Based On E-commerce Model On The Second-hand Car Marketing Strategy

With the continuous improvement of people’s living standard, the increasing need of consumers to buy cars, and the automobile industry in our country has developed rapidly in recent years, the second-hand car market is gradually been recognized by people and boarded the stage of history. In developed countries, the manufacturer’s profit of automobile market mainly comes from the automotive after-market, the second-hand car market is the most profitable part in car of sub-industry.Rapid development of new car market and the large scale of private car ownership, for the development of the used-car market provides a "source" basis; Gradually, standardize the trading environment and the relevant laws and regulations, for the development of the used-car market provides the transaction security. As people’s consumption concept gradually mature, used-car industry will have great market opportunities.The second-hand cars need the support of network technology, the development of second-hand car electrical contractor role more and more obvious, but the network can not completely replace the entity management. With the popular of020model in various industries, used car industry practitioners begin to pay more attention to traditional off-line to cope with the impact of the electricity, energy better play offline. The future development of second-hand cars, will surely combine with the traditional pattern and the new technology.This introduction of article main introduced current situation about the used-car market at home and abroad. Then presented a detailed analysis of the second-hand car current situation, characteristics and main problems of second-hand car marketing in our country. Consequently, put forward suggestions for second-hand car marketing. When developing the second-hand marketing strategy, the article used the SWOT model to analysis the advantages and disadvantages of the used car market in China and facing the opportunities and threats. Then using the STP theory analysis, concluded that small and medium-sized enterprises should first choose used car electric business intermediary niche. Based on the strategic analysis resulted with the4p marketing theory from product, price, channel, promotion four aspects respectively made the second-hand car marketing strategy. Finally, summarized this article views, and outlooked used electricity business in the future.