Research On The Marketing Strategy Of Dongguan Lingfeng Auto 4S Store

4S stores are the most important channels for auto manufacturers to sell their products at present.Automobile 4S stores are engaged in sales and after-sales services of brand automobiles as agents in an agency area authorized by manufacturers.In recent years,the production and sales volume of automobiles have been increased in successive years thanks to the rapid development of Chinese economy and various policy factors.Besides,as the automobile market is undergoing a transition from the seller's market to the buyer's market.Fierce competitions in the automobile market are not only reflected in the competition of product power,but also in the overall marketing strategy.Based on the country's relevant policies and the need for brand management,there is a long-standing relationship with large gaps in status and inequality between automobile dealers and automobile manufacturers.Specifically,automobile manufacturers are doubtless in a powerful position with a high degree of control over all aspects of marketing and management in 4S stores,causing that 4S stores are highly dependent on manufacturers.Both marketing strategies and marketing methods should be conducted through copying the guidance schemes of manufacturers while lacking researches on market segments in the agency area.Therefore,it is often the case that the brand manufacturers succeed in their operations,the agents and distributors will also succeed.Similarly,when the brand manufacturers fail in operation,the distributors will also suffer a setback.A main research focus in this thesis is the Dongguan Lingfeng Automobile 4S store locating in Dongguan,Guangdong.It's one of the dealers of Changan Suzuki Automobile in Dongguan.Since sales of Changan Suzuki Automobile have declined year after year since 2010,80% of the country's dealers have suffered losses,resulting in dealers withdrawing from the 4S network and closing down frequently.As of 2013,Dongguan Lingfeng 4S store has also suffered serious losses.On this occasion,combining with analysis of the Dongguan regional marketing environment,a marketing strategy conforming to the market in the Dongguan for Dongguan Lingfeng 4S store was developed upon analyzing the marketing status and problems of the Dongguan Lingfeng 4S store,which assisted the Dongguan Lingfeng 4S store to make remarkable achievements.Under the condition that Changan Suzuki' s national performance declined for three consecutive years,the Dongguan Lingfeng 4S store has witnessed growth year by year,and achieved the best performance in its 20-year operating history in 2016.This thesis is designed to research on the marketing strategy of the Dongguan Lingfeng 4SStore in the regional market of Dongguan,and to discuss how the 4S store acted as an agent can formulate marketing strategies in line with the local regional market to achieve a good performance and development of the company in the regional market based on the overall powerful marketing strategy and control of the head office(manufacturer),providing reference for4 S stores acted as agents about how to carry out marketing strategies in the regional market.