Research On Optimization Of Marketing Strategy Of Used Car Company Of Gansuzhengrui

Since China's reform and opening up,the development of automobile industry has made rapid progress,especially in recent years,people's living standards have been significantly improved,and automobile has become a necessity of people's work and life.With the continuous growth of new car sales in China,the second-hand car business is also developing rapidly.The introduction of national policies has promoted the vigorous development of the second-hand car industry and entered a new stage of rapid development.Through the research,we found that China's second-hand car market has great potential for development,and some regions in China have shown significant achievements in benchmarking second-hand car enterprises worthy of peer learning.Gansu Zhengrui second-hand car company is a traditional second-hand car dealer in GansuProvince.It has been established for four years.Its sales network is mainly distributed in GansuProvince,and the annual sales volume of second-hand cars ranks first among peers in Gansu local market.But in the past two years,the second-hand car network trading platform has been emerging,and the overwhelming advertisements are everywhere in elevators,bus stops,subway stations and TV dramas,which has formed a huge competitive pressure on the traditional second-hand car market.In the face of such a hot second-hand car e-commerce platform,gansuzhengrui second-hand car company as a traditional second-hand car company,where is its survival way? Based on this situation,it is bound to be combined with the actual situation to create a "regional" second-hand car market,deeply understand the differences in consumer demand caused by regional differences,and then make consumers purchase more intensely.This requires Gansu Zhengrui second-hand car company to provide customers with high-quality services and ensure the convenience for consumers,at the same time,combined with the local actual situation,to formulate targeted marketing programs.This paper focuses on what kind of marketing strategy should GansuZhengduansecond-hand car develop in the face of increasingly fierce competition in the market environment,to achieve the transformation and upgrading of the strategy,and then carry out the corresponding management and maintenance,and finally provide guarantee for the realization of the company's strategic objectives.and the annual sales volume of second-hand cars ranks first among peers in Gansu local market.But in the past two years,the second-hand car network trading platform has been emerging,and the overwhelming advertisements are everywhere in elevators,bus stops,subway stations and TV dramas,which has formed a huge competitive pressure on the traditional second-hand car market.According to the company's internal and external resources and environmental conditions,this paper analyzes the company's marketing strategy,and on this basis,studies the shortcomings of the company's marketing strategy.Using the marketing management theory and methods,according to the characteristics of the industry development and the actual situation of the enterprise's own development,this paper makes targeted marketing strategic objectives and corresponding marketing parties And the marketing innovation is studied.