The Research On Marketing Strategies Of Automobile E-commerce For YC Company

The private car market in China has entered into a accelerated phase since 2009,with six times ranked first in the world on growth rate of car sales.But the car ownership for every thousand people is still lower than the world average level.As the improving of residents' income and living standards,there is a big development room for the automobile market.At the same time,the traditional car marketing model,such as 4S stores,will be influenced by the development of mobile Internet technology,and gradually formed the automotive e-commerce market.At present,the automotive e-commerce is still in the development period,and without mature business model.Therefore,there are many marketing problems in the process of strategic transformation,especially for the automotive e-commerce YC Company.Taking YC Company as the research object,its marketing optimization problems are studied in five steps in this paper.Firstly,the main research content and conclusions about automotive e-commerce are mastered through the literature review at home and abroad.Secondly,the theoretical basis is built based on the inductive features of automotive ecommerce.Thirdly,the marketing issues of YC Company are summarized from the product,price,channel and promotion,according to the internal and external environment analysis.Then,the target market is set using the STP analysis.Finally,marketing optimization strategy for automotive e-commerce of YC Company,which consist of product,price,channel and promotion.After the comprehensive application of literature review,investigation and model analysis and other methods,the main conclusions are obtained as follow.Firstly,automotive e-commerce marketing can be classified into service marketing.Its characteristics includes increasing e-commercialization of the whole industry chain,main position of the car dealer,and depreciation of offline transactions.Compared with the traditional car marketing,automotive e-commerce needs compound marketing talent,new marketing idea,more diverse marketing form,wider marketing channel and more diverse settlement pattern.Relative to the general e-commerce,automotive e-commerce is facing more cautious consumption concept,and needs for more efficient logistics network.Secondly,information services,transaction services and digital integrated marketing services are three main business for YC company.Considering the better market environment constrained by more and more relative policies,There is a big chance for YC company development in automotive e-commerce,after its operations on technological innovation team,accurate marketing basing on big data O2 O Trading services layout and so on.At same time,its behaves many marketing issues.For product,customer conversion rate is low,competitive products for automotive aftermarket is shortage,and product profit is facing a huge volatility.For price,it is lack of pricing rights,has higher operating costs caused by offline service investment,and lower advertising price affected by the lack of consumer confidence.For channel,the market competition led to increased loss risk of car dealer,and emerging new business model leads to customer churn.For promotion,attractiveness of promotion is less strong as direct price promotions decline in the bad background.Thirdly,the present automotive e-commerce businesses of YC company just cover some key links of the whole industrial chain,automotive information and automotive transactions in detail,which mainly focus on the layout of automotive transactions.At present,the business structure arming its target market is more reasonable,which promote automotive transactions and automotive finance through automotive information business.The business structure determines the choice of the target market,i.e.specialized target markets.And further form the market positioning,which can be described as the leader of automotive e-commerce transaction services,then expend to be full range service providers of automotive e-commerce.Finally,in order to better marketing strategy for YC Company,several measures should be adopted.On one hand,outstanding performance,vicious competition avoiding,and special service support have to be taken care for the benefit of dealers.On the other hand,convenient and affordable platform,consumption traps avoiding,professional guidance and privacy protecting have to be focused for consumers.Prices fixed in terms of transaction fees and brand should be taken as main pricing methods.The marketing channel should be optimized online by column settings optimizing,content readability improving,and business entities reliability strengthening,and optimized offline by rigorous selection of partners.In order to form a more effective promotion,diversified and direct price promotions should be used.Finally,implementation of the optimization strategy depends on the strong support from concept of change,human resources,financial resources and technological innovation.The innovation of this paper might be described that,it summarizes the market characteristics of automobile e-commerce,and builds a 4P analysis framework integrating external environment with target market.Based on this framework,a comprehensive and proposed optimization strategy for automobile e-commerce marketing are put forward.