The Research On Used Car Business Development Strategy Of M Group

With the continuous and high-speed development of automobile industry and the continuous improvement of people’s living standards,China has entered the ranks of the world’s automobile production and consumption powers.According to the data of Automobile Industry Association,in 2019,China’s car ownership will reach 260 million,the growth rate of new car sales will decline year by year,the contribution of new car sales to profits will gradually decrease,and the market potential of second-hand car will be huge,so many companies will work hard to accelerate the layout of second-hand car business,trying to carve up this cake.Sanma Cars(hereinafter referred to as "M group")is mainly engaged in parallel import cars.In order to seize the market opportunity under the current economy environment,it started to develop the second-hand car business in 2018.The main purpose is to promote the sales of new cars,improve the post car market value chain,and enhance customer dependency.However,the effect is not significant so far.M group only carries out replacement business with a single trade type.Second hand car business is growing slowly.In order to meet the market demand and seek new profit chance,the second-hand car business development strategy of M group needs transformation and upgrading.Based on the comparative analysis of the development history and current situation of the second-hand car at home and abroad,and referring to the experience at home and abroad,this thesis analyzes the strengths,weaknesses,threats and opportunities of the second-hand car business of M group,based on the difficulties of M group in developing the second-hand car business,such as the shortage of professional talents,the lack of obvious assessment system,the impact of e-commerce,and the deep development of the second-hand car market.This thesis discusses and studies the competitive advantages of M group’s second-hand car business from strengths,weaknesses,threats and opportunities,and according to the current situation of M group’s development,propose related strategies from products,departments,sales,channels,etc.Finally,the corresponding safeguard measures will be taken to form a complete set of second-hand car business operation mode.This thesis focuses on how to expand M group’s second-hand car business,focusing on personnel training and ensuring the openness and transparency of car information,solving the problem of information asymmetry.In view of the current complex situation in the second-hand car market,it plays a good guiding role in changing potential users’ consumption view and pushing the second-hand car market standardize,finally promotes the sustainable and healthy development of the second-hand car market.