| As one of the important pillar industries of China's national economy,automobile industry has made important contributions to China's economic development and social progress.In recent years,China's car ownership has been showing a rapid growth trend.By the end of 2017,China's car ownership has reached 217 million,and the automobile sales market competition is becoming increasingly fierce.Although the car sales in China reached a high point 28.879 million vehicles in 2017,but the car 4S Shop also faced with increasing competition pressure,so choosing and formulating the correct marketing strategy for the 4S shop to achieve profitability and sustainable development is crucial.And BK Car 4S shop as a car sales enterprise,after more than 10 years of development,although achieved better market performance,but with the environmental changes such as automobile manufacturing technology and pollution emission restrictions,is facing more and more business pressure,so making correct marketing strategy is necessary for this enterprise to effectively meet the challenge and maintain favorable market competitive position.This paper firstly analyzes the external environment and internal environment of BK 4S Shop,identifies the opportunities and threats in the external environment and the advantages and disadvantages of the enterprise itself,and on this basis lists the SWOT analysis matrix,makes a clear market positioning for the enterprise,and formulates the marketing strategy of the enterprise.Finally,the implementation of the strategy is discussed.This paper systematically makes marketing strategy for BK Car 4S shop for the first time by applying PEST,Michael Porter's Five Forces Model and SWOT analysis method and combining with STP theory,it has important reference significance for enterprises to effectively deal with competition and to create sustainable competitive advantage.In addition,it also provides useful reference for other enterprises in this industry to develop marketing strategies. |
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