In recent years, with the rapid economic growth and the change in consumer spending concepts, the market demand for sedans has sharply increased. Faced with a huge market, various sedan manufacturers are innovating in marketing strategies and models in order to capture a larger share of the market. Regarding sedan marketing models, they are evolving along with the times during their development process, but the most suitable one is the best.
1. Analysis of Common Marketing Models
Sedans, based on different price ranges and brands, have different strategies in their marketing models. For example, high-end sedans need to highlight class and taste, shaping a high-end image; economy sedans need to emphasize practicality and cost-effectiveness, with unique designs and lower prices. Improvements and innovations occur in vehicle appearance, interior decoration design, as well as hardware configurations. Many foreign car brands have begun localized marketing strategies, achieving localization in production, R&D, sales, procurement, and communication. On one hand, this reduces the production and sales costs of sedans, and on the other hand, it reduces the sales process. Currently, common sedan marketing models include:
1) Hunger Marketing Method: Creating a situation where supply is less than demand through "scarcity," guiding consumer purchasing desires. On one hand, manufacturers or sellers use limited production or limited sales methods to artificially create shortages. The goal is to take advantage of the law of value where rarity increases worth, stimulating consumer purchasing desire. On the other hand, limited advertising promotions create momentum. The "hunger" strategy in advertising refers to advertisers or advertising agents deliberately hyping up during the planning, creation, and dissemination of advertisements, creating a strong momentum. This captures the audience's attention and anticipation, building up their interest before consciously limiting the advertisement's exposure in media. This transforms passive reception into active pursuit of the advertisement and related information, expanding the reach of the advertisement and deepening its influence while encouraging purchasing behavior. Of course, when using hunger marketing methods, the product must have an irreplaceable advantage compared to similar products in some attributes. Additionally, the entire advertising process or certain stages must possess significant news value that can attract continuous audience interest. The media release must follow the principle of "moderate hunger," ensuring interested audiences can access the original advertisement and related information rather than leaving them unable to find it, which would "starve them out."
2) Cultural Marketing Method: Selling sedans is gradually shifting towards selling culture. Sedans are not only a means of transportation but also a lifestyle. Therefore, emphasis should be placed on exploring the traditional historical cultural connotations of sedans, developing tasteful and interesting cultural activities. Not only does this promote sales, but it also provides users and potential users with unique cultural added value, achieving the subtle brand promotion effect of "silent nourishment." As automobile quality increasingly converges, the cultural competition behind automobile brands will become another fierce battle. For instance, Regal uses traditional culture to position itself as a luxury sedan specifically designed for outstanding contemporary Chinese individuals. Most of its owners are middle-aged people who pursue traditional culture more. Thus, Shanghai GM extracts the brand concept of "integration of motion and stillness" from the dialectical philosophy of ancient Chinese thinkers regarding "benevolence and wisdom," "mountains and water," and "motion and stillness." Starting from the admiration of modern wise men for the vast depth of mountains and the transcendent vitality of water, it extends to the "motion" of keen insight and foresight, and the "stillness" of embracing all things and remaining unperturbed by honor or disgrace, pursuing the realm of "mindful intention, action following, integration of motion and stillness."
3) Order Sales Method: Sedans using the order-based sales method can satisfy personalized consumer needs on one hand and reasonably arrange and guide production on the other. Through pre-sales registration, inventory costs can be reduced, and an effective customer relationship management system can be established, promoting the rapid and healthy growth of enterprises. Many luxury sedans adopt the reservation registration method, creating a "tight market" situation.
4) Specialty Store Marketing Method: In recent years, manufacturers have made great efforts to establish a unified marketing system. They have successively set up 4S specialty stores that integrate sales, maintenance, and parts configuration. Of course, the premise of adopting this model is that the product quality is guaranteed, and the service system is complete. Within a specific area, authorized or designated dealers are given exclusive rights to sell specific products. There are uniform standard requirements in aspects such as store design, employee training, management models, and advertising promotion. Through the display and image of specialty stores, product sales are promoted at the terminal end.
5) Experience Marketing: Many sedans use experience marketing methods during new product launches and market expansion, such as test drives. Influential groups like journalists and coaches are invited to test drive the vehicles, and experiential scenarios are designed at the terminals to stimulate purchasing desires and needs. Experiences are attached to the products, conveying experiences through automobiles, coalescing experiences through brands, and spreading experiences through media. Through experience, perception is enhanced, thereby promoting product sales.
2. Marketing Model Decision
When choosing a marketing model for sedans, the product positioning should be analyzed. For instance, business and official-use sedans may adopt more one-on-one marketing models, innovating in after-sales service, equipment, and branding. Economy sedans focus more on improving cost-performance ratios. Of course, regional market conditions vary since consumer behavior and environment are very important. For example, in the north, many families purchase economy sedans like Xiali, whereas in the central regions, many capable groups have yet to buy cars mainly due to the lack of atmosphere and trends. In coastal areas, more mid-range priced sedans are purchased. Therefore, marketing models should adapt to time, people, and location. However, during the specific marketing model process, innovation...
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