Research On The Optimization Of Marketing Strategy Of "Zhi Er" Second-hand Luxury Goods Trading Platform Based On Consumer Behavio

Since 2018,with developing of the market economy of China,the per capita disposable income has been increasing,and luxury consumption has gradually become a future trend.Although outbound travel is limited under the influence of the global epidemic,many Chinese consumers have begun to choose to buy luxury goods in China and have shown high consumption enthusiasm.In the past decade,the development of second-hand luxury goods in China has accelerated.With the rapid development of the Internet,sales channels have been broadened,and the online second-hand trading platform has also ushered in its rapid development period in China.According to the survey on the age composition of second-hand luxury consumers,it is obvious that the consumer groups in the second-hand luxury market of China tend to be younger.Influenced by the social environment,personal economic strength,consumption habits,and consumption motivation,the practice of buying a second-hand luxury at half the price of a new product or even lower than 70% of the price of a new product just meets the consumption needs of this group of people.At present,there are a number of second-hand luxury e-commerce platforms in China,including "ZZER",which mainly deal in second-hand luxury consignment and earn service fees from transactions by providing recycling,consignment,after-sales,maintenance and other services.Beside,Second-hand consumption coincides with the concept of sharing economy and environmental protection cycle that has been advocated in China in recent years.For the domestic market,the development of the second-hand luxury e-commerce platform in the future has a bright prospect.In this study,starting from the perspective of consumer behavior,In the consumer behavior under the guidance of the theory and the theory of 4CS,will be established to grasp the psychological motivation,consumption level,social environment and other characteristics of consumers in the consumption of second-hand luxury goods.In combination with the current domestic consumption environment,residents’ consumption concept and other factors by establishing the SICAS model,the problems existing in the marketing strategy of the "ZZER" platform will be analyzed to put forward optimization suggestions for the marketing strategy of the "ZZER" second-hand luxury goods trading platform.