Strategy Research On Service Marketing In A Brand Automobile 4S Stores

It is the need for the automobile franchised stores` long-term development to implement service-marketing strategy and develop their own brand. Also it is an inevitable result of the development of the market competition. Based on the relevant theories of strategic management and marketing, and through enormous data collection, this paper does some research on the present operation and development of A brand automobile 4S stores, consequently proposes some service marketing strategic planning and detailed suggestion for A brand automobile 4S stores.Firstly, this paper makes some illustration on Chinese and Chongqing's automobile market and franchised stores, and points up that the service competition is the main competition in the future automobile industry and the main problems in present franchised stores; after introducing the present situation of A brand automobile 4S stores, the paper analyses the targeting customers, and acquires the profession structure of the targeting customers, therefore provides evidence for future marketing work.After analyzing the internal advantages, disadvantages, opportunities and threatens by SWOT method, the paper finds out the A brand automobile 4S stores` present administration and development model can not keep up with the requirements of itself future development and future market competition. So it should takes transitional strategy, that`s to say make some readjustment in the strategy and marketing tactics.Service marketing strategy requires the enterprises to enact practical and operable planning, combining it`s own resources advantages. The paper applies VRIO method to analyze the resources and capabilities of A brand automobile 4S stores, meanwhile formulates the service marketing strategic planning with the service quality, service price, service image and service management as the penetration points.Finally, the paper analyses the causes and solutions of the service quality gap in A brand automobile 4S stores with the service quality gap model; then by the virtue of Service Marketing Triangle and service marketing mix of 7P, it proposes advices on the implement of A brand automobile 4S stores` service marketing strategy: enforcement of customer relationship management, establishment of automobile club, enforcement of team-building, diversification of promotion manners, improvement of visible display and optimization of service process. The realization of service marketing strategy is a systemic project. It requires each level and each department operating coordinately in long term. I hope this paper can give automobile franchised stores some references to implement service-marketing strategy.