Auto 4s Shop. Wjs Crm Marketing Strategy

With the state's sustained economic development excellent situation, China's automotive industry comes into a fast development period. In 2010 years with the the sales of 18 million vehicles in China,it proved once again the potential of the Chinese market, and fought the U.S. auto market far out in the back.However, the dealers of the various carmakers have to face many problems. with the increase of different auto brands, more and more fierce competition, consumer can have more option than before. And the car sales profits continue to drop. The demand of consumer's choice has become the dominant factors of auto sales market, which are changing from the seller to the buyer market market, "the product as the center" gradually transform to the "customer as center", so customer relationship management (CRM) marketing system became the introduction of inevitable.Based on Payne's customer relations management strategic point of view, this paper put forward the application of the strategic management and marketing related theory, and analyzed the WJS auto 4 S company current situation.On the discussion of the management and development,we suggest WJS Auto 4 S Company to implement CRM strategic planning.First of all, this paper analyzed customer relationship management theory,the definition and core ideas of CRM, then reviewed the development and application of CRM theories. By using the marketing related theory and the concept of CRM, we discussed China's automobile consumption market, and the current situation of domestic 4S auto companies.Then we found some main problems about the 4S auto companies,and propose the dealers to increase their profit by improving customer satisfaction and customer loyalty and developing customer lifetime value.Nextly, the article put forward the existence problems of WJS auto 4S company by the target market analysis, SWOT analysis, and consumer psychology (products, demand, customer satisfaction) analysis. Further more it is necessary to integrate the profit channels, team building, and improve the customer satisfaction.According to the problems found in front, based on the customer relationship management strategic model and integrated marketing 4 R, this paper designed the marketing strategy,including developing strategy, value creation, multi-channel integration, performance evaluation, and information management program for WJS auto 4 S inn,with the advanced method of balanced scorecard, key index KPI.Finally, this article give specific implementation plan of CRM marketing strategy,which is team building, process optimization and customer management.Meantime,the paper remind the company of the possible encountering problem when considering the owning resources and the ability of WJS company.Realizing enterprise CRM marketing strategy is a systems engineering, which needs to cooperate in each other in the enterprise each level, and different departments for long term. The author hopes to offer other auto 4 S shops some reference on how to implementation CRM marketing strategy.