Research On Initial Marketing Sales Strategy Of ZK Auto 4S Shop

It is known that with the fierce market competition,all industries are masterminding a scheme for their corporate image and brand development.For the automotive industry,marketing strategy is important to obtain good reputation and market conditions because good products can surely expand the market with a good marketing strategy.Now competition in the global auto market is in full swing and the competition in the same industry is not much different on the products,so it will inevitably succeed if the enterprise makes better use of the marketing strategy.As we know,BMW has been developed well since entering the Chinese market.In the past,BMW has its focus on first-tier cities,such as Beijing,Shanghai,Shenzhen and other developed cities.But as the auto market there becomes saturated,there is a high demand coming from second-and third-tier cities.Many automakers have now turned to second-and-third-tier cities.The market develops,and so do the market environment and people's needs.So the problem we need to explore now is how to make a rapid response to the market.As China's economy as well as the national economy improves,consumers have a predilection for luxury cars.Undoubtedly,the auto makers choose to make the market bigger and bigger to cater to the consumers' taste.Based on the present background of China's automobile market,this article analyzes the car marketing environment and future trends in the current second-tier cities according to related marketing theories,so as to provide some reference for the marketing development in these cities.This paper takes Mianyang ZK car 4S store as a case to study the initial marketing of 4S shop.Under the guidance of marketing mix theory,automotive service marketing theory,SWOT analysis theory and STP strategic theory and PEST analysis method,it is planned to discuss the market environment that ZK car 4S shop faces in the early stage of market,analyze its strengths,weaknesses,the continuing challenges from competitors and solutions,target and position the early market of ZK Auto 4S shop,and construct the initial marketing strategy.