| It is the need for the automobile stores long-term development to implement service-marking strategy and develop their own brand. Also it is an inevitable result of the development of the market competition. Therefore it is necessary to explore and research on marketing strategy in automobile 4s stores.The article elaborate the marketing services in the enterprise′s important role, it firstly study china and suzhou′s automobile market and 4S stores. After the analyses of inner strengths and weaknesses, and opportunities and threats with SWOT method towards Suzhou QJ Guangzhou TOYOTA automobile 4S stores ,and points up that the administration and development model can not keep up with the requirements of itself future development and future market competition .so it should takes transitional strategy , that's to say make some readjustment in the strategy and marketing tactics. After introducing the present situation of QJ 4s stores, the article analyses the targeting customers, and acquires the profession structure of the targeting customers , therefore provides evidence for future marketing work.The article applies VRIO method to analyze the resources and capabilities of QJ automobile 4S stores, and enact practical and operable planning, combining it′s own resources advantages. Meanwhile formulates the service marketing strategic planning with the service quality, service price, service image and service management as the penetration points.Finally ,the article based on new combination of service triangle and service 7P,the suggestion of implementation service marking strategy in Suzhou QJ 4s stores is brought forward ,that is :to establish Vehicle sales strategy; Enhance customer resource management; Channel franchise management implementation; Strengthen the management of customer satisfaction; Improve the system and complaint handling customer complaints; Attention to corporate culture, strengthen internal marketing management . |
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