Marketing Strategy Effectiveness for Automobile Dealers in China
DOI:
https://doi.org/10.5281/zenodo.15220323Keywords:
Automobile dealers, effectiveness, marketing strategyAbstract
This study examined the effectiveness of marketing strategies for automobile dealers in China, emphasizing the 4Ps: product, place, price, and promotion. Using a descriptive research design, data were collected from 100 respondents across first-, second-, and third-tier cities through stratified sampling. Findings indicate that most respondents were male, aged 44 and above, with lower educational attainment and less than 12 years of service. Marketing strategies related to product, place, and promotion were highly effective, while price strategies were moderately effective. Significant differences in product effectiveness were observed based on gender, whereas no significant differences were found in price, place, or promotion when grouped by demographic factors. Based on these findings, it is recommended that automobile dealers establish expert groups to develop and implement marketing strategies effectively. Training programs should be conducted to enhance sales personnel's understanding of the 4Ps. Additionally, disseminating study findings to automobile dealers and sales personnel can provide valuable insights into improving marketing strategies. Future researchers are encouraged to analyze this study’s results and methodologies to inform their research on similar topics.
References
Hussain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer
Ibarra, D., Ganzarain, J., & Igartua, J.I. (2018). Business innovation through industry 4.0: A review. Procedia Manufacturing, 22(1), 4-10.
K. Sharipov and U. Zaynutdinova, “Theoretical Description of Marketing System of Automotive Enterprises,” E3S Web Conf., vol. 383, p. 05002, 2023, doi: 10.1051/e3sconf/202338305002.
L. K. D. Boboev (2022) , “Effect of Marketing Communication in Promoting Organizational Sales: A Case Study of Lada Uzbekistan Company,” Am. J. Appl. Sci., vol. 3, no. 5, pp. 257–264, 2021, doi: 10.37547/tajas/Volume03Issue05-41.
L. K. D. Boboev, “Enhancing Marketing and Promotional Strategies Within Automotive Companies Including Lada Company in Uzbekistan,” ACM Digit. Libr., 2022, doi: 10.1145/3508072.3508155.
L. K. Boboev, “Improving the Implementation of Marketing Strategies in Autodealership Enterprises,” Am. J. Econ. Bus. Manag., vol. 7, no. 11, pp. 1036–1040, 2024, doi: 10.37547/ajebm/Volume07Issue11-24.
L. K. D. Boboev, “The Impact of National Culture on Marketing Strategies of LADA Company’s Dealers in Uzbekistan,” Am. J. Manag. Econ. Innov., vol. 3, no. 5, pp. 164–175, 2021, doi: 10.37547/tajmei/Volume03Issue05-24.
Ma, J. ., Mananap, W. J. ., & Bautista, M. . (2024). Marketing Strategies for a Medical Device Companies. International Multidisciplinary Journal of Research for Innovation, Sustainability, and Excellence (IMJRISE), 1(11), 40-49.
Services, 66(1), 1-16. Hyun, H., Thavisay, T., & Lee, S. H. (2021). Enhancing the role of flow experience in social media usage and its impact on shopping. Journal of Retailing and Consumer Services.
Teece, D. J. (2019). China and the reshaping of the auto industry: A dynamic capabilities perspective. Management and Organization Review, 15(1), 177-199.
Theofanidis, D., & Fountouki, A. (2018). Limitations and delimitations in the research process. Perioperative Nursing, 7(3), 155-163.
Thompson, A., Stringfellow, L., Maclean, M., & Nazzal, A. (2021). Ethical considerations and challenges for using digital ethnography to research vulnerable populations. Journal of Business Research, 124(1), 676-683.
Vieira, A. A. C., Dias, L. M. S., Santos, M. Y., Pereira, G. A. B., & Oliveira, J. A. (2019). Simulation of an automotive supply chain using big data. Computers & Industrial Engineering, 137(1), 1-14.
Vinuales, G., Magnotta, S. R., Steffes, E., & Kulkarni, G. (2019). Description and evaluation of an innovative segmentation, targeting, and positioning activity using student perceived learning and actual student learning. Marketing Education Review, 29(1), 24-36.
Vynogradova, O., & Drokina, N. (2020). The structure of an integrated internet marketing complex, based on the marketing-mix concept. Acta Scientiarum Polonorum Oeconomia, 19(3), 117-126.Yuan, B. (2017). Research on the development strategy and path of China's new energy vehicle industry. Regional Economic Review, (06), 126-134.
Zhao, Z. L. (2019). Exploration of marketing strategies: A case study of new energy vehicles. Marketing World, (43), 16-17.
Zhao, ZL. (2019). Exploration of marketing strategies—Using new energy vehicles as an example. Marketing World, (43), 16-17.
Zhou, J. (2011). Research on cost leadership strategy based on market competition. China Business Trade, (06Z), 2.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Wang, Yuchen, Dr. Jennifer P. Pomperada, Mylene A. Bautista (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
