Strategy Research On Creative Marketing In Guangxi Guangxing Honda Automobile 4S Stores

Along with the drastic competition for automobile market in China, the automobile 4S stores, as the sale pattern of main stream, lost the advantages of competition. Therefore it is necessary to explore and research on marketing strategy in automobile 4S stores, afford some service marketing strategic planning and suggestion for 4S stores.The article firstly study China and Nanning's automobile market and 4S stores, points out that the service competition is the main competition in the future of the automobile industry and the main problem in the present 4S stores. Then after introducing the present situation of Guangxi Guangxing Honda automobile 4S stores, the article analyses its targeting customers and service marketing, acquires the targeting customers occupation structure and service marketing situation, so as to provides a basis for the future work of the marketing.After analyzing Guangxi Guangxing Honda automobile 4S stores of the internal strengths, weaknesses, opportunities and threats by SWOT method, the article finds out that 4S Stores current management and development model can not keep up with the requirements of itself future development and future market competition. So it should takes defence strategy, make some readjustment in the strategy and marketing tactics. Using VRIO method to analyse in Guangxi Guangxing Honda automobile 4S stores of the resources and capabilities, at the same time, formulate with a service quality strategy, service price strategy, service image strategy and service management strategy for the service marketing strategic planning. Finally, afford advices on the implement of Guangxi Guangxing Honda automobile 4S stores' service marketing strategy. I hope this article can give automobile 4S stores some references to implement service marketing strategy.