Research On The Marketing Strategy Of ZBYF Automobile Trade Company

Since the beginning of twenty-first Century,the rapid development of China's automobile industry has gradually become an important pillar industry of the national economy,production and sales of new cars have also been ranked first in the world.During the same time,along with the Chinese automobile industry trend ZB YF auto trade grow up rapidly.After more than 10 years of struggle,ZBYF auto trade has become the most high quality brand,the best economic benefits,most comprehensive service functions,the brand reputation of the highest car sales service professional company.ZBYF vehicle service industry covers sales,repair chain,auto club,insurance agent,used car replacement and oil and other industries related with automobile sales and service.With the change of China's automobile industry,car sales competition will further intensify in the future and the user's car consumption concept will be more and more diversified,soon or later automotive society will come.In such a situation,ZBYF auto trade must adjust marketing concepts,change marketing model,innovative marketing strategies so that ZBYF can maintain a sustainable competitive advantage in the future market.This paper from the product strategy,price strategy,channel strategy and promotion strategy point of view,analyses the current situation of marketing for ZBYF,which identifies the success in the marketing strategy,and find out the customer value is insufficient,the channel construction should be innovation,marketing promotion the lack of new ideas,innovative service consciousness is not strong enough,these analysis point out the direction of follow-up marketing strategy.And then,through the analysis of consumer behavior of automobile in Shandong area,identified consumer groups consumption motivation and purchase decision process and a series of influence,providing consumer analysis information for the design of marketing strategy;analysis the main advantages and problems of competitors in the marketing strategy,sort out the marketing strategy for the future market competition requirements.On this basis,this paper propose a new marketing strategy system which includes transformation from sales to service,promote new and used car business,develop a new sales channels,constitute two major goals of strategic development,put forward to improve the traditional 4P marketing strategy,establish a marketing strategy which take the customer as the core,with the help of the new media power to achieve marketing innovation,integrated marketing strategy system to play the overall advantages.Finally,in order to facilitate the implementation of the marketing strategy,this paper put forwards the construction of automobile marketing strategy system from five aspect which includes construction of marketing organization,encourage employees by stock right,staff training and development,the construction of information system,strengthen the building of enterprise culture.The research on this paper will benefit the new marketing system construction and implementation of ZBYF auto trade;it also has certain significance for other related enterprise to formulate marketing strategy.