Received:
2025-08-11 | Accepted:
2025-12-25 | Published:
2026-03-30
Title
Used car marketing strategy recommendation: a structural equation modeling approach
Abstract
In recent years, China's used car market has experienced rapid growth. However, constrained by non-standardization, lack of trustworthiness, and dual competitive pressures from emerging e-commerce platforms and traditional dealers, optimizing corporate marketing strategies has become an urgent priority. This study takes three first-tier city used car enterprises—Beijing Guazi, Guangzhou Cheyou, and Shanghai Youxin, as research subjects, employing quantitative research methods to explore the influencing factors behind performance improvement in the used car industry. The results show that: (1) the marketing mix (4Ps) serves as the core driver of customer satisfaction, attractiveness, and corporate performance, directly determining the effectiveness of personalized marketing implementation; (2) while personalized marketing requires precise execution, external environmental factors exert limited influence; (3) enhancing corporate performance necessitates the synergy of both marketing and non-marketing factors. Based on these findings, it is recommended that enterprises center their efforts on the 4Ps to optimize product pricing, channel integration, and other aspects, deepen big data-driven precision personalized marketing, and establish a full-link mechanism of "acquiring customers through marketing—retaining customers with quality—locking in customers via service." This study provides empirical support for strategy optimization in used car enterprises and enriches both the theory and practice of marketing transformation in the industry.
Keywords
China, used cars, improve performance, marketing mix, personalization, quantitative research
JEL classifications
O11
URI
http://jssidoi.org/jesi/article/1388
DOI
Pages
10-24
Funding
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
References
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