The Research Of Service Marketing Strategy For XL Co., Ltd

With the advancement and development of society, cars are more and more entering into Chinese family; automobile consumptions is only after the property consumptions in a family. Meanwhile, car's brand and sales channel of cars are increasingly changed in recent years, auto 4S shop appeared at the moment, just like goods sold in supermarket, cars sold in 4S shop is becoming a new model of car selling..The rapid development of the automotive industry and people's increasing demand for cars, auto 4S shops have sprung up throughout the country and blossom everywhere, but serious homogenization ,constraints by manufacturers, overstated the "four S", server competition, all of these problems have constrained the further development of auto 4S shop. As a new entrants to the industry, XL automobile sales company (hereinafter referred to as XL Company), is facing the same problem. How to complete the service marketing strategy is with significance for TL to gain a firm foothold in the market.This text adopts theoretical analysis and empirical analysis, using the empirical analysis of comparative research methods, from the analysis of the internal and external environment for XL, along with the extensive and in-depth investigation for XL's status of services marketing , using modern service marketing theory, in particular some advanced theory and viewpoints, designing some practical service marketing strategy for XL. Among them, some points are studied forth more, such as the customer marketing, price tactics, sales promotion policy and process management. Moreover, according to the current situations of the company, author proposed some suggestions for application of these policies, so as to upgrade the company's ability to resist the market risks ,to enforce the core competition ,to realize the target of sustainable development.