Study On 4S Shop Marketing Strategy Of Shanghai Automobile Company Based On Customer Relationship

In 2016,the Ministry of Commerce promulgated the "Automobile Sales Management Measures",the industry called it a common law of automobile circulation,by the community’s attention.The new "approach" is mainly concentrated in the supply side,the market is no longer too much interference,to stimulate competition,so that its resource allocation function is fully developed;the same time,advocate the company to actively innovate to meet market demand.For the new "approach",which is particularly critical part of the promotion of multiple sales model.Which pointed out that the promotion of a variety of new models is in particular,pointed out that the future will focus on promoting the development of electricity providers.Indicating that the future 4S shop is no longer the only authorized form of sales,the combination of old and new models has become the future direction of development.This is the traditional car company 4S shop model has brought unprecedented challenges.This article discusses the A car company,since its birth has been based on international vision,adhere to the positive development,around customer needs,focus on innovation and lead,and strive to build a world-class car brand,but the current development of China’s auto market pattern,to the A car The company a great opportunity,but also faced with no small challenge.Based on this,this paper has a strong theoretical and practical significance to study the marketing strategy of A automobile company Shanghai market 4S shop as the breakthrough point.This paper adopts the methods of social investigation,literature analysis,empirical analysis,case analysis and so on.With the help of CRM,STP,4P and other related theories,it is found that the existing customer service concept of the company is weak,And the enterprise development strategy is not enough,the customer development value analysis is not sufficient,the customer relationship management system is imperfect,customer service ability to be improved and other issues,need to improve and enhance.For the A car company Shanghai market 4S shop marketing,the customer is one of the most important elements.Combined with the status quo and environmental analysis,A car company Shanghai market 4S shop in order to achieve better marketing effectiveness,the need for customer-centric,comprehensive customer relationship around the building,the implementation of targeted service marketing strategy,which is A car company Shanghai Market 4S shop should be the choice of marketing.In the specific customer relationship management practice,A car company Shanghai market 4S shop must focus on the "product" and "customer" these two elements,a comprehensive consideration and optimize the selection to ensure the ultimate realization of business and consumer interests of the common With optimization.This article believes that A car company Shanghai market 4S shop in marketing,the product is important,the customer is also important in the specific marketing process,how to choose is not a contradictory problem,but in the current marketing process,can organically The two will be organic integration,to achieve customer recognition and trust the basis of product marketing.Combined with the current development strategy of A car company,its customer service marketing objectives and focus is mainly deep into the customer-centric management philosophy,strengthen customer value and customer segmentation,promote customer development and management,promote 4Cs marketing theory in the 4S shop And strengthen the development of marketing organization,improve customer service capacity building,establish and improve the CRM information management system to promote the supply chain management innovation and platform information applications,deep with the core values of the automotive enterprise’s modern marketing culture Management,in order to build A car company Shanghai market 4S shop customer relationship management system,to promote A car company customer service to the depth of evolution,and thus achieve the interests of customers and enterprises to maximize and optimize.