Study On The Channels And Selection Strategy Of The Used Car Dealers In Our Country Under The Background Of Electronic Commerce

With the increasing consumption level of our residents and the changing habits of consumption,people’s consumption demand for cars is growing.However,China’s used car and new car trading volume ratio is much lower than the level of the United States and other countries in Europe,which means that China’s used car market contains great potential.In the traditional used car distribution channels,used car dealers use information asymmetry advantage to earn huge profits,because of the used car e-commerce platform,the profit margins of the used car dealers is squeezed,and even worse,some used cars e-commerce platform steps up a direct transaction between buyers and sellers,which is a serious threat to the survival of used car dealers.Therefore,in the context of used car e-commerce,The channel selection of used car dealers is essential,which is related to its survival and development.This paper will chose the used car dealers as the research object and study its channel and channel selection strategy.The main content of this paper includes four parts.Firstly,the article summarizes the overall situation of China’s used car market from the aspects of used car distribution channel,used car market development history,Development status of used car market,traditional used car market and used car e-commerce,which focuses on used car e-commerce and used car e-commerce Platform.The used car e-commerce platform is divided into four patterns,such as C2 B,B2B,B2 C and C2 C,in which only C2 C pattern has no relation with used car dealers;Secondly,based on the definition of marketing channels,this paper gives a definition to "buying channel of used car" and "selling channel of used car" according to used car dealers Business division.Used car e-commerce platform opened up a used car circulation of electricity business channel,coupled with the traditional distribution channels,the "buying channel of used car" and "selling channel of used car" of used car dealers can be divided into two channels of traditional channels and electricity,So when the used car dealers collect and sell used cars,they face two strategies to select,one is "traditional channel strategy" and the other is "mixed channel strategy" which is composed by the traditional channels and electricity channel;Thirdly,this paper uses the method of evolutionary game to establish the evolutionary game models of the used car dealers and their trading object channel selection behavior.By analyzing the channel under the influence of different factors,we can obtain the evolution rule of the channel selection.Finally,from the point of view of the used car dealers,this paper provids the strategy suggestion of channel selectiont for the used car dealers under different stable states.The study of this paper broadens the definition of channels and the research scope of channels.different from the commonly used research methods of other channels research,this paper selects the evolutionary game theory as a research tool,the research conclusion gives theory guide to the used car dealers when they select channel in the future operation.