Study On The Best Marketing Strategy Optimization Of Weijia Second-hand Car

With the gradual increase of the number of new cars,the car has become the preferred means of transportation for millions of households.The huge new car ownership must have a corresponding used car trading platform and supporting services.As the leading enterprise in the automobile industry in Henan Province,Henan Weijia Automobile Group has used more than 1,000 annual transactions of used cars in the country,Henan has used more than 500,000 annual transactions of used cars,nearly 10 million vehicles are owned in Henan Province,and 1,000 people own 100 cars.,Second-hand car transactions and car swaps have entered a period of rapid development.In the coming period,major capitals have invested in a variety of used-car trading platforms,advertising has skyrocketed,and they have played a very good role in educating consumers about used cars.It is against this background that it has put forward the concept of developing its own brand of used cars,and has achieved initial success after the development in recent years.At present,the Vega used car trading center spreads across 11 provinces in the province,with annual sales and procurement of more than 8,000 units.Based on the analysis of the industry environment and strategy of the entire used car,this paper focuses on the status quo of the existing product strategy,pricing strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy,and service strategy of the used vehicle.Through analysis,it was found that there are more than 20,000 types of used car models,the brand is not concentrated,the unit price of the product is low,the vehicle age is relatively long,the number of kilometers is high,the condition of the car is poor,there are many wholesales,there is little retail sales,there is no base customer,and there is basically no service for selling cars.Based on the above issues,we conducted an in-depth analysis and proposed to optimize the vehicle structure,focusing on Dongfeng Nissan,SAIC-GM,FAW-Volkswagen,SAIC-Volkswagen,Toyota,Honda,Audi,Mercedes-Benz,BMW,Beijing Hyundai,and Jeep as the main vehicles.The brand's key models increase theunit price to 100,000 yuan.Set up a pricing center,scientific pricing to meet market demand.Decomposition of the procurement process,vehicle status identification,pricing,and negotiation have different roles,reducing the employee's threshold of practice.Diversification of channels,making full use of the 4S stores throughout the province as a place for brand promotion and gathering customers,and then actively embrace the Internet and new media to expand the audience.Increased service and worry-free protection measures,7 days no reason to return,30 days quality warranty,40 minutes rescue arrived in the province,two years of free maintenance and other optimization measures,and the implementation of optimization measures to put forward the corresponding safeguard measures to form a set Complete used car operating model.This dissertation focuses on researching how the dealership group develops its own brand of used cars,and puts emphasis on the need for distributor groups to focus on the development of offline trading platforms and the corresponding optimization of marketing measures for offline trading platforms.There is a good reference for the chaos in the current domestic used car business.