Research On The Marketing Strategies Of Used Cars For G Company

With the China's vehicle population increasing,many automobile OEMs are facing the problems of economic downturn and the decline in sales growth of new cars.But at the same time,the proportion of car redemption is gradually increasing.The policy introduced by the government has promoted the vigorous development of the used car industry.Many used-car online trading platform have rapidly occupied people's attention.The above is also opportunities for the development of the automobile OEMs.In order to adapt to changes in the market environment,meet the market challenges and seize market opportunities,G company will focus on the development of used car business(trade-in business and brand used car business).G company hopes to enhance the reputation of the brand by retaining the old customers through the trade-in business.By the brand second-hand car business,G company can enhance the competitiveness of vehicle sales,increase the operating profit,and seize the low-end market to cultivate high-quality potential customers for the future sales of new cars.The first chapter gives a brief exposition of the research background,purpose and significance,research content and ideas and methods.The second chapter summarizes the marketing theory foundation related to this article,and reviews the literatures about the marketing of the used cars.The third chapter analyzes the current situation of the used car business,sums up the existing work situation and summarizes the main problems in the marketing work.And based on these problems,the author analyzes the marketing environment of the G company's used car business in the fourth chapter.Under the premise of observing the overall situation of the domestic used car market,the author analyzes the G company's used car business from the consumer,competitors and their own strength.The fifth chapter is the focus of the article.In this chapter,the author makes STP three-step strategy and based on that develop the 4P marketing strategies of the company's used car business.Finally,in the sixth chapter combined with the reality of company's used car business,the article elaborates some safeguard measures of marketing strategies from the marketing concept,the adjustments of organizational structure,the staff,the partner and the expense.