Study On Service Marketing Tactics Of STRW Auto 4S Store

Auto 4S shop is a new model of car sales introduced in the last century from abroad,and its emergence and positive effectiveness boom auto market greatly.Since twenty-first Century,all the major auto manufacturers to realize 4S shop marketing importance all over the country to build a large number of automobile 4S stores,due to the difference of 4S shop service content is not significant,leading to the current between the major 4S shop in the intense market competition.Under such competition,car sales must change rapidly through examine the environment,changing the traditional business thinking to meet the challenges,enhance their competitive advantage,especially the enterprise marketing ability,with a new perspective and a new thinking to plan for the future,in the fierce market competition,effectively avoid risks,to occupy a space for one person.This paper takes STRW 4S shop as an example,the reference service marketing triangle model and service quality gap theory and other marketing theory basis,through the analysis of the internal resources of STRW 4S VRIO store,PEST macro environment analysis,SWOT analysis on the use of STRW 4S stores the internal strengths and weaknesses,external opportunities and threats,get practical service marketing strategy;Then from the analysis of STRW 4S shop service marketing situation,target customers,target market and the major competitors are main problems faced by the company’s current market positioning is not clear,brand awareness is not strong,the service team lack of professional level,lack of customer service service.According to the STRW 4S shop problems,according to the 7P marketing theory,formulates the corresponding service marketing strategy,marketing service design and service marketing strategy in the life cycle of service marketing strategy,product portfolio strategy and service quality of products;Promotion strategy includes the implementation of personalized promotion and close range promotion,service process strategy for different customer groups,including pre-sale,sale and after sale three aspects and tangible display strategy.In order to ensure the smooth implementation of the STRW 4S shop service marketing strategy,formulate the corresponding security measures,the establishment of service-oriented corporate culture,customer oriented,standardized recruitment process,strengthening professional training staff,and strengthen customer relationship management and improve the quality of service.So that the 4S STRW shop in the fierce market competition to gain an advantage,improve enterprise profits,and ultimately to achieve long-term development of the enterprise.