Research On Marketing Strategy Of Dalian FAW Toyota 4s Store

Toyota Motor Corporation(hereafter Toyota)is the world's leading automaker headquartered in Tokyo City,Japan.Toyota is targeting at manufacturing 3.5 million vehicles annually in China while boosting imports to the country to half a million vehicles annually.Although Toyota has also achieved good performance in the Chinese market and its products are well received by Chinese consumers,it also faces several problems that inhibit its further development.As China's automobile competition heats up,getting the retail experience right becomes all the more important for automobile brands.With the gradual maturity of China's automobile market,4S stores are facing numerous issues concerning its marketing.It's becoming more and more important to study the 4S store began to face the unprecedented impact,how to foster strengths and circumvent weaknesses to defuse the pressure,making use of the theory of service marketing for automobile 4S store marketing strategy.This research takes the Dalian FAW TOYOTA automobile 4S store as the research object and based on Dalian FAW TOYOTA's own experience in the automobile industry,to explore the current marketing situation and facing problems.There 'are issues that need to be addressed such as improving sales experience and increasing staffing levels;improving overall service process;the homogenization of marketing strategy and activities;increasing customer participation.In order to aid the improvement of the Dalian FAW Toyota 4S store,the research includes the marketing environment analysis and SWOT Analysis for marketing strategy design and to provide recommendations.In general,the research will take Dalian FAW Toyota 4S store as an example to get an understanding of the current marketing strategy and the analysis of automobile service marketing problems and puts forward the marketing strategy suggestions to strengthen the marketing services.