The Relationship Marketing Problems And Countermeasures Of W Auto4S Shops

Auto4s shops, is the country’s most popular car sales model, the consumer’s trust on the4S shop and loyalty, while increasing their demands escalate further. Sales staff lack of expertise, service personnel not sincere service, media, negative information, the fees are unreasonable maintenance services, such problems will affect the long-term benefits to the4S shop. Currently, the implementation of effective relationship marketing can be said that auto4S shops invaluable asset. Relationship Marketing focuses on businesses and their customers, enterprises and employees, businesses and other influencers such as suppliers, competitors, government departments, distributors, and other relationships. Although there are many auto4S shop has been in the application of the concept of relationship marketing to increase sales, improve customer relations and employee relations but rarely have really put this marketing approach throughout the marketing campaign always. This occurs, first, to understand our relationship marketing is still in its initial stage, and second, because we have not able to establish a high-efficiency, high-quality marketing team, three business leaders because not enough attention.In this paper, W auto4S shops for the study, in marketing and relationship marketing theory, based on the analysis of the4S shop is currently using relationship marketing strategy, the focus of businesses are more concerned about customer relationship management and employee relations management, and through analysis of the questionnaire to find out the existing problems. For enterprise lacks competitors, manufacturers and government and media relations management, the paper also identified its problems and enterprises should pay attention to aspects. In this analysis, based on the article for enterprises to develop a relationship marketing improvement strategies. Final thesis the following conclusions:the original relationship marketing model has been unable to meet W auto4S shop long-term development needs. Consumers are increasingly faced with the market downturn resulting "Chibidaigou" phenomenon and BMW, Mercedes-Benz’s strong market shocks, the current relationship marketing mode must be timely improvements. In this paper, W Audi4s store as the research object. Based on marketing and relationship marketing theory, this paper analyzes the4s shop’s current marketing strategy, especially related to relationship marketing strategy, enterprise with the customer, enterprise and employee relationship management. For an enterprise to compare those who lack other effects of relationship management, this paper puts forward the opinions and Suggestions in time.W auto4S shops relationship marketing strategy a series of problems that we need to improve, this paper proposed improvement program designed t for enterprises to solve practical problems in marketing, on the one hand to provide enterprises with a guiding significance and economic value of the marketing strategy on the other hand also for other similar4S shop offers useful experience.