Research On Marketing Strategy Of Jintai Kaiyuan 4s Store

Due to the rapid development of China’s automobile industry and automobile market,automobile 4S shops have emerged as a result.Automobile 4S shop is a new type of automobile sales method introduced from overseas in recent years,and its effect on the development of the automobile market is very significant.In 2002,China’s automobile sales showed explosive growth.Global giants of cars began to flood into China,hoping to get a share of the Chinese market,and began to build more automobile 4S stores.The market competition began to become fierce.In an unpredictable competitive environment,each competitive advantage is only relative and transient.New technologies are emerging daily,new products meet with us every day,and every day we have to deal with various New competition.In such a competitive environment,automobile franchise companies need to check the surrounding environment more,change their consciousness,meet various tests,improve their marketing level,plan their future through new horizons and new thinking modes,and take reasonable precautions.Risk and win in market competition.This paper first introduces the research background of automobile 4S shop marketing strategy,points out the significance of the research,combined with the research results of relevant experts at home and abroad,analyzes the writing ideas and methods of the paper.Then it summarizes the related concepts and theories of the paper,mainly including the concept of automobile market and marketing,pest theory,Porter five force model,SWOT analysis,7p marketing theory.Taking Kaiyuan 4S store of Jintai as the research object,this paper analyzes the macro marketing environment by pest theory,the micro marketing environment by Porter five force model,and the development direction of marketing strategy by SWOT analysis.This paper introduces the basic situation of Kaiyuan 4S store in Jintai,analyzes the sales situation,and sums up the existing problems of marketing by analyzing the current situation of marketing.Based on the 7p theory,the author thinks about the product,price,channel,promotion,personnel,process management and display,in order to provide suggestions for the improvement of marketing strategy for Jintai Kaiyuan 4S store and provide reference for the industry.