Research On Service Marketing Strategy In Zhongsheng Huidi Audi Automobile 4S Stores

After two years of rapid growth in 2009 and 2010, in the year of 2011, China's auto market has entered the stage of development with the steady growth. The adjustment of product structure, encouragement and development of small displacement and energy saving cars have become the development orientations of China's automobile industry. With the withdrawal of automobile consumption stimulus policy, the car restrictions policy in some cities, and the insistence of our government on macro-economic tightening policy, it is estimated that in 2011, the automotive market will gradually return to normal; the car sales growth will gradually slow down; the car prices will be influenced by changes in supply and demand which will present flat to down trend; The gross profit of automotive sales will decrease and the auto market will enter the era of the post service market.In the first place, this paper introduces Zhongsheng Huidi, the present marketing situation and its existing problems. In addition, the paper makes an investigation and research analysis from the macro- and micro- perspectives on the present situation of China and Yantai auto market and auto dealers. Furthermore, after using the Strategic Management of SWOT analysis method to analyze the merits and demerits of the implementation of service marketing strategy as well as the facing opportunities and threats in Zhongsheng Huidi, the paper discovers that Zhongsheng Huidi should adopt the growth strategy which means that the company should make good use of the tremendous strength of its parent company, Zhongsheng Group Holdings Ltd. to apply for the second Audi dealer to remove the potential threat. Then using the combination of service marketing mix 8P, the paper proposes the service marketing plan of Zhongsheng Huidi from four aspects of the quality of service, price, image and management. Last but not least, further integrating service marketing mix 8P, the paper puts forward the service marketing control strategies of Zhongsheng Huidi: the sales process control strategy, service and process control strategy, customer relationship maintenance strategy, value enhancement strategy and human resources control strategy and so on. The implementation of services marketing strategy is a systematic project which requires auto dealers in coordination between various departments, and in particular, needs the active participation of the senior managers. It is expected to provide some fundamental information and reference for the managers of the car dealers to implement service marketing strategies.