| The competition of automotive marketing is more intensified with the rapid development of China’s automotive industry. It has become the most important work for4S store that how to locate and carry out the marketing strategic planning under unified image, unified identity and the status of operating a single brand.For the4S shop of Zhongsheng Botong it has rapid development in a short five years. There are a lot of factors to promote its development. Some are from its own management factors, but the large parts come from the positive impact of the external policy, the economic and the trade environment. The government withdraws some support policies of automotive industry, it is obvious that the external environment is gradually changing. Under this situation the4S shops just like Zhongsheng Botong only depend on adjusting to adapt the new environment and making the adaptive strategic planning in order to better adapting the marketing change and insuring Sustainable development of4S shop.In this article the4S Shop of Zhongsheng Botong is studied as the object. In this article, by using five forces model and the PEST analysis, the author analyzes the current macro-policy environment, industry status and social status of Zhongsheng Botong. The author also summarizes Zhongsheng Botong’problems of development in the past, and knows Zhongsheng’s own ability to find out Zhongsheng’s business development strengths, weaknesses, opportunities and threats. Through the strategic combination SWOT analysis, this paper proposes a strategy for the Zhongsheng Botong4S shop recommendations, including actively building strategic alliance, developing used car business, expanding the business area and new economic model to the company’s overall marketing strategy. To ensure the company’s overall strategy and business strategy, we suggest that the human resources, after-sale service and marketing department of Zhongsheng Botong4S shop needs to make the appropriate adjustment of Functional strategies. |
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