Research On The Relationship Marketing Of Brand B Auto JN Store

A history of auto goes back more than hundreds years. Since the market based reforms were introduced in China around 30 years ago, the Chinese economy has undergone enormous changes and at the same time ushered in the rise and development of China’s auto industry. In 2009 China became the world’s largest producer and sales of automobiles. After 2010 China, with production and sales of 18,000 million units per year, which was itself a record, has become a global auto powerhouse. The past years, along with the slowdown in economic growth, also include the trend slowing the rapid growth era of the luxury car market growth momentum. Since 2015 the global auto market showed doldrums, about 24,000 auto 4S stores in China layoffs and cut pay and closed constantly, and Sichuan as a key western market faced fierce competition in the luxury car market, brand B auto JN store also couldn’t remain unaffected.In 2012 the sales rate of the brand B auto encountered the slight slowdown in mainland China. At the same time in Sichuan two new 4S stores were introduced, that ensure the needs of new customers and service quality of existing customers. The JN store, the first store in Sichuan, has the better customer resources and years of experience. These 4S stores perfectly complements each other so as to meet the needs of its relationship marketing services in Sichuan. In the era of experience economy the brand B auto is known for its customer satisfaction and loyalty giving special attention to customers’ belongings and a sense of participation. This paper focuses on how the JN store play its own role to achieve the marketing share implementing whole customer life cycle and maximizing the customer value in a highly competitive retail market. Additionally, it explores the marketing relationship providing a best angle of view and the most representative of actual cases.This paper is based on the status of marketing relationship of the brand B auto JN store as a frame of reference of the entire automotive industry. It studies the external and internal management environment, sales and marketing operations management, internal service management dimension of JN store going for a full in-depth analysis of relationship marketing recommendations to improve optimization. Based on the relationship marketing theory and the prospect of the research, this study aims in-depth analysis of the root cause of the B brand auto JN store and find the best solution. Bases on customer life cycle analysis, this study serves the customer as the center, customer value as the starting point through the final SWOT analysis to propose a set of new relationship marketing strategy for the brand B auto JN store so as to improve the internal service quality, upselling and cross selling level. This paper adopts statistical analysis method, inductive and index method and so on. It used in-depth analysis of various environmental studies of the brand B auto JN store by applying full customer relationship management, service profit chain management, relationship marketing theory, and gives updated recommendation for management to analysis method. Moreover this strategy is not only for the B brand auto JN store relationship marketing development, but also provides a reference for the next crisis in the luxury car market.