The Study On China’s Automobile4S Shop Service Marketing Problems And Countermeasures

Between2009and2011, China’s luxury car demand kept raising, in such a powerful macroeconomic background, Chinese listed auto distribution group in the new luxury car sales profits and fast store network expansion to make profit income. However, recently, Chinese economic is weakness and then to luxury car, there is a negative impact on demand growth to the car dealer. Because of the new car sales growth and sales profit compression, we expect the department has experienced structural changes. This is the best position for car dealers; I believe that these trends should ensure that long-term sustainable growth, especially, I think that the service marketing income growth is the key to the development of our future, especially considering the high profit.The result of the auto4S shop service marketing will point to serve as a guiding ideology, passing through in4S shop management of the whole process, i.e. to meet the user’s demand as the first consideration factors. It is necessary to establish a whole process services. We committed to improve the quality of service, achieve customer satisfaction maximization, including not only the satisfaction of customer on product, but also including customers on the service satisfaction. That is, auto service marketing throughout the process of service, the pursuit for the result is that the customer for each link are satisfied, in every link can enjoy the high quality service. This study first research and analyzed the domestic and international automobile4S shop service marketing model, and, on this basis, do a simple overview to the service marketing theory basis, concept and characteristics. In the third part, the study do some research for automobile service marketing in our country the present situation of the application of4S shops and the existing problem of the systematic analysis. Finally, in this reason on the basis of analysis to perfect China’s auto4S shop service marketing puts forward the system countermeasures and suggestions. Including formulate strategic goal, clear about the strategic intention, service quality strategy, the service price strategy, service image strategy and service management strategy, and finally safeguard measures formulated from the human resources and the company internal structure on the practice of service marketing as the security.