Research On Service Marketing Strategy Optimization Of A 4S Service Center In Nanning

As the agent of MB automobile brand,CS 4S service center in Nanning has experienced the transformation of automobile market from the seller’s market to the buyer’s market,from the incremental market to the stock market,from the exclusive operation to the fierce competition situation faced by many competitors.Therefore,how to improve the competitiveness of enterprises and maintain their market share in the competition needs to be faced and solved by CS 4S service center in Nanning.This paper introduces the author as a senior manager of CS automobile 4S shop,aiming at the challenges faced by the enterprise,such as the decline of new car gross profit,the lack of after-sales coverage and the loss of customers,using the three-stage model of service consumption and the 7p theory of service marketing mix strategy,re-examine the traditional 4P(product,price,channel,promotion),and then from the service process(process),service environment(tangible)Environment)and employee(person)are the three P’s to readjust the company’s service process,create a new service environment to strengthen the company’s own brand and implement differentiation strategy;study customer relationship management to ensure that enterprises can provide the most advanced and perfect services so that customers can become fans of enterprises and maintain loyalty;at the same time,through effective human resource management,etc.The series of changes let the enterprise obtain the service competitive advantage.The conclusion of this paper is: in today’s fiercely competitive service market,business managers effectively use the 7p theory and tools of service marketing to constantly examine their business model;constantly embrace change and seek new methods to provide better services for customers;and make full use of the new opportunities brought by the development of modern science and technology;adopt scientific and systematic methods to effectively establish And the implementation of enterprise service marketing strategy can make enterprises obtain long-term competitiveness.This method has strong operability,and many enterprises can also practice it.