The Research Of The Marketing Strategy Of Yeqiao Group’s Accessories Business

Ye Qiao Group (hereinafter referred to as the "Group") was founded in 2000, is a (?)d investment group, its business including: car sales, catering, hotel, real estate, property management, also a partner with many the world’s top 500 companies. At the beginning the Group had made it’s development goals and direction with unique vision, extraordinary courage after consider the situation. Through more than ten years of hard pioneering work, now the Group owns several 4S stores including Mercedes-Benz, Audi, BMW, Chevrolet and many other well-known car brands, holding the leading position in Liao-Shen area’s high-end car sales and service field. While with the development of China’s automobile industry, the supply-demand relationship has been changed. Market competition is becoming increasing fierce. In 2012, the Group’s total loss was 71.36 million yuan, after strategic adjustment 2013’s profit was 34.75 million yuan, but the profitability of the Group became much more inferior compared with 2011.In this paper, the author investigated in-depth the operations of the Group’s three core business on actual situation, this will be the basis of the paper’s content. In the article, the author first reviewed the development of the Group’s accessories business, then according the current status ferreted out four major existing problems in accessories business, they are personnel issues, marketing model, process control and performance system issues. In order to a better development for the Group’s accessories business and solve the current problems, the article made a internal and external environmental analysis and SWOT analysis to the Group’s accessories business, identified the Group’s advantages, opportunities and challenges its faced. Further the article gave a detailed analysis on the Group’s accessories business including market segmentation, product positioning and determination of the target market, also made out the product, pricing, marketing, distribution and show strategies, personnel policies and process management strategy, clarified the direction of the Group’s accessories business.Worded out appropriate marketing strategy through analysis of situation and marketing environment is a prerequisite for the work, more important thing is a series of effective measures to enable the implementation of the marketing strategy. In the article, the author established a standardized accessories business management system and operational audit evaluation system for the Group, which not only suit for the Group but also an important reference for other domestic 4S store’s accessories business development.