Research On The Digital Transformation Of J Second-hand Car Marketing

Since the reform and opening up,China’s economy has continued to improve,per capita GDP has exceeded $10,000,the purchasing power of ordinary people has increased,making cars become popular consumer goods.With the accumulation of new car sales year by year,China currently ranks second in the world,and is expected to surpass the United States in 2021,becoming the world’s largest car stock market.The state attaches importance to the development of second-hand car industry and has issued corresponding policies.In 2021,the two sessions explicitly proposed to cancel the unreasonable restrictions on second-hand car trading.Second-hand car industry also has a lot of problems restricting the development,second-hand car as a non-standard product,belong to the natural lemon market,transaction information asymmetry,lack of security after sale.With the second-hand car industry paying more and more attention to honesty,the disclosure of second-hand car trading information is gradually developing to open and transparent,and the number of people buying second-hand cars will gradually increase,which is an opportunity for the second-hand vehicle platform.With the rapid development and strong penetration of Internet technology,digital marketing came into being,which deeply affected consumers’ consumption behavior.The traditional marketing method is one-way,the Internet has constructed the platform of equal dialogue between enterprises and consumers,so that enterprises can timely insight into consumer demand.As the general direction of future marketing,digital marketing has changed the traditional marketing methods and means of most enterprises.Enterprises are always in a competitive environment,J second-hand vehicle platform is located in Nanchang City,Jiangxi Province,is the leading enterprise in Jiangxi second-hand vehicle platform.In recent years,the second-hand vehicle platform has gradually increased,and the competition between the markets has intensified.The sudden outbreak of the epidemic in 2020,as well as the environmental changes and technological changes such as VR、 block chain and commercial use of 5G technology,the J second-hand vehicle platform needs to go with the flow,adjust its management policy,formulate new marketing strategies,carry out digital transformation,and enhance the competitiveness of enterprises.Based on the digital economy era,the digital transformation of enterprises is the premise of the general trend.This paper studies the marketing work of J used vehicle platform from the perspective of marketing.Secondly,the development of used vehicle platform at home and abroad is analyzed,and the predicament and choice of real market are pointed out.This paper introduces the general situation and development course of J second-hand vehicle platform again,and analyzes its macro environment,micro environment and STP,so as to make clear the problems existing in J second-hand vehicle platform,and further analyzes the motivation of digital marketing transformation in second-hand vehicle platform.Finally,based on 4P theory,the digital marketing transformation strategy of J used vehicle platform is given,and the safeguard measures are put forward.This paper is universal in the construction of digital used vehicle platform,the development of online and offline integration marketing and the creation of brand used vehicle platform and conforms to the development trend of used car industry,which has certain reference significance for the transformation and upgrading of used vehicle platform.