Research On The Service Marketing Strategy Of Taiyuan X Volkswagen 4S Shop

With the development of the automotive industry in China,the operation mode of automobile 4S shop has entered a mature stage of development.The continuous improvement of consumer demand for automotive products has resulted in an unprecedented fierce competition in the automotive market.For automobile enterprises,to improve the market competitiveness of enterprises,it is necessary to improve the level of enterprise's service marketing management.The X Volkswagen 4S shop as an example,using the research methods of literature,empirical analysis,applying the theories of service marketing management,service marketing and management status of X Volkswagen 4S shop and the problems were analyzed,and the product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,physical evidence strategy,process optimization strategy is proposed for X Volkswagen 4S shop service marketing strategy in seven aspects.In the aspect of product strategy,this paper proposes that X Volkswagen 4S store should enrich product portfolio,improve service quality,and increase value-added business in the store.In the aspect of price strategy,this paper puts forward the high priced pricing strategy and the following pricing strategy.In terms of service marketing channel strategy,this paper proposes that X Volkswagen 4S store should build 020 consumption model,and develop mobile APP applications,based on vehicle networking,CRM system development.In the service marketing personnel strategy,this paper proposes to standardize the recruitment process,strengthen staff training and performance evaluation management,and strengthen the construction of enterprise culture.In terms of the visible display of service marketing,this paper analyzes two aspects:the display of service work and the display of exhibition room.In the process of service marketing optimization,this paper proposes to optimize the sales service process and after-sales service process,and strengthen customer relationship management.I hope that through the research of this paper,it can be instructive to the marketing management of X Volkswagen 4S store.I hope this research will be of reference value to other auto sales and service enterprises in marketing management.