Research On C2C E-business Marketing Strategies Of Second-hand Watch From The Perspective Of Trust

With the rapid development of economy and culture, second-hand luxury watch attract more and more consumers because of its scarcity and value-added features. China has become the world’s largest luxury watch market. Due to the factors as area, pathways, and information, the trade of second-hand luxury watch is moving gradually towards internet consumer market. Consumer confidence as bottleneck restricts the development of C2C E-commerce because of the immaturity of the internet market. From the perspective of consumer confidence, this research is intended to study the marketing situation, problems and solution of second-hand luxury watch C2C E-commerce, thus developing effective marketing strategies.First, based on the research of trust, consumer psychology and marketing theories, this paper analyzes the industry status, profit model, marketing problems of second-hand luxury watch C2C E-commerce. We think consumer confidence is the foundation of the marketing strategies. Secondly, this paper takes watch lovers and ordinary consumers as the research object, with interviews and questionnaire surveys. The research results show that the generation of trust comes from financial security, service assurance, product quality and other aspects. At last, this paper proposes advices of marketing strategy of second-hand luxury watch C2C E-commerce based on the E-commerce supplier system, trading trust system and quality assurance system. These advices provide a reference for second-hand luxury watch C2C E-commerce companies to create a favorable trading environment and to build consumer trust.