Research On The Service Marketing Strategy Of JD Auto 4S Shop

With the rapid development of China’s industry and the rapid growth of the national economy,the automobile manufacturing industry has made obvious progress.Automobile 4 S store industry has also developed rapidly under this background,a number of automobile service enterprises have poured into the market successively.At the same time,with the popularization of automobile and the improvement of domestic automobile quality,people’s demand for automobile purchase,maintenance and other after-sale has become more diversified and individualized.The concept of service supremacy has increasingly become the core values that enterprises must have.Under this situation,only by actively innovating and developing the automobile 4 S store,using the relevant theory of service marketing to study the marketing strategy of the automobile 4 S store,and continuously improving the service ability,can we better deal with all kinds of changes in the market.This paper takes Yangzhou JD automobile 4S store as an example,uses literature review method,field investigation method,qualitative analysis and quantitative analysis as the main analysis method,and on the basis of grasping the 7P related theories of service marketing and the characteristics of automobile service marketing,in-depth field visits and research are conducted in this enterprise.This paper is divided into seven chapters.The first chapter is the introduction,which summarizes the research background,research significance and literature review at home and abroad.The second chapter makes a summary of the theoretical basis involved in the study;The third chapter analyzes the external service marketing environment of JD automobile 4S shop,including the macro and micro environment of service marketing of JD automobile 4S shop,and makes a data analysis of the specific marketing status quo through questionnaire.On the basis of the foregoing,the fourth chapter puts forward the existing problems of JD automobile 4S shop service marketing,such as lack of competitiveness of products,passive and single price management;The fifth chapter puts forward the concrete solutions to the existing problems,from the product,pricing and other seven aspects of the specific analysis;The sixth chapter is the safeguard measures,including attaching importance to the construction of enterprise culture,strengthening the construction of human resources and attaching importance to the construction of its own brand.Chapter seven is the conclusion and prospect.The innovation of this paper lies in providing valuable reference for the service marketing strategy of the same type of enterprises.At present,in addition to the restriction of the brand on the 4 S store process,the industry has not formed a relatively unified and efficient marketing model.This study has some reference significance and practical value for the development of automobile dealers in Yangzhou and East China.