Marketing Strategy Changzhou ZC Shanghai Volkswagen 4S Shop Service

To meet the needs of the long-term development, automobile4s stores implement services marketing strategy and build their own brand, which is also an inevitable result of the development of market competition. Therefore it is necessary to explore and research on services marketing strategy in automobile4s stores.On the basis of services marketing theory and strategic management theory, the article elaborately studies China and Changzhou’s automobile market and4S stores. After the data collection and analysis, the article analyses the major business, inner strengths and weaknesses, and opportunities and threats with BCG Matrix and SWOT method towards Changzhou ZC Shanghai VOLKSWAGEN Automobile4S Store. It points out that the administration mode and operating strategy can not meet the requirements for its development and future market competition. So it should take transitional strategy, make comprehensive readjustment on the present services marketing strategy, and build its service brand and improve core competence by excellent services.The article applies SWOT method to analyse the current situation of Changzhou ZC Shanghai VOLKSWAGEN Automobile4S Store, and then enacts practical and operable planning focusing on the service products, service pricing, service promotion, service delivery management, service supply and demand management as well as the service quality.Finally based on new combination of services marketing triangle model and service7P’S, the suggestion of implementation services marketing strategy in Changzhou ZC Shanghai VOLKSWAGEN Automobile4S Store is brought forward, that is:to establish complete and diversified vehicle sales strategy, implement services brand special management, formulate reasonable and flexible pricing strategy and strengthen all-round promotion strategy management.