Research On Marketing Strategy Of XX Mitsubishi 4S Store

China has become the largest market of auto in the world.In Chongqing Municipality,because of the industrial distribution,there are many production and sales companies of auto,and the market competition is intense.As a leader in production and R&D,Mitsubishi,which entered the Chinese market in the early years,has not been selling well in recent years.The situation of auto market will change significantly with the development of new energy and intelligent technology.With the further development of new energy and intelligent technology,the situation of auto sales market will change significantly.There are new opportunities and challenges follow the crisis,Mitsubishi is also facing new opportunities under the changing of the industry.In this paper,a Mitsubishi auto 4S store has been selected to research its marketing strategy,which has stateowned enterprise background in Chongqing.The XX Mitsubishi auto 4S store has been research deeply through the literature review,field investigation,personnel interview and so on.The macro environment has been analyzed,such as,international politics,the development of domestic economy and culture.And,the unique regional culture,consumption custom of consumer and trends also has been analyzed in Chongqing.The SWOT analysis has been used to analyze the external environment and internal environment.The 4P marketing strategy has been used to analyze the products,prices,place and promotions of the 4S store and find out its problems.The suggestions have been given combined with the macro environment of the enterprise and its own advantages and disadvantages.In the marketing of 4S stores,the specific problems of product positioning,pricing,place and promotion can be analyzed based on the 4P strategy,and find out solutions to specific problems.At the same time,we should research and innovate constantly.In our furture sales activities,many sales tools shall be used,such as precise positioning,highlighting product advantages,reasonable pricing and giving full play to price advantages,building various effectively promotion channel and using different promotion methods,build the corporate culture,and enhance the brand awareness.Through the implementation of various marketing strategies,further promote the sales volume and profits of enterprise products.