The Research On AnHui DA-BU Auto 4S Stores Services Marketing Strategy

In the current environment of financial crisis,many auto brand 4S stores start to implement services marketing strategy.Enhancing its own brand is not only the need of long-term development for enterprises,but also the necessary means to participate in the market competition.This paper is based on the strategic management,marketing and relevant theory,by collecting many correlative data, studies on the management status and service marketing management states and so on,thus puts forward the reaction strategy for DA-BU Auto 4S Stores Services Marketing.This paper put Anhui DA-BU auto 4S stores as an example,though macro and micro two different aspects,studies on the marketing strategy of franchise enterprise,reviews the marketing management of the relevant theories and analyzes the target customer groups and service market of DA-BU auto 4S stores store, including the industry composing of target customer groups and the status of service market,thus provides a basis for the future marketing works.By using SWOT analysis and VRIO analysis,this paper combines the advantages in resources and capacity of DA-BU auto 4S stores,establishes service marketing program by putting in service quality,service price,service image and service management these four points,and uses TOPSIS to build the new automotive supplier selection strategy to improve the current passive situation of franchiser.