Research On Service Marketing Strategy Of A Automobile 4S Store In Xi'an

With the rapid development of China's industry and the rapid growth of the national economy,the automobile manufacturing industry has made obvious progress,residents ' income and family property have also achieved a steady increase,people began to pay more attention to the pursuit of quality of life,the car has changed from the "luxury" of the past to the "necessities" of life,a large number of people into the In this opportunity,the automotive 4S store industry has also been rapid development,a group of automotive service enterprises have poured into the market,opportunities and challenges coexist,the changes in the market situation not only to 4S stores with the opportunity to develop opportunities also bring fierce competition.At the same time,with the popularization of automobiles and the improvement of the quality of domestic cars,people's purchase of cars,maintenance and other after-sales demand is also more diversified,personalized,service-oriented concept has increasingly become the core values that enterprises must have.In this situation,the car 4S storefront only positive innovation and development,the use of service marketing related theory of the car 4S store marketing strategy research,and constantly improve service capacity,can better cope with the various changes in the market.Taking XI ' an automobile 4S store as an example,this paper uses the combination of literature method,field investigation and qualitative and quantitative analysis as the main analytical method,and on the basis of mastering the 7P related theory of service marketing and the characteristics of automobile service marketing,goes deep into the enterprise to conduct field visit research,The marketing status of Xi ' an automobile 4S store and its existing problems such as: lack of characteristic advantage products,weak price control ability,single promotion means,personnel quality and service details need to be strengthened and so on.With the help of Porter Five Forces analysis model,this paper makes a macro and microscopic analysis of the market environment and industry competition forms faced by enterprises,and analyzes the advantages,disadvantages,development opportunities and existing threats of enterprises by using SWOT tools,which provides a strong basis for the design and optimization of service marketing strategies.Starting from the seven elements of product,pricing,promotion,channel,personnel,process and environment,this paper formulates the development of differentiated characteristic service,improves product and service innovation,flexible pricing,strengthens the use of new media,opens up the obstacles between upstream and downstream of goods,realizes strong joint,strengthens internal marketing and post-supervision inspection,Improve the humanized,scientific level of in-store service facilities,to create a more comfortable consumer experience and other service marketing optimization strategies.Facing the situation of China's economic development entering the new normal,the automobile sales and after-sales market competition is more and more fierce,improving and improving the service marketing strategy has played an increasingly important role in increasing the operating efficiency of enterprises.Based on the theory of service marketing,this paper analyzes the problems of service marketing in XI ' an automobile 4S store.And put forward a series of service marketing as the center of the Optimization strategy recommendations,I hope that the vast number of car 4S stores to provide some reference.