Research Of Internet Marketing Strategy Of Youxin Second-hand Car

With the rapid development of our country’s economy,Cars have gradually become an indispensable part of people’s life.Because of second-car having price advantage,the development momentum is getting better and better.Thanks to the development of Internet technology,the combination of second-car and the Internet has made the second-car market more widely traded.However,the second-hand automobile e-commerce industry started relatively late and still needs further improvement.The key factor for the success of second-hand e-commerce is whether it can effectively play the beneficial role of marketing strategy,improve the marketing effect of second-hand e-commerce and win the welcome of consumers.This paper takes using second-car as the research object,base on the present situation of second-car marketing in China,investigates the basic situation of second-car,and analyzes the existing problems of second-car marketing,so as to put forward corresponding marketing strategies.Firstly,based on the induction and analysis of the research literature,the theoretical basis of second-hand car Internet marketing is clarified from the definition of second-hand car a,seven marketing modes of second-hand car,STP analysis method,PEST theory analysis,4P theory analysis.Secondly,it summarizes the development history and characteristics youxin second car,and makes an in-depth discussion on the target market,market positioning and scientific and technological environment of youxin throughs PEST analysis,4P theory analysis,and market environment analysis.Then,in the best faith second-hand car marketing present situation analysis and optimal used car sales,popular brands and models,car clinch a deal price,the user’s age distribution,various cities out of proportion,etc,on the basis of survey data,found that lack of vehicle source,no difference in value-added products;Offline stores are insufficient and offline services are passive,the product price is high,the value-added preferential is few;Single promotion channel,lack of innovation.To solve these problems,this paper puts forward STP strategy from the aspects of market segmentation,target market and market positioning.At the same time,it puts forward optimization countermeasures for the marketing strategy of youxin second-hand car,and thinks that youxin second-hand car should enhance the development and improvement of online products and offline services,through the establishment of the price comparison system and the increase of the preferential intensity of value-added products to improve the price advantage,and from themobile APP,WeChat public number and other aspects of diversified channel promotion.Finally,through personnel introduction and training,performance appraisal system and other institutional guarantee,technical innovation,security guarantee,after-sales service improvement measures to ensure the effective implementation of youxin second-hand car Internet marketing strategy optimization countermeasures.