Research On Gome's Marketing Strategy For Secondary Market

In China, the household appliances retailing industry, without any remarkable business concentration, is still on the primary development stage, so that there is not any single market player has dominating advantage in this area, especially regarding the secondary retailing market for household appliances, which basically can be called as a to-be-developed market. However, the secondary retailing market for household appliances is one with great potential, and is a most essential and valuable part for the standardization of household appliance retailing industry. Therefore, for a household appliance retailing enterprise, developing a flourishing secondary market becomes a most effective access to realize its full-dimension business mode and to gain dominating competitiveness in this industry.Due to the special geologically economical situations in the secondary market, the marketing models and experience in the first-grade market can not apply, so it becomes essentially important to develop a special marketing strategy for the secondary market to gain triumph in this area。Based on the analysis for the secondary market, a household appliance retailing enterprise should be very clear about its own market positioning, so that it can work out proper marketing strategies for the secondary market, with full use of its advantage resources.Beginning with the analysis on Gome, the leading player in household appliances retailing market in China, marketing experience, this article exposes the difficulties and risks in this area, and eventually leading to some proposals for Gome to develop marketing strategic for secondary market。The article proposes it should be an effective way for Gome to develop the secondary market with the areas of high market demand or other easier access and to identify its market stores as"residential stores". Facing competition, Gome should adopt"Differed Service Strategy"to work out, by combining the elements of products, price, resource and promotion, its unique product and service strategies specially for the secondary market, with special emphasis on Gome's professional and brand advantages, which doubtless should be continuously strengthened all the time.