Research On Marketing Strategy Optimization Of A Auto 4S Shop

Automobile 4S shop makes the main profit for automobile enterprises.It is a four-in-one store that integrates the Sales of the whole vehicle,the Service,the Spare part and Survey.It is also an important presentation of the formation of modern automobile enterprises.Automobile enterprises can timely grasp the market dynamics and customer needs by 4S stores,which is very important for automobile enterprises to formulate marketing strategies.At present,the profit of the whole vehicle sales in the whole 4S shop marketing is relatively small.The profit of 4S shop mainly comes from the service of car maintenance and cosmetology in the later stage.In this case,the competition between 4S shops is gradually transformed into service competition.Therefore,the appropriate service marketing strategy is very important for the development of a 4S shop.It is related to the establishment of a corporate brand and long-term development plan,and also determines whether an enterprise can win a place in the fierce market competition.Based on the theory of marketing,through a large number of data collection,this paper studies the current situation and marketing strategy of A auto 4S shop,and then puts forward the optimization of service marketing strategy of A auto 4S shop.At first,this paper discusses the current research at home and abroad,and points out that there is a broad market for automobile service in the future development of automobile industry,and there is a certain gap between China's automobile service theory and practice level compared with foreign countries.And then it introduces the service marketing theory,marketing mix theory and marketing STP theory,which paves the way for a better discussion of 4S shop service related issues.After analyzing the internal and external environment of A auto 4S shop,it summaries the competitive advantages and disadvantages of the shop.With the help of the service quality gap model,design the corresponding questionnaire,collect the customer expectation and customer perceived service,analyze the relevant data,it draws the existing gap in the service quality,which is manifested in the inaccurate market positioning,imperfect staff assessment system,poor quality of employees,imperfect management system,unreasonable organizational structure,etc.Combined with the current marketing strategy of A auto 4S shop,this paper analyzes the reasons for the gap.With the help of 7P theory of service marketing,this paper analyzes the current seven aspects of service,price,channel,promotion,personnel,tangible display and service process,and puts forward suggestions for optimizing service marketing strategies: launch new services,improve pricing strategies,diversify promotion methods,strengthen team building,pay attention to tangible display and improve service process,etc.Finally,the strategy is implemented from the aspects of personnel structure,marketing means,performance evaluation,customer relationship management,customer satisfaction improvement and corporate culture,so as to provide guidance for its accurate positioning of the market and the establishment of a perfect marketing strategy system.