Research Of Experience Marketing Strategy Of Automobile4S Shop

Since the reform and opening up, China’s automobile possession doubled in2009, China replaced the United States and became the world’s top auto market. Along with China’s automobile market development, the sales modes were constantly changing. Since1998, Shanghai GM and Guangzhou Honda takes the lead in introducing "4S shop" mode, a lot of automobile brand are starting to follow suit because of rich feedback. Soon,"4S shop" became a very popular sales mode of the automobile industry. But in recent years, along with the competition becoming more and more severe, many4S shops are facing huge survival pressure.In the experience economy coming background, implementing experience marketing strategy is a powerful mean to acquire competitive advantages. There are four reasons for the automobile4S shops to implement experience marketing strategy. Firstly, experience marketing helps to upgrade the business philosophy; secondly, the experience marketing helps to raise the level of management capacity; thirdly, the experience marketing is a way of value creation; fourthly, the experience marketing accord with4S shop of its own characteristics.Although4S shops have already some progress in experience marketing have, but there are still some problems. Firstly, the managers and staffs are all lack of awareness about the concepts and theories of experience marketing; secondly, there are many problems about staff management; thirdly, the experience marketing implemented in the4S shop has no theme; fourthly, ignoring customer experience outside the4S shop, etc. These problems will influence the whole experience effect of the experience marketing.According to the problems existing in the experience marketing of the4S shops, this article build a4S shop experience marketing model based on the study about the experience marketing related theory. This model divided the customers into three categories, the old customers, the potential customers and the new customers, and divided the4S shop experience marketing into three levels, the customer level, the management level and the network level. This article proposed experience marketing strategy from the customer level, management level and the network level.The author concluded that this experience marketing strategy helps to enhance the customer quantity, the website daily traffic, and the sales volume through carrying out an empirical analysis in an FAW-Volkswagen4S shop in Tianjin city which implemented the experience marketing strategy proposed by this article. Then, pointed out that the inadequacy of this article is lack of financial analysis because of lack of financial data of the FAW-Volkswagen4S shop access to the data of the financial aspects of the Volkswagen4S shop, and this is the reason that why this article cannot evaluate the effect of the experience marketing strategy from financial aspect.