Service Marketing Strategy Research Of Linyi A Car 4S Store

The car 4S store is a modern marketing channel, having already spread in Europe and America for several decades. After 1997, it was led into China. It is more and more important on the market function, but 4S stores in China exist various blemishes.This text described the present condition of the market and service store of our country first, then described the 4S store current present condition of Linyi , finally analyzed the A car 4S store in detail. Pointing out service competition is the biggest problem that the 4S store will be faced in the future. Taking service as the training direction will become 4S store long and the most important issue. Through the service quality,service position and so on of the 4S store sale model, the writer tried to find one way that will be fit to the service management theory and puts forward some creative management ways.This text used the SWOT analysis and VRIO analysis to study the exterior environment and the inner resource and the ability in the enterprise. Through the SWOT analytic method, the writer analyzed the opportunity and the threat which A car 4S store was faced, and analyzed the advantage and disadvantage.The writer found that the model was not fit to the competitive market when they carried out the service strategy. The reverse strategy formulation and its execution must start as soon as possible. Using the VRIO analytic method to analyze the inner resource and the ability, the writer formulated service quality, service price, service image and service management of the 4S store strategy. The service quality gap model has analyzed the reason which led to the service quality gap among the 4S store.The writer tried to use this model to remove the gap .The writer drew support from the triangle model of service marketing and 4Ps combination theory to put service marketing strategy into effect in the further. The article finally had worked out the guarantee measures from some aspects such as human resources, peformance and framework of organization to put service marketing strategyinto effect.The writer checked a great deal of related data from the customers and the dealers after visiting more than 20 4S stores in Shandong. After talking with the different governor, the writer put forward how to make service marketing strategy and how to improve service level of 4S store. We hope to make this sumptuous car sale store long-time-living.In the meantime, this text still combines theories and practices on a basis of the model of sale adviser. The writer put forward some creative modes of 4S store, and hoped to give China 4S store manager some new and good ideas.