LF Automobile Guiyang Zhonghe 4S Store Marketing Strategy Research

By the rapid growth of national economy and the dual role of car consumption policy,the car gradually into the tens of thousands of households,all kinds of car brands blowout into the market,the car 4S shop increasingly competitive market,take the type of sales to maintain the car 4S shop development of.How to survive and develop in the intense competition in the automotive industry as the LF brand of own brand produced by private enterprises in China? In this paper,Gui Yang Zhong and LF 4S shop as an example,through the store's car marketing research,in order to LF 4S shop to provide long-term development of reference.After introducing the 3C strategic triangle model theory,the service marketing triangle theory and the marketing STP theory,this article analyzes the basic situation of the store itself,the changing course of marketing mode and its effect.Through the analysis of PEST,STP and SWOT,this paper analyzes the current competitive environment of 4S shop of LF automobile,and analyzes the current market situation of LF automobile 4S shop according to the actual experience of enterprises based on the questionnaire survey,Lack of brand building and service marketing level is not high and so on.According to the existing problems of marketing of 4S shop of GuiYun Zhonghe LF Automobile Co.,Ltd.,the related theories are used to optimize the marketing strategy: Based on STP analysis method and market-oriented,the company accurately locates the target market.According to 4P marketing theory,Control factor management;based on service marketing triangle model,service-oriented,deepen service marketing strategy.From the aspects of strengthening marketing concept,perfecting service quality management system and strengthening personnel management,the Company strengthened the internal control of LF Auto 4S shop;proceeded from three aspects of improving physical display,strengthening customer relationship management and publicizing corporate culture Strengthen Guiyang public and LF car 4S shop's external service.Based on the common theory and the actual analysis of 4S shop of Guiyang Zhonghe LF Automobile,this paper focuses on the brand,characteristics and service construction of 4S shop of LF automobile,and has the promotion value to the marketing strategy optimization of LF private car with its own brand.