Study On The Marketing Strategy Optimization Of HNDS Automobile Sale Service

With highly improved living standard,China has become the largest automobile consumption market,attracting more and more vehicle brand enterprises at home and abroad.But in recent years,along with the increase in car ownership,the development of new energy resources vehicle,the implement of vehicle restriction policies of the government,such as odd-and-even license plate rule,limitation of license plate issuance,more restrict Motor vehicle emission standards,the sales volume of passenger vehicles declines sharply.The competition among 4S stores is increasingly fierce along with the continuous settlement of 4S stores.The government's relevant policy and the development of the vehicle sales industry bring a lot of new challenges.As the only authorized dealer of imported Volkswagen,HNDS Automobile sale service(DS Automobile 4s stores)has its own advantages.But,it also confronts many problems,such as backward traditional marketing methods,low customer viscosity,sales decline and so on.Through the optimization of the marketing strategy of automobile 4 s stores,this paper discusses the optimization strategy of combining traditional and modern wisdom marketing marketing,marketing for the DS auto 4 s stores strategy optimization scheme is given: first,to establish competition consciousness,improve service levels,improve enterprise intelligent operation,enhances the enterprise the ability of learning and innovation,enhance the vitality of enterprises,the competitiveness;Then through the adjustment of organizational Settings,integration of enterprise resources,committed to provide more comprehensive and intimate automotive marketing and after-sales service for enterprise customers.Through the optimization of marketing strategy,not only can make DS automobile 4S stores obtain more social benefits and economic benefits,but also can gain advantages in the fierce market competition,and promote the benign development of DS automobile 4S shop.In this paper,on the basis of literature review,we introduce 4Ps,4Cs and 4Rs marketing theory,STP marketing theory,PEST analysis and SWOT analysis;we discuss the influence of relevant laws and policies,economy state,social and culture environment and technology development;we analyze the sales state of(DS Automobile 4S stores,including the management system,capital turnover state,customer satisfaction state,and etc.;we explore the marketing problems and causes of 4S stores and work out an optimized marketing scheme towards Hunan Province combining traditional marketing and modern intelligent marketing with relevant organizing and management safeguard measures,quality safeguard measures and system safeguard measures.