Marketing Research Of 4S Auto Shop In Qingyuan City

With the continuous development of the automobile industry, the Chinese service and sales market of automobile enters a rapid growth period.The4 S auto shop as one of the major sales ways of automobile, plays an important role in the development of automobile industry. In recent years, the focus of automobile marketing transferred to the third and forth class cities. In the gradual saturation of the first and second class cities, the third and forth class cities have great potential in the development of automobile sales and auto 4S shop. Currently Qingyuan City has 27 brands 4S shop, which including Mercedes-Benz, BMW, Nissan, Volkswagen, Gac Toyota and so on. Qingyuan City as the representative of third and forth cities, it has a certain foundation and potential development in the automobile marketing. This article is based on the development situation of the 4S auto shop in Qingyuan City, takes the Gac Toyota 4S shop for example to investigate the status of marketing strategy in Qingyuan 4S auto shop as well as combining with its strengths and weaknesses,finally make the suggestions for improvement of the auto 4S shop in Qingyuan City. In the meantime, this article tries to analyze the development of the situation about automobile marketing in Qingyuan City to promote the healthy development of automobile industry in Qingyuan and provide reference for the development of the automobile marketing industry in the third and forth cities.Since the population and the residents' income in Qingyuan City maintain good growth trends every year, and the special natural environment makes Qingyuan residents prefer to use cars when they are going out, the development of automobile market and 4S auto shop has good marketing potential. Under thebackground of fierce competition in the automotive market, the Gac Toyota in Qingyuan City has the better competitive edge. Its marketing position is to maintain the medium and high-grade and seize the low-priced car market. This article takes the Gac Toyota 4S shop in Qingyuan City for example and finds that the common problems in the development in 4S shop of Qingyuan intensively reflect in the lack of considering in products, services, channel settings,sales and so on.Focusing on the limitations of the marketing development in Gac Toyota4 S auto shop, we put forward the corresponding suggestions: In the product area, we recommend developing the economical and practical cars, increasing the product lines, after-sales service monitoring mechanism and as well as humanistic care.While in the price area, we recommend using the strategy of combination pricing method, core pricing technology, loss leader pricing and customer-driven pricing.And in the channel area, we suggest increasing coverage density, which means letting the 4S shop penetrated into towns, and reducing inventory costs and cycle through the cooperation with the modern logistics. In the sales area, we suggest the marketing plan should be based on the characteristics and consumption needs of the consumers and conducting differentiated marketing activities for the county and town people.