| China’s automotive industry has experienced rapid growth in the 2009-2010.In 2011,the direction of China’s automobile industry converted to adjust the product structure,to develop energy-saving environmental cars and to encourage small-displacement cars.With the auto consumption stimulus policies have quit,some restriction policies enacted,and our governments insist on macroeconomic policy tightening.The car market will gradually return to normal,it production and sales growth will be slowing down,Car prices will be affected by the impact of supply and demand changes in the declining trend..at the same time,car sales gross profit will decline.Auto market to enter the services market era,car service has gradually become the main factor affecting the consumption,it has become the focus of competition of various car manufacturers and dealers to compete.In this article,Hunan XingYi DongFeng Citroen 4S stores as the research object under the theoretical basis of the service marketing management.Firstly,it analyzed the problems and the main reason in the company’s service marketing system,Secondly,by using the SWOT method to analyze the 4S store ’s internal strengths and weaknesses,the opportunities and threats,and to using the VRIO framework to analyze it is resources and capabilities.A combination of two analytical methods for the current marketing model and long-term development of enterprises do not match,to find major problems in the 4S store.Thirdly,according to the analysis,from the product,price,place,personnel,promotion,physical evidence and process to formulate the service marketing improvement program of 4S stores.Finally,according to the optimized solutions put forward corresponding measures to guarantee the smooth implementation of. |
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