less permissions.Mainly engaged in gathering the customer’s information answering the daily questions.On used carproduct pricing and product packaging is the lack of the difference.Therefore,the company needs to improve their own marketing strategy to adapt to the demand of the market.Secondly,respectively from the macro environment,micro environment analysis of Zhonghao in the company,including macro environment analysis is mainly involved in the policy environment,technology environment,economic environment and social environment analysis;Micro environment mainly from the market environment,competitors,environment and the demand and so on were analyzed.Again,the SWOT analysis of Zhonghao company,respectively from the strengths,weaknesses,opportunities and threats were analyzed in detail,from the aspects of product,price and channel three aspects to be put forward.Through the analysis on what are the competitive advantages compared with competitors,what opportunities and threats posed by the outside world,to understand the needs of the consumers and lay a theoretical foundation for subsequent marketing strategy improvement.Finally,in view of the present situation of Zhonghao from marketing segmentation,choosing target market,marketing positioning three aspects to analyze the STP.Therefore,they make rational marketing strategy,and put forward the corresponding security measures.Zhonghao company aimed at promoting enterprise competitiveness,optimizing enterprise resource configuration,improving enterprise efficiency,by analyzing and improving the marketing strategy.Zhonghao company can effectively maintain the existing consumer groups,discover potential customers make the enterprise develop better and faster. |
