Research On Improvement Of Automobile Marketing Strategy In Hengyang Gao Cheng Outlet

With China becoming the world's second largest economy,China has also become the world's largest auto market,and the overall situation of car sales is optimistic.New energy vehicles,unmanned vehicles,and connected vehicles have developed rapidly,information technology has entered the 5G era,IT technology has developed rapidly,and mobile Internet has become popular.Car upgrades are accelerating.Post-80 s and post-90 s have become the main force of car purchase,and their car purchase decisions and information collection are more dependent on the Internet.The number of auto 4S stores has surged,outlets have fallen,marketing routines have converged,and competition has intensified.HengYang GAO CHENG OUTLET is also facing great pressure.It needs to find weak links from various aspects and find out marketing optimization and improvement measures in order to form a new performance growth point.This research takes HengYang GAO CHENG OUTLET as the target,and takes the current big economic background as the starting point.It tries to use the marketing theory to sort out the marketing strategy of HengYang GAO CHENG OUTLET through seven analysis steps,and find out the shortage of marketing strategy and countermeasures.The first step is to introduce the marketing status of HengYang GAO CHENG OUTLET.Including 4S shop profile,distribution of brands and models,marketing capabilities,marketing work development and marketing performance,marketing problems and drafting ideas.The second step is to investigate and analyze the marketing problem of HengYang GAO CHENG OUTLET.Focus on the management,customers,and major competitive brands to investigate and analyze,and initially identify the problem.The third step is to analyze the opportunities and risks in the external environment of HengYang GAO CHENG OUTLET,and determine the direction of HengYang GAO CHENG OUTLET marketing strategy according to the external environment response requirements.The fourth step is to analyze the key five elements of the industry competition pattern of HengYang GAO CHENG OUTLET,and find out the factors that have undergone major changes and have greater influence.And analyze the requirements of this factor change on the adjustment of HengYang GAO CHENG OUTLET marketing strategy.The fifth step is to sort out and review the status quo and challenges of HengYang GAO CHENG OUTLET marketing strategy based on the problems and requirements found in the previous analysis,examine the ability of marketing strategies to solve problems and adapt to requirements,find out the shortcomings of marketing strategies,and analyze the reasons..In the sixth step,according to the analysis of the shortage of HengYang GAO CHENG OUTLET marketing strategy and the reasons,the countermeasures for the improvement of HengYang GAO CHENG OUTLET marketing strategy are formulated,and measures are implemented.The seventh step is to select and formulate the implementation measures and improvement measures for the improvement of the HengYang GAO CHENG OUTLET marketing strategy.After the investigation and analysis,this thesis aimed at the shortage of marketing strategies of HengYang GAO CHENG OUTLET and the countermeasures,and proposed the implementation measures of five types of marketing strategy improvement.It is pointed out that HengYang GAO CHENG OUTLET should change marketing concept in marketing,establish community business concept and community marketing idea.Strengthen network marketing and widely divert customers.Strengthen community marketing,build four online,and enhance offline experience.Shape the after-sales experience,improve user satisfaction,and improve customer referrals and purchases.Strengthen its own brand building and build a synergy of the Group's brands.And it needs to be protected from organizational structure adjustment,staffing,personnel training,system construction and information system improvement.In this research,the method combining theory and practice,literature review method,investigation research method,deductive analysis and reasoning method are adopted.The research conclusions can provide decision-making suggestions for HengYang GAO CHENG OUTLET marketing improvement,and also have certain reference for similar dealers.