The R Esearch On Marketing Strategy Of PL Second-Hand Car Company

With the continuous improvement of its economy,China has seen a significant rise in the national income,making the automobile market enter a high-speed development stage.In recent years,China’s auto market sales have increased significantly,with second-hand car sales increasing exponentially.The government has issued a number of favorable policies to regulate and optimize the domestic second-hand car market,providing more opportunities and greater possibilities for the development of such market.Although the second-hand car trade market develops rapidly in China,there is also more and more research in such trade,the related chain management has failed to be fully explored.In this thesis,focuses were made on the PL second-hand car company through the analysis of the whole second-hand car industry environment and strategy,its marketing status was explained based on the vehicle source acquisition,vehicle source pricing,promotion strategy,sales and customer management,the 7Ps theory was used to design the PL second-hand car marketing questionnaire,and the regression analysis was carried out for the questionnaire results.On this basis,the 7Ps theory was used to analyze the existing problems of its marketing strategy,showing that there are problems in its price rationality,channel richness,promotion diversity,service professionalism and vehicle source acquisition channels.Based on the existing problems mentioned above,the marketing strategy optimization scheme of PL second-hand car company was proposed-expanding the source of car purchase channels,establishing the pricing model of second-hand car,broadening the marketing channels of second-hand car,enriching the means and forms of promotion,establishing the customer relationship management system,optimizing the traffic flow when displaying the products and improving the service level of employees.In this thesis,focusing on the current environment of the second-hand car trading market,the optimization suggestions were proposed for the marketing strategy of PL second-hand car company to help it improve its marketing business status,so as to make it better optimize and innovate its marketing strategy,achieving steady growth of its business.According to the characteristics of the development of the industry and the actual situation of the development of PL second-hand car company,and combined with 7P marketing theory,a suitable marketing plan for the company was developed,which is of great significance in enhancing the marketing performance of the company and developing its marketing,and also provides a certain reference for other second-hand car companies to develop their own marketing strategies.