Research On Marketing Strategy Of LWZZ Automobile Sales Service Company

The automobile industry is the pillar industries of our national economy.With the rapid development of China's economy,the national consumption level has been increasing day by day.The good social and economic environment has laid the foundation for the development of automobile sales market in China.Since the late 90 s of last century,with the 4s car shops entering of into the mainland,China has become a vast blue ocean competing for car manufacturers.With auto giants in the world all into China,building a large number of 4S car shops to seize the market,the car as a consumption goods quickly enters into the family.For ten years,the 4s car shops have attained enormous development like mushrooms after rain,joint-venture brand and national-owned brand have gained considerable development.LWZZ automobile sales service company was established in 2005,which is the first batch of 4S car shops with domestic automobile brand.Its car sales ranked the first place in the city in recent years.This article regards the car marketing business of LWZZ Company as a research and analysis object in the reference to a large number of domestic and foreign literature,books on car marketing.LWZZ Company makes a comprehensive and detailed investigation and study on the current status of automotive marketing,the current marketing strategy and other aspects for the first time,summing up the questions of the company on the marketing management,and then making a comprehensive system analysis on the operation of the company through the internal and external environment analysis.Combined with the knowledge and valuable experience on marketing business of other sales service companies at domestic and foreign,we put forward a feasible marketing strategy based on BPR management theory and 7P theory.And finally we will present the guarantee measures to implement the marketing strategy,in order to help LWZZ Company of the car marketing business to get a faster and better development in the field of car sales under the circumstances that the homogenization of car sales becomes worse.