Research On The Development Strategy Of YZ Automobile Sales Co.,Ltd.

As the world’s largest automobile production and marketing, the automobile market of our country is not only a big cake,but also a battlefield full of smoke. Since the first 4S auto shop—Guangzhou Honda was born in 1998,its excellent environment, excellent service, excellent quality characteristics has been the benchmark of the market. But in the eyes of consumers, 4S auto shop is also a high input,high price, high profit on behalf of the word. With the coexistence of 4S auto shop,there are a large number of Second-level auto dealers. We can not simply believe that the Second-level auto dealers increased competition,but they hold the balance of the market.Second-level auto dealers have the characteristics of less investment, more quantity, flexible strategy and so on.In this paper, we select the Second-level auto dealer YZ Automobile Sales Co., Ltd. as the research object, through consulting literature, field surveying, interviewing and other forms of inquiry, to master the basic situation of YZ company. Then I use marketing management, strategic management and other theoretical knowledge,to explore the macro environment, industry environment and internal factors of YZ company.I also use the knowledge of Porter’s five forces model, EFE Matrix and IFE Matrix,SWOT model and competitive strategies,to put forward the feasible marketing strategy and development suggestion.In my research:YZ company’s existing main business is relatively simple.The company is facing fierce competition.But its profitability is weak.So in my oponion, YZ company should expand the scope of business, improve the automobile after sales service system, carry out service marketing. On the other hand, it should explore the potential of emerging markets,control service quality, take targeted customer value strategy.