Research On Regional Marketing Strategy Of Shenzhen JinFeng Automobile Company

The 4S shop agent model,an important model in the field of automobile circulation in China,started in 1999,and then grew rapidly.Over the past 20 years,with the growing number of 4S stores,China's automotive industry experienced three major stages: the start of 1999-2003,the rapid growth of 2003-2010,and the micro-growth of 2010-2018.As the second largest industry in China,the automobile industry is developing in constant change.Especially in the past two years,with the promulgation of various policies in the automotive industry and the constant change of automotive consumption concepts,the competition between automotive brands and brands,4S stores has become increasingly fierce,and automotive sales have entered an era of low profit.This paper first introduces the current situation of China's automobile industry and Shenzhen regional market.Secondly,the macro-environment of Jinfengcompany is analyzed by PEST model;the industry and market of Jinfeng company are analyzed by Porter's five-force model;the internal four-force model is used to analyze the company;and the SWOT strategic analysis table is formulated by SWOT analysis method.Then,it objectively points out the current situation and problems of Jinfeng automobile company in regional marketing,as well as the causes behind these problems.Finally,combined with STP marketing theory,7PS marketing strategy and new service marketing strategy,Jinfengcompany's marketing strategy is as follows: in terms of market positioning,Jinfeng company should adopt direct confrontation strategy on the basis of subdivision of manufacturer's products,at the same time adopt differentiated marketing strategy.In terms of product procurement,Jinfengcompany should make different purchases according to the best-selling degree and profitability of products.In terms of product price strategy,Jinfengcompany should use demand differentiation pricing method,reverse pricing method and competitive pricing method.In terms of channel strategy,Jinfengcompany should carry out more precision marketing and new retail,and at the same time focus on major user channels.In terms of business promotion,Jinfengcompany should do more non-professional alliance and staff promotion model.In daily operation,Jinfengcompany should set up more customer experience links.In terms of team building,Jinfengcompany should actively carry out effective personnel training with the help of all parties.Of course,the implementation of these strategies is a systematic project.All the staff of Jinfengcompany should establish the whole staff marketing concept and service consciousness,make joint efforts and cooperate fully.I hope this article can provide some reference for dealer management colleagues in the automobile industry.