Automobile 4s Shop Marketing Strategy Research

As an important land transport vehicle, the automobiles have achieved amazing development. Currently, in the world hundreds of millions of vehicles are in the exercise, and vehicles are increased by ten million a year. Over half of the passenger and freight are transported by vehicles. More than one hundred years ago, German inventor Karl Benz Cars, may not think of that the automobile will have such significant influence on human. The rapid development of China's automobile industry makes the competition more and more furious, as mainstream automobile sales model of domestic, some 4S stores have faced existential crisis. According to last year's one incomplete statistics, there are one-third 4S stores profitable. How to develop and implement appropriate service marketing strategy is the urgent affairs of the 4S stores. At present, the literatures on the service marketing strategy are mostly on the industry how to implement service marketing strategies, and for a certain enterprise, especially as 4S stores such individuals how to carry out the service marketing strategy article is quite small.Beijing Hyundai has been using 4S model, and focused on customer's satisfaction, it has received rapid development. But the sales are the main profits of Beijing Hyundai, now the profits of sales are decreasing. The 4S stores to achieve sustainable development should consider playing 4S model of after-sales service advantages and retain customers' time and increase long-term contribution to make focus on profits after-sales service.The most important innovation in this paper is that, on the basis of theory of marketing and service marketing, by collecting a large mount of data, by using the methods of induction and deduction, combining theory and practice, it makes the study on Beijing Hyundai's 4S stores, and makes a strategic planning and specific service marketing countermeasures recommendations for Beijing Hyundai. This paper can be divided into three parts:The first part is the introduction, is composed of the first chapter. This part plays a leading role. This part discusses the background and significance of research in theory as well as practice, establishes the framework identifies the research purpose and method, as well as research thought, technological route, innovation.The second part is concerned with theoretical foundation, is composed of chapter two and chapter three. Chapter two explores service and service marketing, the necessity of automobile service marketing. Chapter 3, separately elaborated the domestic and foreign automobiles marketing pattern, introduced the automobile 4S shop definition as well as in the domestic development condition and the existence main question.The third part is the core of the whole article, is composed of chapter four, chapter five and chapter six. It elaborated the Beijing Hyundai automobile company's background, the Beijing Hyundai automobile 4S stores' history, the present situation of service marketing and the future. And it proposed the Beijing Hyundai automobile 4S stores service marketing strategy plan and the countermeasure suggestion.