Research On The Marketing Strategy Of Guazi Second-hand Cars Strictly Selected Offline Store In Yancheng

As the world's second largest car holding market,China's car holding reached240 million in 2018,an increase of 22.85 million or 10.51% over 2017.In recent years,China's national economy has been growing rapidly,the domestic car holding is also rising rapidly,and people's acceptance of second-hand cars is increasing at the same time.Second-hand car trading has entered a rapid development stage,which not only promotes the elimination of old cars,but also drives the sale of new cars,stabilizes the production of new cars,and further promotes supply-side reforms,thus driving the synchronous development of the upstream and downstream industries in the car industry chain.With the development of mobile Internet and the concept of "internet plus",China's e-commerce industry is developing rapidly and permeating into various industries.Among them,e-commerce information service enterprises are constantly emerging,used car transactions are gradually shifting from offline to online,and used car enterprises are gradually providing users with information and technical services through e-commerce platforms.Such a competitive environment has impacted the traditional used car marketing mode.Second-hand car trading must actively embrace changes.Combining with the enterprise's own marketing needs and the regional market competitive environment,it is necessary to formulate marketing strategies and implementation methods that meet the enterprise's development goals.The main research object of this article is Guazi Second-hand Cars Strictly Selected Offline store in Yancheng.The store is located on the 3rd floor of Yongning Auto City,Yandu District,with a total area of 1800 square meters and more than 80 vehicles.Until May 2019,Guazi Yancheng Second-hand Cars Strictly Selected Offline store had sold 726 strict selection vehicles,with annual turnover exceeding 50 million.However,during the specific store operation process,Guazi Second-hand Cars head office "grabbed" the marketing management of each offline store and had a high degree of control over the marketing methods of each store.At the same time,Guazi Yancheng Second-hand Cars Strictly Selected Offline store only copied the marketing strategy of the head office because of its lack of research on the local regional market segments.This has resulted in the success of corporate strategy formulation,the success of offline stores in cities,the failure of corporate strategy formulation and the failure of offline stores.The purpose of this article is to study the marketing strategy of Guazi Second-hand Cars Strictly Selected Offline store in Yancheng regional market,and to discuss how to make a marketing strategy plan more suitable for the local regional market competition environment based on the overall marketing strategy and management of the head office as a second-hand car platform offline direct store,so as to realize the good performance and development of enterprises in the regional market.It can provide reference for other Guazi Second-hand Cars Strictly Selected Offline stores to formulate marketing strategies.