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Used car marketing strategy recommendation: a structural equation modeling approach

Author

Listed:
  • Min Zhang

    (Panzhihua University, China)

  • Min Zhang

    (Lyceum of the Philippines University, Philippines)

  • Alexander A. Hernandez

    (Lyceum of the Philippines University, Philippines)

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.

Suggested Citation

  • Min Zhang & Min Zhang & Alexander A. Hernandez, 2026. "Used car marketing strategy recommendation: a structural equation modeling approach," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 13(3), pages 10-24, March.
    • Handle: RePEc:ssi:jouesi:v:13:y:2026:i:3:p:10-24
    DOI: 10.9770/h2497797529
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    References listed on IDEAS

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    1. Itai Ater & Nir S. Yoseph, 2022. "The Impact of Environmental Fraud on the Used Car Market: Evidence from Dieselgate," Journal of Industrial Economics, Wiley Blackwell, vol. 70(2), pages 463-491, June.
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    JEL classification:

    • O11 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Macroeconomic Analyses of Economic Development

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