Marketing Strategic Study On A Auto4S Shop

With the development of Chinese auto industry and the maturity of auto market,auto4S shops emerge as the times require. Auto4S shop is a new auto sales modelintroduced from abroad in recent years. It is no doubt that its appearance has apositive effect on further development of the auto market. In2002, the auto sales wasrobust, which makes the auto giants all over the world enter China, seize the marketand open4S shops in significant quantities. So the market competition intensifies. Inthe ever-changing competitive environment, any competitive advantage is onlyrelative and temporary, as new technology emerges every day and new productsappear on the market every day. Meanwhile, there are many new threats aboutcompetitive strategy every day. Under such competitive circumstances, auto salesenterprises exclusively must often examine the surrounding environment, changeconcepts, meet challenges, improve their own marketing ability and design their ownfuture with new perspective, new ways of thinking in order to take the advantage ofthe rivals in market competition and avoid risks effectively.Taking A auto4S shop as an example, this paper analyzes the current situationof the auto industry from various aspects and studies the environmental problemsfaced by auto4S shops by using five-competitive-model of Porter, based on learningmarketing concept and its relevant theories, guided by marketing concept andcentering on meeting the needs of the customers. By SWOT analysis of the currentsituation, marketing environment and the internal conditions, summarize the problemsfaced by A auto4S shop during the marketing development. According to the changesin development needs of auto market, point out the market targets and marketpositioning of A auto4S shop by analyzing its current situation. By studying a varietyof marketing strategies, propose workable marketing strategies and suggestions thatare helpful to improve the operation of A auto4S shop. Finally, put forward somesafeguard measures about the implementation of the marketing strategies of A auto4S shop.The aim of this thesis is to find the real reason of the problems and then proposeappropriately some marketing strategies to solve the problems by studying themarketing strategies of A auto4S shop and combining the analysis of the presentsituation and the problems in marketing management of it. And then A auto4S shopcan gain a competitive advantage, improve the company’s efficiency and finallyachieve sustainable development goals.