Study On Pre-sale Service Marketing Strategy Of 4S Store Of DD Company

With the rapid development of China’s social economy and the continuous improvement of people’s living standards,the auto industry has grown and expanded.International and domestic auto brands have seen explosive growth,and people’s demand and level of car purchase have also been rising.At the same time,as the most important core channel of Auto sales,auto 4S stores are facing increasingly severe market competition,leading to the era of low profit,Today,when products and prices lose their competitive advantages,4S stores focus on how to optimize marketing strategies and how to better serve customers as a new growth point of corporate profits.Therefore,in the face of the fierce market competition of 4S stores,how to improve the quality of customer service,improve the competitiveness of enterprises,and formulate the service marketing strategy suitable for the survival and development of the enterprise is the significance of this paper.Based on the research and creation of 4P marketing theory,7p service marketing combination theory,service marketing triangle model,service marketing quality gap model and related concepts of automobile service marketing,this paper takes the 4S store of DD company as the research object,and first determines the strategic positioning that needs to be determined in the future by means of strategic analysis,and then takes the strategic objectives and Based on the planning,the pre-sale service marketing strategy is designed to meet the future development requirements of the 4S store of DD company,which conforms to the principle that the marketing strategy serves the enterprise strategy.First of all,based on the pre-sale link of the 4S store of DD company as the focus carrier,according to field research,exchange interviews,literature search and other ways,this paper comprehensively analyzes the operating status of the 4S store of DD company,and further finds that there are problems in marketing,sales reception process,salesperson management,test drive service,new car product sales,vehicle price.Secondly,by using PEST analysis method,the macro environment of the enterprise is effectively analyzed.With the help of Porter’s five forces analysis model,the market environment and industry competition situation faced by the enterprise are comprehensively analyzed.The SWOT tool is used to analyze the advantages,disadvantages,development opportunities and threats of the enterprise’s own development.At the same time,the STP marketing analysis is carried out to provide pre-sale service marketing The construction of the strategy provides a strong basis.Thirdly,based on the background of enterprise development,the theory of 7p marketing and the characteristics of automobile service marketing,the optimization strategy of scientific research and systematization is formulated.Finally,in order to ensure the smooth implementation of the optimization strategy,the corresponding safeguard measures are formulated,from three aspects of strengthening personnel training and incentive,improving the construction of cultural system,and improving the information level system.Based on the core idea of finding,analyzing and solving problems,this paper consists of six chapters: the first chapter is the introduction;the second chapter is focused on the related concept and basic theory with regards to the study;the third chapter is the operation overview and pre-sale service marketing problems of DD 4S store;the fourth chapter is the pre-sale service marketing environment analysis of DD 4S store;the fifth chapter is the pre-sale service marketing environment analysis of DD 4S store;the fifth chapter is the pre-sale service marketing environment analysis of DD 4S store;the sixth chapter is the guarantee measures for the implementation of the pre-sale service marketing strategy in the 4S store of DD company.Through the discussion of six chapters,the 4S store of DD company can continuously improve the pre-sale service marketing,better serve every customer to the store,ensure to form the core competitiveness in the fierce market competition environment,establish the service brand,improve the profits of the enterprise,enhance the customer satisfaction,and finally realize the sustainable development of 4S store of DD company.