| There is rapid growth in China market of automotive consumption in 2016,vehicle sales exceeded 28 million sets in the whole year,which becomes biggest highlight in China market of consumption.Total sales of passenger Vehicle reached to 22.79 million sets,17.8% growth year-on-year.Especially,FAW-VW completed 1.904 million sets in vehicle sales,12.7% growth year-on-year.Changchun Tongrong 4S Dealer is the first franchised dealer in domestic authorized by both of FAW-VW and VW AG for VW Brand,integrated with the function of vehicle sales,spare parts,after service and information survey,in 2016,the revenue is 800 million RMB,sales volume of passenger vehicles 5,000 sets,repair and service 100,000 set times,it shows domination in market of vehicle sales and after service.Currently,the mainly problems Tongrong 4S dealer is confronted with are solidified for operation model of dealer,in part of site selection and decoration of storefront,organization set up,process of sales service,system of after service,institution of vehicle repair and service,it is generally established and completed by standard in OEM(Original Equipment Manufacturer),and dealer has no overall control for process of sales,cannot have a diversity marketing as requirement from customer.Along with fierce competition in market of vehicle sales,this kind of operation model will be destined to series of issues,such as the fierce competition among dealers with obvious homogeneity in process of service marketing;brand OEM(Original Equipment Manufacturer)overdependency,no brand asset created;no accuracy in market segment leading to unremarkable results in marketing;unitary sales channel unsatisfying requirement fluctuation in market,uncertainty service quality caused by uneven talents ability and etc..According to issues above,firstly,this paper will have an analysis of macro environment for Tongrong 4S dealer of FAW-VW as dimensions of Political,Economic,Society and Technology,and state the impact of sales volume in dealer by current macro environment;secondly,also an analysis of 5 aspects of enterprise inside,sales channels,competitors,public&consumer and marketing environment for micro environment to understand various factors that impact marketing activities in enterprise,to coordinate relationship of enterprise with stakeholders,to promote marketing target to come true;thirdly,method of SWOT analysis including Strength and Weakness of internal operation status,Opportunity and Throat of external environment to comprehend and dissect its operation status completely;and then,market segmentation as current environment,targeting and positioning to update and optimize marketing methodology;finally,an extend to People,Process and Physical evidence based on Product,Price,Place,and Promotion,and draft methods of marketing as below,Firstly,having a market segmentation for market of passenger vehicle in Jilin Province,defining the target,choosing segmentation which Tongrong 4S Dealer in FAW-VW should entry,positioning according realistic situation in Company.Secondly,acquiring realistic demand by investigation of marketing data.Implementing diversify strategy of marketing service from process of sales to after sales for different customer groups.Thirdly,establishing asset of brand,confirming service commitment in enterprise,establishing asset of brand,striving to emerge as dealers to win word of mouth by reputation in enterprise;meanwhile,developing sales channels,expanding to online from offline of unitary sales model in showroom.Finally,developing staff training,training all staff to deliver the values of “all as customer orientation” to every staff,providing further training of service marketing to front line staff of sales and after service to position requirement from customer accurately and provide premium service of over expectation.This paper will support to reach expectation from customer,increase performance of service,win more market share,and obtain sustained competition in market by analysis and adjustment of strategy of marketing service in Tongrong 4S Dealer in FAW-VW. |
