Research On JCJT Marketing Strategy Combination

At present,China’s automobile industry has entered a mature period,and the growth rate of the industry has slowed down.At home,the development of automobile dealer group has also met a bottleneck.For investors,it is more and more difficult to gain competitive advantage only through brand,price and so on.How 4S stores combine their own resources and advantages,adopt appropriate marketing mix strategy,ensure profits,attract customers,and avoid shrinking market share and eventually being eliminated is an important challenge and an urgent problem to be solved.In order to provide better support and help to automobile dealers,this paper takes JCJT as the research object,uses many methods such as literature research,comparative analysis,field investigation,questionnaire survey and quantitative analysis,and uses PEST analysis,Porter’s five-force model analysis and SWOT analysis to analyze the macro-environment,opportunities and threats faced by JCJT company.Carry out in-depth analysis,formulate a marketing mix in line with JCJT development strategy.Through analysis and research,this paper proposes that JCJT marketing mix should focus on personnel and relationship,promotion and communication,supplemented by price and response,physical display and convenience,and process control,in order to meet customer needs and provide high-quality service as the core.At the same time,the company takes organization,human resources,corporate culture and information as the four major guarantees to escort the enterprise.It is hoped that the conclusions of this study can provide reference for the improvement of marketing strategies of dealer group companies and better promote the development of dealers in the automotive industry.