Study On The Marketing Strategy Of Mautomobile4S Shop Service

4S shop, the mainstream marketing model of China’s auto sales market, is increasingly competitive, as a result of the severe competition in the global automotive market. To survive the market,4S shops must strike a comprehensive balance among manufacturers, distributors, and customers, with the benefits of the former two relying heavily on customers, since better service for and wide recognition from the customer can bring them long-term benefits. Therefore, marketing strategies of auto industry are becoming more and more important because there is a growing demand for cars, resulting in the increasingly fierce competition among different auto brands and more competition methods. The auto marketing should be consumer-centered, which is the core of modern marketing. Only by satisfying consumer demands can companies possibly achieve their goals. Thus, the primary task of car marketing businesses is to discovery and understand their consumers’ needs and provide good services.There are more and more4S shops, with the steady development of China’s auto industry. So far, there are536auto4S shops of M brand and their sales are also increasing yearly. The competition among the shops is fierce and they will take more risks if they sale only one brand of auto, which is made worse by the fact that SAIC ordered that all automobile brand dealers are changed to car dealers. This makes the study on marketing Strategies of4s shops very important.Service competition, the means of future industry competition, is the focus of the present study, which is based on a survey on the current situation of the development of China’s auto market. The status quo and existing problems of M auto4S shops marketing will be analyzed and the significance of the brand development of products and services will also be emphasized, based on the basic theories of marketing, services marketing. Using M auto4S shops as the research object, business environment analysis tools such as PEST analysis, SWOT analysis, and Porter’s five forces analysis, the studies analyzes the business environment of M auto4S shops, researches their advantages and disadvantages, opportunities and threats. The study finds that the current management and operating model of the shops can not keep up with the needs of the present market competition. Furthermore, consumers are now more rational. Thus,4S shops should strengthen services marketing, and have a new service marketing plan, which focuses on quality, price, image and management.Advice for optimizing service marketing is given for M auto4S shops, which are the study target. The concept of service should be understood by all staff members, and embodied in every stage of the whole process of4S shops’ management, and all activities including production, sales and so on are taken to meet customers’ needs, to make it as the shops’ main responsibilities and obligations, to create extra value perceived by customers, to explore the customers’ lifetime value, and to enhance their competitive abilities.Based on the characteristics of China’s auto market, the operation condition of M auto4S shops, and the findings of the present study, the paper advances the following7-P marketing strategies:product strategy, pricing strategy, service distribution strategy, service marketing strategy, service personnel strategy, physical environment strategy, service process strategy, so as to provide a theoretical and practical reference framework for the majority of auto4S shop dealers.