The Audi 4S Shop Marketing Strategy Research In Group-oriented Management

In 2017,the China auto market was still booming.The new cars sales has reached 28.9 million,the astonishing data fully proved that China has become the world’s biggest automobile market.However,we found that the 4S Shops are facing serious losses basing on the large data,the situation is not optimistic.As consumers’ spending habits tend to be rational and mature gradually,the value of the car,as commodity concerns are no longer confined to the regular problem such as brand,price,fuel consumption,and the shopping process sensory experience.Consumers are more focused on quality of service and the follow-up service after shopping,such attention has also been gradually risen.Correspondingly,automobile manufacturers and authorized dealers also gradually began to realize that the golden age of the automobile industry has gone,just selling cars will not be as profitable as it used to be.It is urgent to change ideas timely,to find out the suitable marketing strategy.As the car industry gradually change from the seller’s market to buyer’s market,automobile manufacturers and authorized dealers began to seriously listen to the voice of customers,respond to customer needs,consider from the perspective of customers.In this paper,it takes Zhejiang Zhongsheng Yudi Audi 4S Shop as the specific case,to collectivize management mode,the 4S Shop marketing management as the point of penetration,combining the high ownership of Audi in China and the the specific background in Zhejiang Province and Hangzhou area,combining with related marketing theory,analyzing the current macroeconomic environment,industry environment and internal environment,through on-the-spot investigation,using the Porter’s Five Forces Model,SWOT Analysis,exploring the advantages disadvantages,opportunities and threats of the company,through the concrete analysis in the process to find out the problems in the past and at present,and puts forward the systematic solution,establishing a suitable marketing system for the company,formulate marketing strategy,and consider the strategy implementation of security problems,ensure the smooth implementation of marketing strategy.It has certain guiding significance to the enterprise’s marketing strategy formulation and marketing work optimization and the benign development of the enterprise in the future.