Research On Japanese L Automobile Marketing Strategy In China

Under the influence of multiple factors such as the adjustment period of the Chinese automobile market and the industry changes brought about by the “New Four Modernizations,”the Matthew effect in the industry has become increasingly prominent.Major car companies are constantly adjusting their brand development strategies to adapt to changes in the market and consumer groups.Based on this background,this article will start from the consumer side,focusing on marketing communication and after-sales service to study the Japanese L brand luxury cars,and explore its marketing strategy in China in the new period.This research is based on management and marketing related theories,using the PEST model,STP strategy,and 4P marketing mix to analyze the L brand’s internal and external environment.Based on the SERVQUAL service quality assessment scale,using questionnaire surveys,expert interviews,and other methods,a service quality survey questionnaire for Lbrand cars was designed.A questionnaire survey was conducted for 287 car owners.According to the qualitative and quantitative investigation,this article proposes eight marketing optimization measures for L-brand cars from two aspects: marketing communications and after-sales service:(1)Digging into content marketing and innovating all-media communication channels.(2)Pilot offline test drive,online purchase mode and speed up the coverage of distribution channels in third and fourth-tier cities.(3)Create human-human,human-computer interaction to meet the diverse needs of young consumer groups.(4)Optimize the management of hardware facilities and service personnel in dealer stores,and improve the comfort of car owners when they are in the store.(5)Optimize the quality of aftersales service.(6)Establish a timely and effective response mechanism for car owners’ complaints.(7)Establish a big data platform to improve the transparency of after-sales service.(8)Provide personalized and humanized services to create emotional resonance.This article only researches marketing communication and after-sales service for Japanese L-brand cars.Future research can be extended to the analysis of different automobile brands and different dimensions.It can also analyze the similarities and differences between the communication strategies and after-sales service quality of varying automobile brands to expand the automotive marketing field.