| 4S shop is the main channel of automobile sales at present.It provides services for consumers through new car sales,original parts supply,after-sales service and information feedback.In the current market environment,automobile manufacturers need to strengthen the guidance of 4S stores,strengthen the cooperation and communication with 4S stores,think what they think,and mobilize their enthusiasm,so as to achieve a win-win situation for manufacturers and businesses,which is the foundation of the development of automobile industry.This paper studies the marketing strategy of Chengdu 4S store of Chang’an Automobile,which can not only enrich the relevant theories of automobile marketing,form the research of marketing strategy of Chang’an Automobile,but also provide decision-making basis for the marketing of Chengdu 4S store of Chang’an Automobile,which has reference value for the formulation of marketing strategy of Chang’an automobile and other manufacturers.Firstly,on the basis of previous research results,this paper expounds the target marketing strategy,marketing mix strategy,relationship marketing,B2 B marketing theory and method,marketing environment analysis method,domestic and foreign automobile manufacturers’ marketing strategy for their automobile 4S stores,etc.,as the theoretical basis of the research on the marketing strategy of Changan Automobile4 S stores in Chengdu.Then,combined with the industry and market situation of Chang’an Automobile,this paper investigates and analyzes the market situation of Chengdu 4S store of Chang’an Automobile,grasps the marketing situation of Chengdu,and summarizes the main problems existing in the marketing of Chengdu 4S store of Chang’an automobile.On this basis,using pest and other models to analyze the marketing environment of Changan Automobile 4S store in Chengdu,using the questionnaire to grasp the demand of automobile 4S store,and comparing with the competitors,we get the deficiencies and the aspects that need to be improved.Finally,combined with the marketing theory,this paper puts forward the marketing strategy of Changan Automobile for Chengdu 4S store.Through the research,there are some problems in the 4S stores of Changan Automobile in Chengdu,such as the gap between the number of channels and competitive products,uneven product pedigree,unbalanced sales volume,narrow price range of main products,aging store image,less advertising investment,imperfect related support and low customer satisfaction.Combined with the demand of 4S stores,Changan Automobile should improve its product pedigree,channel layout,store image,advertising channel,relevant policies and customer relationship management,so as to increase its sales volume and market share in Chengdu.. |
