The Research On Shandong HZ Auto Sales Company Services Marketing Strategy

With the severe competition in the chinese automotive marktet,increasingly perfect sales service channel has become the enterprise development and expansion of the sssential fators.Relying on sale service primarily,at the same time take shape brand image of terminal advantage,4S stores has become a domestic carmakers sales service channel main body.4S stores are automobile market competition of product.Consumer’s demands have become increasing diversified.The original sales agent system already can not adapt to the market form.Howerer,4S stores modern equipment and services,highly professional atmosphere,good service facilities,plenty of spare parts supply,rapid timely tracking service system,for consumers with fatal attraction.Therefore,4S stores modle are welcome in china by automobile manufacturer and our cusuomers.With the development of the automotive industry,the competition of auto 4S stores is more intense.In order to be survival and development in the competition,the marketing strategy of auto 4S stores is particularly important.Based on the service marketing,strategic management of relevant theoretical basis,combines the extensive working experience in the auto 4S stores myself,with HZ auto sales company as the research object,through in-depth investigation and research,discussion on the problems of China’a automobile 4S stores management and profound reasons,points out the service competition is the key comopetitive automobile industry in the future,how to do well the service marketing is the main problem of the auto 4S stores now.For the analysis on the operation situation of HZ auto 4S stores,we can have a clear understanding for target customer base of occupation,industry structure and service market situation,which can provide the basis for the following service.According to the analysis of the service marketing theories,Michael Porter’s Five Forces Model,we can find the management and the business model of HZ atuo 4S stores already cannot satisfy the requirement of the development of the future.These also cannot meet the requriements of the future market competition.The enterprise should adjust the service marketing strategies and combinging enterprise itself in resources and competence advantage and develop in service quality,the service image and service management as the breakthrough point of service marketing stategy planning.Finally,we analyze the service quality gap of HZ auto sales company with Service Quality Model.Further service marketing trangle and service marketing 7P mew combination proposed service marketing strategy suggestiongs in HZ auto sales company:shaping service brand constructs for construction,and strengtherning the customer reationship management,sale promotion means diversification,optimize sales and after-sales service process,optimize service channel.A good enterprise service marketing is a system engineering,which requires enterprise between departments long-term coordination and operation.I hope this paper proposed strategy improvement can give auto 4S stores some references to implement service marketing strategy.