Research On The Marketing Strategy Of The Second-hand Car Business Of Hongqiao Company

Compared with developed countries,the used-car market in China started late。Since entering the 21 st century,with the rapid development of our national economy,the domestic used car market has maintained an unprecedented development speed.In the past decade,the second-hand car market has not only developed faster and faster,but also diversified its business model and gradually improved its trading process.The great prosperity of the used car market will inevitably lead to the fierce competition among the major used car companies.Under this background,second-hand car enterprises want to expand the scale,occupy the market,and continue to develop.The choice of marketing strategy is particularly important.This paper takes the used car business of Hongqiao Company,a typical used car company in Baotou City,Inner Mongolia as the research object.Through the analysis and research of the development status of the used car business of Hongqiao Company,it chooses suitable development strategy for it.First,introduce the current development status of Hongqiao Company and find out the problems encountered in the process of development.On the basis of effective analysis and inquiry,It is proposed that Hongqiao’s used car business lacks the corresponding effective talents,the replacement business has not been able to adapt to the existing mature promotion means,the single marketing channel,the second car’s post-market business needs to be further developed,the used car market has a single marketing channel,and the pricing method does not reflect the differences.And...Therefore,Hongqiao needs to improve its marketing strategy to meet the needs of the market.Secondly,from the macro environment,micro environment analysis of Hongqiao Company.The macroenvironmental analysis mainly uses PEST analysis method.The micro-environment is mainly concerned with competitors.Its own environment mainly to Hongqiao human resources management analysis,corporate management analysis.On the basis of environmental analysis,SWOT analysis is carried out on the used car business of Hongqiao Company,and the advantages,disadvantages,opportunities and threats are analyzed in detail.Through the analysis to understand the market consumer demand for used cars,compared with competitors,what is the competitive advantage of hongqiao company,the opportunity and threat brought by the outside world,for the improvement of subsequent marketing strategies laid the theoretical foundation.Thirdly,according to the current situation of Hongqiao Company,the company’s STP analysis is analyzed from three aspects: market segmentation,target market selection,and market positioning.Finally,put forward alternative marketing strategies from four aspects: product,price,channel and promotion,and make corresponding safeguard measures.By analyzing and improving Hongqiao’s marketing strategy,it aims to increase the market share of Hongqiao’s used car business.Break through the current development shackles,effectively maintain customer loyalty,expand the company’s market share,expand the company’s scale.At the same time,build and implement a second-hand car marketing system that meets its own development and consumer needs,and eventually form a brand with good reputation and satisfaction in the eyes of consumers.