A Automobile Dealership’s Marketing Strategy Research Under Cross Selling

More world developed country, China’s automotive industry present the following aspects features:industry started late and production backward in technology, management mode lags behind, the marketing means a lack of innovation, professional talents great gap and so on. In2001, China’s smooth accession to the WTO, in intervened in the environment of Chinese car companies have to pick up the pace and accurate grasp the market, clear market positioning, suggest core competitiveness and development in order to survive.Automobile marketing is connected car production and consumption of the middle of the link, belong to the service industry. The service idea and the service quality of the consumer satisfaction and moved to degree, thus finally affect auto dealers of competitive advantages and profit amount.In the1990S, car4S sales mode is introduced into China. The so-called4S, namely the vehicle Sale (Sale), spare parts sales (Sparepart), maintenance services (Service) and information feedback (Survey). This car distribution shops have appearance unification, mark unification, management standard unification, management brand simplification of the characteristic, is a vivid physical market.In such background, the market competition condition, each automobile4S shop management center began to cross sales tilt, a large number of enterprises started to gradually introduce cross marketing concepts, to enhance the core competitiveness of enterprises, to build its own management system. However, although most of the4S store spent a lot of money on advertising, most automobile4S stores to remain in the war as the only means of marketing in the loop, further deterioration of the environment of competition, to improve customer satisfaction, enhance customer value and enhance customer loyalty, to attract more customers, achieve enterprise the purpose of maximizing profits. In this paper, in order to cross-selling theory as a foundation, the A automobile4S stores in the crossover sales process problems were analyzed, puts forward the enterprise cross sales marketing strategy.The innovation of the thesis is now less about automobile4S stores cross selling marketing strategy, this article on cross-selling in automobile4S stores application and practice is a kind of exploration. The results of the paper A automobile shop of4S cross sales system has guiding significance and economic value, but also for other similar with the industry4S shop to provide the experience that can draw lessons from.