Research On Gansu Gonghanglv Pawn Co.Ltd's Second-hand Luxury Marketing Strategies

According to statistics,by the end of 2017,the total sales of the Chinese luxury goods market reached RMB 142 billion,an increase of 20% over the same period of last year.However,Chinese consumers also have strong purchasing power overseas.At present,32% of the total luxury sales in the world come from the consumption in China Who accounted for the highest in all countries and regions.The rapid increase in the purchase of luxury goods is the rapid rise in the stock of luxury goods.Through the calculation of total luxury spending in recent years,the 5-year cycle of luxury goods worth about 300 billion euros,and currently circulating in the market of second-hand luxury market,according to the statistics less than 10 billion yuan,so this will be a potential High growth industry.Although Gansu is located in the northwest,but according to market interviews that the current luxury sales in the province is also very impressive,high stock,is a market to be developed.Gansu Gonghanglv pawn limited liability company with a registered capital of 200 million yuan,is the Gansu Province,is currently the largest registered capital in Gansu Province,due to the traditional pawn business Squeezed by the small loan companies and online P2 P companies in the market,coupled with the current credit risk increase,the company focused on the layout of the luxury sales business,seeking development.This article mainly analyzes and designs the marketing strategy of luxury travel when it comes to public aviation travel.On the basis of introduction of marketing related theory,this article analyzes the internal and external environment facing the luxury travel sales of air travel,The model analyzes the external environment,analyzes the situation of the industry by Porter's Five Forces Model,analyzes the marketable strategic direction through the SWOT model,sets up the marketing strategy through the STP subdivision,and finally formulates the public aviation travel pawn through 4Ps Absolute luxury marketing strategy,the final development of marketing strategy implementation guarantee.I hope this paper can provide guidance on marketing strategy and management of luxury goods sales when it comes to public holidays,and also hope to provide reference for the marketing methods of similar enterprises.