Nissan’s Marketing Strategy Research In China

Automobile industry as the basic and main industry of the national economy,then its upstream related to steel and iron, oil and other industries, and its downstreamindustries related to transportation, so we can draw the conclusion that the automobileindustry with high industrial linkage and long industrial chain. Similarly, in terms ofstimulating economic consumption, for the economy lives and people’s social lives, italso has the important position.With the rise of multinational corporations, there have been foreign automobilecompanies into China to promote the development of the domestic automobileindustry, for domestic automotive consumers with quality products and a variety ofchoices, a lot of joint venture of automobile begin to take root and has its owndevelopment in China. Among them, Nissan Motor Company due to its productsuperiority and international marketing strategy, after many years of operation andpersonnel training in China, now it is in a leadership position in civilian passenger carmarket of China.Nissan marketing strategy in China when during the procedure ofdevelopment and implementation, due to actively exploring, then it formed alocalization brand named Dongfeng-Nissan development model, by bringing in itsown advanced technology and other ways to promote its rapid development. And itsunique development concept and marketing strategy promote the prosperity anddevelopment of the domestic auto industry.This paper aims to analysis the fundamentals data of Nissan and its joint venturebrands in China–Dongfeng-Nissan, by taking literature research, qualitative researchmethods (SWOT analysis), lessons learned and other methods, then after analysis ofits marketing strategies to put forward appropriate security mechanisms to promotetheir own development.Firstly, this paper introduces the background and significance of the researchtopic Nissan Marketing Strategy Research in China, then draws the appropriate papersthinking framework map. Through browsing the existing domestic and internationalmarketing theory about automotive marketing theory to summarize and extract theexperience to determine the theoretical basis of this study.After introducing the basic situation, the status quo of Nissan’s organization andso on, I find out that Nissan Motor company in the world to carry out severalmarketing models include experiential marketing, words of mouth marketing, greenmarketing, etc., then found a Nissan motors marketing procedure problems in after-sales support services and marketing channels of each regions in China.Through online research and methods of data analysis, compared the Nissan withlocal brands, the other joint venture brands, and brands of imported cars, Nissan hasowed a rational distribution of marketing advantage.By using SWOT analysis, as for the strengths, the Nissan motors has brand,technology, resources advantages; as for the weakness, the Nissan motors has thedisadvantages of small production scale, excessive and scattered product line; as forthe opportunity, there are two aspects that consumers value the market reputation andnew energy vehicle development, also faced with emergencies, accidents representedinternal threats and external threats such as inflation.For Nissan above mentioned problems and disadvantages, I put forward theNissan improvements marketing strategy, product strategy, pricing strategy, talentstrategy, after-sales service and other appropriate service measures.By analyzing the Nissan’s implementation of safeguards in China marketingstrategy, it turns out that it has the corresponding supporting security in platformintegration strategy, sales management systems, vehicle circulation system, thestructure of the existing marketing channels, after-sales services and so on.