Research On HL Auto 4S Store Service Marketing Strategy

The automobile 4S shop is a new model of automobile sales generated in China at the end of the 20 th century.Its appearance has brought the relationship between automobile manufacturers and end consumers closer,increasing the purchasing channels of consumers,and helping car manufacturers to have more.The display platform has promoted the development of the automobile consumer market.Since the 21 st century,the establishment of automobile 4S stores has appeared in all parts of the country.However,due to the limitations of the types of automobile brands and the narrow target group,the service model of automobile 4S stores is seriously homogenized,and it is difficult to stand out from the fierce market competition.Therefore,in order to improve the competitiveness of automakers in the 4S store market,auto 4S stores need to transform their original service marketing model,aim to enhance their service capabilities,and gain competitive advantage in a highly competitive market with a new service marketing model..This article takes HL Auto 4S shop as an example,through PEST analysis,using SWOT analysis method to analyze the internal advantages and disadvantages,external opportunities and threats of HL Auto 4S shop,get a reasonable and feasible service marketing strategy;then pass HL car 4S shop service marketing status,the analysis of target customer groups,target markets and current major competitors,the main problems currently faced are the competitive impact brought by the substitution effect,the lack of brand awareness in service marketing,the lack of professionalism of service teams,and after-sales Service customer satisfaction is difficult to guarantee.Therefore,according to the existing problems of HL Auto 4S shop and the analysis results of service marketing market environment,the corresponding service marketing STP strategy is formulated,the market segment is analyzed,and the target market of HL Auto 4S shop is determined.With the corresponding market positioning and the 4PS marketing strategy model,the four channels of service marketing strategy of product,price,channel and promotion are proposed respectively.In order to ensure the smooth implementation of HL Auto 4S shop service marketing strategy,corresponding guarantees are formulated.Measures include reengineering service processes,building strategic performance management indicators,optimizing employee training systems,and advancing corporate strategy progress to ensure the smooth delivery of HL Auto 4S shop service marketing strategies to improve service quality.Therefore,HL Auto 4S stores will occupy a dominant position in the fierce market competition,and at the same time improve the company's profits,and achieve the steady development goals of the company.