The Research On Marketing Strategy About LZHY Shanghai Volkswagen 4S Shop

At present, the 4 s shop has become the first choice for consumers to buy cars, because of this, there are more and more around the auto 4 s shop. At the same time of rapid development, the 4 s shop in marketing there are more or less problems, especially the CCTV 315 party exposure to 4 s shops related problems, 4 s shop is facing the severe test.How to accurately summarize 4 s shop marketing problems and through the appropriate measures to adjust, in order to obtain greater brand effect in the current fierce competition environment is very necessary.This article selects a local Shanghai Volkswagen 4 s shop in Zibo, the author through on-the-spot investigation and asking observation, in-depth LZHY Shanghai Volkswagen 4s shop to understand the basic situation, according to the actual situation of 4 s shop, auto marketing theory and related theory, using the potter five model to the competitive environment in 4 s shop carried on the detailed analysis, using the SWOT analysis of the internal and external environment of 4 s shops, summed up the implementation status of the marketing mix, 4 s shops, noted that the 4 s inn the necessity of adjusting the marketing strategy in the fierce competition environment.In this paper, on the basis of the preliminary analysis, design marketing research projects4 s shops, respectively using the questionnaire investigation, observation method, interview method to target customers, competitors, employees based on the research of marketing strategy. Research process, the random distributed 100 copies of questionnaires, visited the same brand, the brand, American cars brand, independent brand car, such as a total of five4 s shop, with the core management, middle and junior staff interviewed a total of 10 people, collecting a large number of relevant data, are pointed out after sorting and analyzing the 4 s shop in product strategy, price strategy, its problems existing in the management and promotion strategies. Finally according to the reality of the 4 s shops,targeted marketing strategy adjustment Suggestions are put forward.