Research On Marketing Strategy Of Xinhai Car Sales Company Limited

With the development of China's economic strength and the improvement of people's income and consumption,automobile has become an indispensable part of people's daily life.China,as the country with the largest scale of global automobile production and manufacturing and the largest total sales volume,covers 13% of the global market share.However,in the past two years,China's automobile sales market has been weak as a whole,and its growth rate has been declining,"cold winter" has become a word repeatedly mentioned by the media.The "saidong" of automobile market affects not only domestic independent brands,but also some foreign brands and joint-venture brands.Some automobile enterprises are even facing the dilemma that the capital chain is about to break and they are on the verge of bankruptcy.After novel coronavirus pneumonia,the domestic automobile market experienced a steady growth period from 2011 to 2016,and the growth rate slowed down from 2017.In 2018,the automotive industry even experienced the first negative growth in 28 years.2019,auto sales continued to decline,and the sales volume dropped by 8.2% compared with that in 2018.The decline in sales volume of vehicles will also increase with the impact of the new crown pneumonia epidemic.5 Under the condition that the overall sales volume of the automobile industry continues to decline,it is necessary to optimize and upgrade the marketing strategy,and incline the marketing focus to the surrounding products and services,so as to ensure that the automobile 4S shop is in an invincible position in the increasingly fierce market competition and constantly seize the market share.Taking Xinhai Car Sales Co.,Ltd.as an example,this paper makes a comprehensive and systematic analysis and Research on the marketing strategy of automobile 4S shop,the main domestic automobile marketing mode.First of all,the basic situation and marketing situation of Xinhai Car Sales Co.,Ltd.are understood through consulting materials and on-the-spot investigation.Then,the macro environment and competitive environment of Xinhai Car Sales Co.,Ltd.are analyzed by PEST analysis model and Porter five forces analysis model.On the one hand,the current marketing strategy of Xinhai Car Sales Co.,Ltd.is inspected properly.On the other hand,the current marketing strategy of Xinhai Car Sales Co.,Ltd.is analyzed in the following paper Xinhai company provides the basis for the optimization and upgrading of its marketing strategy;then,through the combination of questionnaire survey and penetration interview,the paper analyzes and investigates the problems existing in the marketing strategy of Xinhai company from the perspectives of customers and employees of Xinhai Car Sales Co.,Ltd.;then,in the current marketing environment of Xinhai Car Sales Co.,Ltd.,according to the questionnaire survey and penetration interview,it obtains In order to solve the problems,the marketing strategy of Xinhai company is optimized and upgraded by using 7PS marketing mix theory.Finally,the specific measures are made from four aspects of corporate culture,organizational structure,system construction and information technology to ensure the smooth implementation of the optimized and upgraded marketing strategy.The research result of this paper is a practice of marketing strategy theory in real cases,and it also provides reference for Xinhai Car Sales Co.,Ltd.and other 4S stores to adjust and optimize marketing strategy.