Research On Optimization Of Experience Marketing Strategy Of WY Automobile 4S Store

As China’s economy booms and people’s living standards continue to improve,the popularity of automobiles in China’s society is also increasing,but the current level of car ownership per 1,000 people in China is still low and there is more room for growth.At the same time,consumer upgrading and replacement demand will continue to drive the steady growth of the automobile market.In the long run,China’s passenger car market still has great potential for consumption in the future.As the domestic automobile market continues to expand,many new car-making companies,represented by " Wei Xiaoli",are rapidly emerging to seize market share.The emergence of new marketing models such as direct automobile stores and city showrooms is also impacting traditional car sales channels,further squeezing the survival space of automobile 4S stores.In the face of the current fierce market competition,the WY automobile 4S store has problems such as poor customer experience,low conversion rate,and declining new car sales,and is unable to meet the diversified needs of customers and give them a good car buying experience in the automobile marketing process.This thesis uses the WY automobile 4S store as the research object and uses the literature research method,questionnaire survey method,and interview survey method.Firstly,the concepts and theories related to experience marketing are sorted out through the collation of domestic and foreign literature.Then,the macro environment of the WY automobile 4S store is analyzed through PEST analysis,and the competitive environment of the industry of this 4S store is studied using Porter’s five forces model,while its internal environment is analyzed to find the current opportunities and challenges faced by 4S store marketing in combination with the current situation of experience marketing in WY automobile 4S store.Then,according to the experience marketing strategy module,we designed questionnaires from the five experience modules of sensory,emotion,thinking,action,and association,and then combined them with targeted in-depth interviews to find out the problems of experience marketing in WY automobile 4S store.Then,in response to the problems found,suggestions for optimization were made from the five experience modules.Finally,in order to ensure that the optimized experience marketing strategy can be successfully implemented,safeguards are proposed from four aspects: corporate culture,human resources,system,and finance.By studying the optimization of the experience marketing strategy of the WY automobile 4S store,this thesis hopes to help the 4S store improve customer experience perception,strengthen brand trust,and promote the growth of the 4S store’s new car sales to meet the increasingly competitive market and satisfy its long-term sustainable development,as well as to provide some references and lessons for the optimization of the experience marketing strategy of other automobile 4S stores.