Research On The Marketing Strategy Of Used Cars In Che Yi Pai Company

With the rapid development of China's economy and the gradual increase in household income levels,the number of family car ownership in China has gradually increased since 2000.At the same time as the car ownership continues to increase,the time period for families to purchase cars has been shortened from the original 10 years to 6 years,and the number of used cars has increased year by year.The future development of the used car market in China is huge.Che Yi Pai Company is an internet technology company that provides second-hand car network bidding services for 4S stores and auto dealer groups.In recent years,with the rapid development of Internet technology,specialized second-hand car e-commerce platforms such as used cars and RenRenChe cars have appeared one after another,quickly occupying the overall vehicle source share and network users of the used car market,resulting in the emergence of the Che Yi Pai company.Problems such as reduced vehicle source,loss of website users,and reduced order volume.Through combing the current situation of the second-hand car network marketing of Che Yi Pai Company,the analysis of the current problems of Che Yi Pai Company is mainly due to product simplification,low brand recognition,weak offline service capability and weak network marketing ability.In view of the above problems,this paper first analyzes the macro environment and micro environment by using PEST analysis and Porter's five-force model.In terms of policy and economy,the state issued a policy of canceling the restriction and setting standards for second-hand vehicles.At the same time,as China's GDP growth rate is stable,the income level of residents has also increased significantly.In terms of society and technology,consumer online consumption habits have been developed while information technology and big data technology continue to innovate.These factors indicate that the development prospects of China's used car industry are improving.At the same time as the industry continues to benefit,the Internet technology giants and auto dealer groups represented by BATJ have quietly laid out the field of used car e-commerce,and analyzed the results of the business model of the competitors and the questionnaire survey of consumers.The company's business model and brand influence in the entire used car industry are weak,and the industry is under competitive pressure.Secondly,this paper uses SWOT analysis to analyze the advantages,disadvantages,opportunities and threats of Che Yi Pai Company,establish a marketing strategy matrix,and clarify SO marketing strategy.Finally,the STP model is used to segment and locate the customer groups.It is clear that the company has market positioning from three levels,meets the core customer needs in the main market,focuses on the market,develops new user markets,and finally fills the market and enriches auto finance.Derivatives and design differentiated marketing strategies that match different customer segments.Through the above analysis,the paper finally uses the 7P theory of service marketing as the framework to realize the business coverage of potential target groups through different product combination strategies;adopts the pricing strategy mode to give priority to the stable income source of the Che Yi Pai;in channels and promotions In terms of strategy,strengthen cooperation with C-end users and used car dealers,and use online marketing channels to conduct interactive marketing.Strengthen the management of the Che Yi Pai personnel,as well as the display of the service process,showing the standard service and process control of the Che Yi Pai.Finally,through the performance appraisal system,the authorization guarantee system,the talent incentive system,the technology and the fund guarantee,etc.,the smooth implementation of the network marketing strategy of the car company is guaranteed.