The Study Of Service Marketing Strategy Of Dongfeng Nissan Auto4S Stores

At present, the car4S inn is China’s auto after-sales Service industry potentialmainstream car sales mode, obtain tremendous developing space, meanwhile for automobile4S inn controversy has always been there. Automobile4S inn means: Sale, Service, Spareparts and Survey, have unified National appearance, identification and management standard,the general situation only operating a particular brand. Due to the development of automobile4S shops with brand of car manufacturers exist stakeholder, brand of car manufacturers alsogradually realize the current car marketing center of gravity is brand and service, through theestablishment of automobile4S inn sales model can achieve the purpose of the currentmarketing network expansion, and cars4S inn easily agglomeration downstream of theresources, after2002, automobile4S stores developed a lot and spread throughout the country.They has become the mainstream of Chinese auto sales mode. Auto4S store focused onautomobile sales and after-sales service market, do not have a vehicle and spare parts ofresearch and production capacity, so improving auto4S inn marketing ability, service abilityoccupied the core of the company’s business status.This paper put Dongfeng nissan auto4S stores as an example, though macro and microtwo different aspects, studies on the marketing strategy of franchise enterprise, reviews themarketing management of the relevant theories and analyzes the target customer groups andservice market of dongfeng Nissan auto4S stores, including the industry composing of targetcuntomer groups and the status of service market, thus provides a basis for the futuremarketing works. By using SWOT analysis and market positioning methods, this papercombines the advantages in resources and capacity of Dongfeng Nissan auto4S stores,establishes service marketing strategies by focusing on service product, price, place,promotion, people, physical evidence and process.