The Service Chain Marketing Strategy Of Dalian Automobile Trade Co.,Ltd

In the first half of2012, the new car sales volume of Chinese automobileswas9.5981million, which increased2.9%over the same period of last year. Themarket has entered micro-growth era from ultra high-speed in the previous twoyears. Automobile market is relatively saturated, and some domestic dev elopedareas had successively launched limited purchasing order, which moreaccelerated the ruthlessness of automobile sales industry and made someautomobile sales enterprises be no longer blindly optimistic. Nowadays, theGeneral Managers of each auto retailer can not achieve long-term developmentrelying upon past management thinking and marketing strategy. How to walk outa suitable marketing route by utilizing existing brand image is the key of itsfuture subsistence and development.This paper took Dalian Automobile Trade and Sales Co., Ltd as the case,and carried out in-depth analysis on its internal and external environment byapplying PEST and SWOT analysis tools basing on advanced marketing strategyand strategic management theory. Moreover, proceeding from actual situation, itproposed chain service marketing strategy design: taking Dalian AutomobileTrade and Sales Co., Ltd4S shop as the chain headquarters to construct asuitable chain service system. In the general thought of designing chain servicemarketing strategy of Dalian Automobile Trade and Sales Co., Ltd, this paperpresented the design target and design principle, and carried out analysis on thefeasibility of such strategy. Moreover, it formulated the market strategy, productstrategy, brand strategy and image strategy of chain companies targeting at theactual problems of such company and the requirements of customers. Finally, itput forward the concrete implementation strategy and safeguards for theimplementation of chain service marketing strategy of Dalian Automobile Tradeand Sales Co., Ltd, which laid solid foundation for the successful enforcement ofchain service marketing strategy. The formulation of chain service marketingstrategy of Dalian Automobile Trade and Sales Co., Ltd can establish excellentservice brand image for the company, expand its market share, improve itsbusiness income source, and provide convenient and rapid service for customers. The study of this paper aims at providing some references for automobiledealers in fierce market competition by designing chain marketing service forDalian Automobile Trade and Sales Co., Ltd; striving to bring practical referencevalues for such dealers and exploring a new marketing route for Chineseautomobile4S sales shops.