Research On Marketing Strategy For Changchun DongHuan Faw Toyota Auto 4S Shop

China’s auto market as the world’s largest production and sales market has been pursued by the national brand, new products continue to invest and supply scale continues to expand further intensified the inventory and price competition. As a result, the Chinese automobile market earlier in the saturation stage, slowed down and shrinking of the market will become possible trend. Since 1998, the first 4S store was established in Guangzhou, China, 4S shop after a short period of ten years of growth has developed more than 2, becoming the main sales channel of China’s auto market. However, with the gradual maturity of China’s auto market, 4S stores are facing increasing pressure on the stock market due to the contradiction between car sales and production capacity.It’s becoming more and more important to study the 4S shop began to face the unprecedented impact, how to foster strengths and circumvent weaknesses to defuse the pressure, making use of the theory of service marketing of automobile 4S shop marketing strategy. This paper takes the Changchun East Central FAW TOYOTA automobile 4S shop as an example, based on the basic theory of service marketing, the concept of automobile service marketing related to the research and creation. First of all, this paper combined with their own experience in the automotive industry, to explore and clarify the status quo and problems of Changchun FAW TOYOTA 4S shop. Changchun east ring FAW Toyota 4S shop although the establishment of time early, and Toyota cooperation for many years the management of mature smooth operation and in the local has set up the reputation. There is, however, sales by experience and staffing levels are low; service process is not smooth, details of the service is not in place; the homogenization of marketing activity, marketing ineffective; customer participation degree is low. Secondly, of Changchun east ring is the FAW Toyota 4S shop of macro and micro marketing environment analysis, this paper uses the SWOT and Porter’s five forces theory of strategic tool, respectively from the aspects of macro marketing environment, the microscopic marketing environment and the 4S shop facing the advantage, weakness, opportunity and threaten the Alto are analyzed, for marketing strategy design and to provide a favorable basis. Thirdly, this paper makes a research and Analysis on the target market, market segmentation and positioning by means of STP theory, and formulates the strategy of expanding the marketing channels, strengthening the service management, and strengthening the service experience. Finally, based on the service quality gap model, this paper puts forward the measures to strengthen customer relationship management, standardize enterprise rules and regulations, strengthen the team building, strengthen service flow management and so on.With the improvement of people’s living standard and the rapid development of social economy, the service marketing plays a more and more important role in market economy. This paper on the theory of service marketing based, in Changchun east ring FAW Toyota 4S shop as an example to study on the marketing strategy, analysis of automobile service marketing problems and puts forward the marketing strategy suggestions to strengthen the marketing services. Hope to give the majority of the car 4S shop to provide some reference and reference.