Study On Marketing Strategy Of Second-hand Car Business In Guang Wu Automobile Trade Co., Ltd

The second-hand car market will significantly develop,with new cars gradually entering the stock market in China.The second-hand car market in China can be summed up as the rapid growth in sales,regional transactions,‘younger' trading vehicle age,cost-effective second-hand cars popularized,etc.Guang Wu Automobile Trade(GWQM),the established car dealer in South China,has many years of experience in operating and marketing of new cars.Nevertheless,there are still great deficiencies on the marketing strategy of second-hand car of GWQM.The main content of the dissertation includes five parts.First of all,it combs the literature review and theory of related research.Secondly,it analyzes the operation status of second-hand car,mechanism(department,personnel)composition and specific sales channels of GWQM.Then,it analyzes the external macro environment of the second-hand car,and advantages,disadvantages,potential opportunities and threats of GWQM in second-hand car marketing,pointing out that GWQM still has demerits in second-hand car marketing,such as the unclear market orientation,insufficient product service and simplistic brand promotion,etc.,combing with PEST and SWOT.Based on that,the dissertation puts forward countermeasures with STP for the marketing problems of the second-hand car of GWQM,subdividing the market,determining the target market and locating the market,and further formulating the product service,promotion,and e-marketing strategies to solve the status.Finally,it proposes the guarantees of the marketing strategy of second-hand car for GWQM,based on three aspects of marketing system process guarantee,customer relationship management and information system construction,to achieve the marketing strategic objectives of establishing an influential second-hand car brand and building the new revenue growth opportunities of the second-hand car business.The dissertation is to provide the targeted suggestions for the second-hand car business of GWQM.Meanwhile,the suggestions can serve as reference and guidance for the dealers of the same industry so that they can seek out the effective and characteristic strategy.