Research On The Service Marketing Strategy Of Changde Tiansheng Automobile 4S Store

With the increasing of national economic income and purchasing power,the automobile has changed from luxury to substitute tool in people's mind.China's automobile market has ushered in a period of rapid growth.Despite this,compared with the data of thousands of cars in foreign countries,the market space for automobile consumption in China is still very large,especially in the third and fourth cities.under the background of “Internet” and “new retail”era,the main factors that automobile consumers considered when buying cars are not only limited to appearance and price,but also the perfect after-sales service system has gradually become an important factor.The competition in the automobile market has shifted from product to service.Traditional marketing services are difficult to adapt to the new environment.Therefore,taking service as the core and building customer satisfaction service operation system from a strategic height is an important road for the sustainable development of automobile 4S stores.The paper aims at the predicament which automobile 4S stores' facing,based on the strategic theory,service marketing theory and 4S sales model theory,and take Changde Tiansheng 4S store as an example,using PEST and Five Force Model tools to analyze the macro environment,competitive environment and internal environment expounding the problems that automobile 4S stores' facing in China.At the same time,the paper analyzes the organization structure,product and customer group,competitor and profit model of Changde Tiansheng Automobile 4S store,and sums up three major problems,such as profit source,after sale profit and after-sales service which exist in the 4S store marketing.The cause of the problem has been analyzed and studied.On the basis of the above analysis,using the SWOT analysis method and combining the enterprise positioning and strategic objectives.The difference strategy is suitable for the development of Tiansheng Automobile,and the good service marketing strategy is the way to achieve the difference strategy.Tiansheng Automobile should fully tap the service needs of automotive customers and build a housekeeper service model for customers.Build the customer most trusted after-sales service brand.And from the improvement of customer database,pay attention to employee subjective initiative training,train high-quality team,build enterprise culture,etc.to formulate corresponding safeguard measures.This paper tries to combine of theoretical tools and company cases solving the problems existing in the marketing of Tiansheng Automobile,and Will only pay attention to car sales lead to pay attention to car after-sales service.The traditional car sales model has not adapted to the new environment,and the car 4S stores are facing the marketing transformation under the new consumption environment.I hope this solution can not only guide the marketing strategy of Tiansheng 4S store,but also have reference value for the marketing of other automobile 4S stores.