Research On Pre-sale Service Marketing Optimization Of Nanchang HL Lexus 4S Shop

With the rapidly social and economic growth and the rising living standards,China's service industry and consumer industries have witnessed a great development.As a result,the public awareness of consumption has been changed a lot.Cars,which have entered the lives of ordinary people,are no longer synonymous with luxury.According the sale data,car sales have experienced a steady growth for the past five years,which brought many car brands into Chinese car market.Therefore,the competition in the automobile industry will become increasingly fierce.How to stand out from the fierce competition of the luxury car market is a big challenge for Lexus.The present market promotion has been changed from the seller's market to the buyer's market.Who appealed to and satisfied the customers,who will take the advantage of the market.Pre-sale service,being the link between marketing and sales in the whole marketing and sales system chain,is undeniably essential to sale promotion.It is true of cars sale.Therefore,the pre-marketing promotion is the key to attract more potential customers in 4S shop.Based on the basic theory of marketing,the paper aims to make a comprehensive analysis of current pre-sale marketing promotion in Nanchang HL Lexus 4S shop,to find out the pre-sale marketing problems and to propose optimization strategies and recommendations for specific issues by making literature research,summarization and marketing survey methods.The contents are as follows.(1)Introduction: this part is supposed to introduce the background,significance,contents and research methods of the thesis.(2)Literature review and related theoretical basis: this part mainly aims to make an overall literature review of the research results at home and abroad and summarize the relevant theories involved in the paper.(3)Marketing Environment Analysis of Nanchang HL Lexus 4S shop: this part is to find out the development dilemma by analyzing the macro environment,industry environment and 4S shop SWOT.(4)Analysis on the current situation and existing problems of pre-sale services marketing of Nanchang HL Lexus 4S shop: the part is to analyze the status and problems of the sales service marketing of Nanchang HL Lexus 4S shop in order to optimize strategy research for the 4S shop pre-sale service marketing system.(5)Pre-sale service marketing optimization strategy of Nanchang HL Lexus 4S shop.This part aims mainly to put forward pre-sale service marketing optimization strategies for Nanchang HL Lexus 4S shop from the following aspects: the marketing,customer data collection,data analysis and maintenance,reception process,driving test,car financial services and strengthening the company management.(6)Conclusions and outlook.This part summarizes the contents of the study and look forward to the relevant research direction.