Research On Marketing Strategy Of TL Auto 4S Shop

China’s automobile sales industry has entered a bottleneck period from a period of rapid development,with the addition of more independent brands and joint venture brands,the competitive pressure in the automobile sales market has increased,consumer choice and access to information have increased,the automobile sales market has seen a backward shift in profits,distributors have changed from product competition to service competition.In the era of backward profits,consumers have dominated the automobile consumer market,and winning the trust of customers has become a key factor for enterprises to achieve long-term development and maintain good competitiveness.TL Auto Sales 4S stores have long faced fierce regional competition,and there are three competitors between the same brand,which has limited development space and serious customer diversion,resulting in TL Company has been in a state of loss in recent years.Based on this background,the author of this article learned about the current situation of the company’s marketing strategy by visiting the relevant persons in charge of TL4S stores and consumers,and found some deficiencies in the company’s marketing strategy based on consumer feedback,including:single sales products,no price advantage,single sales channels,homogeneous promotion,serious personnel loss,backward tangible display,and irregular service processes.After identifying the problems in the marketing of TL4S stores,the author helped the company analyze the internal and external environment with PEST,SWOT and other analysis tools,then used STP to conduct market segmentation for the company,and then selected the customer groups in the sinking market as the target market for the company,and determined the market positioning of price friendly,quality excellent and value-added services.Subsequently,the 7PS theory was applied to optimize the company’s marketing strategy from seven aspects:product,price,channel,promotion,personnel,tangible display,and process.By improving service and personal influence,customers were attracted,customer acquisition channels were expanded,and the competitiveness of 4S stores was maintained.In order to ensure the implementation effect of marketing strategies,the author has formulated safeguard measures from three aspects:management system,technology,and funding.It is hoped that by creating a customer focus marketing concept,TL will improve the service quality,thereby enhancing the company’s competitiveness and revenue,and also providing a certain degree of reference and thinking for the automobile sales industry.