Research On Retail Marketing Strategy Of 4S Shop Of DB Company

With the rise of China’s automobile industry and the growing maturity of the automobile consumption market,the sales mode of automobile 4S shop has gradually popularized and played a positive role in the vigorous development of China’s automobile consumption market.After 14 years of development,the 4S shop of DB company has achieved good market performance.However,with the growing maturity of the automobile industry and the impact of environmental changes such as manufacturing technology and environmental protection restrictions,the sales profit has declined significantly in recent years.This paper analyzes the development of 4S shop business in DB company,and finds that the problem behind the decline of sales profit in DB company is the low growth rate of retail market.According to the relevant marketing theory,this paper analyzes the environment 4S stores are facing,mainly on this basis,it lists the SWOT matrix analysis,and concludes that the company’s current marketing strategy should choose the diversification strategy,focusing on improving the growth rate of the retail market.Based on the 4P theory,it is found that the reasons for the low growth rate of the 4S store retail market in DB company are the weak product competitiveness,the weak price competitiveness,the weak channel competitiveness and the weak promotion competitiveness.Based on the above reasons,according to the market development trends and the company’s development characteristics,the following marketing strategies are put forward for the retail market: at the product level,improve the retail market by satisfying the diversified needs of retail customers,enriching supporting products,providing corresponding technical support,promoting differentiated innovation,etc.;at the price level,reduce costs by controlling risks,scientifically price and highlight the market segments At the channel level,we should optimize the channel management concept of retail customers,strengthen the channel management of retail customers,attach importance to the development of Internet marketing channels,strengthen the relationship management of the whole company to retail customers,and strengthen the training of enterprise employees.At the final promotion level,we should formulate different promotion modes and strengthen the promotion The deepening of marketing activities and the strengthening of network promotion are systematically summarized.Through the above suggestions,we can improve the growth rate of the 4S store retail market of DB company,reconstruct themarketing mode of retail customers,speed up the development pace,make the 4S store of DB company break through the current development dilemma,which has an important reference significance for the company to effectively respond to the competition and create a sustainable competitive advantage;it also provides a useful reference for other 4S stores in the industry to formulate marketing strategies.