Research On The Second-hand Car Marketing Strategy Of Company A

China's second-hand car market is on the whole in a critical stage of transition from the start to grow.Although the market growth is very fast,there are also many problems,for example,information asymmetry,vicious competition and so on,which not only affects the healthy development of second-hand car market,but also has brought many negative effects to the industry and enterprises.At present,the second-hand car market has become an important part of China's automobile industry chain;its important position in the automotive market is being strengthened constantly.With more and more second-hand car enterprises setting up,the whole industry competition presents the trend of escalation,which objectively requires enterprises should attach great importance to the design of marketing strategy,to develop effective marketing strategies tightly according to the change of market environment,so as to provide a good guarantee for the enterprises to better cope with the competition.This thesis does research on the marketing strategy of second-hand car enterprises,taking company A as the research object.Based on the industry marketing environment,combined with the method of 4P marketing theory,integrated use of literature research,comparative study and investigation,analysis is carried out on the marketing environment and the problem of its marketing strategy,and the effect prediction.This article designs a questionnaire on company A's second-hand car marketing condition,grasps comprehensively the second-hand car marketing problems of company A,and combining the enterprise strategy goal,puts forward the suitable and practical product strategy,price strategy,channel strategy,promotion strategy.Finally,the guarantee measures of marketing strategy implementation are summed up,i.e.the innovation of the marketing idea,marketing organization,perfect marketing team construction,at the same time the marketing effect is predicted.It is hoped that this study can help company A develop more targeted marketing strategies,so as to enhance its marketing level,and provide a good guarantee for its better development.