| With the development of the economy,the total quantity of vehicles in our country is increasing year by year,at the same time,the time of changing car is also shortening,leading to the trading volume of used car in the market.Compared with new cars,used cars have certain advantages in price.Especially with the development of Internet technology,the means of trading used cars are becoming more and more abundant,so they have broad market development space.However,due to the rapid increase in the number of second-hand car enterprises,the market competition is increasingly fierce.Facing fierce market competition,enterprises need to optimize marketing strategy and improve marketing management level.YX used car company is a well-known used car company in our country,which has certain influence in the industry.This paper selected YX Used Car Company as the research object,investigated the company’s marketing situation and marketing strategy,conducted in-depth analysis on the existing problems in its marketing,and then proposed corresponding suggestions on marketing strategy optimization,which has strong practical significance.In this paper,the relevant analysis tools of marketing are briefly described,basic theories related to marketing are explained,research results related to hand-car marketing are sorted out,and then the development history and characteristics of YX second-hand car Company are introduced.In addition,by investigating the sales volume of YX used car Company in different provinces,best-selling brands and models,purchase price,age distribution of users,transaction proportion of moving out of cities at all levels,etc.,the marketing status of YX was summarized,and the company’s current products,prices,channels and promotion strategies were summarized.Subsequently,this paper adopts PEST analysis method and Porter’s Five Forces model to analyze the external environment YX Used car Company faces,and adopts SWOT analysis method to explore the advantages,disadvantages,opportunities and challenges in the implementation of marketing activities of YX Used Car Company.Further,this paper puts forward optimization countermeasures for the marketing strategy of YX Used Car Company,including suggestions for improvement of marketing strategy from the aspects of market segmentation,target market and market positioning,as well as suggestions for marketing strategy optimization such as improving online product competitiveness,enhancing offline service ability,establishing price comparison system and diversification of channel promotion.Finally,this paper puts forward the corresponding safeguard measures from the four aspects of building a perfect corporate culture,training professional marketing personnel,improving the existing management mechanism and rational application of big data technology.This paper investigated and summarized the marketing situation and marketing strategy of YX second-hand car Company,deeply analyzed the existing problems in its marketing and put forward countermeasures,suggestions and safeguard measures,which can further enrich the research results related to the marketing of second-hand car company,and provide reference for YX second-hand car company and other second-hand car companies to improve marketing efficiency and marketing level. |
