Used car marketing strategy recommendation: a structural equation modeling approach

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 marketingretaining 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.