Research On The Service Marketing Strategy Of Used Cars Of Yunnan TC Company

With the rapid development of the economy in China,the continuous improvement of national income level,the rapid development of automobile market,the increasingly mature automobile consumption behavior,and the consumption demand of used-car have also entered a stage of rapid growth.The competition in the used-car market intensifies,and a large number of used-car dealers enter the market.The development of the Internet also promotes the rise of the used-car platform.In order to occupy the market and achieve development in the incentive competition,used-car companies need to formulate their own reasonable and effective service marketing strategies.TC Company has been deeply involved in Yunnan market since its establishment,and has abundant local market resources.However,as a typical small and micro used-car company,it occupies a limited market share.Facing the increasingly fierce market competition,the company must optimize its current service marketing strategy to enhance its market competitiveness and achieve long-term development.At the same time of analyzing the basic situation of TC Company,this paper systematically expounds the domestic and foreign scholars on the used-car market marketing theory and related marketing strategy research results.This paper uses PEST,SWOT,Porter Five Forces three methods to analyze the macro environment and the industry environment.Subsequently,it studies the problems in the marketing strategy of TC Company by interview method and questionnaire method.Combined with the analysis of the current situation,it can be concluded that the main problems in the service marketing strategy of Yunnan TC Company are as follows: lack of high-quality used-car supply channels,imperfect after-sales service,inaccurate price positioning,and lack of popularity in marketing channels,creativity in promotion forms,lack of professional ability of marketers,imperfect service flow and poor physical display effect.Combined with 7P marketing theory,the corresponding optimization strategies are worked out.Product strategies include expanding car sources,improving car quality and selling brands centrally,improving after-sales service;Price strategy includes optimizing pricing methods and price adjustment methods to provide financial services for consumers;Channel strategies include offline channels,online channels,multi-channel integrationand and establishing inventory management;Promotion strategies include all-staff promotion,word-of-mouth promotion and member formulation;People strategies focus on employee motivation and staff training;The process strategy includes the improvement of service flow and the provision of service efficiency,and the physical evidence strategy includes the display of vehicles,showrooms and companies.Finally,the full text is summarized,and the future prospect is put forward according to the shortcomings.