| Parallel imported cars refer to the purchase of cars from overseas markets and entering the Chinese market without the authorization of brand manufacturers.The biggest advantage compared with the "standard cars" sold by authorized channel dealers is the price and authorization of new cars.Imported cars are about 20%lower and purchase tax is about 15% lower,but the disadvantage is that they cannot enjoy the manufacturer’s warranty service.Under the impact of parallel imported cars,the high-end imported car market is in a dazzling state,and consumers are often dazzled.Many hidden rules make consumers have many concerns about purchasing parallel imported cars.This is H Automobile Sales Service Co.,Ltd.is currently fundamental in advancing its marketing strategy.Based on this,this article takes H Automobile Sales and Service Co.,Ltd.as a case,and uses survey and interview methods to combine H Automobile Sales and Service Co.,Ltd.with current marketing practices to import H Automobile Sales and Service Co.,Ltd.An analysis of the current marketing model and its existing problems,and then put forward marketing improvement strategies with industry characteristics and individual enterprise characteristics.H Automobile Sales and Service Co.,Ltd.must rely on the strong product attributes of the parallel imported vehicle itself and rely on different target markets for the target group to reflect its differentiation from the 4S store competitors and provide reasonable prices and services.The concept of thoughtfulness as a car sales model that can better guarantee the interests of consumers instills consumers.At the same time,it is necessary to adjust vehicle models and configuration schemes based on big data,and promote various loan finance schemes and quality assurance schemes with insurance companies as background.The optimization of after-sales maintenance and repair programs finally reflects the good marketing effectiveness of H Automobile Sales Service Co.,Ltd. |
PDF Full Text Request