| Over the past decade,China’s auto market,as well as China’s economy has experienced a rapid growth,China’s average annual volume of 19.3 million vehicles in 2012,reached the peak,so China’s automobile distribution industry also reached the saturated state,in the meantime China automobile distribution pattern also have large changes have taken place in the original simple distribution model to the 4 s inn mode function is all ready today.With car agitation of the past,to be more rational consumers,at the same time under the rapid development of information and Internet economy,consumers shopping way more,leading to stronger bargaining power of consumers,car dealers profit is compressed to the minimum,and 4 s shops due to higher operating costs than other distribution pattern,lead to no profit to speak of 4 s shops,throughout our domestic 4 s shop,nearly 80%of the stores are losing money,the profit in other stores is only able to maintain its short-term survival,under this big background,dealers need change its business model and marketing strategy.In this article the author first on the background and research in the paper has carried on the induction summary the related literature at home and abroad;On this basis to this article in analyzes the related theory of involved;The third chapter through the SWOT analysis to our country auto 4 s store development strengths,weaknesses and give and threat of the macroscopic analysis;After through the PEST analysis and porter five models of Hangzhou A auto 4 s shops of external market environment,industry environment are analyzed;On this basis,the fifth chapter through the establishment of the 7ps model of Hangzhou A auto 4 s shop service marketing strategy has carried on the comprehensive analysis;Finally based on the present Hangzhou A service marketing strategy of automobile 4 s shop problems put forward some Suggestions for improvement.Through 7ps service marketing strategy research in this paper,the following conclusions:Hangzhou A auto 4 s shop service marketing model face:lack of marketing channel innovation,service personnel quality is low,and the service quality is too low.For lack of marketing channel innovation,improvement is given in the article:accelerate the construction of branch,widen the channel of the online sales and build brand supermarket,guide the consumer consumption tendency,and to strengthen the control of the downstream industry;For service personnel quality is low,the article puts forward from the talent employment,pre-service training,on-the-job training and performance appraisal,etc,to strong management;The article points out that in view of the low quality of service aspects from you to improve their professional level,increase the speed of information feedback and set up emergency response mechanism and strengthen the process management to begin to improve. |
