Research On The Service Marketing Strategy Of Automobile 4S Shop In Urban And Rural Road In H City

In recent years,the automobile industry in China has flourished,and 4S shops have developed rapidly.China's first auto 4 s shop was founded in 1998,after more than ten years of development,this part of the population in our country has reached nearly 30 thousand,gradually become the main Chinese car sales market circulation channels.However,in the face of the increasingly severe competition in the global auto retail market,the main business model of automobile sales in China--4S store competition is becoming increasingly prominent.How to avoid the problem,resolve the contradiction and alleviate the pressure of all parties,make the use of the modern service marketing theory to improve and study the marketing strategy of the 4S store in China,and become more urgent and important.All the time,the marketing concept focuses on the consumer as the center to carry out the marketing activities,the automobile marketing is also so,aiming to meet the diversified needs of different consumers.Therefore,how to deal with the increasingly fierce market competition and how to formulate the service marketing strategy of enterprise survival and development is the significance of this thesis.H city road Benz 4S shop is one of the nearly 30,000 4S shops in China.Based on the detailed understanding of the development and marketing of automobile 4S stores in China and abroad,this paper has obtained the important means of sales competition in the future automobile industry--service marketing.This paper based on the theory of marketing and service marketing,first of all,the H city marketing situation of the urban and rural road 4S shop is presented,and then analyzes the 4S shop marketing present situation and existing problems,and provide theoretical basis for the next step of service marketing planning.Second,with the 4S shops,for example,combined with the theoretical analysis tools,it is concluded that the urban and rural road 4S shop facing the present stage is to sustain growth the advantages and disadvantages,opportunities and threats,through the display of the business environment,in the end we came to the store's service marketing strategy.Through the analysis,the paper concluded that the 4S shop must adjust to the existing problems.In this paper,fromimproving the quality of standardized services,to carry out active marketing and promotions(service price adjustment),strengthen after-sales specialization level and strengthen the relationship management(CRM)perfect four aspects of 4S shop service marketing strategy plan,and puts forward the service marketing strategy implementation safeguard measures.