H Car 4S Shop Marketing Strategy Research

In recent years,along with the continuous flourishing development of domestic automobile market,especially the continuous rise in the sales volume of passenger cars,all major automobile manufacturers have added their 4S stores quickly all over the country in order to seize the market,and this has aggravated the competition of automobile industry.In addition,the government of each place has successively issued the policies like limiting the issuance of license plate,limiting the place number of vehicles on the road,limiting the purchasing of vehicles,etc.,and China has also promulgated corresponding encouragement policies aiming at automobiles of small displacement and new energy resources.Industrial development status,national relevant policies,instable talent team,difference in service skill level,and unreasonable product structure setting,etc.have posed new challenges to the development of automobile 4S stores.As a famous enterprise engaged in automobile marketing in Nanjing,H Automobile S Store is facing the austere situation concerning how to optimize and improve automobile marketing strategy and gain a firm foothold in the market full of cut-throat competition.Therefore,it has important practical significance to research the difficult position faced by the 4S Store and optimize its marketing strategy.H Automobile 4S Store,initially established in 1985,is located in Nanjing,the Capital of Jiangsu Province.Its predecessor is a authorized dealer of Shanghai Volkswagen and Dongfeng Yueda KIA.Now,it is a famous enterprise which integrates whole vehicle sales,service,auto parts marketing,and information feedback,and deals with automobile sales and service in Eastern China.This paper takes H Automobile 4S Store as object,and researches the marketing strategy adopting new technologies and new methods of Automobile 4S Store under the support of advanced marketing concepts.In this paper,4Ps marketing theory,STP marketing theory,PEST analysis and SWOT analysis as the theoretical basis,using the method of combining theoretical research and empirical analysis,analysis of the impact of H auto 4S shop to the political environment,economic environment,social environment and technical environment and other factors;and by means of material and data analysis,this paper comprehensively analyzes the strong points and weak points of the products and enterprises in Nanjing automobile market,systematically analyzes the factors affecting the economic and social benefits of H Automobile 4S Store,like economy,competition,urban construction,sales season,etc.,and analyzes the problems with the internal environment of H Automobile 4S Store,such as marketing concept,marketing method,marketing network,and customer accumulation,etc.Through the above analysis,this paper draws the conclusion:At current stage,H Automobile 4S Store shall combine traditional marketing and modern marketing,and explore for the schemes for optimization of marketing strategy based on market demand.Through the optimization of the marketing strategy,hoping to make the H Automobile 4S Store in the fierce market competition to get the advantage,so as to get more profits,promote the healthy development of enterprises.