A Automobile4S Shop Marketing Strategy Research

“4S”means “Sales” and “Spare Part” and “Service” as well as “Survery” andauto4s shops is automotive dealerships which has functions of the four kinds offunctions above and the design and building of auto4s shops have to in line with therequirements of automobile manufacturers and in one automobile brand ‘auto4sshops, there are often allowed to sale a brand of products and services and this formhave became the most important manner for auto saling in China. And it has the samesymbol and management rules and image. With the development of many cars havesimilar characteristics, so customer have many choices for that and there are morethan20000auto4s shops in China now and because of environmental pollutioncaused by autos, the government have encouraged people living in big cities todecrease car purchases and so some auto4s shops made a loss and so the study of thispaper is very important.In this paper, A auto4s shop is the object of study and the internal and externalsurroundings of it was analyzed and the paper have SWOT analysis for it and thepaper used the theories of4Ps-4Cs-4Rs and service marketing and CRM for theanalysis of the marketing strategy for it and at last, some ideas were provided. Such asdeveloping the market of educating the people in the company and applying servicemarketing and CRM theories for marketing.