Service Marketing Management For HuanYa Automobile Shop

It is a long-term development demand for exclusive agencies of automobile brands to implement Service Marketing strategy for promoting their brand, and it also an inevitable phase outcome of market competition. By collecting a large amount of data, The thesis studies the present situation and development trends of management for HuanYa 4S automobile shop based on relevant theory of strategic management and service marketing, and then has put forward strategic planning and countermeasures & suggestions of service marketing for HuanYa 4S automobile shop.The thesis firstly discusses the current situation of automobile market & 4S shop in our country, and has unveiled the primal problem existed in exclusive agencies at present and pointed out that service competition will be the main competition in automobile marketing; After that, the thesis finds out that the present management and development model of HuanYa 4S automobile shop failed to meet the future requirement for it's own development and that of the market competition in the future after analyzing it's inner advantages and disadvantages, chances and threats it confronted with , and pointed out that a defending strategy should be adopted, namely, setting up service brand focusing on serving marketing to resist the pressure of competition from each side.The thesis has proposed the action frame of the marketing strategy based on the fundamental frame of service competition, and analyzed target customers and service market with the market survey methods and obtained first-hand data of the occupational and vocational structure of target customers. The systematical and complete analysis of the preferences of customers will offer the basis for service marketing in the future. The thesis has also put forward suggestions of marketing strategy for HuanYa 4S automobile shop according to its actual conditions, namely,...