Service Marketing Strategy In Dongrui Automobile Franchised Stores

Service and marketing become separated from each other in current mainland auto sales market. Some boutiques court for performance and brand car`s sales license, while neglect the innovation of the details of the planning during the sales marketing. And this makes the final failure of the sales. Making a strategy of service marketing is not only the need of a company`s long-term development, but also the inevitable result of the market`s competition. So based on such situation, there is necessary to analyze and study the sales strategy of brand auto boutiques.The thesis takes Taichang Dong Rui Sales and Service Ltd(abbreviate as Dong Rui in the following thesis) as an example. Firstly, it analyzes the current situation of mainland and Dong Rui by the theory and analysis way of the service marketing. Secondly, through the data`s collection and arrangement, comprehensively analyze Dong Rui via SWOT and VRIO. Meanwhile it provides both the theoretical and practical basis for the service marketing strategy in the following thesis through the analysis of the target consumers and markets.The thesis draws up the service marketing strategy of Dong Rui via 7P and triangle model of service marketing. The purpose is to improve its level of service marketing, enhance its market share and narrow the gad with the other brand boutiques. Finally, to find a suitable service marketing strategy for Dong Rui`s long-term development.