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商品編號： 9-516-035 出版日期： 2015/09/08 作者姓名： Teixeira, Thales S.;Sato, Nobuo;Kanno, Akiko 商品類別： Marketing 商品規格： 17p 再版日期： 2020/02/10 地域： Japan 產業： Automobiles;Automotive 個案年度： 2015 - 2015
商品敘述：
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites and the physical dealerships. In the last 5 years, the importance of the dealers in influencing car sales had greatly diminished as consumers researched and chose which make and brand of car to buy online, going to the dealer only to negotiate price, purchase and receive the car. Given this trend, how should Nissan''s top marketer make changes in how Nissan manages these three key consumer touchpoints? And how to better integrate them to maximize sales.
涵蓋領域：
Advertising;Internet;Internet marketing;Marketing;Marketing channels
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